The pet industry has put a strategized focus on dental care—from promoting National Pet Dental Health Month each February to veterinarians, manufacturers and retailers striving to educate dog and cat owners at every turn. Rising sales are one indicator that the effort is paying off.

Mary Lynne Leone, owner of Leone Animal Supply Centers, which has three locations in Pittsburgh, reported that overall pet dental product sales are up, with dog products representing most of the gain.

“We see dental chew options being the most popular,” she said. “[They have] solutions for various styles of chewing, options for older dogs and a way to introduce the value of raw bones. Toothbrush and toothpaste are also good, solid products for results and sales.”

Dental product sales for cats are increasing, as well, but slowly, Leone said, adding that “dental does not appear as front-of-mind with [my] cat clients.” Popular purchases for cat customers are water additives and dental toys.

At Animal Connection, a retailer in Charlottesville, Va., body-part chews are good sellers.

“[For dogs,] yak chews, raw bones, filled bones and turkey necks do very well for us,” said pack leader Pattie Zeller. “Even cats enjoy chicken necks.”

She offers “good-quality raw and dehydrated bones that assist in cleaning the tartar off the teeth,” and includes toothbrushes, paste and dental wipes in her grooming section.

“Although the toothbrushes do a better job, the wipes are easy for most pet owners,” Zeller said. “The products we recommend are the same ones we use in our grooming department, so it’s an easy sell.”

When customers come in seeking dental products, foul breath often is the initial concern, industry insiders said, with worry about health a close second.

“The first issue is bad breath; that is easy to smell,” said Melissa Gulbranson, co-COO of Oxyfresh, a manufacturer in Coeur d’Alene, Idaho. “It is a sign that they may not be aware of that is crucial in their pet’s health, i.e., periodontal disease. That can lead to expensive cleanings and risk to older pets, as sedation risk increases with age.”

Insiders agree that oral care is crucial for a pet’s overall health and can begin causing issues in young pets.

“Signs of periodontal disease show up in pets as young as 3 years old,” said Amy Horton, corporate communications manager at St. Peters, Mo.-based Cosmos Corp., maker of TropiClean Pet Products. “That’s why it is important to start a regular oral care routine early.”

When working with customers, Leone suggests “brushing puppy and kitten teeth right away to get them used to their parent being in their mouth.”

“Like humans, periodontal disease can lead to other health issues,” she said. “If you start routine dental care with a puppy or kitten, this could help prevent issues later, dental surgery or not losing as many teeth.”

The continued humanization of pets and the fact that pet owners are more educated than before are aiding this category.

“Owners are becoming increasingly concerned about their pets and have a desire for more effective treats,” said Joe Rotheli, CEO of Pet’s Best Life, a manufacturer in North Kansas City, Mo. “They are becoming more eager to study implications of various products on health-related issues.”

The top reason given by owners who do not purchase dental care products is their pets’ unwillingness to use or tolerate them, Horton noted. Taste is the primary factor, she added.

Horton said research shows that dogs enjoying the taste of dental products was the No. 1 quality consumers valued when purchasing new pet oral care products, with preferred flavors including chicken, beef, bacon and peanut butter. “Cat owners shared similar values with dog owners,” opting for meat flavors such as chicken and seafood over others, she added.

To meet demand for dog and cat dental products that are appealing to pets, effective on tartar and plaque, and easy for owners to use, manufacturers continue to innovate and release new offerings.

Oxyfresh’s Dental Care Finger Brushes were introduced in May. The reusable, BPA-free silicone finger brushes come in a six-pack and are designed to clean teeth while being gentle on gums, said Melissa Gulbranson, co-COO of the Coeur d’Alene, Idaho-based manufacturer.

The company also launched Premium Dental Kits in two sizes. The Try Me Size includes a 3-ounce Pet Dental Water Additive, a 1-ounce Pet Dental Gel Toothpaste and three silicone finger brushes. The Best Value Size contains a 16-ounce Pet Dental Water Additive, a 4-ounce Pet Dental Gel Toothpaste and three silicone finger brushes.

Just in time for National Pet Dental Health Month in February 2022, Cosmos Corp.’s line of TropiClean Enticers rolled onto the market. The products are made in the USA with naturally derived ingredients and are free of sulfate, parabens, dye and artificial colors, said Amy Horton, corporate communications manager at Cosmos Corp. in St. Peters, Mo.

Enticers Teeth Cleaning Gels for Dogs come in Smoked Beef Brisket Flavor, Hickory Smoked Bacon Flavor, Honey Marinated Chicken Flavor and Peanut Butter & Honey Flavor. The line currently includes a Teeth Cleaning Gel for Cats in Honey Marinated Chicken Flavor, and the company plans to introduce Teeth Cleaning Gel for Cats in Seafood Medley Flavor in November.

Enticers Teeth Cleaning Gel and Toothbrush duos are designed to accelerate plaque removal. The kits contain teeth cleaning gel in Hickory Smoked Bacon Flavor or Peanut Butter & Honey Flavor, and an eco-friendly bamboo toothbrush sized for large or small/medium dogs.

Enticers Teeth Cleaning Sticks for Dogs feature a chewy texture and 90-degree edges designed to simulate brushing to help fight plaque and tartar. These grain- and gluten-free sticks come in Honey Marinated Chicken Flavor, Hickory Smoked Bacon Flavor and Peanut Butter & Honey Flavor.

Pet’s Best Life plans to launch a new Fish and Egg Formula of its Yummy Combs flossing dog treats at SuperZoo in Las Vegas this month. Made in the USA, Yummy Combs are “designed by nature to encapsulate the dog’s teeth for a compete 360-degree scrubbing and flossing and over 200 cleaning surfaces,” said Joe Rotheli, CEO of the North Kansas City, Mo.-based company. “This honeycomb design makes all the difference and is supported by six patents already issued and three more pending.”

The new addition was formulated with dogs that are allergic to chicken in mind and to include fruits and vegetables for additional phytonutrients, Rotheli said, adding that “Yummy Bites for Cats with Fish and Egg Formula will follow quickly behind the launch of the Fish and Egg Formula for Yummy Combs.”

Shoppers appreciate choices, especially in a pet care category that can prove challenging to get dogs and cats (and their owners) onboard with. Industry insiders reported that a varied assortment contributes to better sales of dental products for dogs and cats.

“It’s a great time for pet retailers to give options,” said Melissa Gulbranson, co-COO of Oxyfresh, a manufacturer in Coeur d’Alene, Idaho. “Consumers are looking for choices not only in various solutions, but also in price point.”

Variety also supports current purchasing habits, retailers said. Dog and cat owners often buy several types of dental products for their pets.

“We do see our customers purchase chews, toothbrushes, toothpaste, wipes, water additives and chewing toys,” said Mary Lynne Leone, owner of Leone Animal Supply Centers, which has three locations in Pittsburgh. “I really think we do well in the category because of the variety of options offered, not one particular line.”

Amy Horton, corporate communications manager at St. Peters, Mo.-based Cosmos Corp., maker of TropiClean Pet Products, recommended a three-pronged approach to help consumers achieve optimum oral care results: daily, nightly and weekly care. For example, daily care products might include water additives. Nightly care could incorporate wipes or gel applied to the pet’s teeth. Brushing could be a weekly practice to remove plaque and tartar as well as gently massage gum tissue.

Incorporating natural options, innovative new chews, raw bones, and both organic and enzymatic options in dental toothpaste are all part of Leone’s strategy to provide variety to meet consumer needs.

Weighing customer needs against space constraints can be a balancing act for retailers. Personal experience and research help narrow the field, retailers reported.

“We receive and review the brand product information and participate in training,” Leone said. “In addition, our staff’s own testing of products with their pets provides direct knowledge of how specific brands performed. We pair these steps with all of our customers’ feedback on items purchased to help suggest product solutions for future dental product sale conversations.”

Pattie Zeller, pack leader at Animal Connection, a retailer in Charlottesville, Va., said she takes a conservative approach to her store selection and doesn’t jump on every trend.

“We have around 100 items on our chew bar and often offer a ‘buy 3, get one free’ deal,” she said. “We research everything we sell and don’t stock anything we wouldn’t feel comfortable offering to our own pets.”

Savvy pet supply retailers understand that price can play a significant role in shoppers’ decision-making process, especially with the challenges faced this year.

“With inflation, pet parents are becoming more and more picky about value and the promises that products make in both the cat and dog market,” said Melissa Gulbranson, co-COO of Oxyfresh, a manufacturer in Coeur d’Alene, Idaho. “Their dollar needs to stretch further, and they need to trust them to work … every time.”

The price pet owners are willing to pay for oral health products can be all over the board, said Mary Lynne Leone, owner of Leone Animal Supply Centers, which has three locations in Pittsburgh. But that’s what she appreciates about this category.

“The nice thing about dental products is you have various price points, and you can help people start out inexpensively if they need to watch spending but want to start with dental solutions for their pet,” she said. “We try to have options at different price points.”

Dog and cat owners better understand the value of dental products for their pets, and more have been willing to try these items in the past few years, Gulbranson noted. Now, “with inflation, they need to understand the value and [have] different price points to get started.”

Joe Rotheli, CEO of Pet’s Best Life, a manufacturer in North Kansas City, Mo., agreed.

“Wise dog owners compute value, which includes data on cost and benefits,” he said. “Evaluating a treat on the basis of just cost per ounce or pound can be very misleading of the value.”

Taking the time to talk customers through the process makes a huge difference in selling dental products for pets, industry insiders said.

“When we talk to our customers about the benefits of proactive dental care versus the cost of expensive dental care, there’s really no question,” said Pattie Zeller, pack leader at Animal Connection, a retailer in Charlottesville, Va. “We feel that regular supervised chewing is essential to a dog’s daily care.”

Leone reported similar success with conversation.

“If it is a full discussion with a customer whose dog is showing tartar, the sale can be significant,” she said, adding that they “really appreciate the products and information sharing.”

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