January 1, 2025 • 17 mins
In this third installment of our Trends to Watch in 2025 mini-series, we’re delving into the microscopic world of biotic ingredients and their transformative impact on pet health and wellness. Tune in to learn how prebiotics, probiotics, and postbiotics work together to positively influence not just digestive health, but also mood, cognition, skin health, and overall wellbeing. Plus, learn about the science behind careful strain selection and why pet parents are increasingly turning to biotics to extend their pets’ healthspans.
Helpful Links
Understanding the Role of Prebiotics in Pet Food: https://bsmpartners.net/insights/prebiotics-in-pet-food/
Getting to Know the Gut—Prebiotics, More Than Just Fiber: https://bsmpartners.net/insights/getting-to-know-the-gut-part-1-prebiotics-more-than-just-fiber/
Taking Care of Your Pets’ Microbiome—The Gut to Mouth Connection: https://bsmpartners.net/insights/taking-care-of-your-pets-microbiome-the-gut-to-mouth-connection/
Pawsitively Powerful: The Multi-Functional Health Benefits of Probiotics for Pets: https://www.linkedin.com/pulse/pawsitively-powerful-multi-functional-health-benefits-probiotics-vtqic/
Recent Research on Pro- and Postbiotic Benefits for Pets: https://www.linkedin.com/pulse/can-pro-postbiotics-have-similar-health-benefits-dogs-bsm-partners-e8osc/
Show Notes
00:00 – Welcome Back!
01:18 – Sustainability, But Make It Longevity
02:31 – Understanding Pre-, Pro-, and Postbiotics
04:46 – Bacteria: A 3.2 Billion-Year Legacy
06:04 – The Importance of Selecting the Right Bacterial Strain
10:45 – Gut Health and Preventive Care
13:09 – Biotics for Me, Biotics for Fido & Fluffy
14:25 – Room for Consumer Education
15:04 – Final Thoughts
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jordan Tyler (00:19):
Happy New Year and welcome back to our top trends to watch in
2025, in which we're sharing expertinsights and opinions about the most
influential trends happening today in thepet nutrition space and how pet parents
can stay informed and engaged as thesetrends evolve this year and beyond.
(00:41):
In today's episode,we're going microscopic.
Not quite honey, I shrunkthe kids, but more Ms.
Frizzle style shrinkage as we go insidethe body to learn all about the tiny
microorganisms in our gut and how theyinfluence the overall health and wellness
of not just us, but our dogs and cats too.
(01:02):
Keeping this intro short because I'mreally excited to get into this trench.
So without further ado, let's get into it.
Welcome to barking mad, apodcast by BSM partners.
I'm your host, Jordan Tyler.
So far for this week's mini series,we've talked a ton about sustainability,
(01:23):
and it's obvious that sustainableinitiatives are huge in PET right now,
as well as in many other consumer goodscategories like in human food, health
and beauty, and plenty of others.
But let's take that term, sustainability,and flip it on its head for a minute.
So far we've been thinkingabout sustainability in terms
of environmental impact.
(01:45):
But what about in terms of longevity?
Like how can we sustain our petslifespans, but more importantly
their health spans, for longer?
Adding not only years to their lives,but vitality to their day to days.
This idea of the health span is pickingup speed as we, for ourselves and
(02:05):
for our pets, increasingly seek waysto not only stay alive for longer,
but to stay healthier for longer.
There are a number of individualtrends under this theme.
New focus on the health span, butwe'll be focusing on one category today
that is evolving rapidly and promisingwidespread benefits across the body.
(02:28):
This is Biotic Ingredients.
Biotics are tiny microorganismsresponsible for moderating bacteria in
our gut, feeding the good bacteria andstaving off the bad, while also improving
the gut barrier to prevent things likea leaky gut, which has been associated
with a range of subsequent health issues.
(02:48):
You've probably heard the termsprebiotics and probiotics,
but what about postbiotics?
To get a better understanding of whateach of these biotics does inside
of a pet's body, and in our ownbodies, really, we spoke with Dr.
Mark Franklin.
Global technical lead of additives for thepet and lifestyle divisions of Cargill.
Mark Franklin (03:12):
So, in, in simple terms, I just describe it as prebiotics
really serve as food for those livemicroorganisms that are in the gut, right?
They're typically fiber sources,carbohydrate sources, and are
preferentially used by the goodguys, the good bugs in the gut.
So, you know, they would beconsumed, those bugs in the gut
would produce metabolites asthey consume these prebiotics.
(03:35):
Thanks.
Probiotics, on the other hand, of course,would be supplying those live bugs.
We want those live bugs in the gut.
We want them to eat theprebiotics in the gut and produce
metabolites and have an effect.
Postbiotics really kindof shortcuts all that.
And so, we do that fermentationoutside of the animal.
(03:56):
Where we take a probiotic organismand we feed it and we have the
production of those metabolites.
Jordan Tyler (04:01):
According to Dr.
Franklin, new products with abiotics claim launched between
2021 and 2023 were up by more than300 percent on a three year basis.
And when you start to understandthe widespread benefits a healthy
gut microbiome has on total healthand wellness, it's easy to see why.
Mark Franklin (04:22):
And that microbiome sort of has a master control, particularly
that gut microbiome has a master control.
How does that affect cognition,mood, skin, all those different
axes that we talk about, right?
Gut, brain, skin, evenreproductive tract, right?
So, as we start to uncover somemore of these things and look at
the synergies, I think there'sa huge potential upside for us.
Jordan Tyler (04:46):
We also spoke with Dr.
Steve Lerner, senior scientific andbusiness advisor for NovoNessus, a global
biosolutions company formed through therecent merger of ingredient manufacturers
Christian Hansen and Novozymes.
As Dr.
Lerner pointed out, these bacteriahave been around for longer than
(05:06):
just about anything here on Earth.
And with modern science, we'reable to harness the power of
these microscopic organisms tobenefit gut health across species.
including for our dogs and cats.
Steve Lerner (05:20):
I'm very fond of saying that bacteria have been on Earth for about 3.
2 billion years, and they have coevolved with all higher life forms.
So we may believe that wecarry them around with us.
Us 40 trillion of them, but they simplyfind us a very elegant transport system.
We keep them by and large in thedark with low oxygen, very well fed.
(05:44):
We share them with recklessabandon among ourselves.
And if you're an animal, you put themback out into the environment and they,
let's say a nutrient rich material.
That some of us with pets pick up fromour yard, but you know how this is, right?
Jordan Tyler (06:00):
That was maybe the greatest euphemism I've ever heard.
Now, according to Dr.
Lerner, novenesis owns the largestcommercial bank of bacterial strains.
And it really is the strain that mattersmost when deciding which bacteria to
implement for specific biotic benefits.
Steve Lerner (06:19):
The probiotic organisms available to us, by federal law,
everyone who puts them into apackage must provide the genus and
species of those organisms only.
But in fact, It is strain of organism,which is an individual organism, and all
(06:42):
of its trillions and trillions of nearlyidentical clonal copies that's important.
So let me give you ananalogy to illustrate this.
All dogs on planet Earth are canis lupus.
That's their genus and species.
Now, we give dogs a subspecies designationof familiaris, because, by and large,
(07:05):
we control the breeding of dogs.
When you consider the dogs,Canis lupus, and now you want, An
individual dog for a particular task.
Let's say this task is helping a team ofrescuers in the Swiss Alps that are out
(07:27):
trying to find skiers that have gone down,perhaps buried in deep snow, and need
to be pulled out on a sled to be saved.
And they want to have a dog with themthat can help them find those individuals.
Well, a choice might be a St.
Bernard.
A choice might be a Bernese Mountain Dog.
(07:49):
They're tall, double coat of hair,they love being in the cold, they're
usually very obedient, they're usuallyrelatively stoic dogs, and maybe that
Canis lupus would be a good choice.
Or, another Canis lupus is a CavalierKing Charles Spaniel, or a Chihuahua.
(08:10):
They are the same exactgenus and species as St.
Bernard's and Bernie's Mountain Dogs.
But you might immediately agreewith me that some of the genetic
gifts conferred upon the St.
Bernard or Bernese Mountain Dog to make itbetter suited for the task at hand improve
(08:32):
its chances of success versus Cavalier,King Charles, Spaniels, and Chihuahuas.
The same exact scenario is true forMicrobiological organisms, all Bacillus
subtilis organisms are the same genusand species by definition, but they vary
(08:53):
in their genetic gifts significantly.
Some are better atproducing digestive enzymes.
Some are better at producingantimicrobial peptides.
Some are better atgerminating out of spores.
They become active cells,whatever you can measure.
There's variation based on genetic gifts.
(09:14):
And we at NovoNessus have 90,000 strains in our strain bank.
We identify individuals based on theirgenetic merit for a particular purpose.
We then test the expression of thosegenes, that's called phenotype,
in a various set of assays.
(09:34):
We call that high phenotype.
throughput screening to know on whichsources of energy will they survive.
Will they survive going through anacidified gastrointestinal tract?
Will they act in a probiotic manner?
And then most importantly, willthey play well with other organisms
that we might want to include?
Jordan Tyler (09:53):
Now Arm Hammer, yes, your favorite baking soda brand,
also has a robust collection ofprobiotic strains, according to Dr.
Sangeeta Jalookar, microbiologist,immunologist, and senior technical service
manager for Arm Hammer Animal Nutrition.
Sangita Jalukar (10:11):
We leverage our extensive research on strain selection.
So on the probiotic side, wehave a rich library of about
80, 000 probiotic strains.
So we leverage our research on thestrain availability, uh, growth
conditions in our manufacturing process,our proprietary yeast processing
technology to develop these biotics.
(10:33):
Our yeast derived pre and post biotics aresupported by over 50 plus publications.
So we, um, have a rich data set showingthe benefits of our pre and post biotics.
Jordan Tyler (10:45):
It's also interesting to note what is motivating the growth
of biotic supplements for pets.
Marlena Hidley, Director of Marketingand Innovation for Arm Hammer
Specialty Products, mentioned muchof the interest can be attributed
to a shift toward preventive
Marlena Hidlay (11:01):
healthcare for pets.
Today's consumers are takingproactive measures to maintain
their pet's healthspan.
We like to use the word healthspanbecause they're truly looking to improve
the quality of life of their animal.
And we see consumers turning tofood and treats to enhance the
nutritional value of their pet's diets.
We also see gut health claims reallyrising in popularity with pet parents.
(11:25):
A recent Nielsen data report showedthat product sales with gut health
claims were up 213 percent yearover year, which is tremendous.
But it's not surprising, given thelatest FMCG Guru's report, which noted
that 56 percent of pet parents seekproducts that help aid digestive health.
So it is quite aligned withthe market trends that we see.
(11:47):
And with the humanization ofpets trend expanding, we do
see a clear focus on nutrition.
Sangita Jalukar (11:54):
From a more technical perspective, I think one
of the reasons why the use of bioticingredients is gaining popularity is
because of the general accepted theoryand understanding that many health
challenges in pets originate in the gut.
So any gut imbalance can leadto food intolerances, allergies,
(12:16):
digestive health challenges.
Poor gut microbiome can lead to chronicconditions such as IBD or obesity also.
So, as the demand for pet foods withdigestive health benefits continues
to rise, I think pet parents, petfood and supplement manufacturers
are seeing evidence based solutionsto support animal wellness.
(12:36):
Pet parents, I think, use andhave experienced the power of
biotic supplementation, and theywant to extend that same benefit
to their furry companions.
And that makes sense because there isa 63 percent similarity in microbiota
between dogs and humans comparedto 33 percent for pigs and mice.
So it is natural for pet parents toseek and extend that benefit from
(13:04):
a more healthier microbiome andbiotics are known to provide that.
Jordan Tyler (13:08):
Interestingly, Dr.
Lerner pointed out pet parents whopurchase biotic supplements for
themselves are more likely to purchasethem for their furry companions.
Steve Lerner (13:18):
When you look at who among our pet parents is providing these type
of supplements to their fur babies,uh, we see a significantly greater
proportion of pet parents who themselvesare taking probiotics and are perceiving
(13:40):
the benefit of taking it themselves,well, if it's good for them, then it's
unethical to not provide it to your pet.
Now, maybe unethical is a strongterm, but you get my point.
So I believe we're going to seethis continued positive trend.
I believe every individual, every day,should be on an effective probiotic.
(14:02):
That you, your family, your loved ones,your children, and all of the animals
in our care, every day, should beon something that positively impacts
the micro Organismal life in theirbodies, their microbiota, and you
know I believe it's in probiotics.
Jordan Tyler (14:21):
So there you have Dr.
Lerner's recommendation.
While health savvy consumers are pickingup on these benefits and applying them
to their pets, education remains a keyopportunity to help more pet parents
understand the benefits of biotics.
Marlena Hidlay (14:37):
Well, I think there's certainly room to educate consumers on
the benefits of biotics for their pets.
Interestingly, a lot of these consumersare taking probiotics themselves or
familiar at least with pre and postbiotics, but only 22 percent actually
recognize the health benefit ofprobiotics for their companion animals.
(14:57):
So really a true push for educationbecomes really important here.
Jordan Tyler (15:03):
Emerging ingredients like biotics aren't the only thing that
could benefit from consumer educationand companies are having to learn a
thing or two as well, particularlywhen it comes to the fourth trend
we'll be discussing as part of ourTrends to Watch in 2025 series.
Let's not get too aheadof ourselves, though.
First, it's time to unshrinkourselves and wrap up the episode.
(15:27):
As evidenced through the topicexperts we heard from today,
and coming back to what Dr.
Lerner said aboutbacteria being here for 3.
2 billion years, it seems we'restarting to catch up to what these
microorganisms have known all along.
That a healthy gut microbiome iskey to overall health and wellness.
And just as we can leverage bioticingredients to improve our own
(15:50):
gut health, we're now discoveringthe benefits of biotics on our
furry family members as well.
Tomorrow, we'll exploreour fourth trend of 2025.
Sustainable pet food and treat packaging.
You won't want to miss a lively discussionabout how the pet industry is working
to reduce the environmental pawprintof its packaging, as well as a critical
(16:13):
analysis of our current recyclinginfrastructure, and a conversation
about the barriers currently standingbetween pet parents and more readily
recyclable pet food and treat bags.
Until then, thank you for tuning in toBarking Mad, a podcast by BSM Partners.
If you'd like to learn more aboutus, please visit our website at www.
(16:36):
bsmpartners.
net.
Don't forget to subscribe onSpotify or Apple Podcasts.
And if you enjoyed today'sepisode, share it with a fellow
pet lover and leave us a review.
Lastly, be sure to stay tuned for moreinsights this week from our Trends
2025 miniseries, as well as futureepisodes on pet care innovation,
(16:59):
sustainability, and other hardhitting topics you won't want to miss.
We'd like to thank our dedicated teamin support of this episode, Adamiette
Thomas, Neely Bowden, Kate Wright, and Dr.
Katie Miller.
A special thanks to LeanneHackerty and Michael Johnson.
Happy New Year and see you next time.
Happy New Year and welcome back to our top trends to watch in
2025, in which we're sharing expertinsights and opinions about the most
influential trends happening today in thepet nutrition space and how pet parents
can stay informed and engaged as thesetrends evolve this year and beyond.
(00:41):
In today's episode,we're going microscopic.
Not quite honey, I shrunkthe kids, but more Ms.
Frizzle style shrinkage as we go insidethe body to learn all about the tiny
microorganisms in our gut and how theyinfluence the overall health and wellness
of not just us, but our dogs and cats too.
(01:02):
Keeping this intro short because I'mreally excited to get into this trench.
So without further ado, let's get into it.
Welcome to barking mad, apodcast by BSM partners.
I'm your host, Jordan Tyler.
So far for this week's mini series,we've talked a ton about sustainability,
(01:23):
and it's obvious that sustainableinitiatives are huge in PET right now,
as well as in many other consumer goodscategories like in human food, health
and beauty, and plenty of others.
But let's take that term, sustainability,and flip it on its head for a minute.
So far we've been thinkingabout sustainability in terms
of environmental impact.
(01:45):
But what about in terms of longevity?
Like how can we sustain our petslifespans, but more importantly
their health spans, for longer?
Adding not only years to their lives,but vitality to their day to days.
This idea of the health span is pickingup speed as we, for ourselves and
(02:05):
for our pets, increasingly seek waysto not only stay alive for longer,
but to stay healthier for longer.
There are a number of individualtrends under this theme.
New focus on the health span, butwe'll be focusing on one category today
that is evolving rapidly and promisingwidespread benefits across the body.
(02:28):
This is Biotic Ingredients.
Biotics are tiny microorganismsresponsible for moderating bacteria in
our gut, feeding the good bacteria andstaving off the bad, while also improving
the gut barrier to prevent things likea leaky gut, which has been associated
with a range of subsequent health issues.
(02:48):
You've probably heard the termsprebiotics and probiotics,
but what about postbiotics?
To get a better understanding of whateach of these biotics does inside
of a pet's body, and in our ownbodies, really, we spoke with Dr.
Mark Franklin.
Global technical lead of additives for thepet and lifestyle divisions of Cargill.
Mark Franklin (03:12):
So, in, in simple terms, I just describe it as prebiotics
really serve as food for those livemicroorganisms that are in the gut, right?
They're typically fiber sources,carbohydrate sources, and are
preferentially used by the goodguys, the good bugs in the gut.
So, you know, they would beconsumed, those bugs in the gut
would produce metabolites asthey consume these prebiotics.
(03:35):
Thanks.
Probiotics, on the other hand, of course,would be supplying those live bugs.
We want those live bugs in the gut.
We want them to eat theprebiotics in the gut and produce
metabolites and have an effect.
Postbiotics really kindof shortcuts all that.
And so, we do that fermentationoutside of the animal.
(03:56):
Where we take a probiotic organismand we feed it and we have the
production of those metabolites.
Jordan Tyler (04:01):
According to Dr.
Franklin, new products with abiotics claim launched between
2021 and 2023 were up by more than300 percent on a three year basis.
And when you start to understandthe widespread benefits a healthy
gut microbiome has on total healthand wellness, it's easy to see why.
Mark Franklin (04:22):
And that microbiome sort of has a master control, particularly
that gut microbiome has a master control.
How does that affect cognition,mood, skin, all those different
axes that we talk about, right?
Gut, brain, skin, evenreproductive tract, right?
So, as we start to uncover somemore of these things and look at
the synergies, I think there'sa huge potential upside for us.
Jordan Tyler (04:46):
We also spoke with Dr.
Steve Lerner, senior scientific andbusiness advisor for NovoNessus, a global
biosolutions company formed through therecent merger of ingredient manufacturers
Christian Hansen and Novozymes.
As Dr.
Lerner pointed out, these bacteriahave been around for longer than
(05:06):
just about anything here on Earth.
And with modern science, we'reable to harness the power of
these microscopic organisms tobenefit gut health across species.
including for our dogs and cats.
Steve Lerner (05:20):
I'm very fond of saying that bacteria have been on Earth for about 3.
2 billion years, and they have coevolved with all higher life forms.
So we may believe that wecarry them around with us.
Us 40 trillion of them, but they simplyfind us a very elegant transport system.
We keep them by and large in thedark with low oxygen, very well fed.
(05:44):
We share them with recklessabandon among ourselves.
And if you're an animal, you put themback out into the environment and they,
let's say a nutrient rich material.
That some of us with pets pick up fromour yard, but you know how this is, right?
Jordan Tyler (06:00):
That was maybe the greatest euphemism I've ever heard.
Now, according to Dr.
Lerner, novenesis owns the largestcommercial bank of bacterial strains.
And it really is the strain that mattersmost when deciding which bacteria to
implement for specific biotic benefits.
Steve Lerner (06:19):
The probiotic organisms available to us, by federal law,
everyone who puts them into apackage must provide the genus and
species of those organisms only.
But in fact, It is strain of organism,which is an individual organism, and all
(06:42):
of its trillions and trillions of nearlyidentical clonal copies that's important.
So let me give you ananalogy to illustrate this.
All dogs on planet Earth are canis lupus.
That's their genus and species.
Now, we give dogs a subspecies designationof familiaris, because, by and large,
(07:05):
we control the breeding of dogs.
When you consider the dogs,Canis lupus, and now you want, An
individual dog for a particular task.
Let's say this task is helping a team ofrescuers in the Swiss Alps that are out
(07:27):
trying to find skiers that have gone down,perhaps buried in deep snow, and need
to be pulled out on a sled to be saved.
And they want to have a dog with themthat can help them find those individuals.
Well, a choice might be a St.
Bernard.
A choice might be a Bernese Mountain Dog.
(07:49):
They're tall, double coat of hair,they love being in the cold, they're
usually very obedient, they're usuallyrelatively stoic dogs, and maybe that
Canis lupus would be a good choice.
Or, another Canis lupus is a CavalierKing Charles Spaniel, or a Chihuahua.
(08:10):
They are the same exactgenus and species as St.
Bernard's and Bernie's Mountain Dogs.
But you might immediately agreewith me that some of the genetic
gifts conferred upon the St.
Bernard or Bernese Mountain Dog to make itbetter suited for the task at hand improve
(08:32):
its chances of success versus Cavalier,King Charles, Spaniels, and Chihuahuas.
The same exact scenario is true forMicrobiological organisms, all Bacillus
subtilis organisms are the same genusand species by definition, but they vary
(08:53):
in their genetic gifts significantly.
Some are better atproducing digestive enzymes.
Some are better at producingantimicrobial peptides.
Some are better atgerminating out of spores.
They become active cells,whatever you can measure.
There's variation based on genetic gifts.
(09:14):
And we at NovoNessus have 90,000 strains in our strain bank.
We identify individuals based on theirgenetic merit for a particular purpose.
We then test the expression of thosegenes, that's called phenotype,
in a various set of assays.
(09:34):
We call that high phenotype.
throughput screening to know on whichsources of energy will they survive.
Will they survive going through anacidified gastrointestinal tract?
Will they act in a probiotic manner?
And then most importantly, willthey play well with other organisms
that we might want to include?
Jordan Tyler (09:53):
Now Arm Hammer, yes, your favorite baking soda brand,
also has a robust collection ofprobiotic strains, according to Dr.
Sangeeta Jalookar, microbiologist,immunologist, and senior technical service
manager for Arm Hammer Animal Nutrition.
Sangita Jalukar (10:11):
We leverage our extensive research on strain selection.
So on the probiotic side, wehave a rich library of about
80, 000 probiotic strains.
So we leverage our research on thestrain availability, uh, growth
conditions in our manufacturing process,our proprietary yeast processing
technology to develop these biotics.
(10:33):
Our yeast derived pre and post biotics aresupported by over 50 plus publications.
So we, um, have a rich data set showingthe benefits of our pre and post biotics.
Jordan Tyler (10:45):
It's also interesting to note what is motivating the growth
of biotic supplements for pets.
Marlena Hidley, Director of Marketingand Innovation for Arm Hammer
Specialty Products, mentioned muchof the interest can be attributed
to a shift toward preventive
Marlena Hidlay (11:01):
healthcare for pets.
Today's consumers are takingproactive measures to maintain
their pet's healthspan.
We like to use the word healthspanbecause they're truly looking to improve
the quality of life of their animal.
And we see consumers turning tofood and treats to enhance the
nutritional value of their pet's diets.
We also see gut health claims reallyrising in popularity with pet parents.
(11:25):
A recent Nielsen data report showedthat product sales with gut health
claims were up 213 percent yearover year, which is tremendous.
But it's not surprising, given thelatest FMCG Guru's report, which noted
that 56 percent of pet parents seekproducts that help aid digestive health.
So it is quite aligned withthe market trends that we see.
(11:47):
And with the humanization ofpets trend expanding, we do
see a clear focus on nutrition.
Sangita Jalukar (11:54):
From a more technical perspective, I think one
of the reasons why the use of bioticingredients is gaining popularity is
because of the general accepted theoryand understanding that many health
challenges in pets originate in the gut.
So any gut imbalance can leadto food intolerances, allergies,
(12:16):
digestive health challenges.
Poor gut microbiome can lead to chronicconditions such as IBD or obesity also.
So, as the demand for pet foods withdigestive health benefits continues
to rise, I think pet parents, petfood and supplement manufacturers
are seeing evidence based solutionsto support animal wellness.
(12:36):
Pet parents, I think, use andhave experienced the power of
biotic supplementation, and theywant to extend that same benefit
to their furry companions.
And that makes sense because there isa 63 percent similarity in microbiota
between dogs and humans comparedto 33 percent for pigs and mice.
So it is natural for pet parents toseek and extend that benefit from
(13:04):
a more healthier microbiome andbiotics are known to provide that.
Jordan Tyler (13:08):
Interestingly, Dr.
Lerner pointed out pet parents whopurchase biotic supplements for
themselves are more likely to purchasethem for their furry companions.
Steve Lerner (13:18):
When you look at who among our pet parents is providing these type
of supplements to their fur babies,uh, we see a significantly greater
proportion of pet parents who themselvesare taking probiotics and are perceiving
(13:40):
the benefit of taking it themselves,well, if it's good for them, then it's
unethical to not provide it to your pet.
Now, maybe unethical is a strongterm, but you get my point.
So I believe we're going to seethis continued positive trend.
I believe every individual, every day,should be on an effective probiotic.
(14:02):
That you, your family, your loved ones,your children, and all of the animals
in our care, every day, should beon something that positively impacts
the micro Organismal life in theirbodies, their microbiota, and you
know I believe it's in probiotics.
Jordan Tyler (14:21):
So there you have Dr.
Lerner's recommendation.
While health savvy consumers are pickingup on these benefits and applying them
to their pets, education remains a keyopportunity to help more pet parents
understand the benefits of biotics.
Marlena Hidlay (14:37):
Well, I think there's certainly room to educate consumers on
the benefits of biotics for their pets.
Interestingly, a lot of these consumersare taking probiotics themselves or
familiar at least with pre and postbiotics, but only 22 percent actually
recognize the health benefit ofprobiotics for their companion animals.
(14:57):
So really a true push for educationbecomes really important here.
Jordan Tyler (15:03):
Emerging ingredients like biotics aren't the only thing that
could benefit from consumer educationand companies are having to learn a
thing or two as well, particularlywhen it comes to the fourth trend
we'll be discussing as part of ourTrends to Watch in 2025 series.
Let's not get too aheadof ourselves, though.
First, it's time to unshrinkourselves and wrap up the episode.
(15:27):
As evidenced through the topicexperts we heard from today,
and coming back to what Dr.
Lerner said aboutbacteria being here for 3.
2 billion years, it seems we'restarting to catch up to what these
microorganisms have known all along.
That a healthy gut microbiome iskey to overall health and wellness.
And just as we can leverage bioticingredients to improve our own
(15:50):
gut health, we're now discoveringthe benefits of biotics on our
furry family members as well.
Tomorrow, we'll exploreour fourth trend of 2025.
Sustainable pet food and treat packaging.
You won't want to miss a lively discussionabout how the pet industry is working
to reduce the environmental pawprintof its packaging, as well as a critical
(16:13):
analysis of our current recyclinginfrastructure, and a conversation
about the barriers currently standingbetween pet parents and more readily
recyclable pet food and treat bags.
Until then, thank you for tuning in toBarking Mad, a podcast by BSM Partners.
If you'd like to learn more aboutus, please visit our website at www.
(16:36):
bsmpartners.
net.
Don't forget to subscribe onSpotify or Apple Podcasts.
And if you enjoyed today'sepisode, share it with a fellow
pet lover and leave us a review.
Lastly, be sure to stay tuned for moreinsights this week from our Trends
2025 miniseries, as well as futureepisodes on pet care innovation,
(16:59):
sustainability, and other hardhitting topics you won't want to miss.
We'd like to thank our dedicated teamin support of this episode, Adamiette
Thomas, Neely Bowden, Kate Wright, and Dr.
Katie Miller.
A special thanks to LeanneHackerty and Michael Johnson.
Happy New Year and see you next time.
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