It’s ‘Reigning’ Cats and Dogs

Americans really love their pets. In a study of more than 900 pet owners by BizRate.com for Shopzilla Inc., 56 percent of women queried felt their pets were more affectionate than their partners, and 68 percent reported their pets made them happier than their jobs. In addition, a 2004 survey conducted by the American Animal Hospital Association (AAHA) revealed that if stranded on a desert island, 50 percent of the pet owners surveyed would choose a dog or cat for companionship over a human; 93 percent further said they were likely to risk their life for their pet. Pet owners have backed their loving feelings with money—a lot of money.

Increasingly indulgent pet owners provide their furry companions with comforts usually reserved for family. It is simply not enough to give a dog a bone, or for that matter, a crystal studded collar. Luxury accessories have their place, but they are not necessarily the primary way health-conscious pet owners pamper their animals. “I don’t stock food and treats that are just pretty like I do with my jewelry items,” said Rhonda Cornellison, owner of Heart of My Heart Pets. “Nutrition should be important for all pet lovers because a pet may not need a pearl necklace but it needs healthy food.”

Pam Upton, national sales manager of Pet Naturals, agreed with the assessment. “People who spend money on jewelry, furniture and toys for their pets are also beginning to spend money on healthy food and products for their pets,” she said.

The pet industry is the seventh largest retail segment in the United States, growing at a rate of 6.5 percent a year, exceeding toys and candy. This formerly under-performing market is now the economy’s “new demographic,” according to market research analysis by TDC Trade. Retailers have an opportunity to reach consumers by reinforcing the link between nutrition and increased pet longevity and health, and by stocking high-quality pet products not available at pet stores, supermarkets and discount retailers.

Food is the foundation of life, for both humans and animals, but it must be high quality to promote optimal health. “Mediocre food generally produces mediocre health,” said Andi Brown, director of HALO, Purely for Pets. Pets cannot shop for themselves, so it falls to humans to make the dietary decisions.

Many are unaware that some packaged pet foods are nutrient deficient and may contain harmful ingredients such as oxidized fats, toxic preservatives and animal by-products. Commercially manufactured kibble is often processed using extreme heat that can destroy nutrients. “A person could live on potato chips and beer, not necessarily very long, or very well, but they could survive,” Brown noted. “Most pet foods on the market do little more than provide that kind of minimum standard. It’s no wonder animals are suffering from diseases in epidemic proportions.”

Retailers should look for minimally processed foods that contain an appropriate ratio of vegetables, USDA grade meat and whole grains. Pet food manufacturers are only required to list percentages of ingredients, not sources. Purchase from companies that fully disclose their ingredients, because savvy pet food buyers will want to know the source of “meat” on the label. If sources are not identified on the label, ask for documentation from the manufacturer.

The practice of full disclosure also protects pets with food allergies, which account for almost 10 percent of allergies in dogs and cats. Common pet food ingredients such as wheat, soy, yeast, potato and beet are among the most allergenic. “Disclosure to the consumer is very important,” Upton said. “If there are undisclosed ingredients, a pet with severe allergies could have serious problems.”

Retailers can help customers choose a quality pet diet by advising them to feed from a variety of food sources that contain active enzymes and cultures, and to buy packaged food from companies with scientific and health credentials.

Food is a pet’s primary source of nutrition, but as with humans, it does not always provide enough nutrition to counteract the effects of environmental pollution and the everyday stress that can deplete the body of nutrients. “Many pets have health issues that cannot be remedied by diet, and in this regard, supplements can help tremendously,” Upton said. And as with humans, the more stressful the pet’s lifestyle, the more supplemental nutrients are required.

“Skin and coat improvements are the first things people see in animals taking EFAs, but they are also good for heart disease, immune function disorders, improved cognition and a myriad of other health conditions,” said Carder Starr, owner of Sea Pet.

It’s true what they say, it’s not what you eat—it’s what you digest that matters. Healthy levels of enzymes promote proper digestion, are produced by the body or can be found in food, and help an animal get the most from supplements and food. The process of manufacturing many commercial pet foods destroys these natural digestive enzymes, often rendering supplementation necessary. “Dogs in particular require supplementation because their bodies often lack the enzymes necessary to break down grains in commercially manufactured foods,” said Gabby Sill, executive assistant at Specialty Enzymes and Biochemicals.

Not all pet owners realize their four-legged friends are susceptible to the same health problems they themselves face. Immune function disorders, obesity, and joint and bone ailments are not limited to humans. “All pet owners should be aware that the same degenerative diseases we humans suffer are also suffered by our pets,” said Nate Armstrong, vice president of corporate sales at Designing Health. “Much of the cause of degenerative disease is highly dependent on nutritional choices.”

The weight-control market is the fastest growing segment in the pet food category, according to Information Resources Inc. and Roper ASW. Obesity will occur in 25 percent of dogs and cats, according to the National Research Council of the National Academy of Sciences.

And if the proof of the pudding is the eating, then dig in, because the Royal Canine Weight Management Clinic at the University of Liverpool’s Small Animal Hospital created a “fat camp” where furry patients have their fatty tissue measured during a medical exam, and are given specific dietary plans and exercise regimens to follow for several weeks.

It is evident that pet obesity is a growing problem and pet owners will go to great lengths to find solutions. Various weight-loss products for pets have hit the shelves recently, including K9 Carbdown by Pet Naturals, which works by neutralizing carbohydrates and starches in the digestive system. Many industry manufacturers believe grainladen processed foods are to blame for the rising obesity in pets.

Industry manufacturers agree the first option in the weight-loss struggle is to feed dogs and cats two and three times daily, respectively, ensure pets engage in adequate exercise and reduce treats. “You would never give a child an entire bag of cookies; likewise, one or two meat treats a day is adequate for a dog or cat,” Brown said.

The pet treat market is growing, allowing retailers to help pet owners substitute healthy treats over sugar- and refined flour-laden varieties. “There are healthy treats and there are unhealthy treats ...sugar can be directly linked to behavior problems in pets,” Brown said.

Treats do not need to be the equivalent of junk food for animals and can perform a nutritive function by acting as a delivery system for supplements. Manufacturers of healthy pet treats such as Planet Dog and Zuke’s have incorporated healing ingredients into treats such as glucosamine, chondroitin and chlorophyll to address specific health concerns. “Psychologically, it’s a reward for the owner to be able to give their pet a treat instead of making them take medicine,” said Andrea Hendersen, public relations associate for Zuke’s. “Healthy treats for pets are a growing market segment, and now dogs and cats can have fun foods that are a healthy alternative to non-nutritive treats. It’s good to know that there are healthy alternatives out there.”

Another critical factor in pet health is activity, as inactivity can lead to obesity, emotional stress and other health problems. “Obesity is often directly related to dogs being overfed and under exercised,” said Margot Kenly, founder of Blue Dog Bakery. Because dogs and cats are naturally active animals, joint conditions such as hip dysplaysia and osteoarthritis are particularly unpleasant, causing pain and restricting movement. Arthritic conditions can be caused by degenerative or genetic diseases, and specialized supplements can help sufferers regain mobility and experience decreased pain.

Glucosamine and chondroitin have proven effective in relieving arthritis by repairing existing damage and slowly building and nourishing cartilage, which prevents deterioration and increases mobility. MSM (methylsulfonylmethane) is a highly regarded sulfur compound that helps heal joint tissues by reducing inflammation and relieving pain. Mike Smith, vice president and general manager of Dynamic Nutritional Products said, “This triple combo [glucosamine, chondroitin, and MSM] continues to be the joint health supplement of choice.”

“Mobility problems such as arthritis, hip dysplasia, and injuries can occur at any time in a pet’s life,” said Stephanie Johnson, product manager at American BioSciences. DGP™ (Dog-Gone-Pain) is a proprietary supplement formulated by American Biosciences that addresses joint function and enhanced mobility, developed by Australian veterinarians and herbalists. DGP combines natural compounds used in traditional medicine that are anti-inflammatory, provide pain relief, support the nervous system, and improve gastrointestinal, skeletal and immune health.

And while pain relievers can help pets cope with physically distressing conditions, controversy over the safety has prompted Americans to turn to natural pain remedies for themselves and their pets. Homeopathic Arnica montana is useful for topical pain relief; and Fido-Wobenzym by Marlyn Nutraceuticals appears to break down harmful proteins that irritate joints and supports immune function. Dogs may also be given aspirin or white willow bark; however, these substances are poisonous to cats. Cat owners can help their pets find relief through safe, non-toxic flower essences and homeopathic remedies.

Skin and coat problems including irritated, flaky, itchy skin, or a lackluster coat, could be a manifestation of a more serious problem, including immune dysfunction, nutritional deficiencies or use of harsh topical treatments. Advise customers to support their pet’s immune system safely and effectively by supplementing with maitake, garlic and probiotics. Abnormalities caused by nutritional deficiencies can be remedied by administering omega-3 and omega-6 fatty acids, nutritional yeast and lecithin.

Pet owners will go to great lengths to ensure their companions’ happiness and natural products retailers can help consumers make the vital connection between happiness, longevity and proper nutrition. “The desire to deal with pet health issues in a natural way is evident by the emergence and growth of pet products sections in health food stores, that a short time ago did not carry many, if any, pet products,” Johnson said.

“Many refer to the pet industry as recession-proof,” said Bob Vetere, managing director and chief operating officer (COO) of the American Pets Products Manufacturers Association Inc. “Consumers may trim expenses here or there, but they still feed, entertain and care for their pets, and even manage to find a few extra dollars to splurge on a new treat or toy. While the U.S. economy has suffered these last couple of years, the pet industry has not mirrored it.”

Understanding the Raw Food Diet

Dogs all over the country are eating B.A.R.F., or Biologically Appropriate Raw Foods or Bones And Raw Food. The B.A.R.F. diet originated with veterinary surgeon Ian Billinghurst, who observed that the healthiest canine patients in his clinic were not eating kibble, but rather raw meat and raw bones. Dogs on B.A.R.F. are generally fed raw meat, raw vegetables and raw meaty bones, while cats are fed raw meat almost exclusively. Many pet foods manufacturers have their own variation of the B.A.R.F. diet and contend that animals are biologically intended to eat foods similar to those they would hunt or scavenge in the wild. “Raw foods are 100 percent digestible and provide superior assimilation of nutrients,” said Matt Koss founder of Primal Pets.

However, B.A.R.F. is not without its detractors; many claim consumption of raw meat may lead to serious bacterial infections, such as salmonella. A study published by The Canadian Veterinary Journal (43, 6:441-2, 2002), found salmonella present in 80 percent of raw meat sampled from meals fed to the dogs in the study. B.A.R.F.ers counter by claiming dogs’ digestive systems are specially adapted to handle pathogens associated with raw meat.

Homeopathy for Pets

For many consumers, the stewardship of the family’s health extends to include their pets—a valuable part of the family. Pets are particularly dependent on the choices made by their owners for health and wellness. One important medical option for companion animals is homeopathy. Homeopathic medicines offer safe and comprehensive therapeutic potentials to treat and commonly cure a wide variety of health and wellness issues with pets.

Homeopathy functions very differently from other remedies such as herbs, vitamins and minerals. While herbs, vitamins and minerals work on a biochemical level to change or support body chemistry, homeopathy works on a bioenergetic level to bring balance to the body’s communication networks. All body functions are controlled and coordinated through energetic communication networks such as the nervous system. Every chemical within the body has a particular charge to respond very specifically to the energetic control networks. By balancing the energetic communications with homeopathy, the roots to the body’s biochemical functions can also be restored. The bioenergetic realm of life helps control the biochemical realm of life.

New breakthroughs in homeopathy have made it easier and more effective to use for pets. Specially designed combinations of ingredients, multiple potencies and taste-free pure water bases enable consumers to simply pour the medicine into the water bowl once a day. The animal receives a dose whenever it drinks; in addition, because homeopathic remedies have no side effects or negative drug interactions, multiple animals can share the same water bowl.

Common health problems such as allergies, appetite control, arthritis, bad breath, indigestion, excessive drooling, foul gas, skin problems/itching, compulsive barking, stress, wounds/injuries, bladder incontinence and urinary tract infections all respond well to homeopathic treatment. Homeopathy offers added healing opportunities to existing approaches as well as solutions to problems that have had no previous answers!

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