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Retailer Wishlist

What Retailers Want and Need in the Pet Supplement Category

Stores share which products they wish existed — or which types they wish there were more options for — in the pet supplement category.

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  • More CBD calming products that use L-theanine and not tryptophan. — Scott Tripp, Wagabōnz, Galveston, TX
  • So many companies are trying to be all things to all pets. Sadly, many of the ingredients I see being commonly used include herbs that should not be used 365! Some of these herbs require breaks to be taken. Even worse, some formulas include amazing herbs that have major contraindications with pharmaceuticals. I wish there were fewer ingredients in supplements, that consumers can then custom-create for their individual pet’s needs. But, alas, most consumers want one-pill ease, so it’s hard to please everyone. — Johnna Devereaux, Fetch RI, Richmond, RI
  • A supplement with just turmeric and black pepper, no other ingredients. — Niki Patt, Chewy’s Bonetique, Denver, CO
  • Supplements to balance the foods our customers are making at home. More all-in-one quality powders, preferably from whole-food sources. I want to add more convenience into the lives of my clients who insist on making their own food, and ensure that their dog receives balanced nutrition without coming up with their meal plan myself. — Jennifer Flanagan, Nature’s Pet Market Sherwood, Sherwood, OR
  • More tinctures for vaccine detox. — Janet Cesarini, Pupology, Georgetown, TX
  • More for large-breed dogs. Everything is formulated for medium, so large dogs have to take so much more. — Anna Woodcock, Brown Dog Bakery, Ankeny, IA
  • CBD for birds. — Paige Elder, Buzz n’ B’s Aquarium and Pet Shop, Erie, PA
  • More urinary health options. This seems to be a common ailment for which people come to our store looking for a solution. — Bill Huffor, Furry Friends Inc., Colorado Springs, CO
  • A product that addresses damp-heat syndrome. — Diane Mullen, Winni Paw Station, Wolfeboro, NH
  • More senior/cognitive supplements. Our old puppers and senior cats are living longer and need more than just hip/joint support! — Stephanie Wright Bend, Pet Express, Bend, OR
  • More cancer-support products at an affordable price. — Margo Tortorelis, My Natural Pet, Brooklyn, NY
  • Research showing why dogs actually need all the supplements on the market and that they actually work. I am a firm believer that if you are feeding your dog well, they usually don’t need supplements! — Cassie Nilsson, The Mill Stores, Whiteford, MD
  • Blister-packed SAM-e for dogs. — Susan Weyrauch, Total Dog Company, New Hope, MN
  • A urinary supplement containing Pacran that is not a “treat,” but a pill or tablet with as few added ingredients as possible. Dogs with specific food allergies want high-quality supplements, too! — Katherine Ostiguy, Crossbones, Providence, RI
  • All-in-one pre-probiotic with vitamins/minerals so we don’t have to give so many different supplements. — Nancy Okun, Cats n Dogs, Port Charlotte, FL
  • A line of supplement chews that do not include yeast. This is so hard to find. — Cynthia McKinney, Loyl’s Natural Pet Grocery & Groomery, Houston, TX
  • I personally feel like, as the owner of a cat store, supplements for cats are in dire straights. So just more cat stuff that’s made with safe ingredients for cats. Not just dog supplements made smaller. — Angela Velasquez, The Kitty Bodega, Houston, TX
  • More products targeted specifically to our spayed and neutered dogs. Our rescue community is quite large, and so many pets are spayed and neutered at a young age, causing health issues as they get older. — Jeff Jensen, Four Muddy Paws, St. Louis, MO
  • Better access to distributors with good-quality phosphate binders like Epakitin or to pheromone products. — Becci Scott, The Fetching Dog, Scottsdale, AZ
  • A treat that is nothing but meat or fish with added full-spectrum CBD. Most of the chewables have a lot of ingredients that I’d rather not be included. If there’s one out there with third-party testing and excellent quality, I’d love to know! — Beth Kidd, Dogs By Design, Irwin, PA
  • Purees with functional benefits for cats. — Victoria Park, Park Pet Supply, Atlanta, GA
  • An all-in-one supplement that actually has high levels of vitamins; ingredients that benefit hips and joints; enzymes and probiotics; good fatty acids. It seems like there are several products on the market, but I have not found one that actually has more therapeutic levels of all these ingredients; they just seem to have a bunch but low levels or they have poor-quality fatty acids, etc. — Richie Powell, All American Pet, Springfield, OR
  • A supplement for cats that would clean plaque off their teeth but was also super palatable. — Kristen Watson, The Hipster Hound, Savannah, GA
  • Over-the-counter pain reliever that is instant and something like a Pepto Bismol! — Penny Murano, Unleashed, New London, NH
  • Well-sourced sardines. Not technically a supplement, but supplemental. — Jennifer Guevin, Holistic for Pets, Brandenton, FL
  • An anticonvulsant that isn’t a medication, and actually works for idiopathic epilepsy. — Brett Foreman, EuPAWria Holistic Pet Center, Owego, NY
  • More samples for certain lines so we could get more customers to just try a product, especially if they are on the fence. — April Wright, The Dog and Cat, Essex Jct, VT
  • More known liver/gallbladder support. — Tasha Hermanson, Woofta, Dickinson, ND
  • Vitamins to complete a raw diet. — Kristi May, Legend Acres, Surprise, AZ
  • I’ve been looking for a full-spectrum CBD treat that is nothing but meat or fish with added CBD. Most of the chewables have a lot of ingredients that I’d rather not be included. If there’s one out there with third-party testing and excellent quality, I’d love to know! — Beth Kidd, Dogs By Design, Irwin, PA
  • Purees with functional benefits for cats. — Victoria Park, Park Pet Supply, Atlanta, GA
  • Vitamins to complete a raw diet. — Kristi May, Legend Acres, Surprise, AZ
  • Fish stock! — Kelly Hilzendager, Treat Play Love, Grand Forks, ND
  • More turmeric-based supplements to help fight inflammation. — Jill Allen, Bark 2 Basics LLC, O’Fallon, MO
  • An all-in-one supplement that actually has high levels of vitamins; ingredients that benefit hips and joints; enzymes and probiotics; good fatty acids. It seems like there are several products on the market, but I have not found one that actually has more therapeutic levels of all these ingredients; they just seem to have a bunch but low levels or they have poor-quality fatty acids, etc. — Richie Powell, All American Pet, Springfield, OR
  • Crunchy or chewable treats that cats will really eat with CBD/hemp. — Theresa Sexton, For Healthy Pets, Wetumpka, AL
  • CBD at a lower price point … but that is a fantasy ask. — Amber Hudson, The Aquarium Pet Store, Weatherford, OK
  • A supplement for cats that would clean plaque off their teeth but was also super palatable. — Kristen Watson, The Hipster Hound, Savannah, GA
  • I would love to see more interest and products for cats. — Diana Hardy, The Feed Bin, Rochester, WA
  • I would love to see better supplements for hip and joint. — Thea Christopher, Salty Pets, Cape May Court House, NJ
  • Smaller packages. — Lee Morris, All for the Pet, Severna Park, MD
  • Something that actually works for dental. I feel like this is a massively important part of animal help, and even though the section is very diverse, can any of us say that any of it works on tartar and plaque buildup? — Jocelyn Turner, Woof Woof Pet Boutique and Biscuit Bar, Bristol, RI
  • More for canine urinary health. — Cathy Dervalis, Dog Day Afternoon, Belleville, IL
  • An over-the-counter pain reliever that is instant and something like a Pepto Bismol! — Penny Murano, Unleashed, New London, NH
  • I would love to see more options for cats. — Jennifer Thomas, Lucky Dog Pet Grocery & Bakery, Lawrence, KS
  • I have people looking for well-sourced sardines. Not technically a supplement, but it is supplemental so it kind of counts. — Jennifer Guevin, Holistic for Pets, Bradenton, FL
  • Maybe a joint supplement that actually can visibly make a difference? — Adina Silberstein, Queenie’s Pets, Philadelphia, PA
  • An anticonvulsant that wasn’t a medication, and actually worked for idiopathic epilepsy. — Brett Foreman, EuPAWria Holistic Pet Center, Owego, NY
  • Supplements geared to a larger dog so you don’t have to give four to six a day. — Jen Ware, Bill’s Wonderland of Pets, Magnolia, NJ
  • This may exist, but a chewable supplement for dogs who eat stool. — Amber Staton, Smoosh Pets, Knoxville, IA
  • More mushroom supplements or supplements that benefit dogs (example: pomegranate), but you can’t find that year-round. — Nicole Boldt, Nicole’s Pampered Paws, Waterloo, IA
  • We need supplement makers to really show the “whys” of their product and ingredients. Too many are just window dressing! — Gloria VonZech, The Principled Pet, Collingswood, NJ
  • After listening to Dr. Karen Becker and Rodney Habib basically annihilate most brands on the market, I would really like to see more options of clean omega oils that do not come packaged in plastic. — Ashley Lancaster, Hot Diggity LLC, Hyannis, MA
  • More supplements to help with seasonal allergies. — Robin Jerdee, Beast Buffet, LLC, Monroe, WI
  • A preventative for red calcareous algae in freshwater tanks. — Liz Harris, Creatures Featured, Madison, FL
  • Affordable supplements for customers who cook meals for pets at home. — Sue Fitzgerald, The Scottish Dog Pet Supplies, Metuchen, NJ
  • While there are several thunderstorm/fear supplements, I’m having trouble getting those from my distributor. I love using calming sprays for dogs, but again, I’m having trouble getting them even from individual producers. I think they are seeing an increase in direct sales, cutting us out. — Kim Sykes, K9 Manners & More, Broken Arrow, Ok
  • Easy to administer and great quality cat probiotics and joint supplements. — Maria Cetrola, Buddy’s Pet Shop, Beach Haven, NJ
  • I love our options. I think those brands that dominate are doing a great job supporting the indie retailer who is poised and educated to sell products that need selling. Supplements can be intimidating, so we spend a lot of time with customers so they can make an informed decision. Palatable options for kitties is always a challenge, and we would love more to offer. — Karen Conell, The Bark Market LLC, Delavan, WI
  • Green-lipped mussel soft chews. — Carly Patryluk, House of Paws Pet Boutique, Regina, SK
  • More of the multi purpose supplements — vitamins and minerals that all dogs and cats need. — Stacy Davis, That Fish Place That Pet Place, Lancaster, PA
  • Delivery method is always a consideration. Liquid, treat, powder, capsule, etc. Lots of dogs taking supplements can’t have “extra” ingredients, so supplements that are easy to deliver and taste good with minimal extra ingredients are usually a win. — Andrea Demmons, The Tailgait Market, Asheville, NC
  • A high-dose skin and coat supplement without having to add an oil would be nice, but most are much lower in omegas than the oils so they aren’t as effective. — Jennifer Larsen, Firehouse Pet Shop, Wenatchee, WA
  • I wish products could actually list more clearly benefits or potential benefits right on the package. Unfortunately the FDA doesn’t allow these claims in animal or human supplement products. — Jamie Schuller, Dog Naturals, Branson, MO
  • An all-in-one supplement! Joint health, coat health, immune support! — Jennifer Moore, Baker Grateful Dog Bakery, North Ridgeville, OH
  • More calming. — Dennis Gingrich, Puppers & Hairballs, Sebring, FL
  • A product that directly supports diabetics and kidney diseases so pet parents don’t resort to crummy prescription foods due to their lack of trust in quality food often stemming from vet misinformation. — Julie Johannes, Happy Hounds Pet Supply, Bigfork, MT
  • I would really love dental chews and products that really worked instead of all the hyped products that don’t do anything. — Gary Hughes, Gangsta Dog, Norfolk , VA
  • Something that would truly help reduce shedding. — Michele Saharic, Barkley’s Marketplace, Flemington, NJ
  • One supplement that would address every kind of dog issue. — Doug Staley, Pet Palace of New City, New City, NY
  • I would love a product line that was lower in price. I really feel that most are too expensive for the average consumer. — Susan Nagel-Rees, Winky’s Pet Boutique, Chester, NJ
  • More samples for certain lines so we could get more customers to just try a product, especially if they are on the fence about whether or not they really want to take the plunge. — April Wright, The Dog and Cat, Essex Jct, VT
  • More known liver/gallbladder support supplements. — Tasha Hermanson, Woofta, Dickinson, ND

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NASC Media Spotlight

At first it was just an idea: Animal supplements needed the same quality control that human-grade supplements receive. But that was enough to start a movement and an organization —the National Animal Supplement Council — that would be dedicated to establishing a comprehensive path forward for the animal supplements industry. In this Media Spotlight interview, NASC’s president, Bill Bookout, talks to PETS+ interviewer Chloe DiVita about the industry today: Where it’s headed, what’s the latest focus and why it’s vital to gain the involvement of independent pet product retailers.

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