Pet Supplement Trends 2017 and Beyond

The global skin and coat supplements market are expected to grow at a CAGR of more than 5% during the next five years. These supplements for skin and coat are formulated with essential fatty acids such as omega-3 and -9, as well as vitamins, minerals and other ingredients that support and nourish the cells of the skin and fur.

Processed pet food products currently available in the market almost universally contain too much omega-6 fatty acids and very little or no omega-3 and -9 fatty acids. While the two essential fatty acids most important to good health are omega-3 and omega-6, they need to be balanced in the proper proportions to protect hearts, joints, pancreas, and skin. Due to this lack of omega-3 and -9 fatty acids, manufacturers are now formulating fatty acid supplements for cats and dogs with omega-3 made from marine oils such as krill oil or fish oil.

“The demand for skin and coat health supplements is increasing in line with the growing desire of pet owners to maintain their pet’s skin and coat,” ~ Arushi Thakur, Technavio(3)

Going Pro (Probiotic, that is….)

American consumers spent an estimated $3.1 billion on probiotic products–about a third of which came from yogurt–according to research collected by the website Statista in 2013.

Probiotics and digestive enzymes are used to formulate supplements for the gastrointestinal (GI) tract to promote healthy digestion. Different species of animals’ GI tracts are populated by different types of bacteria and have evolved to handle the load of such bacteria. However, as with their human owners, if the balance between the levels of good and bad intestinal bacteria is not maintained, pets will eventually develop issues with their GI tracts.

Probiotics are being used to help animals, and especially dogs, regulate their digestive systems and lessen the need/use of antibiotics. Dr. Korinn Saker, a clinical veterinary nutritionist, recently tested probiotics on shelter dogs with digestive issues. “The dogs that were put on the probiotic resolved faster and improved to a more significant and greater degree than those animals that were put on a traditional antibiotic,” Saker said.(1)

savvy consumers who are also pet owners are constantly educating themselves and gathering information to maintain their health, and by extension their pets’ health and well-being.

The demand for species-specific supplements for the GI tract is increasing. As mentioned earlier, savvy consumers who are also pet owners are constantly educating themselves and gathering information to maintain their health, and by extension their pets’ health and well-being. These educated consumers may hesitate to purchase commercial pet food products formulated with probiotics intended for humans, as they know their pets have differing and specific strains of bacteria and require their unique probiotic components. Also, manufacturers may want to consider the inclusion of enzymatic ingredients, such as protease, lipase, papain, bromelain, amylase, betaine HCL, and others to formulate high-quality digestive enzyme supplements.

Other pet dietary supplements, such as milk thistle and SAMe, are commonly used as ingredients in pet supplements for liver and kidney support. Cats, for example, can be prone to kidney-related issues and require a moist, species-appropriate diet to minimize stressing these vital organs. Supplements that address this common kitty-malady will see increased demand.

Botanical ingredients, too, are more and more being sought out within the pet products market. Customers are looking for human-grade ingredients in their pet’s formulations. Natural, healthy ingredients, such as organic alfalfa- or barley grass powders, and natural organic colorants such as beetroot, carrot, and sweet potato juices, turmeric-root powders, and others, have stronger market appeal than ever.

Taste Matters

To top it all off, palatability is a major issue. “Animals [ … ] are tougher,” stated NASC’s Bookout. “You can have the greatest product in the world, but if the animal isn’t going to consume it, then people won’t continue to buy it. Palatability and delivery system are extremely important.” He continued, “I would argue that palatability and acceptance by the animal are equally as important as the functional benefit of the product, maybe more so.”(2)

Taste-masking technologies, such as those used for human supplementation, will go a long way towards formulating an effective product that pets enjoy.

To sum up, in addition to introducing more new and innovative products, pet treat manufacturers looking to expand into the pet supplement market will do well to increase meeting consumer demand for “clean” labeling and continue to expand their natural and organic product lines. And if your new products reflect recent and accepted trends in human health and wellness supplementation, then new customers will come looking for YOU.

Originally published at blog.watson-inc.com.