Sign In
Breaking
Free Newsletter
Pet Age Staff//January 1, 2025//
Pet Age Staff//January 1, 2025//
The pet industry has been booming, and it continues to expand at a lightning-fast pace. One reason is that brands are providing the market with quality products that connect with consumers and their beloved companion animals.
As we start the new year, it’s time to unveil the 2025 Editor’s Select program, which celebrates the best of the best in 49 pet product categories.
The mission of the Editor’s Select program is to recognize the products that balance unparalleled quality, value and innovation in a wide range of pet care categories, including Apparel, Beds, Grooming, Cleaning, Health, Food, Toys, Treats and more. It’s important to know that Editor’s Select is not a nomination-based program, and the following selections are based on observations at trade shows, in pet shops and during first-hand experiences in 2024.
There are countless new products launched every year, and Pet Age hopes manufacturers, distributors and retailers consider the following items in their mission to meet the evolving needs of today’s companion animals.
Among the brick-and-mortar retailers that provided feedback was Claudia Loomis, president of CB Pet Market, which has several locations throughout New Jersey. With more than 20 years of experience in the pet industry, Loomis has numerous certifications in pet nutrition and wellness.
When asked about the “perfect pet product,” she offered her take on the subject from the perspective of a retailer.
“For a retailer looking for ‘perfect’ products, we consider the four Ps of perfect pet products, passion, purpose, partnership and price,” Loomis explained.
What follows is her take on how retailers tend to review pet products when considering the offerings to carry in their stores.
Passion: It is important that the manufacturer be truly invested in the pet industry and designing products that enhance the lives of pets and their owners. Companies that are driven by this passion aim to foster strong bonds between pets and their humans. Whether it is through eco-friendly toys, nutritious foods, or fun and functional accessories, the goal is to enrich the pet’s experience and promote well-being, happiness and playfulness. These manufacturers are actively engaged in the pet community and seek out feedback from pet owners and industry experts to continually improve and innovate products.
Purpose: Does the product have a clear and district purpose, solving a problem or enhancing the enjoyment of life for a pet or pet parent? Retailers look for products that are thoughtfully designed and keep the specific and unique needs of the pet in mind. Retailers then dial down and consider if the product has features, advantages and benefits which are different from comparable products we carry in the store. Is the product innovative, and does it fill a gap in the pet store‘s product offerings? Next, retailers look at how thoughtfully manufactured the product is, in terms of sustainability, quality ingredients and manufacturing transparency.
Partnership: Even the best pet products do not sell themselves. Manufacturer training and in-store support are crucial when retailers are selecting pet products to carry. Training empowers staff to understand the unique benefits, ingredients or specifications of a pet product. Knowledgeable employees can make personalized recommendations and answer questions, which builds customer trust and creates an exceptional customer shopping experience. In-store support with demos and promotions helps set independent pet retailers apart from big-box and online retailers, thus giving customers more reasons to visit pet stores.
Price: The perfect product is not perfect if it is priced outside of a pet parent’s budget. While price is a major consideration, retailers balance affordability with quality and customer expectations. Cost and margin protection are also key factors. Retailers make an investment when they bring in a product and, in return, they need to see a reasonable return on their investment, so an adequate margin is necessary. It’s common for manufacturers to offer their products in big box retailers, online retailers and on their own direct-to-consumer websites. However, those who sell below suggested retail price or do not have or actively police their MAP or IMAP pricing are not considered good partners by retailers.
“Passion, Purpose, Partnership and Price will drive a retailer’s decision when searching for ‘perfect’ pet products,” Loomis concluded. “But, as I noted before, top of mind as well are the unique needs of the individual pet. A product that is perfect for one pet is not perfect for all pets.”
After all, she points to the invisible fifth P when it comes to evaluating pet products; it’s the pet.
Penn-Plax
Aqua-Floras
HelloReef
HelloReef Kit
Marineland
Contour Desktop Kit
Omega One
Freeze-Dried
Xtreme Aquatic Foods
Xtreme Flakes
Aqueon
Nutrinsect
API
Perfect Start
Aqueon
Pure Betta Beads
Boyd Enterprises
Vita-Chem
Wyld’s Wingdom
PerchPal
A&E Cage Company
Flight Cage
Win World International
Universal Cage
ZuPreem
Essential Nutrition
Volkman
Featherglow
Wild Delight
Bugs N’ Berries
HomeoPet
HomeoVet Avian Care
Wild Harvest
Healthy Benefits
ZYMOX
Avian Care
A&E Cage Company
Smakers Treat Sticks
Higgins
InTune Duets
ZUPREEM
Real Rewards
Armarkat
Armarkat Cat Bed
Distinctly Himalayan
Karma Cat Fantasy Cave
Zee.Dog
Zee.Cat Bed
Hagen
Catit PIXI Fountains
Park Life Designs
Oscar Tilt Bowl
PetRageous Designs
Meow Kitty Duo Diner
BIXBI
Rawbble Freeze-Dried
Instinct Pet Food
Instinct Raw
Primal Pet Foods
Freeze-Dried Nuggets
Hill’s Pet Nutrition
Science Diet Indoor
NutriSource
Grain Inclusive Dry Recipes
Wellness Pet Food
Wellness Complete Health
Fussie Cat
Gold Cans
Go! Solutions
Wet Cat Food
Weruva
Kitchen Cuties
Purina
Pro Plan FortiFlora
Vetericyn
Vetericyn Plus
Vetriscience
Vetri Lysine Plus
Catit
Go Natural
Elsey’s
Ultra Cat Litter
Healthy Pet
ökocat
Coastal Pet
Turbo Scratcher Cat Toy
Vee Enterprises
PURRfect Cat Wand
Yeowww! Catnip
Chi-CAT-a Banana Catnip Toy
Fruitables
Crunchy Cat Treats
Nulo Pet Food
Crunchy Cat Treats
NutriSource Pet Foods
Crunchy Cat Treats
PureBites
Freeze-Dried Cat Treats
Stella & Chewy’s
Meowfulls
Vital Essentials
Freeze-Dried Minnows
INABA Foods
CHURU Creamy Treats
Tiki Cat
Stix
Wellness Pet
Wellness Lickable Treats
INABA Foods
Churu Bites
NPIC
Get Naked Biteables
Tiki Cat
Tiki Cat Soft & Chewy
Canada Pooch
Alaskan Army Parka
PetRageous Designs
Eddie Bauer Collection
Shinola Pet
Shinola Sweater Collection
Petmate
SnooZZy Couch Bed
Shinola Pet
Napper
Snoozer Pet
Cozy Cave Bed
Advance Pet Product
Natural Wood Bowls
Indipets
SuperMax Bowl
PetRageous Designs
Seychelles Slanted Bowl
Ark Naturals
Protection+
Jiminy’s
Jiminy’s Dental Chews
Pets Best Life
Yummy Combs
Arlee
Comfurt Collar
Dogswell
Remedy & Recovery
Vetericyn
Vetericyn Plus Wound Care
Badlands Ranch
Superfood Complete
Redbarn
Air-Dried Dog Food
ZIWI
ZIWI Peak Air-Dried
BIXBI
Rawbble Freeze-Dried
Dr. Marty
Nature’s Blend Freeze-Dried Raw
Instinct
Raw Longevity Freeze-Dried Raw
Open Farm
Gently Cooked
Stella & Chewy’s
FreshMade
The Butcher’s Pup
Sous-Side Sausages
Annamaet Petfoods
Grain-Free
Primal Pet Foods
Kibble in the Raw
SquarePet
Veterinarian Formulated Solutions (VFS)
Fromm Family Pet Food
Diner Cans
Open Farm
Rustic Stew
PetKind
Tripett
Barking Buddha Pet
Buddha Bubbles
Pure and Natural Pet
USDA Organic
Skout’s Honor
Probiotic Shampoo + Conditioner
Ultimate Pet Nutrition
Nutra Thrive
NaturVet
Soft Chews
Vetericyn
ALL-IN Supplements
COLLAR Company
Evolutor
Leather Brothers
Luxe Leather
Zee.Dog
Hands-Free Leash
BetterBone
Natural Chew Bones
N-Bone
Quado
Tall Tails
Chew Dog Toys
Kong
Wubba
Petmate
Chuckit! Launcher
COLLAR
PULLER
Tall Tails
Rope Body Plush Toys
GURU Pet Company
Soft Scents
P.L.A.Y.
American Classic Collection
ChewMate
Dog Football TreatBrush
West Paw
Qwizl Puzzle Toys
SodaPup
Honey Pot Treat Dispenser
Brutus Bone
Broth Biscuits
K9 Granola Factory
Gourmet Donuts
Nature’s Animals
Gourmet Select Organic Biscuits
Barking Buddha Pet
Longlastics
Jones Natural Chews
Stuffed Windees
Natural Farm
Jerky Wrapped Beef Trachea
Nulo Pet Food
Functional Jerky
Barkley’s Bag
Barkley’s Bites
Polkadog
Dehydrated Cod Skins
Fromm Family Pet Food
Tenderollies
Jiminy’s
Chewy Cricket Treats
NutriSource
SuperStars Training Rewards
Healthy Hemp Pet
CannaNatural
\
Rooted Owl
CBD + CBG Freeze-Dried Treats (Dog/Cat)
Honest Paws
CBD Soft Chews (Dog/Cat)
ALZOO
Stain & Odor Remover
Lilly Brush
Pro Pet Hair Tool Kit
Skout’s Honor
Stain & Odor Remover
ALZOO
Plant-Based Flea &Tick
Earth Animal
Nature’s Protection
Vet’s Best
Flea + Tick
ZILLA
Habitat Accessory Kits
Penn-Plax
Lizard Lounger
Exo Terra
Hides
Timberline
Vita-Bugs
Repashy
Repashy Gel Formulas
Hikari
Herptile
JurassiPet
JurrasiVite
Repashy
Mineral Supplements
Fluker’s
Repta Calcium
Happy Habitats
Halo
Healthy Pet
carefresh
Oxbow
Enriched Life Multi-Level Habitat
Mazuri
Small Animal Diets
Sunseed
Vita Prima
Supreme Petfoods
Science Selective Rabbit Range
NPIC
N-Bone Ferret Chew Sticks
Sunseed
Vita Prima Sun Drops
ZYMOX
Small Animal & Exotic
