Premium natural supplements company, Lintbells, says there are some important trends happening right now that might make retailers consider a new approach to supplements. The company is anticipating success as it continues to develop its portfolio and says the power of a retailer recommendation will play a big part in growth of the category.

A recent report* has identified that 46 per cent of British consumers take a supplement every day. It’s also very relevant that there is a huge move towards increasing humanisation of pets** – with the gaps between human products and pet products narrowing considerably. People want their pets to experience the health benefits of supplements, just as they do. The growth in the natural category** is also very well documented. All of these factors should encourage retailers to take a fresh look at their fixtures.

Lintbells Marketing Manager Alethea Maillard says that some retailers consider supplements to belong to the ‘health and hygiene’ category whereas others think about supplements in relation to nutrition and the pet food category. Both approaches offer very different opportunities, “Lintbells supplements are all made using natural ingredients and they also have great credentials when it comes to sustainability and traceability. That means they can sit very comfortably in a dedicated natural category fixture. The ability of supplements to fill these nutritional gaps means they can also be stocked next to the pet food category.”

She continued, “It’s about making sure the best sellers are featured on the most popular fixtures where there is the chance to feature a ‘star’ product and increase the shopping basket spend. Remember these are products used daily to promote health and wellbeing.”

Alethea also says that individual retailers are best placed to decide what is likely to work in their own shop. “If you have a dedicated skin and coat corner, or want to allocate some space to focusing on a body system, like joints, skin, digestion or stress each month, then perhaps that’s what will work best for you. We appreciate that retailers know how their store is shopped and the concerns of local pet owners. There’s a wealth of opportunity out there when it comes to natural supplements and whatever retailers decide, we’re here to support their efforts”

By the end of 2017, over 300 million YuMOVE tablets had been sold to pet owners in more than 15 countries, which demonstrates the scale of the opportunity. For further information about Lintbells visit www.lintbells.com or call 01462 790886.