The National Animal Supplement Council (NASC) celebrated its 25th anniversary during its annual conference, which took place in Phoenix, ArZ, May 19-21. NASC highlighted two initiatives to designed to strengthen the future of the animal health supplement industry: a new treats program and proposed federal legislation to establish a legal category for animal health supplements.
Conference Attendees (left to right): Jane Phelps (Know Agency), Wilson Lau (New Herbs), and Petra Erlandson and Bryan Fine (both Alkemist Labs)
The conference drew a record 450 attendees, 30 speakers, and 72 sponsors and exhibitors. The agenda provided comprehensive education on the regulatory, scientific, quality, and business aspects of the animal health supplement industry. Sessions addressed marketing claims substantiation, product quality and supply chain integrity, clinical research, regulatory developments, and emerging market trends.
25 Years of Leadership in the Animal Health Supplements Space
Animal health supplements do not have a distinct regulatory category under federal law. Instead, such products are generally regulated as either animal foods or animal drugs.
In 2001, amid efforts by the Association of American Feed Control Officials (AAFCO) and the FDA that threatened the availability of many existing animal supplement products, NASC was formed to establish a system of industry co-regulation. The organization's mission remains focused on promoting the health and well-being of companion animals and horses while protecting and advancing the animal health product industry. Through its Quality Seal Program, NASC members demonstrate their commitment to manufacturing safe, high-quality products that meet established standards.
Petra Erlandson (Alkemist Labs) presents "Contract Labs: Choosing a Critical Quality Partner" Bill Bookout, NASC President, has led the organization since its inception. Coming from a medical device background, Bookout has been instrumental in shaping NASC's collaborative approach to regulation and quality assurance. Reflecting on the organization’s impact, Bookout said NASC members' products “make a difference to millions of animals every day."
Bookout also emphasizes the organization's commitment to charitable initiatives. Through its partnership with Project K-9 Hero, which provides care for retired military working dogs, NASC has donated more than $100,000 to support the organization's mission.
Animal Wellness Market Growth
The NASC conference highlighted the remarkable growth of the animal wellness sector over the past 25 years. At NASC's founding in 2001, consumer spending on animal health supplements was approximately $800 million. Today, that figure is estimated at $3.6 billion.
Lauren DeVestern, Managing Director and Partner at L.E.K. Consulting, reviewed merger and acquisition activity within the industry and estimates the U.S. pet wellness market at $5.5 billion when including dental chews, sprays, wipes, and other wellness products that are sometimes omitted from other market estimates. DeVestern emphasized that pet humanization continues to be driven by both generational and cultural shifts. Combined with the aging population of pets adopted during the COVID-19 pandemic, these trends are expected to sustain growth across the pet wellness market for years to come.
Nicole Hill, Vice President of Strategy & Innovation at MarketPlace, discussed evolving consumer trends and consumer segments regarding animal supplement purchases. Nextin Research by Marketplace estimates 24% of all pet owners are supplement users. Dog owners have higher supplement adoption at 32%, compared to cat owners at 17%. When asked if human owners’ personal supplement use influences supplement purchases for their pet, Hill noted that while supplement use by owners does correlate with supplement purchases for pets, other purchasing indicators appear to be stronger predictors.
Science and Compliance were also on the agenda. Session presenters (left to right): Nick DiFranco (Gattefosse), Jennifer Lott (SGS North America), Petra Erlandson (Alkemist Labs), and Shiva Garimella (Power Central)FDA Center for Veterinary Medicine Keynote
During the keynote presentation, Dialogue to Action, Timothy Schell, Ph.D., Director of the FDA Center for Veterinary Medicine (CVM), expressed appreciation for NASC's educational efforts and its members' commitment to quality manufacturing, responsible labeling, product testing, and continuous improvement.
One of CVM's primary priorities, according to Dr. Schell, is rebuilding its workforce following a reduction in staffing from approximately 700 employees to fewer than 500. The agency is currently engaged in a significant hiring effort with the goal of adding 100 employees by October. He also outlined CVM priorities, including accelerating access to safe and effective animal health products, strengthening food safety systems, and enhancing both human and animal health protections.
Dr. Schell concluded by acknowledging the industry's contributions to product safety and quality. "I am aware of all the things you are doing that we do not see and that we do not commend you for to keep animal products safe, and I want to say thank you."
Continued Innovation
Petra Erlandson (Alkemist Labs) and Bill Bookout (NASC President)Bookout believes complacency is the enemy of any successful organization, a philosophy that continues to drive NASC's evolution 25 years after its founding.
One major focus is the expansion of NASC's quality programs through the introduction of a new treats initiative. Building on the success of the organization's Primary Suppliers Program, the treats program was prominently featured throughout the conference.
Because products marketed as treats are regulated as foods, they often occupy a gray area between traditional pet foods and animal health supplements. The initiative was developed to address marketplace confusion while strengthening safety monitoring, quality standards, and risk management practices. NASC leaders believe the program will help protect animal health while supporting responsible product innovation.
The organization's most ambitious initiative is the proposed Animal Health Supplements Act, federal legislation developed by NASC to establish a distinct legal category for animal health supplements. Bookout joined Todd Harrison and Will Nordwind, partners at Venable LLP, to discuss the proposal and its potential impact on the industry. Advocates believe the legislation would provide regulatory clarity, create greater consistency across state requirements, and improve export opportunities for U.S. manufacturers seeking access to international markets. As Harrison explained, “the bill is a culmination of all our hard work” and long-standing cooperation with FDA.
For an industry that has spent 25 years building standards through voluntary self-regulation, the proposed legislation represents a significant step toward formal recognition of animal health supplements under federal law. Reflecting on the organization's longevity and continued momentum, Bookout observed that "people follow passion." That passion has helped sustain NASC for a quarter century and continues to drive its efforts to advance quality, regulatory clarity, and consumer confidence across the industry.
