The market for pet nutraceuticals—made up of specialized foods, supplements, and functional treats with nutritional ingredients—is healthy and consistently growing as more pet owners gravitate toward specialty products to support the health and well-being of their four-legged companions throughout their lifespans.

The pet health market tends to crossover with the human nutrition market, not only in terms of sales growth but also regarding specific concerns, themes, and trends which inform and drive purchasing decisions. People often humanize their pets, believing that many of the ingredients and benefits they pursue for themselves could also work for their animal friends.

Overall, trends like the natural, non-GMO, clean-label movement; holistic wellness; healthy aging; stress relief and more are also driving the priorities of consumers seeking supplements and foods for their pets. When buying for animals, consumers often look for condition-specific solutions or products that promise overall health and wellness benefits.

(For a Regulatory Briefing on Pet Supplements, Click Here.)

According to market research company Packaged Facts, the pet supplements market is experiencing a serious upswing directly tied to consumers’ experiences living through COVID-19. Pet supplement sales increased 21% in 2020 to nearly $800 million. The company attributes this growth to the fact that consumers are spending an unprecedented amount of time at home, and the extra time spent with pets is allowing them to tune into health concerns that might arise.

Likewise, many health issues directly induced by the pandemic, social distancing, and the stress it causes are also driving demand for new kinds of pet products, in areas such as mood and stress support.

Through a survey, Packaged Facts found that 42% of dog owners and 43% of cat owners are paying closer attention to their pet’s height and weight; 23% of dog owners and 24% of cat owners are especially concerned about their pet’s anxiety/stress; and 20% of dog owners and 21% of cat owners are especially concerned about their pet’s immune system, noted David Sprinkle, research director, Packaged Facts.

The American Pet Products Association (APPA) has been keeping a finger on the pulse of how a locked-down population has turned toward animals for companionship at an unprecedented level. The organization estimated in October 2020 that about 11.4 million households have gotten a new pet during the pandemic.

“This will have a lasting effect on both pet ownership and pet food demands as a result, said Karel Thurman, commercial director of BENEO Animal Nutrition. “Added to this, we have also had to navigate the current transport crisis which is causing disruptions on imports and forcing pet food producers to reflect on the need for local and multiple ingredient sources.”

“The COVID-19 pandemic saw the world’s attention squarely focused on health,” said Krutika Sen, business affairs manager of Marinova. “Whilst the primary focus was on human health, rising pet ownership and a consistent increase in spending per pet has seen growth across the pet nutrition industry. The U.S. is the largest global pet care market and has demonstrated a largely resilient profile. This is likely due to pet owners increasingly treating their furry companions like family members and becoming more and more willing to invest in pet nutrition products.”

Packaged Facts projected the market specifically for pet supplements will surpass $1 billion by 2025. At this point, dog owners still make up the lion’s share of the market, spending nearly four times as much as cat owners. Some challenges that the market might face in the coming years will largely be felt by the makers of more conventional supplements, as functional, condition-specific treats, and novel ingredients such as CBD, begin taking up more relevancy among consumers.

Euromonitor International reported that 40% of total pet products on the market today make a claim within the dietary and health field, also suggesting that digestive health claims, cognitive health claims, and healthy aging claims are a crucial component of the overall pet nutrition market.

“Weight management is another area of opportunity,” said Amy McCarthy, vice president of pet nutrition for ADM Animal Nutrition. The stress associated with the pandemic has caused many to enjoy some indulgences, and pet owners appear to be offering their companions indulgences as well. “According to a new survey by ADM, 47% of U.S. dog owners don’t follow strict feeding schedules, 42% give their dogs more daily snacks, and 12% are more frequently allowing table scraps because of the pandemic. Helping consumers learn to provide proper nutrition for their pets will be of growing importance in the pet care industry.”

Since pet foods are complete and balanced, meaning that they’re formulated to provide all of the nutrients dogs and cats need to stay healthy, it’s important that supplements don’t contribute to excess in either calories or nutrients, McCarthy said. Additionally, the ties between weight management and joint health require that both of these areas remain a focus to ensure quality of life and longevity for pets.

Additionally, the pandemic has placed a great deal of focus on emotional wellness. “ADM Outside Voice research finds that 84% of consumers believe mental health is as important as physical well-being. Now that many pet owners are returning to their pre-pandemic routines, they are increasingly aware of the impact it has on their pets. In fact, a new study by ADM finds 49% of respondents surveyed say they are concerned that being away from home may exacerbate their dogs’ behavioral problems, such as crying, whining, and barking, followed by health issues (41%) and separation anxiety (41%). Foods, treats, and supplements that cater toward emotional comfort are a possible solution for concerned pet owners.”

Holistic Health
Overall, pet owners are looking for natural and organic nutritional products. At the same time, they seek health benefits that are clinically backed by independent scientific evidence, and have global regulatory acceptance, Sen said.

According to an international BENEO survey, 73% of dog owners and 66% of cat owners now look at ingredients lists when shopping for a new food product. “With on-pack information clearly such a key driver of pet food purchasing patterns, BENEO also asked cat and dog owners what else they looked at apart from the ingredients list; 73% of dog owners and 70% of cat owners agreed that brands should make it easier to track the origin of the ingredients used in their pet food, for example, through an app.”

Fucoidan, for example, a marine ingredient sourced sustainably from seaweed, has been well-received in the pet nutrition arena, Sen said, as a result of in-depth research taking place in both human and animal health settings. Marinova has formulated MariVet, a fucoidan ingredient shown to exert beneficial bioactives in a range of both human and animal health settings.

MariVet is certified organic and “is well-suited to gut and digestive health, inflammation, immune health and anti-viral applications,” Sen said. Sourced from the Fucus vesiculosus and Undaria pinnatifida seaweeds and marine polyphenols, MariVet has been researched for a range of issues animals face as they age, including digestive health, anti-inflammation, viral inhibition, joint health, wound healing, cognitive function, skin health, and
dental health.

Studies on fucoidan include a recently-published animal study (McBean et al., 2021) which indicated oral supplementation increased the muscle size and muscle strength of mice, both in the presence and absence of exposure to exercise, suggesting an important influence of fucoidan on skeletal muscle physiology. Additional research (Richards et al., 2020) indicated immune health benefits for fucoidan in animals—supplementation achieved significant reductions of clinical symptoms and lung damage in a severe H1N1 influenza model.

“The reduction in symptoms and lung consolidation in this study indicates potential for fucoidan to be utilized in nutritional supplements for the management of viral infections where lung damage is occurring. This may have future applications for the treatment of respiratory illness in animals,” Sen said. “Credible scientific research is important for ingredients utilized in high quality pet nutrition products. Marinova expects this trend to continue as consumers place increasing importance on their pets as members of the family.”

Sprinkle said that improvements in veterinary care, and a more proactive attitude pet owners have toward their animals’ health, are driving the joint and mobility support category substantially.

“With pets living longer due to advances in veterinary care and pet owners’ growing interest in pet wellness in general, joint and mobility support for pets is more important than ever,” Sprinkle said. “Drawing on MRI data, Packaged Facts reported that the percentage of dog-owning households in the U.S. with senior dogs age 7 or over grew from 45% in 2014 to 55% in 2020.”

Immune support and digestive health claims have been gaining traction of late, according to Julie Gasper, global portfolio manager of Cargill. “This suggests an opportunity for manufacturers to differentiate their brands, offering pet nutrition products with additional functional health benefits,” she said.

Omega-3 fatty acids are another nutraceutical ingredient seeing a popularity boom in the pet nutrition market. Many of the same human applications carry over to pets as well. Furthermore, these essential nutrients are clinically supported to promote the healthy function of the heart, kidney, liver, joints, brain, and eyes.

“From redness and inflammation to a variety of abnormal skin conditions, dogs may develop these problems from allergies, infections, and more. Luckily one of the best ways to help take care of your pet’s skin is with a well-balanced diet,” said Ana Dumbravescu, marketing manager for QRILL Pet, a functional pet ingredient made by Aker BioMarine.

“Krill, an increasingly popular option in the pet nutrition space, is an ingredient to look out for,” Dumbravescu continued. “Since krill provides EPA and DHA mainly in the form of phospholipids, it makes it easy for a pet’s body to transport and incorporate them into cell membranes in tissues and vital organs where they are needed most. Considered a superior source of omega-3s, krill is also naturally rich in marine proteins, choline, and astaxanthin (a natural antioxidant that protects all body cells from oxidative damage); plus, it’s sustainable.”

She pointed to a recent study (Burri et al., 2020), which measured the difference between omega-3s sourced in the phospholipid and triglycerides form, finding that krill-sourced omega-3s were more effectively taken up into red blood cell membranes in Alaskan Huskies by a significant margin. 

Furthermore, looking to the ocean for sources of nutraceutical ingredients will likely define the future of pet nutraceuticals, alongside those made for humans. The growth of the human population, and the growth of the pet population alongside it, will require newer, more sustainable sources of proteins and essential nutrients.

“People take omega-3 supplements as part of their healthy lifestyle, but at the same time, it’s important to know that these supplements come from sustainable sources,” Dumbravescu said. “The health of the planet is as important as, and naturally linked to, the health of an individual; the same thing can be said for our pets. Sourcing ingredients from a supplier that values sustainability has become very important for many pet brand owners. More than ever, consumers and businesses alike care about the health of our oceans.”


Good for Me, Good for My Pet
Personalized nutrition is a cornerstone of the dog and cat world. With how diverse breeds can be, along with the variability of needs related to age, size, and activity level, tailoring products is critical to meeting a diverse range of demands. In fact, according to one BENEO survey, 42% of pet food buyers now consider their animal a “foodie,” suggesting that people are catering to the discerning tastes of dogs and cats more than ever.  

The idea of a human-pet crossover is nothing new, according to Caitlin Donohue, director of marketing, pet, Deerland Probiotics & Enzymes, but this overlap is now occurring in real-time among a more engaged consumer population. “The humanization trend has been present for some time now; however, now the difference is there’s virtually no delay in trends migrating from human products to pet products. Pet parents desire similar, if not better, products for pets as they do for themselves.”

“Pet foods are customized for age (from kitten and puppy to senior formulations), for lifestyle needs of the overweight couch potato or animal athlete, for body size, and even for breed-specific needs,” McCarthy said. “For example, foods with lower levels of calcium and phosphorus help control bone growth for more optimal skeletal development in large and giant breed puppies. Senior dogs, on the other hand, benefit from foods with a higher level of dietary protein from animal and plant-based sources to help offset the normal age-related loss in muscle mass.”

Many people believe and are motivated by the idea that “what’s good for me is also good for my pet,” said Dumbravescu. “We foresee a rise in the number and variety of pet food choices highlighting the inclusion of nutraceutical ingredients such as probiotics, omega-3 fatty acids, vitamins, etc. including ingredients that are of high quality or even those of human-grade level will be a competitive advantage in this category.”

Probiotics and digestive enzymes, both pillars of the digestive health category, have seen a great deal of adaptation in the pet foods and supplements marketplace, especially among consumers who’ve experienced the benefits of helpful bacteria themselves, said Donohue.

Just as important is the overwhelming preference for cleaner labels, which has been a mantra of nutritional products for the past decade among human products. Pet foods most in demand are those which remain as close as possible to foods as they occur in nature. “Today’s pet owners want the same choices for their furry family members as they do for themselves,” said Erin Radermacher, technology innovation advisor at Cargill. “They’re scrutinizing product labels, looking for simple, familiar ingredients, and placing greater emphasis on texture and appearance.”

According to data BENEO sourced from consumers, pet allergies, along with the related concerns such as digestive tolerability, are on the rise, and for 40% of their survey respondents, allergen-free foods are considered healthier.

“In general, recognizable ingredient lists are of key interest for pet owners as they are carefully watching out for potentially hazardous ingredients for their pets,” Thurman said. “Add to this the increased concern for digestive well-being and food allergies, and it’s no surprise that more manufacturers are increasingly looking into clean label, hypoallergenic, and highly digestible solutions such as rice protein.”

“Consumers perceive rice to be healthy and easily digestible, a fact that was also confirmed by BENEO research in which 63% of pet food owners regarded rice protein as natural and 55% responded that it sounded healthy as well,” Thurman continued. “Rice protein is considered to be free from antinutritional factors and allergens and is therefore very well suited for limited ingredient diets which target an increasing group of pets with food allergies.”

“Transparency and trust are part of this trend,” according to Gasper. “Increasingly, pet parents define ‘high-quality pet food’ as containing natural or recognizable ingredients. Ingredients like EpiCor postbiotic, made using the same proprietary processes to create human and pet nutrition ingredients, offer an additional level of confidence.” 

This year, Cargill launched a new line of SimPure starches sourced from tapioca, for use in loaf and gravy-style pet foods, an ingredient well-aligned with these preferences. “The Non-GMO Project Verified starches feature a neutral flavor profile and combine emulsion stability with strong water-binding capabilities,” Radermacher said. “For loaf-style wet products, Cargill’s SimPure 996 series delivers the firmness and structure required, while also preventing fat and water from escaping the emulsion. For gravy-style products, where a non-gelling starch is needed, formulators will find starches in the SimPure 999 series deliver optimum viscosity, coating meat pieces while providing the clarity and sheen pet owners expect. In addition, these products function as single system viscosifiers, ensuring that peas and other particulates added to cooked gravy remain in suspension, through pumping and retort.”

Digestive health claims are also experiencing a human-pet crossover effect, in terms of popular ingredients.

“Both human and animal nutrition are focused on a healthy gut microbiome,” McCarthy said. “Phytonutrients can help increase the integrity and maintenance of the intestinal tract. Prebiotics, probiotics, and postbiotics help nourish the gut’s microflora, increase nutrient absorption, and can support digestive health, immune function, and weight management. We expect consumers to increasingly look for these nutritionally beneficial compounds in pet foods, treats, and supplements. Postbiotics are an emerging ingredient in the pet space. Because they contain inanimate microorganisms, postbiotics are particularly suited for pet food applications where viability of probiotics is a challenge.”

Cargill also recently launched a dog-friendly version of its postbiotic supplement, Epicor, produced through the same fermentation process that has been on the conventional nutraceuticals market for years. As is the case in human usage, EpiCor Pets contains beneficial bacterial byproducts which support a healthy microbiome in animals. “In total, the technology behind EpiCor Pets was built on over 425 controlled research studies and 120 peer-reviewed publications across our portfolio of solutions for dairy, beef, poultry, swine, equine, aquaculture, and pets,” Gasper said. “There are over a dozen published studies, and specifically multiple dog studies, showing the ingredient in EpiCor Pets helps dogs live more healthy days.”

While dogs are technically part of the carnivora order, alternative sources of protein are a part of their balanced diet, unlike cats, and alternative proteins are looked upon favorably by experts in the canine world, with peas, some grains, and more contributing to a complete nutritional profile.

“Some pet foods and treats are also aligning to the flexitarian trend,” McCarthy said. “Pea protein and ancient grains each contribute to balanced pet nutrition. Soy protein may also come back in vogue since it is the only complete plant-based protein ingredient. Additionally, the search for more sustainable protein sources is driving interest in yeast, mycoproteins from mushrooms and fungi, cell-based protein produced by fermentation, and insect-based protein and oils.”

Sustainability concerns, in light of a booming pet population relying on red meat and limited resources such as fishmeal, will also drive pet food buyers in the direction of plant-based, Thurman said.

“Despite them being seen as carnivores, 34% of U.K. dog food buyers believe it is good for their pets to regularly have a plant-based meal instead of a meat-based one, clearly reflecting a growing trend of flexitarianism, vegetarianism, or even veganism, amongst pet owners,” Thurman said. “This belief is also supported by many vets and scientists, with the proviso that plant-based ingredients form part of a balanced and suitably nutritious diet.

Hence, it’s not surprising that nutritional features like digestibility and amino acid profile remain crucial and are carefully considered by pet food manufacturers when selecting plant-based ingredients for their formulas.”

All of these concerns in particular are presenting novel challenges in the area of formulation, especially with storage considerations, Thurman said. “The method and level of processing required to produce the food is now also becoming just as important as the ingredients themselves. Therefore, we see an emerging trend for less or minimally processed wet pet foods such as raw or fresh pet food, and a move away from extrusion process and the dry kibble products that have long dominated the pet food market.”

The CBD Boom
Cannabidiol (CBD) has impacted the pet nutrition space in much the same way as the human market. As industry stakeholders advocate for CBD’s legal pathway, the ingredient is surging in popularity despite limited research. Consumers gravitate toward CBD for their pets for many of the same reasons that they themselves might use it.

According to Sprinkle, 55% of pet owners are highly receptive to the idea of giving their pets CBD supplements to support their mood, “driven in part by the human-pet crossover, along with the trend toward natural remedies.” The cannabis-derived compound is touted to mitigate symptoms of anxiety and stress and is currently the fastest-growing ingredient in the pet supplements category. People who use CBD themselves are also much more likely to purchase it for their pets.

“As reported in Packaged Facts’ Pet Supplements in the U.S. (January 2020), sales of pet CBD products approached $100 million in 2020, about triple the 2019 sales level, which was itself triple that of 2018,” Sprinkle said. “Intense interest in CBD supplements ties into the growing recognition of the toll that anxiety and stress can take on human and pet health. Factoring in here is the pet ownership boom. Packaged Facts’ U.S. Pet Market Outlook 2021-2022 (March 2021) reports that between 2019 and 2020 the dog population surged by 10 million, and the cat population by 2 million.”

With the marketplace for pet CBD still devoid of regulatory clarity, or deep scientific backing, it’s currently about as volatile as the marketplace for human use. FDA appears to be occupying a similar role, primarily focused on the disease claims made by marketers of pet CBD products. In November 2019, for example, FDA issued warning letters to 13 pet companies regarding “unapproved new drug” claims being made regarding functional treats containing CBD.

Leaf Report, a market research company specializing in cannabis products, noted in a recent update on CBD pricing in 2020 that CBD edibles for pets is currently the fastest-growing segment of the CBD market.

Is a Call for More Clinical Rigor Coming?
Consumers are scrutinizing labels more than ever before for simplicity and ingredients they can recognize while shopping for nutritional products for their pets. However, some consumers have a deeper interest in the scientific backing behind health benefits attributed to ingredients they provide to their pets.

While assumptions about pet health can frequently be drawn from human clinical studies, many pet parents are demanding more animal-specific data across the board, including in the probiotics space, Donohue said. Pet clinicals offer a greater degree of validation which can be highly favorable.

Thurman said that, prior to the COVID-19 pandemic, consumers were mostly guided by “free-from” claims, but now claims which convey information on scientific testing are gaining ground. “We believe that this is a step in the right direction, as the health of the pet remains of paramount importance when choosing the right food for your cat or dog.” 

“In general, compared to human health products, we don’t see the same investment in research in the pet health space; however, we know consumers are hungry for pet supplements that work and are backed by credible research,” Gasper said. “It’s one of the key reasons we’ve invested in more than a dozen published trials, including multiple dog studies, with the ingredient in EpiCor Pets to provide brands and consumers with confidence in the safety and functionality of our ingredients.”

“We often partner with university scientists to conduct research on the nutritional value of various pet food ingredients, such as yeast, ancient grains, plant-based proteins, and fiber sources. These learnings enhance the credibility of the ingredients we recommend to our customers,” McCarthy said.

On initiatives to achieve regulatory and quality compliance, industry leaders consider the pet nutrition market to be comparable to human nutraceuticals. The rigor behind validating products for quality, safety, and sustainability is only going to increase with demand in the foreseeable future.

Being able to trust a label is extremely pressing to consumers. In 2007, the U.S. FDA recalled millions of containers of more than 150 cat and dog food brands which contained vegetable proteins imported from China contaminated with melamine, following investigation into several cat and dog deaths. It was the largest recall ever conducted by the administration at the time, resulting in a federal grand jury indictment against two owners of the associated protein suppliers and a roughly estimated 1,000 or more pet deaths. The crisis prompted the FDA to begin more hands-on regulatory compliance initiatives with overseas pet and animal food manufacturers, and was a major wake-up call to both pet owners and the industry regarding the importance of having a trustworthy and transparent supply chain.

“We can clearly see that the quality standards for both pet food in general and pet food ingredients are getting stricter and stricter,” Thurman said. “In some areas, we even see that the quality requirements from the pet food industry are more stringent than for human nutrition.” However, Thurman considers there to be some gaps in the legislative framework globally when it comes to substantiating health claims; bridging these gaps through stricter claims enforcement is something which BENEO advocates for.

“I think it’s safe to say that regulatory, quality, and compliance initiatives in the pet nutrition space are comparable to human nutraceuticals,” Dumbravescu said. “This goes back to the mantra, ‘if it’s good for me, it’s good for my pet.’

There is no question that high quality ingredients or even those of human-grade level will become standard. Third-party certifications for pet products are important, similar to those in the nutraceuticals industry. When seeking out a marine-based product, it’s also important that brands and consumers alike choose products that are certified by organizations like the Marine Stewardship Council (MSC). The MSC certification ensures that the ingredient’s entire supply chain can be traced back to the location it originates from.”

“On the pet health side of Aker BioMarine’s business (Qrill Pet), we have become a new member of the Pet Sustainability Coalition (PSC),” Dumbravescu said. “PSC is a U.S. based non-profit accelerator of environmental and social sustainability in the pet industry. We believe the PSC is an organization that will help drive positive impact in the pet nutrition space.”

Other major players in the third-party certification space include the Association of Animal Feed Control Officials (AAFCO), a non-profit that provides subject matter expertise in animal nutrition and feed labeling standards in its annual publication, as well as the National Animal Supplement Council (NASC), a non-profit industry association seeking to advocate for and enhance the animal health supplement industry, Donohue said. 

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Mike Montemarano has been the Associate Editor of Nutraceuticals World since February 2020. He can be reached at MMontemarano@RodmanMedia.com.