Interest in Oils Wells Up
Topical and edible oils continue to see growth.
BY LINDSEY GETZ
There has been ongoing in- terest in topical and edible oils for people and, like so
many other trends, this has seen
a strong carryover to the pet
world. As the category grows,
pet owners are interested in
learning how natural oils can
help their pets with a variety of
issues.
While there are essential oils
available to treat a range of concerns, far and away the most
popular seems to be oil to treat
stress and anxiety. Jessica Mowforth, RNT, CNP, registered holistic nutritionist and founder
and owner of The Bone Natural
Pet Boutique in Ajax, Ontario,
Canada, said she recommends
lavender or chamomile, or her
store’s own blend, Renew and
Relax, when owners come in
looking for a solution to their
pet’s stress and anxiety. While
those tend to be the biggest concerns, she also has pet owners
interested in oils for skin conditions, cysts and tumors.
“In general, people are get-
ting more comfortable with ho-
listic nutrition and medicine,”
Mowforth said. “Now that
they’re comfortable with it on
their own level, they’re sudden-
ly more interested in how it can
help their pets.”
Ken Daminger, co-owner of
Daminger’s Natural Pet Foods
in Sewell, N.J., also has noted
an increase in both interest and
knowledge of oils.
“For a while most people just
knew about fish oils, but now I
would say coconut oil has sur-
passed fish oil in popularity,”
Daminger said. “I think that as
the public becomes more aware
of a product’s benefits for them-
selves, they want to know what
benefits it may have for their pet.”
Michele Zigrossi, owner of
The Natural Pet Center in Gar-
diner, N.Y., has seen the same
trend. While fish oil used to be
the only product on customers’
radar, today they know a lot
more about other oils that are
out there.
“We still sell a lot of fish
oil, which is one that has a lot
of staying power—those who
use it tend to continue to use
it—but we’ve seen a lot more
interest in other oils,” Zigrossi
said. “Whereas I used to be the
first one to bring it up, today
customers will come in and al-
ready know something about
oils. It’s a much more educated
and health-conscious customer
in general today.”
DISPLAYING NATURAL OILS
As edible and topical oils become increasingly popular, finding ways to draw attention
to them in the store can boost sales. Michele Zigrossi, owner of The Natural Pet Center
in Gardiner, N. Y., said that while the oils are in the supplement section in her store, they
do have their own shelf. As the category grows, she expects that section might expand.
Essential oils are a big seller and focus for Jessica Mowforth, RNT, CNP, registered
holistic nutritionist and founder and owner of The Bone Natural Pet Boutique in Ajax,
Ontario, Canada, who has a dedicated section where she not only sells the oils but
ionizer diffusers as well.
“I try to keep the displays educational as well, and there is a writeup explaining
why an ionizer diffuser is more effective than a standard one,” Mowforth said. “This
does tend to be a category where customers have more questions. While we do
spend a lot of time talking to our customers and educating them directly, sometimes
having the information right at the display can answer a simple question.”
“Capturing your customers’ data is key,” added Carina Evans, CEO of Pet
Remedy USA in Lake Worth, Fla. “When creating displays and signage, know who
it is that you’re marketing to so that you can tailor your approach for a competitive
advantage. Clever content and social media marketing can be used to the retailer’s
advantage. But word-of-mouth referrals remain the single-most-powerful selling
tool—especially for this category.”
EDUCATING CONSUMERS
ABOUT TOPICAL, EDIBLE OILS
Education is incredibly important when it comes to selling essential oils, as their proper
application and use can impact safety and effectiveness. Jessica Mowforth, RNT, CNP,
registered holistic nutritionist and founder and owner of The Bone Natural Pet Boutique
in Ajax, Ontario, Canada, said she often recommends that owners apply oils to their
dogs’ toys or paw pads, instead of directly into their mouth or water supply. For a stomach issue, she might recommend a combination of peppermint and lavender together,
applied directly on the lower belly.
As someone who has studied oils and their use, Mowforth admitted there’s a lot
to understand before imparting knowledge to the customer. Cats, for instance, are
sensitive to many products and require a different approach. And while most essential
oils are safe, they can be contraindicated with certain medications, Mowforth said. If it’s
a category you plan to get more involved with, educate yourself first.
“I have a whole stack of books on the subject that I ask my employees to read,”
Mowforth said. “We’re also putting together a laminated chart that the staff and even
customers can refer to when trying to better understand an oil on the spot.”
It’s also important to understand the customer and their need, as much as you
understand the product, said Carina Evans, CEO of Pet Remedy USA in Lake Worth, Fla.
“Understand what your customer wants,” Evans said. “People don’t buy a
product—they buy the results the products
produce. Get to know all your customers and
identify their needs first and then tailor your
offering directly to the customer. Show them
how your offerings can help them, as well as
their pets. That’s because when the pet is less
stressed, the owner is also calmer.”
INDUSTRY
VOICES
WHAT ARE CONSUMERS
LOOKING FOR WHEN IT COMES
TO OILS?
“Behavioral issues like excessive
barking, trembling, hiding or aggressiveness are often due to stress,
which can be due to a number of reasons. In general, it’s becoming more
common as we expect our pets to fit
into our modern society and conform
to how and where we expect them to
live. In today’s modern and stressful
society, consumers are interested
in products that alleviate stress and
anxiety.”—CARINA EVANS, CEO of
Pet Remedy USA in Lake Worth, Fla.
Several new products populate the category. In March, Earth Heart Inc. in Dundee,
Ill., released Buzz Guard Balm, which is a companion topical to the company’s
Buzz Guard water-based mist, said Vicki Rae Thorne, herbalist, aromatherapist and
owner of Earth Heart.
“Both products feature neem seed oil and pure essential oils including citronel-
la and rose geranium,” Thorne said. “While the mist is for topical application over
the entire body, the balm is specifically for use under the tail, around the eyes, on
the muzzle and outer ears, and on scratches and scrapes—all areas that are more
vulnerable and sensitive to bites, stings and other irritations.”
Earlier this year, Calm My Pet in North Canton, Ohio, released four unscented
wellness essences. Calm My Focus, Calm My Arthritis, Calm My Senior and Calm
My Rescue all are formulated to deal with specific concerns, said Pamela Fisher,
DVM, founder and owner of Calm My Pet.
“Health-conscious owners visit my practice daily looking for all-natural calm-
ing and health-promoting options for their pets,” Dr. Fisher said. “Calm My Pet
wellness products help owners address the subtle emotional and physical needs
of their pets.”
In addition, a new company, Noble Pet Co. in Torrance, Calif., launched all-natu-
ral, 100 percent essential oil patches for pets at PB&D Expo West in Burbank, Calif.,
in May, said Lisa Burns, CEO.
“The patches allow you to use them on an as-needed basis and allow the
consumers not to spray their dogs with chemicals,” Burns said. “Shield Me Insect
Defense contains lemongrass and citronella, while At Peace Calming Patch contains lavender and chamomile to reduce stressful situations.”
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