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  • Pet Supplements Striking the Market
Pet Supplements Striking the Market

Most of the time pets are family members, which is why many pet owners purchase supplements to ensure they live long and happy lives. As we become more pet health-conscious, PET-HEALTH SUPPLEMENTS are contributing to not only the health of pets, but that of the U.S. supplement market as well.

Market researcher, TechNavio, points to a bright future for dietary supplements in the global pet-health market. Projection: a CAGR of 5.26% for the global pet-supplements market from the time span of 2016 to 2020 (nutritionaloutlook). Surprised?

There’s More

Packaged Facts reported that from 2012-2016, pet supplement sales reached a CAGR of nearly 4%, with sales of U.S. $580 million in 2016 (nutritionaloutlook). Impressive, I know.

What’s causing this growth?

Contributing Factors

  • The simple fact that people want to ensure a healthy life for their pet
  • The increasing number of patents in the ingredients marketplace as pet-health dietary supplement manufacturers formulate better products
  • Onset of age-related health issues in pets that can lead to disorders
  • Consumers educated on human supplements extends to being educated on animal supplements

Obese pets are in peril of a damaged heart, damaged ligaments and joints, and a damaged digestive system, to name a few. Supplements have the chance to get to work before this damage occurs

Ingredients Gaining Traction

Bill Bookout, founder and CEO of the National Animal Supplement Council (NASC), a nonprofit trade association dedicated to improving the health of companion animals, claims “the pet market is split approximately 50% dog and cat, and 50% for horses” (petfoodindustry).

Bookout foresees more attention in the following ingredients among pet supplements:

  • MSM
  • Boswellia
  • Yucca
  • Glucosamine
  • Chondroitin

Pet Supplements Striking the Market

These ingredients are popular in the market for supplements and nutraceutical treats for cats, dogs, and horses. Omega fatty acids are popular when it comes to seasonal allergies, itchy and flaky skin, skin and coat health, as well as unwanted or extreme shedding. Omega fatty acids and biotin is a combination often used to foster healthy horse hooves. Bookout also thinks probiotics and weight-management ingredients will gain popularity “to help address obesity- and health-related issues for pets” (nutritionaloutlook).

A Chance for Supplements To Slay

1. Weight Management
Weight management is a pet health condition of which pet owners are growing more aware and on which they want to be educated in order to keep their pets healthy. Obese pets are in peril of a damaged heart, damaged ligaments and joints, and a damaged digestive system, to name a few. Supplements have the chance to get to work before this damage occurs (nutritionaloutlook).

2. Joint Health
In 2015, “the joint-health category represented a whopping 39% share of the pet-supplements market, according to TechNavio’s market research report, and is forecasted to grow further” (nutritionaloutlook).

3. Digestion
The demand for gastrointestinal pet health supplements is growing right along with the human gastrointestinal health market. Products comprising digestive enzymes, prebiotics, and probiotics, among other ingredients can support the digestive health of pets, balancing good and bad bacteria levels—just as they do in humans (nutritionaloutlook).

Market Competition

Packaged Facts survey data unveiled that both digestive and joint health pet food supplements top the list of supplement types most frequently purchased. Moreover, pet owners are seeking out supplements to support cognitive health, heart health, and skin/coat health. Here lies the opportunity for “condition-specific products to compete with similarly formulated pet foods and pet treats” (petfoodindustry).

While hairball control supplements remain in high demand, marketers have started targeting other conditions specific to cats. This means focusing more on “the other companion animal” that does not always get as much attention as the dog (petfoodindustry).

Overall Palatability
A common roadblock for pet owners is finding a way to get their pets to actually ingest the supplement. Disguising supplement products by wrapping them in cheese or smearing on peanut butter are two nuisances that will soon be unnecessary, as supplement makers are developing functional treats. That includes exploring alternative forms such as chews and finding other ways to make supplements easier for pets to take (petfoodindustry). These innovations are paving the way for a bright future of the pet food supplement market AND pet health for years to come.


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Our Response to COVID-19

Our Response to COVID-19

Makers Nutrition would like to take a quick moment to update you all that we are still in full operation and functioning at normal pace at this stressful time as the Department of Homeland Security declares supplement manufacturers an essential service (See Here).

As the outbreak of COVID-19 continues to unfold, we would like to inform you of the measures we have/are taking to ensure the best possible support to our customers, the health and safety of our employees, and the continuity of our business.

Support to our Customers

Meeting the needs of our customers has always been the highest of our priorities. In the uncertain future of what is to come, we are utilizing our great supplier relationships, overstocking commodities to supply our manufacturing demands, and relying on our industry experience to provide the best possible support in this unfortunate circumstance humanity faces.

Health and Safety of our Employees

The health of our employees is what keeps us at peak operating capacity. Makers Nutrition’s facility is an FDA-regulated environment. Our employees have been trained to follow the protocols outlined in our Standard Operating Procedures (SOPs). These procedures cause us to operate in a manner that prevents the spread of any illness that can affect our manufacturing processes. As extra precautionary measures, we have implemented further procedures:

Makers Nutrition plays a major role in our network in providing major retailers (including Amazon) and customers all over the United States for their essential needs such as Nutritional Proteins, Meal Replacements, Multivitamins, Super Greens, Electrolytes, Vitamin C, as well as other supplements to assist and aid consumers’ immune systems’ ability to help eliminate pathogens and recover faster.

We understand the weight of our role and responsibility as a manufacturer. We will do everything in our power in these uncertain times. We will stay optimistic and hope to work through this together. We thank you for all your business and support. Should anything else change in our establishment, we will notify all of our customers and vendors. All of our customer sales executives are available to you 24/7 to help assist you with your needs, so please feel free to reach out as you normally would.

Thank you all

Be safe and be kind to one another

Jason Provenzano
President, CEO

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