Every March, the pet industry converges on Orlando for Global Pet Expo — the largest annual gathering of pet product manufacturers, retailers, and innovators in North America. This year’s event runs March 25 through 27 at the Orange County Convention Center, and the dog health and wellness products set to debut are worth paying close attention to.
Global Pet Expo is not a public consumer show. It is a trade event produced jointly by the American Pet Products Association (APPA) and the Pet Industry Distributors Association (PIDA), meaning attendance is limited to qualified industry professionals — retailers, distributors, manufacturers, media, and buyers. But what gets launched here determines what lands on pet store shelves and e-commerce sites for the rest of the year. If something new catches the eye of buyers at this show, you will likely be seeing it advertised to you by fall.
For dog owners who want to stay ahead of what’s coming in canine health, wellness, and nutrition, paying attention to Global Pet Expo is one of the most useful things you can do.
The Scale of Global Pet Expo 2026
This year’s expo is shaping up to be one of the largest in the show’s history. Organizers report more than 22,000 registered attendees from across the global pet industry, with upward of 1,200 exhibiting companies spread across more than 3,500 booths. The New Products Showcase will feature more than 1,000 new products organized into 12 categories, covering everything from dog food and treats to pet tech, accessories, supplements, and wellness.
The Global Learning Series — free for all registered attendees — will include more than 80 educational sessions. Topics range from retail strategy and business development to animal behavior, nutrition science, and emerging research in pet health. These sessions are designed for industry professionals, but the takeaways routinely filter into consumer-facing content, product formulations, and veterinary conversations over the months that follow.
The show floor also features several specialty pavilions, including the Natural Pet section, the Modern Pet Specialty Section, and the Sustainability Pavilion, which returns this year through the Pet Sustainability Coalition. For dog owners who prefer cleaner, greener, or science-forward products for their dogs, these zones tend to be where the most interesting new releases are clustered.
Dog Health and Wellness Products Debuting at the Show
The range of dog-focused products being launched at Global Pet Expo 2026 reflects a shift that has been building for several years: the pet industry is increasingly treating dog health with the same seriousness as human health, borrowing formulation approaches, ingredient science, and clinical standards from human supplement and pharmaceutical markets.
Here is a look at some of the notable dog health products making their public debuts at the show.
Targeted Supplement Formulas
Rooted Owl is presenting its line of science-backed pet supplements at this year’s expo. The company distinguishes itself by using concentrated active ingredients without fillers — a formulation philosophy more commonly seen in human nutraceuticals. Their current portfolio covers mobility support, calm and anxiety relief, daily vitality, and CBD-based functional products. For owners of aging dogs dealing with joint stiffness or anxiety-related behaviors, these kinds of targeted formulas represent a meaningful departure from generic multivitamins.
Fera Pets is a female-founded, veterinarian-formulated supplement brand that has earned NASC (National Animal Supplement Council) certification and uses clinically studied ingredients across all formulas. Every product is third-party tested. The NASC certification is worth noting because it is one of the more rigorous quality benchmarks in the pet supplement space — it requires adherence to manufacturing standards, adverse event reporting, and ongoing facility audits.
North Hound Life is showcasing what it describes as premium whole-food supplements built around functional mushrooms and superfoods. Mushroom-based formulations — particularly lion’s mane, reishi, and turkey tail — have attracted growing interest from researchers and integrative veterinarians for their potential immune-modulating and cognitive support properties in dogs. North Hound Life positions these as simple daily bowl additions rather than complex supplement regimens.
Skin, Coat, and Allergy Support
PupGrade is returning to the expo to debut its new Itch and Allergy Soft Chew in the New Products Showcase. The formula centers on a patented postbiotic ingredient designed to support immune function and gut microbiome balance, alongside additional ingredients targeting skin and coat health. This dual-axis approach — addressing both the gut and the skin simultaneously — reflects current research suggesting that many chronic skin conditions in dogs have an underlying gut dysbiosis component. For owners whose dogs cycle through recurring itching, hot spots, or coat dullness, this kind of formulation is worth watching.
Spot and Tango is debuting sensitive skin and stomach biscuits and chewy treats at the show. The brand is also entering its first international market this year with its shelf-stable fresh-dry dog food — a format that preserves the nutritional profile of fresh ingredients without requiring refrigeration.
Nutrition and High-Protein Treats
Several exhibitors are debuting minimally processed, high-protein dog treats that align with owner demand for cleaner ingredient labels.
Three Dog Bakery is launching Bark’n Crunch Chicken Chips — a single-ingredient, high-protein snack made with one ingredient: chicken. No fillers, no artificial flavors, sourced in the USA. For owners who have grown frustrated parsing long ingredient lists for hidden additives, single-ingredient treats continue to be one of the clearest ways to simplify what goes into your dog.
Cookie Pal produces baked dog treats using human-grade, organic ingredients. The premise is straightforward: the same care applied to human food should apply to dog food. Cookie Pal treats are baked rather than extruded, and the brand emphasizes nutritional quality alongside palatability.
Zignature is introducing new Freeze-Dried high-protein recipes made with pumpkin and fenugreek for improved digestibility. They are also debuting puppy-specific formulas and novel-protein options designed to support whole-body health across life stages. Novel proteins — proteins a dog has not been previously exposed to — are often recommended as part of an elimination diet for dogs with suspected food sensitivities.
Ear Health and Topical Care
Vetericyn is presenting a new Triple Action Ear Treatment containing 1% hydrocortisone, formulated to address three problems simultaneously: relieve itching, clear infection-causing buildup, and restore healthy balance to ears affected by otitis externa and related irritations. Ear infections are among the most common veterinary complaints in dogs — particularly in floppy-eared breeds — and a product that combines anti-itch, antimicrobial, and microbiome-restorative actions in one formula reflects the kind of multifunctional approach that resonates with owners tired of managing multiple products.
Enrichment and Behavioral Health
Physical health and mental health are increasingly understood as inseparable in dogs, and several exhibitors are addressing the behavioral side of canine wellness. Brightkins is previewing new brain-boosting enrichment products including a puzzle toy and lick mats designed to engage a dog’s problem-solving instincts. Cognitive enrichment has been linked to slower cognitive decline in aging dogs and reduced anxiety-related behaviors in dogs of all ages.
Starmark has been developing training and behavior products for more than 30 years with input from professional dog trainers and behaviorists. Their products are tested at Starmark Academy and designed for dogs at all training levels, from basic obedience to complex behavioral rehabilitation.
What the Trends at Global Pet Expo Tell Us About Dog Health in 2026
Looking across the product categories being launched at this year’s expo, a few clear patterns emerge.
Gut health as a foundation is not a trend — it is becoming standard practice. Multiple brands are formulating around the gut-immune-skin axis, acknowledging that a dog’s digestive microbiome has downstream effects on immunity, skin condition, mood, and overall vitality. Products that combine postbiotics, probiotics, and prebiotic fibers with secondary targets like skin or joint health reflect this more integrated understanding of canine physiology.
Single-ingredient and minimal-processing standards are gaining traction in treats and food formats. As owners become more ingredient-literate, the marketing appeal of fewer, cleaner ingredients is translating into actual formulation decisions. Freeze-dried, single-ingredient, and human-grade certifications are no longer premium differentiators — they are becoming baseline expectations for brands targeting health-conscious dog owners.
Longevity thinking is entering product design. Several exhibitors are explicitly framing their products around life-stage support, cognitive aging, and whole-body vitality over time rather than addressing acute problems only. This shift mirrors what is happening in human health and wellness, where preventive and longevity-focused supplementation has moved from fringe to mainstream.
Why This Matters for Dog Owners Who Are Not at the Show
Most dog owners will never attend Global Pet Expo — and they do not need to. But the products that generate buzz in the New Products Showcase tend to move quickly from trade debut to retail shelves. Watching what gets attention at this show gives dog owners a reliable preview of what their veterinarians, pet store buyers, and online retailers will be stocking and recommending later in the year.
If your dog is dealing with chronic skin issues, mobility challenges, cognitive changes associated with aging, or recurring ear infections, there are multiple products debuting this week that may be worth asking your veterinarian about in three to six months once they have cleared distribution channels and accumulated initial user reviews.
The direction the industry is heading is encouraging. The emphasis on science-backed formulations, clinical ingredient standards, and whole-body approaches to dog wellness suggests that the gap between how we approach human health and how we approach dog health continues to narrow. That is good news for every dog owner who has ever felt like the supplement aisle was full of vague promises and weak ingredients.
Global Pet Expo 2026 runs through March 27 at the Orange County Convention Center in Orlando, Florida. More information about the show and its exhibitors is available at globalpetexpo.org.