Air-dried and freeze-dried products continued to drive innovation at the New Products Showcase during Global Pet Expo 2026, with brands expanding beyond treats into complete diets, toppers and hybrid formats. Freeze-dried and air-dried raw meat products allow pet owners to align with the perceived nutritional benefits of raw feeding. Unlike traditional raw meat, these formats are shelf-stable, require no refrigeration and reduce food safety concerns associated with handling raw ingredients.
Other popular dog food trends included functional benefits, novel proteins and humanized formats to differentiate. Below is a breakdown of key product types and trends observed across exhibitors.
Air-dried
Air-dried offerings were among the most prevalent, appearing in chews, toppers and increasingly, complete and balanced diets.
- Raised Right, Wilder Made and Earth Animal all showcased air-dried lines, including single-ingredient chews such as pig ears, cod skins and beef liver, as well as multi-protein recipes featuring quail, duck and goose. Earth Animal framed its formulations around the “environment” of prey, positioning recipes by habitat rather than species alone.
- Momentum Carnivore Nutrition focused on fish-based air-dried chews, including cod and haddock, highlighting continued growth in seafood proteins.
- Winnie Lou presented air-dried meal toppers and foods with surf-and-turf positioning, combining proteins such as bison, lamb, turkey and whitefish, while emphasizing responsible sourcing.
- PureBites introduced single-ingredient air-dried toppers packaged in shaker-style containers, reinforcing convenience and portion control.
- Zeal, Plato and Health Extension expanded air-dried treat and food lines, with Health Extension emphasizing “superfood” positioning and high protein inclusion rates.
- Ruffy paired air-dried processing with novel proteins, including kangaroo and venison, while Open Farm incorporated air-dried meat and organ inclusions into hybrid kibble products.
Trend takeaway: Air-dried formats are moving beyond niche treat applications into mainstream feeding solutions, often combined with other processing methods to create layered nutrition formats.
Freeze-dried
Freeze-dried products continued to appear frequently in raw-positioned offerings, though companies are innovating through ingredient variety, functionality and presentation.
- PureBites, Primal, Smallbatch and Bretton Farms expanded freeze-dried raw lines, including single-protein treats, toppers and complete diets. Primal emphasized convenience with its “kibble in the raw” positioning.
- Vital Essentials highlighted variety meats and byproducts, including beef tendon, chicken necks and turkey hearts, alongside more novel inclusions such as silver carp, aligning with invasive species utilization.
- Annamaet and 360 Pet Nutrition leaned into minimally processed, raw nutrition messaging, with claims centered on digestive health and superfood ingredients.
- West Paw introduced a freeze-dried topper combining raw positioning with pre-, pro- and postbiotics, reflecting convergence between raw and functional nutrition.
- Hekkova differentiated with a “trail mix” concept, blending freeze-dried meats, cheeses and dried fruits for a snack-style format.
- Wiggle Whip extended freeze-drying into novelty with a shelf-stable dog ice cream product.
Trend takeaway: While freeze-dried remains crowded, differentiation is emerging through functional claims, ingredient storytelling and unconventional formats.
Raw and raw-inspired
Raw feeding continues to evolve toward accessibility and hybridization.
- Big Country Raw focused on value positioning through larger pack sizes aimed at affordability.
- Canine Caviar introduced “flash-cooked” products positioned as convenient alternatives to raw diets, maintaining perceived nutritional benefits without handling challenges.
Trend takeaway: Brands are working to reduce barriers to raw feeding through hybrid formats and alternative processing claims.
Liquid and topper formats
Hydration and supplementation formats are expanding rapidly, often tied to functional benefits.
- Primal’s powdered goat milk and Totonics’ venison blood topper highlight interest in nutrient-dense liquids and powders.
- Finnfair introduced fish oil in a drizzle-style package designed for controlled dispensing.
- PAWP presented a functional dog beverage with electrolyte, gut health and joint support claims.
Trend takeaway: Liquids and powders are becoming a key delivery system for both nutrition and function.
Baked, gently cooked and kibble innovations
Traditional formats are being reworked to emphasize ingredient visibility and minimal processing.
- Evolve featured bone broth-coated kibble with visible inclusions embedded in the product.
- Dave’s Pet Food and Natural Balance introduced gently cooked, shelf-stable meals positioned as fresh alternatives.
- Humble marketed gently steamed meals in jar-style packaging, reinforcing human-grade cues.
- Canidae highlighted high-protein, life-stage-specific kibble formulations tied to farm sourcing narratives.
Trend takeaway: Even within kibble, brands are emphasizing processing transparency and fresh-like attributes.
Functional nutrition
Functional claims were integrated across nearly every format, from treats to complete diets.
- Natural Balance launched multi-benefit products targeting joint health, digestion and skin condition, using ingredients such as glucosamine and omega fatty acids.
- Zesty Paws and X100 Best expanded supplement lines addressing digestive, oral and weight health.
- Vet’s Dog introduced antioxidant-focused products positioned around cellular and DNA health.
- Austin and Kat incorporated mushrooms such as turkey tail and lion’s mane into supplement formulations.
- Functional chews, including yak chews infused with pumpkin and turmeric, also gained visibility.
Trend takeaway: Functional positioning is no longer confined to supplements and is now embedded across all product types.
Novel proteins and ingredients
Exhibitors showcased a wide range of alternative proteins and ingredients.
- Kangaroo, camel, goose and rabbit appeared across multiple formats, including chews, freeze-dried treats and air-dried diets.
- Seafood expansion included sardines, herring, smelt and cod-based products.
- Other ingredients included goat milk, cottage cheese, kelp and venison blood, often tied to digestibility or sustainability claims.
Trend takeaway: Novel proteins remain a key differentiation strategy, frequently paired with premium processing methods.
Humanized formats and novelty treats
Retail-focused innovation centered on products designed to mimic human snacks and experiences.
- Products included dog donuts, birthday cakes, pup pies and chicken “chips.”
- Puff-style treats resembling pork rinds and microwaveable cheese snacks added interactive elements.
- Puppy popcorn and freeze-dried ice cream further blurred the line between pet and human snacking occasions.
Trend takeaway: Visual appeal and humanization remain central to driving consumer engagement at retail.
Additional emerging trends
- Coat color-specific diets and expanded breed-specific formulations signal further segmentation.
- Sustainability messaging appeared through upcycled ingredients, invasive species utilization and recyclable packaging.
- Some products indicated shifting manufacturing footprints, including production in Cambodia.
The 2026 Global Pet Expo New Products Showcase underscored continued momentum behind air-dried and freeze-dried formats, while highlighting increasing convergence between raw nutrition, functional health and novel ingredient strategies. As the category matures, differentiation is shifting toward format innovation, targeted health benefits and retail-driven presentation, rather than entirely new processing technologies.
