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Supplement Perspectives

Recognizing Innovation in the Animal Nutrition, Pet Supplements Sectors

<p>As demands for pet nutrition increases, manufacturers and marketers are innovating to bring new solutions to market.</p>

Consumers aim to keep their families healthy with nutritious, natural foods and supplements to fill the gaps, support healthy development and build strong immune systems. Pets are increasingly included in the equation, and consumers are buying specialty foods and supplements for these furry family additions.

According to analysis by Gfk and reported in a recent INSIDER infographic, global sales of pet food amounts to roughly US$70 billion, and two-third of sales take place in the United States ($24 billion per year) and Europe ($20 billion per year). Dog owners represent the largest share of global spending. Considering natural, the United States leads in sales of “natural" pet food, which accounts for 69 percent of dollar sales in the pet retail channel. Globally, natural pet food is seeing interest in the U.K. (38 percent of sales in the pet retail channel), the Czech Republic (22 percent) and Greece (20 percent).

Additionally, consumers are turning to nutritional ingredients in pet supplements to keep animals healthy and to support healthy joints, shiny coats, digestion and more.

As demands for pet nutrition increases, manufacturers and marketers are innovating to bring new solutions to market. At SupplySide West 2017 in Las Vegas, Sept. 25-29, new exciting, effective consumer packaged good (CPG) products in the animal nutrition category will have the opportunity to be recognized as part of the SupplySide West CPG Editor’s Choice Awards. INSIDER editors review new product launches across a range of categories, including the animal nutrition category, to determine which products stand out (products are selected based on market innovation, consumer need, scientific substantiation and the "cool" factor). Five finalists in each category will be recognized at SupplySide West, and one winner will be chosen—as determined by our health and nutrition editors—and announced at the show. There will be additional media coverage across the SupplySide Health & Nutrition Network brand sites, including photos and discussion of each brand’s unique positioning.

Nominations are open through July 31, 2017. Products must have been launched to the U.S. consumer market between Summer 2016 and July 2017. Product prototypes are not eligible. A minimum of two product samples are required for each product entered, so make sure to allocate plenty of time to complete the nomination process and provide samples by the entry deadline.  

We here at INSIDER look forward to your nomination, and can’t wait to see what’s new, exciting and innovative in the animal nutrition category.

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