Supplements & Functional Foods Replace Functional Treating Peter Kenseth

Supplements & Functional Foods Replace Functional Treating

SuperZoo 2022 saw one the industry’s largest tradeshows return to pre-pandemic attendance levels at the Mandalay Bay Convention Center in Las Vegas, Nevada. Nearly 10,000 pet food buyers congregated to view 1,000+ exhibitors from August 23rd-25th.

One of the most prominent trends of the show was a continued focus on functional diets for dogs. First noticed as a prevailing trend at Global Pet 2021, in 2022, functional claims have become a table stakes requirement for most dry dog foods, as well as wet cat foods. Manufacturers are promoting “all-in-one” claims that are based on a naturopathic approach that links known functional benefits of ingredients to overall functional claims. For example, a manufacturer might market their product as supporting a “healthy skin and coat” because of the Omega-3 levels in the diet. “Digestive support” claims are generally tied to the inclusion of probiotics. Formulas with glucosamine and chondroitin are often promoted as supporting joint health.

Another common claim is around “immunity” or “immune support,” which is a more general claim that can be tied to a number of ingredients. Some manufacturers make their immunity or immune support claims because of the levels of antioxidants in their formulas, while others are moving to include postbiotics, or simply basing their claims of immune support on the ability of the overall formula to keep pets healthy. Frequently, manufacturers combine several of these claims on their packaging.

While these functional claims are new, they don’t necessarily represent drastic changes in product formulaWinter 2023 Peter Kenseth - Manchester, NH

tions. Rather, they are more likely to represent a new marketing strategy that caters to pet parents’ desire to ensure optimum health for their dogs. It also allows manufacturers to educate consumers about the functional benefits of specific ingredients. Some manufacturers are even going so far as to add sections on their websites where consumers can look up the functional benefits of every ingredient in their dog’s formula. For example, Canadian manufacturer FirstMate explains that blueberries are “antioxidant rich,” and “provide fiber, promote eyesight and memory, and may help prevent urinary tract infections as they contain substances that discourage bacteria from attaching to the lining of the urinary tract.”

Complementing the trend of functional claims becoming increasingly more common in dog diets, the growth in pet supplements was also prominent at SuperZoo. Many pet food manufacturers are expanding into the supplements space, alongside supplement-focused manufacturers. Across the supplements space, manufacturers appear to be focused on five core indications: calming, skin & coat, mobility/joint, digestion, and immune. However, similar to functional diets, there are an increasing number of “all-in-one” supplements offering multifunction support.

The growth in supplements is driven in a decline in functional treating, which had been an area of growth for manufacturers in previous years. However, it appears that manufacturers are adjusting to pet parents’ desire to be able to administer supplements in a precise, quantifiable amount, rather than through administration of random amounts in treating.

As we have noted in previous articles that discuss functional diets, these OTC products are not intended to replace prescription diets deemed necessary by your veterinarian. Rather, these functional claims are intended to highlight the holistic benefits that these ingredients can provide to your dog. However, it’s always best to check with your veterinarian before making dietary changes, or starting your dog on a new supplement.

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