Stimulated by consumer attraction for nutritional supplements for human consumption, the pet health supplement is not far behind. With more people giving pets equal status in their households, more pets are getting premium nutrition through high quality pet supplements. This trend has been growing at a phenomenal rate, and is predicted to grow even more as new and more innovative pet supplements that cater to specific health needs are introduced into the market.
Pet Supplements – Growth Factors
The organic pet supplement industry continues to thrive despite the economic downturn, thus confirming that the majority of pet owners do not mind spending a few extra dollars when it comes to purchasing organic pet products. Industry statistics indicate that one or all of the following factors played a key role amongst pet owners in the decision to purchase an organic pet supplement:
- Sustain the health of their family pet.
- Avoid the high cost of veterinary expenses or other medical costs.
- Organic products offer more health value as opposed to products that are not organic.
Other reasons for the rise in pet supplement sales include:
- Pet owners show increased interest in providing complete nutrition for pets. Pet owners are more aware and educated about the nutrition, health and safety aspects of pet supplements.
- Aging of household pets and its associated health problems.
- Pets being overweight.
- Influx of new, innovative products that keep the public interested. These include pet supplements for teeth and tartar prevention, energy-boosters, joints, bones, muscles, skin and ladies leather coat, immune health, cognitive health, eye health, digestive and urinary tract. Mintel noted 509 new pet food products with functional claims were available for purchase in 2008 as opposed to 302 in 2007.
- More pet supplements in the market that have been clinically proven by veterinarians
- Increased recommendation of pet supplements by veterinarians.
- Rising status of pets in the American household. More pet owners think of their pets as lovable companions and treat them as equal members of the family.
- Catchy advertising by pet supplement manufacturers that plays on consumer willingness to provide the best for their pets.
- Pet ownership is steadily on the rise according to the National Pet Owners Survey.
The pet nutrition market was valued at more than $2.1 billion in 2007. Out of this NBJ estimates that 43 percent of this figure is from the sale of pet supplements alone.
Popular Trends for Pet Supplements
While the primary focus of pet supplements is cats, dogs and horses, companion animals include birds, smaller animals and herptiles. High growth segments expected to have impressive sales include:
- Nutritional/functional treats. Functional nutritional treats, in the form of tablets or chewables, have also seen a significant rise in the last five years.
- Supplements that have functional claims for health-specific conditions.
- Veterinary exclusive pet supplements
- New innovative ingredients such as probiotics and prebiotics for digestive health.
- Natural-based supplements or functional treats made from natural food sources such as fresh fruit extracts, vegetables, high-quality proteins and whole grains in easy-to-administer forms such as tablets or chewables.
Surveys show there are 20 million households who own pets and use supplements for themselves but not for their pets. This is a large target audience to tap. Popular trends in pet supplements include:
- Omega 3s for puppy cognitive functions and skin/ladies leather coat health
- Glucos
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