Supporting Pet Wellness
Why your clients should be recommending (and selling) pet supplements.
Watch TV for an hour or two and you’re bound to see at least one commercial for a supplement aimed at boosting health, whether it’s for memory, digestion or immune support. Supplements are big business, with consumers spending over $30 billion annually out of pocket for these products.
The pet supplement market is also booming, now nearing $3 billion a year. This growth has far exceeded predictions from just a few years ago. As people increasingly treat their pets like family members, they’re more willing to invest in their overall wellness. The rise of human self-care trends has directly influenced the development and popularity of pet wellness products and services.
Because supplements are so easily available in stores and online, some veterinary clinics may carry only a limited selection, or none at all, assuming clients will simply buy them elsewhere. However, this mindset can result in missed opportunities. Clinics should be discussing, recommending and selling well-researched, proven supplements directly to pet owners.
Many consumers mistakenly believe that all supplements, whether for humans or pets, are regulated by the Food and Drug Administration (FDA). In reality, the FDA does not regulate these products, leaving the market flooded with unregulated and potentially unsafe options. A “natural” label does not guarantee that a supplement is safe, consistent or effective. Instead of relying on internet advice or flashy packaging, pet owners should talk to their veterinarians, who can recommend trusted products from manufacturers that adhere to strict quality standards.
No supplement is a cure-all, but many can play a meaningful role in preventing illness or slowing the progression of disease. This is especially true in the growing market for supplements tailored to senior pets. Thanks to advances in nutrition and veterinary care, pets are living longer than ever. Today, about 58% of pet-owning households include at least one senior pet. Older dogs and cats may benefit significantly from targeted supplements that support aging bodies and changing nutritional needs.
Know the categories
Antioxidants are compounds that help neutralize free radicals, which are unstable molecules that can damage cells and contribute to aging and disease. These antioxidants may include vitamins, minerals, amino acids and enzymes. They support immune function, reduce inflammation, and help protect against chronic illness.
Probiotics are beneficial microorganisms that support gut health. They help rebalance intestinal flora following illness or antibiotic use and are especially helpful for pets with chronic digestive issues. These supplements are often paired with prebiotics, which are non-digestible food components like certain fibers. Prebiotics serve as nourishment for beneficial bacteria, helping them thrive and multiply in the digestive tract.
Liver health is another area where supplements can be beneficial. One commonly used supplement is S-adenosylmethionine, or SAM-e, which mimics the function of glutathione. Glutathione is a compound produced naturally by the body to detoxify and protect the liver. Liver supplements are frequently recommended for pets with conditions like gallbladder disease, hepatitis, or those recovering from toxin ingestion.
Joint health remains one of the most common reasons pet owners turn to supplements. Glucosamine and chondroitin sulfate have been widely used for decades to help manage osteoarthritis and joint pain, although their effectiveness is still debated in some circles. In contrast, essential fatty acids (EFAs), particularly omega-3s derived from fish or krill oil, have strong scientific support. Studies in dogs with arthritis have shown measurable improvements in lameness and weight-bearing when given omega-3 supplements. These fatty acids also contribute to healthier skin and coats, support heart function, and aid in brain development.
While joint supplements are well-known, the issue of muscle health in aging dogs has been largely overlooked until recently. As dogs age, they often experience sarcopenia, which is the loss of skeletal muscle mass. This can lead to a decline in strength, endurance and overall activity. A reduction in physical activity due to muscle loss can quickly snowball into further muscle disuse, leading to decreased mobility and a lower quality of life.
A promising new ingredient in this area is ursolic acid, a naturally occurring compound found in apples, basil, rosemary and other plants. Research has shown that ursolic acid benefits skeletal muscle health by influencing mRNA expression in muscle tissue, helping to promote muscle mass and strength. In January, Virbac introduced Ursolyx Soft Chews, the first supplement specifically formulated to enhance muscle function in aging, active or recovering dogs. These once-daily, bacon-flavored chews typically produce noticeable improvement within about eight weeks, helping dogs regain strength and improve their quality of life.
As the pet supplement market continues to grow, and more specialized products enter the market, veterinary clinics have a valuable opportunity to take a leadership role in pet wellness. By proactively educating clients and offering high-quality, science-backed supplements in-house, clinics can provide a trusted source of care that benefits both pets and their owners.
Veterinarians play a crucial role in helping pet owners separate helpful products from marketing hype. By stocking and recommending proven supplements from reputable manufacturers, clinics can build client trust, improve pet health outcomes, and increase revenue. This partnership between pet owner and veterinary provider ensures that animals receive the safe, effective support they need throughout their lives.
Quality counts
One way to verify the quality of a pet supplement is by looking for the NASC Quality Seal. The National Animal Supplement Council (NASC) is a nonprofit organization established in 2001 to promote and protect the health of companion animals and horses. NASC works to standardize regulations across state lines and requires participating manufacturers to meet stringent quality guidelines. Companies must complete a rigorous application process, follow NASC’s Quality System Requirements, and pass a third-party audit every two years. Clinics can refer to the full list of NASC members at nasc.cc/members to ensure they are recommending high-quality products.
Photo credits:
- istockphoto.com/tolgart
- istockphoto.com/Brothers91
