Pet complement buyers adopt trends early, like branded ingredients


Pet owners who give supplements to their animals may provide clues to wider trends within the dog, cat and other pet food industries. Pet supplements, in turn, take their cue from human health trends. Certain marketing strategies utilized in human products translate well to pet foods, treats and supplements, similar to labeling packages with branded ingredients. Nicole Hill, executive director of strategy at MarketPlace, a consultancy serving each pet and human nutrition corporations, shared these insights from her company’s research into pet supplements on the AllTech One conference on May 23. 

In a MarketPlace survey of 506 dog, cat and horse owners, 241 responded that they offer their pets supplements no less than weekly. Those 241 pet owners provided a glimpse at rising trends in companion animal products, she said. 

“Why we take a look at that pet complement audience is because those are inclined to be people within the functional nutrition space who’re early adopters,” Hill said. 

Pet complement customers often also wish to find out about what’s recent, she said. They’re fascinated by seeing proof of ingredient efficacy. What’s more, they might be willing to spending the cash so as to add that functional
nutrition of their pet’s weight-reduction plan. Pet owners search for specific ingredients to handle dog or cat health concerns, and people preoccupations mirror their very own.

“Within the human space, we’re seeing general health, followed by digestive gut, followed by immunity, followed by hair, skin, nails, followed by joint, brain, and reducing anxiety and stress. Once we take a look at the pet complement trends, we’re also seeing that, after all, within the pet space, functional nutrition largely focuses around joint health, and skin and coat health.”

Branded ingredients in pet supplements

Those pet complement types drive sales volume within the pet space. Hill said rising trends within the pet complement space include anti-anxiety and calming, immunity, probiotics, prebiotics, antioxidants and gut health. 

“Once we take a look at things within the pet space by way of market opportunity, we’re it through the lens of: what’s driving volume on this space?” she said. “For those who were going to launch a recent functional pet treat line or a pet complement line, after all, it could be natural to incorporate a joint health complement, a skin and coat health complement. But those growth drivers– the antianxiety, calming, immunity, gut health– those should definitely be considered because that is often where recent market entrants are going to potentially make a reputation for themselves and have a chance to grow because entering a very saturated space all the time going to be a bit tougher.”

Pet owners shop for a profit in a complement, and folks are inclined to associate certain ingredients with particular advantages. Pet owners seek assurances that those ingredients will deliver on guarantees and meet their expectations. 

“Once we take a look at that subset of people that give their pet supplements no less than weekly, 45% say they seek specific ingredients, 37% said they seek branded ingredients so not only probiotics, but a branded probiotic, as an example, or not only a particular prebiotic, but a branded prebiotic.”

That ingredient branding might help give consumers the assurances they seek about health claims.

“While clinically-proven claims encourage confidence, 31% said they do, in truth, it truly is the branded ingredients or the clinicals that also helps support that confidence,” Hill said.  

Even when a pet owner hasn’t heard of a particular branded ingredient, they do know that if this brand is featured on the front of packaging, it have to be meaningful…It is also a signal of credibility and it helps to instill trust, she said. Branded ingredients which are already established within the human complement and health grocery store may be particularly effective. 

“I’m giving this to my pet and I’ve seen it within the human space, it have to be great,” she said. “If it’s adequate for me, it’s adequate for my pet. That association really can communicate rather a lot to that consumer who’s purchasing a pet complement, a functional pet treat, a functional food topper, or functional pet food, itself. Even when brands aren’t able to speculate in clinicals themselves, we’re also seeing that so many wish to use ingredients of their formulas which have clinical support behind them since it does allow them to construct on that credibility story.”

Tim Wall covers the dog, cat and other pet food industries as senior reporter for WATT Global Media. His work has appeared in Live Science, Discovery News, Scientific American, Honduras Weekly, Global Journalist and other outlets. He holds a journalism master’s degree
from the University of Missouri – Columbia and a bachelor’s degree in biology.

Wall served within the Peace Corps in Honduras from 2005 to 2007, where he coordinated with the town government of Moroceli to arrange a municipal trash collection system, taught environmental science, translated for medical brigades and facilitated sustainable agriculture, together with other projects.

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