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Pet Supplements and Nutraceutical Treats in the U.S., 3rd Edition


Due primarily to a downturn on the equine side of the market, sales of pet supplements and nutraceutical treats felt the recessionary cold, but the market now appears set to track back up. Many positive factors are at play, including Americans’ (and especially Baby Boomers’) receptiveness to supplements in general, the expanding health needs of the aging pet population, the steady influx of new products, growing consumer preference for natural remedies vs. pharmaceuticals, greater availability and exposure at retail (including private labels), increasing acceptance and recommendation of pet supplements by the veterinary community, and the relative affordability of nutraceutical treats as a mode of “functional pampering” during the down economy. As a result, even though formal regulatory status continues to evade pet supplements, sales are expected to reach $1.6 billion by 2015, a 27% increase from 2010.

This expanded 3rd edition of Packaged Facts’ definitive Pet Supplements and Nutraceutical Treats in the U.S. report segments the market into two categories—supplements and nutraceutical treats (i.e., those containing supplements or novel botanical ingredients addressing specific health conditions, such as glucosamine for joint health)—with a primary focus on products for dogs and cats, but also extending to horses and other types of companion animals including birds, small mammals, and reptiles. The report provides a forward-looking examination of the market from every angle, including breakouts by supplement type and retail channel, analysis of the complex and evolving regulatory situation, competitive structure and marketing trends, new product tracking, and consumer profiling.

The report also homes in on high-growth segments such as senior and natural products, emerging ingredients, and untapped consumer demographics—such as the millions of pet owners who use human supplements but not pet supplements and who are thus excellent future prospects. A special feature of this new edition is proprietary survey data from Packaged Facts’ fall 2010 pet owner survey, which charts trends in usage of OTC and veterinary-dispensed pet supplements, compared with usage of special-purpose nutritional formula pet foods and treats.


Table of Contents :


Chapter 1: Executive Summary


Market Definition

Two Product Categories

Two Animal Classifications

Report Methodology

Pet Supplement Regulation

The National Animal Supplement Council

The Market

Market Size and Composition

Figure 1-1: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Total, Small Animal (Dog, Cat, Other), Equine, 2006, 2010, 2015 (in millions of dollars)

Mass-Market Sales and Composition

Share of Supplement Sales by Function

Sales by Distribution Channel

Competitive Trends

Most Supplement Companies Focused in Pet Health

Private Label Ramping Up, Including Online

Nutraceutical Treats Category Continues to Spur Crossover

Illustration 1-1: Vet’s Best—Right Bites Antioxidant Treats for Dogs

Competition from Pet Food Marketers Positioning on Functional Ingredients

New Product Trends

Pet Supplement Introductions Regain Momentum

Table 1-1: U.S. Pet Supplement Product Introductions: Records vs. SKUs, 2006-2010

Joint/Mobility and Digestion Are Top Formulations

Natural, High Omega Are Top Product Claims

Precision Nutrition: Multiple Claims, Ingredient Specificity

The Consumer

53% of Households Keep Pets

Use of Pet Supplements Among Dog and Cat Owners

Figure 1-2: Use of Any Type of Supplements for Pets Among Dog vs. Cat Owners, 2010 (percent)

Purchasing Rates Regain Steam After Recessionary Dip

Pet Supplement/Nutraceutical Treat Demographics

Chapter 2: Introduction

Product Parameters

Market Definition

Two Product Categories

Two Animal Classifications

Report Methodology

Condition-Specific Products

Natural vs. Synthetic


Key Types of Supplement and Nutraceutical Treat Ingredients

Product Regulation

Two Legal Choices: Food or Drug

The National Animal Supplement Council

Product Labeling and Claims

Scientific Advisory Committee

Adverse Event Reporting

NASC Implements New Rules

NASC Honored for Efforts on Behalf of Industry

Canadian Initiatives Could Benefit U.S. Business

Human Supplement Regulation

The Dietary Supplement Health and Education Act

DSHE Remains FDA Focus, Evolves

FDA Releases Good Manufacturing Practices

Congress Passes Adverse Event Reports (AER) Bill

More Regulation on the Horizon

CRN Spearheading Self-Regulation

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