Future Unleashed: Five Game-Changing Trends from Global Pet Expo 2024

Trevor Crotts

CEO at American Pet Works - Creating Best in Class Pet Products That Keep Pets Happy and Healthy

10 articles

April 1, 2024

Dear Pet Pros,

It's that time of the year again, where we dive into the heart of innovation, trends, and glimpses of the future in the pet industry—yes, I'm talking about the Global Pet Expo. Every year, this event sets the stage for what's to come, and 2024 was no exception. With my keen eye for what's next and a passion for pushing the envelope, I’ve distilled the buzz, the chatter, and the sheer variety of products into five trends that are shaping our industry. Let's dive in.

1. Technology Beyond the Gadgets

At first glance, technology in the pet sector seems to be all about the "watch my dog" camera systems. You would expect the big breakthrough to be AI related. I was disappointed with the technology talks I attended. They discussed AI use in marketing but not in actual products! This year, the real game-changer was the Compana Pet Brands’ Vets Best Hydro Water Activated Smart Bowls. These aren't your average bowls; they encapsulate the ingredients, waiting for just a splash of water to unleash their magic. Compana makes it much more efficient to get onto store shelves by serving it without water. This isn't just innovation; it's a revolution in how we think about efficiency and interaction in pet care. It’s the sort of simple, yet profoundly impactful, technology that gets me excited about the future.

2. Collagen and Colostrum – The New Superfoods

Here’s something fresh off the innovation deck: collagen and colostrum are making waves, and they're being added to everything. This isn't just about jumping on the bandwagon of human superfoods; it’s about recognizing their profound benefits for our pets. These ingredients are about enhancing wellness, supporting joint health, and boosting immunity. These elements are being integrated into pet products from bullysticks to coconut oil supplements, paving the way for a new standard in nutritional care.

3. Sustainability as the Standard

Walking through the expo, it was clear: sustainability isn't just a trend; it's becoming the backbone of our industry. Products that marry innovation with eco-friendliness are no longer the exception; they’re the rule. There was a lot of sustainable innovation around waste bags. It’s inspiring to see such dedication to our planet, paralleled with care for our pets.

4. "People Quality" Pet Food

The line between human and pet nutrition is blurring, and nowhere is this more apparent than in the evolution of pet food. Fresh, frozen, gently cooked—these are the formats taking over the spotlight, pushed forward by our desire to offer our pets nutrition that mirrors our own, with diets that maintain the integrity of their ingredients through gentle cooking.

It’s a trend that’s not just about innovation; it’s about love, care, and the relentless pursuit of excellence in pet nutrition.

5. The "Me Too" Trend – A Call for True Innovation

Now, for the elephant in the room—the "Me Too" trend. It seems that despite the leaps we're making, there’s a wave of new companies repackaging old ideas as revolutionary. It’s a reminder that innovation isn't just about creating something; it's about making something better, solving a problem in a way that hasn't been done before. This trend is a call to action for all of us in the pet industry: to innovate, to think outside the box, and to truly differentiate in a market that thrives on novelty.

As we look back on Global Pet Expo 2024, let’s not just see it as a showcase of products but as a beacon guiding us towards a future where innovation, sustainability, and nutrition lead the way in pet care. The journey doesn’t stop here; it’s just getting started. And I, for one, am excited to be on this path with you, pushing the boundaries of what’s possible in the pet industry.

If you have product ideas or need help getting to product to market in the pet industry...reach out. This is what we do at American Pet Works. Talk soon!

Does "Made in the USA" Matter? It Depends…

In the vast landscape of global commerce, the concept of manufacturing location carries weighty considerations. The question arises: Does the label "Made in the USA" truly matter? The answer is nuanced, influenced by a range of factors that extend beyond patriotic sentiment. The decision to manufacture within the United States or abroad involves a delicate balance of pros and cons, as well as a keen understanding of market dynamics.

The Pros of Manufacturing in the USA

1. Safer Supply Chain: Manufacturing domestically often provides a more predictable and secure supply chain. Economic or political turmoil in foreign manufacturing hubs can disrupt operations, causing delays and uncertainty. By producing locally, you mitigate these risks and maintain greater control over your production process.

2. Resilience Against Turmoil: Recent events, such as tensions between China and Taiwan, have highlighted the potential vulnerabilities of relying heavily on foreign manufacturing. Domestic production offers a degree of insulation against geopolitical uncertainties, ensuring a smoother flow of goods to market.

3. Quality Assurance: Manufacturing in the USA is often associated with stringent quality standards. You have direct oversight of production processes, enabling you to maintain product integrity and meet the expectations of discerning consumers.

4. Better IP Protection: The United States boasts robust intellectual property protection laws, safeguarding your innovations and creations from unauthorized replication. This is especially crucial in industries where unique designs and technologies set you apart from competitors. Especially when a large part of the industry makes products in countries that have no respect for intellectual property. Having the factory you hire sell a knockoff version of the same product is a story as old as the wind in this industry.

When "Made in the USA" Might Not Fit

1. Price Point Pressure: While American consumers express a preference for products made in the USA, the reality is that price sensitivity remains a key consideration. Some consumers might not be willing to pay a premium for domestically produced goods, especially in price-driven market segments.

2. Value Proposition Over Patriotism: Rather than relying solely on patriotic fervor, a successful strategy involves reinforcing emotional purchasing decisions with logical value propositions. "Made in the USA" should not just be a marketing ploy; it should genuinely enhance the product's appeal.

Navigating Channels: A Crucial Consideration

The decision to manufacture domestically is intricately tied to your product and distribution channels. For products with healthy profit margins and a direct-to-consumer (DTC) model, a "Made in the USA" label can resonate strongly. The value-add of domestic production can justify a higher price point in the eyes of consumers.

However, when pursuing mass-market ambitions that involve big-box retailers and extensive distribution networks, the margin landscape shifts. Balancing the costs associated with manufacturing in the USA against the realities of retail markup and distributor margins can present challenges. In such cases, finding a competitive price point without compromising on quality becomes paramount.

Conclusion: Finding Balance in the Global Marketplace

In the intricate dance between patriotism, economics, and consumer behavior, the "Made in the USA" label is a potent symbol of quality, reliability, and community support. While there's no universal answer to whether it matters, your astute approach to considering pros and cons, evaluating market demands, and aligning with your distribution channels will guide your manufacturing decisions. It's about striking a balance between offering a product that aligns with consumer aspirations and fits into the economic realities of your chosen market.

Regardless of where you decide you want to make products, American Pet Works is here to help. We can source products from all over the world or make them in our own facility in Wichita, Kansas. Being manufacturers ourselves, we uniquely understand what it takes to make great products.

CONTACT ME

Written By: Trevor Crotts

President at American Pet Works

When people ask me "What do you do?" I like to reply with "Whatever it takes". Whether it's developing new products, optimizing supply chains, or delivering innovative marketing campaigns, I am committed to doing whatever it takes to help my clients succeed.

If you are looking for an experienced partner who can help you navigate the complexities of product development, manufacturing or marketing, I would be ready to connect with you. Let's explore how we can work together to drive growth and create value in your industry.

The Ugly Truth About Superzoo Pet Trade show in Las Vegas 2023!

Trade shows like SuperZoo offers an incredible platform to showcase your brand and connect with potential customers. However, it is not easy to have a great show. People often complain about leads, traffic, location, results, etc. The ugly truth about all trade shows is… you are most likely doing it all wrong! Almost every tradeshow booth does these things below and then complains about the results. Be a Pet Pro Superstar this year and crush Superzoo!

Ditch the Team Congregation

Don't make the mistake of huddling with your teammates within the booth. While it might feel cozy, it can discourage potential customers from approaching. Spread out and engage with visitors individually, making them feel at ease and valued.

Create an Open Environment

Avoid tables, seats, and eating in the booth to foster a sense of approachability. These barriers can unwittingly separate your team from the visitors. Similarly, chewing gum or fiddling with phones can signal disinterest. Opt for a standing setup that encourages direct interactions.

Stay Present, No Breaks

Resist the temptation to slack off during lulls in foot traffic. Even during quieter times, stay engaged—chat with visitors, answer questions, or subtly work on tasks that keep you visible. It's all about showing dedication.

Craft a Sales Flow

SuperZoo demands a well-structured sales flow to lure visitors to your booth. Keep your message concise and clear, ensure your products are impeccably displayed and labeled, and cultivate a warm environment that entices visitors to explore your offerings.

Send the Right Representatives

Choose your booth staff wisely. Sales and marketing professionals who radiate positivity and can adeptly represent your brand are essential. A no-negativity rule can help maintain team morale and contribute to your success at the event.

Badge Awareness, with a Twist

Identifying buyers is crucial, but don't let badges be your sole focus. Many influential individuals might not carry the "buyer" label, yet they could revolutionize your business. Embrace every conversation and opportunity that comes your way.

Network Beyond the Show Floor

Some of the most fruitful connections I've forged sprang from casual chats over lunch or during shuttle rides. Don't limit yourself to the confines of the show floor; step out and introduce yourself to the world of possibilities beyond the booth.

In a nutshell, attending SuperZoo offers a golden chance to engage potential customers and thrust your brand into the limelight. By adhering to these golden rules, you can build an inviting booth that beckons visitors to discover your products and story. So, gear up, put on your most welcoming smile, and prepare to make waves at SuperZoo 2023! If you need help navigating the Pet Industry, developing or launching a product….. check out American Pet Works and how we help brands thrive.

Written By: Trevor Crotts

President at American Pet Works

When people ask me "What do you do?" I like to reply with "Whatever it takes". Whether it's developing new products, optimizing supply chains, or delivering innovative marketing campaigns, I am committed to doing whatever it takes to help my clients succeed.

If you are looking for an experienced partner who can help you navigate the complexities of product development, manufacturing or marketing, I would be ready to connect with you. Let's explore how we can work together to drive growth and create value in your industry.