In Global Pet Expo’s New Products Showcase, cat food and treats seemed to fill more space than in previous years. Although dogs still dominated, the growing number of new cat products reflected increasing cat ownership worldwide. New cat consumables clustered around functional nutrition, alternative formats, high-protein and minimally processed offerings, along with condition-specific supplements.
Functional nutrition expands across formats
One prominent themes was the expansion of functional formulations across both complete diets and treats. Multiple brands introduced products targeting specific health outcomes, including digestive health, skin and coat support, weight management and dental care.
Open Farm, for example, extended its portfolio with functional dry and wet cat foods addressing digestive health, healthy weight and skin and coat support. Similarly, Natural Balance introduced protein-focused recipes incorporating organ meats while emphasizing functional benefits such as digestive and skin health.
Dental and oral care also emerged as a key focus. Products from PetCurean targeted plaque, gingivitis and bad breath, while Vital Essentials positioned its freeze-dried offerings as supporting dental hygiene through texture and usage.
Additionally, Purina expanded its Purina ONE Plus line with probiotic inclusion, signaling continued investment in microbiome-focused nutrition. Functional benefits also extended into treats, with immune-support lickable products and calming mousse formats entering the market.
Rise of lickable and hydration-focused format innovation
Lickable treats and hydration-centric products represented another fast growing segments in the showcase. Multiple brands introduced squeezable purees, broths and mousse-style products designed to increase palatability and moisture intake.
Products such as creamy treats from Wanpy, broth-based offerings from Catit and calming mousse from Central Garden & Pet reflect strong alignment with consumer demand for hydration support and interactive feeding experiences.
Format innovation also stood out. Tevra introduced a “twist-and-lick” dispenser resembling a stick deodorant applicator, while Wellness debuted a dual-compartment packaging concept designed for portion control in single-cat households.
These developments suggest manufacturers are increasingly focusing not only on formulation, but also on delivery systems that enhance convenience and engagement.
High-protein, minimally processed diets gain traction
Another dominant trend was the continued growth of high-protein, meat-focused and minimally processed diets. As in new dog foods and treats, air-dried and freeze-dried raw formats continued to grow. Zeal and Redbarn both introduced gently air-dried cat foods with high inclusion rates of meat and organs, while Vital Essentials and Benny’s Bully’s expanded freeze-dried offerings featuring combinations of muscle meat and organ components.
Sniff Snacks highlighted single-ingredient freeze-dried salmon products.
These products often emphasized high percentages of animal-derived ingredients and minimal processing.
Functional supplements and condition-specific solutions
The showcase also featured a growing number of supplements and condition-specific products targeting both pet and pet owner needs.
Feline Health Solutions introduced a joint support product in a novel gel-like format, while Capagen presented a supplement designed to reduce cat allergens, addressing a key barrier to cat ownership.
PetBeing expanded into multiple supplement formats, including powders and lickable products with prebiotics and postbiotics, as well as senior-focused formulations for cats aged 10 years and older.
Senior nutrition overall appeared as a notable subcategory, with brands such as Tiki Cat offering low-phosphorus formulations tailored to aging cats.
Niche positioning and ingredient storytelling
Several products demonstrated increasingly niche positioning strategies. Nature’s Protection introduced formulas tailored to coat color, targeting specific aesthetic outcomes for red, white or dark-coated cats.
Ingredient storytelling also remained central, with brands highlighting inclusions such as insect protein (Open Farm), kelp-based treats, cod skin sprinkles and organ meats. These approaches reflect ongoing efforts to differentiate through both sustainability narratives and functional ingredient claims.
