Hyperthyroidism, a common disease of middle-aged and senior cats, is a condition that creates an excess of thyroid hormones causing health issues such as weight loss, heart problems and vomiting. Hill's Prescription Diet y/d Feline Thyroid Health is a new product intended as an alternative solution to managing this condition.
Hill's says its Prescription Diet y/d is a daily, low-iodine nutrition solution designed to manage hyperthyroidism in cats. This may be an easier and more cost-effective way for pet owners to treat their cat's thyroid condition, according to Hill's, rather than other treatments like paying for thyroid removal surgery or having to give the cat a daily pill.
Hill’s recently released results from three studies conducted to determine the impact of varying iodine concentrations in cat food. The studies showed the iodine concentrations necessary to normalize a hyperthyroid cat and those needed to ensure normal cats do not become iodine deficient. According to the company, the studies found that when iodine content can be kept below 0.32 ppm, hyperthyroidism in cats can be controlled through nutrition therapy like the prescription cat food. However, the effectiveness of nutritional therapy also depends on the pet owner's compliance in feeding only Hill's Prescription Diet food to their cat, while also not allowing the cat to eat any other products rich in iodine, the company says.
While cat trends continue, the pandemic has added to overall slow-growth treatment of the cat food market.
Premiumization and humanization, as well as automation, fueled continued operation growth in spite of the COVID-19 pandemic.