1A) There are a few key differences between the human and pet supplement industries that revolve around the central theme of variability. The human supplement industry exists with its own specific set of standards. In contrast, pet supplements are either classified as food or animal drugs without its own category. Compared to the human supplement industry, there are fewer guidelines on the types of claims a company can make and the amount of science that is needed to support them. Additionally, ingredient companies can maximize claims by focusing on generalizable parameters that can be applied to multiple species of animals. However, the physiology of a cat is not the same as the physiology of a horse or a dog.

1B) Species-specific data is incredibly important in developing ingredients for pets. The only way to get a true indication of how a certain species will react to a supplement in a real-world environment is to run a controlled, research trial. Each species has a different diet, different gut microbiome, and, ultimately, different metabolism. An active ingredient that provides strong benefits in dogs may not give hamsters the same benefit. Safety, tolerability, and dosing similarly can vary with metabolism and weight. Human data serves as an excellent starting point, but species-specific data provides validated, scientific backing. 

1C) The humanization of pets is the biggest driver that we see in the pet supplement industry today. There are trends towards clean-label, fresh foods and away from highly processed meals that mirror the human food and supplement industries. Pet parents are certainly seeking foods and supplements that will improve their pets’ quality of life. However, we also need to bear in mind that human physiology is different from animal physiology, and what is healthy for us as humans may not have the same benefit for our pets. For example, avocados have high levels of fats that are considered heart-healthy in humans but can cause gastrointestinal distress in dogs and cats.

1D) As an ingredient manufacturer, quality is of paramount importance to us, so we focus first on purity then standardization and bioavailability. Regardless of whether our ingredients are food-grade or feed-grade, all our ingredients meet the highest standards for microbiology, heavy metals, and other contaminants. For pet supplements particularly, standardization and bioavailability hold the same importance as they do in the human dietary supplement industry. We want to make sure that our functional ingredients are having the intended effect and are being properly dosed. Matrices for pet food are also different from human supplements, so it is important to be cognizant of any matrix interactions that may confound functional benefits.

1E) Standards are changing in the pet supplement industry. As part of the humanization of pets, owners increasingly want food that mirrors or even exceeds the standard of food that they want for themselves.  Organic, clean-label, sustainable, transparent, and natural ingredients are being increasingly prioritized, but these ingredients can come with a premium price. As an ingredient manufacturer, we work to align with our customers in the face of price sensitivity they are facing for their finished formulations. 

1L) In the past few years, our team has seen the pet supplement industry follow the lead of the human dietary supplement industry. There has been interest in our established human dietary supplement ingredients now for healthy aging in the pet industry. A key trend in healthy aging is pet owners wanting to make sure that their pets are able to live healthy, active lifestyles as long as possible with maximum mobility. Anti-inflammatory agents like curcumin with increased bioavailability are being used in formulas to support bone and joint health. Secondly, the gut microbiome is an area of increased research and focus as well. Prebiotics, like high-resistance potato starch, probiotics, and postbiotics are being added to more formulations to improve long-term digestive health, immune support, and nutrient absorption. 

4A) As the pet supplement industry continues to mature, we are going to see a demand for data that supports differentiation based on quality. Pet owners are looking for brands that answer the question, “Will this make my pet feel better and live a healthier lifestyle?” Published species-specific clinical data is a big factor, and branded ingredients with clinical data are going to play a large role in setting supplement brands apart by corroborating their scientific benefits. If an ingredient is “vet-recommended,” that will significantly boost trust with pet owners. Similarly, quality standards with independent third-party validation and certifications are going to be trusted more. Simply being, “feed grade” will no longer be enough. Supplement benefits need to be reliable and consistent in order for consumers to see the difference in their pets. At the end of the day, the humanization of pets bolsters the idea that our pets need just as much focus on wellness as we do with diets that will help them live long, healthy lives alongside the rest of their family.

4B) Consumer education is a huge part of the supplement industry right now – both human and pet. People want to know how they and their pets live healthy lives in parallel. Standardizing claim and quality language would improve consumer understanding in the industry. Having consistent definitions across the US, EU, and Canada would also support consumer confidence and minimize confusion on product classification. Establishing specific, validated, and clear claims on efficacy and quality that are backed by third-party testing and research will also go a long way in improving consumer trust.