Following double-digit annual sales gains in years past, sales growth in the
U.S. market for pet supplements and nutraceutical treats has begun to
moderate: marketers will need to work harder to remain relevant. With hundreds
of products batting for limited shelf space, selling pet supplements means
educating consumers and retailers about their benefits and differences, with
veterinarians remaining the toughest customers of all. Clinical testing,
proprietary formulas, the NASC (National Animal Supplement Council) seal of
approval, novel ingredients, natural ingredients, retail merchandising, and
social media programs are all parts of the competitive equation as, now more
than ever, the sale of one pet supplement or nutraceutical treat comes at the
expense of another.
Throughout the recession and its aftermath of economic doldrums, sales of dog
and cat treats remained strong. So it is perhaps not surprising that pet
supplements are increasingly resembling treats. Traditional forms still
abound, including tablets and pills. But palatability concerns and the
human/pet “enjoyment factor” of supplements in treat form has led
to an explosion of functional biscuits and “soft chews.” Also
gaining ground are alternative delivery formats including gels and pastes, as
well as gravies and powders designed to be added to pet food. As a result, the
boundary between supplements and foods continues to blur as the number of pet
owners regularly supplementing their pet's diet in one way or another
continues to rise.
As in human supplements, aging is the core market driver as more pets suffer
from age-related conditions such as joint deterioration and cognitive
dysfunction. Also taking a page from human supplements are popular ingredients
including glucosamine, omega fatty acids, and probiotics, along with trendier
ingredients like bee pollen, green tea, and elk velvet antler. At the same
time, many supplements not sold as foods continue to inhabit a regulatory gray
area while banking on “unapproved drugs for which enforcement discretion
may be exercised” status with the FDA. Nevertheless, the industry's
self-policing efforts, spearheaded by the NASC, have clearly raised the
industry confidence level, as has the increased focus on supplements wielding
the kinds of scientific backing most veterinarians require.
This 4th edition of Packaged Facts' definitive ‘Pet Supplements and
Nutraceutical Treats in the U.S.’ report segments the market into two
categories-pet supplements and nutraceutical treats (i.e., those containing
supplements or novel botanical ingredients addressing specific health
conditions)-with a primary focus on products for dogs and cats, but also
extending to horses and other types of small companion animals. The report
provides a forward-looking examination of the market from every angle,
including an update on the regulatory situation; historical sales figures and
projections spanning the 2008-2017 period; breakouts by supplement type and
retail channel; competitive activity by channel including pet specialty,
veterinary, mass-market, and online; marketing and new product trends; and
consumer patterns and preferences.
With market projections placing U.S. retail sales at $1.6 billion by 2017, the
report homes in on high-growth segments including feline, alternative
administration formats including chewable tablets or soft chews, gels, pastes,
liquids, powders, sprays, and pet food toppers, as well as full-fledged
nutraceutical treats, natural and organic products, senior and other
condition-specific products, featured ingredients, and enthusiastic or
potential consumer demographics. Featuring exclusive Packaged Facts pet owner
survey data, the report details consumer trends in dog and cat supplement and
nutraceuticals treat usage by product type, brand, and retail channel.
Table of Contents
Table of Contents
Chapter 1: Executive Summary
Scope & Methodology
Market Definition
Two Product Categories
Two Animal Classifications
Report Methodology
Market Trends
U.S. Retail Sales Chart Gradual Recovery Post Recession
Figure 1-1: Share of U.S. Retail Sales of Pet Supplements and
Nutraceutical Treats: Small Animal (Dog, Cat, Other) vs. Equine, 2008 vs.
2012 (percent)
Share of Pet Supplement and Nutraceutical Treat Sales by Function
Sales by Distribution Channel
Annual Sales Gains Expected to Rise Gradually
Figure 1-2: U.S. Retail Sales of Pet Supplements and Nutraceutical
Treats: Total, Small Animal (Dog, Cat, Other),Equine, 2008, 2012, 2017 (in
millions of dollars)
Figure 1-3: Pet Supplement Opportunity Gap: Percentage of Dog or Cat
Owners Who Use Human Supplements vs. Percentage of Dog or Cat Owners Who Buy
Pet Supplements, 2012
Competitive Trends
Most Supplement Companies Focused in Pet Health
Veterinary Channel Marketers and Trends
Channel Cross-Over and Expansion
Private-Label Supplement Range Expanding
Marketing and New Product Trends
Advertising and Promotion
Beyond Print
Educating Retailers
New Product Activity Continues, Though at Slower Pace
Focus on Felines
Illustration 1-1: Trade Ad for NaturVet's Functional Soft Chews for
Cats (Pet Business, January 2013)
Consumer Trends
Overview of Supplemental Pet Nutrition Products
Table 1-1: Use of Supplemental Pet Nutrition Products by Type: Dog vs.
Cat Owners, 2012 (percent)
Topline Usage Rates Among Dog and Cat Owners
Figure 1-4: Use of Pet Supplements: Dog vs. Cat Owners,2010 vs. 2012
(percent)
Figure 1-5: Use of Pet Nutraceutical Treats: Dog vs. Cat Owners, 2012
(percent)
Usage of Dog Products Recovers in 2011 and 2012
Multiple-Pet Factor Favors Dog Supplement/Nutraceutical Treat Sales
Chapter 2: Introduction
Product Parameters
Market Definition
Two Product Categories
Two Animal Classifications
Report Methodology
Condition-Specific Products
Natural vs. Synthetic
Organic Regulation
Third-Party Organic Accreditation
Product Regulation
Two Choices: Food or Drug
The National Animal Supplement Council
Product Labeling and Claims
Scientific Advisory Committee
Adverse Event Reporting
NASC Implements New Rules
NASC Honored for Efforts on Behalf of Industry
Human Supplement Regulation Based on Dietary Supplement
Health and Education Act (DSHEA)
Chapter 3: The Market
Market Size and Composition
U.S. Retail Sales Chart Gradual Recovery Post Recession
Table 3-1: U.S. Retail Sales of Pet Supplements and Nutraceutical
Treats: Total, Small Animal (Dog, Cat, Other),Equine, 2008-2012 (in millions
of dollars)
Figure 3-1: Share of U.S. Retail Sales of Pet Supplements and
Nutraceutical Treats: Small Animal (Dog, Cat, Other) vs. Equine, 2008 vs.
2012 (percent)
Small Animal Supplements and Nutraceutical Treats
Table 3-2: U.S. Retail Sales of Small Animal (Dog, Cat, Other)Pet
Supplements and Nutraceutical Treats: Total,Supplements, Treats, 2008-2012
(in millions of dollars)
Figure 3-2: Share of U.S. Retail Sales of Small Animal (Dog, Cat, Other)
Pet Supplements and Nutraceutical Treats: Supplements vs. Treats, 2008 vs.
2012 (percent)
Figure 3-3: Share of U.S. Retail Sales of Small Animal Pet Supplements
and Nutraceutical Treats by Animal Type:Dog, Cat, Other, 2012 (percent)
Equine Supplements and Nutraceutical Treats
Table 3-3: U.S. Retail Sales of Equine Supplements and Nutraceutical
Treats: Total, Supplements, Treats, 2008-2012 (in millions of dollars)
Figure 3-4: Share of U.S. Retail Sales of Equine Supplements and
Nutraceutical Treats: Supplements vs. Treats, 2008 vs. 2012 (percent)
Mass-Market Sales and Composition
Table 3-4: SymphonyIRI-Tracked Sales of Dog and Cat Nutraceutical Treats
and Supplements, 52 Weeks Ending November 4, 2012 vs. Year-Ago (in thousands
of dollars)
Figure 3-5: Share of SymphonyIRI-Tracked Sales of Dog and Cat
Nutraceutical Treats and Supplements, 52 Weeks Ending November 4, 2012 vs.
Year-Ago (in thousands of dollars)
Natural/Organic Product Share of Sales
Figure 3-6: Natural/Organic Share of U.S. Retail Sales of Pet
Supplements and Nutraceutical Treats, 2008, 2010, 2012(percent)
Pet Supplement Sales Up 7% in Natural Supermarket Channel
Table 3-5: Retail Dollar Sales of Pet Products in the Natural
Supermarket Channel by Category and Segment, 2011 vs.2012 (in millions of
dollars)
Share of Pet Supplement and Nutraceutical Treat Sales by Function
Figure 3-7: Share of U.S. Retail Sales of Dog Supplements and
Nutraceutical Treats by Type: 2012 (percent)
Figure 3-8: Share of U.S. Retail Sales of Cat Supplements and
Nutraceutical Treats by Type: 2012 (percent)
Figure 3-9: Share of U.S. Retail Sales of Horse Supplements and
Nutraceutical Treats by Type, 2012 (percent)
Horse Supplement Usage by Form and Region
Table 3-6: Form of Horse Supplements Usually Used, 2006, 2008, 2010
(percent)
Sales by Distribution Channel
Figure 3-10: Share of U.S. Retail Sales of Small Animal Supplements and
Nutraceutical Treats by Distribution Channel, 2010 vs. 2012 (percent)
Figure 3-11: Share of U.S. Retail Sales of Equine Supplements and
Nutraceutical Treats by Distribution Channel, 2012 (percent)
Pet Supplements Less Than 5% of Pet Specialty Store Sales
Regardless of Animal Category
Figure 3-12: Supplement Share of Pet Specialty Store Sales by Animal
Category: 2011 (percent)
Table 3-7: Percentage of Pet Specialty Store Sales Volume
Derived from Pet Supplements by Animal Type, 2011
Market Outlook
Positive Trends in Human Supplements Bode Well for Pet Supplements
Pets as Family Trend Bolsters Pet Health/Wellness Spending
Table 3-8: Pet Owner Attitudes and Behavior Characterizing Human/Animal
Bond, 2012 (percent)
Table 3-9: Level of Veterinary Expenditures by Human-Animal Bond and
Animal Type, 2011 (mean dollar per household)
Figure 3-13: Level of Agreement with Statement: “I buy pet
supplements and/or functional treats to make doubly sure that my pet gets
all the special nutrition it needs,” 2012(percent)
A Natural Advantage
Figure 3-14: U.S. Retail Sales of Natural Pet Products, 2008, 2012, 2017
(in millions of dollars)
Figure 3-15: Level of Agreement with Statement: “If
natural/organic pet products were more available where I shop, I would buy
them more often,” 2012 (percent)
Figure 3-16: Level of Agreement with Statement: “I am
veryconcerned about the safety of the pet products I buy,”
2012(percent)
Figure 3-17: Level of Agreement with Statement: “I prefer tobuy
pet supplements and/or functional treats that are allnaturalor
organic,” 2012 (percent)
Pet Med Alternatives
Table 3-10: Level of Agreement with Statement: “I avoid usingpet
medications as much as possible”: Dog Owners vs. Cat Owners, 2011
(percent)
Table 3-11: Level of Agreement with Statement: “I prefer to try
holistic/natural pet treatments including nutritional supplements before
resorting to pet medications”: Dog Owners vs. Cat Owners, 2011
(percent)
Supplements Advancing Among Veterinarians, But They Still Want More Testing
Negative PR
Growing Focus on Therapeutic Pet Foods
Table 3-12: Level of Agreement with Statement: “I believe that pet
supplements are more effective than ‘functional' pet food designed to
treat specific health conditions,” 2012 (percent)
Table 3-13: Level of Agreement with Statement: “I believe
“functional” pet food designed to treat specific health
conditions is more effective than supplements in pill, tablet, liquid, or
powder form,” 2012 (percent)
Table 3-14: Level of Agreement with Statement: “I do not use pet
supplements because I believe my pet gets all the nutrients it needs from
the pet food I buy,” 2012 (percent)
Figure 3-18: Level of Agreement with Statement: “I believe that
ordinary pet food provides all the nutrition that pets need,” 2012
(percent)
Equine Segment Suffers from Decline in Horse Population
Table 3-15: How Pet Owners View Their Pets by Type of Pet, 2011 (percent)
Regulatory Situation: Status Quo Seems to Working
Pet Market Macrotrends
Pet Ownership and Population Trends
Table 3-16: Household Penetration Rates for Dogs and Cats, 2007-2012
(U.S. households-percent and number in thousands)
The Aging Pet Population
Table 3-17: Age of Dogs and Cats, 2012 (percent of pet owners)
Pet Overweight and Obesity
Table 3-18: Percentage and Number of Overweight and Obese Dogs and Cats,
2011
Figure 3-19: “My pet would be considered overweight or
obese,” 2012 (percent)
Pet Owners Still Budget Crunching Post Recession
Table 3-19: Level of Agreement with Statement: “I am spending less
on pet products because of the economy,”2010-2012 (percent)
Looking Ahead
Annual Sales Gains Expected to Rise Gradually
Table 3-20: Projected U.S. Retail Sales of Pet Supplements and
Nutraceutical Treats: Total, Small Animal (Dog, Cat, Other), Equine,
2012-2017 (in millions of dollars)
Table 3-21: Projected U.S. Retail Sales of Small Animal (Dog, Cat,
Other) Pet Supplements and Nutraceutical Treats:
Total, Supplements, Treats, 2012-2017 (in millions of dollars)
Table 3-22: Projected U.S. Retail Sales of Equine
Supplements and Nutraceutical Treats: Total, Supplements, Treats,
2012-2017 (in millions of dollars)
Table 3-23: Share of U.S. Retail Sales of Pet Supplements and
Nutraceutical Treats: Small Animal (Dog, Cat, Other) vs. Equine, 2012-2017
(percent)
Why the Sluggishness?
On a Positive Note
Illustration 3-2: GNC Vitamins & Supplement for Cats Center in PetSmart
Illustration 3-3: GNC Vitamins & Supplement for Cats Center in PetSmart
(Closeup)
Figure 3-20: Level of Agreement with Statement: “I would prefer to
buy pet supplements under the same human brand names I'm familiar with (such
as One-a-Day),” 2012 (percent)
Illustration 3-4: Royal Canin's New X-Small Dog Pet Food Line
Illustration 3-5: Iams' New Senior Plus (Age 11+) Pet Foods
Figure 3-21: Pet Supplement Opportunity Gap: Percentage of
Dog or Cat Owners Who Use Human Supplements vs. Percentage of Dog or Cat
Owners Who Buy Pet Supplements, 2012
Chapter 4: Competitive Trends
Most Supplement Companies Focused in Pet Health
Mergers & Acquisitions
Bayer Acquires Teva Animal Health
Perrigo Acquires Sergeant's
Kemin Acquires Genesis
Unicharm Takes Stake in Hartz (Sumitomo)
Nutri-Vet Acquired by Imperial Capital/Petra Pet
The Honest Kitchen Receives Capital Investments
Quaker Pet Group Acquires Watson's Senior Pet Supplies
Pet Specialty Channel Marketers
Mass-Market Activity in Pet Supplements: Leading Marketers and Brands
Mass-Market Activity in Nutraceutical Treats: Leading
Marketers and Brands
Table 4-1: SymphonyIRI-Tracked Sales of Pet Supplements, 52 Weeks Ending
November 4, 2012 vs. Year-Ago (in thousands of dollars)
Table 4-2: SymphonyIRI-Tracked Sales of Nutraceutical Dog Treats, 52
Weeks Ending November 4, 2012 vs. Year-Ago (in thousands of dollars)
Table 4-3: SymphonyIRI-Tracked Sales of Nutraceutical Cat Treats, 52
Weeks Ending November 4, 2012 vs. Year-Ago (in thousands of dollars)
Veterinary Channel Marketers and Trends
Patented Formulations
Clinically Proven
Illustration 4-1: GLC Direct's New Actistatin Joint Supplement
Teva Bounces Back with New Parent and New Products
Illustration 4-2: Teva Animal Health Products Web Page
The French Contingent: Sogeval, Vétoquinol, Virbac
Illustration 4-3: Virbac's Pet-Tabs Home Page
Channel Cross-Over and Expansion
Illustration 4-4: Tomlyn Pet Supplements and Soft Chews
Illustration 4-5: Nutramax's New Line of Supplements for Walmart
Illustration 4-6: Nutri-Vet's Best Pet Health Supplements for the Mass
Market
Iams and Merrick Back Out of Pure-Play Supplement Waters, Nestlé
Purina Forges Ahead
Illustration 4-7: Nestlé Purina's FortiFlora Supplement Web Page
Illustration 4-8: Fruitables Canned Supplements for Dogs & Cats
Illustration 4-9: Nature's Variety Raw Daily Boost Powder Supplements
Novus Ramping Up in Companion Animal Supplements
Illustration 4-10: Promotional Flyer for Novus's Arenus Supplements
Illustration 4-11: Trade Ad for Novus's Previda Probiotic Ingredient
(Petfood Industry, December 2012)
Illustration 4-13: GNC Vitamins & Supplement for Dogs Center in PetSmart
Illustration 4-14: Banner Ad for GNC Pets Line on PetSmart.com
Figure 4-1: Level of Agreement with Statement: “I buy pet
supplements under the same human supplement brand names I'm familiar with
(such as GNC),” 2012 (percent)
Illustration 4-15: Petco's Pet Supplement Web Page
Illustration 4-16: Petco's Healthy Select Store-Brand Pet Supplements
Illustration 4-17: Petco Store-Brand Pet Supplements
Illustration 4-18: “Supplement” Results from Butler Schein's
Online Compendium
Table 4-4: Selected Marketers and Brands of Pet Supplements and
Nutraceutical Treats, 2012
Chapter 5: Marketing and New Product Trends
Marketing Trends
Advertising and Promotion
Illustration 5-1: Trade Ad for GreenDog Naturals Pet Supplements (Pet
Age, October 2011)
Clinically Proven
Illustration 5-2: Trade Ad for ProLabs' Flex Rx (Pet Business, April
2012)
Nutramax Relies on Celebrities, Including The Lord
Illustration 5-3: Nutramax Videos on YouTube
Nutri-Vet Deploys Award-Winning Animated Videos
Illustration 5-4: Nutri-Vet Animated Videos on YouTube
Vétoquinol Introduces Rewards Program for Veterinarians
Educating Retailers
Table 5-1: Repeat, Impulse, Sale/Promoted, and
Comparison-Shopping-Based Purchasing Rates for Pet Supplements vs. Other
Types of Nonfood Pet Products, 2012 (percent)
Merchandising
Illustration 5-5: Retail Displays of Tomlyn Supplements and Treats
On the Web
Illustration 5-6: GNC Pet Supplements at GNC.com
Illustration 5-7: Website Banner Link to Online Shopping Options
New Product Trends
Activity Continues, Though at Somewhat Slower Pace
Focus on Felines
Illustration 5-8: Trade Ad for NaturVet's Condition-Specific Soft Chews
for Cats (Pet Business, January 2013)
Illustration 5-9: Mars/Nutro's Feline Greenies Smartbites Treats Soft
Chews, Gels, Pastes, and Other Non-Traditional Forms
Illustration 5-10: NoviPet's Soft Chew Supplements for Dogs
Illustration 5-11: Trade Ad for Tomlyn's Gel Supplements for Cats
Illustration 5-30: Trade Ad for Herbsmith's Bladder Care Supplements
(Pet Business, April 2012)
Senior-Specific
Illustration 5-31: Quaker Pet Group's Silver Tails Collection of Senior
Pet Products
Illustration 5-32: AvidLife Pets' Nutritional and Lubricant Eye Drops
Multivitamins, Multitasking, and Multipet
Illustration 5-33: Harrisons' Pet Products' Sunshine Factor and Booster
Supplements
Featured Ingredients Bee Pollen and Bee Propolis
Illustration 5-34: Trade Ad for Ferrera Farms Naturals Bee the Best
Supplements (Pet Business, April 2012)
Elk Antler
Illustration 5-35: Trade Ad for Wapiti Laboratories' Elk Velvet Antler
Supplements (Pet Product News International 2013 Annual Buying Guide)
Flax
Green Tea
Illustration 5-36: Consumer Ad for Reishi with Green Tea Immunity Boost
Canine Supplement (Animal Wellness,June/July 2012)
Green-Lipped Mussel
Illustration 5-37: Greenies JointCare Treats with Green-Lipped Mussel
Kelp
Mushrooms
Illustration 5-38: Mushroom Matrix's Equine Matrix and Pet Matrix
Chapter 6: Consumer Trends
Overview of Supplemental Pet Nutrition Products
Table 6-1: Use of Supplemental Pet Nutrition Products by Type: Dog vs.
Cat Owners, 2012 (percent)
Consumer Focus: Pet Supplements
Topline Usage Rates Among Dog and Cat Owners
Figure 6-1: Use of Pet Supplements: Dog vs. Cat Owners,2010 vs. 2012
(percent)
Topline Number of Product Purchasers
Over Two-Thirds Use OTC Products
Figure 6-2: Use of OTC Pet Supplements: Dog Owners vs. Cat Owners,
2012 (percent)
Figure 6-3: Use of Vet-Prescribed or Vet-Dispensed Pet Supplements:
Dog vs. Cat Owners, 2012 (percent)
Over Half Buy at Pet Superstores
Table 6-2: Purchasing Patterns for Pet Supplements by Retail Channel,
2010 vs. 2012 (percent of U.S. dog or cat owners who use OTC pet
supplements)
Petco and Hartz Tied as Top Brands by Usage Rates
Table 6-3: Purchasing Patterns for Pet Supplements by Brand, 2012
(percent of U.S. dog or cat owners who use pet supplements)
Consumer Traits of Pet Supplement Purchasers
Table 6-4a: Use of Pet Supplements by Consumer Trait: Dog Owners, 2012
(percent)
Table 6-4b: Use of Pet Supplements by Consumer Trait: Cat Owners, 2012
(percent)
Joint Health Divides Dog from Cat Segments
Table 6-5: Use of Pet Supplements and Nutraceutical Treats by Type:
Dog vs. Cat Owners, 2012 (percent of U.S. dog or cat owners who use pet
nutraceutical treats)
Consumer Focus: Nutraceutical Treats
Topline Usage Rates Among Dog and Cat Owners
Figure 6-4: Use of Pet Nutraceutical Treats: Dog vs. Cat Owners, 2012
(percent)
Topline Number of Product Purchasers
Purchasing Patterns: Pet Superstores vs. Walmart
Table 6-6: Purchasing Patterns for Nutraceutical Treats by Retail
Channel, 2012 (percent of U.S. dog or cat owners who use OTC pet
supplements)
Few Nutraceutical Treats Show up in Experian Simmons Data
Consumer Traits of Pet Nutraceutical Treat Purchasers
Table 6-7a: Use of Pet Nutraceutical Treats by Consumer Trait: Dog
Owners, 2012 (percent)
Table 6-7b: Use of Pet Nutraceutical Treats by Consumer Trait: Cat
Owners, 2012 (percent)
Historical Usage Rate Trends
Usage of Dog Products Recovers in 2011 and 2012
Figure 6-5: Purchasing Rates for Supplemental Pet Nutrition Products:
Dog vs. Cat Owners, Summer 2012 (U.S. dog- or cat-owning households)
Table 6-8: Purchasing Rates for Supplemental Pet Nutrition
Products: Dog vs. Cat Owners, Spring 2005-Spring 2011 (U.S. dog- or
cat-owning households)
Usage Rates for Cat Products Hit Bump in the Climb
Table 6-9: Household Income Level Snapshot: Dog vs. Cat Owners, 2012
(U.S. dog- or cat-owning households)
Product Purchaser Demographics
Multiple-Pet Factor Favors Dog Supplement/Nutraceutical Treat Sales
Table 6-10: Purchasing Rates for Supplemental Pet Nutrition Products
by Number of Pets: Dog vs. Cat Owners, 2012 (percent and index for U.S.
dog- or cat-owning households)
Table 6-11a: Dog and Cat Ownership Trends by Number of Pets, 2008-2012
(percent of U.S. households)
Table 6-11b: Dog and Cat Ownership Trends by Number of Pets, 2008-2012
(number of U.S. households in thousands)
Demographic Patterns Are Anomalous
Table 6-12: Demographics for Purchasing of Supplemental Pet
Nutrition Products: Dog Owners, 2012 (percent, number of households, and
index)
Table 6-13: Demographics for Purchasing of Supplemental Pet Nutrition
Products: Cat Owners, 2012 (percent, number of households, and index)
Pet Supplements and Nutraceutical Treats in the U.S., 4th Edition published by Packaged Facts in January 28, 2013. This report consists of 230 Pages and the price starts from US $ 3750.
The contents of this page may be different from the latest version. Please contact us for details.
Press Release
In Pet Supplements and Nutraceutical Treats Market, It's Increasingly Dog Eat Dog
February 18th, 2013
Global Information Inc. would like to present a new market research report, "Pet Supplements and Nutraceutical Treats in the U.S., 4th Edition" by Packaged Facts.
Following double-digit annual sales gains in years past, growth in the U.S. market for supplemental pet nutrition products is moderating, according to Pet Supplements and Nutraceutical Treats in the U.S. Therefore, marketers will need to work harder to remain relevant.
Packaged Facts estimates total U.S. retail sales of pet supplements and nutraceutical treats at $1.3 billion in 2012. Sales growth stalled in 2010 as the recession took hold and held on, a slow-down attributable almost entirely to a downturn on the equine supplements side. Nonetheless, the environment is increasingly competitive across the pet nutrition market, particularly with the growing sophistication of specialty nutrition and condition-specific pet food formulas.
With hundreds of products batting for limited shelf space, selling pet supplements means educating consumers and retailers about their benefits and differences, with veterinarians remaining the toughest customers of all. Clinical testing, proprietary formulas, the NASC (National Animal Supplement Council) seal of approval, novel ingredients, natural ingredients, retail merchandising, and social media programs are all parts of the competitive equation. Now more than ever, the sale of one pet supplement or nutraceutical treat comes at the expense of another.
Throughout the recession and its aftermath of economic doldrums, sales of dog and cat treats remained strong, so it is not surprising that pet supplements are increasingly resembling treats. Traditional forms still abound, including tablets and pills. But palatability concerns and the human/pet bonding and fun factor of supplements in treat form has led to an explosion of functional biscuits and "soft chews." Also gaining ground are alternative delivery formats including gels and pastes, as well as gravies and powders designed to be added to pet food. As a result, the boundary between supplements and foods continues to blur, and the number of pet owners regularly providing their pets with specialty nutrition products keeps rising.
An August 2012 Packaged Facts consumer survey shows that 43% of dog owners and 36% of cat owners purchase some type of specialty nutritional formula pet food or supplemental nutritional products for their pets. "As in human nutritional products market," says David Sprinkle, Research Director at Packaged Facts, "aging is the core market driver, as more pets suffer from age-related conditions such as joint deterioration and cognitive dysfunction." Also taking a page from human supplements are popular ingredients including glucosamine, omega fatty acids, and probiotics, along with trendier ingredients such as bee pollen, green tea, and elk velvet antler.
