Panel discussion on...
Pet Supplements
Veronique Brun
Sales Director Europe, Biotexia
(formerly known as Fytexia)
About the Author
Prof. Dr. Simone Peschke
Emerita Professor, Consulting and coaching food technology Main focus: Innovation and flavor technology
Professor of Food Technology, Berlin University of Applied Sciences (10 years)
Main focus: Innovation and Product Development, Flavor Technology (in cooperation with DVAI), Functional and Novel Foods, Techno-functional Ingredients
Technical Director, Business Unit Sweet & Head of Competence Center Health & Nutrition, Symrise AG (7 years)
Senior Director Research, Development & Application Ingredients Europe, Wild Flavors Berlin (17 years)
Member of AgroFOOD Industry Hi Tech's Scientific Advisory Board
In this Panel Discussion, several prominent companies within the food and nutraceutical ingredient industry have been invited to discuss about drivers and barriers of healthy lifestyle, focusing on global and regional consumer trends, scientific achievements, emerging delivery formats, use of AI technologies and the implementation of the United Nations sustainability goals.
1A) Most ingredients developed for the pet market do not benefit from the same depth of scientific evidence as those used in human nutrition. Only a limited number have been clinically studied in the specific species they are intended for, which creates a gap in robust, species-relevant data.
1B) Species-specific research is generally essential. Human data alone is rarely considered sufficient by pet brands, who increasingly expect clinical evidence generated directly in the target species.
1C) Pet humanisation has limits, as the health challenges faced by pets often differ from those of humans. Only a few areas overlap, such as stress, mobility, weight management, and digestive health. It is therefore important to avoid assuming that human health insights automatically translate into equivalent benefits for pets.
1D) As in human supplements, standardisation and bioavailability are key to ensuring consistent efficacy. Some premium pet food manufacturers even apply standards comparable to those for infant nutrition, recognising that young children may occasionally consume pet food and wanting to ensure maximum safety.
1E) Pet owners tend to follow the same preferences they have for their own diets, such as vegan, gluten-free, or clean-label choices. Sustainability and transparency have become increasingly influential purchase drivers.
1F) Owner-led user trials, supported by structured questionnaires, are a practical starting point. They capture both perceived benefits and palatability, the latter being especially important for product success.
1H) As in human research, rigorous double‑blind, placebo‑controlled protocols are needed. A key challenge is ensuring pet owners remain unaware of what their animals are receiving, to avoid bias.
1I) Owner‑reported outcomes complement veterinary assessments. While subjective, they provide valuable insight into perceived efficacy and palatability, particularly important for compliance and long‑term use.
1L) Yes, there is clear growth in supplements focused on healthy ageing. Brands increasingly address multiple aspects such as mobility, weight management, detoxification, and overall vitality.
4A) The credibility of pet supplements will depend on strengthening clinical research and generating robust species‑specific evidence. This will be essential to enhance transparency, earn consumer trust, and differentiate high‑quality formulations from less substantiated offerings.
Panelists
Katrin Hedvall
Head of Food Sweden AFRY
Dr. Banu Sezer
Global Market Development Manager
Anton Paar GmbH, Graz, Austria
Dr. Adam M. Adamek , PhD
CEO, Editor-in-Chief, Food Edge, Belgium
Elizabeth Koumpan
Distinguished Engineer and CTO
for IBM iOps organization
Kirt Phipps
Principal Scientific Consultant –
Toxicology & Regulatory Affairs, Intertek
Dayna Lozon
Scientific Consultant 1 – Toxicology and Regulatory Affairs, Intertek
Karen E. Todd, RD
VP, Global Brand Marketing
Kyowa Hakko USA
René Floris
Chief Innovation Officer, CIO,
NIZO Food Research
Veronika Pipan
Head of Scientific Support at PharmaLinea
Dr. Mariette Abrahams MBA
CEO & Founder of Qina
References and notes
- Kovalkovičová, N et al. 2009. Some food toxic for pets. Interdiscip Toxicol. 2(3):169–176. https://doi.org/10.2478/v10102-009-0012-4
- Beleć, K et al. 2025. The Effect of the Type and Concentration of Garlic (Allium sativum) on Heinz Body Concentrations in Canine Erythrocytes—An In Vitro Study. Animals, 15, 3188. https://doi.org/10.3390/ani15213188
- Benyacoub, J. et al. 2003. Supplementation of Food with Enterococcus faecium (SF68) Stimulates Immune Functions in Young Dogs. J. Nutr. 133: 1158-62. https://doi.org/10.1093/jn/133.4.1158
- Bednorz, C. et al. 2013. Feeding the Probiotic Enterococcus faecium Strain NCIMB 10415 to Piglets Specifically Reduces the Number of Escherichia coli Pathotypes That Adhere to the Gut Mucosa. Appl. Environ. Microbiol. 79(24):7896-7904. https://doi.org/10.1128/AEM.03138-13
- Benvenuti, L. et al. 2023. Dietary Supplementation with the Probiotic SF68 Reinforces Intestinal Epithelial Barrier in Obese Mice by Improving Butyrate Bioavailability. Mol. Nutr. Food Res. 67(13): 2200442. https://doi.org/10.1002/mnfr.202200442
- Beirão, B. C. B. et al. 2018. Effect of an Enterococcus faecium probiotic on specific IgA following live Salmonella Enteritidis vaccination of layer chickens. Avian Pathology, 47(3), pp. 325–333. https://doi.org/10.1080/03079457.2018.1450487
- Bybee, S. N. et al. 2011. Effect of the Probiotic Enterococcus faecium SF68 on Presence of Diarrhea in Cats and Dogs Housed in an Animal Shelter. J Vet Intern Med. Jul-Aug;25(4):856-60. https://doi.org/10.1111/j.1939-1676.2011.0738.x
- Regulation - 1831/2003 - EN - EUR-Lex
Questions
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Ingredients companies - clinical data
A) What are the main scientific gaps that still exist in PET supplement development compared to human dietary supplements?
B) How important is species-specific research when selecting and developing active ingredients for pets? Can human data ever be sufficient?
C) Is the humanization of pets helping consumers make better-informed choices, or does it risk creating unrealistic expectations about supplement performance?
D) From an ingredient supplier’s perspective, which quality parameters (standardization, bioavailability, purity) are most critical for PET applications?
E) How are trends such as “clean label,” sustainability, and transparency influencing pet owners’ purchasing decisions in the PET supplement space?
F) What type of clinical evidence should realistically be expected to support PET supplement claims today?
G) Which types of claims are most likely to be misunderstood by consumers, and how can this risk be reduced through clearer substantiation and labeling?
H) What are the main methodological challenges in conducting clinical trials for companion animals, and how can they be addressed?
I) How reliable are owner-reported outcomes compared to veterinary assessments, and how should they be integrated into study design?
L) Have you noticed an increasing trend in the use of one (or more) ingredients for pet supplements formulated to promote healthy ageing?
Formulation
A) What are the biggest formulation challenges in PET supplements, particularly regarding palatability, stability, and dosing accuracy?
B) How do formulation choices (e.g., chews, powders, liquids) influence compliance and consistent use from a consumer perspective?
C) Do you see a shift toward simpler, single-ingredient formulations, or are multi-active blends still the dominant approach? Why?
D) How do species differences (dogs vs cats, size, age) influence formulation strategies?
E) Omega 3 alternatives for pet nutrition and sustainability: how do the innovative omega-3s for pet food stack up against their traditional fishy counterparts?
Regulation
A) How do regulatory frameworks for PET supplements differ between the EU and the US, and what challenges do these differences create for global brands?
B) Which types of claims represent the highest regulatory risk today, and which are more likely to be acceptable if properly substantiated?
C) Do you expect regulatory oversight of PET supplements to become stricter in the coming years? Why or why not?
D) What role should veterinarians play in guiding pet owners’ choices regarding PET supplements, and how can trust between brands, vets, and consumers be strengthened?
Open questions
A) Looking ahead 5–10 years, what will be the key factors determining the credibility and long-term success of the PET supplements sector?
B) In your view, what single change—scientific, regulatory, or educational—would most improve consumer trust in PET supplements over the next decade?
References and notes