From an article in Pet Food Processing
The supplement market is proliferating by the minute as the role dogs and cats play in our lives transcends the term “pet.” According to Danielle Bernal, DVM, global veterinarian with Wellness Pet Company, Tewksbury, Mass., current supplement trends reflect a shift toward total wellbeing as an increasing number of pet owners take a more preventive approach to their own health and, subsequently, that of their four-legged family members.pet owners are seeking supplements with antioxidants, fish oil, probiotics and B complex vitamins, as they associate these ingredients with positive health benefits. Ingredients that are finding a foothold in the human food and supplement space — such as botanical flavors and antioxidant-rich ingredients like elderberries and blueberries — are also starting to crop up in the pet supplement space as the humanization of pets continues.
“When dealing with human-grade, organic pet supplements, many pet parents will notice the same ingredients are found in human supplements,” said Renaldo Webb, founder and chief product officer at PetPlate, New York. “For example, biotin and salmon oil for healthy skin, and Ashwagandha and L-theanine to promote relaxation.