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Pet Supplements in the U.S., 6th Edition
For quite a few years now the pet market’s overall focus on wellness has led to many pet owners to pay a lot more attention to their pets’ nutrition, scrutinizing ingredients and seeking out premium quality products to ensure that their pets stay healthy and happy. Pet owners are reading ingredient lists, inspecting nutritional claims, and growing more and more aware of how a pet’s diet can impact a host of health conditions, including age- and obesity-related issues, anxiety, skin and coat issues, and energy levels. Packaged Facts’ Pet Supplements in the U.S., 6th Edition report is a detailed examination of how this wellness trend is playing out in the pet supplements market as marketers seek new ways to make supplements an integral part of their pets’ wellness routines. With sales of $580 million in 2016, up 3.5% from the previous year, the pet supplements market is expected to show moderate but steady growth for the foreseeable future, bolstered by a continued focus on health and nutrition in the overall pet market.
Pet supplement marketers are competing against a full court press by marketers of functional treats and foods, which are attempting to draw sales away from pet supplements as pet owners seek out ways to address their pets’ nutritional needs in more convenient and pet-pampering formats. Condition-specific formulations abound on pet food shelves, and the pet supplements market is responding via new products that provide relief from a range of health issues. Many incorporate ingredients borrowed from human supplements, with digestive health, joint health, anxiety, and brain health among the top sellers. In addition to these condition-specific products, Packaged Facts survey results show that pet owners are attracted to supplements that are made in the U.S. and those with natural/organic ingredients. The report also examines cutting-edge ingredients including cannabidiol (CBD), whose efficacy some pet owners applaud despite hesitance on the part of veterinarians and the National Animal Supplements Council (NASC).
Building on the analysis presented in the previous five editions of this report, this fully updated sixth edition of Pet Supplements in the U.S. covers historical and projected retail sales from 2012 through 2021, competitive strategies of key players, and trends in new product development such as alternative formulations, condition-specific products, feline supplements, natural/organic supplements, and carry-overs from the human supplements market, as well as retail channel trends. Featuring exclusive data from Packaged Facts’ National Pet Owner Survey, the report details pet supplement purchasing trends as well as attitudes and demographic characteristics of pet supplement purchasers. Additional data sources include IRI marketer/brand sales data for mass-market channels and Simmons data profiling pet supplement purchaser attitudes and product preferences.
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