Innovations in oral hygiene products for pets

Analysis of 3 million pets by Banfield Pet Hospital in the US revealed that a significant majority of the nation’s dogs and cats had oral health issues in 2023. 73% of dogs and 64% of cats seen across the veterinary care provider’s extensive network were diagnosed with dental-related issues.

Oral health concerns spanned smaller dogs like beagles, dachshunds and Chihuahuas, as well as larger dogs such as terriers, Labrador retrievers and golden retrievers.

Prevention is better than cure

Not all pet parents turn to vets for help with their pet’s oral care. Cargill’s Cat Parent Survey Report 2024 found that only 17% of pet parents in the UK, US, France and Germany sought veterinary support for dental issues.

The American Pet Products Association (APPA) estimates that 36% of owners in the US have their veterinarian take care of their dog’s dental health needs. An additional 53% say that they (or a family member) do it themselves.

Products targeted at prevention include Dental Wand from UK-based company Inventor Cat, which recently bagged investment on TV reality show Dragons’ Den.

The product is a soft, chewable, bristled toy that clears plaque build-up, serving as a stress-free cat toothbrush.

This innovation was necessary as traditional brushes require “cooperation from the cat, technical ability from the owner and motivation from the owner”, explains Victor Carpio, Director of Inventor Cat.

Similarly, Chewmate unveiled the TreatBrush Toothbrush at SuperZoo to “appeal to pet owners looking for efficient and effective ways”. Besides maintaining oral hygiene, it also provides mental and physical stimulation with its in-built treat dispenser.

“This new wave of innovative products not only promotes good oral health, but also provides mental stimulation, fun and entertainment for pets,” says co-founder Dr. Allan Coopersmith.

Earlier this year, US pet care company Skout’s Honor launched an oral care line including toothpaste alternatives such as dental wipes, dental drops, water additives and an oral gel.

Its products are increasingly being carried by specialty retailers like Petco, PetSmart, Pet Supermarket and others in North America.

Oral care led by convenience

Coopersmith believes that consumer attitudes “are likely to remain positive towards products offering convenience, effectiveness, and an enjoyable experience for both pets and their owners”. In this context, it is unsurprising to find dental wipes gaining popularity among consumers.

SmileDenX, Vet’s Best, Pet MD and MAXI/GUARD are all examples of current dental wipe offerings in the US.

Meanwhile, Antelope Pets’ Ark Naturals brand offers an innovative product called Cleaning Dental Chews. These crunchy tuna and chicken-flavored treats for cats have toothpaste hidden in the center to provide a convenient and effective solution for oral care.

Breath-targeting products have been popular for a few years. APPA data suggests that 43% of dog and 22% of cat owners in the US have purchased treats with dental and breath-freshening benefits.

Baby boomers (24%) are leading this trend, while only 15% of Gen Z have purchased such products. However, new innovations are consistently raising the bar.

For example, N-Bone, an American manufacturer of functional and teething/dental treats, has launched Flossta. This innovative dog chew not only combats plaque and tartar build-up, but also uses natural herbs like parsley and fennel to target bad breath.

Similarly, Stella & Chewy’s recently introduced Dental Delights treats with peppermint and parsley flakes for fresh breath, while Idaho-based pet health company PetIQ has debuted natural-flavored dental treats called Minties for large dogs.

Trends in ingredients

An experimental study on the benefits of biotics for pet dental health by animal nutrition player ADM found that a heat-inactivated proprietary postbiotic strain (Lactiplantibacillus plantarum) helps reduce dental plaque, supports periodontal health and balances pets’ oral microflora, preventing bad breath.

Using this research, ADM has formulated and launched a functional treats range for the European market, including a soft dental chew product with the specific postbiotic strain, inactivated yeast, botanicals, vitamin C and calcium.

Another study, by insect ingredient multinational Protix, found that consuming black soldier fly larvae (BSFL) ingredients improves bad breath, as well as dental and gum health in dogs.

Following the trial, pets consuming an insect-based protein meal reported a 7% decrease in the volatile sulfur compounds-producing bacteria responsible for periodontal disease.

In addition, consuming a BSFL diet also created an abundance of Moreaxella, a beneficial bacteria. Industry stakeholders expect these results to impact future product formulations.

Capitalizing on growth potential

It’s clear that pet parents are increasingly preferring high-quality, innovative products that make it easier to maintain consistent dental cleaning and flossing routines for their pets.

Dental wipes, dental chews and breath fresheners have gained traction among dog owners, while cat owners look for products tailored to their pets’ unique needs such as dental treats and toys that double up as stress-free toothbrushes to promote teeth cleaning and gum health.

As the awareness of these products increases, consumers will demand a wider range of products catering to their pets’ preferences and needs, according to Coopersmith: “This includes products with different textures, flavors and functions to suit various pet personalities and dental care requirements.”

He describes manufacturers and retailers who can offer a diverse range of oral care solutions at different price points as “well-positioned” to capitalize on the segment’s growth potential.