When people start to make healthy choices for themselves, thinking about their pets is a natural extension; after all, most pets are considered part of the family. Pet products now make up a multi-billion dollar segment of the natural products industry, with pet supplements alone accounting for $1.4 billion in 2008 (a 7.4 percent growth over the previous year—faster than the sales of human supplements). According to a 2008 study, dogs’ and cats’ toxic loads from food and the environment rival and often exceed those of their human companions, so there’s ample incentive to provide consumers with research-backed, natural care options to maintain and extend their pets’ health and well-being.

Holistic pet products include natural and organic dog and cat foods; pet shampoos free of artificial ingredients (and including beneficial ingredients such as green tea extract for a healthy coat and herbs to repel fleas); functional pet treats that benefit skin, coat, heart health, and weight management for pets; durable, eco-friendly toys; homeopathic remedies for anxiety, rashes, and digestive problems; and pet supplements, including antiaging antioxidants vitamins E and C, fish oil for inflammation, glucosamine and boswellia for joint health, and Chinese herbs for overall health.