Elanco Launches Pet Protect™ From the Makers of Advantage®: Veterinarian-Formulated Supplements for Complete Pet Wellness

Rhea-AI Summary

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.

Positive

• 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

Negative

• Entering a highly competitive market segment
• Late entry into established supplement market may impact market share potential

• 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.

GREENFIELD, Ind., Feb. 20, 2025 /PRNewswire/ -- Elanco Animal Health Incorporated (NYSE: ELAN) today announced the launch of Pet Protect, a line of veterinarian-formulated supplements for dogs and cats. With the pet supplement market experiencing rapid growth and increasing relevance, Pet Protect emerges as a modernized, science-backed supplement line specifically designed to cater to the diverse health needs of pets.

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 U.S. pet supplement market reached a size of $2.7 billion in 2023, achieving a Compound Annual Growth Rate (CAGR) of 20% over the past five years.¹ The explosive growth in the pet supplements market has remained constant as customers see value in supplements – with over half of pet supplement purchasers reporting about the same spend in 2023 despite inflation price pressures.² In response to this growing demand and the shifting focus of pet parents toward proactive wellness, Elanco has introduced Pet Protect to provide comprehensive support for pets' everyday health.

"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, U.S. Pet Health and Global Digital Transformation. "This underscores our dedication to enhancing the health and well-being of pets while driving growth and expanding our footprint in this dynamic market."

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, 10^th Edition, September 2024
² Packaged Facts Pet Supplements in the US, 9^th 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

What is the market size for pet supplements where ELAN's Pet Protect is launching?

The U.S. pet supplement market reached $2.7 billion in 2023, with a Compound Annual Growth Rate (CAGR) of 20% over the past five years.

How quickly does ELAN's Pet Protect Calming Fast Acting supplement work?

The Tranquilify™ blend in Pet Protect Calming Fast Acting works in as little as 30 minutes and lasts up to four hours.

What certifications has ELAN's Pet Protect received?

Pet Protect has earned the NASC® quality seal, demonstrating its commitment to quality standards.

What are the main product categories in ELAN's Pet Protect supplement line?

Pet Protect includes supplements for joint health, multivitamins, digestive health, calming, skin health, and immune support for both dogs and cats.

How has consumer spending on pet supplements performed during inflation according to ELAN?

Over half of pet supplement purchasers reported maintaining the same spending levels in 2023 despite inflation price pressures.