With over 20 years of experience in the pet flavor category, PF Inc., Melbourne, FL, is a flavor company serving the companion animal health products market. Its flavor bases are sold internationally, with availability in the U.S., Canada, European Union, Japan, India, Australia and China.
 
In the nutritional supplement/animal health industry, its ingredients are used in more than 200 different companion animal nutritional supplements, according to the company. Popular flavors include “Artificial Powdered Meat Flavor; PC-0030,” “Artificial Powdered Meat Flavor; PC-0170” (Hypo-Allergenic Flavor Base), “Natural Meat Powdered Flavor; PC-0050,” “Natural Chicken and Fish Powdered Flavor; PC-0335” and “Sweet Apple and Molasses Flavor; PC-0555.” These flavor bases are used in canine, feline, and equine chewable tablets, soft chews, granules, and semi-solids to produce palatable products for companion animals.
 
In the pet pharmaceutical category, PF Inc.’s “Artificial Powdered Beef Flavor; PC-0125” was developed for chewable tablets, soft chews, and granules for dogs and cats. The company said this flavor ingredient is sold on a worldwide basis to nine of the top 10 animal health companies in the world, and has been successfully formulated in more than 20 New Animal Drug Approvals (NADAs).
 
Nutraceuticals World spoke to Debora Nelson, the company’s QC/QA manager to discuss the key trends and obstacles driving the pet flavors market.
 
Nutraceuticals World (NW): What flavor innovations are influencing the pet flavors market? 
 
Ms. Nelson: Natural non-bovine flavors and hypo-allergenic natural flavors. Today dogs and cats are increasingly suffering from allergies just like humans. Pet owners want to minimize their allergy symptoms.
 
NW:  What/who is driving the push toward natural ingredients in pet products? What challenges do product developers face when going natural?
 
Ms. Nelson: Pet owners are driving the natural trend. People believe that natural is inherently healthier than artificial and want the same health benefits for their pets.
 
There are several challenges faced when going natural:

• Ensuring that products with health benefits are validated by evidence of their efficacy.
• Cost. “Organic” or “natural” ingredients can have a significant cost attached to them.
• Knowing the right kind of natural. Grains and animal byproducts are natural, but may lead to pet allergies. Pet owners have started to educate themselves about ingredients that are in pet products and are demanding quality ingredients that are healthy and beneficial for their pets.
• Incorporating more than one natural benefit into a product. Owners don’t want to buy three products with health benefits if they can buy one (for example, antioxidants and vitamins added to a joint supplement). 

NW:  What other trends are shaping the pet flavors market?
 
Ms. Nelson: There are several trends that are affecting the flavors market today. Pet owners want flavors that contain ingredients made or sourced in the U.S., and ingredients that are non-GMO. Owners have a fear of contamination and want product safety.
 
Also there are new areas of health that pet owners are concerned with, including probiotics for digestive health and stress, weight management, mental acuity and anti-aging. Pet owners are going to want products with those health benefits to be flavored for convenience and ease of use.  
 
NW: Are certain flavor profiles more appealing with certain animals? 
 
Ms. Nelson: Most flavored products contain natural meat flavors or artificial beef flavorings.  Both dogs and cats find animal proteins and meat digest, especially meat and liver, highly palatable. Dogs also enjoy sweet flavors, while cats enjoy salty and fish flavors.
 
NW:  How important is flavor masking when it comes to formulating nutraceutical products for pets? 
 
Ms. Nelson: Flavor masking is very important. Owners view animal nutritional supplements as a natural way to promote health and wellness in their pets. Active ingredients in nutraceuticals can have an unpleasant taste or odor to animals. Adding flavor can entice pets to voluntarily consume the nutritional supplements, helping them to live longer healthier lives.