Commentary article

In this Panel Discussion, several leading experts from the pet supplements industry have been invited to explore the key drivers and barriers shaping pet health and wellness. The conversation will focus on scientific gaps, regulatory landscape, formulation challenges and future perspectives of pet supplements.

Supplement Innovation for Pets is Evolving

Innovation that advances nutrition- and health-focused solutions has great potential to enhance quality of life and improve health-span for pets. Decades of my professional journey have been spent applying science and creative design to build products and services that cater to the (unmet) needs of companion animals and their owners. Feedback from industry and academic stakeholders provides immense opportunity to learn from cross-functional perspectives and experiences. Innovation thrives when curiosity is unleashed, new perspectives are sought and paradigms are challenged. Feedback from an expert panel in the pet supplement industry is summarized below. This insight is intended to help catalyze creative ideation, present a consumer-centric shift in the way products are brought to market, create awareness of what builds and erodes consumer trust, and ultimately the development of safe, effective and scientifically sound next-generation pet supplements.

Scientific Gaps

Comparative R&D has value when evaluating mechanistic plausibility across species. Due to physiological differences between species, genders, life-stages, breeds, and geographies, reliance on extrapolated data is risky and insufficient when the objective is to substantiate the safety, proper dosing and efficacy of a product design. Data extrapolation should not replace safety (both acute and chronic use), pharmacokinetic or efficacy trials conducted in target species. Pharmaceutical-level and/or veterinary clinical trials are not necessary in most cases. Credible evidence in dogs and cats is quickly becoming a must-have asset that drives consumer trust. These data paired with in-home testimonials and clear marketing messages can help build the trust of consumers and key influencers alike. Borrowed narratives from other species disguised as substantiating proof lessens credibility and compromises competitive advantage. Innovators can address the demand for species-specific data through improved research efficiency. Agility and higher confidence in data can be achieved with collaboration, standardization of research methodologies and pet-specific biomarker validation.

Consumer behaviors suggest that a one-size-fits-all whole-body approach to supplementation is waning and a proactive root-cause approach is creating demand and driving innovation. To address this mindset, development of diversified supply chains and cutting-edge ingredients that target cellular functions such as mitochondrial health, antioxidant status, endocrine and metabolic regulation and anti-inflammatory pathways are rapidly emerging. Product designs which address inflammation, gut health, cognitive health and microbiome, adequate intakes of omega fatty acids, aspects of healthy aging and improved health span present future opportunities for research.

Closing the credibility gap with consumers and veterinarians can be accomplished with investment in larger scale, scientifically rigorous, species-specific trials. Intentional protocol design and data interpretation that acknowledges the limitations of owner compliance, bias, and variability across a sample population helps reign in overreaching conclusions and inappropriate data application. Clear communication and transparency around limitations of a data set is essential to build long-term trust with consumers.

Regulatory Landscape

Several factors contribute to long timelines to market launch, consumer confusion and regulatory challenges in multiple countries. These include but are not limited to:

• an overall fragmented regulatory landscape
• lack of standardized regulatory frameworks
• misleading overly broad or vague claims language
• claims wording that resembles medical language or disease references

International companies must adapt all labeling to meet the regulatory requirements of each target country which can lengthen time to market. In the United States, speed to market and claims flexibility has regulatory ambiguity and inconsistency. In contrast, EFSA in the European Union forces mandatory ingredient approvals which lengthens timelines and limits claims. For these reasons and to help create speed to market, claims language and the required regulatory path (e.g., US structure function vs. EU nutrition or “feed-based” only) to market should be determined early in brand development or product innovation timeline. Targeted and simple claims that can be scientifically reproved and have the backing of key influencers in the industry will drive innovation, consumer acceptance and loyalty.

Formulation & Manufacturing

Excellence in formulation, supply chain control and quality assurance is essential. Ensuring the product delivers what is on the label is largely determined by rigorous programs that effectively manage and measure:

• raw material purity and contamination mitigation
• consistency from batch to batch
• effective use of antioxidants, antimicrobials
• critical control points at all stages of manufacturing

Consistently delivering purity, stability and shelf-life, sets brands and manufacturers apart, which in turn benefits the whole value chain.

Robust quality control data with transparent communication to consumers serves as a powerful differentiator for brands and manufacturers.

There are other aspects of product innovation that demand attention in all stages of pet supplement development including:

• Product form – appropriateness for application and form integrity
• Palatability and acceptance
• Physical sensory characteristics
• Dosing accuracy
• Product stability through processing and shelf life

These criteria can and should be met through innovative formulation expertise which prioritizes not only meeting nutrient or active ingredient requirements, but principles of food science as well. It is incumbent upon nutritionists to employ innovative palatability, targeted antioxidants and antimicrobial solutions (including water activity) to build effective products. Fortification levels of active and guaranteed ingredients should account for manufacturing and shelf-life losses. Tools to help create product form and consistency, tailored to both consumer and pet preferences, must be accounted for to help support success in market.

Next Generation Pet Supplements & Industry Credibility

Brands can build competitive advantage through relentless consumer-obsessed innovation. These brands will consistently invest in well-designed scientifically rigorous trials in target species and communicate learnings in a meaningful and transparent way with consumers. Certified manufacturing, clear labeling, and ethical, traceable sourcing of raw materials will help build trust with consumers and industry stakeholders. An aligned global approach to regulatory principles could streamline development processes and clarify claims language. Pet supplementation has evolved into more sophisticated and proactive wellness and longevity solutions driven by humanization and premiumization trends compared to simply treating for enjoyment. Sustained growth and longevity in the pet supplement space is contingent upon stakeholders adopting contemporary paradigm shifts and keeping consumers at the heart of the innovation process. In other words, whoever proves, delivers, and documents value most credibly (vs. best-in-show marketing) will create market acceptance quickly.

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Panelists

Violetta Insolia
Active Group

James Kyffin, Colton Clason, Lindsay Sumners
ADM

Sathya Sooryan
Arjuna Natural Animal Nutrition

Dom Orlandi
Aroma New Zealand

Alexandra Wesker
Aseno

Vincent Wood, Behnaz Shakersain, Karen Hecht, Astrid van der Staaij
AstaReal

Claudio Isenburg
Cerbios-Pharma SA

Leah Bessa
De Novo Foodlabs

Katia Merten-Lentz
Food Law Science and Partners

Veronique Brun
Biotexia (formerly known as Fytexia)

Oliver Wolf
Gelita

David Foreman
Herbal Pharmacist Media

Armando Antonelli
Hylobates Consulting

Isabella Corsato Alvarenga¹, Arthur C. Ouwehand², Renee Machen¹
1. IFF Pet
2. IFF Health

Antonella Riva
Indena Spa

Dayna Lozon, Brandon Walters, Ray A. Matulka
Intertek Assuris

J.F. (Jake) Burlet¹, Ronaldo Avella Lavado²
1. CanBiocin Inc.
2. Pda (Paul Dick Associates)
On behalf of International Probiotics Association (IPA)

Aida Gadzhieva
IQVIA

Karen E. Todd
Kyowa Hakko

Francesca Susca¹, Cassandre Dujardin²
1. Lallemand Animal Nutrition
2. Lallemand Health Solutions

Mary Joe Fernandez
Layn Natural Ingredients

Jessica Simonis
Clinical Nutritionist

Rajiv Khatau
Lodaat Pharma

Greg Cumberford
Natures Crops International

Sybille Buchwald-Werner
Newday

Guus Kortman
NIZO Food Research

Thaila Cristina Putarov, Russ Kelley, Bernadette Beadle
Phileo by Lesaffre

Alicia Kasch, Steve Peirce
RIBUS

Maggie McNamara
Saanroo

Shaheen Majeed
Sami-Sabinsa Group

Linda Carola Baggi
Sacco Srl

Salma Zahidi
Seppic

Cem Dik
Syensqo

Laetitia d’Ursel¹, Noah Craft¹, Lindsey Wendt²
1. People Science
2. Crystal Lotus Veterinary Care

Discover the complete panel discussion, including expert insights and key takeaways, in the digital edition.