The things that we need to live a happy, healthy life are the same things pets need: food, water, shelter, exercise, check-ups, fun— and supplements.

Furkids. Four-leggers. Pet parents. Our pets are no longer mere companions—they’re full-fledged family members. And Darlene Frudakis, president and COO of the Illinoisbased PetAg, said consumers are realizing that it is just as important to supplement their pet’s diet as it is their own.

“This point of view is affected by veterinary recommendation along with a change in the way consumers regard their pets,” she said. “A pet is a family member that requires the same treatment and consideration as our children. We want to do all that is possible for our pet to live a longer, healthier, happier life.”

While monetary concerns have their effects on consumers’ food purchases, so goes their spending for pets. “The recession does have a slight effect on the supplement category, because if consumers are cash-strapped, they may omit supplements from a pet’s diet and only give them the necessities, such as food and water,” Frudakis said. “It is up to manufacturers, vets and retailers to help consumers realize the importance of supplementation and that it is a necessity.” Despite the economic slump, PetAg’s sales are growing year over year, according to Frudakis. “Our newborn pet products are a necessity and consumers want to make sure they give their pets the right start in life.”

“America is a great pet guardian nation,” said Susan Weiss, president of Florida-based Ark Naturals Products for Pets. “The natural pet category has been very resilient. We have had double- digit growth every year, and this year is beginning out strong as well.”

Mike Uckele, CN, CEO of Michiganbased Uckele Health & Nutrition, Inc., said overall, the pet product industry has been recession-proof. “After an initial spike following the massive recall of melamine-tainted pet food several years ago, sales have leveled out somewhat, but are by no means flagging,” he said. “There is no question that pets are becoming more a part of families than ever, and it’s not uncommon for people to take as good care of their pets as they do themselves. People know they’re responsible for the health of their pets, so they won’t scrimp on them. Good health is becoming a priority.”

According to market research firm Packaged Facts, the annual percentage increases of pet supplements and nutraceutical treats will rise from more than two percent in 2011 to almost seven percent in 2015, lifting sales to an estimated $2 billion. The top-selling supplement group continues to be joint health.

However, L Phillips Brown, DVM, senior vice president of marketing and regulatory affairs with Idaho-based Nutri- Vet Animal Health Care Products, said he’s not sure if the pet industry recession- resistance theory is entirely correct. “Retailers have become more selective,” he explained. “The number of SKUs is being reduced dramatically to two or three supplement lines, which is due to economic times. Retailers want brands that are recognized as leaders. I wouldn’t want to be a new company breaking into this industry right now. It’s tough.”

Leading Products

What’s driving sales of pet supplements is the interest in human supplements, Brown said. “People think they should be doing the same for their dog or cat. It’s a natural reflection of our interest in wholesomeness. Wholesome is certainly not chemicals; it’s natural foods and organic foods. It fits into the category of what’s the best I can do for my animal.”

“The pet supplements market mimics the human supplement market when it comes to evolution and top sellers,” agreed Frudakis, adding that pre- and probiotics, for example, are really coming on strong. “Veterinarians and consumers are realizing how import these product are to the long-term health and wellness of their pets.” PetAg’s Bene- Bac® Plus is the most advanced product, having both pre- and probiotic benefits, and is commonly used by veterinarians along with antibiotic therapy, etc., Frudakis explained.

In addition to Bene-Bac, the company’s DogSlim, DogSure, CatSure, Esbilac and KMR lead each of the respective life stage nutritional supplement categories, and have taken the lead for joint health products in the market.

Weiss said Ark’s dental products are the company’s best sellers, followed by joint, probiotics and natural alternatives to flea and tick.

According to Jack Grogan, chief science officer with Uckele, the leading supplement product sales are joint, essential fatty acids, digestive and allergy products. “Joint takes a large corner of the supplement market because like people, pets are living longer and people are being preemptive in anticipating future issues. Cognitive products for focus or calming are on the rise for pets that experience anxiety in everyday situations, or in stressful circumstances, such as kenneling, or for focus in training purposes,” he said. In addition, fatty acids are being recognized for their support in metabolic and glandular function, as well as for skin and coat support.

For retailer Diane Haas, owner of Frey’s Better Foods in Hellertown, PA, glucosamine and chondroitin supplements are the store’s best-selling pet supplement “by far.” Other products selling well are Ark Brush-less Toothpaste and Breath-Less Plaque Zapper, she said. The former is a chewable that cleans the teeth and has chlorophyll, cinnamon, vanilla and clove to freshen breath. “Bach’s Rescue Remedy natural stress relief for pets, has no alcohol and sells well,” Haas added.

Penny Milligan, owner of The Hungry Hound in Somerville, NJ, said when choosing products to carry in her store, “It’s the ingredients. I look for no synthetic fillers and I try to find small companies.” And she looks for products that are made in the United States, she said. One of her best-selling product is Plaque Zapper from Ark Naturals. “It goes in dog’s and cat’s water bowls every day and is odorless, colorless and tasteless. It really does work.”

New Products and Trends

Pet multivitamin sales may be on the decline, while condition-specific nutraceuticals, such as for heart and vision, is where the category is headed, said Brown. “I’m a big fan of condition specific.”

Weight control products are also gaining popularity as the population of obese pets increases past the 50 percent mark. “PetAg was the leading innovator in pet weight maintenance products with the DogSlim and CatSlim family of products, offering treats and supplements that aid in weight control,” said Frudakis, adding that supplements in treat form and palatable gel forms are the trend. “PetAg manufactures supplements in powder, liquid, gel, baked treat and jerky forms all made in the U. S. with natural top-grade, U. S.-sourced ingredients.”

At Uckele, calming products with ingredients that support a healthy response to stress and support brain and nervous system health are becoming increasingly accepted in the market, according to Grogan. “These are popular with people whose pets have behavioral issues, can’t focus or have separation anxiety. They can also be used short-term for travel or while kenneling—any time a regular schedule is disrupted.” These products contain ingredients such as taurine, passionflower, magnesium, inositol, thiamin B1 and chamomile.

Meanwhile, high-strength probiotic formulas have become more mainstream to support normal digestive function in pets. “The products we manufacture at Uckele contain enzymes and probiotics to help maintain a healthy GI tract,” said Grogan, adding that brain support for learning and training in puppies is a new product the company recently developed. “This formula supports healthy brain development in young dogs that have a short supply of focus and a high supply of energy.”

Marci Clow, MS, RD and senior director of product research with Californiabased Rainbow Light Nutritional Systems/GreenDog Naturals, said the company has new certified organic products in the line which were featured at this year’s Global Pet Expo.

“Active Omega Soft Chews is a very appealing chicken-flavored functional treat that provides omega fatty acids to support healthy coat, cardiovascular and brain function,” said Clow. A balanced omega profile is derived from cod liver oil, which also provides naturally occurring vitamins A and D, and plantsourced omegas from chia and flax seeds. “Our ImmunoBuild is a two-piece capsule that contains a combination of trametes, shiitake, maitake, resihi and cordyceps—five of the most well-known and researched immune supporting mushrooms. The mushrooms are all U.S. sourced and organically grown, then processed using steam to activate the cell walls of the mushroom to release immune supporting 1,3 beta-glucans. This capsule can be opened and sprinkled on the dog’s food.

“It’s all about the delivery system and palatability, making functional treats are a huge trend in this category right now,” she added. “A product which offers treat-like appeal and nutritional benefits is very pleasing to dog owners.

Dosing and Delivery

Until dogs and cats can brush their own teeth and recognize the need for efficacious omega-3 supplementation, manufacturers have to be thoughtful, if not clever, when developing effective dosing and delivery products for pets.

“Our canine friends come in so many shapes and sizes, that it is important to develop products that have flexibility in the dosing,” Clow said. “For example, a powdered product might be given to a 10-pound dog in a half-tablespoon dose, whereas a 75-pound dog might require two tablespoons. It is up to the manufacturer to provide clear instructions on dosing. Innovative delivery systems, such as GreenDog’s new Active Omega, could be purchased for both small and large dogs, giving smaller dogs one daily and larger dogs two to three.”

Grogan agreed that many formulations are using powder deliveries now because it is easier to give greater potency without relying on multiple tablets to supply the same amount of active ingredients. “Individual-serving powder packets makes dosing very easy by utilizing one pre-measured serving mixed into their pet food,” he explained. “Since there is more physical space in a powder, flavoring and palatability issues are less of a problem than they would be if you’re relying solely on tablets or capsules.” In addition, oils in higher doses are given more easily than relying on capsules. “It may take 10 capsules to equal a teaspoon of oil, plus oil can easily be made palatable.”

As many products still come in tablets, this makes it even more paramount that pets like the taste, Grogan added. “When the issue becomes an ingredient that can’t be easily disguised, flavors can be used in the base formula to carry the ingredient. However, many times this means that the dosing is multiple tablets per day to physically fit in the formula’s flavoring agents.”

PetAg’s Frudakis noted that delivering the correct dose in treat and gel form has made it easier for consumers to give their pets the supplementation that will help them thrive and survive through their senior years.

In the Pet Aisle

Retailer Milligan said when discussing pet supplements with customers, education is most important. “These kinds of products [supplements] don’t sell themselves. You have to know the company and know the product in order to sell it.”

Uckele advised retailers to make sure the customer understands what the recommended dose is regardless of the delivery. “Coach them on how to figure dose per pound of their pet’s body weight,” he said.

And he agreed with Milligan on the importance of understanding the product completely. “Be certain the potency of the product’s active ingredients are adequate,” he said. “That’s especially important when comparing products: from a cost standpoint, is the dosage for the active ingredient in one tablet comparable to the dosage of three tablets in another, but the price point is the same? The first product is definitely most cost-effective and efficient to give your customer the highest value for their dollar.”

And the balance of the formulas is extremely important, Uckele added.
“Not all products are created equal. The grade of the raw ingredients, the potency and formula combination are just a few of the important facts that will determine the product’s effectiveness.”

Retailers should consider what not to say as well. “Similar to human dietary supplements, when discussing pet supplements, retailers must be careful to avoid offering medical advice or suggesting that supplements can treat a disease or replace veterinary prescribed medications,” said Rainbow Light/Green Dog Naturals’ Clow. “Manufacturers and marketers of pet supplements are limited by law as to the claims they can make about their products on the labeling, in print or broadcast advertising, on their websites and in promotional literature. Similar requirements, restrictions and prohibitions also apply to retailers and distributors who speak directly with consumers.”

Pet supplements are allowed to be classified as a remedy—a drug of low priority. “One difficulty with animal supplements is that they are not covered under the Dietary Supplement Health Education Act (DSHEA),” Brown said, adding that pet supplements are considered neither a food nor drug. “It’s really confusing,” Brown admitted.

The key is retailers need to be educated, he said. “Whether it’s a leash or supplement, they really have to take the time to learn about the product.” He noted that when Nutri-Vet offers a new product, the company provides sell sheets and QR codes that bring users to the company website to explain the product’s selling points, what’s in it and how to use it.

Like human supplements, pet supplements can be confusing for customers to navigate. Brown advised retailers to make sure the category is not overcrowded, to keep the message simple, use easy-to-understand signage and cross merchandise (i.e., senior food, senior supplement.)

“At the end of the day, the animal is going to benefit,” he said. “That’s what we’re all in this industry for.”