Controlling anxiety and stress in pets

According to the American Pet Products Association (APPA), the use of calming products has recently grown considerably. Estimates show that 11% of dog owners and 6% of cat owners regularly give their pets calming medicines.

The use of shirts/suits, treats, music and toys as calming products for dogs also increased in the US between 2020 and 2022. For cats, calming toys are the most popular (27%), followed by treats (15%), collars (13%), sprays (12%) and music (11%).

Looking at product launches, and innovative product designs, there is significant consumer demand for pet beds and condos, vests, shampoos and gels.

Treats in the lead

Treats and supplements create the greatest demand for calming products. They are the preferred category for ease of use and a combination of health benefits.

Some of the latest launches in treat-type supplements for stress and anxiety management include US-based SnugglePuppy’s Puppy Bites, formulated as night-time supplements, and Badlands Ranch’s Super20, the brand’s entry into the pet supplements market. Both products focus on the so-called hypothalamic-pituitary-adrenal (HPA) axis, regulating stress levels in dogs in addition to promoting joint, muscle and tendon health.

The US fresh pet food company PetPlate also recently launched calming supplements. These use the medicinal herb ashwagandha and amino acid L-theanine to help pets relax.

Other product innovations

Product design innovations promoting calmness are particularly interesting for pet mood management.

US-based Hiddin Products makes functional home accessories like cages and crates with clear acrylic. Its products aim to manage separation anxiety and promote pet relaxation. The transparent build eliminates the obtrusive fencing and gates often used in pet crates.

Thundershirt’s anxiety vests and BuddyRest’s weighted blankets are still preferred items among pet parents. Puzzle, automated laser and Kong toys are also increasingly popular, with more products now on the market offering innovative ways to promote mental stimulation, targeting pet restlessness and boredom.

For pain relief, the latest innovations are light therapy pads, such as one manufactured by China’s TheyPet Medical, and far infrared technology (FIR) vests, like the South Africa-based Steed and Style’s Protechmasta range.

CBD

It is estimated that 37% of US dog owners purchased a CBD product for their pet last year, with 34% keen to continue doing so this year, according to APPA. CBD (cannabidiol) is a key category of products used to manage anxiety, stress and joint pain in dogs, as well as anxiety and arthritic pain in cats. About 16% of cat owners and 15% of dog parents use them to manage pain.

In the US, treats and shampoos are the most common products containing CBD, but food toppers, oils and supplements are much sought after too.

UK-based pet supplements brand Snoop’s Store has introduced a daily Hemp Seed Oil supplement. This improves sleep and benefits relaxation by easing inflammation and helping digestion.

Colorado-based Pet Releaf recently added 2 CBD shampoos and conditioners to its portfolio. When the company launched its first CBD products in fall 2022, everything sold out on the first day. The products were quickly picked up by many distribution partners, including Southeast Pet, Newco and Supreme Pet Supply.

Launches in Asia

Innovations are appearing on Asian markets too. Californian med-tech company Ainos recently launched its VELDONA supplements line in Taiwan. Formulated for emotional health and stress relief for cats and dogs, it aims to generate a whopping $20 million (€18M) in sales by 2024.

After a successful introduction in the United Arab Emirates, Indian company Soul Strips is looking forward to bringing its oral supplement strips for pet anxiety and joint mobility onto the home market.

Malaysian premium food brand OzPro has announced plans to expand into the pet supplements market with products targeting musculoskeletal health and joint mobility as a preventive measure for pain management.