Demand Is Up
Pet owners clamor for natural and organic
supplements for their dogs and cats,
and retailers who fully understand these
products are better poised to sell them.
BY AUDRE Y PAVIA
These days, pet owners are looking for supplements with natural ingredients
that address health conditions as
well as provide preventive care.
“In the supplements catego-
ry, we are seeing a significant
increase in consumer demand
and consumer awareness,” said
Stephen Smith, president of Pet
Releaf in Denver. “Consumers
are looking for more healthful
ways to treat issues and condi-
tions, and better ways to stay
healthy to begin with.”
Pet owners want supplements
that contain purely natural in-
gredients, said Roger S. Emery,
owner and co-founder of Ozzie’s
Naturals in Sun City, Ariz.
“They want non-GMO sources that are organic, with the
elimination of harmful preservatives and fillers,” he said.
Norm Shrout, co-owner of
Long Leash On Life in Albuquerque, N.M., pointed out several trends in the natural supplement category.
“There is expeditious movement away from complete vitamin
mineral supplements to more specific functional supplements with
fewer ingredients and potentially
higher efficacy,” he said.
Nutraceutical food/supple-ments are becoming very popular due to their medicinal benefits, he added.
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The problem of dogs snacking out of the litterbox is the focus of the newest
NaturVet product, Outta My Box.
“This product contains the patent-pending ProBioStrive, a proprietary blend of
natural ingredients that deters dogs from eating cat stools,” said Jodi Hoefler, vice
president of marketing for Temecula, Calif.-based Garmon Corp., maker of NaturVet
products. “It is veterinarian formulated and must be fed to both the dog and cat
for optimal results.”
NaturVet has been receiving requests for this type of product for years, Hoefler said.
“There are many reasons why a dog might invade a litterbox, including
nutritional deficiency, boredom or instinct,” she said. “This led us to formulate an
effective yet naturally healthy product to address this issue.”
Nutri-Vet Wellness recently introduced Nutri-Vet Food Transition, which
addresses digestive concerns when changing a pet’s food, said Steve Twohig, vice
president of pet specialty for the St. Louis company.
“It’s a probiotic in a single-serve stick pack,” Twohig said. “Our reasoning for
it is simple: to fill the pet consumer’s need for a product that addresses a health
solution not currently being addressed.”
The product also was created in response to a trend in digestive support,
“This continues to be a major growth area, with consumer focus on products
that address pre- and probiotics needs. This is reflective of what has been seen in
human digestive support products in the past few years.”
Natura Petz Organics in Minneapolis recently launched a variety of new prod-
ucts in response to changing consumer needs and demands, said Heidi L. Nevala,
president and founder. The products include six organic Meal Toppers, eight
organic Starter Packs and three additions to the company’s organic Rain Forest
The Meal Toppers feature products formulated to address different health and
behavioral issues, such as allergies and anxiety, for example, while the Starter
Packs include nutrients to help with stress, urinary tract issues and immunity, and
more. Additions to the Rain Forest supplement collection include Body Bliss, a
plant-based superfood omega- 3 supplement, Turmeric the Magnificent, a potent
antioxidant, and Tummy Gladiator, a natural plant steroid to address digestive
upset and urinary tract issues, Nevala said.
Pet Releaf in Denver uses hemp in its new line of natural supplements for pets,
said Stephen Smith, president.
“After a year of R&D, Pet Releaf has recently released its first three product
lines: Edibites for dogs, CBD Hemp Oil for dogs and CBD Hemp Oil for cats,” he
said. “We developed these products with the help of holistic-minded vets and
volunteer pet companions because the hemp plant has an amazing array of phyto-cannabinoids, which contain significant health benefits.”
NPIC presents Get Naked Soft Treats for dogs. The treats are grain free, have
chicken as the No. 1 ingredient, and come in six familiar functions: Super Antioxidant,
Puppy Health, Skin & Coat Health, Weight Management, Joint Health and Digestive
Health. Each function is packed with active ingredients that support their particular
NATURAL PAWS offers Ditch the Itch,
a chemical-free, all-over-body spray for
itchy dogs. It is designed as a natural
alternative to ingested antihistamines
and injected steroids for relief from
itchy skin. The product consists of an
organic blend of
plant extracts and
essential oils, and
works on contact
to relieve itchy skin
due to a variety of
such as bacteria,
and stress response,
the company states.
THE HONEST KITCHEN’S Wonders are
new bite-sized fishy morsels ideal for
both cats and dogs. Wonders make for
a high-protein, low-fat alternative to
conventional treats, perfect for training
sessions, stuffable toys or sprinkling
on top of food. The low-calorie bites
contain only one pristine ingredient:
wild-caught Atlantic pollock skin sin-gle-sourced from the Faroe Islands.