1B)  James Kyffin: While human data can offer helpful initial insights, it doesn’t fully account for the unique biology of dogs and cats. Research designed to be relevant to each species helps confirm that ingredients are safe, well-tolerated and beneficial for the species they’re intended to support.

 1C) Colton Clason: Not all functional ingredients found in human supplements are suitable for pets; however, some can have positive health impacts in dogs and cats. Before these ingredients are used in pet products, the safety and efficacy of these ingredients should be scientifically demonstrated. Ultimately, when consumers shop for a pet-safe version of their favourite human supplement, they should take into consideration species-specific needs and not just the latest trends. Ingredient research and veterinary recommendations can help consumers make informed purchasing decisions about the most effective products for their pets. 

1E) Clason: Many pet parents are drawn to wholesome or familiar ingredients and shorter ingredient lists, in addition to responsibly sourced ingredients, energy efficiency, a smaller carbon footprint and packaging for recyclability. These trends are not always the main purchase drivers, but they play a role in consumers’ purchasing decisions, particularly among younger generations. Products with “clean label,” sustainability and/or transparency claims often have a premium price, which can be a trade-off in times of economic uncertainty.

1F) Lindsay Sumners: Clinical evidence for pet supplements can be as robust as research behind human dietary supplements. Globally, 77% of pet parents believe it’s worth paying more for pet products featuring ingredients that provide functional benefits (1). Trust plays a significant role in these spending decisions, with 69% of pet owners saying they trust products with branded ingredients over generic alternatives (2). Whether or not functional ingredients are branded, scientifically substantiated claims are critical in new product development.

1H)Sumners: It is important to follow guidelines set forth by regional animal care and ethics committees. Clinical study designs may be limited to healthy animal populations, and animal recruitment using client-owned dogs or cats can lead to long study timelines and potentially reduced sample sizes. However, medical and veterinary research experts with experience in planning and conducting pet clinical trials should be able to overcome these challenges.

1L) Clason: Pet care has become more proactive, with a greater focus on pet well-being at all life stages, as 71% of pet parents say they seek out products to support their dogs’ or cats’ longevity (2). Consumers have a “made for my pet” mentality, where they’re seeking products to address common concerns like skin and coat health, joint health and mobility, dental and oral health, digestive health and general wellness. Much like in humans, there is no single solution to healthy ageing, but we expect pet owners to continue purchasing products marketed for proactive wellness.

2A) Sumners: For any type of dietary supplement, it’s essential that functional ingredients maintain efficacy throughout the product’s shelf life. Postbiotics are particularly well suited to deliver functionality in a variety of applications. As heat-treated microorganisms, postbiotics retain stability and functionality when subjected to harsh manufacturing conditions common within the pet food industry, such as hot extrusion and retort processing. Application scientists thoroughly validate ingredient efficacy across product formats to support health claims.

2B)Clason: Practicality and simplicity are incredibly important factors for consistent pet supplement use. For example, oral hygiene in dogs is important to their overall wellness and it’s a growing concern among pet owners, yet regular toothbrushing can be challenging. A routine dental chew that includes a postbiotic with demonstrated support for the canine oral microbiome and a shape/texture that encourages mechanical action can help keep dogs’ teeth clean and pet parents happy.

2C) Sumners: Pet supplement formulations depend on the science behind the solution. In some instances, a single postbiotic can support a healthy oral microbiome. Meanwhile, products that have a broader scope, like support for healthy ageing or general well-being, tend to use blends of functional ingredients, much like human multivitamins.

2D) Sumners: Dogs and cats not only differ physiologically, but there are also notable differences in flavour and texture preferences between the two species. Cats are notoriously picky eaters, which can often lead to palatability challenges when formulating supplements. As dogs and cats age, pet parents may notice a change in their pet’s flavour or texture preferences. With the high prevalence of dental issues in senior pets, formats like soft chews may be more suitable for older pets with sensitive teeth.

Overall, differences between pet categories help inform product format, proper feeding rates, palatability and which health challenges to address. For example, research shows global dog parents are focused on keeping dogs active and healthy for longer, while cat parents have a more preventative mindset and focus on maintaining cats’ wellness (2).

4A) Kyffin: Success in the pet supplements sector depends on robust scientific evidence with supporting claims specific to cats and dogs. Repeat purchases are earned through trust; to earn the trust of pet parents, veterinarians and specialized retailers, pet wellness products need to be efficacious and beneficial to pets. A holistic, proactive approach to pet wellness also stands out, particularly microbiome-supporting ingredients with effects on skin health, behaviour, dental care, and metabolic health.

4B) Kyffin: Over the next decade, the combination of education, science and regulation will each play an increasingly important role as their connections continue to strengthen. As consumers and pet parents become more proactive in researching the products they and their pets consume, they are turning to scientific evidence to inform their decisions. At the same time, growing demand for transparency and healthier ingredients is already reshaping the global regulatory environment, so it’s likely this trend will continue or even accelerate.