Today’s pet parents consider Fluffy and Fido to be part of the family, and are increasingly taking proactive measures to support health and wellbeing. For many, that means investing in nutrition supplements as well as quality pet food. 

The pet supplement category has exploded, with pet parents adding supplements to their pets’ wellness regimen for everything from healthy aging and joint and mobility support to weight management, dental care, digestive support, and anxiety relief. According to an analysis by Allied Market Research, the pet supplement market is projected to reach $1 billion by 2035, growing at a CAGR of 4.3%.

As demand has grown, many brands have emerged. Just as in the human supplement space, there are bad actors using questionable ingredients and sketchy marketing tactics. But consumers have gotten savvy about vetting for quality. A FMCG Gurus report revealed that 97% of consumers say the health benefit claims and ingredient list on packaging informs their purchasing decisions for functional pet products. Additionally, 63% of dog owners and 61% of cat owners say branded ingredients influence purchasing decisions, because they feel these ingredients are more likely to be backed by science.

Retailers are in an ideal position to become a trusted resource for quality pet nutrition by using the same discerning process that is used to stock the human supplement aisle. As the FMCG Gurus data shows, opting for products with branded ingredients can be a shortcut to building consumer trust and driving sales in the pet supplement aisle. Branded ingredients offer distinct advantages that can help build consumer trust: 

1) Branded ingredients are typically clinically studied and have clear scientific evidence backing their efficacy. One great example of an ingredient backed by science is Niagen, a branded NAD+ Precursor from Chromadex. This ingredient has been shown to help improve mitochondrial function, which can help slow cellular aging and support metabolic, heart and brain health in humans, and now the company is studying it in dogs to great effect. That’s why we highlight it as an ingredient in Zesty Paws Healthy Aging NAD + Precurson. 

2) Branded ingredients offer a higher level of quality and consistency in dosing. Production is highly regulated and that ensures that the customer will see the same benefits from the product every time they purchase. And since we’re talking about supplements that impact pets' happiness and wellbeing, those effects are often more visible to the consumer day-to-day, so consistency and assurance can make a big difference in motivating repeat purchases. 

3) Branded ingredient manufacturers typically offer great transparency. This includes information about where and how the ingredient is sourced, the process and facility location, rigorous third-party testing, and other quality control certifications. These suppliers also invest in research and education to help consumers understand the benefits and health claims associated with the ingredient, which further help to reinforce the value of the ingredients and the product your store is offering. 

Keeping Pets Happy & Healthy

Here are a few standout branded ingredients that are worth seeking out in pet care products. 

Joint support: OptiMSM has been shown to support joint health and immune function, plus as a rich source of sulfur, it also supports healthy coat, nails and skin. 

Heart health: KarnaQ10 is a branded form of CoQ10 recommended by vets to support heart health and promote energy and vitality. 

Immune support: Epicor, derived from yeast, has been shown to support the immune system. 

Urinary tract health: Cran-Max is a premium cranberry concentrate that can support urinary tract health and renal function. 

One more tip: When sourcing products with branded ingredients, stock a range of delivery formats beyond standard pill-based supplements. Functional ingredients are only beneficial if our furry friends are willing to consume them. Having in-store samples of products like functional soft chew treats or lickables that get Fido’s tail wagging can be a great purchase motivator. WF