Six trends defined pet marketing at Global Pet Expo and The Pet Summit in 2026: cat-focused innovation, packaging as a differentiator, creator partnerships, the humanization of pets, functional wellness and supplements, and AI that reaches beyond marketing into product design. All six point to the same rule: innovation has to be paired with trust and authenticity to resonate with pet owners.
Last updated October 28, 2026. Trends below are observations from the 2026 events.
The Global Pet Expo brings together pet brands, marketers and innovators. At the learning event alongside it, The Pet Summit, Marijana Gucunski, EVP and Head of Pet at 5WPR, presented "AI in Pet PR: Balancing Innovation with Authenticity", a theme that ran through the whole event.
1. Why are cats taking center stage in pet marketing?
Cats are taking center stage because brands are investing in feline-specific products, experiences and merchandising, which reflects the growing influence of cat ownership across demographics. The signs include expanded cat product lines, stronger in-store and digital merchandising for cats, and messaging written for cat owners.
Brands should review their category strategy so cats are not treated as a secondary audience. Dedicated innovation and targeted marketing for feline consumers will matter for growth.
2. How is packaging becoming a strategic differentiator?
Packaging is becoming a differentiator because formats are moving beyond traditional cans and bags toward convenience, portion control and shelf impact. Examples at the show ranged from Tetra Pak-style cartons to squeeze pouches and resealable formats.
- Cartons and alternative packaging structures
- Single-serve sticks and squeeze pouches
- Resealable, freshness-focused designs
Brands should treat packaging as part of the brand experience, since a new format can drive trial, improve usability and stand out at retail.
3. Why do creator partnerships drive pet brand discovery?
Creator partnerships drive discovery because pet influencers and content creators were present across the event, and social-first storytelling is now central to how owners find, judge and trust pet brands. The signs include influencers built into brand activations, content-first campaigns made for social platforms, and ongoing creator relationships in place of one-off collaborations.
Brands should invest in long-term creator relationships that put authenticity and community first. The guides to influencer marketing for pet products and pet brand social media strategy show how, and the influencer marketing agency page covers how a program is run.
4. How is the humanization of pets shaping products?
The humanization of pets is shaping products because pet branding increasingly mirrors human lifestyle trends, and the line between human and pet wellness keeps blurring. The signals are ingredient transparency and clean-label positioning, lifestyle-driven branding and premiumization, and products inspired by human food and wellness trends.
Brands should align product development and messaging with broader consumer lifestyle trends, because owners want the same standards for their pets as for themselves.
5. Why are pet supplements and functional wellness surging?
Supplements have emerged as one of the fastest-growing pet care categories, driven by a focus on preventative health and overall wellness. Brands are adding functional ingredients common in human health products to address specific needs.
- Benefit areas: joint health, skin and coat support, digestive health, and calming and stress relief
- Ingredient trends: collagen, probiotics and adaptogens
Brands should position these products around clear, benefit-led messaging. Education and transparency build trust in a crowded supplements market, and the rules on what a supplement may claim are covered in the guide to supplement marketing claims.
6. How is AI innovation expanding beyond pet marketing?
AI is expanding beyond marketing into product innovation and pet enrichment, from AI-powered tools to interactive toys designed to stimulate pets mentally. This matches the point Marijana Gucunski made in her session, summarized in Pet Age: balance innovation with authenticity in AI-driven communications.
- AI-powered enrichment tools and toys
- Data-driven personalization
- AI-enhanced customer experiences
Brands should adopt AI so that it supports authentic storytelling and customer connection instead of replacing them. For the search side, see how pet brands can improve their visibility in AI search, or the AI digital marketing and PR practice.
What are the six pet marketing trends at a glance?
The table lists each trend with the move it calls for.
| Trend | What brands saw | What brands should do |
|---|---|---|
| Cats | Feline-specific lines and merchandising | Stop treating cats as a secondary audience |
| Packaging | Cartons, squeeze pouches, resealable formats | Treat packaging as part of the brand experience |
| Creators | Influencers inside brand activations | Build long-term creator relationships |
| Humanization | Clean labels and premium lifestyle branding | Match messaging to human lifestyle trends |
| Wellness | Collagen, probiotics, adaptogens | Lead with clear benefits and education |
| AI | Enrichment toys, personalization | Use AI to support authentic storytelling |
For the full-year outlook, read the nine pet industry trends for 2027. For the fundamentals behind them, see pet PR campaign ideas, the pet brand storytelling guide and the pet products marketing practice.
Frequently asked questions
Which pet marketing trends emerged at Global Pet Expo and The Pet Summit?
Cats taking center stage, packaging as a differentiator, creator partnerships driving discovery, the humanization of pets, functional wellness and supplements, and AI innovation beyond marketing.
Why are cat-focused products a growth area?
Brands are investing in feline-specific products, experiences and merchandising, which reflects the growing influence of cat ownership. Cats should not be treated as a secondary audience.
Which pet supplement benefits and ingredients are trending?
Joint health, skin and coat support, digestive health, and calming and stress relief, with collagen, probiotics and adaptogens among the ingredient trends.
How should pet brands use AI?
Adopt it so that it supports rather than replaces authentic storytelling. Applications include AI-powered enrichment tools and toys, data-driven personalization and AI-enhanced customer experiences.
