Boxing champion Laila Ali, pictured here with her pooches Malibu and Buddy, has partnered with EverRoot to promote a new line of soft-chew dog supplements
With dog and cat parents increasingly concerned about the health of their fur babies, pet supplements are becoming big business. According to Dublin-based Research and Markets, the US pet supplement market was valued at $890.00 million in 2022 and is expected to reach $1,381.21 million by 2028, growing at a compound annual growth rate of 7.60% during the forecast period.
Plus, with the United States leading the world for both dog and cat ownership, as Norwich, UK-based NIQ Brandbank reported in its 2023 spotlight on the state of the pet care industry, which makes the opportunity greater in this part of the world. The report goes on to note that “while pet owners may be more cautious with their spending due to the global cost of living crisis, a general increase in pet health awareness is seeing pets that parents are willing to pay higher price points for supplements and food toppers that complement the pet food they buy, regardless of the higher average price points those products come with .”
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The New Soft Chew
Due to increased consumer interest, major CPG companies are paying attention. An example of this is the recent partnership between EverRoot, a dog supplement brand powered by Purina, and boxing champion Laila Ali (Muhammad’s daughter) on EverRoot Dog Supplements Soft Chews. The offering makes the brand’s product available in a new form and targets a range of key health benefit areas, including immunity, hip and joint, skin and coat, and digestion.
“In addition to having unique needs, every dog has its own preferences,” says Dr. Annie Valuska, a pet behavior scientist at St. Louis-based Purina, part of global nutrition, health and wellness leader Nestlé. “For example, you may notice that your dog prefers soft, meaty treats to crunchy biscuits. That’s why I’m so excited that EverRoot gives dog owners more options with soft- chew supplement form. This is a great way to personalize your dog’s supplement plan to their specific tastes.”
