The Latest Developments in CBD for Pets | Featured Articles | petbusiness.com – Pet Business Magazine

While cannabidiol (CBD) products for pets may have once been considered a passing fad – time has shown that couldn’t be further from the truth. In fact, according to a report from Brightfield Group, consumers spent $26 million on CBD pet products in 2020 and forecasted the category would reach $629 million in sales by the end of 2021. 
“There has been interest in CBD for quite a few years, but the interest has grown exponentially as pet parents become more informed and educated on the benefits of CBD and CBDA,” says Amanda Howland, co-founder and CCO for ElleVet. “It’s fantastic to see so many people advocating for their pets.” 
Like many other pet categories, CBD also received a boost from the COVID-19 pandemic according to Matt Coapman, chief marketing officer at Paw CBD and cbdMD.
“We saw a huge uptick in pet CBD sales during the pandemic lockdown as people were at home with, and focused on, their pets,” he says. “More people adopted pets and found CBD could help transition them to their new home. And as they started to go back to the office, knowing their pets might have separation issues, they turned to CBD to help support their furry family members.”  
 
Of course, overall category growth doesn’t necessarily equal runaway sales in individual retail stores. That’s why it’s important for retailers to actively seek out knowledge and stay informed about what’s happening in CBD. 
“Following pet specific publications, attending trade shows and asking the brands they carry questions [are] great ways for retailers to stay up to date on trends in the CBD pet space and make sure they are in the know,” advises Caleb Gilmore, president of Suzie’s CBD Treats.
For instance, it’s become increasingly popular to pair CBD with other functional ingredients to address multiple issues in a single treat.
“Some of the most common reasons pet owners turn to CBD include anxiety (separation, noise aversion, etc.) issues and mobility and comfort support,” says Coapman. “While CBD in general can help overall wellness goals and promote a sense of calm and offer physical support, many pet products are now adding functional ingredients to boost the already powerful properties of CBD.”
When it comes to the science behind CBD products, manufacturers are also making big advances to enhance the health benefits of cannabinoid products for pets.
“Our research on the acidic forms of the cannabinoid molecules has proven that CBDA is essential for a good product,” says Howland. “CBDA is a major factor in the anti-inflammatory process and in the absorption process. Some species don’t absorb or retain much CBD at all, so CBDA is even more important for them. ellePet by ElleVet has always had a 1:1 ratio of CBD to CBDA.” 
ElleVet is also one of many manufacturers who are turning their attention toward products for cats in a category that has historically been focused on dogs.
“Another development from the ElleVet team is our feline paste,” Howland adds. “Feline issues are always a challenge, and we are so excited to have a full spectrum, proven safe and proven effective feline product that is also dosed specifically for how cats metabolize CBD and CBDA.” 
 
The CBD category comes with more than its fair share of concerns, so retailers need to be prepared to reassure pet parents worried about negative effects or safety. 
“Education is the cornerstone of our category,” says Gilmore. “With so many consumers being new to this space, it is critical that brands and retailers focus on providing accurate, honest education about CBD for pets so consumers can make informed decisions and look for realistic results. 
“Education and quality products are the two critical factors that combined will continue to prove that CBD is a safe and sustainable category and can truly help animals.” 
That means retailers need to have a strong handle on the language of CBD products, which can be jargony, and how to identify a high-quality and safe CBD product.
“THC-free and NASC certified would be hallmarks regarding safety for pets,” explains Rachelle Baca-Lobre, founder and global director of sales at Rover’s Wellness. “It’s also very important to read a brand’s certificate of analysis to ensure the product is exactly what customers are paying for.”
Baca-Lobre also emphasizes the distinction between full spectrum and broad spectrum hemp oils.  
“Pets cannot tell us they are affected by THC. Full spectrum oil contains the .3% THC, and with daily use it can have a negative psychoactive effect on our fur babies. With broad spectrum oil, all the terpenes and cannabinoids are active and create the ‘entourage effect’ but without the THC molecule,” she adds.
 
Product selection is always a key sales tool, but it’s especially true for a category as new as CBD. 
“Quality is truly the biggest because if the products being sold are inferior and don’t deliver results you can turn a potential lifelong CBD customer into a non-believer in a single sale,” says Gilmore. “Alternatively, high quality, effective products often convert customers into repeat buyers.” 
Retailers should be judicious in choosing which CBD brands they stock. Look for reputable manufacturers that are transparent about their ingredient sources, processes and testing. Gilmore advises asking questions like:
• Where is your CBD or hemp sourced from?
• Are your products made with organic ingredients?
• What additional ingredients are used?
• Do you have studies, lab reports and/or certifications to verify safety and efficacy?
• Where are your products made?
• What support do you offer retailers? 
“Not all CBD products are created equal,” adds Coapman. “Retailers and pet owners need to do their due diligence and research. With so many producers jumping on the CBD bandwagon, not all of them will be reliable or even safe.”  
Retailers should also think carefully about how they can leverage marketing and merchandising tools to educate customers about the benefits of CBD products for pets. 
For instance, in-store displays can be used to group products by function, like calming, mobility, digestion, etc. This helps customers both associate CBD products with the relevant benefits and removes the hurdle of navigating a complicated category. 
Coapman also suggests retailers “offer supplement education classes in conjunction with local veterinary clinics. Provide educational materials focused on cat and dog health and wellness and offer coupons for customers welcoming a new cat or dog into the family.”
Additionally, in an increasingly virtual world, be sure to ask your brand partners about any digital content you can leverage to educate customers and drive sales.
“We like having social media images and banners available to provide to retailers as well as relevant content they can share with their mailing lists,” says Howland. PB
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