The power of connection. Why trade shows are essential for the industry

Trade shows provide opportunities to enhance sales, generate leads and boost brand visibility. While attending as a visitor usually represents a low investment, participation as an exhibitor is a more costly choice.

Attendance: be clear on purpose

It is, therefore, important for an exhibiting company to be clear about why it wants to participate and what it hopes to achieve by attending a specific event.

“Before deciding on a large trade show, think about what you want to achieve. Are you looking for new clients, networking or brand exposure? If your goals don’t align with the show’s offerings or audience, it may not be the best fit,” says Andrea Terrile, Head of European Sales at Thai pet food business Perfect Companion Group.

Putting your company out there

Paul van der Raad, CEO at Swedish pet nutrition firm Petbuddy Group, points out that the purpose might vary according to the show. “The same company will have a different position in different markets – it might be a leader in a market, but in another, it may just be trying to establish itself,” he says.

Safa Mikha, Head of International Sales at high-end German pet food and supplements maker Dr.Clauder, recognizes the importance of the opportunity to showcase a brand: “Shows and exhibitions give us a chance to expand our network with new customers who are aware about Dr.Clauder but haven’t had the chance to get in touch with us directly.”

Jerome Detais, Commercial Manager at European packaging manufacturer Coveris Group, says that as the first such company to exhibit at Interzoo, taking part in a trade show was fundamental as “potential customers can really see our company, the staff’s knowledge and have a real sense of all the solutions we can offer”.

He continues that a trade show “is an important step in getting new clients. It is that initial contact that gets followed up and then turns into business”.

From a different perspective, Marcel Blok, CEO at pet industry consultants Change Stranamics, says that shows “are the place to be seen”.

This means that even if from a business point of view the decision is challenging, companies feel compelled to participate, as “they do not want to be seen as a company who cannot afford to be there”.

Long-term catalysts

For brands and manufacturers looking to break into new markets, trade shows provide an opportunity to assess market dynamics and local demand, as well as establish key contacts and gain firsthand insights into regional consumer behaviors.

According to results of a survey of visitors to Interzoo 2024, more than 4 out of 10 (41%) cited initiating business contact as a key reason for attending the event in Nuremberg.

The strategic value of these events goes well beyond immediate sales – they provide inside knowledge and a fuller picture of a market.

“The ability to meet multiple potential clients in one venue significantly reduces logistical challenges and costs, making trade shows a highly efficient market entry strategy,” says Lluc Ferrer, Export and Private Label Manager at Spanish pharmaceutical company Cantabria Labs.

Van der Raad emphasizes that attending a trade show can be part of an entry strategy but not your ticket in: “There is also the need to understand the market, the legislation, the partnering – and all that happens beforehand.”

For players looking to expand globally, presence at these events is often seen as essential. “If you want to expand internationally, you need to be there, you need to be seen,” says van der Raad.

The Interzoo survey also found that 97% of exhibitors were able to establish new business relationships, and 93% said they expected follow-up business due to trade fair contacts.

Measuring results

Traditionally, the success of trade shows is based on Return on Investment (ROI), i.e. performance metrics such as leads generated, market insights gained and the number of strategic partnerships formed.

Yet, the benefits of participating at a trade show go beyond pure metrics. Bloc goes further stating that “it doesn’t make sense to look for quantification”. Van der Raad also believes it is not all about ROI.

“It is not just buying and selling, it is knowledge, it is about networking and sharing knowledge about relevant topics,” he says. In fact, more than 9 out of 10 participants in 2024’s Interzoo were decision-makers or involved in purchasing and procurement decisions.

Pet fairs also provide a crucial platform for visibility and credibility, allowing companies to build relationships.

Moreover, in many markets, there is the cultural aspect. “In Spanish and Latin American cultures, people need to know who they are dealing with – the face-to-face contact is fundamental,” adds Ferrer.

Plus, there are advantages across the whole supply chain. “For businesses involved in private label manufacturing, trade shows provide a crucial platform for connecting with large-scale retailers seeking exclusive pet product lines.

Private label production requires significant volume commitments, making trade shows an essential environment for securing long-term contracts,” concludes Ferrer.

Expanding world of trade shows

Marking its 38th year, Interzoo 2024 welcomed over 37,000 industry professionals from 140 countries, a 32% increase. In Spain, Iberzoo Propet 2025 saw an increase of 33% in visitors to more than 21,600 when it took place in February in Madrid.

In the US, March’s Global Pet Expo 2025 in Orlando, Florida, featured over 1,100 companies exhibiting across more than 3,400 booths, attracting more than 21,000 pet industry professionals.

Reflecting the dynamism of the Chinese pet market, Pet Fair Asia, in Shanghai, is now its 27th year. In 2024, it featured over 2,500 exhibitors, attracting a record-breaking 124,000 attendees from 91 countries (a 41.8% increase).

Next to the big events, smaller-scale regional events are providing pet players with the opportunity to get to know their target markets. Events such as Interpets Asia Pacific (Japan) and Pet Fair South East Asia (Thailand) provide localized industry insights and tailored business opportunities.

For example, last year’s Pet South America held in São Paulo, Brazil, reported R$11.5 million ($2M/€1.8M) in business transactions.

New trade shows are also adding to the existing offer because of growing demand in emerging markets.

Pet Fair Vietnam, now in its second year, has already attracted 12,000 visitors. In China, a new exhibition in Guangzhou, Pet Sourcing Fair China, has been highly rated by professionals as a place to network.

Visibility and engagement

For companies wishing to expand their footprint to new markets, a combination of global and regional trade shows ensures both broad visibility and localized engagement. They also mean higher quality interactions and, in most cases, lower costs to attend as an exhibitor.

Ferrer comments that when trying to expand into Eastern Europe, attending regional events helps to establish credibility before transitioning to larger, global exhibitions. “Smaller, more focused trade shows or industry-specific events can sometimes provide better opportunities,” agrees Perfect Companion Group’s Terrile.

According to the Interzoo survey, 29% of visitors were looking for a general market orientation. An additional 10% attended the event to observe what their competitors were doing.

For consultants in the industry the reality is no different – attending local shows is key.

Miguel Angel Lopez, consultant and pet food advisor in the Mexican market, shares how he has “witnessed the sale of complete equipment lines, supplier changes, the introduction of new technology and additives, and the discovery of new supply options at each and every trade show”.

Forums for advancing change

Sustainability has undoubtedly become a major focus in the pet industry, and trade shows are proving to be invaluable in advancing these initiatives.

Jim Lamancusa, CEO and Executive Director of the Pet Sustainability Coalition (PSC), highlights how collaboration at trade shows fosters meaningful discussions and drives collective action.

The ability to engage directly with brands, retailers and stakeholders makes these events a powerful tool for sustainability education and innovation.

Many trade shows have reflected this shift toward environmental responsibility. At Zoomark, the PSC has recently agreed a collaboration to develop the Green Mark designation system that reflects the industry’s shift toward transparency and accountability.

“By providing a standardized way to identify brands with meaningful sustainability efforts, PSC is helping businesses cut through greenwashing and connect with genuinely responsible companies,” says Lamancusa. “These developments underscore how trade shows are not just showcasing sustainability but actively shaping industry-wide practices.”

Trade shows keep on evolving

For anyone who has attended shows repeatedly, their evolution is clear – they have grown with the industry, particularly in what they offer.

“Taking Interzoo – now it encompasses the whole supply chain, from machinery, packaging and ingredients to manufacturers and brands, to retailers to distributors, but 20 years back it was mostly about brands meeting retailers,” says Petbuddy Group’s van der Raad.

Leading trade shows have also expanded their offerings to include new products, educational sessions, forecasting and whole zones dedicated to emerging trends and helping businesses align with the latest industry shifts.

This year’s Zoomark has debuted a hub for startups and 3 thematic routes. “Attending the educational sessions has opened doors for future collaborations, product innovation and increased visibility in competitive markets,” comments Terrile.

How big is too big?

This evolution also translates into more space to fit new hopefuls entering the pet market. Interzoo introduced an extra hall in 2024 and this year’s Zoomark has also added a new area and now totals 10 halls and 78,000 sq m.

Pet Fair Asia spanned 300,000 sq m at its last event and, according to a post-show report, more than 93% of attendees came away satisfied.

One of the ongoing discussions within the industry relates to this increase. How much larger can trade shows grow? Pet industry leaders express a range of views.

Lopez tells us: “If they are large, then I plan the visit with a list of clients,” while Ferrer says that “when there are so many people in a single hall, the intensity of the contact diminishes”.

As trade shows keep on integrating more educational initiatives, market trend sessions, partnerships, training and networking, the shift towards knowledge-sharing, innovation and fostering long-term industry growth is clear.

After all, trade shows are not just about today’s business, they shape the industry’s future.