As pet owners increasingly turn to safe, natural and scientifically-supported nutrition, natural products retailers have a unique opportunity to stand out, says Dr. Ariati Aris, Scientific Affairs Specialist, PhytoGaia.
To do that, Scott Steinford, Co-CEO of the Carson and Bear Wellness Project and founder of Trust Transparency Consulting says retailers should depend on three major differentiations from their big box stores or online retailers:
- Education: “Having a well-educated staff member that is well versed in the companion pet sector is a significant value add that many loyal customers appreciate,” Steinford says. “This staff member will provide a higher level of service and quality to your brand image.”
- Quality: “Learn more about quality standards of the brands you carry,” Steinford recommends. “Look for the NASC Quality Seal to provide a higher level of confidence in the products you carry.”
- Vetted Product Selection: “Remind your customers your establishment provides a vetted selection of products not defined by potentially fake reviews or required profit margins,” Steinford adds.
Once you have those standout products, let customers know. “Help pet owners understand why certain ingredients matter,” says Dr. Aris. “Highlight the benefits of the ingredients and connect them to the common concerns pet owners have. By connecting science to their pets’ everyday needs, it’s not just selling a product, it builds trust and long-term loyalty.”
Marie Parks, MS, Ingredient Science Specialist, Stratum Nutrition, also notes that it is important to know the target customer and where they get their information. Referencing the American Pet Products Association (APPA) 2025 State of the Industry report, Parks says, “Millennials and Gen X are still relying on in-store browsing to gain product awareness but Gen Z is more likely to learn about products through social media, predominantly YouTube and Instagram. Younger customers are relying more on online shopping, particularly home delivery and subscription-based plans, so make sure all of your online content is accurate and up-to-date, and all products are available with proper search terms. As consumer education expands, retailers need to not only adapt to trends but also focus on providing high-quality and research-backed options.”
Another aspect of education is making sure retail staff are in the know. “Retailers should invest in staff training and provide clear and engaging in-store materials that explain the science behind products probiotics and botanicals, or how mechanisms like the gut-brain axis works,” says Mindy Wetzel, North America Regional Marketing Manager, IFF Health Sciences. “Pet parents are savvy – they don’t want to place their pets’ health in the hands of a solution they don’t trust. They want to understand why a product works so they can be confident they’re making the right choice.”
Parks adds that retailers can work with brands and ingredient suppliers to help ensure that the staff is educated to help customers choose products that align with their goals, needs, and values. “Take the time to understand the brands, ingredients, and products offered so that accurate information can be relayed, to build and maintain customer trust. For example, upcycled and sustainable products are becoming more popular, so learn about ingredient sourcing and company practices to 'weed-out' those making unsubstantiated claims. Give customers a reason to choose one store over another, not just regarding cost, but also consistent high-quality service and products in an inviting environment. Every trip to the brick and mortar, or virtual, store should be with as few hurdles for the customer as possible so that they have a pleasant experience they feel good about and will want to keep having.”
To help engage pet parents, Lauren Clardy, Maypro Senior Director of Branded Ingredients, notes: “Today’s pet parents are looking for clean-label, functional products that reflect their own health and wellness values. To meet this demand, retailers are shifting away from generic ‘pet vitamins’ toward clearly labeled, condition-specific merchandising—think ‘Joint Support,’ ‘Gut + Odor’ or ‘Skin & Coat.’ Science-backed ingredients like postbiotics, proteoglycans, and bioavailable antioxidants offer real differentiation in these categories. Storytelling around ingredient benefits and sourcing can help further engage health-conscious shoppers.”
“Smart retailers are also taking cues from human nutrition by embracing premium, human-grade innovations—both in formulation and format,” Clardy adds. “New delivery systems like soft chews with flavor masking, functional broths and toppers, freeze-dried bites, and probiotic treats make compliance easier while enhancing the pet-owner experience. These fun, food-like formats align with the growing trend of treating pets like family, making supplements feel more like a treat than medicine.”
The final word: “Credibility counts,” stresses Wetzel. “So leveraging vet trust and science is crucial. Retailers can achieve this by collaborating with trusted partners – like IFF Health Sciences – that provide clinical substantiation, human-grade manufacturing, and strong veterinarian engagement. These factors build credibility, drive repeat purchases and help give retailers a competitive edge.”
