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Deep dive into pet supplements – digital magazine
The surge in spending on premium pet food, supplements and animal health care has its genesis in another consumer trend — pet owners viewing their pets as family members. Growing consumer interest in proactive pet care is driving the pet supplement market in a wide variety of categories including joint health, dental health, skin and coat health, digestion including probiotics, calming aids and senior wellness.
July 23, 2024
3 Min Read
The humanization of pets extends to mirroring human health trends in pet products, and that reflection has materialized in a flourishing market for animal nutrition and supplements.
Consumers are seeking functional ingredients and human-grade quality for their pets, an inclination perhaps best exemplified in the popularity of probiotics in the pet wellness space. Pet owners value supplements with scientific research and veterinary endorsements. Claims like “clinically studied” and “vet recommended” inspire further confidence in their pet purchase decisions.
Brands that cater to the evolving needs and interests of pet parents will be well-positioned for success, as the ingredients driving growth in animal nutrition continue to mature. Corral all the necessary trends and information by downloading this digital magazine focused on pets and animal nutrition. The articles include:
Viewpoint: Sit. Stay. Read. Good boy!
Every dog deserves their day, writes Content Director Todd Runestad, and we’ve got the scoop on the supplements that can give them a longer, happier life. From omega-3s to enzymes, probiotics to astaxanthin, he previews the range of potential pet supplement ingredients to help innovate the world’s next great pet supp.
Pet supplement sales have the zoomies!
From kibble to couture, pet owners are investing in their companions’ health. Lisa Schofield details all the important animal nutrition trends. Oftentimes, consumers seek products that mimic human-grade quality and address specific health concerns like joint health, digestion and anxiety.
The humanization of pets
From pawsome probiotics to joint-supporting chews, human-grade nutrition is transforming pet care. Kyle Mener has the retail market receipts. Some of the ingredients making waves include glucosamine, chondroitin and MSM (methylsulfonylmethane) for joint support, probiotics for digestion, and omega-3s for heart health.
Treat time takes a functional twist
Consumers are most likely to gain confidence in pet supplements backed by scientific studies or endorsed by veterinarians, contends Jon Copeland. Channel specifics are also raised, with dog owners leaning slightly toward online shopping, and cat owners showing a preference for brick-and-mortar stores.
All in the family
EJ Hullverson reveals some of the personal motivations behind today’s pet supplement purchases, which are often informed by internet research and guidance from industry pros. From a delivery standpoint, soft chews and powders are preferred product formats, as overall the pet supplement market shows significant growth potential for brands focusing on functional ingredients and addressing specific health needs.
Helping Scooby live longer
So what nutrients should be added to a dog’s diet? Science says probably much of the same ones humans lean on, Blake Ebersole maintains. And just like humans, it’s important to address chronic inflammation, as ingredient innovation there centers on curcumin, PEA, and specific antioxidants that show promise in improving overall pet health.
Examples of pets and animal health takeaways for your business include:
According to the American Pet Products Association, a total of $150.6 billion in sales is projected for the pet market in 2024, with $66.9 billion to be spent on pet foods and treats.
When looking at global product launches in the pet food space, 1 in 4 products had a claim related to gut health, per proprietary Innova Market Insights data.
The burden of safety for animal ingredients is more restrictive than for humans. There’s a high cost to prove — and approve — new ingredients for our wet-nosed friends.
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