Healthy Pet, Happy Pet

Pet owners want products for their pets that reflect a healthy lifestyle, and many are turning to more natural products that promote wellness. Man’s best friend has moved up the ranks. These days, pets are viewed more as family members than as furry sidekicks. As such, pet owners are providing better care for their four-legged, feathered or finned loved ones through routine veterinary visits, more frequent grooming appointments and, of course, through the products their pets interact with daily. Healthier human habits—via diet and exercise—now also include the family pet, which has fueled demand for more natural pet products. “Consumers are living healthier, more active lifestyles, and they want the same for their pets,” says Jean Broders, senior brand manager at Muscatine, Iowa-based Kent Pet Group, which manufactures World’s Best Cat Litter. “The humanization of pets is a win for natural and wellness products,” she says. Natural, premium pet products have experienced explosive growth within the pet specialty channel, and the wide acceptance and consumer desire for such products have had a positive effect on the grocery channel, say industry observers. “Over the past five to six years, there’s been a paradigm shift in the buying habits of the pet parent in the grocery mass and food channels,” says Tim Fabits, vice president of sales at Long Beach, Calif.-based Red Barn Pet Products. “These pet parents have expressed a keen interest in purchasing premium pet specialty brands within the grocery channel.” With consumers more willing to purchase premium products in the grocery channel, retailers need to be sure they are offering a variety of products, so they can capture the audience that is willing to spend dollars in their stores, says Broders. The assortment of natural products spans across multiple categories within a grocery store’s pet aisle, however, retailers may want to focus on the key segments in which pet owners seek more natural products. Pet food and treats account for billions of dollars in sales, and retailers should consider adding more natural products, as the health benefits of these products is a concern for many pet owners, say observers. According to the Pet Food U.S. May 2015 report conducted by Chicago-based market research agency Mintel, one quarter of pet owners worry that the pet food they buy is making their pet obese. Pet owners are also concerned about the quality of ingredients and the nutritional benefits of the food they feed their pets; more than half (55%) worry about filler ingredients in pet food, including grains and meat byproduct, according to Mintel’s report. As a result, consumers are vetting pet food and treats with the same scrutiny as the products they buy for themselves. Fortunately, as pet food and treat manufacturers develop new natural products, they are marrying flavor and higher quality ingredients to address these concerns. Redbarn Pet Products recently launched its line of natural, grain-free, made in the U.S. dog and cat canned foods. “The product offers a very simple message to today’s discriminating pet parent with a focus on limited, yet functional ingredients,” says Fabits. “These formulas have been developed to promote serious issues, including digestive, skin and coat, and joint/mobility concerns.” Functional ingredients that address common health ailments are also being included in treats, chews and supplements. “We see human trends transfer over to pets in time, specifically in the wellness category,” says Kimberly Cassar, divisional vice president–Hartz Animal Health at The Hartz Mountain Corp., based in Secaucus, N.J. “In recent years, alternative delivery systems have become popular in human vitamins and supplements,” Cassar adds. “Companies are delivering these important nutrients in easy-to-use, easy-to-administer forms such as gummy chews and soft chews. We have seen the same movement in the pet aisle.” Hartz offers a full line of soft chew vitamins and supplements. For dogs, the company offers Calming, Skin and Coat and Joint supplements, along with a Multi-Vitamin formula. For cats, Hartz offers Hairball and Joint Care supplements, as well as a balanced Multi-Vitamin. The demand for natural cat products is surging, says Terry Hannaford, CEO of Omega Paw, based in St. Marys, Ont., Canada, as cat ownership continues to grow. “For the last 10 years, we’ve seen dog treats go from flour, water and flavoring to healthy, natural, organic treats that have quinoa, omega-3 and omega-6,” says Hannaford. “We offer healthy treats to our dogs, and we’re starting to turn that corner with cats. “Because cats are so finicky, the No. 1 goal with cats treats in the past had been, will the cat eat it?” Hannaford adds. “Now we’re seeing that consumers not only want palatability, they’re starting to wonder what’s in the ingredient panel and want the treats to be healthy.” Omega Paw’s line of Meowtini cat treats feature meat as the main ingredient. “With Meowtinis, you’re giving your cat real ingredients and good flavor,” says Hannaford. “The products are piquing consumer interest, and when they are given to the cats, the palatability is extremely high, so the cats are loving it as well.” While pet owners are buying more natural food and treats for their pets, they are also looking at the safety of other products their pets interact with regularly. “Consumers want products that make their lives easier and are safe for their pets,” says Broders. “World’s Best Cat Litter’s concentrated power of corn delivers outstanding odor control, quick clumping and easy clean up in all of our formulas.” The dust-free, made from corn litter is safe for pets and their owners and is available in three formulas: Clumping Formula, Multiple Cat Clumping Formula and Lavender Scented Formula. “The desire for consumers to treat their pets as part of their family is not going away,” says Broders. “This means they will continue to invest dollars in premium, natural products. They want the convenience of buying pet products where they normally shop. Retailers need to offer a wide selection to consumers. They don’t want to miss out on that extra ring at the register.” Exercising Wellness While natural products like food, treats and cat litter contribute to pets’ overall well-being, pet owners are recognizing other products that promote healthy living with their pets—which includes toys. “One way to support wellness is through exercise,” says Leslie Yellin, executive vice president of Multipet International, a Moonachie, N.J.-based pet toy manufacturer. “We have always offered products that the pet can engage with, but this year, we are launching our interactive Frisbee. Unlike other Frisbees, this toy is soft, so it won’t hurt your pets when they catch it.” The Multipet Fetching Flyer has a soft latex rim that squeaks when squeezed to entice greater excitement for the dog. In addition to the interaction with the pet, the Fetching Flyer can be filled with water for an instant watering spot to cool pets without the fear of overheating. It also floats for dogs that love water play. “With pets being members of the family, the same desire to support natural and wellness includes our four-legged members,” Yellin says. “Exercise and promoting exercising with your pet is an area we see full of opportunities.”