Why are natural dental products a smart choice for pets?
“Veterinarians recommend regular checkups and routine cleanings as the
best defense against pet dental disease. Dental treats play an important part
in the process, and by offering these products at home, you can help slow
down the progression of dental disease. Plaque, tartar, gingivitis, periodontal
disease and unpleasant breath can speed bacteria to the blood stream and
the vital organs, oftentimes causing extreme damage to the pet’s health.
Dental treats are a safe and simple way to incorporate proper dental care
into a daily regimen at home to keep their pets happy and healthy.”—BRAD
GRUBER, COO of Health Extension Pet Care, Deer Park, N.Y.
“Read the label. Do you see chemicals that you might not be able to
pronounce? What goes in the mouth goes in the gut. Would you rather
offer your companion animal chemical-based applications or a natural
solution?”—SCOTT REINHARDT, vice president of sales and marketing for
SwedenCare USA in Poulsbo, Wash.
AN EXPANDING UNIVERSE OF OPTIONS
The variety of dental hygiene products for pets runs the gamut from treats and chews
to water additives to the traditional method of using a toothbrush with toothpaste.
This year, manufacturers focused on offering new products that make dental care
easy for pet owners.
TropiClean Pet Products offers a complete line of no-brushing solutions for a
healthy mouth and fresh breath, and the company recently introduced Fresh Breath by
TropiClean Dental Chews.
“We’re excited to introduce three new flavors that dogs love: Banana, Blueberry
and Peanut Butter dental chews,” said Michelle McPherson, marketing director for the
Wentzville, Mo.-based company. “The unique chewy texture simulates brushing with
each bite. Our gluten-free [and] grain-free Fresh Breath by TropiClean Dental Chews
are expertly crafted in the USA and made with natural ingredients like green tea leaf
extracts, natural mineral SHMP and coconut oil.”
Earlier this year, Health Extension Pet Care relaunched its Dental Bones.
“You’ll find them in new and distinctive stand-up pouches that complement the
imagery of our newly designed dog food bags,” said Brad Gruber, COO of the Deer
Park, N. Y.-based company. “We offer our Dental Bones in small, medium and large
sizes—a size for every dog. From a consumer-demand standpoint, we offer several
different flavors such as Peanut Butter, Cheese, Fresh Breath and Probiotic Yogurt. Our
long-lasting dental bones help support a pet’s dental health with natural ingredients
that help reduce plaque and tartar formation.”
Scott Reinhardt,;vice president of sales and marketing for SwedenCare USA in
Poulsbo, Wash., noted consumers continue to seek natural alternatives to harsh
chemical additives in dental applications.
“Our latest offering—PlaqueOff System Dental Care Bones, has been very well
received by the consumer, as a product that aids in oral care hygiene by the abrasive
action of the unique chew,” he said. “We use natural, grain-free, gluten-free, soy-free,
SIGHTS IN THE STORE
When displaying natural dental products, industry insiders recommend that pet specialty retailers
have a permanent on-shelf location and multiple secondary locations. In addition, insiders say, the
communication on the display should highlight product benefits and simplicity of use.
“The key is to disrupt the pet parents’ shopping experience, driving visibility and awareness,”
said Michelle McPherson, marketing director for TropiClean Pet Products in Wentzville, Mo. “The
secondary locations can display products in high-traffic areas or areas near related products.
For example, a Fresh Breath by TropiClean Drops clip strip could be hung near the water bowls to
connect the products together, or near the register for an impulse purchase.”
Brad Gruber, COO of Health Extension Pet Care in Deer Park, N. Y., said endcaps dedicated to
dental products are a great visual way to merchandise products in this category, allowing consumers
to see the various options that best suit their needs.
“Signs and shelf-talkers should always be incorporated into the endcap as a visual tool to help
draw the attention to it,” Gruber said. “Clip strips of [our company’s] various Dental Bones should be
hung throughout the store, the dog food aisles and the treat aisles and virtually any and every aisle
as a cross-merchandising tool. Counter displays at the register make a great vehicle for impulse
Bend Pet Express, which has two stores in Bend, Ore., draws attention to its natural dental
products in a unique way.
“We have a sign with a large tooth on it,” said Kim McCohan, chief happiness officer. “It reminds
people that dental health is important and makes them think more closely about buying something
Sherry Redwine, co-owner of Odyssey Pets in Dallas, features a dental endcap where she groups
dental products together—treats, toothpaste, toothbrushes, gels, etc.
“It brings attention to a need the customer may not have thought of and conveniently displays
them all in one place,” she said.
“I have a 6-foot-long display table at the front of my store where I display monthly specials. For
Pet Dental Health Month, we display some of our favorite dental products on that table and put them
on sale,” she added.
“The key [to merchandising the category] is to disrupt the pet parents’
shopping experience, driving visibility and awareness.”
—Michelle McPherson of TropiClean Pet Products
“Pet parents want the absolute best for their pet and should know that
natural dental products are safe and healthy for their pets. TropiClean is
committed to creating natural, healthy products to improve and enrich
the lives of pets and their people.”—MICHELLE MCPHERSON, marketing
director for TropiClean Pet Products in Wentzville, Mo.
WAG TANTRUM offers Adult Wag, which is formulated
for active, adult dogs. Organic chicken and organic
beef options are available, and both include brown rice,
squash, carrots, broccoli, and added nutrients to ensure
dogs get their daily balance of both protein and vitamins.
The food is organic and human grade. It is made in
ZIWI offers Ziwi Peak New Zealand Free-Range Chicken, available in both air-dried
and canned recipes for cats and dogs. The
family-owned company crafts its signature
air-dried recipes in its own kitchens from
96 percent chicken meat, organs, bone
and New Zealand green mussel. The recipe
contains no grains, peas, potatoes, lentils or
other legumes. Ziwi Air-Dried can be fed as a
complete diet, as a nutritious topper and as a
high-value training reward or treat. The canned
recipes contain a minimum of 91 percent
chicken meat, organs, bone and New Zealand
green mussel, combined with essential
vitamins and minerals. Ziwi canned recipes are
packaged in BPA-free cans, and they contain
no artificial binders or gums, including guar
gum, carrageenan or agar-agar. They utilize
only a small amount of chickpea as a natural
PURE TREATS offers
PureBites Freeze Dried
Salmon. It is made with
only one ingredient: 100
percent pure ocean-caught,
USA-made raw freeze-dried sockeye salmon.
The treats do not contain
any preservatives such as
glycerin or salt. With only
one ingredient, the treats
are 100 percent natural,
pure, grain free and easy
to digest. They are rich in