Functional Nutrition: Solution-Based Diets Grow as Pet Foods Focus on Specific Health Issues

As consumers become more informed about their pet’s nutritional needs, their interest in specialized diets has intensified, and manufacturers aim to meet these demands. Pet food manufacturers are paying attention to the dietary requirements of dogs, cats and other companion animals with the goal of creating premium pet food catering to specific health issues, as well as those that improve overall well-being.

More of today’s pet parents are seeking solution-based diets for their companion animals, and pet nutrition brands are responding with high-quality and innovative offerings. What’s more, the continued pet food humanization trend has resulted in consumers seeking out ways to improve their pets’ diets with food that contains specialized functional ingredients, especially those animals that have allergies or aversions to certain proteins, grains or other ingredients.

Innovation in this pet nutrition category has been focusing on specific, health-targeted ingredients, especially those aimed at food intolerances, digestive support, joint health and skin conditions. Pet food makers have responded with a plethora of choices and — to help drive sales — information about pet diets and how to meet specialized nutritional needs.

SquarePet has grown a strong following for its pet nutrition lines that include solutions for a variety of dietary needs, including limited-ingredient diets, grain-inclusive formulas and high-protein options, all designed to promote optimal health and longevity for pets.

SquarePet’s VFS (Veterinarian Formulated Solutions) line has been designed and created by the brand’s team of veterinary professionals including a board-certified veterinary nutritionist and PhD animal nutritionists to provide a portfolio of premium and all-natural solutions-based diet options to help support a dog’s individual needs. VFS’s ability to meet these needs stems from the SquarePet nutritional philosophy of pairing premium high-quality ingredients with solution based veterinary style nutrition.

VFS offers premium solutions based nutritional options that support the needs of individual dogs including VFS Active Joints, a diet designed to support joint health, VFS Skin & Digestive Support, a diet intended to support dogs with ingredient sensitivities or food allergies; VFS Ideal Digestion, a diet made with carefully selected ingredients to support digestive health; VFS Low Phosphorus Formula, designed to support dogs who may benefit from a high quality, all-natural low protein, low phosphorus, and low sodium diet; and VFS Low Fat Formula, a diet made with targeted and guaranteed low fat levels to support digestive health.

In 2022, SquarePet added the high-performance, high-protein POWERHOUND and POWERCAT to its VFS product line. The VFS Power series provides expansion to the brand’s already existing premium solutions based nutritional options.

VFS POWERHOUND is energy dense, high protein canine nutrition with guaranteed ultra-low carbohydrates tailored for performance. The high meat-based protein nutrition found in VFS POWERHOUND supports energy demands, strong muscles and bones, and promotes lean body mass for optimum body condition and weight control.

VFS POWERCAT is obligate carnivore nutrition specifically formulated to match the needs of the unique feline metabolism. High meat-based protein paired with ultra-low carbohydrates provide the carnivorous amino acids required by hypercarnivores to help promote strong muscles and a lean and fit body condition.

More recently, SquarePet’s VFS (Veterinarian Formulated Solutions) canned wet food line, which is expertly designed by veterinary professionals to meet the unique dietary needs of dogs, was launched with four targeted formulas: Skin and Digestive Support, Ideal Digestion, Low Fat, and Low Phosphorus. Each formula offers specific benefits, from supporting sensitive stomachs to addressing food sensitivities, providing retailers with non-prescription, high-quality alternatives to traditional veterinary diets.

Earth Animal is another brand that has crafted its diets to include pets with specific health needs. Earth Animal’s team of veterinarians and food scientists believe that feeding should be thoughtful, transparent, and aligned with the evolving needs of dogs and the values of their families. Wisdom represents the brand’s most innovative nutritional system, crafted with intention, backed by science and inspired by the animals it serves.

Earth Animal’s Wisdom dog food starts with a simple belief: every animal is unique, and so are their dietary needs. The Wisdom range of dog food is built on this principle, offering a forward-thinking approach that prioritizes consciously sourced ingredients and novel proteins.

A recent breakthrough in the Wisdom range is From the Seed, which the brand describes as a trailblazing plant-based recipe that redefines what healthy, ethical and sustainable nutrition can look like for dogs. Formulated by Dr. Bob Goldstein, a pioneer in integrative veterinary medicine, From the Seed combines lentil, sunflower and alfalfa proteins to deliver complete and balanced nutrition — without the need for any animal proteins.

In fact, according to an Earth Animal web article, “The Power of Plant-Based Nutrition for Dogs,” research shows that dogs can thrive on a well-crafted plant-based diet. From the Seed is designed for all dogs, especially those with sensitivities and in households making more conscious choices around sustainability and animal welfare. It’s gentle on digestion, rich in antioxidants and highly palatable —offering pet parents another way to feed their dogs, without compromise.

Tiki Cat has a specialized line of functional nutrition in its Solutions recipes, which feature real chicken and fish proteins that are minimally processed and perfectly balanced for the optimal protein, healthy fats and moisture that cats require. In addition, these recipes offer specialized support to meet individual needs.

The line covers eight distinct health issues; Mineral Balance, Dental, Skin+Coat, Mobility, Digestion, Light, Fussy and Liquid Meal Replacer. What’s more, Tiki Cat Solutions offers this functional nutrition in a variety of formats. From silky smooth mousse to irresistible pairings of baked kibble and toppers – the collection is available for the palate of every finicky cat.

Solution-based pet foods are common in the dog and cat space, but there are other pet parents who are looking to feed their companion animals something specific to their needs. In the small animal segment, dietary diversity and health-oriented ingredients are catching the attention of today’s consumers who are pet parents to a wide range of critters.

As all small animals are unique, their pet parents are seeking something specialized when it comes to the food that will best support their pet’s individual health needs. And that’s where Supreme Petfoods, a global leader in small animal nutrition, enters the picture. The brand’s Science Selective range has been designed to meet the specific nutritional needs of many different species, which include rabbits, guinea pigs, ferrets, degus, hamsters and other critters.

Simply put, the Science Selective range is the widest range of veterinary-recommended, species-specific foods available for small pets. Science Selective has grown in recent years to encompass life stage diets for rabbit and guinea pigs, which has led to it becoming synonymous with scientifically backed nutrition. Following the success of its House Rabbit formula, which contains a high fiber mix of forages that closely reflect natural grazing patterns of wild rabbits, Science Selective launched its Junior Guinea Pig, which is tailored to meet the nutritional requirements of guinea pigs up to the age of 20 weeks, in 2022.

According to Supreme Petfoods, retailers should make sure that they are always stocked with a diverse selection of nutrition products that support the varying needs of different small animal species. A known must-have for the small animal aisle is hay that, in addition to being a requirement for small herbivores, has health benefits like providing fiber to help wear down their growing teeth and support digestive health. However, while hay is essential, it must be used to complement, not replace, a balanced diet.

Pet parents are faced with a dizzying array of pet food choices, so education is an important component for retailers to meet the needs of today’s consumers. The key to determining the correct recipe for any pet is to ask questions. The age of the pet, understanding its dietary restrictions, as well as diets that fit within those restrictions, are all valuable when speaking with customers,

It is vital for pet store employees to be prepared to answer customers’ questions about selecting the right food for their individual pets. That’s why retailers need a well-trained staff that is ready to advise confused consumers and turn them into loyal patrons.

In addition, pet retailers should offer variety, as every pet has different needs and every customer has specific demands. It is also helpful to designate a section of the store to specialty diets, where retailers can direct consumers to clearly labeled foods that will address their pet’s specific nutritional requirements. And it goes without saying that there should be signage and shelf talkers along with the product to help pet parents better understand each specialized diet.

The rising price of pet food has become a significant force that is influencing trends; however, consumers have shown their willingness to spend on premium, specialized nutrition that will benefit their companion animal and enhance its well-being in the long run. Retailers would be wise to keep up with the innovative diets that are being made available by today’s pet food manufacturers. In the end, it’s good for the consumer and, in turn, good for the retailer’s bottom dollar. After all, one-time customers often become loyal patrons when they know their pet store sells the specific solution-based food that helps keep their beloved pet happy and healthy.