our supplement in their hands, our packaging showcases the ingredients and explains
how it will help their furry friend.”
The company also educates retailers about the products through a pet professional
portal, so that they can help shoppers find a solution that best fits their needs.
While glucosamine has received much attention over the years as an ingredient
that can help support joint health, manufacturers now say other ingredients are
emerging in this segment. Parker, Colo.-based ActivPhy, a brand from H&C Animal
Health, contains glucosamine, MSM, blue-green algae extract and a proprietary
antioxidant blend that supports muscle, bone and cartilage health. Blue-green algae
extract supports the body’s normal anti-inflammatory response while providing
antioxidants, according to the company.
“The glucosamine, blue-green algae extract, the antioxidants and the MSN all
Pet owners look to supplements to solve their pets’ health issues or to make them less susceptible to certain maladies. Consumers want to know how the supplements work, what the ingredients do and
how the different brands vary. To answer those questions,
manufacturers point to the science behind supplements and
work to educate consumers about new and longstanding
“Supplements must be simple to understand, easy to
use and effective,” says James Brandly, content writer and
public relations manager for Wentzville, Mo.-based Cosmos
Corporation, manufacturer of TropiClean products. “The
challenge is knowing the ‘how’ it works, and relaying the
simplicity of ingredients and how those ingredients help
improve their pet’s life.”
The brand offers a line of supplements called Life By
TropiClean. Brandly, citing 2018 APPA figures, says 58
percent of pet parents become aware of new pet products by
browsing in the store, so the packaging for Life by TropiClean
Supplements for Dogs is concise and relays specific solutions.
Life Hip & Joint contains collagen, glucosamine and chondroitin
to help support mobility and joint comfort. The company says
the main active ingredient, collagen, is clinically proven to
improve joint health by promoting joint cartilage development.
Life Skin & Coat contains fresh oils from sustainably caught
Norwegian salmon and Alaska pollock from the Bering
Sea, with natural antioxidants, coconut oil for digestion and
immunity, and a three-seed blend of oils with omegas. Life
Calming Aid contains herbs, coconut oil and L-Theanine, an
amino acid found in green tea that helps promote calming and
supports healthy rest.
“We understand that we only get seconds to grab the
consumer’s attention, so we created packaging to entice the pet
parent to learn more,” Brandly says. “Once pet parents have
The Latest Science Behind
Manufacturers point to research that indicates how supplements can help support pet health.
BY NORA CALEY
PHOTO BY NUT