Our decades of work representing hundreds of human nutraceutical and wellness brands means Media Relations Agency understands ingredient science, claims compliance and the psychology behind health-conscious purchase decisions.
By applying our deep knowledge of the human nutrition industry, we can help pet nutrition brands build credibility, communicate benefits clearly, and accelerate growth in a highly competitive, very crowded landscape.
Fragmented innovation means you need to fight hard for visibility
A decade ago, the human nutraceutical boom produced thousands of product launches, with functional foods and ingredients targeting specific health benefits such as heart health, digestive health or immune support. Claims were thrown around without much in the way of substantiation. Look-alike products with sound-alike names confused even the most motivated buyers.
Gradually, science-backed brands with proven efficacy and manufacturing quality have emerged as category leaders. We’ve been there as the industry matured.
Today’s pet industry shows a similar pattern. There is rapid SKU proliferation. Functional claims are prominently displayed on product labels. Breed-specific and life stage products abound. It’s becoming increasingly difficult to be seen, and to differentiate your product from the competition.
We’re extremely familiar with the evolution taking place
About 10 years ago …
1.Human nutrition: Preventive health was beginning to replace basic nutrition to help maintain wellness and manage the symptoms of chronic conditions.
Pet nutrition today: Functional ingredients such as probiotics, immune-support formulas and joint-health nutrients are increasingly marketed as preventive health interventions.
2. Human nutrition: Wellness lifestyles began driving nutraceutical growth, as consumers became willing to pay for premium health-focused products.
Pet nutrition today: Pet owners increasingly treat their pets as family members, driving demand for human-grade ingredients, fresh meals and personalized nutrition plans.
3. Human nutrition: Functional ingredients migrated from supplements into food formats, blurring the boundaries between supplements and foods.
Pet nutrition today: Functional ingredients, such as probiotics and omega-3 fatty acids, were once sold primarily as supplements. Now they are added directly into pet foods and treats.
4. Human nutrition: Gut health became a flagship category, with probiotics and prebiotics showing double-digit growth.
Pet nutrition today: Digestive health accounts for nearly half of pet probiotic supplement sales.
We can help your pet nutrition brand gain visibility, credibility and trust
We have worked with hundreds of human nutraceutical and functional food start-ups and leaders. We have interviewed the researchers and food scientists. We understand the terminology and health implications. From healthy aging to gut microbiomes, heart- and joint-health, we’ve got the background and experience.
We have created and implemented strategic marketing campaigns that sell. We know how to communicate your key value points and what makes you different from your competitors.
We understand where you are now and where you want to go. Even more important, we know how to help you get there. From our pet-loving team to yours, we’re excited to get started. Call us at 952-697-5269 or use this link to schedule a call with a publicist.
