“Our NOW Pets Joint Support supplement is one of our best sellers, so given the popularity and demand, we thought there was room to add another product to support joint mobility that is formulated to help maintain cartilage and connective tissue,” Brittanie Tomassoni, NOW Pets category manager, told NutraIngredients-USA.
The company’s newest supplement is formulated with Lonza’s UC-II ingredient, an undenatured type II collagen that has been shown to ease joint stiffness resulting from normal daily exercise.
The hip and joint segment
According to Grandview Research, the hip and joint segment held the largest revenue share of over 60% in a $1.9 billion global pet supplement market in 2021. The research firm projects that the overall market will grow at a CAGR of 5.9% from 2022 to 2030, with hip and joint segment continuing to lead the category.
“There are many pet joint support products on the market; however, when looking for one that is affordable and backed by clinical studies, it narrows the pool,” Tomassoni said.
The UC-II Advanced Joint Mobility Supplement is supported by clinical research showing that consumption of UC-II collagen in dogs resulted in a 66% reduction of overall occasional stiffness after 120 days of supplementation. It also indicated that stiffness increased after stopping supplementation. The product, formulated by leading integrative veterinarian Dr. Barbara Royal, also includes glucosamine HCI, MSM, and boswellia extract in support of joint health.
“Just like people many of our senior companion animals experience a decline in mobility as they age,” Bill Bookout, president and founder of the National Animal Supplement Council (NASC) told NutraIngredients-USA. “Products that help maintain joint health and alleviate discomfort associated with the aging process play a key role in helping our furry family members live a long, happy, healthy life to the maximum degree possible.”
Seal of approval
NOW highlights that all its pet products are backed by the NASC Quality Seal, which testifies to the integrity of animal health products and adherence to a stringent set of quality control, adverse event reporting, labelling and testing requirements.
“NOW is a company that has always been committed to quality for both its human and animal brands,” Bookout said. “When you bring quality supplier with Lonza, a highly researched ingredient like UC-II, together with a leading veterinarian in Dr. Royal and pair those with a company like NOW that leads by example in its commitment to excellence, I think it is fairly certain that they will provide a product that helps make a difference in the lives of dogs and cats.”
The NOW Pets line launched in 2015 with four supplements and has grown to include 11 products in support of cardiovascular, metabolic, gastrointestinal, immune, joint, kidney, allergy, mood, weight and urinary health.
