New certification program addresses regulatory challenges
in the $12-14 billion treats sector.

For more than two decades, the National Animal Supplement Council has served as the industry’s quality watchdog, ensuring that companion animal supplements meet rigorous manufacturing, labeling, and market surveillance standards. Now, as consumer demand continues to drive innovation in pet products, NASC is preparing to extend its trusted compliance programs and quality seal to an entirely new category: treats. NASC will also begin including large format products in the existing health supplement category.

The treats market represents a significant opportunity — and challenge — for independent pet retailers. Valued at $12-14 billion, the treats sector is four times larger than the traditional supplement market. Within this expansive category, products called “functional treats” have emerged as a particularly dynamic segment, offering everything from calming support to joint health benefits in convenient, palatable forms that pets love.

However, the term “treats” is a food term and therefore establishes the regulatory pathway for these products as “food.” Functional treats create an issue, as the intended use and ingredients make it impossible for some products to comply with both state and federal regulatory requirements.

The problem is that unlike traditional animal supplements, functional treats are often larger than products typically classified as health supplements, yet they contain non-nutritional ingredients that aren’t approved for inclusion in pet food and/or ingredients that are included for benefits outside the approved purposes in treats (food).

This creates the same type of industry confusion that prompted the formation of NASC in 2001, when 18 companies identified a responsible solution that would benefit all stakeholders in the animal supplements space. To address the problem, NASC is extending the health supplement program to address this market reality.

“Given the success of NASC’s approach to both nutritional supplements and establishing a responsible path forward for health supplements — which resulted in credible and respected quality standards — it makes sense to now bring treats into our scope,” said Bill Bookout, NASC president.

NASC’s new treats program addresses this market reality by extending the organization’s proven audit and certification process to treats. The program will also cover products containing ingredients like herbs, glucosamine, MSM, melatonin, SAMe, milk thistle, immune-supporting mushrooms and hundreds of other ingredients currently marketed in “health supplements” — the same components found in traditional supplements but delivered larger, palatable formats.

ECONOMIC PROTECTION, CONSUMER TRUST

The benefits of both initiatives for independent retailers are substantial. Products bearing the NASC Quality Seal go through a rigorous auditing process to ensure that ingredients and manufacturing processes meet established standards, maximizing the probability of positive animal response and customer satisfaction. Products with the seal also provide economic protection by helping to eliminate the risk of stop-sale notices on adulterated or misbranded products.

For retailers, this translates directly to increased customer trust and repeat business. When pet owners see consistent results from products with the quality seal, they return for more — and often explore additional products in the same store. This creates leveraged visits that benefit the entire retail operation.

The program details for implementation are already underway. Current NASC members who have already undergone the organization’s comprehensive audit process may see treats with the quality seal appearing relatively soon. New companies entering the program will need to qualify to join NASC and complete the standard audit process.

The expansion into treats and large format chewables represents NASC’s ongoing commitment to promoting companion animal health while protecting the integrity of the industry. As this program develops, retailers can expect additional details and implementation guidance.

For more information
P (760) 751-3360 Ext. 104 | W nasc.cc | E [email protected]

For more information about the NASC Quality Seal, member companies and the upcoming treats program, contact the National Animal Supplement Council directly. Independent retailers can join NASC free of charge to access educational resources that help store owners and staff understand the value of NASC-certified products for their customers.

Visit the NASC at SuperZoo Booth 4203