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Dietary Supplements for Pets

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Dietary Supplements for Pets 2014 September a veterinary publication In This Issue of Insider Dietary Supplements for Pets Trends and Drivers in the se of dietary supplements and ‘nutraceuticals’ for pets and companion and Pet Supplement Market working animals is booming, and its growth mirrors the ‘boom’ in the hu- » Page 2 & 3 man market. Many veterinarians and veterinary practices have added pri- Uvate label, brand label, or even their own label supplements and nutraceuticals for Commonly Used sale in-clinic, and certainly have fielded questions from their clients about adding Supplements supplements to their pet’s diet. While much of the research as to the benefits and » Page 4 value of nutraceuticals and supplements is still evolving, it’s clear that consumers have made some decisions as to the value—to the tune of hundreds of millions of The A.C.C.L.A.I.M dollars. In this issue of the INSIDER, we’ll explore what’s driving those (still grow- Method ing) numbers, review some professional organization’s guidances on supplements, » Page 5 and provide some tips, tools and information for you, your practice staff, and your clients. Supplements for Horses, Dogs and Cats » Page 6, 7 & 8 Special Days This Month » Page 8 Resources From the Web » Page 9 Nutritional Supplements in Horses » Page 11, 12, 13 & 15 Continuing Education » Page 16 & 17 Did You Know? » Page 19 INSIDER | SEPTEMBER 2014 Professional Focus Trends and Drivers in the Pet Supplement Market (adapted from Nutraceuticalsworld.com, by L. Phillips Brown DVM, Sr. VP Marketing and Regulatory Affairs Nutri-Vet Animal Health Care Products) hile the growth rate of the pet industry moder- ated during the recession, most pet owners It really has been a phenomenal decade for the pet indus- value the comfort and health of their dogs and try. Packaged Facts, a Rockville, MD-based market research Wcats more than ever and are willing to buy more than just firm, reported that pet retail sales reached $55 billion in the basics. High-end pet foods, such as organic, grain-free, 2010 and were expected to hit nearly $60 billion by the end refrigerated and raw foods are gaining more shelf space of 2011—a far cry from 2001 total pet sales of $28.5 billion. in outlets that are increasingly catering to the “pet parent.” U.S. retail sales of pet food totaled $18.4 billion in 2010, an Doggie daycare centers that charge $20-35 per eight-hour increase of 2.8% over 2009 sales, and were projected to day and boarding facilities where dogs can sleep in a bed- reach $19 billion in 2011. room with a person are extremely busy. Celebrity endorsed foods and accessories as well as high end “doggie bou- According to Nutrition Business Journal (NBJ), Boulder, CO, tiques” have become commonplace. natural and organic pet foods, pet supplements and other natural and organic pet supplies grew 5.2% in 2010 to reach $3.2 billion, with the animal supplement category alone adding $80 million in new sales dollars to reach $1.6 billion. Packaged Facts reported the compound annual growth rate (CAGR) of U.S. retail sales of pet supplements and nutraceu- tical treats for dogs, cats and other small animals was 6.6% between 2006 and 2010 and projected to hit 7.4% during the 2010 to 2015 period. The market researcher also report- ed the percentage of dog and cat owners who purchased pet supplements and nutraceutical treats increased from 19% and 12%, respectively, in 2005 to 31% and 22% in 2010. The average household in the U.S. spent $655 on routine visits for dogs to the veterinarian last year, up 47% from a decade ago, according to the APPA. ANIMAL HEALTH INTERNATIONAL, INC. | www.animalhealthinternational.com 2 INSIDER | SEPTEMBER 2014 cause supplements are no longer just available in pill form; The top-selling supplement group continues to be joint increasingly, functional ingredients are appearing in top- heath, with a 4% growth rate and sales of $690 million, or pers, gravies, foods and snacks. Pet food companies market 45% of total category sales, according to NBJ. The dental their diets as providing more than “nutritional adequacy” by category grew almost 7% to reach $20 million as pet own- adding functional ingredients that help maintain skin and ers looked for ways to prevent one of the leading reasons coat condition, joint flexibility, digestive healthiness and for a visit to the veterinarian. Skin and coat supplements immune strength. grew 8% and accounted for 10% of sales. A recent survey by Nestle Purina Petcare, St. Louis, MO, found that 40% of Product Opportunities dog owners and 50% of cat owners expressed interest in Much like the human vitamin category, pet owners appre- purchasing veterinary medications, foods or supplements ciate the importance of dietary supplements as a comple- to address their pet’s gastrointestinal (GI) condition. Mul- ment—not a replacement—to high quality natural or tivitamin sales continue to decline as condition-specific organic pet foods. Nearly 70% of dog owners are aware of supplements evolve and pet food manufacturers improve vitamins and supplements specifically formulated for ani- their formulas with added functional ingredients. mals, yet this knowledge does not necessarily translate into purchase unless the pet parent has a reason to buy. Sales Drivers & Trends Pets are living longer and subsequently developing age- As pet owners take a more holistic approach to their pet’s related problems similar to their human guardians. People health, veterinary endorsements of supplements are grow- are taking clues from their own ways of staying healthier by ing and increasingly re-enforcing their importance in main- eating better and taking supplements, which is particularly taining overall pet health. Many retailers now partner with important as veterinary healthcare costs rise. The average nearby veterinary facilities to support clinicians’ recom- household in the U.S. spent $655 on routine visits for dogs mendations and in turn provide the clinics with in-depth to the veterinarian last year, up 47% from a decade ago, product information and samples. according to the APPA. Expenditures for cats soared 73% over the same time frame, as parenting a cat became more There has been a fundamental change in how pet owners “respectable.” view their animals, with natural and organic pet foods and supplements finding a broader, more receptive audience. However, the major driving force behind the growth of Health and wellness shoppers offer future business oppor- animal supplements is that pet owners view these products tunities for veterinary practice owners that understand the as natural ways to promote health and wellness, the main importance that proactive pet owners put on keeping their reason Packaged Facts’ March 2011 report, “Pet Food in the animals healthy for a long time. This is not a fad that will U.S., 9th edition,” concluded the outlook was “especially fade away—even in difficult economic times. Knowledge good” for pet supplements and holistic pet foods. Veterinar- combined with well-merchandised, attractive displays that ians have also come to view supplements as reasonable don’t confuse clients are effective in-clinic marketing tools. alternatives to animal drugs and are more willing to recom- mend them as adjuvant or even replacement therapy. Mintel’s Global New Products Database reported that 72% of U.S. consumers consider pets as part of the family and want the best for their dogs and cats. It comes as no sur- prise that well formulated supplements with functional ingredients that target specific physiological—and psy- chological—needs of today’s pets are enticing to a whole population of pet parents committed to optimizing the quality of their animals’ lives. Education is still the key to sell- ing dietary supplements and it behooves retailers, including Supplements are no longer veterinary practices, to appreciate just available in pill form; in- thoroughly the intended functionality creasingly, functional ingredi- of a particular product as well as its active ents are appearing in toppers, ingredients to sort out which supplements gravies, foods and snacks. are “therapeutic” and which ones are “treats.” This distinction is not as easy as it sounds be- ANIMAL HEALTH INTERNATIONAL, INC. | www.animalhealthinternational.com 3 INSIDER | SEPTEMBER 2014 Client Focus Commonly Used Supplements (adapted from Nutraceuticalsworld.com, by L. Phillips Brown DVM, Sr. VP Marketing and Regulatory Affairs Nutri-Vet Animal Health Care Product) onsumers, which of course include your veterinary and thus need be applied to pet foods after cooking. Most practice clients, are increasingly looking for ways veterinarians feel that standalone supplementation is more to eat healthier with foods that contain unique efficacious. Cingredients formulated to provide more than traditional nutrition. This same view is taken when giving consider- Glucosamine and chondroitin are critical components ation to buying dietary supplements and nutraceuticals for of cartilage, but the body’s natural production diminishes their pets. Below is a primer on some of the more widely with age. Many manufacturers formulate these chondro- available and widely used ingredients for you, your practice protective nutrients into their pet foods to help stimulate staff, and your clients. cartilage metabolism and inhibit its degeneration as well as provide anti-inflammatory properties. Prebiotics are non-digestible food ingredients that stimulate the growth of beneficial bacteria that have the Omega 3 fatty acids from fish oil or other marine sourc- potential to improve host health, inhibiting the growth of es contain high levels of eicosapentaenoic acid (EPA) and pathogenic microorganisms. Fructooligosaccharides (FOS) docosahexaenoic acid (DHA) capable of modifying inflam- act by stimulating the growth of Bifidobacterium species matory skin responses of healthy dogs. Pet foods supply in the large intestine. Not much is known about the correct ample omega 6 fatty acids, but not omega 3.
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