With pet owners paying closer attention to product claims and ingredient lists, many are willing to invest in more premium products that provide functional benefits. Product claims tend to follow trends first introduced in human nutrition. Specialty diets, like vegetarian or flexitarian, are gaining popularity, with pet brands highlighting attributes like hypoallergenic, organic, plant-based and grain-free. Additionally, some manufacturers are offering products with “wild origin” meats, plant-based proteins, fish and insects.
Marketing Manager, Pet Nutrition EMEA
ADM
As a rising number of pet owners identify as pet parents, demand is also growing for nutritional products that align more closely with human foods and supplements. This pet humanization trend is driving premiumization across the pet nutrition space, including pet treats with benefits.
US consumers have been early adopters of solutions that support the physical and emotional well-being of their pets, while European shoppers are just beginning to seek out pet treats with wellness benefits. In the UK, for example, functional treats are forecasted to grow at 11% CAGR and supplements are predicted to have steady growth of 6% CAGR through 20261.
Treats with benefits are often used to deliver a guilt-free reward with nutritional support for pet well-being. Supplements contain active ingredients to support more pronounced areas, such as digestion or joint health and mobility. Many pet parents are willing to spend a little more on products with premium ingredients as an investment in their pet’s health.
MERGING FORM & FUNCTION
Soft chews are the leading format in treats. This format provides a snack-like experience while including active ingredients that support functional benefits. Unlike many others in the industry, ADM uses a cold extrusion manufacturing process – without the use of heat, water or gumming agents – to create soft chews. This technique preserves the texture, flavor and benefits of ingredients that might be susceptible to heat processes.
Another format is powders offered in individual sachet packaging that allow for convenient and precise portions without unnecessary calories. The active ingredients retain effectiveness throughout shelf life. Powders can be easily mixed in or sprinkled on top of a pet’s food as part of a balanced meal plan.
POPULAR PRODUCT ATTRIBUTES
Historically, dental and oral care products have dominated the pet health and wellness segment, but innovation abounds as the market matures. Leading benefits among today’s pet owners include calming, digestion, mobility, skin and coat care, longevity and general well-being.
Calming products are designed to support balanced behavior. Active ingredients might include B vitamins, magnesium, L-tryptophan – an essential amino acid and a precursor of serotonin2, botanical extracts and biotics. Postbiotics, defined as “a preparation of inanimate microorganisms and/or their components that confers a health benefit on the host”3, are gaining favor as an ingredient with greater flexibility because formulators don’t have to make adaptations for live colony forming units. ADM’s portfolio of ingredients includes a postbiotic blend of Bifidobacterium longum and Lactobacillus rhamnosus strains.
Pre-, pro- and postbiotics are also key components of products that support digestion and gut health. In a research trial conducted with Texas A&M University, ADM’s DE-CA9™ (Bacillus subtilis) probiotic showed a positive effect on adult dogs’ gut health over 45 days, with a significant reduction in metabolites associated with tryptophan metabolism in the DE-CA9™ treated group4. Beyond ingredients, ADM Protexin has developed a highly advanced and palatable probiotic and prebiotic pellet called Pro-Fibre Advanced. This pellet is a rich source of both soluble and insoluble fiber, containing Fibersol®. It also contains Calsporin® Bacillus subtilis* probiotic that supports gut flora to maintain normal stool formation. Pro-Fibre Advanced also includes Preplex® prebiotics that feed and stimulate the growth of beneficial bacteria in different stages of the digestive tract. The product’s additional ingredients help to maintain a healthy gut wall and support gastrointestinal health.
Mobility support may be provided by chondroitin, Methylsulfonylmethane (MSM), glucosamine and hyaluronic acid. Research indicates these active ingredients support cartilage and joint health5-9.
Skin and coat health is essential to protecting pets from environmental elements, such as dirt and allergens, and moisture loss. Hyaluronic acid helps retain moisture, which is an important component of healthy skin. Additionally, fish collagen10 and omega-3 fatty acids can support healthy skin.
For aging pets, a longevity blend can provide multifunctional support in a single product. This might include CitriStim® yeast, prebiotic Fibersol®, probiotics and postbiotics to support normal digestion and gut barrier function. MSM and glucosamine offer joint support.
Daily wellness products with multiple health benefits are not only for aging pets; they can also appeal to people with younger pets. These pet parents are focusing on generalized care rather than addressing specific health concerns. A well-rounded blend of biotics, vitamins and minerals, omega-3s and MSM for healthy cartilage will appeal to pet owners.
THE WHOLE PACKAGE
With pet owners paying closer attention to product claims and ingredient lists, many are willing to invest in more premium products that provide these functional benefits. Product claims tend to follow trends first introduced in human nutrition. Specialty diets, like vegetarian or flexitarian, are gaining popularity, with pet brands highlighting attributes like hypoallergenic, organic, plant-based and grain-free. Additionally, some manufacturers are offering products with “wild origin” meats, plant-based proteins, fish and insects. In all formulations, nutritional content is key, so any alternative ingredients must measure up to their traditional counterparts.
Globally, 97% of consumers report that the primary health benefit claimed on the packaging informs their purchasing decisions for treats with benefits, making it the most influential product attribute1. So for supplements and treats with benefits, packaging claims should be supported by scientific trials, with attributes like “clinically tested” or “vet recommended” called out on the front of the packaging. Claims for a targeted wellness benefit should speak to efficacy, easy administration and how quickly the results will be shown to help justify a higher price point.
Another area that signals quality to pet parents is a focus on sustainable or recyclable packaging. Brands are now using more recycled and/or recyclable materials, less plastic, compostable materials and even bio-based packaging. Such claims are best highlighted on front of the pack and easy to understand, as many consumers are seeking out these types of packaging. Packaging is also important as some ingredients, like biotics, need to be transported or delivered in specific ways to best preserve the freshness of the product and efficacy of the functional ingredients.
FEEDING THE FUTURE
As the humanization of pets continues to expand, the pursuit of health and well-being among pet parents brings numerous opportunities – and intense competition. Product developers that focus on quality ingredients and uniquely beneficial product features will have an effective strategy for standing out on a crowded shelf, delivering on pet owner demand and prompting brand loyalty.
*In the UK this strain is named Bacillus subtilis C-3102 (DSM 15544) and in the EU it’s named Bacillus velezensis DSM 15544.
References:
1Euromonitor International, 2022
2Gazzano et al. Dog Behavior. 2021;7(3):43-50.
3International Scientific Association for Probiotics and Prebiotics (ISAPP), 2021
4Allenspach et al. Vet Sci. 2023 Sep 11;10(9):566.
5Kim et al. Osteoarthritis Cartilage. 2006 Mar;14(3):286-94.
6Butawan et al. Nutrients 2017;9:290.
7Towell et al. Small Animal Clinical Nutrition. Chapter 34. 2010.
8McCarthy et al. Vet J. 2007 Jul;174(1):54-61.
9Johnson et al. J. Am. Vet Med. Assoc. 2020 Jun 15;256(12):1335-1341.
10Bella, J. Biochemical Journal. 2016. 473(8):1001–1025.
About Guillaume Maio
Guillaume Maio, currently serving as Marketing Manager for the Pet Nutrition division at ADM for Europe, the Middle East, and Africa, holds a bachelor’s degree in biochemistry and a master’s degree in organizational management obtained in France. With 14 years of experience in the global industry of ingredients (Naturex-Givaudan), animal nutrition (Neovia-ADM), and pet care (ADM), Guillaume has held key marketing roles in both B2B and B2C contexts. His career has taken him to work in France, South Africa and Italy, providing him with a diversified perspective and an in-depth understanding of international markets.
