Functional claims near ubiquity in new pet foods, treats

Marketing claims made with these functional ingredients included joint health, skin and fur support, stress relief and immunity-boosting. Along with pet foods, functional ingredients appeared in supplements, toppers and treats.

Tim Wall Headshot Small Headshot
Andrea Gantz
Andrea Gantz

At Global Pet Expo, many new dog, cat and other pet products contained functional ingredients meant to provide more than just basic nutrition. Marketing claims accompanying with these functional ingredients included joint health, skin and fur support, stress relief and immunity boosting. Along with pet foods, functional ingredients appeared in supplements, toppers and treats.

“Functional foods are quite popular,” Kambria Newton, Petcurean’s trade marketing and communications manager, told Petfood Industry at Global Pet Expo 2022. “We've been in this space for a long time, and now we're offering the solutions that are most frequently switched to by consumers.”

Formulations meant to address allergies, weight management, digestion and gut health were among those functional pet food formulations most in demand by pet owners, according to Petcurean’s consumer research. Those demands were addressed in the brand’s new products.

For the functional ingredients in the Brit line of dog and cat functional snacks, new product developers also selected items based on the health topics that consumers want to solve or improve, Karolina Capova, head of product for Vafo Group, Czech-Republic-based maker of Brit and other brands, told Petfood Industry at Global Pet Expo 2022. Some of those functional ingredients included krill in a skin and coat dog treat formulation, she said. Other functional ingredients for pet treats included rosemary, hemp, ginger and chamomile in the Brit dog and cat treats on display at the Expo. Formulation included immunity, skin and coat, antistress with shrimp, dental with venison, mobility with squid, antiparasitic with salmon, skin and coat with krill and immunity with insects.

New functional pet foods and treats at Global Pet Expo

New dog, cat and other pet foods and treats with functional ingredients in the new product showcase at Global Pet Expo included:

 

Page 1 of 702
Next Page