Pet Probiotics Usage Rivals Human Consumption in the U.S.
In recent years, the use of probiotics for pets has surged, closely mirroring the levels of usage by people for themselves, particularly in the U.S. A 2021 study involving 16,000 consumers across 16 countries revealed that 48% of respondents reported taking probiotics daily or nearly daily. This number is likely higher today, although it’s uncertain if the company behind the survey, Chr. Hansen (now Novonesis), has conducted more recent studies.
Rising Trend in Pet Probiotic Usage
Novonesis’ pet, animal, and plant biosolutions division conducted research in March 2024 on consumer understanding and purchasing behaviors for pet probiotics. The study included more than 500 U.S. dog and cat owners. The findings showed a significant increase in probiotic use: 47% of cat owners and 53% of dog owners are now giving their pets probiotics, compared to 22% and 32%, respectively, in 2021.
Importance of Functional Ingredients
The dramatic rise in usage within just three years highlights the growing importance of functional ingredients and claims to pet owners. It underscores the increasing focus on gut health and how trends in human food and health are influencing pet care.
Health and Wellness Driving Pet Probiotic Interest
Lidiia Alaverdova, DVM, head of global marketing for Novonesis’ pet, animal, and plant biosolutions, presented the pet-related data during Petfood Forum Europe 2024. She compared U.S. usage rates to those in France, where only 16% of pet owners gave their pets probiotics in December 2020. This figure is also likely higher now, although probably not as high as in the U.S.
The 2024 U.S. research shows that 58% of pet owners are familiar with probiotics, with many associating these ingredients with general pet health and wellness. Among functional ingredients, probiotics ranked high for their health and wellness benefits, second only to vitamins for dog owners and fourth (behind vitamins, omega-3s, and minerals) for cat owners.
Probiotics and Digestive Health
General health and wellness is a key driver for U.S. pet owners to purchase probiotics, cited by 42% of respondents. However, digestive/gut health was named by 51% of respondents, second only to veterinarian recommendations at 60%. Digestive health claims are becoming increasingly important globally; nearly 25% of all new pet food products launched in 2023 had digestive health claims, with the highest prevalence in Asia.
Preferred Delivery Methods
Despite the growing popularity of pet supplements, U.S. pet owners primarily provide probiotics via pet food. According to Novonesis research, 75% of U.S. pet owners feed probiotics through pet food, followed by pet treats and then supplements. Moreover, 84% actively look for pet foods with probiotics indicated on the label, and 31% are willing to switch brands to ensure the presence of probiotics.
In contrast, the 2020 research in France found that 83% of pet owners gave probiotics as oral supplements, with similar levels for toppers, pet food, or pet treats.
Willingness to Pay a Premium
Are pet owners willing to pay more for probiotic-enhanced pet foods? The 2024 Novonesis research showed that 87% of U.S. pet owners who do not currently feed probiotics but are likely to do so in the future are willing to pay a 1% to 5% premium for these products.
However, consumer behavior often diverges from stated preferences, especially regarding paying a premium amidst rising pet food prices in these inflationary times. While many pet owners express a desire for benefits such as sustainability, less processing, and high protein, their actual purchasing decisions may not always align with these expressed values.
