Natural Approaches to Pet Nutrition

1. Wellness for the Whole (Furry) Family

In the U.S. pets are a part of the family. American’s obsession with their furry friends is apparent by the abundance of pet products, toys and treats, and doggy-daycares and spas (not to mention the number of cat videos on YouTube).

This love and attention also translates to big bucks for the up-and-coming pet nutrition category. In 2014 the pet supplements market earned $541 million, with a CAGR of 3.7% from 2010, according to market research firm Packaged Facts. Sales are expected to reach $697 million by 2019.

With more pet owners seeking natural ingredients and nutraceuticals to safe guard their own health, they feel these ingredients should also play a role in keeping their companion animals happy and healthy.

2. Natural Linked to Premium

The overall consumer push toward products offering clean label ingredients positioned toward wellness is overlapping with how pet owners feed and care for their animals. Packaged Facts reported the market share of natural and organic pet supplement sales nearly doubled between 2008 and 2014, from 6% in 2008 to 11% in 2014. The firm attributed this growth to popularity among products positioned as “premium” or high-end, which in this market often equates to natural.

Euromonitor predicted natural or certified organic product introductions positioned as high-value would experience the most sales growth going forward. The company advised marketers and manufacturers to align closely with this “meta-trend” as consumers are extremely invested in providing the safest, most nutritious products for their pets.

3. Joint Health

Packaged Facts identified joint nutrition as the top category within the pet nutrition market. This segment continues to flourish as more consumers become aware of the benefits joint supplements offer in maintaining the health of their pets as they age.

Elderly pets make up a huge demographic in the U.S.—one third of cats and dogs are over the age of seven, according to Packaged Facts. Almost half of all pet owners surveyed said they purchased age-related food and nutrition products for their pet.

GELITA, Sergeant Bluff, IA, offers collagen peptides used for human joint and skin health, as well as pet nutrition products. According to the supplier, gelatin and collagen peptides offer formulation benefits in pet food, as they act as a binding agent in bars, snacks and treats. While improving the texture of the food products, gelatin and collagen provide protein and increase the flexibility and elasticity of joints and bones.

In addition, since collagen and gelatin have known benefits for skin and hair health in humans, the ingredients offer similar benefits for the quality of fur and coats in animals.

4. Probiotics for Pets

As more pet owners scrutinize what’s in products for their animals, they’re looking to avoid “by-products” and “soy-products” in pet food. In addition, a push toward grain-free food formulas shows consumer interest in products that are more similar to what cats or dogs would eat in nature. Owners are even looking to avoid artificial ingredients, preservatives and in some cases gluten, as these ingredients could disrupt the digestive health of their animals.

To combat the effects of these unwanted ingredients, and support overall digestive and immune health, Ganeden Biotech, Mayfield Heights, OH, offers its patented probiotic strain Ganeden BC30 (Bacillus coagulans). Ganeden BC30 is known for its ability to survive processing, extreme temperatures and the digestive process. This makes it extremely shelf stable and ensures survival of the beneficial bacteria through the gastrointestinal tract.

The company said its ingredients would complement a variety of pet products, including dry pet food; pet treats for digestive support; senior pet food; grain-free pet food; and a variety of other applications.

5. Give a Dog Healthy Bones

Larger dogs (particular those in their growing years), smaller more fragile dogs and agile or active dogs all need special attention paid to maintaining healthy bones. While ingredients like glucosamine, chondroitin and MSM all target joint health, they lack the support needed specifically for the skeletal system.

To meet this need, Bio-Rep Animal Health, Yorba Linda, CA, developed Boneo Canine Maintenance Formula. The supplement is derived from Neo-Portin Complex, a blend featuring ribonuclease-enriched lactoferrin (R-ELF), a natural, lactose-free, milk-derived protein. R-ELF has been clinically shown to help support strong bones in dogs by enhancing bone turnover activity. The supplement also offers benefits for joint comfort, and provides an alternative for animals with a sensitivity to glucosamine. The formula includes a variety of vitamins, minerals and antioxidants for overall health.

6. Getting Greens

Dogs and cats need their greens too. This is why they instinctively munch on grass when outside, according to experts at PINES, Lawrence, KS.

The company noted that leafy greens are an important component of a pet’s diet, despite the fact that many dry and wet pet foods do not include them. In addition, pet foods are often stripped of important nutritional components as a result of processing and exposure to high temperatures. This is why the company recommends blending its wheat grass powder into animal food for added nutritional support.

Wheat Grass is rich in chlorophyll, which helps maintain the healthy blood and tissue formation, and provides folic acid, vitamin K and other nutrients. Beta-carotene in wheat grass offers antioxidant support, while vitamin C and calcium support the health of bones, teeth and gums. PINES Wheat Grass is also a good source of trace minerals and amino acids, which are necessary for muscle development, especially in larger breed and show animals.

7. Omega-3s

Omega-3s can offer several benefits for dogs and cats, affecting skin and coat health, cognitive and metabolic function, joint mobility and inflammation.

According to Signe Svindland, CandMed. Vet, MDNV, director of pet care for Aker BioMarine, Oslo, Norway, studies have shown omega-3s from krill are efficiently incorporated into cell membranes of dogs, where they can improve health and well-being. The amount of omega-3s incorporated in the cell membranes is crucial for its function, she noted.

“We have just had results from two separate dog studies showing increased omega-3 index in dogs being given Qrill Pet (+41% in one and +59% in the other), and also demonstrated a better omega-6/3 balance.”