1A)  The most important gaps, if you want to define them in this way, in the pet supplements sector compared to the human supplements sector, certainly include the regulatory factor, which is tough in some points, but it nevertheless maintains an important guideline in the sector, even in the livestock sector, and the ongoing challenges facing the highly competitive market. The right key is to diversify, preserving the scientific aspect of the product.

1B) It is highly necessary to be specific species towards the vet market, as certain product characteristics are required, capable of meeting the requirements of both the veterinarian who usually prescribes the parapharmacy and also the customer.
 It is important to know how to choose from the strains library, having the right know-how within R&D, to cath up the necessities of the consumer and be able to stay one step ahead of the competitors.

1C) It depends a lot on the specific sector, for which the supplement is developed. Very often, too much humanization is created towards the animal, bringing the customer’s attention towards an aspect that is too marketing-oriented. However, the human’s approach to the pet world also leads him to consider more what the animal’s needs are, while trying to maintain a critical eye that is truly functional to the animal’s physiological state.

1D) All the aspects mentioned are important, as one specification cannot be ignored like another. The market is highly competitive, and more and more requires products that actually work, but also be produced in less time, to be able to face the ongoing challenges.

1E) They influence customer’s decision very positively, as the trend is to develop more and more green products, also produced by in vitro tests or non-traditional methods, so basically the market is very picky on ethical aspects.

1F) As for the world of probiotics/postbiotics, have a good gastrointestinal response, both in the preventive and occasional treatment phases. Furthermore, since there is a tendency to develop products with multiple strains present within them, having “side” effects, which cover other areas of the body, such as the gut-brain, gut-skin axis. A 360-degree approach!

1G) Consumers need clear labels that say exactly where the product is going. Very often you see products with unclear labels and this leads the customer to move towards more targeted choices. The customer truly interested in the animal’s well-being searches for the optimal product for his friend

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1H) One of the ever-increasing challenges is to produce, as mentioned, ethical products that respect animals and the environment. One Health theory is increasingly valid nowadays.

1I) Customer feedback is essential to be able to develop ad hoc products, meeting realistic market needs. Obviously, scientific opinion is always respected and must be integrated into product development.

1L) The use of probiotics and what acts from within certainly has a significant impact on society. More and more, the knowledge of well-being is spreading, starting from the supplements and a correct diet/lifestyle.

4A) The key factor for a product will certainly be its intrinsic value and real effectiveness, to be able to increasingly counter the challenges that come from the external environment and that “put at the wall” pur bodies. A truly game changer!

4B) Science and a great education/knowledge will be the key factors for the consumer. Establish a real connection with the customer, so that we can immediately resolve the increasingly frequent problems within the animal world.