Pet Nutrition Innovations and Trends – An Overview of Current market
Sue Feng, Ph.D.
The pet nutrition and care trends on social media are focusing heavily on gut health, probiotics, and pet-specific supplements. Many pet owners are increasingly concerned about their pets’ digestive systems, with discussions about probiotics for dogs and homemade dog food recipes gaining significant attention. The interest in gut health is reflected by a rise in searches related to natural remedies, such as the use of coconut oil, and probiotics that support pets’ gastrointestinal health. Pet-specific CBD products are also trending, especially for treating anxiety and inflammation in pets.
Another key topic is the growing popularity of “humanized” pet products, where pet owners are treating their furry friends more like family. This includes purchasing premium pet care items like non-slip socks, goat milk-based treats, and even mobile grooming services to accommodate busy schedules. The rise of mobile services and products designed to enhance pets’ physical comfort reflects the evolving expectations of pet care, especially among millennial and Gen Z pet owners.
The current market for pet products, in general, is expected to significantly increase over the next several years due to the swiftly growing demand for these products. Specifically, pet supplements have become more popular because of the rise in pet humanization resulting in greater expenditures on pet nutrition. In 2023, “The global pet supplement market size was estimated at USD 2.49 billion”. (Grand View Research). In the United States, the pet supplement market is expected to grow at a compound annual growth rate (CAGR) of 5.9% from 2024-2030. (Grand View Research).
In the United States, pet owners have been putting more emphasis on their pets’ health and overall well-being. According to Luke Santos, more than half of the pet owners in North America (61%) “agree that their pet’s happiness and well-being is more important than their own”. The potential benefits of pet supplements can help meet the desires and needs of pet owners, helping their furry loved ones live long and healthy lives. Pet supplements are also readily available and are generally affordable. In 2023, “Over-the-counter (OTC) pet supplements dominated the market and held the largest revenue share of 86.6%” (Grand View Research).
In general, the pet treat market is quite large, encompassing not only pet supplements but also treats that do not have functional health benefits. Many pet owners believe that giving treats to their pets helps strengthen their bond. As a result, they are often eager to purchase pet treats. Beyond fostering their relationship, approximately 69% of American pet owners express interest in providing their pets with treats that offer health benefits.
Top Trends in North America
Hip and Joint
Glucosamine is an ingredient that has been used in pet foods for around twenty years and is commonly used in pet supplements because of its benefits for the hips and joints, specifically with dogs. Glucosamine is a natural compound that is in cartilage between the joints. Taking this supplement can help with arthritis, pain, and can protect joints from excessive wear and tear in many different animals, including humans and dogs. “The hip and joint segments dominated the market for pet supplements and held the largest revenue share of more than 21.49% in 2023 and is expected to maintain its dominance over the forecast period” (Grand View Research).
Skin and Coat
Beyond aesthetic appeal, ensuring a pet’s skin and coat remain healthy is vital as it plays a protective role for the animal. Not only does it serve as a protective barrier from the external world, but it also is part of your pet’s immune system, helps your pet regulate their body temperature, ensures proper hydration – since cats and dogs don’t have sweat glands, and more. Pet supplements or foods that contain ingredients such as fish oil, biotin, amino acids, omega-3 fatty acids, etc. can help to promote the pets’ skin and coat health. Pet supplements that claim to help with skin and coat health overall is already popular, but this “segment is projected to register the highest CAGR during the forecast period from 2024 to 2030” (Grand View Research).
Reduced Allergens
The rising number of pets in America with skin and/or food allergies has increased the demand for low-allergen or hypoallergenic pet products. In North America, 35% of pet food and product launches, in 2023, were advertised as low/no/reduced allergen. Ingredients that companies are avoiding when it comes to producing low/no/reduced allergen pet food products are wheat, corn, sugar, and soy.
Innovation Trends
– Probiotic
Everyone has microorganisms that live in and outside our bodies and pets have these microbes as well. Probiotics are a type of bacteria that live in the gastrointestinal tract of animals and are helpful to both people and pets. Probiotic supplements can be given to pets to help maintain a healthy gut which can prevent disease and promote their overall health. Usually, healthy pets can maintain a good gut microbiome, but there are many instances where an imbalance can occur – for example, in times of stress or sickness. Probiotic supplements can be used proactively if you are expecting your pet to go through a stressful event soon. Aside from that, probiotics can also be given to pets daily to help them maintain a healthy balance of gut bacteria. If your pet has allergies, anxiety, immune disorders, bad breath, is older, is on antibiotics, etc. then your pet may benefit from probiotic supplements. There are many different species of probiotics and the species that are beneficial to dogs are listed below.
– Bacillus coagulans
– Bifidobacterium animalis (strain AHC7) helps with acute diarrhea
– Bifidobacterium bifidum
– Bifidobacterium longum (BL999) helps with anxiety
– Enterococcus faecium (strain SF68)
– Lactobacillus acidophilus improves stool quality and frequency
– Lactobacillus casei
– Lactobacillus plantarum
– Lactobacillus rhamnosus (strain LGG) maybe effective for diarrhea, since it is beneficial for humans with diarrhea
(List from Cornell Richard P. Riney Canine Health Center)
Probiotic species that are beneficial for cats are listed below.
– Bifidobacterium
– Enterococcus
– Lactobacillus spp
– Streptococcus
(List from Paddock Park – Animal Care Center)
– Upcycled Ingredients
Upcycling ingredients has become more popular with food and cosmetics. Upcycled ingredients are materials that would have otherwise gone to waste but are repurposed for use in a different product. “Globally, we lose around $1 trillion per year on food that is wasted or lost” (Up Cycled). Especially among young pet owners, sustainable products that are friendly to the environment are considered when purchasing pet food products. Typically, younger pet owners are more conscious of the environmental impact of their food sources. By choosing pet products made from upcycled ingredients, they can feel that they are contributing to protecting our planet.
– Low allergens (Free from wheat, corn, and sugars)
As mentioned above, a popular trend with pet foods and products is a low/no/reduced allergen claim. In 2022-23, “The number of pet owners reporting both skin and food allergies show an upward trend over the last two years” (Mintel). Since there were so many pets in the United States that had allergies (and still do), the market reflected these needs.
References
- AKC Staff. (2022, May 26). Can Glucosamine for Dogs Help Treat Arthritus and Joint Pain?.
- American Kennel Club. https://www.akc.org/expert-advice/health/glucosamine-dogs-arthritis-joint-pain/#:~:text=It%20is%20one%20of%20several,dysplasia%20or%20other%20structural%20changes.
- Canadian Academy of Vetinary Nutrition et al. The Importance of Your Pet’s Skin and Coat and the Role of Nutrition. VCA Animal Hospitals. https://vcahospitals.com/know-your-pet/the-importance-of-your-pets-skin-and-coat-and-the-role-of-diet
- Cornell Richard P. Riney Canine Health Center. The power of probiotics.
- https://www.vet.cornell.edu/departments-centers-and-institutes/riney-canine-health-
- center/canine-health-information/power-
- Grand View Research. Pet Supplements Market Size, Share & Trends Report, 2030 (grandviewresearch.com)
- Manucy, T. (2024, March 26). Probiotics for Dogs: Do They Work?. Pet MD.
ABOUT THE AUTHOR
– Sue Feng is the Chief Scientific Officer leading E.T. Browne’s Global Research and Innovation.
– Sue Feng is an Adjunct Professor at Fashion Institute of Technology University in the Cosmetics and Fragrance Marketing department.
– Prior to joining E.T. Browne Drug Co., Dr. Feng held senior leadership positions at REVLON, L’Oreal, and Procter & Gamble.
– Sue Feng has extensive global experience, having lived in Asia, and having worked in the US and Europe. She has in-depth expertise in skin care, personal care, raw materials, third party manufacturing, active skin care, dermatologist and medical relations, and product innovation. She has unique combinations for advance research, applied research and product development including luxury and mass skin care, cosmetics, laundry, surface cleansers, hair care, medical device and understands what it takes to win in the Global Beauty markets. Her knowledge span all parts of the product life-cycle, from original concept through product development, to manufacturing and successful launch.
– Feng received her Ph.D. in Chemistry from Purdue University. She has authored numerous scientific papers, and patents in personal care, skin care and color cosmetic chemistry and advance research fields.
– Feng is the co-founder of Chinese American Cosmetic Professional Association CACPA.