Packaging pet supplements to appeal to the human consumer

Pet supplements present “a maturing sector with room to innovate”, transitioning from a niche offering associated with vet visits – and dominated by just a few brands – to a more diverse market, John Copeland, research director at food marketing agency MarketPlace, told an audience at SupplySide West 2024.

Functional claims such as digestive health, immunity, and joint support are increasingly prevalent, reflecting growing demand for supplements that address specific health concerns.

Differentiation ‘crucial’ for pet supplement brands

A growing number of people are applying the same standards to their pets’ health and nutrition as they do their own. This shift is being driven by evolving consumer demands and changing cultural attitudes, with the continued growth of the middle classes – and concomitant rise in pet ownership – contributing to a growing focus on pet health, Copeland explained.

Meanwhile, in the US at least, pet supplements use a similar – if not the same – supply chain as those for humans, and so it is not unusual to see some trends passing over.

But with a growing number of brands entering the pet supplement space, differentiation is crucial. Copeland emphasised that clear communication of product quality is essential for gaining consumer trust.

“How do we stand out?” he asked. “One of the most important things you can do is to communicate quality in everything you do.

“That means your packaging really, really matters. That means your marketing… [and your] consumer-facing communications, the things that influence how they are going to think about your brand – those things really do matter, because what tells them whether or not this is of good quality, and that will be a factor in their purchase.”

Pet supplement consumers: A ‘demographically diverse’ audience

MarketPlace conducts an annual survey of US-based cat and dog owners. This year, 241 of about 750 respondents identified as pet supplement purchasers.

“This is a demographically diverse audience,” Copeland said, warning the audience not to “pigeonhole” pet supplement consumers, who come “from all walks of life”, and apart from the lowest income brackets, look “much like the average pet parents”.

However, they differ in their consumption behaviours, he added. Pet supplement consumers spend more than the average pet owner and across a wider range of categories, MarketPlace research indicates. What’s more, they are more open-minded to trying unusual flavours and formats, creating white space for brands seeking to target this market.

They are also more likely to shop for such products online and to use a wider range of retail channels. Online shopping drives a lot of market growth for this consumer group, Copeland said.

He added: “My advice is having a multi-channel approach.”

‘High information seekers’ scout out ingredients with specific benefits

A defining characteristic of pet supplement consumers is that they are “high information seekers”, according to Copeland, meaning they are more likely than the average pet owner to research ingredients and to use a variety of sources to do so, from YouTube and social media to branded websites and vet recommendations.

Standout ingredients for this shopper include pre- and probiotics, omegas-3 and -6, antioxidants, and glucosamine, according to MarketPlace research; however, there are differences between the purchasing habits of cat and dog owners.

For cat supplement shoppers, their first priority is finding products that address a specific health concern or need state, followed by third-party certifications and price. In contrast, dog owners tend to be more focused on overall product quality and are less price-sensitive.

When it comes to product formats, preferences vary again. For dog owners, treats with functional health benefits are the most popular choice.

However, Copeland pointed out: “Treats are not supplements – but consumers are a little confused by that, if they see a treat that offers a functional benefit.”

Soft chews are the most preferred format for cat owners, with crunchy snacks also proving popular. Texture is “huge for cat parents”, he said, because cats “are kind of picky”.

Copeland encouraged brands to “think about the ingredients themselves less so as a commodity, and more [as being] potentially the thing that could differentiate your product”.