In This Issue
Pet firm shares TV billing with PM Boris Johnson
IPN confirms £250,000 investment at Kinmel Park site
Less than 40% of rabbits and guinea pigs being fed correctly
Record sales of pet products in run-up to Christmas
Arden Grange celebrates award recognition
Trespaws wins company of the year award
Last chance to nominate for Ceva Animal Welfare Awards
Fundraising appeal for first-ever dedicated hen hospital
Henry Bell launches own wild bird care range
Homeless dogs receive special Christmas delivery
Scruffs gives gift of Christmas to animal re-homing centres
Wilsons Pet Food wins Scottish EDGE investment
Naturediet supports Bark in the Dark
Get your own copy of Pet Trade Xtra
Broadreach Nature appoints UK and International Sales Director
Dobbies creates the ultimate Christmas treat for dogs
What a year 2019 has been for Dogmatic
Sea Jerky range is a winner for Fish4Dogs
First class design award for Pool House Equine Clinic
Laser treatment boon for pets
The best of last weeks Pet Trade Xtra
Pet food company acquires Bob Martin business
Petindex – a new type of trade show
Advent calendars are a big for Lily's Kitchen...even Victoria Beckham is a fan!
Ethical pet care brand receives funding from the crowd
Dobbies unveils ultimate dog wash in Edinburgh
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Less than 40% of rabbits and guinea pigs being fed correctly

 

A recent survey* of UK veterinary professionals, carried out by Supreme Petfoods, found that they believe that less than 40% of all rabbits and guinea pigs are being fed correctly, with lack of owner knowledge on how to feed judged to be the major cause.

 

The main consequence of this is dental disease. On average, vet clinics are seeing 16 rabbit and guinea pig consults each month and 75% of these cases involve providing nutritional advice to improve health.

 

Veterinary professionals identified that small pets are often being overfed concentrate that is too low in fibre, are not eating enough hay and not being given the correct amount of fresh greens. This has led to pets being presented with conditions such as dental disease and obesity.

 

In 44% of consults where a nutritional recommendation was made, the dietary change was recommended to help combat dental disease, while in 25% of cases, a dietary change was recommended to help manage weight. Vets and vet nurses highlighted that they had significant concerns about the level of weight gain and obesity in small pets and have estimated that 55% of rabbits and 47% of guinea pigs are overweight.

 

A further 13% of dietary recommendations were made to help support urinary tract health. In 19% of cases, a liquid recovery feed was used.

 

The fibre content of diets for rabbits and guinea pigs was reported as the most important decision-making criteria when making a nutritional recommendation and 32% of respondents said they looked for a rabbit food containing around 20-30% fibre; although 9% vets said that they were unsure about ideal levels.

 

A further 22% said they would look for a rabbit food with 70-100% fibre but this can’t even be achieved by feeding hay alone, which has a crude fibre level of around 35%. Although rabbits can live on hay and water alone, most experts recommend also providing some fresh leafy green vegetables and a measured amount of commercial feed to ensure vitamin and mineral intake (source Rabbit Welfare Association & Fund). Taking into account all extruded small pet foods available in the UK, Supreme’s Science Selective contains the highest fibre content, with 25% Crude Fibre – the legal measure of fibre in a pet food.

 

Quality, palatability, knowledge and fibre content were all cited as important criteria when making a brand recommendation. Supreme ranked highest among vets when recommending a food for small pets, with respondents stating that Supreme was also the first brand that they would recommend in the next 12 months.

 

Asked to say what they would most like to change to improve the health and wellbeing of small pets, the top answers given by veterinary professionals were improved owner education and better diets.

Supreme supports veterinary teams to educate owners with free rabbit nutrition packs, which contain rabbit care guides that focus on the correct amounts of hay, concentrate and fresh greens that should be fed, using an easy-to-understand visual guide.

 

There is also a poster for the waiting room and samples of Science Selective, with a money off next purchase coupon included in the packs. To order free rabbit nutrition packs, veterinary practices and pet shops can email experts@supremepetfoods.com.

 

*The online survey was carried out in September 2019 and based on feedback from the 372 veterinary surgeons and veterinary nurses who responded.

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