Pet Nutrition – Keeping Dogs In Top Form

Pet Nutrition – Keeping Dogs In Top Form

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June 1, 2021

With more and more customers transferring their health-conscious choices and fit lifestyles onto their animal companions, the pet supplements market is anticipated to stay on the rise and an increasing number of supplement providers decide to tap into the opportunity lying within pet nutrition category. With PATS tradeshow, UK’s biggest event for pet trade, happening in March, this month we’ll be focusing on our range of dog supplements and how they can greatly compliment your current health supplement offer.

As owners continue to view pets as family members, the market for pet food is on a steep rise as food products more and more resemble those which you might find on a grocery store shelf for humans.

For quite a few years now the pet market’s overall focus on wellness has led to many pet owners paying a lot more attention to their pets’ nutrition, scrutinizing ingredients and seeking out premium quality products to ensure that their pets stay healthy and happy. Pet owners are reading ingredient lists, inspecting nutritional claims, and growing more and more aware of how a pet’s diet can impact a host of health conditions, including weight and age-related issues, anxiety, skin and coat problems, mobility and energy levels reduction.

Pet supplements market overview

A recent TechNavio market research report charts out a bright future for dietary supplements in the global pet-health market. The market researcher predicts a compound annual growth rate (CAGR) of 5.26% for the global pet-supplements market moving forward between 2016 and 2020. Just in the US, the retail sales of pet supplements in 2016 amounted to US$580 million, with dog owners purchasing the majority of pet supplements, buying three times as much as cat owners.

dog with treats and nutrition

In the UK market for pet supplements is worth around £100 million and growing at 7% per year. It is definite that the category hasn’t reached its peak and that the positive trend will be visible in the years to come. Pet Care is a resilient market that was relatively unaffected by the economic downturn, so despite the expected decline in consumer confidence following the EU referendum, the market will continue to grow over the next few years.

Trends such as pet humanisation have led to the development of food products such as probiotics and supplements, while technology targeted at pets has become more prevalent. Emerging research on improving pet health and sector innovations will continue to drive sales and pique the interest of consumers.

Pet specialist retailers and superstores experienced a positive performance during 2016, however it’s the online specialists that have witnessed the biggest growth, with names such as Zooplus, Pet-Supermarket or PetShop gaining remarkable weight, which just goes to show the immense potential lying within the pet health category.

2017 witnessed a continuation in premiumisation, with brands and manufacturers looking to meet consumers’ demands by launching products with high specific value and targeting very certain factors such as age, breed, lifestyle, weight or size. Nevertheless, innovative and segmented products do not always have to mean high prices. The strong presence of premium products and brands in large grocery retailers and private label launching products is resulting in affordable unit prices which pet owners can enjoy.

dog man pet nutrition quote

Importance of correct nutrition at various life stages

There is definite opportunity for supplement marketers that offer condition-specific products to compete with similarly formulated pet foods and pet treats, but that means addressing the issue of palatability. A long-standing problem for pet supplement manufacturers is providing a product that pets will actually want to consume.

All pet nutrition tablets offered in HTC range are enriched with chicken liver flavour, which even the fussiest of dogs won’t be able to resist. At HTC, we aim to go beyond industry standards by using the finest ingredients to sustain health and providing a better quality of life for pets.

The range we have created targets not only large and smaller dogs addressing different needs of various breeds with our joint health supplements, but we also provide age-specific multivitamin solution with formulas designed to support dogs at different life stages, which is very important as their nutritional requirements significantly change over time. Growing puppies should receive vitamins they need for healthy tissues, strong bones, and overall good health. Older dogs however, often tend to absorb fewer vitamins, minerals and electrolytes through the intestinal tract, and lose more of them through the kidneys and urinary tract, which means greater need for nutrients’ replenishment. Also, some older animals eat less (due to conditions such as oral disease) and may not receive their daily needs of vitamins and minerals. Aging senior dogs have special nutritional needs, with many of them suffering from arthritis, and their intake of vitamins and minerals should be different than those of young puppies.

Glucosamine and Chondroitin – Joint support tablets

Consumer research indicates that mobility issues are in the top three health concerns, along with dental and skin conditions. With the population of aging, overweight pets growing, coupled with greater consumer awareness, the market for mobility supplements will continue to thrive.

Contrary to popular belief, joint supplements are not only reserved for senior dogs or breeds particularly prone to dysplasia and arthritis. It is true that bones-strengthening supplement can greatly benefit adult dogs by reducing the rate of bone-degradation and lessening the chance of injury, but it’s important to realize that they are also suitable for younger dogs. Many young dogs, especially those training agility or flyball, tend to have inflammation-based joint problems as a result of over-doing things.

Glucosamine and Chondroitin tablets for small breeds

Designed specifically to support mobility in smaller breeds. Glucosamine which is a naturally occurring substance found in the fluid around joints, helps keep the cartilages healthy and joints comfortably flexible. Enriched with Chondroitin, MSM (methylsulfonylmethane), Calcium and Vitamin D3 for healthy and strong bones. The content of active ingredients and the size of the tablet is reduced which makes it easier to ingest for smaller dogs.

Glucosamine and Chondroitin tablets for large breeds

Designed specifically for medium and larger breeds, to support mobility and healthy joints. It has a slightly lower content of Calcium and Vitamin D3 comparing to smaller breeds version of this supplement, but it’s enriched with many more vitamins, including Vitamins from group B, as well as Vitamins A & E, renowned for their antioxidant properties, and minerals, such as Potassium, Magnesium, Iron and Zinc. The content of active ingredients and the size of the tablet is much larger to keep up with higher requirements for these nutrients in larger dogs.

Multivitamin – General health & wellbeing

Whilst pet foods undoubtedly give dogs the calories they needs for energy, food processing and storage destroy much of their goodness, making it difficult to ensure that the animals receive all the required nutrients from food alone.

Vitamins can improve the quality of pet’s life. They help regulate body processes, protect the body from environmental toxins, and break down nutrients such as carbohydrates, proteins, and fats so the body can utilize them. Vitamins work with minerals and enzymes for digestion, reproduction, muscle and bone growth, and maintenance of healthy skin and haircoat.

Using convenient multivitamins is a great way to give dog’s immune system a boost and keep them feeling their best. Our multivitamin supplements have been formulated by experts to ensure the dogs receive all the essential micro-nutrients they needs for optimum health, including the antioxidant vitamins A, C and E, vitamin D3 for strong bones, vitamins from group B for maintaing hormonal and energy balance. This coupled with a good supply of trace minerals including Potassium, Magnesium, Iron, Sselenium at Zinc creates a truly unique formula adressing multiple needs and supporting vital organs and body processes.

Multivitamin for senior dogs

Multivitamin tablet designed specifically with senior dogs in mind, to support general health and good condition. It has slightly higher content of certain minerals such as magnesium and selenium, as well as Zinc, which is not produced naturally by the body. Additionally it contains Vitamin K for further bones support, as well as Biotin and Panthotenic Acid to help the body break down the fat and release energy from food, comparing to adult tablets.

Multivitamin for adult dogs

Multivitamin tablet designed to support general health and good condition in adult dogs. It delivers a wide spectrum of vitamins and minerals and it also has a slightly higher content of vitamins D3, for bone support and B12, as well as a higher amino acids profile. Amino acids are the basic building blocks of protein and are needed to create muscle and tissue.

Multivitamin for puppies

Multivitamin tablet designed to support healthy growth and development in young dogs (6-12 months). It delivers a wide spectrum of vitamins with a slightly lower content of some minerals, but a higher amount of Taurine to support heart health and maintain energy levels and Vitamin C, which has antioxidant properties and contributes to collagen production and joints development, which is crucial to give young dogs a healthy start.

Our Pet Nutrition range comes in bulk packaging with an MOQ of 1 carton (6,000 tablets) or in finished packaging, depending on your requirements. For more information on these products or for a free instant quote, contact our sales team now on +44 1923 652529 or email

*Claims for food supplements mentioned in this article are not meant for general public, but are purely for information of food supplement industry professionals. Please note that the claims are not authorised by European Food Safety Authority for use on labels or marketing materials.

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