Dog Owners Are Seeking More Preventive Care Supplements for Their Pets – PetProductNews.com

Health promotion and disease prevention for both people and pets has evolved over the past two years, partially due to the global pandemic. With many pets welcomed into new homes during COVID, staying healthy and preventing or addressing particular health concerns has become a top priority for owners. As a result, demand for dog supplements is up.
“Interestingly, [because] of the pandemic, people are more conscientious about their health and are passing this knowledge on to their pets and lifestyles,” said Mika Wheelwright, owner of the Fidobiotics and Endeavour Botanicals brands, which are based in Ogden, Utah.
As new owners enter the pet product marketplace, they are laser-focused on prevention, whereas previously, some owners might have addressed a health concern once it was discovered, Wheelwright said.
“These new owners [are] more likely to give their pets supplements for well-being and perhaps at an earlier age,” she said. 
Interest in dog supplements spans many common health care concerns.
“It seems demand for all pet products is steadily increasing, particularly for supplements in the environmental allergy, gut health, dental health, and joint and mobility health categories,” said Brandon Forder, vice president of Canadian Pet Connection, a pet store in Meaford, Ontario, Canada. “Pet owners are continually becoming more aware of their dog’s overall health and well-being.”
Forder explained that owners are likely to spend more on supplements in a reactive pet care situation because an issue has been identified. In contrast, proactive pet owners might not feel the same sense of urgency, he added.
Addressing pet health issues like gut health, as well as joint and mobility health, can help fill in the nutritional gaps left by dogs’ diets, Forder said. 
“Using a high-quality joint supplement will add years to a dog’s life and significantly improve their quality of life,” he said.  
Vitamins and supplements offer a non-pharmaceutical remedy, which is of great interest to some pet owners, said Corrina Mantler, district manager at Wag Heaven, which has two stores in Georgetown, Texas.
“[We have] a lot of requests for supplements to help with pain relief, skin issues and anxiety or stress relief,” Mantler said. 
While dosing dogs is not always easy, supplements come in many formats—from powders to soft chews—that can make them easier to give than traditional medication.
“Powders are way easier to dose than a capsule or tablet; however, soft chews are pretty appealing to owners,” Wheelwright said. “We recently came out with our new Maxin’ Relaxin’ Rover line for little, medium and big mutts. These products focus on supporting the gut and brain health and maintaining emotional balance.”
The Maxin’ Relaxin’ Rover pot roast-flavored powder includes two calming ingredients, broad-spectrum hemp cannabidiol (CBD) and L-tryptophan, to promote relaxation and calmness, and probiotics and prebiotics. The product is tetrahydrocannabinol (THC) free.
Aiding in digestion is a key focus for Because, Animals, which offers powdered supplements. 
“We made a probiotic that focuses on the gut microbiome of pets, and it’s in our new Wellness Sprinkles,” said Joshua Errett, COO of Because, Animals, a manufacturer in Oakland, Calif. “We also added probiotics, prebiotics and postbiotics to our Immune Sprinkles.”
While humans can change diets and types of food as they please, it’s not the same for animals, which typically get fed the same food daily, Errett explained.
“One of the most common food allergens for dogs is poultry, [which] is also one of the most popular meats in dog foods,” he said. “There is likely a large population of dogs eating something that causes them to have allergic reactions, so we need to make sure our dogs have healthy digestion.”
Dogs can be finicky with flavors, so another critical factor to consider is the palatability and taste of supplements. 
“A powder or liquid supplement, provided it is highly palatable to the pet [and] can be mixed into food, is the most appealing due to the ease of use for the pet parent,” Mantler said. 
The Fit Organization offers Pet Eyez Vitamin Treats, a freeze-dried treat that works to eliminate tear stains and provide the necessary nutrients to maintain healthy eyes and vision, said Dr. Adam Cherry, CEO of the Delray Beach, Fla.-based company.  
“Our biggest concern was making [Pet Eyez Vitamin Treats] taste good for the pets so that pet owners have an easy time administering,” Cherry said. “Pets should want to enjoy these as much as the benefits they provide.”
The 100 percent all-natural treat retains all the nutrients, Cherry said, and does not contain anything harmful, including hidden ingredients, preservatives, byproducts, fillers or antibiotics. 
While pet owners have a heightened awareness about health and disease prevention, they still need a lot of guidance in understanding pet supplements and the issues the products are designed to address.
“Just like humans, pets need the proper nutrition to fuel their bodies and provide the nourishment for optimal health,” said Dr. Adam Cherry, CEO of Delray Beach, Fla.-based The Fit Organization, which manufactures the Pet Eyez brand. “Unlike humans, dogs cannot speak and tell you ailments or pains they are having.”
Choosing when to purchase supplements can be tricky for some pet owners, and pet specialty retailers can step in to help.
“In our pet health and wellness center, we educate the customer right on the sales floor, or they can schedule a free consultation with our team of certified pet nutrition specialists,” said Brandon Forder, vice president of Canadian Pet Connection, a pet store in Meaford, Ontario, Canada. “[For] our e-commerce presence, we educate our clients through articles, brand spotlights, product rankings and more.”
Additionally, customers at Canadian Pet Connection can speak to a certified pet nutrition specialist via email, phone or messenger.
The body is very complex, and it is important to help customers understand that an ingredient or product helping in one area will most likely affect other areas as well, said Mika Wheelwright, owner of Fidobiotics and Endeavour Botanicals brands, which are based in Ogden, Utah.
“Also, not all products are [of] the same quality,” Wheelwright noted. “The more we understand, the more we will demand higher-quality products.”
Joe McIver, director of brand marketing for Whitebridge Pet Brands in St. Louis More pet owners are seeking sustainable pet foods and nutrition products.
How does sustainability factor into the pet supplement category, and what’s Whitebridge’s approach to sustainability?
As with pet food, consumers have become increasingly concerned with sustainability and sourcing when choosing pet health supplements. Many pet parents themselves take dietary supplements with the same active ingredients as those they give their dog, so they have become educated about the sourcing and manufacturing practices that go into making these products.
A good example is omega-3 fatty acids, a common ingredient in supplements for both humans and pets. Obtained from marine sources like cold water fish and algae, omega-3s benefit dogs by promoting joint health, strong cardiovascular and immune systems, and healthy skin and coats. Grizzly is committed to supplying pets with maximum omega benefits while, at the same time, minimizing our impact on the environment through industry-leading sustainable practices. Our omega fish oils use 100 percent wild-caught fish, a more ecologically sustainable sourcing practice than farming, which releases waste and chemicals into the ocean. We also minimize waste by using all parts of the fish not designated for human consumption, from nose to tail. One of Grizzly’s supplements, Algal Plus Oil, is a plant-based solution that uses omega-3s derived directly from algae. This is a completely sustainable sourcing practice, since algae can be regrown as needed without any waste or negative impact on the surrounding ecosystem.
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