There was a new, modern, and vibrant concept, with greater visitor engagement through three thematic paths and over 80 events organised across four stages
The 21st edition of Zoomark, the international pet food and pet care trade show, held at BolognaFiere from 5 - 7 May, surpassed all expectations and solidifyed the event's leading role in the European pet market.
There was an increase in both exhibitors and visitors nearing 31,000, over 64% of whom came from abroad, who found a stimulating, engaging, and productive atmosphere over the three days of the fair. This is evidenced by the fact that many exhibitors have already decided to confirm their participation in the next edition of Zoomark, from May 10 to 12, 2027, through rebooking, benefiting from a preferential rate.
Solid Growth, Global Vision
In recent years, Zoomark has grown significantly, but the 2025 edition marked another leap forward, with a 23% increase in exhibitors, leading to a redesign of the exhibition layout, adding three more pavilions to accommodate all the companies eager to launch their latest innovations and expand their business.
The exhibitors at Zoomark 2025 numbered 1,268, including 43 startups, occupying 90,000 square meters (+32% compared to 2023), coming from 56 different countries, mainly from Europe but also from the USA, Asia, and the Middle East.
If the data confirms the event's "Bigger and Bolder" nature, it’s also thanks to the many initiatives introduced this year: the three thematic paths that facilitated the visitation flow, the six special areas, and numerous opportunities for meetings, exchanges, and networking.
Thematic Paths
Through a collaboration between Zoomark and the Pet Sustainability Coalition (PSC), Greenmark was created, an itinerary designed to recognise companies showcasing their latest eco-friendly solutions at the show.
The other two special paths made it easier to identify and contact brands that emphasise two very specific fields.
Italian Style highlighted excellence in design, quality, innovation, and creativity, showcasing Italian style in the pet world.
Tech for Future guided visitors to the companies leading in technological innovation, presenting cutting-edge proposals and ideas poised to shape the market’s evolution.
The presence of buyers from 120 different countries, many of whom arrived in Bologna thanks to collaborations with ITA - Italian Trade Agency, working in key pet industry markets, confirmed the international appeal of the BolognaFiere event. Among the visitors were a significant number of retailers, pet shop buyers, chain distributors, and import-export operators.
The Success of the 6 Special Areas
For the first time, Zoomark featured the Factory area, attracting purchasing managers, quality managers, formulators, R&D heads, and production technicians interested in visiting companies in the supply chain.
The more discerning buyers and retailers were drawn to the Atelier special area, which offered exclusive, top-quality, and artisanal-style products.
Great success was also seen for the Pawfect! special area, dedicated to the world of grooming, which featured the Pawfect Stage. This stage hosted grooming seminars, shows, the first-ever Dog Massage, and performances from On Hair Dog Edition.
This innovative format, born from a collaboration between Zoomark and Cosmoprof, introduced the most advanced grooming techniques and trends. Live demonstrations were curated by artistic director Vittorio Masciarelli, director of On Hair by Cosmoprof.
The Dog Massage offered a unique training experience, exploring the most advanced dog massage techniques, guided by wellness expert Alessandra Scatà.
Pet Vision reaffirmed its place as the most intriguing special area, the heart of the event, with an exhibition of around 500 new products and a competition that rewarded products best aligned with four macro-trends in the sector: Value for Money, Green Transition, Mini Mania, and Brain & Health.
Among the most interesting and innovative products featured at Zoomark this year were accessories and products focused on sustainability, made from recycled or upcycled materials, like a line of harnesses made from cork; numerous interactive mental activation toys, such as puzzles and developmental mats for pets' well-being; and cutting-edge technological devices, including the first smartphone designed for pets, automatic food and water dispensers connected to pet owners' electronic devices.
As always, Zoomark showcased the best of international pet food production: gently cooked foods (low-temperature cooked to preserve nutritional values), alternative ingredient foods, monoproteins, functional diets, and a wide variety of snacks.
The fair featured not only dogs and cats but also food and accessories for birds, small animals, fish, and exotic pets, which are increasingly present in the homes of pet lovers.
Innovation and Technology at the Forefront
The Aqua Project area, in collaboration with AIPA (Italian Association of Small Animals), was dedicated to aquariums and terrariums, showcasing key innovations in the sector. The Next 5.0 area, entirely focused on pet-tech and innovation, was a major highlight, displaying the most interesting proposals from young startups.
These startups, alongside more established companies, presented their most advanced and diversified solutions in areas such as food, beauty, care, monitoring, IoT, games, and entertainment.
A Full Program of Conferences and Seminars
To make the fair even more engaging and stimulating, a packed program of over 80 conferences, seminars, roundtables, and presentations was organised, helping to facilitate further exchanges, meetings, updates, and training, confirming Zoomark as an essential international event for all key players in the pet market.