Feline supplements gain popularity.
By Scott and Ann Springer

Liquid supplements often double as food-topping gravies to entice finicky eaters. (Courtesy of Central Life Sciences)

A decade ago, supplements for cats graced the shelves of a few stores but they were largely unknown in the industry.

Now, there are lots of supplement products on the market for cats, says Kris Donalds, a clerk at The Healthy Pet, a small chain of stores in Eugene, Ore.

“The trend we’re seeing is that people are coming in and actually looking for supplements,” Donalds says. “They see that their pets need good nutrition as much as we do.”

The Healthy Pet has seen such a demand for these products in the past few years that shelf space for these specialty products expanded to 4 feet by 10 feet, Donalds says.

Supplement Sales Have Doubled
Bret Hogan, the general manager of Western Feed and Pet Supply, a small chain in Sacramento, Calif., attributes a flood of interest in these products to three things: the pet food recall, a desire for more holistic alternatives and the ever-rising costs of veterinary care.

Sales of feline supplements have doubled at Hogan’s pet retail shop since the pet food recall.

“The recall brought topics to the forefront and people are now more educated,” says Hogan.

Other consumers who seek out supplements for their felines are looking for a homeopathic cure for what ails their pets rather than a pharmaceutical method.

“If they can get a natural remedy instead of a prescription, they would prefer that,” Hogan says.

Finally, veterinary costs have risen just as human healthcare costs have, and some owners see supplements as an alterative to a prescription.

“The cost to go to a veterinarian is a little extreme for some people, and they’d like to try something over the counter first,” Hogan says.

On the Prowl for Products
There are many supplements in this category that solve a whole host of health problems– everything from hairballs to hyperactivity, says Kathleen George, senior brand manager for Central Life Sciences, a Phoenix-based manufacturer.

Cats are infamous for having kidney and urinary tract infections, and manufacturers have addressed this health issue by offering supplements formulated specifically to address this need, George says.

Herbal and Organic Supplements on the Rise As the feline supplement category expands, it follows the trend of other niche products by going au naturel. “The natural trend is still on an upward swing,” says Bret Hogan, general manager of Western Feed and Pet Supply, a small chain in Sacramento, Calif. “And it’s only growing.” Buzz words such as holistic, organic and natural are showing up on product labels, and some products are comprised of completely natural herbs, says Kathleen George, senior brand manager for Central Life Sciences, a Phoenix-based manufacturer. Homeopathic remedies, such as cat grass, have been a hit among David Gage’s customers. “It’s great for people who don’t want their cats going outside but are looking to give their cat some relief,” says Gage, owner of Paw Lickers Bakery & Boutique for Pets in Greenfield Center, N.Y. While this niche of natural remedies is growing with the supplement segment, so is the myth that because something is natural it is completely safe, says Kris Donalds, a clerk at The Healthy Pet, a small chain of stores in Eugene, Ore. The popularity of natural products across the board has led to a flood of new products hitting the supplement market, and Donalds warns against jumping on the next “it” product. “We research the products we put in our stores and see what information and research the companies have done,” Donalds says. Her stores also look for established, reputable companies and those that market to humans and have research to back up their claims.

Digestive aids can help their body absorb the nutrition from their meals properly, George says. These supplements may also help with cats that vomit frequently or have hairballs.

In addition to solving specific health issues, many pet multivitamins on the market—just like their human counterparts—provide a daily dose of vitamins and minerals for optimum feline health, George says.

“Typically the food they eat does not provide enough nutritional support,” she adds.

Enzymes may be needed to help digest the grains and processed elements that owners feed their cats that are not part of cats’ diet in the wild, says John Hanover, D.V.M., a consultant for Niles, Ill.-based Prozyme Products.

Felines that suffer from chronic digestive issues, such as irritable bowel disease, colitis or food allergies, may find that enzymes help ease the inflammation in their guts.

“Consumers’ awareness has increased as people understand how important digestive health is,” Dr. Hanover says.

Other supplements can help with skin and coat health and shedding problems.

Salmon oil has been a big seller, says David Gage, owner of Paw Lickers Bakery & Boutique for Pets in Greenfield Center, N.Y.

Essential fatty acids are popularin supplements because they are thought to improve the function of multiple body systems, Donalds says.

Consumers readily recognize the importance of these ingredients because they’re critical to human health as well.

“Most of the pet foods available are devoid of essential fatty acids,” Donalds says. “But essential fatty acids are really crucial for cats.”

School of Supplements
Educating consumers about a product’s features is often a driving force behind its sale, but with feline supplements, education is the only way to see sales climb.

Unlike frou-frou collars or fun new toys, products in this segment are not impulse purchases, so consumers need to know why they need them so they will want to buy them, Hanover says.

“You have to explain it to clients because if it’s just on a shelf, they will walk right past it,” he says.

Donalds explains the basics of feline anatomy and physiology to customers that have questions about what’s ailing their pets.

“I explain how an imbalance can occur and educate them about what is going on with the animal,” Donalds says.

Donalds admits it takes a higher level of knowledge to sell feline supplements than to sell pet bowls, and recommends retailers start by educating themselves by using several types of research to gather information.

“It’s important to cross-reference your information to be sure you’re not doing anything dangerous or harmful to the animal,” Donalds says.

Most manufacturers are willing to help train employees on the ins and outs of their feline supplements, Hogan says. He recommends sampling products before stocking up on supplements.

Alternative Displays
For retailers with small shops, a good alternative to using shelf space is to provide a list of inventory on the store’s website and then drop ship products to customers, Gage says.

Providing a booklet or brochure about the benefits of supplements can draw customers into this segment and open the lines of communication between retailer and consumer.

Organizing displays into categories by function within the segment can also help consumers know which products are a good fit for their pets’ needs, Donalds suggests.

“It makes the section more user-friendly and customers aren’t as intimidated by the section,” she adds.

Education opens the door to a shelf full of possibilities for cat owners who are trying to prevent or treat a chronic problem in their cats.

“When they see they have choices, they start thinking and buying outside of the box,” Donalds says. <HOME>