Pet Food Additives / Supplements
On September 4, 2013

Market trends: Petfood enhancers

Toppers, gravies, gels and waters are all interesting and nutrition-focused products in this novel category of not-quite-treat, not-quite-food

Niche sections of the petfood market are nothing new. Fresh petfood, refrigerated/frozen petfood and dehydrated petfood are all members of the niche pet market and are starting to gain enough popularity to be included in annual retail reports and breakdowns of market data. The petfood enhancers category, however, is just now starting to make waves with more products than ever finding pet store shelves and enticing pet owners with human food flavors, human-animal bonding and unique ways to add extra nutrition to a pet’s diet.

“There are a few products out there, but none of them have really succeeded and there could be a few reasons why," says Bill Kavanov, founder of Doggie Shotz from Pet Alternatives. "Lack of marketing, education, brand awareness, bad taste, bad timing, etc. I have tried a few of them with my dog and he would just walk away from it.”

Kavanov points out that a quality petfood enhancer should offer many benefits to the pet as well as its owner. “If it comes down to a better gourmet experience at mealtime, a nutritious supplement added to its diet, a better and healthier quality of life, or maybe just less trips to the vet, pet parents will be excited.”

Kavanov wanted to create  a product that could help fight the overwhelming issue of pet obesity when he originally started formulating Doggie Shotz, a 90% fat-free, gluten-free formula with real chicken, beef, bacon, cheese and turkey, according to the company. The topper or gravy is

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