A growth market

Analysts at Future Market Insights believe that pets are at the heart of a cultural transformation in Germany that is demonstrated especially by the booming industry producing pet dietary supplements. The company has concluded that “influenced by demanding customers and a paradigm shift in pet owning, this market is experiencing a convergence of strategic approaches and market dynamics”.

More and more pet owners are looking for dietary supplements that support general health and address special problems. This trend is promoting a holistic ­approach to pet care and reflects a greater awareness of the links between different aspects of pet health.

The introduction of special, breed-specific recipes is another development worth mentioning, with manufacturers of dietary supplements adapting their offering to the particular requirements of various veterinarians. Quoting from a study by the German Animal Welfare Association, Future Market Insights says that as many as 40 per cent of cat owners and 44 per cent of dog owners use homeopathic substances. The dietary supplement landscape is being reshaped by the growing demand for functional ingredients: pet owners actively seek such supplements, including omega-3 fatty acids, probiotics and antioxidants, because they have realised the potential benefits for the health, immune system and longevity of their pets.

Because pet owners want individual nutritional solutions, the writing is on the wall for the “one size fits all” philosophy. Manufacturers are adapting by developing customised formulas to meet the specific needs of various breeds, sizes and life phases. Individualisation is a widespread trend in the German market and extends from supplements targeting joint health in older dogs to those that improve the coat quality of certain breeds of cat.

“There is a growing requirement for dietary supplements that support preventive care and address problems before they get worse, as people are becoming increasingly aware of how important it is to nip health issues in the bud,” states Future Market Insights. The recommendations of veterinarians are becoming increasingly important for influencing customer decisions, and continuous development is being driven also by the constantly evolving sphere of pet food studies.

Despite the growth in the market, some pet owners still doubt the…