Petfood & Animal Nutrition 2.0 Magazine: The Science of Supplements

As pet parents see the positive effects of supplements in their own lives, a steady demand continues for comparable animal nutrition products. However, the landscape is far more difficult to navigate on the pet side, with different and sometimes non-existent standards for testing, ingredients and regulation. Brand holders can take measures to rise to the top, though, aligning with best practices and going the extra mile to connect with curious consumers. Takeaways include: *Clinical trials are not required for animal supplements as they are for veterinary pharmaceuticals. *Many common pet supplement ingredients are not approved for nutritional purposes in animals. *Product websites with testimonials and clinical trial information can help win consumers to brands.