From Natural Products Marketplace
When retailers are looking to increase pet-health sales, they can look to the human market to see what products will be hot sellers in the pet industry. As Steve Marton, CEO, HALO, Purely for Pets, noted, “Our industry is often one step behind human natural products trends. So now, concerned pet owners are reading the ingredients, and also learning to understand them.” He added, “Consumers are seeking higher quality ingredients they’d eat themselves, such as real chicken, salmon or beef.”
Hot trends in both the human and pet markets these days are local, sustainable and green products. “People are interested in purchasing treats for their pets that include locally sourced ingredients,” said Patrick Meiering, founder of Zuke’s. “They want to be clear on what is in the product and where those ingredients came from, so it is more important than ever to be transparent and to maintain clear and open dialogue with your consumers and your representatives. We have also found that consumers wish to support companies that have various philanthropic efforts.”
And, pet parents want those local products to be natural. In his practice, Bob Berger, Ph.D., veterinarian and head research scientist, Health Factory, said he used to prescribe pain medication and steroids as needed without complaint from clients, but now he faces resistance to these conventional medicines. “They would rather go the natural way using Ayurvedic or homeopathic means,” he said, adding, “The nice thing about the pet industry is that there are really good supplements out there.”
Kyle Polanski, CEO, Blue Dog Bakery, also sees the natural trend getting bigger. “We hear from consumers every day who tell us they want natural items because they believe they are healthier, and they feel they can trust a natural product, particularly one that’s made in the United States. Consumers also want to buy products that align with their ideals and beliefs (even for their pets), and buying natural increasingly aligns with those beliefs.”
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