Dental products for pets

Food and nutritional ingredients

Many dog and cat foods now contain some ingredients that improve dental health, prevent tooth decay and help keep pets’ breath fresh. 

Dental health issues such as chronic halitosis, gum disease and periodontal disease are influenced by pet food. Foods that contain minerals, such as calcium and fluoride, can support better dental health. Halitosis (bad breath) can be worsened by foods rich in sulphurous compounds. Foods containing enzymes that are active against bacteria help. 

Through the process of tooth decay, gum disease can progress to more significant periodontal disease if left unmanaged. Molars and premolars in both cats and dogs are more susceptible to decay due to food accumulation. Cats and dogs cannot synthesise vitamin D through their diet, so this can also influence the health of their teeth.

Food structure

The benefits of food products for dental health come not only from the ingredients, but also from the structure of the foods. Physical properties such as texture, abrasiveness and chewiness can help reduce plaque; as shown in many studies, dry foods can be better for healthier teeth (e.g. Watson (1994), Diet & Peridontal Disease in Dogs and Cats, and Gawor et al. (2006), Influence of diet on oral health in cats and dogs). With pet food manufacturing technology continuing to improve, kibble quality can be fine-tuned for optimal benefit.

With a great deal of growth in the natural pet food sector and functional foods (foods with health benefits) in recent years, products with natural and functional dental health ingredients, such as yeast, plant extracts, specific minerals, enzymes and antioxidants, are also becoming more important.

Multipurpose products 

Pet dental health can of course also be maintained with toys and other products, such as floss and chewing toys. These types of products are particularly appealing to consumers who seek convenience and ease of use. There is an ever-growing number and variety of chewing dental health products, both in the dog and cat sector and in the rodent sector. 

Hygiene

New dental hygiene products such as mouthwash and fresh breath mints, for dogs in particular, are now available alongside toothpaste and toothbrushes. One of the biggest ranges in dental hygiene products for dogs and cats is offered by Petosan. This innovative range includes electric toothbrushes for dogs, puppy dental health kits, several toothpastes and veterinary dental health products. With many more pet owners following the trend of ‘pet-parenting’, these types of products could appeal to some consumers, especially the Millennial demographic. However, dental health products that offer more convenience (multipurpose products and foods) are likely to be more popular.

Consumer choices

Consumer awareness of the need to choose products that can promote better dental health is growing, and is influencing their choices in buying pet snack products. Improving dental health is the main reason for purchase of pet treats for around a third of dog owners and nearly a quarter of cat owners who choose snacks that promote healthy teeth and gums, according to a recent Mintel survey of US pet owners (US Pet Food Industry Report, 2017). Further initiatives in the pet food industry can help contribute to raising awareness of the benefits of maintaining good pet dental health. In addition to driving growth in sales in specific dental health products, greater awareness might also create opportunities for improvement of other pet food products and their labelling.  

Further market opportunities

The multipurpose product market is likely to offer even more opportunities in the future, as pet owners seek ever-more convenience, ease of use and time-saving benefits. There are also likely to be more opportunities in the natural and functional product market sectors, as these aspects continue to appeal to consumers. New products/ingredients from this sector might also have interesting applications in consumer products for humans.