Pet parents today are caring for their dogs and cats as they would their own children: they purchase clothes, toys, bedding, and nutritious food. They are also spending quite a bit on supplements for their fur babies.
The global pet supplements market is valued at $637.6 million in 2019 and expected to grow at a compound annual growth rate of 6.4% from 2020 to 2027, according to recent market analysis report1.
The pandemic has had a positive impact on the pet supplement market. A recent Packaged Facts report, “Pet Supplements in the US., 8th Edition (January 20, 2021) explained that factors stemming from COVID-19 caused sales of pet supplements to skyrocket to 21% in 2020 to nearly $800 million, quadrupling the rate of sales growth seen in 2019. The factors that drove (and continue to drive) the market, according to Packaged Facts, are the intensified focus on health and wellness, pet owners more in tune with their health needs, and the heightened demand for natural remedies offering relief from stress and anxiety. The market will remain vigorous for the foreseeable future, with U.S. retail sales of pet supplements expected to move comfortably beyond $1 billion by 2025.
Pet supplements provide essential nutrients that help in enhancing the immune system and reducing the risk of heart diseases, inflammation, and diabetes.
Ashwagandha knows no boundaries:
In the 21st century, consumers are interested in natural, preventive approaches to support the health of their companion animals. Herbs have been a part of animal care for multiple millennia -- the use of herbs for animals is a broad and well-developed field going back to antiquity.
Ashwagandha, a powerful adaptogen from India used in Ayurveda, is known to deliver multiple benefits such as calming/anti-stress, healthy aging, as well as digestive and joint support to companion animals.
KSM-66 Ashwagandha root extract is a widely known and globally consumed botanical for human health, and it is also setting standards in the pet supplement market.
KSM-66 – Whole Health for Companion Animals
When formulating for pets (chiefly dogs and cats), pet parents seek the same quality factors as they do for themselves and their families. There are 4 quality factors that consumers deem extremely important, and that KSM-66 Ashwagandha Root Extract delivers.
1. Clinical validation
In today’s “no nonsense” era, consumers want more evidence and validation of the claims they see on their products. There is a demand for clarity and a desire for scientific research that substantiates the product’s claims and that is easy to understand.
KSM-66 has been evaluated in 24 human clinical trials and has also been assessed in 6 clinical studies on companion animals; 3 of these studies have been completed and three are in progress.
Recent veterinary clinical studies show that consumption of Ashwagandha root extract in both dogs and horses resulted in a significant improvement in stress-related behaviors and immune function. The results of the equine study demonstrated that Ashwagandha root extract has potential hemopoietic, anti-stress, antioxidant, adaptogenic, and immunostimulant properties2. A soon-to-be-published study demonstrated the adaptogenic effects of Ashwagandha Root Extract, suggesting a significant reduction in stress and anxiety in pet dogs.
The three animal studies in progress are:
- Adaptogenic and immuno-modulatory activity of Ashwagandha Root Extract in feline stress
- Immunomodulatory effect of Ashwagandha Root Extract in geriatric canines; and
- Efficacy and safety of Ashwagandha Root Extract on joint health in geriatric canines
2. Quality Certifications
Today’s pet supplement industry is constantly impacted by intensifying consumer demands for proof of sustainability, ingredient identification, potency and safety, and processing transparency. Quality Certifications are integral tools that ingredient manufacturers and pet supplement marketers can communicate to pet owners about the integrity of their products and brands.
KSM-66 has 38 different quality certifications, the most of any supplier in the industry, with another two in process. The certifications support its clients’ needs as they develop products for different target markets, including the rapidly growing pet supplements segment.
Companies seeking organic ashwagandha can take comfort in KSM-66’s multiple organic certifications from EU Organic, USDA Organic, Canada Organic and India Organic. These certifications are renewed each year by highly trained individuals who ensure the growing, cultivation and production standards do not use any type of banned materials and are in line with all stated requirements.
KSM-66 is an NASC-Preferred Supplier. NASC Preferred Suppliers are pre-qualified companies that supply products and services to NASC Primary Suppliers. Pre-qualification allows Primary Suppliers to accept and use the products and services without additional vendor qualifications and procedures required under NASC cGMPs. The program helps ensure total quality confidence throughout the entire supply chain, from start to finish.
Palatability is the capacity of a food or an ingredient to stimulate the appetite of dogs or cats to encourage eating and satiety. These feeding experiences are dependent on formula, heat processing, and the freshness and stability of raw materials, making palatability a science demanding cohesion and respect to process. Especially for felines, the taste of food is an essential characteristic for them and has been shown to affect food selection.
KSM-66 Ashwagandha Root Extract has a neutral taste, unlike other ashwagandha extracts that are bitter, making it an excellent choice for pet supplement manufacturers. Nutri-dense KSM-66 Ashwagandha Root Extract blends well with capsules, soft chews, powders, tinctures, tablets, pellets and various types of pet supplements.
4. Supply Chain and Transparency
Today’s consumers are inquisitive not only about where their pets’ food and supplements come from, but also about how and where these products are grown, handled, and manufactured. Consumers want an insight into a traceable supply chain and ingredients they can trust. A sustainable supply chain is a natural fit for any company belonging to the natural pet products industry.
KSM-66 uses TagOne, a blockchain-enabled supply chain platform, which enables to trace and validate the entire supply chain, starting from seed to the sale to a customer.
Products for Companion Animals
- Canine Geriatric Basics;
- SmartCalm® Ultimate Pellets;
- Hemp & Mushroom Soft Chews;
- Equilibrium EQ Equine calming supplement
According to the American Pet Products Association’s 2019-2020 National Pet Owners Survey, 63.4% of American households are home to a dog, while 42.7% are the abode of a cat. Additionally, according to the survey, Americans spend an average of $58 a year on supplements for the dog, and $54 for the cat. There is tremendous room for growth for pet supplements featuring KSM-66 Ashwagandha Root Extract.
Priyanka G et al., Adaptogenic and Immunomodulatory Activity of Ashwagandha Root Extract: An Experimental Study in an Equine Model. Front. Vet. Sci. 2020; 7:541112.