BY SANDY CHEBAT
Human health aid trends are emerging in the natural pet category, a phenom- enon industry insiders attribute to consumers recognizing their benefits and wanting the same for their pets.
“The natural health remedies category
has expanded tremendously,” said Pame-
la Fisher, DVM, founder of Calm My Pet
in North Canton, Ohio. “It has complete-
ly changed how people cope with their
stress-related illnesses. Now, these dog own-
ers are looking to help support the health
and emotions of their pets.”
One area of particular interest is remedies
for gastrointestinal issues.
“We’re seeing a huge increase in digestive
health products,” said Rebecca Rose, president
of In Clover in Boulder, Colo. In response, the
company repackaged its OptaGest Daily Digestive Supplement for Dogs & Cats as a tum-my-trouble solution.
“We’ve packaged a week’s supply of stick
packs that contain a prebiotic and digestive en-
zyme blend,” Rose said. “Owners just sprinkle
one packet’s contents over the pet’s food.”
To address pet obesity, owners are look-
ing beyond weight-loss pet foods to natural
remedies to control weight, Rose said. For
cats, In Clover offers Svelte for weight con-
trol. The soft chews come 60 per pouch, and
owners give their cats two chews a day.
“Svelte is unusual in that it works with the
cat’s physiology to convert fat to energy and
muscle, instead of using a bulking agent to
make cats feel full,” she said.
Calm My Pet’s Calm My Digestion,
planned for launch this year, is formulated to
promote healthy weight and digestion, can be
used for occasional and chronic digestive concerns, and is especially helpful for stress-trig-gered digestive upsets, Dr. Fisher said.
HEALTH MAINTENANCE AND FIRST AID
Products that address skin issues, dental care
and first aid also are key segments in the natural health aids category.
Espree Animal Products Inc. in Grapevine, Texas, recently launched a line of
solution-oriented exotic oil therapy shampoos and sprays designed for between-bath
maintenance. The Avocado Oil Shampoo
and Avocado Oil Spray can help dogs with
allergies, the Keratin Shampoo and Keratin
Spray are designed to strengthen coats, the
Argan Oil Shampoo and Argan Oil Spray
are formulated to enliven dull coats and
hydrate the skin and coat, and the Coconut
Oil & Silk Shampoo and Coconut Oil & Silk
Spray contain silk proteins to hydrate the
coat and improve elasticity and manageabil-ity, according to the company.
When it comes to skin issues, Jennifer Di-
Grazia, CEO of New York-based PawFlex,
which manufactures nonadhesive bandages,
natural remedies for first aid and hygiene,
and more, said that most pet owners see the
value of safe, natural products for their pets.
“They are educating themselves more and
more about keeping themselves and their
families healthy, which is a trend that has
been steadily trickling into keeping their pets
just as healthy,” she said.
The most common skin conditions pet
owners seek to address include skin allergies, lick granulomas and hotspots; very often, owners handle much of their pets’ care
themselves, DiGrazia said.
“Vet visits are needed for diagnosis or ultimately treating serious conditions, but just
as we don’t bring our human children into
the doctor for every scraped elbow and knee,
we need to keep this same perspective for our
fur children as well,” DiGrazia said.
“Any one of the ailments stated above can
be managed easily by any high-quality nat-
ural remedy cultivated with ingredients that
address wound care or fungal issues,” she
added. “Top it off with a fur-friendly ban-
dage such as PawFlex, and your dog is on its
way to a speedy and uneventful recovery.”
Further, pet owners increasingly are rec-
ognizing the importance of maintaining their
pets’ dental health, and they are seeking safe,
natural products that will help them accom-
plish this at home. TropiClean in Wentzville,
Mo., launched its Fresh Breath product line,
which includes the Advanced Whitening
Water Additive and three new oral gel and
spray flavors—Vanilla Mint, Berry Fresh and
“Pet parents want easy-to-use, safe and
effective products for their pets,” said James
Brandly, marketing coordinator for Tropi-
Clean. “They want to find products that
fit their lifestyle and are affordable. These
trends extend to all trends in the health aids
category, including oral care, grooming and
The company offers a host of products
in the natural health aids category such as
its flea and tick solutions, shampoos and
“We want to be able to provide numerous
products and solutions to best fit the needs of
pets and their people,” Brandly said.
SOOTHING THE MIND
When seeking to help with pets’ behaviors
and mental well-being, owners have a plethora of options to choose from.
Calm My Pet offers four new unscented essences: Calm My Focus promotes a
dog’s best performance in challenging
situations, Calm My Arthritis promotes
healthy joints and movement, Calm My
Senior supports graceful aging, and Calm
My Rescue assists with new beginnings
and changes, according to the company.
The handcrafted, organic wellness sprays
feature “vibrationally charged spring
water,” are infused with gemstones and
plant-based ingredients, and contain no
alcohol or glycerin, the company stated.
Healthy Body and Mind
More owners seek natural health aids and remedies that can help address
a range of pet health issues, including digestion, weight loss, dental
maintenance, overall physical and mental well-being, and more.
© 2017 TropiClean Pet Products