Pet humanization, it’s providing our four-legged friends with the quality care that we would provide for ourselves. It’s the reason why pet supplement companies and stores have become mainstream. The idea behind it: you’re taking supplements for greater health, so your pet should, too. According to the American Pet Products Association (APPA), close to 65 percent of U.S. households own a pet—42.9 million Americans owning cats and 54.5 million owning dogs. And it’s expected that number will grow more than two percent yearly.
That number of household pets appropriately translates into the $60.69 billion that was spent on pets in 2015, estimated by APPA. The categories that encompass that total are supplies/OTC medicine, food, vet care, live animal purchases and pet services like grooming and boarding. So it’s a clear indication that pet owners value the comfort and health of Fido, and are more than willing to go beyond the basics. Derek J. Archambault, the director of marketing for pet and retail of Vermont-based Pet Naturals of Vermont validated, “More and more pet owners are gravitating toward ‘natural’ products and are more willing to treat their pets to all-natural and organic pet foods and supplements.” That’s even with a recovering economy and “throw-away” incomes.
Coinciding within the all-natural and organic pet products and supplements, pet owners are simply becoming more educated about the downside associated with traditional manufacturing and farming practices. Jane M. Bond, co-owner of California-based Eco Dog Care said, “The source of ingredients and materials used in their food, treats and other supplies remains top of mind for many. The ‘made in China’ label makes the educated consumer very wary. And the proliferation of social media coverage of pet deaths and illnesses associated with poor quality products has made for many more educated consumers.” In order for our furry friends to live a quality life, pet products should be free of harmful toxins.
Skin conditions, gastrointestinal (GI) issues, arthritis, anxiety and stress and dental disease are the big players impacting the health among dogs and cats. Archambault continued, “Urinary tract problems and endocrine disorders, such as pancreatitis and hyperthyroid, are also conditions commonly affecting the health of cats.” With all that said, finding a pet supplement and/or food targeting those common health problems is a priority for owners.
The Seal of Approval
In order to ultimately obtain an organic, all-natural pet product the following areas are constant characteristics: efficacy, safety, quality and reasonable cost. Archambault emphasized that a team of veterinarians, nutritionists and food scientists develop pet formulas for Pet Naturals of Vermont. “We only use ingredients with validated standards of purity and excellence and perform final product texting. These products are formulated according to Association of American Feed Control Official (AAFCO) standards and Pet Naturals of Vermont is cGMP (current good manufacturing practice) certified. Their dietary pet supplements are manufactured in accordance with the GMP determined by the FDA (U.S. Food and Drug Administration).
Another supplement company that just recently entered the booming pet market in 2015 is Illinois-based NOW Foods. They enlisted Barbara Royal, DVM, CVA, a renowned Midwestern veterinarian and pioneering expert in holistic animal care. Regina Flight, pet brand manager of the Illonois-based company said of Royal, “Through her clinical practice, she utilizes the latest research and conducts clinical studies to confirm the safety and effectiveness of product formulas.”
These formulas also follow a strict and full GMP-compliant quality manufacturing process, involving comprehensive product testing for identity, potency and purity. Along with GMP, products are made in compliance with the FDA, and the NOW Pets line is certified by the National Animal Supplement Council (NASC). “This organization works together with the FDA and committed manufacturers of animal health supplements to improve the quality of animal health products,” said Flight.
Dr. Frank King founded North Carolina-based King Bio along the premises of pure water-based homeopathic medicines, soon evolving into the Natural Pet Pharmaceuticals line. King Bio is a FDA-registered homeopathic pharmaceutical company where the Homeopathic Pharmacopoeia of the United States (HPUS) acknowledges all of the ingredients. All products are created in accordance with cGMPs. Ann Buchman, vice president of marketing added, “Dr. King uses a contemporary homeopathy approach by including multiple potencies of those ingredients to secure broad spectrum results.”
Nine Lives and Counting
To ensure more doggy days and cat’s lives, pet supplement companies are working to target the various areas of health, ranging from the joints to the GI tract. Pet Naturals of Vermont offers more than 20 products for cats and dogs in several categories: hip and joint, multivitamin, skin and coat and flea and tick. Recently, they released Daily Probiotic for Dogs. The reasoning behind the probiotic is that there’s been an increased need for GI-specific products—more so for dogs. This GI-boosting supplement is made with the probiotic GanedenBC30, a specialized strain of bacteria. The chew also features prebiotics in the form of quality fiber to promote regularity.
Dogs can also get excited very easily, triggered from environmental stressors such as fireworks or thunder. That’s why Pet Naturals of Vermont’s top-selling product is Calming, which is formulated to reduce those outside stressors and it can be taken daily. “Another is top-selling product Pet Naturals Hairball. This breakthrough feline formula helps to manage hairball formation by supporting skin, coat and digestive health,” said Archambault. And the bonus of all three products is that they’re in bite-sized chews. Archambault explained that bite-sized chews are highly palatable and often preferred by pet owners, and they meet Pet Naturals’ 90 percent palatability requirement.
For products that don’t just cater to Fido, NOW Pets offers eight products for both cats and dogs. The NOW Pets line offers: Joint Support, Urinary Support, G.I. Support, Omega-3 Weight Management, Immune Support, Lysine Powder and Pet Relaxant. Joint Support is made with glucosamine, MSM, hyaluronic acid and natural botanicals to better prevent wear and tear of the tissues. To prevent urinary tract infections, Urinary Support is composed of cranberry, corn silk and other natural botanicals. Dogs and cats can gain weight like humans, that’s why Weight Management is made with carnitine so that macronutrients can be readily metabolized. Lastly, to prevent cats and dogs from getting the “crazies” Pet Relaxant is made with valerian and tryptophan, which are the precursors to melatonin. Melatonin is a pro-sleep hormone. During the creation of these products, NOW Pets took into consideration how difficult it can be for owners to give pets a supplement. “That’s why these items are in tasty chewables or a powder to be applied directly to their food,” said Flight.
Dr. King’s Natural Pet Pharmaceuticals also produces pet health products that cater to both parties: cats and dogs. “The line includes four items for cats and eight for dogs, and address the most common ailments for both, including skin and itch issues, anxiety and stress, digestive upsets, weight and more,” said Buchman. What’s also unique about this line of pet products is that they are presented in a taste-free, pure water base. Again, it’s evident that the pet owner was considered during product development. “You no longer have to force or trick your pet into taking its medicine,” explained King.
Another company to take note of in regard to how owners dispense supplements is Missouri-based Hyalogic. Hyalogic is a leader in the use of hyaluronic acid in the product, Synthovial Seven, a human joint health supplement. Darren Landis, company owner, said, “When developing products, we look at giving the animal owners options.” The reason besides that not every animal is the same, is that some prefer a liquid-base supplement to a flavored tablet. Of their animal line, Hyalogic offers Complete Joint Care Tablet, Complete Joint Care Liquid and Advanced Joint Care Tablet—all of which contain hyaluronic acid. Research has shown when the liquid product is taken orally; it is the most effective option. Joint support supplements are also offered to horses.
Well Kept, Well Groomed
If we keep ourselves well groomed, then our pets should be too. It’s sound reasoning. Eco Dog Care, is a company that supplies our pets’ grooming needs with eco-friendly and eco-smart products. The company started out in 2010 and has been recently certified as a Green American Business. Their product line includes Simply Clean, Simply Fresh, Start Green Kit and Go Gift Box. Simply Clean is toxin-free shampoo and Simply Fresh is the grooming spray.
Soon (within the next three to six months), Eco Dog Care will be offering a toxin-free ear cleanser, called Simply Gentle, along with a new shampoo called Soothe. Bond said these products are meant for, “addressing the concerns of dog owners whose pups experience reactions to environmental allergens such as mold spores, dust and pollution.” Non-GMO (genetically modified organism), vegan and organic materials are used in all products as much as possible.
The products are considered “eco-smart” because they contain a proprietary blend of essential oils that delivers a pleasant fragrance while providing functional value. Bond explained, “We infuse our products with natural pest repellents like geranium, lemongrass, peppermint and cedar wood oils. And our soap-free shampoo has argan oil jojoba to provide rich moisture to skin and coat.”
While Eco Dog Care’s focus has solely been on dogs, they are currently looking at studies with their products on cats.
Supporting Retailer Sales
In order for companies to succeed, retailer sales must be driven. And in order to drive those sales, support must come from within the company. With that said, it’s important for companies to create that support system by providing the necessary education materials through the means of press releases, social media strategy or simply, word of mouth.
Eco Dog Care covers the basics through several mechanisms such as identifying local retailers on their “where to buy” page on their site, eco-dog-care.myshopify.com. They also actively promote independent retailers through their social media channels including Facebook, Twitter and Instagram posts. Another aspect of Eco Dog Care is that they provide a local service, offering cage-free care, self-wash and grooming—a fine example of the importance of local businesses strengthening communities.
Even though they may be new to the pet market, NOW Foods has a long track record of supporting retailer customers. “We offer marketing materials, a variety of education opportunities and a dedicated website (www.NOWPetSupplements.com) to access information on our pet line,” said Flight. On the company website, links to its social platforms can also be found, including Facebook, Twitter, YouTube, Instagram and Pinterest.
Taking a slightly different approach than Eco Dog Care and NOW Pets, Hyalogic offers training and samples for staff to use on their own pets. There’s also consumer samples and in-store marketing support literature. Overall, retailer sales will continue to grow because, ultimately, pet owners are investigating natural health options for their animal companions. A happy pet makes a happy owner. VR
Reference:
www.petfoodindustry.com/articles/4264-appa-unveils-national-pet-market-opportunity-study-at-global-pet-expo.
For More Information:
Dr. King’s Natural Pet Pharmaceuticals, (800) 543-3245
Eco Dog Care, www.eco-dog-care.myshopify.com
Hyalogic, (866) 318-8484
NOW Pets, (888) 669-3663
Pet Naturals of Vermont, (888) 340-1995
