Archive for category: Pet Trade Shows

SuperZoo 2018 is only a month away. It is most definitely a great “Opportunity” for attendees and exhibitors and the “surest bet” in Vegas. Like Global Pet Expo, SuperZoo is a “must do” if you want to be a player in the U.S. Pet Market.

There are differences between the two shows. After all, GPE started the U.S. Pet Industry with the first trade show 60 years ago. It is still the largest annual show and has a huge international following with over 200 exhibitors from outside the U.S. On the other hand, SuperZoo traces its roots to a regional trade show for independent pet shops. It too has come a long way since those early days. Although Independents are still a major focus of the show, it has expanded both in size and its reach. With nearly 1200 exhibitors, a special section devoted to the fast growing grooming segment and over 100 international exhibitors, it too has become a “destination” for manufacturers, distributors and key players from all retail channels.

SuperZoo’s growth has not come without challenges. The latest started last year. In an effort to increase their impact on attendees, Exhibitors increased their booth size by 20%. Although the staff was able to acquire more floor space, it was not enough, so the exhibitor count was reduced by over 100. With another large trade group competing for space in the same time frame at the convention center, there was only one logical choice – move to a different date. Because of the impending Holiday season, a later date was not an option so they chose late June, 3 months after GPE.  This caused a little “hand wringing” by some exhibitors and a few decided to pass. However, these were rare exceptions, not the rule. The exhibitor count is again approaching 1200, but with the larger booth size. Exhibitors will occupy 285,000 square feet, up 23,000 sq ft (9%) from 2017. Plus, there is also room for a 23,000 sq ft New Product Showcase and over 7,000 sq ft for new sections showcasing Tech Advancements and Made in the USA products – two “hot” societal trends. Let’s take a closer look. We’ll start with some overview trends then move to the special floor sections.

• Assigned Exhibitors: 1182; Up 95 (8.7%) from 2017
• Booth Sq Ft: 285,000; Up 23,000 (8.8%) from 2017
• 322 SZ 2017 Exhibitors (29.6%) aren’t at SZ 2018
• 426 (36%) are new. They didn’t do SZ 2017
• 511 (43%) SZ 2018 Exhibitors weren’t at GPE 2018
• 307 (26%) are really new – Not at SZ 17 or GPE 18

• You first notice that the count in Special Floor sections fell 6.6% while the overall exhibitor count increased by 8.7%. Smaller booths drove the increase. 97 more booths were 200 sq ft or less. 76 of these were 10×10 or smaller.
• Since I began tracking SuperZoo in 2014, special sections have accounted for nearly 50% of exhibitors, peaking at 52% in 2016. This year’s 38% is even 6 percentage points below last year, when the show ran out of floor space.
• Every special section but 1^st timers has fewer exhibitors than last year. However, remember that over 400 companies weren’t at SuperZoo 2017 so the 74 doesn’t reflect the true count of new exhibitors.
• The Natural Section is still large as this trend continues to be strong in the marketplace. The Grooming segment also continues to be important as this segment is growing and becoming even more competitive.
• Rodeo drive is down 35% from its peak in 2016, perhaps reflecting the increased emphasis on function over fashion.
• Ultimately, the show sets the size of the sections based upon exhibitor feedback. However, we may be reaching a point where exhibitors are less likely to embrace a limited categorization of their appeal.

Now let’s look at the Exhibitors by type, including animal.

• Almost all segments gained exhibitors but remember, to maintain your share you need an increase of at least 8.7%.
• The most significant decline is in Fish – down to a 5.5% share. This is even more significant when you consider that in 2015 the share of exhibitors offering fish or aquatic products was 8.6%. That’s a 36.0% drop in only 3 years.
• There was a big lift in Equine products which was driven by a big increase in the number of Horse Supplements.
• Gifts/Gen Mdse/Uncategorized had a strong increase but is still down from their peak of 139 exhibitors in 2016.
• We also need to take note of Business Services – up 9 (7.8%) from 2017, but up 79 (+176%) from 2014.
• As always, Dogs and Cats are the royalty but the Cat share of exhibitors has grown from 44% in 2014.

Let’s take a closer look at the “royalty”. Here are the top 10 Dog and/or Cat Categories at SuperZoo 2018.

• You can see that it’s not all “rosy”. Three categories actually have fewer exhibitors and only three kept pace or exceeded the 8.7% increase in exhibitors. The 2018 Top 10 is the same as 2017 but two gained in rank and 2 fell.
• The drops in Collars & Leads and Clothes are perhaps understandable as the industry moves more towards function. However, the decrease in Grooming Tools in conjunction with the increase in shampoos is a bit of a puzzle. Both categories are still strongly represented and this may be the result of competitive pressure in the grooming area.
• Toys are losing share but surprisingly beds are gaining ground and floor space.
• The big news is the seemingly unstoppable momentum of Treats and Meds & Supplements. In many cases their success is tied together as Supplements are often produced in Treat form. They now rank #1 & #2 in terms of exhibitor count, which is up 57% for Treats and 73% for Meds & Supplements from 2014. Amazing!

SuperZoo is growing in exhibitors and size. There are products and services available to fill virtually every need or want of the attendees. It is also staying in tune with what is happening in the overall consumer market which is illustrated by the new Tech and Made in the USA product showcases. 994 exhibitors (84%) focus on Dog/Cat. Let’s take a closer look.

There are 95 more Exhibitors at SuperZoo. Those offering Dog and/or Cat products increased by 86. However, the increase is not “across the board”.

• 16 of 32 (50%) Dog/Cat categories have fewer exhibitors in 2018 than in 2017
• Only 8 of 32 (25%) of the categories increased their share of exhibitor booths

In the Top 10 categories we saw losses by Apparel and Collars & Leads but huge gains in Treats and Medication/Supplements. There are only a few other significant gains in the other Dog/Cat categories:

• Wipes: +12 (29.3%)
• Flea & Tick: +13 (23.2%)
• Stain/Odor/Clean Up: +14 (16.5%)

When you look at the 5 Dog/Cat Categories making big gains, you can see a common thread – the health and wellness of our companion animals. This fits right in with the ongoing trend in Pet Food to more nutritionally focused recipes.

SuperZoo certainly showcases what is “happening” in the Pet Industry and offers a great opportunity for attendees and exhibitors to make a mutually beneficial connection. Once again, it’s the surest bet in Las Vegas!

Finally, the chart below details the specifics for all 32 of the Dog/Cat product categories that I defined for the Super Search Exhibitor Visit Planner.  (Note: The SZ 2018 Super Search will be released on June 5th.)

TAKE A LOOK. I HOPE TO SEE YOU IN VEGAS!

This year’s theme, “All Under One Roof” is not only accurate, it reflects one of the strongest trends in the evolution of the U.S. retail market in the last 40 years – One Stop Shopping. We saw it first in the late 70’s as Grocery stores began to expand in size by radically increasing their GM departments, eventually adding, delis, coffee shops and pharmacies. They became today’s Supermarkets. Discount stores also saw an opportunity. They added a full grocery department and doubled in size to become today’s SuperCenters and Warehouse Clubs – the highest volume retail outlets in history.

What is behind this “one stop shopping movement”? It is the U.S. consumer. 3 factors drive their buying behavior:

• Value (Price + Quality)
• Convenience
• Selection

One Stop Shopping answers all 3 of these consumer needs. You can also see why internet sales have taken off. Driven by the internet, non-store retailers passed the SuperCenter/Club channel in March of 2016. They only trail Supermarkets, but not for long. The internet will become the #1 retail channel in America because it is nearly impossible for a brick ‘n mortar store to beat a well-run “virtual” store in the 3 key areas affecting consumer buying behavior. To compete, traditional store retailers need to offer an online option, a personalized experience and when possible, services which are unavailable through the internet. This is especially true in our industry because Pet Parenting is very personal.

So how does all of this relate to GPE 2018? It is not just consumers, but buyers at all levels that are strongly impacted by these 3 factors. By putting all the key companies “Under One Roof”, GPE insures that the buyers are likely to be satisfied.

The presence of so many competing companies from around the world insures that they will get a great value. Having them all in one place allows the buyers to easily see the products up close and personal. Finally, where could they find a bigger selection? Ex: There are over 360 exhibitors offering Dog and/or Cat treats. However, “All Under One Roof” isn’t just a benefit for attendees. The exhibitors can see their competition but more importantly, the attendees include buyers from the smallest independent pet stores through the largest retail chains in all channels. The opportunity is there for everyone – and it’s “All Under One Roof” at GPE 2018. Let’s take a look at what awaits you in Orlando.

First, some 2018 GPE “booth” facts: (Note: 2/20/18 – 98% of the booths are assigned or committed)

• 1185 booths – up only 1% from last year but an incredible 16.5% from 2014
• 358,000 sq ft of exhibit booth space (Not counting the 30,000 sq ft new product area) – up 23.6% from 2014.
• 10 x 10 is still the most popular size – with 435, in fact 70% of the booths are 20 x 10 or less.
• But Booths are also slightly larger than 2017 – the “average” booth is over 300 sq ft (30×10)
• Size matters – Booths 300 to 800 sq ft (26%) occupy 41% of the space. Those over 1000 sq ft (4%) cover 25%.

Will you see any new exhibitors or is it the usual group? The “usual” group is definitely there (807 from 2017) but…

• 348 (30%) of the GPE 2018 Exhibitors did not exhibit at GPE 2017 (1 in every 3 Exhibitors was not at GPE 2017!)
  • In fact, 289 (25%) of this year’s GPE exhibitors didn’t exhibit at either GPE 2017 or SZ 2017

There are Specially Designated “Floor Sections” at GPE. Here is a brief review.

• International – Separate pavilions for 4 countries – China, Taiwan, Great Britain and Canada, Total: 84 Booths. However, this is only about 28% of the 299 exhibitors from 28 countries outside the U.S. – GPE is truly GLOBAL!
• Natural – 144 Booths: Down 7 (-5%) but booths are larger as “Natural” still has a very strong consumer appeal.
• Boutique – 51 Booths: Down 1 (2%) The section is “stable”, but down 22% from 2014. Fashion still has a strong appeal but Pet Parents’ priorities have shifted more to function, health and wellness.
• Aquatic – 58 Booths: Up 7 (14%). GPE has a long standing commitment to be the “go to” show for Aquatics.
• 1st Time Exhibitors – 144 Booths: The Section is full but only includes about 40% of the 348+ 1^st Time exhibitors at the show. If you want to get firmly established in the U.S. Pet Industry, you “must” do GPE. Every year, a major focus of Global Pet Expo is on “new”…both in products and in exhibitors.

A word of caution: These are specially targeted sections. However, if you “do the math” you see that there are large numbers of exhibitors in the “regular” floor space who would qualify for inclusion in these sections. You need to “work” the whole show to insure that you get a full view of the product categories of interest to you.

Once again I will be creating a GPE Exhibitor Visit Planner that allows attendees to plan out their floor time by targeting the exhibitors with products that they are interested in seeing. Up to 5 product category searches can be run concurrently and the results are available in alpha or booth# order. The GPE 2018 SuperSearch will be made available on February 27^th. Now, let’s take a look at the results from this year’s research on exhibitors’ product offerings.

First We’ll Compare Exhibitor Types – By function: By Animal type (Numbers are based on assigned booths as of 2/20/18)

• Dogs Still Rule – 84% (5 out of every 6 booths) are selling dog products.
• Cats continue to move up – In 2018, Cat Products were offered by 54% of exhibitors. Up from 40% in 2014.
• Fish/Aquatic – This category took a down turn after 3 years of increases.
• Other Animals – Reptiles came back after a bad 2017. However, the other animals are showing a slow decline.
• Business Services – From POS systems to private label manufacturing, the continued growth reflects the growing business needs of attendees.
• Distributors – A big lift, reflecting GPE’s increasing appeal to independents.
• Gift/Gen Mdse – The drop in this category reflects the increasing priority of health & wellness over boutique.

Dogs and Cats are the undisputed royalty of Pet. Because of their huge impact on the industry. I have divided the products designed for them into 32 subcategories. Let’s see how this year’s GPE Top Ten (by booth count) are doing.

• Treats are still #1 and expanding their lead. 1 in 3 booths offers treats. (Many supplements are in treat form.)
• OTC Meds/Supplements/Devices continue strong growth. 241 Booths: Up 128 (113%) from 2014.
• Food and Feeding Accessories both flattened out. While still strong, they may have plateaued.
• Toys – It’s not all about health and nutrition. There is still room for fun. Toys maintained the #2 spot.
• Apparel – The growth in this category is being driven, not by fashion but by therapeutic devices like vests.
• Collars, Leads & Harnesses – Gaining a little ground. The numbers are actually buoyed up by wellness products.
• Beds/Mats are still a strong #6, but their growth seems to be on hold.
• Grooming Tools and Shampoos – You see the growing strength of the Grooming Segment as Shampoos knocked Crates and Carriers out of the top 10.

The health benefits of Super Premium Foods brought that category to the forefront of the industry. Pet Parents’ concern for the overall health and wellness of their “pet children” is also behind the current biggest trend. It is helping to drive the growth of 4 top 10 categories – apparel, C&L/Harnesses, treats and Meds/Supp/Devices – and it’s not slowing down.

The last chart details the specifics for all 32 of the Dog/Cat product categories that I defined. Of note: All the data inputs for this report and the SuperSearch tool come from  a review of the GPE online exhibitor product listings AND visits to over 1100 websites. They’re not 100% accurate, but pretty close.

Which categories are of interest to your business?

GPE 2018 does have it “All Under One Roof”, including enhanced educational offerings and of course…the New Product Showcase. However, to reap the benefits, you need a plan. Exhibitors need to effectively showcase the “right” items. Attendees need to strategically analyze their data, determine what they need to improve their business and develop a plan to find the products to fulfill their business needs. Then…execute the plan. This is hard work and if they do nothing else at GPE, attendees have a “whopping” 1 minute and 13 seconds to spend with each exhibitor. The GPE 2018 SuperSearch tool will be released in next week’s post. I believe that it can help. Try it out and…Good luck in Orlando!

SuperZoo 2017 is only a month away. While it is held in Las Vegas, attending or exhibiting at SuperZoo is no gamble. It’s a sure winner. Along with Global Pet Expo, SuperZoo is a “must do” if you want to be a player in the U.S. Pet Market.

As we have noted before, there are slight differences in the two shows. GPE essentially started the U.S. Pet Industry 59 years ago with their first trade show put on with 17 exhibitors and 30 total booths. It still definitely has a larger worldwide following with over 200 exhibitors from outside the U.S. Of course, the “big guys” all attend but so do the “little guys” as it has welcomed a huge number of Independent pet store attendees into the fold.

SuperZoo has grown tremendously from its roots as a regional trade show for independent Pet Stores. Independents are still its largest share of attendees, but it has also broadened its scope with an emphasis on the fast growing grooming services segment. However, make no mistake. All the “big guys” will be there too and its worldwide impact is also growing as over 100 exhibitors are from outside the U.S.

Let’s take a closer look at what you will see at SuperZoo 2017 compared to last year. Before we get started we need to take note of a “behind the scenes” trend that had an impact on the exhibitor count at this year’s show. As we all know, both GPE and SZ are now huge. Apparently, the SuperZoo exhibitors felt that they needed bigger booths to capture the attention of attendees so they upgraded in size…by almost 20%. The SuperZoo staff managed to add 17,000 more square feet of booth space but that was not enough. They needed floor space which simply was not available in the convention center. This resulted in a drop in exhibitor count and a big unfulfilled waiting list. They have remedied this situation for 2018 by moving the show to a different date when additional floor space is available. However, when we look at the various exhibitor categories we should place greater emphasis on changes in share of space rather than just count. This will give us a better read on trends. Let’s start with some overview numbers then a look at floor sections:

• Exhibitors: 1079; Down 123 (10.2%) from 2016
• Booths: 1034; Down 130 (11.1%) from 2016
• Booth Sq Ft: 262,000; Up 17,000 (6.9%) from 2016
• 432 SZ 2016 Exhibitors (35.9%) aren’t at SZ 2017
• 309 (28.6%) are new. They didn’t do SZ 2016
• 481 SZ Exhibitors weren’t at GPE 2017

• The key number to remember in this chart and others is -10.2%. Any drop in exhibitor count less than -10.2% and of course, any increase in count will actually result in an increased “share” of SuperZoo Space.
• The drop in number of booths came from booths under 400 sq ft and especially those 10 x 10 or smaller – down 108.
• The Special Sections absorbed the entire loss and more. Last year they were the biggest driver of growth with an additional 140 booths and passed 50% of the floor space for the first time. In 2017 they gave it all back. Smaller companies took the brunt of the “hit” as they typically occupy booths that are 10×10 or less.
• Every special section lost exhibitors. However, the two most impacted were Rodeo Drive and Critter Alley/Aquatic.
• The Natural Section lost 43 exhibitors but still reflected the strength of this segment maintaining almost a 20% share
• Groomers and 1^st timers lost a few booths but actually gained share which also reflects the priorities of the show.

Now let’s look at the Exhibitors by type, including animal.

• All segments loss exhibitors but most were relatively stable in share considering the overall drop in exhibitors.
• There is one exception, Gifts and General Merchandise. There are 45 fewer exhibitors (-32.4%) resulting in a 2.9% drop in share. This is undoubtedly related to the decrease in Rodeo Drive exhibitors.
• Exhibitors featuring Reptile or Equine Products also decreased but the loss in Share was not severe.
• Dogs and Cats are the Royalty of the Industry and even with reduced numbers; they gained in share – especially cats.

Let’s take a closer look at the “royalty”. Here are the top 10 Dog and/or Cat Categories at SuperZoo 2017.

• You see the strength of Cat and Dog products as 6 of 10 had an increase in exhibitors despite the 10% overall drop.
• Treats are still #1 and growing stronger. They now have 33% more exhibitors than #2, Collars & Leads.
• Collars & Leads showed surprising growth. Much of this was due to special function products rather than fashion.
• Food had the biggest growth which is undoubtedly related to the strong movement to super premium foods.
• Meds/Supplements also remains strong and is pushing Collars & Leads for the #2 Spot.
• Grooming tools is a surprise, but the drop comes 1 year after a spectacular 34% increase so it may just be stabilizing.
• With the show’s emphasis on grooming, Shampoos is not a surprise. They edged out carriers for the #10 spot.

Make no mistake. SuperZoo 2017 is still huge and offers a wide choice of exhibitors across all the Product Categories. Remember just 2 years ago the Exhibitor count was under 1000. The impact from the decrease in small booth exhibitors was born by the Special Floor Sections, especially Rodeo Drive and Critter Alley/Aquarium Terrace. The exhibitor types and product categories actually remained relatively stable in share. The biggest gainers were Dog and Cat Products, especially Food , treats and Meds/Supplements. However, only 5 of 32 Dog and Cat Product Categories lost any share and those losses were minor. The most significant loser in the exhibitor type section was Gifts/General Merchandise.

Finally, there are a few Dog/Cat categories outside the Top 10 with significant movement in Exhibitor count.

• Electronic – Up 34.6%. This long anticipated trend in “electric” products may be taking off and helping to drive:
  • Containment – Up 11.1%
  • Collars – Up 2.5% (Remember, the overall exhibitor count was down 10.2% so up 2.5% is significant)
• Waste Pick up – Up 10.6%; The number of exhibitors in this category is up 35.9% in 2 years.
• Outside Houses/Kennels – This category had a big decrease in exhibitors – Down 26.3%.

The chart below details the specifics for all 32 of the Dog/Cat product categories that I defined for the Super Search Exhibitor Visit Planner.  (Note: The SZ 2017 Super Search will be released in early July.) All the data inputs for this report and the Super Search were derived from reviewing the SuperZoo online exhibitor product listings AND then validated by visits to over 1000 websites and numerous separate internet searches. They’re not 100% accurate, but pretty close.

Changes of special note from 2016 are highlighted. Which categories are of interest to your business?

TAKE A LOOK. I HOPE TO SEE YOU IN VEGAS!

Every Pet Parent knows the joy and fulfillment that comes as a result of their companion animals. Plus, the folks at HABRI have taken this a step further. They continue to compile mounds of evidence that definitively proves that companion animals do improve our physical and mental health. We are all extremely lucky to be involved in an industry that works to improve the quality of life of both companion animals and people.

However, as this year’s GPE so rightly points out, the Pet Industry is also about business. The GPE evolved from the APPMA. That first show took place in 1958, with 17 exhibitors occupying 30 booths. This year’s GPE will showcase the wares of over 1158 exhibitors occupying more than 1164 separate booths. If that increase seems impressive, consider this. The US BLS dug into their archives and I was able to calculate that Total Pet Spending (All 4 Segments) in 1960 was $1.08B. In 2015 it reached $67.75B. Let’s put this huge increase in perspective. Adjusted for inflation, Pet Spending has increased at an annual rate that is 78% faster than Total U.S. Income and twice as fast as Total Consumer Spending..

This growth has attracted some attention and a “little” competition. Pet Products are now sold in over 200,000 U.S. retail outlets, plus the internet. Moreover, the combined exhibitor list from GPE 2016-17 and SuperZoo 2016 totals over 1900 different companies. About 25% of all show exhibitors don’t return the following year and every year they are replaced with new “entrants”. Without a strategic plan and a strong business focus , pet companies can and do fail. This rule extends beyond “startups”. Existing companies – manufacturers, distributors and retailers are not immune. So… TAKE CARE OF BUSINESS! And the place to do that is… GPE 2017. Let’s take a look at what awaits you in Orlando.

First, some 2017 GPE “booth” facts: (As of 2/20/17, 99+% of the booths were taken. A handful await final commitment.)

• Over 1164 booths – up 3.9% from 2015
• 350,000 sq ft of exhibit floor booth space (Not counting the new product area) – up 5% from 2015
• 10 x 10 is still the most popular size – with 422, in fact 70% of the booths are 20 x 10 or less.
• But Booths are 2% larger than 2016 – the “average” booth is over 300 sq ft (30×10)
• Size matters – Booths 300 to 800 sq ft (25%) occupy 41% of the space. Those over 1000 sq ft (4%) cover 26%.

Will you see any new exhibitors or is it the usual group? The “usual” group is definitely there (773 from 2016) but…

• 391 (34%) of the GPE 2017 Exhibitors did not exhibit at GPE 2016 (1 in every 3 Exhibitors this year was not at GPE 2016!)
  • In fact, 325 (28%) of this year’s GPE exhibitors didn’t exhibit at either GPE 2016 or SZ 2016

There are Specially Designated “Floor Sections” at GPE. Here is a brief review.

• International – Now separate pavilions for 4 countries – China, Taiwan, Great Britain and Canada, Total: 78 This is up 50% but is only about 1/3 of the 200+ exhibitors from outside the U.S. GPE is truly GLOBAL!
• Natural – 151 Booths: Up 29 (24%) “Natural” is still a “magic” word to the “ultimate” buyers – the consumers.
• Boutique – 52 Booths: Up 1 (2%) The section is “stable”, but down 20% from 2014. It is also much smaller than SuperZoo’s Rodeo Drive. A big factor may be the higher percentage of Retail Pet Stores among SZ attendees.
• Aquatic – 51 Booths: No Change. GPE has a long standing commitment to be the “go to” show for Aquatics.
• 1st Time Exhibitors – 136 Booths: The Section is full but only includes about half of the 265+ 1^st Time exhibitors at the show. If you want to get firmly established in the U.S. Pet Industry, you “must” do GPE. Every year, a major focus of Global Pet Expo is on “new”…both in products and in exhibitors.

A word of caution: These are specially targeted sections. However, as we have seen, there are large numbers of exhibitors in the “regular” floor space who would qualify for inclusion in these sections. You need to “work” the whole show to insure that you get a full view of the product categories of interest to you.

To facilitate show planning for attendees, in 2015 I developed a search tool for GPE and SuperZoo . Using Super Search, attendees are able to plan out their floor time by targeting the exhibitors with products that they are interested in seeing. Up to 5 product category searches can be run concurrently and the results are available in alpha or booth# order. The GPE 2017 Super Search will be published on 2/28. Now, let’s take a look at the results from this year’s research on exhibitors’ product offerings.

First We’ll Compare Exhibitor Types – By function: By Animal type

• Dogs Rule – 84% (5 out of every 6 booths) are selling dog products.
• Cats are making a move – In 2017, Cat Products surpassed 50% of exhibitors. Up from 40% in 2014.
• Fish/Aquatic is still positive. The other animals, especially reptiles and small animals are losing space.
• Business Services – This can range from POS systems to private label manufacturing. The growth is huge and reflects the growing business needs of attendees.
• Distributors – The count is less than half of SZ, but growth reflects GPE’s increasing appeal to independents.

Dogs and Cats are the undisputed royalty of Pet. Because of their huge impact on the industry. I have divided the products designed for them into 32 subcategories. Let’s see how this year’s GPE Top Ten (by booth count) are doing.

• Treats are still #1 and expanding their lead. Nearly 1 of every 3 GPE booths is selling dog and/or cat treats.
• OTC Meds/Supplements continue strong growth. 212 Booths: Up 99 (88%) from 2014. Many are in treat form.
• Food and even Feeding Accessories both showed strong growth, gaining in both Booth Count and share.
• Toys – It’s not all about health and nutrition. There is still room for fun. Toys moved into a tie for the #2 spot.
• Apparel fell 2 spots in rank and is losing exhibitors. The count is down 10% from the peak in 2015
• Collars & Leads – Stable in count but losing share. The numbers are actually buoyed up by wellness products.
• Beds/Mats gained slightly in count but fell in rank and slightly in share.
• Carriers – Took advantage of the drop in Clothes to move up in rank. Soft-sided carriers were a big factor.
• Grooming Tools – The Service Segment is strong. Tools entered the top 10 last year and continue to grow.

U.S. Consumers are more nutritionally focused and are transferring this attention to their companion animals. Super Premium Foods and Treats, Health & Wellness related products from Supplements to specialty feeders and even health related collars are filling the internet, more and more retail shelves, consumers homes…and of course, GPE Booths. Except for the strong, “fun” move by Toys, in 2017 the trend is function over fashion.

The last chart details the specifics for all 32 of the Dog/Cat product categories that I defined. Of note: All the data inputs for this report and the SuperSearch tool come from  a review of the GPE online exhibitor product listings AND visits to over 1100 websites. They’re not 100% accurate, but pretty close. Changes of special note from 2016 are highlighted.

Which categories are of interest to your business?

In addition to being bigger, the show staff works hard to make each GPE better, including enhanced educational offerings and of course…the New Product Showcase. In combination with the excellent work being done on SuperZoo, we have 2 “must attend” U.S. Pet Industry Shows. Thank you, APPA, PIDA and WPA!

Taking Care of Business – Time is Money. If they do nothing else, attendees can spend 1 minute and 14 seconds with each exhibitor. To have a successful show, everyone needs a plan. Exhibitors must provide accurate, advance information on their product offerings and showcase the “right” items in an impactful manner. Attendees need to Strategically Analyze their data, determine what they need to improve their business and develop a plan to find the products to fulfill their business needs. Then…execute the plan. Taking Care of Business requires planning and hard work. The GPE Super Search tool will be released in my upcoming post on 2/28/17. I believe that it can help. Good luck and I hope to see you in Orlando!

SuperZoo was recently named one of the 50 fastest growing trade shows in America by Trade Show Executive Magazine. In August, you’ll see why. In response to industry demand, the WPA re-structured and increased the size of the show. The result: 200 more exhibitors (+20%). In this post we’ll take a look at the type of exhibitors and product categories that rushed to fill that space.

But before we get started, let’s very briefly address the questions that always come up.

GPE & SuperZoo – What’s the difference? Why do both?

SuperZoo’s “roots” are that of a regional pet show. This history and their focus on the Grooming Service segment generates a higher percentage of pet retailers in attendance. One result of this is that there are more distributors and business service exhibitors. The GPE is the trade show foundation of the U.S. Pet Industry so it has always been the “must go to” show and has developed a larger International representation.

However, you should always remember that pet products are sold in over 200,000 retail outlets in the U.S. and… the internet. This means that both shows have attendees from every retail channel and exhibitors and attendees from around the world.

Logistically: The average GPE Booth is 50% bigger than SZ. The 10’x10’ is the most popular size booth at both shows. However, it is a much higher percentage of the total at SZ.

Average SZ Booth is 20’x10’        Average GPE Booth is 30’x10’

Why do both? Our industry is constantly evolving and a lot can happen in 4+ months. Also, consider this. In 2016, 620 Exhibitors are doing both shows. However:

• 520+ Exhibitors at SuperZoo weren’t at GPE
• 486 Exhibitors at GPE aren’t doing SuperZoo

With over 1700 total exhibitors and more than 41,000 in combined attendance….both shows are clearly a “must”.

Now, let’s take a closer look at SuperZoo to see where the huge influx of exhibitors “landed”. The 2016 show has 5 distinct Themed, Floor Sections – down from 6 last year, (no separate Equine) Here’s a comparison:

• The special sections absorbed most of the growth and for the first time exceed 50% of the booths.
• Natural is the hottest “classification” in U.S. Consumer products. The Pet Industry is no exception.
• The expanded space also has allowed more 1^st timers to attend.
• Critter Alley/Aquatic also grew significantly although this may just be exhibitors opting to move from the regular floor space to the special section.
• The Grooming Service Segment is a major priority and its growth rate exceeded the average.
• Rodeo Drive is the second largest section but remained stable in booth count and fell in share.

One thing to remember is that there are plenty of exhibitors in the “open” floor space with products that would fit into these designated special sections. Perhaps, there was no room or they have a more diverse product line and don’t want to be limited by a narrow classification or….even more likely, they got a higher traffic location. Let’s look at the exhibitors by type, including animal.

• The increase in Business Services is incredible. It should be noted that while the bulk of these are aimed at retailers and groomers, there are some whose focus includes manufacturers.
• Increases in distributors and Gift/Gen Mdse also reflects the high number of retailers in attendance.
• Dogs and Cats are the animal royalty, with an exceptionally high percentage increase in cat products.
• All other animal types were down or about even in exhibitor count and universally down in share.

Let’s take a closer look at the “royalty”. Here are the top 10 Dog and/or Cat Categories at SuperZoo 2016.

• Treats remain #1 and are growing even more widespread across exhibitors.
• Meds/Supplements had the largest percentage increase and is pushing Collars & Leads for the #2 spot. It should be remembered that many new Supplements are in the form of treats, driving the growth of both categories. Meds/Supp is also a big factor in the increase in Cat Products.
• Grooming Tools moved up 3 spots due to the strong and increasing appeal of SuperZoo to Groomers.
• Shampoos sneaked into the top 10. (Groomers again). Carriers/Crates fell from #9 to a tie for #10.

Overall you can see that the industry recognizes the importance of SuperZoo to pet retailers and the fast growing Grooming Segment with the increase in exhibitors relating to these businesses. In terms of products, the growth is all in Dog & Cat. Treats continue to maintain their remarkable run and the growth in Meds/Supplements is nothing short of spectacular. On the downside, apparel may have peaked.

Finally, there are categories outside the Top 10 that are also making significant positive moves. A few that come to mind are:

• Wipes (Many are medicinal)
• Training Pads
• Monitoring Devices.

The chart below details the specifics for all 32 of the Dog/Cat product categories that I defined for SuperSearch. Of note: All the data inputs for this report and the SuperSearch tool were derived from reviewing the SuperZoo online exhibitor product listings AND then validated by visits to over 1100 websites and numerous separate internet searches. They’re not 100% accurate, but pretty close.

[box]NOTE: The SuperZoo 2016 SuperSearch Exhibitor Visit Planner has been updated as of 7/31.  

CLICK HERE TO GO TO THE SITE TO DOWNLOAD THE UPDATED TOOL! 

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Now, back to our chart. Changes of special note from 2015 are highlighted. Which categories are of interest to your business?

TAKE A LOOK, MAKE YOUR PLANS AND….SEE YOU IN VEGAS!