Functional options in the pet space are gaining ground. Whether it’s in the form of pet foods (which claim to provide health and wellness benefits beyond the “complete and balanced” requirements for pet nutrition), pet treats (which often make singular claims such as dental health or calming) or pet supplements and vitamins (which run the gamut from all-in-one preventives to symptom-specific options), pet parents are looking for ways to take better care of their pets that don’t include a veterinarian and/or pharmaceuticals.
In a March 31, 2021 presentation titled, “The pet food and treats industry: Reflecting on the past, understanding the present, anticipating the future,” Packaged Facts Research Director (and regular Petfood Industry magazine columnist) David Sprinkle presented data on recent pet supplement purchasing. According to the data, 34% of those surveyed said they’re purchasing dog vitamins/supplements, while 24% said they’re purchasing cat vitamins/supplements. These numbers, are, notably, higher than the percentages who said they are purchasing functional treats for dogs and cats (21% and 17%, respectively, not including dental treats).
They’re not alone. According to market research and consulting company Grand View Research, the global pet supplements market size was valued at US$637.6 million in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 6.4% from 2020 to 2027.
Pet owners paying more attention
The past year found pet owners spending more time than ever with their pets, and amidst a global pandemic preventive health in the human and pet spaces became a focus.
These demands track well with what pet owners look for when they’re searching for preventive health or treatment solutions in the pet food aisles — it’s well known that many pet parents will look at nutrition as the first line of defence for their pet’s health. But pet foods aren’t necessarily meant to address specific health concerns, as their primary purpose is overall balanced nutrition, so pet owners are increasingly willing to look at additional offerings in the same place they’d go for themselves: the supplement space.
The need for consumer education
Unsurprisingly, education is a huge component of those dealing in pet supplements, ensuring that consumers understand their options and can intelligently choose what might be right for their animal.
All that assumes, of course, that pet owners find themselves in the supplement space to begin with.
