Pet Supplement Trends 2017 and Beyond
The U.S. pet supplements market is poised on the verge of significant expansion. The first decade of the new millennium enjoyed double-digit growth rates, but then ebbed to a CAGR of 3.7% between 2010–2014, due mainly to that period’s generally uncertain economic conditions.
Now, however, the average American’s cash-flow has sufficiently recovered, and the next five years promise a return to a growing market for pet supplements. Globally, the pet dietary supplements market is expected to grow at a CAGR of 5.26% during 2016–2020.
As mentioned in my previous post, pet owners’ personal focus on healthy eating and whole foods in their diets have begun to be extended into their pet’s food bowl and treat jar. More than ever, pet owners are seeking out products geared toward overall pet health and specific health concerns. As people (and their pets) age, they’re interested in taking into consideration their lifestyle’s general nutritional needs, as well as addressing specific health and well-being issues, such as anti-inflammatory needs, obesity, digestive issues, cognitive functioning, etc.
supplement marketers are introducing new products that mimic the key trends in human supplements
As Bill Bookout, president and founding member of the National Animal Supplement Council (NASC), an industry group that monitors product quality, recently stated, “The pet supplement industry follows very closely–but somewhat lagging behind–the human industry.”(1)
And while that lag has previously been somewhat drawn out, it has considerably contracted in recent years. “…what was once a seven-year lag behind human products is now closer to just a year or two,” Philip Brown, a practicing veterinarian and consultant to multiple pet product companies such as Nutri-Vet and Newman’s Own Organics.(1)
According to Pet Supplements in the U.S., 5th Edition: “ … supplement marketers are introducing new products that mimic the key trends in human supplements in hopes of enticing more pet owners to give supplements to their pets.”(2)
Human and Pet Diet Crossover Trends
As in human diets, the main crossover trends are expected to include natural and organic supplements, as well as supplements geared to assist with the issues associated with aging and obesity. Joint health-related supplements will maintain the top spot in this category and will capture even more market share as people come to know and trust those supplements’ efficacy for themselves, and marketers point out the benefits of using such supplements to maintain the health and comfort of beloved older pets, too.
“With increasing awareness about the development of joint-related issues in pets, the need for the administration of supplements as a preventive measure has increased among pet owners,” said Arushi Thakur, respected industry expert for pet supplies research at Technavio.(3)
This is one of the major factors driving the joint health supplements market.
“Dogs now have an average lifespan of 10–12 years, and many cats are living to 17–18 years or beyond. In senior animals, arthritis and other musculoskeletal problems are a fact of life.” writes Katherine Kahn, DVM(4)
As an example of the melding of successful formulation and marketing, products such as the chewy Milk-Bone® Good Morning Healthy Joints Daily Vitamin Dog Treats, with joint-health functional ingredients such as DHA, Vitamin C, Glucosamine, and especially Chondroitin, have been very well-received by the public, as thousands of online reviews of the product attest. Their chewy texture, unlike that of crunchy biscuits, is easier on older dogs, and the inclusion of the nutraceutical turmeric, with its anti-inflammatory properties, is a natural fit, as well.
Powder, liquid, gel, and paste supplements, designed to be sprinkled onto or mixed into a pet’s full meal, are an easy way for pet owners to customize dosage based on need and pet size.
Also reported in Pet Supplements in the U.S., 5th Edition: “The pet supplement market’s biggest challenge is the much faster sales growth of nutraceutical treats — functional biscuits and soft chews designed to be more enjoyable and palatable than traditional pills or tablets while still providing health benefits. Supplement marketers are combating this trend by introducing more alternative format products of their own, with numerous new liquid and powder supplements as well as gels and pastes.”(2)
Powder, liquid, gel, and paste supplements, designed to be sprinkled onto or mixed into a pet’s full
meal, are an easy way for pet owners to customize dosage based on need and pet size.
Though nutritional supplement sales lagged during that period, natural and organic pet supplement sales nearly doubled between 2008 and 2014, rising from 6% in ’08 to 11% in ’14. To take advantage of this trend, many pet supplement marketers will offer premium and ‘super premium’ products, as they’ve seen that pet owners are willing to spend more if they believe the products offer superior benefits. Sales growth of natural pet supplements will also follow suit.
According to Packaged Facts, pet obesity and weight management products will also be in demand. There is no question obesity in pets is a huge (no pun intended) problem in the U.S. There is enormous (ok, pun intended) potential for rapidly expanding (I’m so sorry) this category of products over the next five years.
Growing Old Together
“Senior dogs and cats are a major pet demographic in the U.S., with a third of cats and dogs being seven years or older.” ~ Packaged Facts(2)
Dealing with the problems of aging, for ourselves and our pets, is inevitable, and invariably on the mind of devoted pet owners. Nearly half of all pet owners in Packaged Facts’ January 2015 survey were buying age-related food and nutrition products for their pets. This demonstrates that there is clearly a market for elderly pet products, just waiting to be tapped.
Global Pet Dietary Supplements Market 2016–2020 states, “ … development of age-related health issues will be a key driver for market growth. As pets age, their memory, ability to learn, and the functioning of sensory organs tend to decline. With advancing age, most pets also become obese, and their health deteriorates. For instance, as dog’s age, their metabolism changes and the need for calories decreases. Due to metabolic changes, dogs tend to put on weight, which leads to diabetes; damage of joints, bones, and ligaments; heart disease; increased blood pressure; decreased liver function; digestive disorders; and other related issues.”(5)
This report goes on to note that in the US, while close to one-third of the total number of pet cats and dogs were given pet dietary supplements in 2014, the concerns about the safety of these products remain strong among pet owners. As of now, regulations governing the manufacture of pet dietary supplements are not clear-cut and organized. There is very limited data available on the safety of dietary supplements for dogs, cats, and other pets, which is a major challenge for the market. Certification of functional ingredient levels in a finished product will help manufacturers to meet that challenge with confidence.
Originally published at blog.watson-inc.com.
