Native Pet has launched Hip+Joint Advanced Care, a powder supplement for dogs formulated with UC-II undenatured type II collagen, the company announced in June.
According to the company, the U.S. hip and joint supplement category has reached $512 million in annual sales with many leading products relying on glucosamine and chondroitin. Native Pet said emerging research suggests newer ingredients such as UC-II may offer advantages over traditional formulations.
The supplement is formulated to support joint and cartilage health and a healthy inflammatory response. In published research, UC-II compared favorably to glucosamine and chondroitin in measures of joint comfort in dogs, according to the company. Additional ingredients include green-lipped mussel, hyaluronic acid, HMB and the Exclzyme enzyme blend.
"The joint supplement category is the largest in dog supplements and one of the fastest growing, but it hasn't seen meaningful ingredient innovation in years," said Dan Schaefer, CEO and co-founder of Native Pet. "Pet parents want one thing: to see their dog move better. We built Hip+Joint Advanced Care around the science that can actually deliver."
The formula was developed with input from the company's in-house board-certified veterinary nutritionist. Native Pet cited demographic trends supporting category growth: 52% of U.S. households with dogs now have a dog over age 7, and dogs adopted during the 2020-21 pandemic period are entering their senior years.
Hip+Joint Advanced Care is available across Native Pet's retail footprint of more than 13,000 locations, including pet specialty, natural grocery and mass retail channels.
