PATS Pet Business Trends 2025
PATS 2025 is over. My feet have recovered, and the pet world has gone home for another year.
Having moved the event to the NEC and co-located with BETA International, there’s no denying there was a buzz in the air. The show was bigger and better than ever, and I spent the three days constantly getting lost. (Straight lines should be easy, but this is why I still can’t navigate around Milton Keynes.)
But what did my beady little eyes spot?
What trends are we going to see hitting the shelves and product pages of our furry little world over the coming months?
What were your show faves this year?
Dopamine, dopamine, dopamine!
What is it?
It’s all about colour and pattern. Bright, happy designs that get the dopamine flowing. “Dopamine Decor” is HUGE in the home design world, and “Dopamine Dressing” is hitting the fashion industry hard. People want things that make them smile, whether thats in their homes, wardrobes, or for their pets. And I can’t thank the pet industry enough. I don’t know if you’ve noticed…but I like a bit of colour! I’m all for this dopamine delight heading pet-wise!
How’s it showing up in the pet industry?
It’s everywhere this year, in the branding, the bedding, the toys, the clothes. Wherever I looked, stands made me smile and lit up my dopamine-starved brain.
A few faves were:
Brightkins dog games—particularly loving their Kanoodle game.
SwaggerPaws leads—I need these leads in my life. Bright colours, waterproof, designed for dog walkers, by dog walkers. I can’t wait to order my double lead for the girlies.
Louis & Ada from Naturaw—Stunning, dopamine branding, and my girls are very impressed with their British Venison and Blackberry bars!
Why does it matter?
Pets are increasingly a part of the home identity, and accessories no longer need to be purely practical. Owners are drawn to aesthetics as well as function, and they understand that food can be natural and nutritious whilst also not being entirely branded in green! In a saturated market, standing out is no bad thing, and owners will pay a premium for quality products that also make them smile.
Litter Innovation
What is it?
More newness than I think I’ve ever seen in the world of cat litter. From innovative ingredients to litter that detects urinary tract issues, litter is big news!
How’s it showing up in the pet industry?
Tofu litter! Who’d have thought it, but it’s genius. Fab at clumping, hugely absorbent, and, when the dog sneaks in for a gross snack…the litter is edible too! We also had seaweed, wheat straw, coconut, and pea. What a pic-n-mix array you can pop in the potty!
A few faves were:
Tofu litter from CocoCat: It's safe, clumps quickly, doesn't track through the house, it’s not dusty, it’s flushable…and it’s not a disaster when the dog eats it. What more could you ask for?!
Concord Cat Litter: My favourite wheat straw pellet bedding that I use for the horses has launched its cat litter range. I RAVE about this for Bally, so no doubt it will take the cat world by storm too! Super absorbent, low-odour, environmentally friendly, and Bally-approved!
Nullodor Detect: Granules that you add to your litter to detect urinary conditions. Just a small amount will detect glucose and blood in your cat’s urine—fab for those prone to UTIs, helping owners notice a problem early and get their cat to the vet.
Why does it matter?
Consumers increasingly value sustainability, which we see across the industry, so biodegradable and plant-based products are more popular. Health concerns are also top of people's minds, so dusty litter is becoming a thing of the past.
Multi-functional nutrition
What is it?
Food and supplements that tick all the boxes. So many of the brands I saw are making a wide range of health claims in an all-in-one product. I reserve judgment on the effectiveness of any of these claims, but consumers are looking for food that is going to be the absolute best for their dog’s health, so if you can produce a formula that truly covers all the bases, you're onto a winner.
How’s it showing up in the pet industry?
All the claims, in one product. Joints, kidney, heart, immunity, the lot, all with very strong claims.
And yep, you guessed it, Rebecca is about to bang her usual drum…a fair few claims that are pushing those VMD marketing regulations! Inconsistency in both the application and understanding of what can and can’t be said makes the marketing of these products very confusing for consumers. No guys! It’s not for arthritis or joint pain!
A few faves:
Well, one actually, I’m not shouting about products that are overclaiming. But Sync, from Ghostdog Pets, launched at PATS this year. A hybrid of meat and insect protein, this new diet is perfect for sensitive dogs, whilst also being kind to the environment. With 5 claims in one, it's got some powerful ingredients and the evidence to back it up…but they’re behaving with their claims, which makes this purple-haired lady happy. I can’t wait to see how this goes when it hits the shelves in 2026!
Why does it matter?
Pet owners want simple nutrition—clean living for their pets as much as themselves. They want functional benefits so that they feel they’re doing their best regardless of their situation, whether it's raw, kibble or anything in between. Supplements and toppers will continue to rise. They allow more flexibility for pet parents to “customise” feeding. In terms of marketing these products, owners are getting more savvy and asking more questions; it won’t just be the VMD questioning the claims…
Human sports nutrition trends
What is it?
I wondered how long this would take to hit the pet world. It’s supplements, but on a sporting level. It’s high-protein, muscle-building, and pre- and post-exercise supplements. They’re huge in the human health world. You can buy protein powder and creatine in every supermarket, and you can’t walk into a gym without tripping over a protein shake bottle—that humanisation is creeping into pet this year.
How’s it showing up in the pet industry?
It’s starting small, but I predict this will grow rapidly. We’re seeing high-protein snacks, muscle-building powders for sporting/working dogs, and post-exercise supplements.
A few faves:
It’s The Dog’s protein balls – From the Protein Balls Co, a human nutrition brand, come delicious, peanut butter-based protein treat balls. Primarily, these are treats rather than functional, but they tap into that human protein trend. And, you can share them; they’re safe for dogs and people!
Why does it matter?
Trust and transparency matter here. Consumers are comparing what they’re taking themselves to what they’re giving their pets. They want the science, they want the right advice, and they want to do more than just feed their pets. So yes, premium supplements will continue to grow, but let’s make sure we’re doing it right and that these actually benefit pets, rather than just being a fad.
Ok, so what about horses? What happened at BETA?
Yes, the two shows were held together this year, although sadly, there was no direct access from one hall to the other. Putting the shows together highlighted one glaring issue for the horse world.
Nothing new.
When you compare all the innovation in the pet world to the newness at BETA, it's actually disturbing. There were really only two new and exciting innovations at BETA, so I hope that co-locating the shows will give the horse world a bit of a kick into action. Come on crew, let’s get innovating!
So, what were the new equine things?
Pioneer Hoof Protection
The best invention in equine health that I’ve seen in a long time. A hoof boot that self-adjusts to the hoof. It adapts to movement, has independent hoof and heel sections to prevent rubbing, and is modular with more soles coming for a variety of hoof issues. The passion and excitement from the inventor was contagious, and every single horse person who approached the stand was excited about this product. Thankfully, it won two very well-deserved awards. Incredible.
Better Biome
A new gut supplement by Baileys, my good friend, independent nutritionist Jen Little from Equinutrition, was raving about the results she’s seeing with this! And tapping into the microbiome is a key trend coming to equine and pet. It’s nice to see this time that it’s equine leading the way!
So, that’s a wrap for another year. Next up, Crufts and Edition Dog.
What was your favourite product from PATS or BETA 2025?
Need help marketing your pet or equine brand? Maybe you need marketing materials to hit the shows next year?
Drop me a message and let’s get you ready to rock!
