Ben Madilynn
The online retailer now offers probiotic chews, hip and joint supplements and enzymatic dental solutions in addition to its own Charlie & Frank line, featuring affordable grooming and nutritional products made in the United States.
Other brands in the pet portfolio include Arm & Hammer, Cat-Man-Doo, Pet Naturals, Riley’s Organic, Zesty Paws, Burt’s Bees and Chew + Heal.
“As more pet owners focus on their pets’ health and quality of life, we’ve seen tremendous growth in the demand for premium health care products, dietary supplements, treats and grooming supplies,” said Lindsey Wiefels, SVP of merchandising at iHerb.
Morgan Stanley projects that U.S. consumers are likely to spend nearly $1,500 per pet annually within the next two years.
According to iHerb, the company sells pet care products in over 120 countries, providing opportunity for brands to connect with a global audience of pet owners. The global pet care industry is expected to increase to almost $500 billion by 2030, fueled by a growing pet population worldwide, according to Bloomberg Intelligence, Pet Economy Research.
“We’re continually looking for innovative pet care brands that share our mission of improving pet wellness,” Wiefels added. “Together, we can meet the rising demand for high-quality pet products and make a lasting impact on the health and happiness of pets worldwide.”
Products on trend
One of the unintended consequences of the pandemic was that nutritional and health products for dogs and cats expanded approximately 20%, Bill Bookout, president and co-founder of the National Animal Supplement Council, previously told NutraIngredients-USA.
“We thought it was a temporary buyer-driven, panic-driven demand spike, but it turned out that it actually caused market expansion, and it appears that market expansion was sustainable,” he said.
Probiotics is one growing area of interest among pet owners. iHerb offers a range of probiotic soft chews and powders designed to support digestion and boost immune function for dogs and cats. With nearly 7,000 product reviews, iHerb said customers have rated LactoBif Pet Probiotics from California Gold Nutrition a 4.7 out of 5 stars due to improvements seen in their pet’s digestive health after using this product.
“A human-centered approach to supplements, focusing on wellness from the inside out, is now becoming a trend in pet health as well,” an iHerb spokesperson told NutraIngredients-USA. “As with humans, studies show that the use of pre and probiotics can promote a healthy gut microbiome in dogs and cats, which also contributes to multiple health benefits.”
There is also an increasing consumer interest in hip and joint support products for pets such as glucosamine, chondroitin and MSM (methylsulfonyl-methane). These ingredients are recognized for their ability to promote cartilage health, reduce inflammation and improve mobility in pets. With aging and overweight pets becoming more prevalent, the company said soft chews such as Charlie & Frank Pet Hip and Joint may could maintain quality of life. These are presented as a more affordable price point between $14 and $20.
“Our Charlie & Frank brand is a testament to our commitment to providing customers with the best pet care at an accessible price,” said Lan Belinky, senior director of house brands at iHerb. “We believe that pet care should be both effective and affordable, ensuring that every pet can thrive.”
