Marketing Research Blog

Before You Claim It—Test It:
A Pet Industry Guide to Claim Testing

Functional food, treats, chews, and supplements have become a fast-growing category in the pet industry.

For example, APPA’s “2025 Dog & Cat Report” reveals that 53% of dog owners and 34% of cat owners give vitamins/supplements to their pets. However, making claims about your product’s benefits can be tricky and requires careful testing before incorporating the claims into your marketing materials ─ including everything from packaging and brochures to your website, blogs, social media, and online storefronts.

U.S. regulatory agencies like the Federal Trade Commission (FTC) and the Food and Drug Administration (FDA) actively monitor marketing claims. In the pet industry, each state also has its own set of laws and regulations that are largely guided by the Association of American Feed Control Officials (AAFCO).

Risks of making mistakes with your claims include:

• Fines
• Product removal from store shelves and online retailers
• Legal battles
• Damage to your reputation with pet owners, veterinarians, and other industry stakeholders such as retailers, distributors, and investors

It’s important to distinguish between testing how well claims resonate with consumers and veterinarians, and ensuring your marketing complies with regulatory requirements. Below, I’ve outlined some of these nuances to help you navigate this complex landscape:

When to use Market Research to Test Claims:

Market research plays a key role in identifying which claims resonate most with your target audience—and ensuring they’re believable, relevant, and understandable.

Use market research when:

When to Seek Industry Professionals for Testing Claims:

Navigating complex rules and regulations from various regulatory bodies can be daunting. Common pitfalls I’ve heard recently include:

• Making disease-related claims
• Comparing your product to drugs or medications
• Using key words such as “inflammation” and “pain”
• Discussing ingredient benefits (in products you sell)
• Claims such as “100% XX,” “free of XX,” “all natural,” “made in the USA,” “eco-friendly,” “plant-based,” “non-toxic,” etc. ─ these require very precise support to avoid misleading consumers

Fortunately, there are several resources available to help you evaluate whether your claims might lead to regulatory issues including, among others: Apex Compliance, National Animal Supplement Council (NASC), and Petfood Compliance.

Other Essential Testing for Claims:

Beyond market research and regulatory review, you may need scientific testing to support certain types of claims, especially those tied to nutrition, health, safety, or functionality. Here are the main types to consider:

• Analytical Testing – Verifies ingredient levels and “free-from” claims
• Palatability Testing – Measures pet preference and taste appeal
• Shelf-Life & Stability Testing – Confirms nutrients or actives remain effective over time
• Efficacy Testing – Demonstrates that functional or health-related claims are backed by results
• Safety & Microbiological Testing – Ensures product safety and checks for contaminants

For these types of testing, reach out to companies such as third-party labs (analytical, microbiological, shelf-life), pet food contract manufacturers (with in-house testing), palatability testing firms or Contract Research Organizations (CROs), and veterinary research organizations and universities.

Again, you will want to keep a claims substantiation file with lab reports, study data, and research documentation in case your claims are challenged.

Ellen Williams

Vice President

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Ellen brings over 20 years of market research experience. She is proficient in creating custom research studies to derive meaningful insights and strategic recommendations that address clients’ business questions. She has led both quantitative and qualitative research across industries such as consumer goods, healthcare, and financial services.