Keeping Fido and Fluffy nourished, active and pampered has become big business as more consumers view and treat their pets as valued family members: American Pet Products Association reported that Americans spent an all-time high of $72.5 billion on their pets in 2018—up 4.4% from 2017—and spending is expected to reach $75 billion in 2019 (1).
“The pet industry is more dynamic and stronger than at any time since I’ve been in the business—and I’ve been in the business since 1999,” asserts Bill Bookout, president and chair, National Animal Supplement Council (NASC) in Sun City West, AZ. The driving force behind this rapid growth: “In the Millenial space, younger adults are less focused on having kids and more focused on having a companion dog or cat,” explains Bookout. “At the same time, in the baby boomer space, people are retiring and kids are leaving home, so their pets become the focus. At both ends of the demographic, we’re seeing circumstances conducive to continued growth.”
Natural health retailers stand to benefit the most from consumer’s increased investment in their pets’ health and well-being: The global organic pet food market is forecast to grow 9% by 2023—that’s nearly twice the rate of conventional pet food (2). A well-stocked premium pet product section may be key in helping you grow your millennial customer base: A recent Packaged Facts report found that 69% of millennial pet owners look for foods made with natural, whole-food ingredients, and 55% are willing to try holistic nutritional supplements before resorting to conventional pet medication (compared to 30% and 44% of those 35 and older).
To help you cash in on the booming pet product market, we tapped experts for the science-backed food guidelines and results-driven supplements that will keep pets and their
parents coming back to your store again and again.
Pet food follows the clean label trend
Grass-fed, grain-free, organic, non-GMO, raw, sustainable… The pet food aisle now boasts as many nutrition buzz words as you find in the human snack market. “We know that pet parents are shopping for their dogs and cats the same way they shop for any other member of their family,” affirms Jilliann Smith, director of communications for Merrick Pet Care, the makers of Castor & Pollux. “We are seeing a rising concern among shoppers over harmful chemicals, pesticides, GMOs and artificial additives in our foods.”
Smith notes that that’s why Castor & Pollux has emphasized transparency in its PRISTINE pet food line, which is made from responsibly raised animals, including free-range chicken and turkey and grass-fed lamb and beef, and organically grown fruits and vegetables. “Organic is a great way to avoid potentially harmful ingredients and give pet parents reassurance that they are making the right decision for their pets.”
Sourcing pet food with a clear “Made in the USA” label is another good bet, since FDA regulations ensure safer manufacturing practices and carry less risk of recalls or contamination. “Dog foods from China, while inexpensive, have been found to have a history of contamination,” notes C. Leigh Broadhurst, Ph.D., nutritional chemistry and food safety research scientist at Ark Naturals. “As with any human food or supplement, brands you already know and trust are key.”
Holistic veterinarian Judy Morgan, DVM, author of Yin and Yang: Nutrition for Dogs, stresses that avoiding foods that contain added dyes or food coloring, preservatives including propylene glycol, ethoxyquin, BHT and BHA, which can be carcinogenic, as well as any kind of sugar, can go a long way toward improving the health of pets. Another tip from Dr. Morgan that you can pass along to customers: “When reading the label, remember than anything listed below salt makes up less than 0.5% of the ingredients. So labels that promote antioxidant-containing foods like blueberries and other fresh fruits and vegetables may be misleading if those ingredients are far down on the list.”
Also on the “to avoid” list, according to Cheryl Myers, chief of scientific affairs and education at Europharma/Terry Naturally: products with a lot of corn or other grains. “Dogs and cats don’t need those ingredients, and they are often in food to simply ‘bulk’ it out,” Myers explains. “Unfortunately, it can have the effect of blasting through the digestive system, causing discomfort, inflammation and loose stools.”
Vegetarian and/or vegan pet food have drawn interest for their sustainability and potential cost-savings: A recent survey published in PLos One found 35% of pet owners were interested in switching their pet to a vegan diet (4). Dr. Morgan advises against this for the time being, though. “Taurine and carnitine are amino acids that dogs and cats need for heart health. These are found in only in meats, fish and organs.”
Dr. Broadhurst agrees, noting, “Cats are obligate carnivores and cannot tolerate large amounts of carbohydrates; many plant foods are toxic to them. Dogs are omnivorous, but only slightly so, and they can have digestive difficulties and allergies from plant proteins. So I suggest using plant proteins only in small amounts in dog foods, mixed in with nonvegetarian proteins.”
There is hope for plant protein in pet food on the horizon, notes Dave Louvet, founder and CEO of Innovet Pet Products. His company is looking to develop a hemp-based dog food in the next few years, now that there’s sufficient supply from hemp growers to experiment with new products.
One new trend in the pet market that is worth stocking up on: Meal enhancement products. “Nielsen data shows sales in this category have grown by 30% just in the last year,” explains Smith. “Pets love different textures and flavors, so adding a topper, broth or other mixer brings more variety to mealtime.” It also offers an opportunity to give meals an extra boost of nutrition. For example, fish oil toppers add a dose of omega-3 fatty acids shown to boost the shine and moisture of pets’ skin and coat, while bone broth products, like Castor & Pollux PRISTINE Bone Broth, provide joint-nourishing collagen.
Targeted supplements boost well-being
As dogs and cats get older they deal with the same issues as aging humans, such as aching, stiff joints, bladder control and obesity. But just as with your human customers, there’s a host of supplements (often in easy-to-dose soft chew treats) that can help stave off age-related issues and keep pets healthy and active through their golden years. (Customers should check with their vet first.)
Soothing angst: If car rides, fireworks or thunderstorms trigger stress symptoms in a furry friend, natural ingredients can help, says Dr. Broadhurst. “Supplements can also be useful for calming other acute anxieties or helping your pet through transitions and rough patches with separation anxieties, but they are not intended to be used every day for the life of an animal and do not permanently change behavior.”
Echinacea root extract (EP107), a standardized extract found in Europharma/Terry Naturally’s Calming Formula, is a fast-acting botanical that works via specific cannabinoid receptors to promote calm and dial down stress without causing drowsiness, says Myers. “For best results, give dogs a 20 to 40 mg dose of these chewable tabs (depending on your pets’ size) 30 minutes before a stressful event.”
L-tryptophan. This amino acid stimulates calming beta waves in the brain to bring instant feeling of calm. Dr. Broadhurst recommends pairing it with a blend of time-tested calming, anti-anxiety and mildly sedating botanicals that work synergistically. For example, the mix of valerian, hops, chamomile, passion flower, St. John’s Wort and magnolia, plus L-tryptophan found in Ark Naturals Happy Traveler Soft Chews helps to soothe stress, plus contains ingredients that help to minimize motion sickness for easier road trips. It’s safe for both dogs and cats.