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Preventative Pet Care

by Rajiv Leventhal | February 1, 2011

Consumers are flocking to animal-friendly supplements

Pets need as much care and support as humans, and as a society, we are beginning to realize this. Overall, the number of pet lovers in the country is continuing to increase; according to statistics from the American Pet Product Association (APPA), 62 percent of U.S. households own a pet, which equates to 71.4 millions homes. Additionally, in 2010, it is estimated that those same households spent $47.7 billion on their pets. Of the total spent on pets, $11.01 billion was spent on over-the-counter (OTC) products, including dietary supplements.

As pets are becoming more a part of people’s families, it is not far-fetched to argue that Americans are taking as good care of their pets as they are themselves. “I generally agree [with that],” said Monique Wellise, national sales manager at Nordic Naturals (Watsonville, CA). “Pet industry trends generally track fairly closely behind human trends, so as humans seek more alternative health care for themselves, we can expect the same for their pets.
The shift is now toward less conventional treatment like drugs and surgery.
People are looking for more preventive health care products in order to avoid high veterinary bills.”

Angela Walsh, assistant manager of Bare Essentials Natural Market (Boone, NC), knows first-hand that many pet owners treat their animals as beloved family members. “In our store, we laugh many times and say that some pet owners take better care of their pet than themselves. A pet is a family member to most pet owners and is thus taken care of as such.Supplements are given to make a pet feel better and to help make them a better family member—one who isn’t constantly scratching, barking or jumping on everyone around them.”

Trends

With the struggling economy, pet owners, like everyone else, are searching for ways to get through the recession.Caring for their pets can be one solu-Tion. “We are seeing an interesting trend that often occurs in difficult financial times—growth at the high end and at the low end, with sagging business in the middle,” said Wellise.

One potential explanation for this trend is that people need ways to feel better, and small luxuries for pets— such as better foods, supplements and treats—can take the place of high-cost “retail therapies” like new cars, she said. “On the other end of the spectrum, many people are being forced to compromise in all areas, so choosing less expensive options for their pets becomes necessary. Natural products retailers should be prepared for this split.”

Another trend, according to Wellise, is that natural, organic, raw and homemade diets are steadily gaining in popularity— a significant shift that seems to have begun a few years ago with the 2007 pet food recalls and continues today. This trend is expected to grow as friends and neighbors witness the improved health and vibrancy of pets being fed higher-quality, more natural food as more better foods are becoming widely available.

Consumers who have been using holistic therapies or supplements for themselves are increasingly applying the same logic to their pets. Hundreds of new “natural” products are flooding the market, creating great opportunities for smart retailers who provide convenient outlets for the best of these products.
“The biggest trend we see is pet owners switching to natural and organic pet foods,” noted retailer Walsh. “The first place to start when dealing with health issues in pets is nutrition, and many are doing so.”

“Our industry forecasts increased segmentation into niches, increased ‘humanization’ of pet food (i.e., designing foods that mimic human products), and increased demand for prepared freeze-dried/frozen raw diets, ‘functional’ foods that address common concerns, such as joint or digestive health, and supplements,” added Wellise.

The industry is also noticing that more human dietary supplement companies are expanding into animal supplements, said Bill Bookout, president of the National Animal Supplement Council (NASC). “For example, this year, GNC made an exclusive alliance with PetSmart. Human dietary supplement companies are recognizing animal health supplements as an opportunity for lateral expansion, [as they realize] pet supplements contribute to the overall health and well-being of these animals just as they do for people.”

Supplements

According to Wellise, nearly every condition can be improved, to some extent, with natural therapies. Good nutrition is the No. 1 treatment, because healing is not possible if the body is not properly nourished, she said. “In fact, changing or improving the diet will affect six of the top 10 reasons dogs go to the vet (ear infections, skin allergies, hot spots, vomiting, diarrhea and urinary tract infections) and seven of the top 10 reasons why cats are taken to the vet (ear infections, constipation, skin allergies, diabetes, diarrhea, vomiting and urinary tract infections).”

Wellise said these dietrelated issues can be prevented or healed by: simplifying the diet; avoiding common allergens (chicken, beef, fish, corn, wheat and dairy); feeding the best quality food possible; moving away from dry food (toward canned, or better still, homemade or raw); and supplementing with omega-3s, digestive enzymes, probiotics and antioxidants.

Although there are several problems that pet supplements can be used to treat, joint issues seem to remain at the top of the list. “Joint support will always be a hot product in the pet industry,” said Katy Bacon, division manager at Pet Naturals of Vermont (Essex Junction, VT). “Many pets suffer joint soreness and since the lifespan of dogs and cats is significantly shorter than ours, most pet owners will eventually have senior pets needing extra joint support.”

Pet Naturals offers Hip + Joint, which is an advanced joint support formula that contains glucosamine and chondroitin, two well-known joint health ingredients in the supplement industry.These ingredients are properly balanced for optimal results in supporting joint structure, function and flexibility in both dogs and cats, Bacon said.

Stephanie Johnson, pet division brand manager at American BioSciences, Inc. (Blauvelt, NY), agreed that joint care is one of the top health issues addressed by pet supplements, but noted that her company has a different approach for treatment.“Fortunately, pet owners are no longer limiting supplementation to the standard glucosamine/chondroitin type product. American BioSciences’ DGP Goes beyond the ‘standard’ by easing the aches and discomfort that can come with age,” said Johnson.

The product contains a blend of European and Australian herbs and marine extract.

Johnson added that many pet owners tend to ignore the building block of good health—the immune system. “For pets that are either battling an illness that could be aided greatly by a healthy immune system or for middle-age or older pets, immune support is crucial.American BioSciences’ pet product NK- 9 Immune System Support needs to be part of a pet’s protocol to help ensure good health.”

Nordic Naturals also offers two omega-3 fatty acid products that are formulated and reviewed especially for pets—Pet Cod Liver Oil (a liquid formulation) and Omega-3 Pet (available in both liquid and soft gels).

“Supplementing omega-3s is very important for our pets,” added Wellise.“The natural prey of our dogs and cats contains high levels of omega-3s, but nearly all meat-producing animals in North America are ‘finished’ on grain rations for three to four months before slaughter. Feeding grain results in a dramatic shift to omega-6s, creating a huge imbalance between omega-6s and omega-3. This means that virtually all commercial diets, including raw meatbased foods, as well as homemade diets—even if they’re made with naturally- raised or organic meat—are deficient in omega-3s.”

Retailer Vicky Thompson, supplement manager at Sunny Bridge Natural Foods (McMurray, PA), said that in the past, many people would try giving their pets supplements designed for people.“However, dosing was a problem, and many manufacturers have noticed.Nordic Naturals has introduced Nordic Omega Pet and Pet Cod Liver Oil with specific dosing instructions. Our customers find these two products great for arthritis and dry skin conditions.

People have been seeing the benefits of these products for themselves and want the same for their pets.”

Consumer Challenges

Consumers are naturally very concerned about the quality and safety of their pet products.“Animals are living longer due to quality products that are enhancing their lives,” said Bacon.“Consumers are looking for products that work and that they can trust.”

Bacon advised consumers to look for quality supplements that display the NASC seal.Companies that display the seal undergo a rigorous site inspection and an independent quality audit. NASC members show that they label products properly and consistently.The organization also requires a review of the product ingredients and random testing of finished goods to ensure that they meet label claims.

“Pet owners can look for NASC Quality Seal on the product, which means it meets the highest level of industry standards for quality and vigilance,” said Bookout, who is president of the Council. “We also suggest that pet owners call the company that makes the product directly and ask questions about the product’s safety and potency. “Two things are always true: companies that make claims that are probably too good to be true are, and cheap products are cheap for a reason.”

Similar to natural products for humans, pet owners need to be leery of “overthe- top” claims regarding product benefits, added American BioSciences’ Johnson. “[We] always encourage consumers to do their research. Call the manufacturer and ask questions— How long has the product been on the market? Are testimonials available?What is the availability of clinical evidence, etc.?

“Product information for DGP and NK-9 are readily provided to retailers and consumers alike,” Johnson added. “It is important for pet owners to know as much as possible so they can feel confident about what they are giving their four-legged family member.”

Attentive Retailers

There is no doubt the number of products flooding the market creates a great potential for consumer confusion.Unfortunately, it might not be getting easier.
“It is getting harder to distinguish between products that are truly natural and use better ingredients, and mass-market brands that simply print ‘natural’ or ‘nature’ on the package, but use the same poor-quality ingredients as all their other products,” said Wellise.

“The savvy retailer needs to do a little homework to understand key ingredient definitions, especially the ones that educated pet guardians will automatically reject,” Wellise added.“Being knowledgeable about what makes a pet product good or bad, understanding what certain marketing terms imply, and being able to counsel customers about pet food is extremely desirable in the pet market today. Natural product retailers whose pet food recommendations prove trustworthy will reap huge benefits in sales and, more importantly, referrals.”

Wellise noted several ways for retailers to know how to choose only reputable companies and excellent products for their shelves, such as examining the standards, certifications and testing of products. “Very few companies will bother with that,” she said.

“Another is to ask, ‘Who formulated this product?’ Anyone can throw together a few herbs or vitamins, print Some slick brochures and put up a snazzy website, but do they have any qualifications? Did they involve a doctor, veterinarian, biologist, nutritionist, biochemist or anyone with relevant credentials?What scientific evidence is there that the ingredients in their product will do what they claim?”

Delicious Deliveries

Pet owners are also getting accustomed to the most recent delivery forms available for their pets’ supplements, such as soft chews. Pet Naturals, for example, strives to be innovative in both the form and function of its products, said Bacon. “Many of our products are available in a unique chew form.These chews are not only extremely appetizing, but also packed with adequate levels of ingredients to ensure their effectiveness. These tasty morsels have been especially popular with the feline population. This is attributed to the highly palatable chews that these finicky felines seem to love.”

“Pill pockets” and other malleable treats that can be wrapped around tablets and capsules are also great; veterinarians love them and they make things a lot easier for pet guardians, added Wellise. “Supplements that taste good, or are at least palatable enough to be disguised in food, also make life easier for pet owners.”

Overall, the interest in natural pet care products has increased from a very small, specialized group of consumers to the majority of today’s pet owners, said Bacon. “While this consumer base increases, so do their options and their need for more innovative and effective natural products. Manufacturers are producing more products to fulfill these demands.”

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