No Bones About it: Natural Pet Products Are On An Upward Trajectory

Now more than ever, consumers consider their pets to be part of their families and strive to do everything they can to preserve their furry friends’ health. As a result, the pet health supplement and food categories are booming.

Many people around the world consider their pets to be part of their families. As a result, responsible pet owners want to ensure that their pets live long, healthy lives. This has led to a steep upward trajectory in the natural pet food and supplement industries, as pet parents want to ensure that their furry family members take in all the nutrients that will benefit them in both the short- and long-term.

According to Grand View Research, “The global pet supplements market size was valued at $1.47 billion (U.S.) in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 5.9 [percent] from 2021 to 2028. The market is driven primarily by the increasing spending on pet care across the globe and the growth in pet adoption.” Furthermore, according to www.marketwatch.com, the global organic pet food market is expected to reach $3.35 (U.S.) billion during 2020-2024 “progressing at a CAGR of 5 [percent] during the forecast period.” This growth can be directly attributed to the increase in pet ownership and the fact that “pet owners are prepared to spend a lot of money to safeguard their pets’ health,” according to Grand View Research.

Cheryl Myers, chief of Scientific Affairs and Education, EuroPharma, Inc. (Green Bay, WI), shared that she has “worked with Terry Lemerond (founder and president of EuroPharma, Inc.) for more than 23 years in two different companies, and I do not think a week has ever passed without my being asked at least once how to use our human products for a beloved pet.” As a result, the company launched Terry Naturally Animal Health in 2018, which includes products “with the same active ingredients that we use for our human formulations, but formulated for pets in terms of dosage, palatability and delivery system.”

As far as nutritional needs for dogs and cats, the most popular pets globally, a diet rich and balanced in protein, fats and carbohydrates is necessary, according to pets.webmd.com. Furthermore, some of the best vitamins and minerals they should consume are calcium, phosphorus, magnesium, sodium, potassium, chlorine, iron, copper, zinc, manganese, selenium and iodine. In addition, both dogs and cats need plenty of water and exercise to keep them hydrated and in optimal health.

Trends/State of the Pet Nutrition Market

According to Myers, one of the major trends in the pet health marketplace is “an increasing demand for the highest quality, natural ingredients that are safe and reliable. Dog people especially, it seems, spend a lot—about four times as much as cat people—and there are estimates to show that almost 80 percent of all pet supplement sales were made by dog owners.”

She also noted that although COVID-19 has caused changes in shopping habits (with more consumers ordering online or doing curbside pickup), “as stores have reopened to the public, many pet product shoppers prefer to visit in person and talk face to face with knowledgeable staff to help make the best pet health selections.” Despite the pandemic, Myers continued, “the basic health concerns for dogs remain the same: preventing joint problems, keeping calm during stressful events and promoting overall longevity to keep our best friends in good health for a long time.”

Myers also has noticed that “There has been a generational trend toward younger pet owners spending more money on their dogs. Millennial pet owners outspend Boomers, and that money is going toward bigger-ticket items that may have once seemed too luxurious. It’s not necessarily a case of conspicuous consumption—these customers are well-informed and know they want quality products that work.”

Darren Landis, owner, Hyalogic located in Riverside, MO, added that “COVID-19 has increased the number of pet owners.” Indeed, according to the American Pet Products Association’s (APPA) biennial National Pet Owners Survey, “The 2021-2022 Survey reports pet ownership has increased from an estimated 67 [percent] of U.S. households that own a pet to an estimated 70 [percent].” Furthermore, “Fourteen percent of total respondents (pet owners and non-pet owners) obtained a new pet during the pandemic” and “[51] percent of pet owners are willing to pay more for ethically sourced pet products and eco-friendly pet products.” These trends mirror the those in the human natural products category, as the pandemic has brought overall health concerns to light for many consumers.

Regina Flight, category manager, NOW Pets (Bloomingdale, IL) noted that “People spend a lot of money keeping their companion animals happy and healthy, and often give them what they themselves have had good results from, such as with joint formulas.” She also referenced the APPA’s Survey, which noted that “30 [percent] of cat owners in 2020 give their cats vitamins and/or supplements (up from 20 [percent] from 2018), and 44 [percent] of dog owners give their dogs vitamins and/or supplements (up 34 [percent] from 2018).” Flight also pointed to the fact that “People who use supplements themselves are more likely to think of them for their pets; they are already educated on their benefits.”

Supplements for Pet Health

There is a wide range of pet health supplements on the market from several companies. Terry Naturally/EuroPharma, according to Myers, follows “the guidelines put forth by the National Animal Supplement Council (NASC). In the absence of federal guidance, this organization has emerged as an excellent advocate for safety and quality.”

Myers also went into detail about some of the company’s top supplements for pets. “Joint & Hip Formula is especially relevant for many older dogs and the people who love them,” said Myers. “This supplement features two powerful botanicals, BCM-95 Curcumin … and BOS-10 Boswellia, which has been specially standardized to naturally higher levels of AKBA, one of the herb’s primary 5-LOX fighting compounds.”

She noted that humans and their canine companions often share a lot of the same health issues, which include joint and hip problems. “According to statistics in the journal Frontiers in Veterinary Science,” she explained, “osteoarthritis affects up to 15 million dogs in America, most over 8 years old, and canine hip dysplasia is one of the most common degenerative joint conditions.” Pet owners may want a different solution from veterinary pharmaceuticals such as carprofen, Myers continued, which can cause liver damage, vomiting, diarrhea, fatigue and ulcers. “Veterinary studies have seen great results with the herb boswellia,” said Myers. “In a multi-center veterinary clinical trial, 71 percent of canines with chronic joint and spinal conditions saw noticeable results in just two weeks, including less joint stiffness, an improved gait and reduced local pain at the joints.” Another veterinary clinical trial showed that a combination supplement with curcumin noticeably reduced pain.

Myers also explained that the curcumin EuroPharma includes in their product “fights a wide spectrum of inflammation and works along a multitude of other pathways in the body, including those implicated in cancer formation. Therefore, this pain-relieving botanical is not only relieving pain, it is providing protective benefits, too.” Furthermore, unlike curcumin in its regular standardized form, the curcumin in EuroPharma’s formula “combines high-quality standardized curcumin with turmeric essential oil, [so] it enhances absorption and blood retention time, plus it also provides ar-turmerone, a component of the oil with anti-inflammatory power of its own.”

Another popular pet health product offered by Terry Naturally/EuroPharma is Calming Formula, which “features a specialized extract of Echinacea angustifolia, which has shown remarkable results in human clinical studies and can help dogs deal with sudden storms, unexpected visitors, fireworks, anxiety or trips to the vet.” This echinacea extract works via activation of the cannabinoid receptors in the brain, as well as supporting the function of the body’s own endocannabinoid system, according to Myers. “In some of the initial studies, animals that received the extract were calmer and able to ignore events that would normally induce stressful behavior. Most reports from customers show that the effects were seen about 30 minutes after use.”

Terry Naturally/EuroPharma also offers Curacel Curamin, which features BCM-95 Curcumin and is a customer favorite. “There are several published studies on curcumin and cancer,” Myers said. “One of the ways that curcumin stops tumors is by preventing the changes that cause normal cells to become cancerous, partially through stopping inflammation and oxidative stress that damages DNA. Curcumin also prevents tumors from spreading by inhibiting the formation of blood vessels that would otherwise feed tumors and fuel their growth.” In a veterinary study, researchers found that curcumin inhibited tumor proliferation and migration in lung tissue and made the cancer cells less viable overall. Furthermore, “in laboratory work, it was also tested on canine osteosarcoma, melanoma and mammary carcinoma cells and found to inhibit them as well.”

Another benefit of Curacel Curcumin is brain health preservation. “Like humans, canines can develop clusters of beta amyloid proteins that lead to tangles in the brain. These tangles can disrupt mood, cognition and personality traits. Researchers found that the curcumin reduced beta amyloid levels and the size of accumulated plaques by over 30 percent. Curcumin also plays a role in regenerating neurons, creating new brain cells and refreshing cells that may have once been considered irretrievable,” said Myers.

Furthermore, “curcumin has been found to bind to several types of canine amyloid, so this compound may help preserve a dog’s cognitive abilities in the same way that it can preserve ours. It has the potential to away amyloid plaques and because it reduces inflammatory and oxidative damage, it reduces the chances that those plaques will re-develop.” She also noted that curcumin can help protect the liver, stop the development of diabetes and keep the heart and cardiovascular system strong as well.

Lastly, Terry Naturally/EuroPharma offers Intelligent Omega, sourced from salmon, for brain, heart and eye support. Omega-3 fatty acids are also essential for dogs’ skin, coats, brain development and overall wellbeing. In addition, the company offers Bladder Control, which “provides a clinically studied leaf extract of Icelandic Angelica (Angelica archangelica) that can strengthen bladder muscle tone to help normalize urinary frequency.” This is especially beneficial for older dogs, Myers noted.

According to Landis, Hyalogic has offered pet supplements from the very beginning. “We recently rolled out a Joint and Immune product [called HyaFlex Pro] that can help support [pets’] immune systems [while] at the same time keeping their joints healthy so they can stay active.” The supplement contains zinc for immune support and hyaluronic acid for keeping joints, cartilage and connective tissue in good shape. The company has always offered liquid supplements, as they have seen the benefits of how quickly liquids can be absorbed by the body.

Hyalogic also offers HyaFlex Joints for both dogs and cats, also in liquid form. The liquid is odorless, tasteless and colorless. The company’s hyaluronic acid has also been formulated for horses to help support the healthy, normal movement of their joints.

NOW Pets, according to Flight, has received certification from the NASC, and all of their pet supplements carry the NASC seal, which assures that these products adhere to NASC standards for animal health products. Launched in 2015, the NOW Pets supplement line was “developed under the guidance of Barbara Royal, DVM, CVA, a renowned Midwestern veterinarian and pioneering expert in holistic animal care.” The line offers products “specifically tailored to address today’s most common pet health concerns, made with the same attention to quality of NOW’s supplements for humans.” The line, Flight added, was developed because of the number of requests they received for pet-specific products, and the fact that many NOW supplements were already being given to pets by their humans.

NOW Pets’ top-selling product, according to Flight, is NOW Pets L-Lysine Powder for cats, “which helps support a healthy immune system, normal respiratory health and … ocular health.” The company’s lysine is 100 percent pharmaceutical grade, she continued, and they do not add any fillers. The supplement can be easily added to a cat’s food.

The company has also made some improvements to their pet supplements, including improving the flavor of some of their products to help them win over more finicky animals, as well as removing some of the allergens that have concerned pet parents and veterinarians. “Apparently, veterinarians are seeing an increase in beef allergies, which has been a commonly used flavoring,” said Flight. “Additionally, some of our formulas contain herbs that have strong flavor, and fish masks that better. So now our Pets Joint Support, Pet Relaxant, Urinary Support and Immune Support are all made with fish.”

Lastly Flight added that treat purchasing is over 90 percent for dog owners and 89 percent for cat owners, which is why that is the delivery method they use. “While some pets will eat anything, others are more finicky and require lots of work to get them to take it, so a supplement in an appealing treat/chewable format is easier.”

From a Retailer’s Perspective

Like the companies that provide pet health supplements, retailers are often particular about the quality of the ingredients in products they offer to consumers. Laura DeWitt, owner, and Brian Mosser, general manager, Get Healthy Vitamins and Natural Foods located in Spring Hill and Brooksville, FL, are no exception. The store, which has been in business for 31 years, has been supplying pet health products for 25 years. “We have recently recommitted to pet supplements as a department in both locations,” said DeWitt and Mosser. “The greater presence of quality pet supplements and pet foods is creating a growing interest among our customers.” The store sells many supplements for horses, for which they have a separate department on their online shop that also has a dedicated pet page.

“As with our supplement departments, our focus is on quality brands that have recognition with our customers as trustworthy and effective,” they stated. “We focus on the awesome Vital Planet line and Terry Naturally Animal Health products for pets and horses. We carry a smaller section of a few other brands, i.e., CBD. We brought in six new cat and dog foods, both canned and dry. We have a 6-foot section dedicated in both stores and an endcap in our larger store.”

As consumers have been learning about the poor quality of commercial pet foods and the need to supplement with basic nutrients and specific formulas for health conditions, DeWitt and Mosser noted that pet products typically appeal to “the educated health seeker who wants the best for their pets too.”

Get Healthy is planning to have some fun events and giveaways for their pet-owning customers. “Some ideas we have are bring your dog/cat in for a photograph with our pet aisle, donating proceeds from a day’s sales to Humane Society, sponsored dog wash and a raffle for a basket of pet products. In the past, we have hosted a local holistic vet for a consumer lecture, with a special discount on pet products for that evening,” they said.

Ultimately, DeWitt and Mosser shared, “The goal is to provide education about quality by sharing brand literature and doing staff trainings about this area of nutrition. We are very customer-focused and train our staff to start the conversation about their pets and whether they use and know about natural solutions for animal health. We are a trusted source in the community.”

Advice for Retailers

Myers offered some advice for retailers seeking to continue or improve sales of their pet health supplements. “Education for store staff is key, and one that we are especially committed to providing,” she said. “To that end, we provide specialized webinars, in-house training (when that becomes a common thing again), intensively focused customer service and award-winning promotional and educational literature.”

Myers continued, “It’s important that customers know that an effective supplement for their dogs is one that is made with the same intention, care and ingredients that you’d find in a premium product for humans.” She also said that stores that are more generally focused should have in-house experts. “They are, in a sense, the ambassadors of a pet section, and can help [retailers] set it apart in ways that attract customers and help them zero in on an impressive display.”

Lastly, Myers suggested building a display of pet-centered products. Retailers “may want to add in a few toys—like frisbees that dogs using Joint & Hip Formula would enjoy catching, for instance. And here, too, we can help provide the signage, posters and customizable promo pieces that can make that store real estate really shine.”

Flight shared that NOW “makes a comprehensive suite of marketing materials available to retail customers to support their sales and promotion of all our products, including the NOW Pets line. People who like pets and are drawn to animals. A display with an array of pet-specific products and perhaps a stuffed dog or cat would definitely draw the eye.” She added that since people often like to shop by category, pet offerings should be merchandised the same way.

Lastly, Flight shared that “Because the NOW culture includes transparency, retailers can log into their accounts to see how much of a specific product is on hand. They can also see when those out of stock are scheduled to be manufactured.” As a result, retailers can plan their orders farther in advance until inventory levels and fill rates return to normal.

Overall, supplements for pet joints, skin, coat, eyes and other bodily systems are gaining traction in the natural products industry. Consumers are not only looking out for their own health, but the health of their furry family members as well—and this trend is only going to continue moving upward. VR