Dietary supplements with ingredients that pet
owners understand and that are similar to the
products they use themselves are in demand.
By Ethan D. Mizer
Products formulated to supplement and heal pets move steadily
off of shelves, and retailers welcome new offerings.
By Sandy Chebat
The natural supplements and remedies category has enjoyed crossover from the natural channel addressing human health and wellness issues, said Bill Reilly, president of Reilly’s HempVet in Burlington, Vt. With people steadily focused on improving their health and wellness, pets—and
the pet industry—reap the benefits, said industry participants.
“Pet supplements and remedies always follow the human
trends,” said Amanda Zumwalt, brand manager for Nutri-Vet
Wellness, a division of Manna Pro Products, in Boise, Idaho.
Retailers report increased sales in natural supplements and
“Our sales are up in this category,” said Christine McCoy,
owner of The Natural Pet Enrichment Center in North Royalton,
Ohio. In the past 15 years, she has seen owners increasingly look-
ing to natural supplements and remedies for “a safer approach
to health care.”
In fact, Heidi Nevala, founder and president of Natura Petz
Organics in Minneapolis, has seen the natural category move be-
yond a trend to become a lifestyle.
“We see a desire for healthier everything, derived from and/
or enhanced by natural means,” she said, adding that home-pre-
pared meals and treats represent a growing trend. “Pet guardians
are embracing the evidence that they can greatly influence their
pets’ health with an emphasis and awareness on what they are
feeding and putting in to their pets’ bodies.”
At Pioneer Pet Feed & Supply in Seattle, proprietor David James
also reported higher sales in this category. He stocks “many rem-