The pet nutrition market is undergoing a shift that mirrors recent trends in the human market. As more consumers become conscious of their own diets, they are also increasingly asking questions about what theyre feeding their pets and searching for ingredients on par with what they would consume themselves. Data from Nielsen indicate that in 2018, American consumers spent $33 million on pet food that contains human-grade ingredients.1 Meanwhile, the U.S. pet supplement market reached a value of $636 million in 2018, according to Packaged Facts.2
Pet owners are scrutinizing pet products more closely. Whether theyre looking for a dietary remedy for a condition, responding to a pets allergy, or simply seeking out more nutritious pet food, consumers are judging pet foods and pet supplements on nutritional content, functional benefits, composition and filler, and even packaging. As demand for healthier pet products continues to grow, formulators are expanding their product lines with clean-label and functional ingredients that pet owners can feel good about buying. Here are some of the ways that formulators are changing their products to appeal to health-conscious pet owners.
Curcumin Increasingly Popular for Joint Health
Functional benefits are driving the pet health market, and one of the most popular functions that consumers seek out is anti-inflammation activity for joint health. Joint pain is among the most common health problems that pets face. One cross-sectional observational study of radiographic images from 100 cats found that 91% of cats suffer from a degenerative joint disease, such as osteoarthritis, in at least one joint. The study also found that while there is a strong correlation between age and prevalence of osteoarthritis, even young cats are susceptible to the disease.3
Leisha Jenkins, marketing associate for Verdure Sciences (Noblesville, IN), says that joint health and motor function support are some of the functions driving interest in turmeric and curcumin products for animal health. Jenkins says that joint health is increasingly becoming a top concern for the equine market. Larger animals like horses tend to be more prone to joint problems, Jenkins notes, and also require larger doses. The equine market is seeking solutions for inflammation and joint health because of the propensity of joint injuries and joint issues in horses, Jenkins says.
She continues: For large animals like horses, price per dose becomes a concern for added functional ingredients, which is why her companys curcumin, Longvida, offers a dose that is attractive and manageable for owners. There may be a significant opportunity in the equine market for an added ingredient that specifically targets issues like lameness, joint health, and inflammation.
Curcumins performance in clinical trials is fueling its rise in popularity for joint health applications. One 2012 animal study on 18 kennel dogs examined the effects of curcumin and NSAIDs on the genetic expression of peripheral white blood cells in cases of osteoarthritis. The dogs were divided into two randomly assigned groups of dogs with osteoarthritis (n=6 and n=6) and one group of healthy dogs (n=6). The osteoarthritis groups were given either a twice-daily 4 mg/kg dose of curcumin, or a 5 mg/kg/day dose of the NSAID firocoxib, for 20 days. The control group did not receive any drug or supplement. Blood samples on all three groups were taken at baseline and after 20 days.
The study authors found that curcumin and firocoxib had similar effects on gene markers for osteoarthritis. However, curcumin specifically targeted the interleukin-18 pathway, while firocoxib did not. The study authors concluded that this different mechanism of action makes curcumin an effective complementary remedy.4 The curcumin ingredient used in this study is a curcumin phytosome ingredient called CurcuVET from supplier Indena S.p.A. (Milan, Italy).
Verdures Jenkins says that curcumin is being incorporated in several pet formulations, and formulators are increasingly targeting functional ingredients toward specific health applications. Branded ingredients in particular, she says, are becoming popular among finished-product formulators. Incorporating branded ingredients into a product is another way to offer consumers an additional layer of confidence, she says. Branded ingredients offer a layer of consistency and quality to support clean, reliable ingredients.
Specialty Formulations Target Working & Competitive Animals
One emerging extension of the pet health market that is driving significant innovation is the professional animal market. Competitive animals like racehorses, as well as working animals like search and rescue dogs, have specific nutritional needs beyond those of house pets. Clinical data is showing that there may be benefits in tailoring specialty formulations to these kinds of animals.
One 2017 animal trial followed 16 search and rescue dogs for three months. The dogs were fed a high-protein, energy-dense diet according to each dogs nutritional requirements based on body condition, body weight, and training activity. However, the dogs were randomly assigned to receive a diet that was either high (n=8) or low (n=8) in EPA and DHA omega-3 fatty acids, chondroitin sulphate, and glucosamine. All of the dogs were given hematology and clinical chemistry blood analysis tests, as well as lameness and joint pain evaluations, at baseline and once every 30 days. After three months, the dogs in the high-supplementation diet group showed higher values of erythrocytes, hemoglobin, and PCV/hematocrit relative to those on the low-supplementation diet. The study authors concluded that a high-supplementation diet may increase energy production during exercise and therefore improve dog performance during search and rescue tasks.5
Michael Crabtree, ND, director of scientific affairs for Bioenergy Life Science (BLS; Ham Lake, MN), says that protein-based fortification and supplementation is an effective means of improving diet for animals that struggle to meet their daily dietary requirements. Food manufacturers often think in terms of vitamin fortification, which involves adding nutrients back in after processing, he says. But what isnt usually discussed is the impoverishment of the energy content of food after processing. Adding high-energy molecules like D-ribose, vitamin B3, electrolytes, or CoQ10 provides a distinct advantage.
Crabtree says that energy and protein fortification could be an effective and budget-conscious way to ensure that high-activity animals meet their daily nutritional intake requirements. His colleague, Vice President of Sales Marianne McDonagh, adds that functional ingredients like Bioenergys branded D-ribose are continuing to expand into the animal market for this exact reason. BLS entered the equine performance market years ago, and we saw a lot of racehorse owners using Bioenergy Ribose for performance, recovery, and endurance. The success of that market prompted us to invest more research into animal nutrition, and last year we announced our decision to enter the pet nutrition market and help dogs, cats, and other animals around the world.
Grain-Free Fiber to Support Digestion
Pet foods are increasingly diversifying their functional claims, with specific SKUs now tailored for specific purposes. Sandra Perryman, director of quality, food safety, and co-manufacturing for pet food company I and love and you (Boulder, CO), says that there is a growing demand for customized pet food formulations that support particular life stages, breeds, or aspects of health.
Foods that resonate with consumers contain ingredients that serve a purpose, Perryman says. For example, miscanthus grass is an alternative fiber source that is showing promise for digestive health support in dogs and cats. Miscanthus grass could serve as a substitute for cellulose or beet pulp in formulations.
Perryman says that consumers are also seeking out pet food products that contain real meat, are grain-free, and consist of raw ingredients. Real meat, she says, provides essential nutrients and amino acids for dogs and cats that are often difficult to find from other sources. She notes that grain-free cat food is an essential requirement, as cats are obligate carnivores. For dogs, though, grain-free food is ideal for a dog with a grain allergy or intolerance. As for raw foods, consumers are looking for trustworthy brands that take the proper precautions.
Many raw pet foods can be risky due to a higher risk of illness from salmonella, Perryman says. Our Stir & Boom product uses meat that is considered to be raw, but undergoes a proprietary high-pressure pasteurization process designed to reduce the risk of salmonella contamination.
Pet Owners Go Online for Human-Quality Ingredients
While pet supplement usage is growing, pet owners are increasingly treating pet food as a first line of defense against various pet ailments. Functional ingredients are showing up in products with preventative, maintenance, and treatment claims for specific areas of pet health. Patrick Luchsinger, marketing manager, nutrition and pet food, for Ingredion (Westchester, IL), says that manufacturers are seeing an explosion in online sales. There has been huge growth in online pet food sales, both on websites like Amazon as well as pet-specific shopping sites. Pet owners are using the Internet to become more informed on pet care, including how the latest ingredients can meet their pets changing health and wellness needs.
Luchsinger points to the humanization of pets as a strong driving force behind consumers buying habits. Consumers are increasingly perceiving their pets to be members of their family, he says, and are consequently including their pets in their lifestyle choices. As many consumers consider themselves to be parents to their pets, they are feeding their pets high-quality food with clean-label ingredients like pea protein. Human eating trends like clean eating and non-GMO are consistently trickling over into pet foods, as pet parents want their pets diets to match their own diets.
Pet Ingredients Offer Opportunities for Brands
Consumers now view pets as members of their families. As pet parents seek out natural, clean-label nutritional products for themselves, they will also look for those same trends in their pets food and supplements. Formulators and finished-product brands can capitalize on this trend by creating and marketing specialty products with human-quality ingredients, zero fillers, and specific, research-validated functional claims.
Sidebar: Digestion & Immune Health Are Top Consumer Concerns
Patrick Luchsinger, marketing manager, nutrition and pet food, for Ingredion (Westchester, IL), says that the top functional concerns for pet owners include healthy digestion and immune health. Consumers, he says, are actively seeking out products like Ingredions branded Fortifeed, a short-chain fructooligosaccharide (scFOS) and prebiotic soluble fiber designed to boost digestive health.
Sidebar: Algorithms Lead to Smarter Formulations
Data and tech are now enabling brands to create custom pet health formulations. Direct-to-consumer brand Goodboy (Atlanta, GA), for instance, uses a computer algorithm to formulate customized functional supplements according to breed, age, gender, and weight.
Sidebar: Sustainability Initiatives in Pet Supplements
Some pet health brands are moving toward sustainable packaging materials. Late last year, PureForm Pet Health Supplements (Chilliwack, BC, Canada) introduced the pet health industrys first biodegradable canister and compostable shipping packaging.6
Excerpt from:
Pet nutrition's transformation: Pet food and supplements are getting healthier - Nutritional Outlook
- Creatine and Caffeine: Benefits, Risks, Dosage - Health.com - April 16th, 2024 [April 16th, 2024]
- Fiber Supplements Are Once Again Popular But Pick The Right One | mindbodygreen - mindbodygreen - April 16th, 2024 [April 16th, 2024]
- The Ministry of Health Warns the Public Against Use of Food Supplements Manufactured by Kobayashi Pharmaceutical ... - Gov.il - April 16th, 2024 [April 16th, 2024]
- Study: Vitamin D and Calcium Supplements May Reduce Cancer Risk - Prevention Magazine - March 20th, 2024 [March 20th, 2024]
- Magnesium for Sleep: The Best Type, When to Take It and More - Good Housekeeping - March 20th, 2024 [March 20th, 2024]
- Food ingredients drive growth in beauty supplements - IngredientsNetwork.com - March 20th, 2024 [March 20th, 2024]
- Best Ozempic Weight Loss Alternative Supplements Money Can Buy (Top OTC Semaglutide Alternatives) - Vashon-Maury Island Beachcomber - March 20th, 2024 [March 20th, 2024]
- Can Fiber Help with Ozempic, Wegovy Side Effects? - Health.com - March 20th, 2024 [March 20th, 2024]
- Vitamin B12 and Magnesium: Benefits, Risks, Dosage - Health.com - March 20th, 2024 [March 20th, 2024]
- Taking a Daily Fiber Supplement Might Help Boost Brain Function in Older Adults - Health.com - March 20th, 2024 [March 20th, 2024]
- Moringa: Benefits, Side Effects And Risks Forbes Health - Forbes - October 22nd, 2023 [October 22nd, 2023]
- What to Know About California's New Law Banning Food Additives ... - Smithsonian Magazine - October 18th, 2023 [October 18th, 2023]
- How to Treat Iron Deficiency - The New York Times - October 18th, 2023 [October 18th, 2023]
- The Importance of Micronutrients for Optimal Health - Everyday Health - September 11th, 2023 [September 11th, 2023]
- How can companies stand out in the immune health category in 2023? - Nutritional Outlook - June 20th, 2023 [June 20th, 2023]
- Kemin's BetaVia Pure immune and gut health ingredient gains ... - Nutritional Outlook - June 20th, 2023 [June 20th, 2023]
- Steadfast Nutrition expands its portfolio with four supplements - Asia Food Journal - June 20th, 2023 [June 20th, 2023]
- Martyn Ford Reveals Food & Supplements of 10000 Calorie Diet for ... - Fitness Volt - June 20th, 2023 [June 20th, 2023]
- Nutrition & Longevity Experts Love This Metabolism Supplement ... - mindbodygreen - June 20th, 2023 [June 20th, 2023]
- Ric Flair Reveals Diet, Training & Supplements to Stay Jacked at 74 ... - Fitness Volt - June 20th, 2023 [June 20th, 2023]
- ADM licenses gut-health ingredient from Gnubiotics for pet food ... - Nutritional Outlook - May 18th, 2023 [May 18th, 2023]
- Global Sorbitol Market Report 2023: Increasing Demand for Non-medical Dietary Supplements Drives Growth - Yahoo Finance - May 18th, 2023 [May 18th, 2023]
- Fat-Soluble Vitamins: What They Are and How To Get the Most Out of Them - Health Essentials - May 18th, 2023 [May 18th, 2023]
- Six of the Best... food, treats & supplements - Dogs Today Magazine - May 18th, 2023 [May 18th, 2023]
- 9 Anti-Inflammatory Supplements Backed By Science Forbes Health - Forbes - May 18th, 2023 [May 18th, 2023]
- Dietary Supplements Market Size to Reach Globally with Growing ... - Digital Journal - May 18th, 2023 [May 18th, 2023]
- These 11 Vegan Vitamins Are Made With Fruits and Vegetables - VegNews - May 18th, 2023 [May 18th, 2023]
- Hemptown's Kirkman Subsidiary Named One of the 50 Most Admired Companies to Watch in 2023 - Yahoo Finance - May 18th, 2023 [May 18th, 2023]
- What is biotin? Foods to eat and if you should take it every day - USA TODAY - May 18th, 2023 [May 18th, 2023]
- Best vitamins to be taking as seasons change, according to health expert - Daily Record - May 18th, 2023 [May 18th, 2023]
- KITTEN YOGA RETURNS TO EAST BANK REGIONAL LIBRARY ... - Jefferson Parish - May 18th, 2023 [May 18th, 2023]
- 8 Best Fiber Supplements of 2023, Tested by Experts - Good Housekeeping - May 18th, 2023 [May 18th, 2023]
- FDA Passes the Buck (Back) to Congress for Legislative Solution on ... - JD Supra - May 18th, 2023 [May 18th, 2023]
- The Wellness Trap: Break Free from Diet Culture, Disinformation, and Dubious Diagnoses, and Find Your True Well-Being - Next Big Idea Club Magazine - May 18th, 2023 [May 18th, 2023]
- Fruit And Vegetable Supplements: A 2023 Guide Forbes Health - Forbes - May 18th, 2023 [May 18th, 2023]
- FDA: SARMs not worth the health risk 'for a few extra likes' - NutraIngredients-usa.com - April 29th, 2023 [April 29th, 2023]
- Are Melatonin Gummies Safe? Here's What (Kinda Scary) New Research Says - POPSUGAR - April 29th, 2023 [April 29th, 2023]
- New paper discusses the rationale for proprietary blends in ... - Nutritional Outlook - April 29th, 2023 [April 29th, 2023]
- The Best Brain Supplements For Cognitive Health Forbes Health - Forbes - April 29th, 2023 [April 29th, 2023]
- Protein powders: Are they bad for your health? - BBC - April 29th, 2023 [April 29th, 2023]
- New Regulation on Turkish Food Codex Nutrition Claims Has Just ... - Lexology - April 29th, 2023 [April 29th, 2023]
- Selenium: Benefits, Side Effects, and More - Verywell Health - April 29th, 2023 [April 29th, 2023]
- FDA Warns of Use of Selective Androgen Receptor Modulators ... - FDA.gov - April 29th, 2023 [April 29th, 2023]
- Probiotic supplements may do the opposite of boosting Gut Health ... - WholeFoods Magazine - April 22nd, 2023 [April 22nd, 2023]
- Do hangover supplements actually work? - Nutritional Outlook - April 22nd, 2023 [April 22nd, 2023]
- Common Sense Health: Fish oil is the superhero of supplements - The Independent - April 22nd, 2023 [April 22nd, 2023]
- Red yeast rice nutritional supplements health benefits, risks ... - Chicago Sun-Times - April 22nd, 2023 [April 22nd, 2023]
- From forest to fork - All About Feed - April 22nd, 2023 [April 22nd, 2023]
- Could Certain Foods Help With Hot Flashes? - The New York Times - April 22nd, 2023 [April 22nd, 2023]
- Consumer interest in cognitive, immune health rising - Food Business News - April 22nd, 2023 [April 22nd, 2023]
- 15 Best Vitamin Brands of 2022: A Dietitians Picks - February 24th, 2023 [February 24th, 2023]
- Dietary supplements for weight loss - Mayo Clinic - February 24th, 2023 [February 24th, 2023]
- Emergency Food Supplements | DSHS - Washington - December 28th, 2022 [December 28th, 2022]
- Guidance & Regulation (Food and Dietary Supplements) | FDA - December 25th, 2022 [December 25th, 2022]
- Food Labeling & Nutrition | FDA - December 25th, 2022 [December 25th, 2022]
- Health & Food Supplements Information Service - HSIS - November 21st, 2022 [November 21st, 2022]
- Food Security Community Food Security Coalition - November 21st, 2022 [November 21st, 2022]
- Expert Voices: Diet and Nutrition for People With Parkinson's... - Parkinson's News Today - October 19th, 2022 [October 19th, 2022]
- The regulatory state of play of the sports and active nutrition sector - NutraIngredients.com - October 19th, 2022 [October 19th, 2022]
- The Digestive Health Supplements Market Is Set To Grow At A More Than 9% Rate Due To Rising Cases Of Digestive Diseases As Per The Business Research... - October 19th, 2022 [October 19th, 2022]
- FSAI highlights incidents, recalls and fraud in its annual report - Food Safety News - October 19th, 2022 [October 19th, 2022]
- Global Cannabidiol Legalization Trend to Shape the CBD Market's Future Growth - PR Newswire - October 19th, 2022 [October 19th, 2022]
- The FoodNavigator Podcast: Mood food for mental wellbeing how can the industry capitalise? - FoodNavigator.com - October 19th, 2022 [October 19th, 2022]
- 6 Ways to Find Relief from Your Menopause Symptoms - Health Essentials - October 19th, 2022 [October 19th, 2022]
- NutraCast: How amendments in the 2023 Farm Bill could shape the hemp industry - NutraIngredients-usa.com - October 19th, 2022 [October 19th, 2022]
- South Korea starts year-long inspection of probiotics imported from US, Europe - NutraIngredients-Asia - October 19th, 2022 [October 19th, 2022]
- Nveda employs a variety of dietary supplements made of natural ingredients for a fit and healthy life - The Hindu - October 13th, 2022 [October 13th, 2022]
- Vitamin C Market to See Healthy Growth of USD 1,899.69 Million with Excellent Compound Annual Growth Rate of 7.60% by 2029, Size, Opportunities,... - October 13th, 2022 [October 13th, 2022]
- Global Microalgae Market to Reach $1.3 Billion by 2027 - GlobeNewswire - October 13th, 2022 [October 13th, 2022]
- Dietary supplements that are safe to take, which to avoid: experts - Insider - September 27th, 2022 [September 27th, 2022]
- 6 Best Fiber Supplements That Will Keep Your Gut Happy - CNET - September 27th, 2022 [September 27th, 2022]
- Do You Actually Need To Take A Multivitamin? The Answer May Surprise You - The Zoe Report - September 27th, 2022 [September 27th, 2022]
- Global overview for probiotics: Trends, markets, and harmonization - Regulatory Focus - September 27th, 2022 [September 27th, 2022]
- Combining Your Medication With This May Have "Life-Threatening Effects" - Best Life - September 27th, 2022 [September 27th, 2022]
- Aroma-Zone opens a new store in Paris and prepares to grow abroad - Premium beauty - September 27th, 2022 [September 27th, 2022]
- Fertility Supplements And Vitamins For Women: What You Need To Know - Forbes - September 27th, 2022 [September 27th, 2022]
- ITA offers webinar focusing on supplements and informed decision-making (part 1) - IHF - September 27th, 2022 [September 27th, 2022]
- Awards recognize the latest innovative pet food products - Pet Food Processing - September 27th, 2022 [September 27th, 2022]
- On-mind and on-trend: formulating products for cognitive well-being - Nutraceutical Business Review - September 27th, 2022 [September 27th, 2022]
- The #1 Sign You're Taking "Too Many Vitamins" Eat This Not That - Eat This, Not That - September 7th, 2022 [September 7th, 2022]