The many roles biotics could play in pet products
With the ability to address issues across pet well-being, from gut health to brain function, biotics are ripe for development into novel products targeting specific needs.
The need for innovative pet product presents exciting opportunities to savvy marketers and entrepreneurs. Unmet product needs are evident, based on the top claim areas of digestion and immune health, continued demand for more effective dental products and the emerging interest in nootropics. Biotics may have the potential to fill many of these gaps in the market.
Delving into biotics
There are varying types of microbiome-enhancing ingredients. These improve not only gut health but also several areas outside of the gut such as the brain, joints and oral cavity.
Fermentable dietary fiber (e.g. beet pulp, pea fiber) nourishes the gut through its breakdown by gut microorganisms. Prebiotics (e.g. fructooligosaccharides, inulin) feed the beneficial bacteria. Probiotics (e.g. Bacilli, Lactobacilli) add beneficial, active organisms to the microbiome and postbiotics (e.g. brewer’s yeast, yeast fermentates) are bioactive compounds produced by beneficial bacteria.
The use of these tools is becoming more prevalent in diets, treats and supplements, although many products lack these ingredients or use inferior sources of them. New technologies continue to emerge: a recent study from Cargill/Diamond V indicated that dogs fed a yeast fermentate postbiotic were assessed by their owners to not only have improved mood and immunity, but also better breath!
Influencing the gut
Gut actives such as the ‘biotics’ improve the composition of the microorganisms that live in the gut. An improved microorganism population will help nourish the lining of the gut by producing energy sources that are preferred by cellular lining. Probiotics have been shown to change the composition of the mucus secreted by the gut lining to be more effective in protecting the gut, and dietary fiber sources help produce the right types of energy sources for the gut.
Of course, gut actives are helpful to the gut. But communicating the specific effects can be a marketer’s dream. One way to improve products would be to assure the presence of a moderately fermentable fiber blend along with prebiotic, probiotic and postbiotic sources at efficacious levels. Providing a gut defensive shield will pay dividends in food products committed to improving animal health and satisfying consumer expectations.
Effect on the brain
The market for human nootropic supplements now exceeds $4 billion (€3.7B) with significant future growth expected. Prebiotics have shown benefits in improving cognition in humans. In pets, prebiotics such as fructooligosaccharides and certain strains of Bacilli, Lactobacilli and Bifidobacteria probiotics have both cognitive and mood benefits.
Pet owners realize the benefit of having smarter, more trainable pets. Savvy messaging can help consumers understand that increasing specific prebiotics and probiotics in pet diets can improve cognition as well as mood.
An aid to oral health
Many different pet products exist to improve oral health. Most of these rely on mechanical action. While this approach is valid, this area remains a concern.
The mouth is like the gut in that it is home to many bacterial species. The opportunity exists for innovative pet brands to address this problem differently by favorably altering the microbiota of the oral cavity. Probiotics for human oral health exist but their application to the pet mouth remains underdeveloped.
Tackling skin disease
Atopic dermatitis (skin inflammation) is not uncommon in pets. A recent study found that when dogs suffering from this disease were fed a probiotic (Lactobacillus paracasei) and prebiotic (kestose) combination, their dermatitis severity and the use of steroid drugs decreased. Thus, microbiome tools can be leveraged in innovative pet products addressing skin health.
Boosting the immune system
Consumer interest in healthy immunity remains high. A recent study indicated that consumers believe biotics are effective at improving immune health (81% for probiotics, 65% prebiotics, 49% postbiotics). The ability to translate biotics immune science from humans to pets is strong. A recent study using a postbiotic developed for humans improved the immune health of dogs.
Discovering consumers’ ‘pain points’ in their quest to improve their pets’ health can unlock new product ideas. Many microbiome-enhancing tools exist to address these key areas and improve the health of pets.
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