Zoomark 2025: Tofu litter, olive wood chews, satchel-style carriers and more

Zoomark’s 2025 edition has just come to a close. Spanning over 9,000 sq m, the pet industry gathered in Bologna to showcase the latest trends and innovations.

GlobalPETS toured the 10 halls and spotted some of the most interesting and unique product propositions that exhibitors from around the world brought to Italy last week.

Cat litter

Often seen as a category where value growth can be more challenging, cat litter stood out with some of the most innovative concepts. Under the sustainability theme, new materials came to the fore, going beyond the more traditional wood and cassava.

San Marino-based Oasy presented its new range of vegetal cat litters made from tofu and peas. The product is biodegradable and can be disposed of in the toilet or with organic waste.

Eco Paws Coffee Grounds is giving new life to the waste generated by coffee production with cat litter made from repurposed coffee grounds. The US player says the product is enriched with magnesium, which helps regulate cats’ nervous system activity and reduce stress levels.

Some other players presented cat litter in Bologna that detects feline urinary health issues, bladder stones or cystitis early.

Monoproteins

More players released pet food propositions featuring monoproteins, which tend to be particularly beneficial for pets with food sensitivities, allergies and digestive health problems.

The category seems to be gaining momentum, and brands like German pet food company Belcando and the Belgian natural and sustainable food and treats brand Edgar & Cooper both focused on duck as a single protein source.

Dorado from Venice offered monoprotein formulas tailored for diabetic cats.

British natural pet food brand Simply also entered the market with its new product range, which aims to deliver a comprehensive mono-ingredient solution.

Pet vs. human cuisine

The industry continued to push and drive humanization to new levels, blurring the line between “pet cuisine” and human snacks.

Brands such as Wow Dog from Vienna presented meat bars for dogs, which are marketed like protein snacks for fitness enthusiasts, emphasizing high-quality protein content and minimal processing.

4 Dogs’ Peanut Butter with antlers and brewer’s yeast stood out as a nutritional supplement designed for dogs, blending natural ingredients with functional benefits.

Portuguese human-grade Cooka’s Cookies appealed to a nostalgic feel, packed in a retro-designed jar and marketed as “Grandma’s Stew.”

On the other end of the spectrum, Chinese pet treats and chew toy manufacturer Chongqing Pet Union Biological Technology developed fun party-sized food in the form of human treats such as donuts or pretzels.

A local touch

Several brands established their competitive positioning at this international trade show by focusing on local traditions or product sourcing.

German Heinrich Nagel exhibited bark chews, while Italian manufacturer Morando integrated the company’s culinary heritage into its formulations.

Similarly, Montego Pet Nutrition from South Africa spotlighted antelope in its Karoo range, while Himalayan Pet Supply continues to focus on Himalayan dog chews consisting of cheese crafted using an ancient cultural technique from Nepal.

Spanish company Antlerworld by El Abuelo introduced Rustyc Olive Wood chews, made from sustainably sourced olive wood and olive oil. This natural chew retains its original bark while providing an authentic experience for dogs and supporting an eco-friendly vision.

Accessories and pet travel

Italian brand MyFamily presented luxury pet accessories inspired by the Amalfi Coast. In contrast, Barcelona-based accessory company Brott tapped into the design and lifestyle trend by offering elevated dog accessories under the motto “dress attitudes, not pets.”

MamaPetz from Turkey leaned into handmade aesthetics, highlighting a growing demand for more personal, designed wood craftsmanship items for furry friends.

Bulgarian BECHIVA presented premium harnesses for small dogs and cats, expertly crafted in leather.

Swedish outdoor brand Thule showcased its Allax Dog Crate in Bologna, which is available in 10 different sizes. Italian brand UGO presented “unconventional” bags for dogs similar to satchel travel bags, for pets’ increased comfort.

Toys

Toys and products stimulating cognitive function were also present in Bologna, with Slovenian toy designer Pawzler being an interesting example. They presented dog puzzles meant to stimulate pets (and humans) mentally. The company claims that just 5 minutes of mental stimulation with their products can offer benefits equivalent to 20 minutes of traditional physical activity for dogs.

Joy & Toy proposed a fun approach, presenting the first surprise egg for dogs: a gluten-free egg with a toy inside.

Packaging and poo bags

Packaging also played a visible role, with many brands experimenting with new and downsized formats. For example, Ukrainian wet pet food producer Carnie showcased an easy-to-reseal can.

A clear emphasis was also placed on recyclability and the use of recycled content within pet food bags, not just for pet food but also for accessories such as poo bags.

Canadian brand Earth Rated, who won the GlobalPETS Forum Award 2025, presented its dog poop bags made with 65% certified post-consumer recycled plastic. The products are designed to be thick, leak-proof, and large enough to cover the hand fully, ensuring sanitary handling during walks.

Belgian pet product distributor M-PETS showcased poo waste bags crafted entirely from 100% recycled plastic. Each box contains 60 durable, leak-proof bags in refreshing scents like mint, lavender, rose and lemon.