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MarketPlace, a full-service branding firm focused on ingredient, food, beverage, and supplement brands, will share insights on the convergence of the human and pet supplement categories at the upcoming SupplySide West trade show.

Pet Supplement Insights Releasing at SupplySide West 2023

MarketPlace produces an annual report on U.S. pet supplement consumers, tracking where they’re shopping for pet goods, what specific benefits and ingredients they’re shopping for, what they’re spending, and more. The findings are the result of MarketPlace’s three-years-running exclusive primary research study.

“SupplySide West featuring pet programming this year is an indicator of the massive potential of this category, as it’s historically been a human-focused show,” MarketPlace’s Account Strategy Director Jim Hibsch said. “People are truly thinking of their pets’ health in the same way that they’re thinking of their own, and that means that supplements are increasingly becoming a part of the regimen.”

Hibsch will unveil insights from this report during a panel on the SupplySide Stage titled, “Pet Supplementation Unleashed: Fetching the latest insights for optimal pet health and well-being,” from 12-12:30 PST on Thursday, Oct. 26 in booth 5670. SierraSil President Michael Bently and National Animal Supplement Council President Bill Bookout will join Hibsch on the panel.

“Human supplement ingredient brands should consider whether there’s an untapped market for their ingredients in the pet category,” MarketPlace President Tracy Landau said. “Our research makes this potential clear and is a big part of our commitment to keep our partners on the pulse of opportunities in the nutrition and supplement industries. We encourage any human brands looking to strategically enter the pet category to visit our booth.”

Supporting, Presenting, and Exhibiting at SupplySide West 2023

MarketPlace will also be exhibiting at booth 4015 to discuss brand, business, and product launch strategies for B2B ingredient and B2C functional food and supplement brands.

“We create better brands for healthier, happier people and pets,” Landau said. “SupplySide West is where we’ve made strategic connections that have persisted through our entire firm’s life. Whether you’re launching an ingredient on Amazon or ideating a new product launch, we love the opportunity to meet with our current and potential partners at this show to set them on a new path of growth.”

MarketPlace combines industry expertise with commercialization know-how to help its customers uncover unmet market opportunities. MarketPlace helps health and wellness businesses and brands execute exclusive research to uncover insights that identify unmet needs in the marketplace.

MarketPlace develops brand strategies and creative identities that differentiate its partners’ products from others in its category, highlighting unique value propositions and innovation opportunities.  Once MarketPlace activates a B2B or B2C product or brand and it is introduced to the market, it offers agency services including social media campaigns, digital promotion, lead generation and Amazon launches through the Amazon Emerging Brands team. MarketPlace encourages any brands interested in the branding process, including consumer insights, creative development, business strategy, and innovation protocepting, to visit its booth during the show. To pre-schedule a meeting with MarketPlace, contact

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MarketPlace is a strategic partner to health and wellness, pet and animal, and food and beverage brands. Through business strategy, industry focus, and marketing expertise, we help our partners grow.