Product News

For many, administering dental care for pets may seem daunting, but an adequate care routine is imperative for their overall physical health. Fortunately, the pet dental care category is constantly expanding and evolving, giving pet owners a variety of options that meet their needs. Interest in natural dental products, in particular, is on the rise, which some industry insiders believe is due to more pet owners being conscious of their own health and the health of their pets. 

“Post-COVID, we have noticed that consumers spend more time researching natural products to support their pet’s health,” said Ted Hayes, owner and founder of Life Line Pet Nutrition, a Gig Harbor, Wash.-based manufacturer of pet nutritional supplements. “The demand for natural products specifically is steadily increasing.”

Consumers are looking for inexpensive and natural ways to keep their pet’s teeth healthy, he added. 

“[Pet parents want] natural products that are easy to administer, [are] environmentally friendly and cost effective,” he said. “It’s important that the product is something the pet will readily eat or seek out in some instances.”

Another factor that’s driving demand for oral care, according to insiders, is that many of the pets that were adopted during the pandemic are coming into adulthood. 

“[These pets are] just old enough to show early signs of oral disease,” said Jenna Harrison, store manager of NorthPoint Pets, a pet store in Cheshire, Conn. “Many conversations start with, ‘I just came from the vet and …’”

Just like humans take annual trips to the dentist, pets should have their teeth looked at by a veterinarian once a year. Preventive care can help with early detection of periodontal disease, which is the most common dental condition for pets, according to American Veterinary Medical Association (AVMA). If not cared for, the condition can worsen.

AVMA recommends regularly brushing pets’ teeth to remove plaque and tartar buildup as the “single most effective thing” pet owners can do to keep pets’ teeth healthy between visits and improve dental health.

However, putting a toothbrush in a pet’s mouth is not always an ideal way to clean their teeth as it can be stressful for humans and pets. Instead, pet owners tend to prefer a more passive approach to oral care, according to Harrison, who noted dental treats, chews and supplements that bypass the need to brush their pet’s teeth are poplar.

“Most pet owners who request to see dental products are first-timers to oral care and often need assistance determining what’s best for them and their pet,” Harrison said. “Since packaging can be a bit misleading, I find pet owners appreciate a tour of options and some guidance about how to choose the product suited for their needs.”

This Way to Cleaner Teeth

Options abound when it comes to the pet oral care market, which encompasses toothbrushes, toothpastes, rinses, sprays, water additives, wipes and treats (though in some categories natural options are limited).

“Pet parents typically seek products that check the box of ‘cleaning teeth’ without having to brush,” Harrison said. “These are often quicker, easier and seen as a perk to the pet. When given a choice between a dental kit with a brush and toothpaste or a variety of other tools that don’t involve brushing, 98 percent of the time they’ll choose the latter.” 

Chewable, digestible treats are highly requested, followed closely behind by supplements, insiders reported.

“With edible dental chews, the pet’s mechanical chewing action helps clean their teeth as they enjoy the chew,” said Glen Axelrod, president and CEO of Nylabone Products, a Neptune City, N.J.-based manufacturer of pet products. “Some of these chews also include added ingredients to aid in freshening breath.”

Innovative shapes and beneficial cleaning textures, such as ridges and nubs, are top considerations for pet owners that seek dental chews, Axelrod said. The textures of dental treats work to remove plaque and tartar buildup from teeth, as well as clean gums as the treats are chewed, he noted.

“When it comes to size, dental chews should be chosen [based] upon a dog’s weight to reduce the possibility of choking,” Axelrod said. 

The flavor of natural dental products is a major deciding factor for pet owners in front of a product shelf. 

“Consumers actively search for products they believe their dog will truly enjoy,” Axelrod said. “The product can’t work if the dog doesn’t enjoy it. Pet parents are also paying close attention to ingredient panels and the added dental benefits that those ingredients may provide.”

Nylabone recently launched Nutri Dent Easy Hold Trios, a three-sided dental chew that features 360-degree cleaning power with multi-textured ends. 

“These delicious filet mignon-flavored chew treats are made with a limited-ingredient formula and help to reduce plaque and tartar buildup as dogs chew,” Axelrod said. “Nutri Dent Easy Hold Trios can be fed as one larger treat, or easily broken into three separate, smaller treats for additional treating occasions or multiple dogs.”

Supplements that offer oral care support are another popular format with pet owners. Life Line Pet Nutrition offers Organic Ocean Kelp, a natural supplement for cats, dogs, livestock and horses, which was launched in 2003 and is still a best-selling product, according to Hayes.

The kelp contains fiber, protein, more than 60 different minerals and vitamins, and 21 amino acids, according to Hayes. The product is easy to administer as a food topper, and will help reduce tartar buildup on pets’ teeth, he added.

“Our customers enjoy knowing, short of going to Iceland and eating kelp straight out of the ocean, Life Line Pet Nutrition’s Organic Ocean Kelp is its most natural state,” Hayes said.

4 Ways to Promote Dental Health

While pet owners are becoming more aware of the necessity of an oral care routine for their pets, they often still need guidance. Industry insiders offered four strategies that pet specialty retailers can utilize to ensure customers are aware of pet dental products.

1. Try Cross-merchandising

“When products are displayed on an endcap or some other secondary location at retail, consumers are typically drawn to those products and additional sales are often achieved,” said Glen Axelrod, president and CEO of Nylabone Products, a Neptune City, N.J.-based manufacturer of pet products. “Cross-merchandising with other successful products within a brand can also be helpful as it creates synergy between products that may otherwise not be noticed. Shelf talkers or other forms of inline signage also help products stand out, especially when the set is inundated with many additional products.”

2. Prioritize Education

“Don’t assume that your customer knows how frequently to give dental treats, or how to introduce a toothbrush to their dog for the first time,” said Jenna Harrison, store manager of NorthPoint Pets, a pet store in Cheshire, Conn.

3. Get Social

“Social media highlights with actual user experience or customer feedback is a great way to highlight products that don’t display well in stores,” said Ted Hayes, owner and founder of Life Line Pet Nutrition, a Gig Harbor, Wash.-based manufacturer of pet nutritional supplements.

4. Host An In-Store Event

“Creating an in-store event around natural treats and edible chews is a great way to introduce consumers to the array of natural offerings on the shelf. Placing a spotlight on the natural offerings and their benefits reinforces these premium products over possibly less desirable competitive products,” Axelrod said. “Simply having informed staff members to proactively help educate consumers on the various products can make or break a sale.”