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According to a new NSF benchmark study, most consumers care about how their supplements are made — and prefer to buy from companies that open their doors to outside auditors.

Consumers feel secure knowing retailers sell supplements manufactured to strict quality standards. The NASC Quality Seal is proof that a supplier is doing exactly that.

No one disputes that the supplements industry is growing. Spend a minute or two on TikTok or any other social media platform and you’ll soon see videos touting the benefits of supplements — as true for animals as it is for humans. But social media isn’t the way to buy supplements. Most consumers benefit from doing business with a retailer they know and trust. And of course, they benefit knowing that the supplement they are buying has earned a quality seal. In the case of animal health and nutritional supplements, the gold standard is the National Animal Supplement Council (NASC) Quality Seal.

Now, a benchmark supplements study from NSF – like NASC, a product testing, inspection and certification organization – shows that safety, quality and transparency are top “pain points” for consumers regarding supplements. It identifies who they want to buy them from, who should be responsible in the case of sub-par supplements and what supplement claims are trusted most. Though this study focuses on consumer attitudes towards human dietary supplements, it’s not too far a stretch to apply them to animals as well. Conducted by an independent research firm, the NSF benchmark study surveyed a random sample of 1,000 U.S. consumers who purchase human dietary supplements regularly. Here are some of the key findings:

  • SEVENTY-FOUR percent of consumers prefer to shop at retailers that exclusively sell supplements adhering to strict quality and safety standards.
  • EIGHTY-NINE percent of consumers are more likely to purchase supplements that have been third-party certified, showing a strong link between certification and consumer trust.
  • EIGHTY-TWO percent of consumers want retailers to closely inspect the manufacturing facilities of supplements, highlighting the importance of quality control.

The human dietary supplements market is a $60 billion-a-year industry compared to $2.5 billion for animal health supplements, says Bill Bookout, NASC president. Still, both markets are increasing steadily, which makes the need for quality control requirements and independent auditing even more important. “The NASC certification process helps protect our pets and consumers,” says Bookout. “And it also serves to elevate the integrity of the animal health products industry.”

Since 2001, the National Animal Supplement Council has worked tirelessly with both state and Federal regulators to define, develop and implement a comprehensive successful self-regulation pathway that bridges the gap between what the law requires and what consumers demand. NASC members whose supplements earn the seal undergo a rigorous auditing process that is done every two years. Today, more than 150 companies have earned the NASC Quality Seal for their products – a number that is sure to grow in the years ahead.

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For more information about the NASC Quality Seal, its member companies and how manufacturers can add their name to the growing list of audited companies, contact the National Animal Supplement Council directly. Free Retailer membership is also available. Pet products retailers are invited to contact the NASC to learn more.