Pet Product News - March 2016

CONSUMER EDUCATION

Because of the sometimes complex nature of supplements, pet owner education is vital in this category, according to manufacturers and retailers.

“Consumer education is very
important as pet parents are just starting
to incorporate supplements into the diets
of their companion animals,” said Bette
Schubert, co-founder and senior vice
president of sales, new product develop-
ment and education for Bravo Pet Foods in
Manchester, Conn. “Consumers will have
lots of questions regarding what is needed
from a nutritional perspective, what
dosage and what problems/conditions can
be alleviated by which supplements.”
Schubert pointed out several
actions retailers can take to become
more knowledgeable so they can
educate customers in kind.

“This includes taking advantage of any education or training offered by manufacturers and reading up on the latest studies,” she said.

According to David DeLorenzo, president of Vetscience LLC/Fruitables Pet Food in Dallas, pet owners are eager to learn about supplements and other natural categories.

“The consumer is curious and is
readily adapting the latest human health
trends, and is making decisions about
their pet care through this perspective,”
he said. “So it follows there should be
educational materials and efficacy-based
reasons for making recommendations.”
DeLorenzo said that although pet
owners are doing some of their own
research, retailers also should provide
nutritional supplement counseling to
their clients.

“It’s a good way to increase credibility, loyalty and, ultimately, sales,” he said.

It’s important for supplement formulators to help educate store staff to better understand which natural active ingredients deliver different benefits, and to discuss the researched dosages needed, said John Leveris, co-founder and product formulator for Welly Tails Inc. in Bonita Springs, Fla.

“Pet parents want products that
provide real results and benefits,”
he said. “They want their pet to be
helped to have normal function and
wellness restored.”
For a natural supplement to be effective, pets must consume it. This makes palatability particularly important in this category.

“A product does no good if the pet won’t take it,” said Timothy “TJ” Schoenborn, owner and pet nutritionist at Victoria’s All
Natural Pet Health in Fond du Lac, Wis. “And it’s no fun having to wrestle your pet time and time again to take a product.”
Lisa DiJon, co-owner of Natural Pet Outlet in Bridgeport, Conn., also said good flavor is vital in nutritional supplements.

“Palatability in any supplement is everything,” she said. “If they won’t eat it, it’s pointless.”
On the other hand, it’s important not to compromise quality for palatability, said Ara Bohchalian, CEO of International
Veterinary Sciences in Anaheim, Calif.

“Palatability is important, but not more important than effectiveness of the product,” Bohchalian said. “It’s more important to create a product that works and does what it says than to turn it into a treat.”

PALATABILITY IN SUPPLEMENTS In 2014, amongst surveyed pet owners who give
their dogs supplements and/or vitamins, sup-
plements for joint health/mobility were given
by the greatest number of owners ( 53 percent),
followed by multivitamins ( 34 percent) and
supplements for skin/coat/nails ( 29 percent).