PPM speaks to Liam Gamble MA Vet MBMBA MRCVS, Commercial Director at Global Supplements, part of AB Agri, about the relaunch of Natural VetCare, its vet-led formulations, retailer support, and the brand’s mission to keep dogs at 'Full Wag'.
1. The pet supplement category has seen remarkable growth in recent years. Why do you think more owners are turning to supplements aspart of their pets' daily routine?
Pet owners are becoming increasingly health-conscious, and pets are very much part of the family, so it’s natural that we’re seeing pet owners explore products which are similar to those used for their own health and wellbeing. Owners are looking for natural products that are genuinely backed by science, and that’s exactly what we deliver with Natural VetCare – every formulation is developed by our team of vets and nutritionists, so owners can trust what they’re giving their dog. With the supplement market set to keep growing, NVC gives retailers a focused, credible range to capture their share of that growth.
2. Natural VetCare has a very distinctive look and feel. What was the thinking behind creating the clean, colourful and easy-to-understand look of the brand?
We wanted to simplify a category that can feel cluttered and overly clinical. Every pack uses clear, benefit-led naming that calls out the specific “wellness win” of each product, so it’s instantly easy for consumers to shop and just as easy for retailers to recommend with confidence at the shelf.
3. The range covers everything from joint care and digestion to calming and dental health. How did you decide which health areas to focus on first?
We built the range around real clinical insight. Working closely with our team of vets, we identified the health areas where dogs most commonly need support – and, just as importantly, where a well-formulated supplement can make the biggest difference to a dog’s quality of life. That vet-led approach means every product in the range earns its place.
4. Are you seeing any particular health concerns or supplement categories growing faster than others?
The category as a whole is experiencing strong growth, but joint and digestive health remain the most common concerns we see. Dental health is an area retailers are increasingly telling us about – our Daily Dental powder has proven especially popular, with clinical results showing a significant reduction in plaque and tartar within 90 days.
5. Consumers are becoming increasingly discerning about ingredients. What are today's pet owners looking for, and how has that influenced your formulations?
Much like in pet food, supplement customers are becoming far more confident researching what they buy for their dogs. What mattered most to us was that every formulation genuinely improves a dog’s life– every NVC product is formulated by vets and nutritionists and clinically dosed, not just dosed for marketing claims. We bring decades of supplement expertise from our market-leading NAF equine range, including the rigorous standards of traceability and quality that have made NAF the trusted choice of the British Equestrian teams.
6. Retailers have more choice than ever when it comes to supplements. What do you believe makes Natural VetCare stand out on the shelf?
With its bright colours and pet owner-friendly design, Natural VetCare literally stands out on shelf. The intuitive navigation on pack makes it easy for retailers to talk shoppers through the benefits in seconds. And with every product formulated for high efficacy, the quality speaks for itself –customers come back because it works.
7. As part of AB Agri's Global Supplements division, how does that backing help you develop new products and support retailers?
Being part of Associated British Foods gives us a deep understanding of retail partners, which means we’re well placed not only to create products that genuinely meet pet owners’ needs, but also to back that up with a strong support package for retailers. With NVC, that means strong retail margins, TV advertising, and our NVC Loyalty Scheme, which keeps shoppers coming back to their local outlet. We know the market is tough right now, and we’re committed to backing retailers and wholesalers to keep supplement customers within their channel.
“The category as a whole is experiencing strong growth, but joint and digestive health remain the most common concerns we see.”
8. For independent pet retailers, what advice would you give on growing sales within the supplement category?
Are there particular merchandising or educational opportunities they shouldn't overlook? We know there’s strong demand for supplements from pet owners, and we want to empower retailers to have meaningful, vet-informed conversations with dog owners about keeping their dog at “Full Wag”. We have a team of ten Area Sales Managers supporting NVC in the fi eld, and we’re rolling out a programme of in-person and online product training, so retailers feel confident recommending the brand. We also have some genuinely eye-catching, disruptive POS available to help retailers bring the supplement category to life for their customers.
9. Looking ahead, where do you see the pet supplement market in the next three to five years?
We expect the market to continue growing at double digits, with market leaders like NVC driving that growth through continued innovation.
10. Finally, what's next for Natural VetCare? Can you give us a glimpse of what's in the pipeline?
We have a number of exciting new areas of development in the pipeline, all rooted in the same vet-led approach that has shaped the range so far. We’re always looking at where we can make the biggest difference to pets’ lives, and there’s plenty more to come from NVC over the next year – watch this space.
Quick fire questions
Biggest trend in pet health right now?
Pet owners taking preventative steps to protect the long-term health and happiness of their beloved family members.
One misconception about pet supplements?
That you only need them once a health issue appears – prevention is always better than cure.
What’s the most rewarding customer feedback you've received?
The best feedback for me is on older dogs feeling young again – maybe a reflection of my own reservations about ageing! We’ve also had a lot of customers over the moon with our Daily Dental product’s effect on doggy breath. No more stinky kisses!
One word that sums up Natural VetCare?
Effective.
To find out more about Natural VetCare, click here
