The latest rage in pet supplements: Water additives

Water additives – products that are added to a pet’s water – are believed to have several key benefits when compared to the dry alternative, including easier administration and better bioavailability. In theory, this would mean they are fast-acting and offer superior effectiveness. In reality, they are still struggling to find their place under the sun.

Risks and benefits

“The issue with vitamin and trace element fortified pet supplements of any format – both liquid and powder – is that most animals are consuming a complete feed. So, there is a real risk of overdosing nutrients and exceeding the maximum safe nutritional intake level,” a spokesperson for the UK Pet Food Manufacturers’ Association (PFMA) said.

However, if applied correctly, water additives could bring some real benefits to pets. “Unlike many other animals, dogs don’t sweat except a small amount from their pads. They can, though, lose water during exertion through panting. Nutrient-containing drinks can improve water intake over straight water,” the spokesperson said, adding that there is some research that has demonstrated benefits of nutrient-enriched water in working dogs.

On-trend

It is believed that companies producing water additives could take advantage of the pet food customization trend, which has been gaining traction in the past few years.

“In general, items that pet parents can use to ‘customize’ the diet of their pet are in strong demand. This can come as a treat, a supplement, and an add-on to the meat, like a meal topper or a sauce,” said Geert van der Velden, Innovation Manager of IQI Petfood, expressing confidence that the customization trend will develop further.

Currently, suppliers are primarily focused on watersoluble functional ingredients that can enhance the digestive system – including prebiotics or probiotics – have a calming effect, or have a positive effect on joint health, Van der Velden said.

There are a few water additives for pets available in the market already, the PFMA spokesperson pointed out, and there is clearly space for these sorts of products in certain cases, such as pets with specific needs. For example, he said, Oralade Pet Rehydration Drink for Dogs & Cats has a product that looks to be primarily aimed at dogs and cats with gastrointestinal sensitivities and veterinary use.

Focus on health benefits

In the past years, several pet food launches in the US have come in a drink format, for example, from brands such as Tally-Ho and Wolfspring.

Launched by Ocean Spray, Tally-Ho water enhancers for dogs are intended for daily use to improve flavor while delivering active, functional ingredients. Wolfspring’s water supplement contains inulin, glucosamine, omega-3 and potassium as health ingredients.

“Consumers enjoy the format of dog beverage or water additives because it is something they use themselves. But at the end of the day, they want to see their dogs enjoying the experience and getting real health benefits,” commented Etienne Legangneux, co-founder of Wolfspring.

COVID-19 has prompted an increased focus on self-care across the globe, with a growing number of people paying closer attention to their health. As the pet food market often follows human consumption trends, this segment is likely to enjoy a growth in demand in the coming years.

“Most of the liquid products and water additives launched over the last few years were simple taste enhancers, which were just not bringing enough. We are creating a new category, in between the food toppers securing extra nutrition and the supplements securing strong health benefits,” Legangneux said. Dogs’ wellness will remain the most important trend in the future, he said, and people are looking for new products outside of the usual food-treat-supplement formula.

“We have a lot more formulas in development. We are going to release a ‘Weight Management’ formula in Q1 2022 and will keep releasing more innovations throughout the year. The idea is to create a wide range of formulas to help dog parents keep their dog healthy, whatever issues they might face,” Legangneux added.

Cost and sustainability

Although the humanization trend prompts customers worldwide to spend more money on their pets, water additives still need to prove to customers that they are worth the additional costs.

“I think that most dog owners, in particular, see their pet drinking from dirty puddles so won’t pay for bottled specialized pet water. Tap water tends to be well accepted by most pets,” the PFMA spokesperson said.

“Some owners I know keep a tap running all the time, as their cats like to only drink from a running source. There are pet water fountains catering to this sector also, but I don’t see these products partnering with specific pet waters,” he added.

The bottom line, he said, is that flavored waters to encourage intake might be an area of growth, but that it is likely to be small as the cost versus tap water and the sustainability of single-use plastics is a barrier.