Beaphar has expanded its range of joint care products with the launch of Flexifit, a new range of joint supplements formulated to support the joint health of dogs and cats at all life stages.
The range is divided into three tiers, depending on the degree of mobility and needs.
Level one products, Flexifit Treats for dogs and Flexifit Bits for cats ,are daily supplement treats for the maintenance of healthy joints containing Glucosamine, Omega 3 and Vitamin C.
The level two product, Flexifit Paste, is an advanced daily joint supplement paste for dogs and cats who are starting to show signs of stiffness or reduced mobility. The paste can be mixed with food or given directly and helps soothe stiff joints and support joint structure to maintain joint mobility.
The level three product, Flexifit Chews, are formulated for dogs with reduced mobility that need optimum support. The one-a-day chews for all dog sizes contain Undenatured Type II Collagen (UC-II) in addition to Glucosamine, Omega 3 and Vitamins C and E. UC-II has a unique mode of action and is able to activate the immune system to help soothe, comfort and support joint structure (source available on request).
Studies have shown that 40% of dogs over four years of age exhibit signs of arthritis on x-ray, a number that rises to 80% in dogs over eight, along with 90% of cats over 12 (sources available on request). The global pet supplement market is expected to grow by 5.9% between 2023 and 2030, with joint support products currently holding the largest revenue share. Recent Beaphar research found that pet owners can find shopping the category problematic, with a quarter stating that they were concerned about the cost, and 24% saying they found selecting the right product confusing.
Beaphar marketing manager Claire Edmunds said: “Pet retailers have a great opportunity to advise owners and maximise the category opportunity.
“The step-by-step approach of the Flexifit range means it’s easy for pet owners to understand which product is appropriate for their pet, and its competitive pricing means it’s affordable for owners to support their pets’ joint health and mobility throughout their life.”
A national awareness campaign aimed at helping pet owners learn more about joint health and care, including social media and online resources, articles on joint health and an interactive quiz, will support the launch. A range of online and offline resources are also available to retailers, including in-store merchandising and point of sale material, ready-made social media and website content to share with customers.
