Ingredients Top Demands
Pet Product News International February 2018
Dog and cat owners are buying more skin and coat grooming products, with
purchasers focused on ingredients and efficacy.
BY SANDY CHEBAT
Sales of skin and coat grooming products are up, according to pet specialty retailers, as manufacturers strive to meet pet owners’
increasing demand for natural, yet
At the end of November, B&B Pet
Stop in Mobile, Ala., reported a 3 percent increase over the same period in
2016, and Dog Style Canine Supply
Co. in Longview, Texas, reported seeing an 8 percent increase going into
December compared with the previous year.
“I attribute the increase to focusing on quality and innovative items
that my customers can’t find at the local big-box stores and by presenting
them in a more ‘boutiquish’ setting,”
said Barbara Herman, owner of Dog
Style Canine Supply Co.
Driving this growth in grooming
products for skin and coat is “the
migration of ingredients from the human market to the pet market,” said
Shannon Moore, grooming education
director at Espree Animal Products in
Products that are free of certain ingredients are top-of-mind for
consumers, according to manufacturers and retailers.
“Recently, we have seen an uptick in demand for chemical-free
and all-natural products both in cat and dog lotions, flea and tick remedies, shampoos and conditioners,” said Jackie Cain, store manager
at Furly’s Pet Supply in Lake Forest, Calif.
Alina Smith, CEO and co-founder of Pet Releaf in Denver, agreed.
“Just like we’ve seen in the kibble and supplement space, groomers are turning towards effective chemical-free products that contain
all-natural ingredients that aren’t 12 syllables and are genuinely organic,” said Smith, whose company offers the Canna Care brand of
cannabidiol (CBD)-based topical products.
Safety and efficacy are important attributes in skin and coat
grooming products, sources said.
“[Pet owners] want everything to be mild, clean their dog and
smell good,” said Justin Pohl, vice president of BioDerm Laboratories
in Longview, Texas. “Customers look for products made in America.
Even the international market prefers U.S. products because of higher
quality and regulations.”
The types of skin and coat products owners typically request are
those that “replenish the natural moisture balance of the skin, heal dry
skin, and relieve itching due to allergies and skin conditions,” said
James Brandly, copywriter and public relations specialist at Tropi-
Clean in Wentzville, Mo.
Moore reported that “products that provide an easy application
like waterless baths and wipes have been in growing demand with
Dog and cat owners are seeking products that will reduce shed-
ding, tangles and matts, said John Vasone, head of sales for Conair
Pet Products in Stamford, Conn.
However, no matter what function the product is intended to per-
form, Sally Adams Trufant, general manager of B&B Pet Stop, said,
“Customers always ask for ‘something that smells good,’ and then
proceed to open every bottle and sniff it.”
In many pet categories, trends in human products show up in dog
and cat offerings. Industry sources report this phenomenon occurring
in grooming products for the skin and coat.
“Ingredients tend to migrate from the human care market to the
pet market if the application will benefit animals,” Moore said. “Since
consumers recognize ingredients from the human care market, they
are likely to purchase similar products formulated for their pets.”
“For a while, coconut oil was the buzzword, but now it seems to
be argan oil and sulfate-free,” Trufant said.
Pohl said that he’s seen argan oil trending for the past four years.
Other popular ingredients reported were CBD oil and candelilla
“Right now, the most popular new ingredient is anything hemp/
CBD-related,” Herman said. “This is especially true for treats and
health products, but we expect to see more in the grooming category
as hemp’s popularity increases. Candelilla wax is another ingredient
that our customers have been excited about because they’ve seen it
in their top-rated grooming products and want the same quality care
for their pets.”
Plant-based ingredients continue to thrive as consumers increas-
ingly seek natural solutions.
People want safe and effective products, so Pet Releaf includes
“plant-based ingredients like ucuuba butter, andiroba oil and eucalyptus oil along with our certified USDA organic CBD hemp oil,”