Elanco Launches Pet Protect™ From the Makers of Advantage®: Veterinarian-Formulated Supplements for Complete Pet Wellness
Elanco Animal Health (NYSE: ELAN) has launched Pet Protect, a new line of veterinarian-formulated supplements for dogs and cats. The launch comes as the U.S. pet supplement market reached $2.7 billion in 2023, growing at a CAGR of 20% over the past five years.
The Pet Protect line includes products for joint health, multivitamins, digestive function, calming, and skin health. Notable products include the Synovi G3 formula for joint health, DVM Daily Soft Chews for overall wellness, Lactoquil for digestive health, and a fast-acting Tranquilify™ blend for situational stress that works within 30 minutes.
The product line leverages the reputation of the Advantage brand, which has been a trusted leader in pet health for 25 years. Pet Protect is distinguished by being veterinarian-formulated, science-backed, and has earned the NASC® quality seal.
Elanco Animal Health (NYSE: ELAN) ha lanciato Pet Protect, una nuova linea di integratori formulati da veterinari per cani e gatti. Il lancio avviene mentre il mercato degli integratori per animali domestici negli Stati Uniti ha raggiunto $2,7 miliardi nel 2023, crescendo a un CAGR del 20% negli ultimi cinque anni.
La linea Pet Protect include prodotti per la salute delle articolazioni, multivitaminici, funzione digestiva, calmanti e salute della pelle. Tra i prodotti notevoli ci sono la formula Synovi G3 per la salute delle articolazioni, i DVM Daily Soft Chews per il benessere generale, il Lactoquil per la salute digestiva e un mix a rapido effetto Tranquilify™ per lo stress situazionale che agisce entro 30 minuti.
La linea di prodotti sfrutta la reputazione del marchio Advantage, che è stato un leader affidabile nella salute degli animali per 25 anni. Pet Protect si distingue per essere formulata da veterinari, supportata dalla scienza e ha ottenuto il sigillo di qualità NASC®.
Elanco Animal Health (NYSE: ELAN) ha lanzado Pet Protect, una nueva línea de suplementos formulados por veterinarios para perros y gatos. El lanzamiento se produce mientras el mercado de suplementos para mascotas en EE. UU. alcanzó $2.7 mil millones en 2023, creciendo a una CAGR del 20% en los últimos cinco años.
La línea Pet Protect incluye productos para la salud articular, multivitaminas, función digestiva, calmantes y salud de la piel. Productos notables incluyen la fórmula Synovi G3 para la salud articular, DVM Daily Soft Chews para el bienestar general, Lactoquil para la salud digestiva, y una mezcla de Tranquilify™ de acción rápida para el estrés situacional que funciona en 30 minutos.
La línea de productos aprovecha la reputación de la marca Advantage, que ha sido un líder confiable en la salud de mascotas durante 25 años. Pet Protect se distingue por estar formulada por veterinarios, respaldada por la ciencia y haber obtenido el sello de calidad NASC®.
Elanco Animal Health (NYSE: ELAN)는 개와 고양이를 위한 수의사 전문 보충제인 Pet Protect를 출시했습니다. 이번 출시는 미국의 애완동물 보충제 시장이 2023년 27억 달러에 도달하면서 이루어졌으며, 지난 5년 동안 연평균 성장률(CAGR)은 20%에 달했습니다.
Pet Protect 라인은 관절 건강, 종합 비타민, 소화 기능, 진정 및 피부 건강을 위한 제품을 포함합니다. 주목할 만한 제품으로는 관절 건강을 위한 Synovi G3 포뮬러, 전반적인 웰빙을 위한 DVM Daily Soft Chews, 소화 건강을 위한 Lactoquil, 그리고 30분 이내에 작용하는 상황 스트레스 완화용 빠른 작용 Tranquilify™ 혼합물이 있습니다.
이 제품 라인은 25년 동안 애완동물 건강 분야에서 신뢰받는 리더인 Advantage 브랜드의 명성을 활용합니다. Pet Protect는 수의사 전문으로 제조되었으며, 과학적으로 뒷받침되고 NASC® 품질 마크를 획득한 점에서 차별화됩니다.
Elanco Animal Health (NYSE: ELAN) a lancé Pet Protect, une nouvelle gamme de suppléments formulés par des vétérinaires pour les chiens et les chats. Ce lancement intervient alors que le marché américain des suppléments pour animaux de compagnie a atteint 2,7 milliards de dollars en 2023, avec un taux de croissance annuel composé (CAGR) de 20 % au cours des cinq dernières années.
La gamme Pet Protect comprend des produits pour la santé des articulations, des multivitamines, la fonction digestive, la détente et la santé de la peau. Parmi les produits notables, on trouve la formule Synovi G3 pour la santé articulaire, les DVM Daily Soft Chews pour le bien-être général, le Lactoquil pour la santé digestive et un mélange Tranquilify™ à action rapide pour le stress situationnel qui agit en 30 minutes.
La gamme de produits s'appuie sur la réputation de la marque Advantage, qui est un leader de confiance en matière de santé animale depuis 25 ans. Pet Protect se distingue par sa formulation vétérinaire, son soutien scientifique et son obtention du label de qualité NASC®.
Elanco Animal Health (NYSE: ELAN) hat Pet Protect eingeführt, eine neue Linie von veterinärmedizinisch formulierten Ergänzungsmitteln für Hunde und Katzen. Die Einführung erfolgt, während der US-Markt für Haustier-Ergänzungen 2023 2,7 Milliarden Dollar erreicht hat, mit einem CAGR von 20% in den letzten fünf Jahren.
Die Pet Protect-Linie umfasst Produkte für die Gelenkgesundheit, Multivitamine, Verdauungsfunktionen, Beruhigung und Hautgesundheit. Zu den bemerkenswerten Produkten gehören die Synovi G3-Formel für die Gelenkgesundheit, DVM Daily Soft Chews für das allgemeine Wohlbefinden, Lactoquil für die Verdauungsgesundheit und eine schnell wirkende Tranquilify™-Mischung zur situativen Stressbewältigung, die innerhalb von 30 Minuten wirkt.
Die Produktlinie nutzt den Ruf der Marke Advantage, die seit 25 Jahren ein vertrauenswürdiger Führer im Bereich der Haustiergesundheit ist. Pet Protect zeichnet sich dadurch aus, dass es veterinärmedizinisch formuliert, wissenschaftlich untermauert ist und das NASC®-Qualitätssiegel erhalten hat.
- Entry into fast-growing pet supplement market worth $2.7B with 20% CAGR
- Leverages existing brand recognition from Advantage's 25-year market presence
- Comprehensive product line addressing multiple pet health segments
- NASC® quality seal certification adds credibility to products
- Entering a highly competitive market segment
- Late entry into established supplement market may impact market share potential
Insights
The launch of Pet Protect marks a calculated expansion by Elanco into the lucrative pet supplements market, which has demonstrated remarkable resilience with a 20% CAGR and
First, the supplement category offers higher margins compared to traditional pet health products, potentially boosting Elanco's profitability. The veterinarian-formulated positioning and NASC certification create significant barriers to entry, protecting these margins from generic competition.
Second, leveraging the trusted Advantage brand name provides instant credibility and recognition, potentially reducing customer acquisition costs and accelerating market penetration. This brand extension strategy could yield substantial cross-selling opportunities across Elanco's portfolio.
Third, the timing is optimal given the demonstrated price inelasticity in pet supplements, with over half of consumers maintaining spending levels despite inflation. This suggests strong unit economics and pricing power potential.
The comprehensive product line addressing multiple health concerns indicates a sophisticated market segmentation strategy. The inclusion of innovative ingredients like phytoceramides in skin health products demonstrates clear differentiation from commodity supplements, supporting premium positioning.
However, success will largely depend on execution, particularly in:
- Distribution channel optimization between veterinary, retail, and direct-to-consumer channels
- Marketing effectiveness in communicating scientific credibility
- Supply chain management to ensure premium ingredient sourcing
- Pet Protect offers a comprehensive line of veterinarian-formulated, science-backed supplements.
- The
U.S. pet supplement market is growing as pet parents increasingly desire proactive wellness options. - Pet Protect features products for both dogs and cats, including joint health, multivitamins, Omega-3, fast-acting calming, allergy and immune support, digestive function support and more.
- The launch of Pet Protect from the Makers of Advantage strengthens Elanco's position as a leader in the pet health market and offers a science-backed brand to the supplements category. The Advantage brand is a trusted leader in pet health for 25 years.
As pet owners increasingly recognize the importance of their pets' health and well-being, their expectations for comprehensive pet care have risen significantly, resulting in a heightened awareness to take proactive measures to ensure not only their health but their pet's health too. The
"As the leader in pet health over the counter products, expanding into supplements is a natural fit for Elanco," said Bobby Modi, Executive Vice President,
Pet Protect stands out in the supplement market thanks to several distinct qualities:
- Veterinarian-Formulated: Developed with over 25 years of veterinary experience.
- Backed by Science: Uses safe, proven and studied ingredients.
- Trusted Branding: From the makers of Advantage. A trusted leader in pet health for 25 years.
- Commitment to Quality: Earning the NASC® quality seal.
"At Elanco, we recognize that pets are cherished family members and deserve the highest quality of care," said Dr. David Gosche, veterinarian and Executive Director, Consulting Vet Team at Elanco. "Pet Protect is designed to support the health of pets with scientifically formulated veterinarian-approved ingredients."
Pet Protect offers a full line of supplements, each with a unique function to improve the quality of life for pets. From promoting healthy skin, helping to support situational stress, supporting joint health and immune function, Pet Protect offers comprehensive solutions that meet the diverse needs of pets. The product line includes but is not limited to:
- Pet Protect Hip & Joint: Our Synovi G3 formula for dogs offers a proactive way to support healthy hip and joint function in active dogs.
- Pet Protect Multivitamin: Our DVM Daily Soft Chews formula for dogs supports everyday health and wellness, immune and bone strength, energy and healthy digestion.
- Pet Protect Digestive Health for Dogs: Our Lactoquil formula supports everyday GI health and microbial balance for dogs and helps in times of normal digestive upset.
- Pet Protect Calming Fast Acting: Our proprietary Tranquilify™ blend works in as little as 30 minutes and lasts up to four hours and helps support situational stress, positive behavior in times of stress and curbs destructive behavior in dogs.
- Pet Protect Skin Health: The only over-the-counter dog supplement that uses phytoceramide which helps regulate hydration, supports a healthy skin barrier and supports a normal inflammatory response in dogs.
This launch reinforces Elanco's commitment to making life better for animals through innovative solutions that address a multitude of health needs for pets. For more information on Pet Protect, visit Pet Protect from the makers of Advantage.
ABOUT ELANCO
Elanco Animal Health Incorporated (NYSE: ELAN) is a global leader in animal health dedicated to innovating and delivering products and services to prevent and treat disease in farm animals and pets, creating value for farmers, pet owners, veterinarians, stakeholders and society as a whole. With nearly 70 years of animal health heritage, we are committed to helping our customers improve the health of animals in their care, while also making a meaningful impact on our local and global communities. At Elanco, we are driven by our vision of Food and Companionship Enriching Life and our Elanco Healthy Purpose™ sustainability pillars – all to advance the health of animals, people, the planet and our enterprise. Learn more at www.elanco.com.
Pet Protect, Advantage, Alenza, DVM Daily Soft Chews, Endurosyn, Free Form, Lactoquil, Seasoderm, Synovi G3, Synovi G4, Tranquilify, Elanco and the diagonal bar logo are trademarks of Elanco or its affiliates. ®2025 Elanco or its affiliates.
1 Packaged Facts Pet Supplements in the US, 10th Edition, September 2024
2 Packaged Facts Pet Supplements in the US, 9th Edition, March 2023
Investor Contact: Tiffany Kanaga (765) 740-0314 tiffany.kanaga@elancoah.com
Media Contact: Season Solorio, (765) 316-0233, season.solorio@elancoah.com
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SOURCE Elanco Animal Health
FAQ
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