Once a Day Will Keep the Vet Away
Feline supplements are gaining in popularity.
By Scott and Ann Springer

A decade ago supplements for cats graced a few stores’ shelves in specialty pet shops, but they were largely unknown in the industry.

Now, there are lots of supplement products on the market for cats, says Kris Donalds, a clerk at The Healthy Pet, a small chain of stores in Eugene, Ore.

"The trend we’re seeing is that people are coming in and actually looking for supplements," Donalds says. "They see that their pets need good nutrition as much as we do."

The Healthy Pet has seen such a demand in these products in the past few years that shelf space for these specialty products expanded to four feet by 10 feet, Donalds says.

Supplements Have Doubled in Sales
Bret Hogan, the general manager of Western Feed and Pet Supply, a small chain in Sacramento, Calif., attributes a flood of interest in these products to three things: the pet food recall, a desire for more holistic alternatives, and the ever-rising costs of veterinary care.

Sales of feline supplements have doubled at Hogan’s pet retail shop since the pet food recall. "The recall brought topics to the forefront and people are now more educated," says Hogan, who stocks more than a dozen different products in his shop.

Other consumers who seek out supplements for their felines are looking for a homeopathic cure for what ails their pets rather than a pharmaceutical method. "If they can get a natural remedy instead of a prescription they would prefer that," Hogan says.

Finally, veterinary costs have risen, just as human healthcare costs have, and some owners want to prevent a trip to the vet and they see supplements as an alterative to a prescription. "The cost to go to a veterinarian is a little extreme for some people, and they’d like to try something over-the-counter first," Hogan says.

On the Prowl for Products
There are many supplements in this category that solve a whole host of health problems– everything from hairballs to hyperactivity, says Kathleen George, the senior brand manager for Farnam Pet Products, a Phoenix, Ariz.-based manufacturer.

Cats are infamous for having kidney and urinary tract infections and manufacturers have addressed this health issue by offering supplements formulated specifically to address this need, George says.

Digestive aids can help their body to absorb the nutrition from their meals properly, George says. These supplements may also help with cats that vomit frequently or have hairballs.

In addition to solving specific health issues, many pet multivitamins on the market—just like their human counterparts—provide a daily dose of vitamins and minerals for optimum feline health, George says. "Typically the food they eat does not provide enough nutritional support," she adds.

Enzymes may be needed to help digest the grains and processed elements that owners feed their cats that are not part of cats’ diet in the wild, says John Hanover, DVM, a veterinary consultant for Niles, Ill.-based Prozyme Products.

Felines may suffer from chronic digestive issues such as irritable bowel disease, colitis, or food allergies and may use enzymes to help ease the inflammation in their gut. "Consumers’ awareness has increased, as people understand how important digestive health is, and the role the gut plays in the overall health of the animal," Dr. Hanover says.

Other supplements can help with skin and coat health and shedding problems. Salmon oil has been a big seller, says David Gage, the owner of Paw Lickers Bakery & Boutique for Pets located in Greenfield Center, N.Y.

Essential fatty acids are a hot ingredient in supplements because they’ve claimed to improve the function of multiple body systems, Donalds says. Consumers also readily recognize the importance of these ingredients because they’re critical ingredients in human health as well.

"Most of the pet foods available are devoid of essential fatty acids," Donalds says. "But essential fatty acids are really crucial for cats."

School of Supplements
Educating consumers about a product’s features is often a driving force behind its sales, but with feline supplements education is the only way to see sales climb.

Unlike "froo-froo" collars or fun new toys, products in this segment are not impulse purchases, so consumers need to know why they need them so they will want to buy them, Dr. Hanover says.

"You have to explain it to clients because if it’s just on a shelf, they will walk right past it," Dr. Hanover says.

Donalds explains the basics of feline anatomy and physiology to customers that come in her store that have questions about what’s ailing their pets. "I explain how an imbalance can occur and educate them about what is going on with the animal," George says.

Donalds admits it takes a higher level of knowledge to sell feline supplements than to sell pet bowls, and recommends retailers start by educating themselves first using several types of research to gather information.

"It’s important to cross-reference your information to be sure you’re not doing anything dangerous or harmful to the animal," Donalds says.

Most manufacturers are willing to help train employees on the ins and outs of their feline supplements, Hogan suggests. He also recommends sampling products before stocking up on supplements.

"By educating consumers on the health benefits of supplements, pet owners can feel empowered to purchase products that will support a long and healthy life for their pet," George says.

Alternative Displays
For retailers with small shops a good alternative to using shelf space is to provide a list of inventory on the store’s website and then drop shipping products to customers, Gage says.

Providing a booklet or brochure about the benefits of supplements can draw customers into this segment and open the lines of communication between a retailer and a consumer.

Organizing displays into categories by function within the segment can also help consumers know which products are a good fit for their pet’s needs, Donalds suggests. "It makes the section more user-friendly and customers aren’t as intimidated by the section," she adds.

Education opens the door to a shelf full of possibilities for cat owners who are trying to prevent or treat a chronic problem in their cat. "When they see they have choices they start thinking and buying outside of the box," Donalds says.