Our Insights from ZooMark 2025

Takeaways from ZooMark 2025

From conversations with brands, to attending dedicated industry talks, there were heaps of key takeaways from this year’s ZooMark. Here’s just a snippet of what we learned.

Health Is Just as Important for Treating

The pet industry is no longer just food, treats, and toys. Owners are just as interested in investing in their pet's health too. Now more than ever, in fact.

Supplements and vitamins that are both preventative in the face of future illnesses, and tackle existing ones, are equally as important to owners as indulging their pets in treats.

What does this mean for pet brands? We met lots of wonderful brands including ones utilising traditional Chinese medicine in pet, insect-based food for health, and more. The innovation in this space presents countless opportunities for brands to enter or grow their position in the market. And to shout about it.

The Pet Market Continues to Grow Internationally

We chatted to brands based in Hong Kong, Australia, Greece, China, New Zealand, and Australia to name just a few. They all said the same thing. The pet market continues to grow exponentially. It’s not just in the UK that pets are seen as an extension of our family, it’s worldwide. That goes for dogs, cats, and even smaller animals such as rabbits, guinea pigs, and hamsters.

Our campaign with UK Pet Food, carried out only a few months, ago delved into the lengths people go to, to treat their pets like family as pet ownership in the country continues to rise. From analysing the international market and talking to brands operating in these countries in real time, it would seem that this is not exclusive to the UK.

What does this mean for pet brands? Well, it’s great news. As more of us own pets, and see them as valued family members, it means we’re willing to spend more, and on different things. The opportunity for pet brands has never been bigger internationally, and it will only continue to grow.

The Pet Market Is, And Will Always Be Protected

The elephant in the room, as it often is these days, was the cost-of-living crisis. And what that means for brands.

However, in pet, there is not so much of an issue as there is for other sectors. Many agree that the industry is recession-proof. No matter how tough times get, one thing we won’t compromise on, is spending on our beloved pets.

Alongside talking to exhibitors at the show, we also attended the British Market Focus talk, hosted by PetQuip. There, we heard Megan Niven from CACI outline the key pet industry trends for 2025. Amongst the insights shared, she reinforced the fact that there is ongoing, increased potential in the UK and beyond because people will always spend on their furry friends.

Our client Ruffingtons is living proof of this. A luxury, artisan pet brand we helped launch in the autumn of last year – the interest has been phenomenal. Loved by consumers and distributors alike, this brand is evidence that our love for our pets is stronger than ever.

What does this mean for pet brands? Investing in marketing has never been more important. Consumers are still wanting to buy for their pets. But the competition is rife. Communications can help you cut through the noise and reach the customers that have money to spend. And that opportunity isn’t going anywhere.

There Are Four Megatrends Driving the Sector

In Hall 16 at ZooMark, innovation is brimming.

Though all of the exhibitors exude creativity and originality, at the event, this section is dedicated to new players in the market and brands rooted in challenging and innovating.

Showcased here was four ‘megatrends’ that are shaping the pet industry in 2025. Let’s take a closer look.

• Value for money – purse strings are getting tighter across the globe. Though owners will never not spend on their pets, they’re also not opposed to a bargain either. Presenting great value for money is a must for evolving pet brands. That doesn’t necessarily mean being the cheapest on the shelf, but it means offering a competitive price for great quality.
• Green for innovation – it should come as no surprise that the green revolution extends to the pet sector. Consumers care more about the eco-credentials of a brand more than ever before. We met so many businesses with sustainability at their core, and many revolutionising into this space.
• Mini mania – with pet ownership on the rise, many now own small animals. Not just little dogs; but cats, small mammals, fish, birds, and more. This means that products and services designed to meet these needs will only continue to rise in popularity.
• Brain & health – as we touched on above, goods that service the wellbeing of our pets are really evolving in the space. Those that consider cognitive development are as important as ones focusing on physical health.

What does this mean for pet brands? If your brand encompasses some or all of the above themes – you’re on to a winner. The market is rife with opportunity, but these are the areas that create the most possibility. If you’re operating in this space and want to maximise your marketing potential, drop us a line.

Brits Love a Beer!

Finally, and unsurprisingly, we reinforced what we already knew. That us Brits love a beer and a chat. Our Brit Stop packs went down a treat with exhibitors, getting some great feedback from the brands who received them.