The International Exhibition of Products and Services for Pets, ZooIndustry 2026, held at the Expoforum Convention and Exhibition Centre, was traditionally bustling. However, while import substitution and range expansion were the key topics in previous years, the focus has now shifted toward more sophisticated product development. Russian manufacturers presented not merely “another pet food,” but comprehensive functional nutrition systems featuring veterinary diets, single-protein formulas, high meat content, and even Russia’s first protein shakes for pets.
Fresh meat and veterinary diets: how Russian pet food is changing
The Lipetsk-based PetExpert plant has reached its planned production capacity and continues to expand output. The facility opened in 2023 and now produces super-premium and holistic dry pet foods.
“We can include up to 30% fresh meat. Our technologists develop unique product lines, including single-protein and grain-free foods,” a plant representative said.
PetExpert manufactures products for major retail chains, including Four Paws, as well as the Avva, Wellkiss, and Mealfeel brands. It also works with partners such as Grand-Alpha (Blitz), Simbio (Territory), and others.
Grand-Alpha, a company with 27 years of experience, presented a broad product range at its stand, with the Best Dinner brand standing out in particular. Meat is the number-one ingredient; there is no corn or wheat, only natural preservatives. The range includes dry diets for puppies and adult dogs of small, medium, and large breeds, with lamb, veal, or duck. Wet food products also deserve special attention: delicate pâtés, minced meat, and large chunks in jelly. For additional support, the company offers the Multivit, Skin & Coat, and Arthrofit vitamin complexes. The clinical effectiveness of these diets has been proven through research conducted at the K. I. Skryabin Moscow State Academy of Veterinary Medicine and Biotechnology.
Grandorf, owned by Absolute Petfood, highlighted European quality. Grandorf and Grandorf Fresh are produced in Belgium at the United Food factory.
“These are top-tier holistic foods, made with human-grade ingredients and containing more than 50% meat, at a competitive price. But the main news is the launch of the Grandorf Vet veterinary range last year. The formulas are unique because they are entirely grain-free and contain no chicken. For example, the hypoallergenic diet is made with hydrolysed rabbit protein. This is an exclusive raw material that other manufacturers do not yet use. The range includes eight formulas for cats and six for dogs, covering the main needs of veterinary professionals.”
Blister packs, a kennel and creamy treats
At the Alphapet stand, brand manager Alina Morozova gave visitors a detailed overview of the company’s manufacturing technology.
“We are based in Dmitrov and operate our own full-cycle plant equipped with Swiss machinery. We are also the only company in Russia producing wet pet food in half-blister packs—cellular packaging shaped to fit the product. We ordered this equipment before the sanctions, so there are no comparable products on the market,” she explained.
A high content of fresh meat is another key feature.
“When recalculated on a dry-matter basis, we add up to 95% fresh meat of the same quality used in human food. No bran, no fillers,” Morozova stressed.
Even more notably, the company has its own kennel, where foods are tested for palatability, nutrient absorption, and digestibility. If palatability is below 50–60%, the product does not go on sale. Veterinary diets undergo clinical studies.
The highlight of the range is a creamy cat treat with functional additives. It comes in five flavours: lamb with sea buckthorn for vitamins A and C; chicken with cranberry for urinary tract health; rabbit with apple for immune support; and shrimp with shellfish for joint health.
“The cream is easy to squeeze from the stick pack: it does not run or make a mess. Veterinarians love using it in clinics to reduce an animal’s stress or stimulate appetite after surgery,” the company’s brand manager said.
KotMatros and Lora: a new chapter in pet care
KotMatros-Distribution arrived at the exhibition with an ambitious message: distribution matters, but proprietary brands open up entirely different horizons. Particular excitement surrounded the renewed Lora range. Visitors to the stand could pick up a small newspaper-style leaflet bearing the bold headline: “A New Chapter in the History of Pet Care.”
In recent months, the Lora team has clearly been busy in laboratories and creative studios. Instead of the usual vitamins and shampoos, it has introduced products people will want to tell their friends about. Take Bio-Jelly, for example: it is not simply a treat, but a health-supporting jelly supplement. For immune support, there are Immuno bear-shaped treats with vitamin D3 and amino acids. For beauty, there are Gloss heart-shaped treats containing biotin, omega-3, and collagen. All products are free from sugar, colourants, and GMOs. They may look tempting enough for people to try, but the manufacturer insists they are best left for pets.
Pet Pro Shake is positioned as Russia’s first line of protein shakes for animals. The idea is straightforward: if people have long consumed protein to recover after workouts, why not offer similar support to active dogs and cats? The products were developed for pets with elevated physical activity levels; they help maintain muscle mass and promote faster recovery.
There is also a more serious product: Lora Recovery. This is not about sport, but about support during difficult times—a complex designed for recovery after surgery, illness, or periods when the body is weakened. Prebiotics, amino acids, and vitamins are combined in one formula to help pets get back on their feet as quickly as possible.
The company has not overlooked everyday grooming either. The Lora cosmetics line has been updated and now looks like a professional care brand. Its coat spray lotion, designed to strengthen fur and help with alopecia, has been released with a new label illustrated by artist Elena Kurakina. Eye and ear lotions have become even gentler. And for owners tired of the daily struggle to clean their pets’ teeth, the company has developed a relaxing gel and an “invisible” spray.
“Forget about it like a bad dream—hygiene is now a pleasure,” the company says.
Apply one drop to the gums, and that is it: no stress and no bitten hands.
Euro-Product: 30 years on Russia’s southern frontier
Krasnodar-based Euro-Product-K is one of the pillars of the pet industry in southern Russia. Head of sales Maxim Borisov spoke proudly about the company’s history and achievements:
“We have been on the market for 30 years. We distribute products from major manufacturers of veterinary medicines, pet food, and treats, and actively import goods from China, India, and Turkey. But our greatest pride is our own brands, which we have been developing for around 16 years. These are balanced foods with excellent palatability and very positive customer feedback, so we are growing exponentially.”
The company’s own-brand range is extensive: complete dry and wet foods for dogs and cats, including dietary lines for various health conditions—Hypoallergenic, Gastrointestinal, Renal, Hepatic, Obesity, and Urinary. They are available in various formats, including pâtés, chunks in sauce, and minced meat. For example, single-protein diets made from turkey, rabbit, and quail have been developed for cats with sensitive digestion. For dogs with joint issues, there is the Mobility range with collagen.
However, Euro-Product’s business goes beyond distribution.
“Every year, we organise the Zoo Fair in Krasnodar Territory. We invite all our partners and suppliers to our region. We hold sales, offer additional discounts, and then arrange an entertainment programme. It is our secret ingredient for strengthening relationships. In this way, the company does not just sell products—it creates a community of professionals in the south of the country,” Borisov said.
Aqua Menu: from pet food to live animals
The Aqua Menu Group of Companies is a unique market player combining the manufacture of foods for aquarium and terrarium animals, aquarium water-care products, and even animal breeding. Anna, a representative at the stand, explained:
“We produce dry fish foods under the Aqua Menu Economy, Hobby, and Aquamenu Pro lines; canned and frozen foods; and live foods for terrarium animals. We also have our own aquarium water-care range under the Nilpa brand, designed to maintain a healthy aquarium environment. And all of this is made here in St Petersburg—this is our greatest source of pride.”
The company not only manufactures products but also breeds aquarium fish at its own fish hatchery and sells terrarium animals. This was demonstrated visually at the stand, where visitors could meet a young bearded dragon. New additions include an expanded Aquamenu Pro food range and more live animal offerings. Aqua Menu continues to develop specialised areas, making fishkeeping and terrarium keeping more accessible and engaging for hobbyists and professionals alike.