Nutritional supplement products expected to expand

While sales of pet supplements have flattened over the last few years, market research firm Packaged Facts estimates that the segment will grow to exceed $697 million in sales by 2019.

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Rising obesity rates among pets and an aging pet population will boost the market for the products. Almost half of all pet owners in Packaged Facts’ 2015 survey reported buying age-related food and nutrition products for their pet, a number that suggests a strong market for elderly pet products.



Joint health supplements remain the best-selling segment in the category, according to Packaged Facts, and are poised to capture even more share as marketers increase awareness of the benefits of using supplements to maintain the health of older pets.



“Obesity and joint health issues are big problems with older pets, with incidence mirroring the human population,” said Steve Smith, president of Pet Releaf, an all-natural pet product company that recently launched two Cannabidiol (CBD)-based products, Edibites CBD Treats for Dogs and CBD Hemp Oil Tinctures for both dogs and cats. Pet Releaf, which has been successful in the specialty channel, is expanding distribution to the mass market.



Last year, Perrigo Animal Health introduced PetArmor Joint Health Maximum, a supplement for dogs that contains glucosamine, chondroitin, MSM and manganese. The supplement is designed to build cartilage and connective tissue, lubricate joints, maintain healthy joint fluid pressure and support joint health.



The natural pet supplement segment is likely to expand as pet owners, who are willing to spend more on products they believe will offer superior health-and-wellness benefits for their pets, turn to premium-priced products.



“People are really committed to their pets,” said Clay Desjardine, CEO of Ion Labs, which makes a 10-product line of pet supplements. “Even when the economy is bad, people focus on what’s most important to them, and pets are a big source of enjoyment and support.”



Avivagen recently introduced Vivamune Vital Health3 Chews, a line of pet supplements containing OxC-beta, a naturally-occurring substance that supports the immune system. The supplement targets skin, mobility, joint and digestive health.



Manufacturers have been introducing more alternative format products, with liquid and powder supplements, gels, pastes and flavored supplements giving pet owners more options when choosing a product for their pets.



Lifes2good recently launched Pettura, a line of veterinarian-formulated supplements for dogs in a liquid formula delivered through a premeasured pump. Pettura comes in five formulations: calming, multivitamin, healthy joints, oral health and skin and coat, and retails for $29.99.



Ion also is focused on easy-to-adminster delivery systems. “Eight of our 10 products are flavored powders,” said Desjardine. “It’s a much easier delivery system for consumers.”