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Goldfish-B_Pets_PET-SUPPL:QFL pets 08.04.2010 9:10 Uhr Seite 1

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MWIntlIngredient_A4_TapcoApprvd 4/13/10 2:20 PM Page 1

Issue 12 Pet Food SuPPlement Page 1

Published by:Pentlands Publishing Ltd, Station Road,

Great Longstone, Bakewell DE45 1TS. United Kingdom

Tel: +44 (0)1629 640941 Fax: +44 (0)1629 640588

E-mail: [email protected]

Web: www.feedcompounder.com

editor:Andrew D. Mounsey

Views expressed by contributors are not necessarily those of

the Publisher.

© Pentlands Publishing Ltd 2010

Pet Topics .......................................................1 By Roger W Dean

Satiety – A Proven Weight Management Concept ...................................9 By Dr Martin Karutz

Seven Common Elevator Leg Problems That Cause Abnormal Bucket Wear ............12 By Carl Swisher

L-Carnitine – Vital For Health And Well-Being Of People And Pets ...................14 By David Beaumont

The Importance Of Packaging .....................18 By Dr Riccardo Concetti and Graham Rawlings

Carbohydrates – The Good, The Bad … And The Physiology .........................20 By David Southey

Andritz Feed & Biofuel China Successfully Launches Combi Zone Dryer In The Asian Market ...........................22

The New Economic Reality ...........................23 By Dr Mukund Parthasarathy

Pegasus Paddle Mixer From Dinnissen Significantly Improves The Taste Of Cat Food .................................25

PET TOPICS

by roger W dean

Pet Food and recessionWith a large part although not the entirety of the industrial world mired

in the aftermath of the deepest recession in two generations, how have

petfoods and pet products been faring?

On the one hand, there have been plenty of horror stories. In the

UK, there were widespread reports of pets being abandoned in the

Midlands, an industrial area which has been heavily hit by the downturn.

The Royal Society for the Prevention of Cruelty to Animals (RSPCA)

reported in April 2009 that the charity had dealt with 11,586 ‘dumped’

animals in 2008, an average of more than 30 each day and a figure

that was fifty-seven per cent higher than the equivalent figure for 2007.

Moreover, that figure represents just pets illegally dumped, not those

voluntarily taken in by the RSPCA.

According to Wealden District Council in Sussex, pet dogs are

‘becoming the innocent victims of the recession’. Its animal wardens

picked up two hundred and six stray dogs in the area last year with

more than 2,100 being collected across Sussex as a whole, a relatively

prosperous part of England’s southeast. A Council spokesman was

reported as warning that dogs could be expensive to keep and, as a

result of the recession, more animals were being abandoned across

the county. She added that it was around March that dogs given as

presents at Christmas were coming under threat as the novelty of a

new pet wore off and urged pet owners having difficulty looking after

a pet to ‘talk to our animal welfare service or the RSPCA.’

In the US, of course, where the recession has struck with particular

severity at homeowners, pets have either been consigned to shelters

because their owners have been forced to move to apartments where

it is not possible, for whatever reason to keep a pet or, incredibly,

have been left unattended at foreclosed properties. A spokesman for

the Humane Society in Georgia said the abandonment rate was ten

times that of two or three years earlier, before a wave of foreclosures

started hitting neighborhoods throughout the State. With more pets

coming in and fewer people with the resources to pay for adopting a

pet, nearly all animal shelters there were being stretched to their limits

and, in many cases, beyond.

In New York, hard hit by the collapse on Wall Street and the loss

of highly paid jobs in finance, the New York Times reported that, until

comparatively recently, one way the wealthy ‘flashed their fortunes’ was

‘by decking their dogs in Burberry collars and sending them for spa

services’. But the recession had meant that even the city’s wealthiest

dog owners had cut their budgets and sometimes abandoned their

dogs entirely. The co-founder of a Manhattan ‘Doggie Gym’ was

reported as saying that he had never seen so many dogs abandoned by

owners who had quite recently been accustomed to spend thousands

Pet Food SuPPlement Issue 12

of dollars on purchasing and maintaining them. And those wealthy

pet owners who were holding on to their dogs are reportedly cutting

back hard. The owner of a Dog Parlour on New York’s Upper East Side

reported that demand had shrunk by half for day care, grooming and

$15 bags of dog food. Owners had also started to stretch out their

dog’s grooming services from every four to every eight weeks. ‘The

dogs look ragged,’ she said. But the owners say that they are ‘sorry

my dog is a mess. But I don’t have a job.’

On the west coast, the State of California has been undergoing

a serious financial budgetary crisis of its own and the recession has

come as a double whammy on top of the State’s seemingly unsolvable

fiscal difficulties. According to the Los Angeles County Department

of Health Services, animal control agencies are already ‘processing’

well over half-a-million homeless pets each year. Only 25 per cent of

these animals are adopted or placed into a safe environment with the

majority, including those with a registered pedigree being, to use that

dreadful expression, ‘euthanized’.

In the context of the overall US economy, although economists

feel that the recession is nearing its end, recovery will be tentative well

into the second and, perhaps, the third quarter of 2010 as the economy

recovers from a severe downturn. But, due to California’s fierce budget-

cutting which has seen the State issuing IOU’s to its own employees,

shelter animals are only allowed to remain on death row for three days,

half what they were once allowed. And animal rights activists say that

seventy-two hours is simply not enough time for them to locate the

owner of a lost or runaway pet with no ID such as a microchip.

Against such a background, insistence on the part of the pet food

and products industry that pet owners are riding out the recession

with no discernable signs of retrenching their expenditure may look a

little like whistling in the wind. According to the American Pet Products

Association, US spending on pets continues to grow despite the

downturn. Spending on pet food, a range of other supplies, veterinary

treatment along with services such as grooming and boarding

increased by 5.4 per cent in 2009 compared with the previous year,

reaching a total 0f $45.5 billion and the APPA is predicting that spending

in 2010 will increase again by up to five per cent.

It appears that, while US pet spending is increasing in all market

sectors, spending on veterinary services showed the biggest increase;

up by 8.5 per cent in 2009. This reflects veterinary care advances which

have greatly advanced the range of services available. Pets are now

undergoing CT scans, root canal procedures and cancer surgery. The

APPA is looking for a further six per cent increased spend on veterinary

care in 2010.

It has to borne in mind, of course, that the APPA is a Trade

Association which was set up in 1958, to serve the interests of the pet

products industry with a mission to promote, develop and advance pet

ownership and the pet product industry. Amongst APPA’s promotional

activities is the publication of the National Pet Owners Survey, the 2009-

2010 edition of which states that 62 per cent of US households own

a pet, equating to a total of 71.4 million homes. This compares with

the situation in 1988, the first year in which the survey was conducted,

when only 56 per cent of US households owned a pet. The estimated

spend in 2010 of $47.7 billion will break down 38.3 per cent on food,

26.8 per cent on veterinary care and 23.1 per cent on other supplies

including over-the-counter medicines.

changing cultureThe life of cats and dogs, prior to their transition to the status of what

is frequently termed as ‘full family members’, was largely defined by

utilitarian considerations.

Dogs were protectors and guardians of both domesticated

livestock and human beings against marauders, both human and

animal. Cats existed primarily as a pest control agency with regard

to rodents threatening human food supplies although they did have

an additional function as objects of religious veneration in Pharonic

Egypt. As such, dogs received such food as to keep them alive, largely

consisting of scraps. Cats were expected to forage for their own food

in the form of mice and rats caught, as one might say, in the course

of duty.

Increasing disposable incomes in many countries have meant an

improvement in the quality of life for many pets but, as the Economist

newspaper recently pointed out, dogs’ and cats’ lives assume a more

sombre hue in some parts of the world.

The Economist reported that dog meat is a popular dish in many

parts of China, particularly amongst ethnic Koreans in the north-east

of the country and that restaurants serving dog are also common in

Beijing. Cats are reportedly a popular dish in southern China.

It now appears that China is ready to end a centuries-old custom

and remove cat and dog from the menu. According to local state-run

media, a draft law was expected to have been presented to the National

People’s Congress in April. This would be China’s first law against

animal abuse. Anyone caught eating cat or dog meat would face a

fine of as much as 5,000 yuan, equivalent roughly to £450 and be

sentenced to up to fifteen days in jail. Organizations involved in selling

cats or dogs or their meat for consumption could be fined between

10,000 and 500,000 yuan.

Attitudes towards pets in China have been changing rapidly in

recent years.

Under Chairman Mao, pets were considered ‘a bourgeois

affectation’ and banned but, with the emergence of a growing urbanized

and increasingly affluent population, pet ownership has become more

popular. In 2008, according to Euromonitor, Chinese consumers spent

5.73 billion yuan (approximately £564.5 million) on pet food and pet-

care products, a 6.9 per cent increase on the previous year. Euromonitor

went on to predict that the market would rise 5.6 percent in 2009, to

6.05 billion yuan (£596 million).

But if Chinese consumers are turning increasingly towards pet

ownership, a ubiquitous officialdom still intrudes into what would seem

essentially to be an individual lifestyle choice.

The residents of Guangzhou, an hour’s train journey from Hong

Kong and one of China’s most affluent cities with an expanding middle

class, were confronted in June 2009 by a new city ordinance to the

effect that each household would be allowed only one dog, meaning

that anybody owning more than one would be allowed to keep only

their favourite.

City officials justified this draconian ordinance with reference to

the city’s stray dog problem. As the middle class has grown, so has

the numbers owning dogs. I’m not sure what is the Chinese for ‘Dogs

are not just for Christmas’ but it seems that one consequence of many

owning dogs for the first time is that the pets are often abandoned

when the novelty wears off, a problem compounded by owners failing


to neuter their pets. In addition, Guangzhou hosts the Asian Games

which take place in November 2010 and the authorities are attempting

to clean the city up before the Games take place.

The capital, Beijing, not only has a one-dog policy but also decrees

that they must not be taller than 35 cm, about fourteen inches. Since

2006, dogs have also been banned in public places. Part of Beijing’s

policy as regards dogs stems from the fact that China has a rabies rate

which is second only to that of India. A cull in southwest China in 2006

accounted for more than 50,500 dogs. In 2009, a similar cull accounted

for 33,000 dogs in Shaanxi province subsequent to an increase in the

number of rabies cases.

In the build-up to the Beijing Olympics in 2008, one hundred and

twelve ‘official’ restaurants were instructed to remove dog from their

menus in order to avoid offending tourists. However, the Olympics were

not all good news for dogs. There was also a massive cull of pet dogs

in the run-up to the Games while, in addition, a government-inspired

campaign to associate cats with serious diseases including Serious

Acute Respiratory Syndrome (SARS), led to a major cull of cats under

frequently disturbing circumstances, much protested against by welfare

groups both outside and within China.

China, as well as, India displays all the symptoms of a clash

between traditional attitudes to ‘domestic’ animals.

The perception of pets has changed significantly in Indian

households. As part of the so-called ‘humanisation’ trend, pets are

being increasingly treated as family members rather than working

animals, for example, as guard dogs for security purposes or cats

for pest control. Euromonitor as well as other sources takes the view

that many Indian pet owners now derive emotional satisfaction from

keeping a healthy and well-groomed pet, particularly those who may

have studied for their masters degree or higher in a US or EU University

and who have spent time working in the west before returning to their

native land.

These changes in attitudes seem set to continue to spur on the

development of the Indian pet food and care products market in the

next five years as well as exerting an increasing influence on related

industries such as pet grooming, already a significant business in

China.

Pet trends in the uKThe main body representing pet food manufacturers in the UK has

recently completed its latest survey of the British pet population,

showing that, in 2009, there were approximately eight million dogs and

eight million cats in Britain. According to the Pet Foods Manufacturers’

Association (PFMA), more than two-thirds of the canine population

consisted of pedigree breeds; the feline population was composed of

more that four-fifths non-pedigree breeds.

Dogs and cats are not, of course, the only type of pet popular

in the UK and in this connection, I must congratulate the Guardian

and Observer newspapers on their publication, in March 2010, of two

supplements featuring, respectively, cats and dogs and a miscellany

of other assorted birds, reptiles, fish and other livestock. I have often

wondered about the relationship that may be struck off between a

human and a stick insect but if it teaches a young person how to care

for an otherwise defenceless creature, then I suppose that this may be

accounted another benefit of pet ownership.

Meanwhile, a recent Euromonitor report on the UK pet food market

notes that, overall, both dog and cat food continue to enjoy strong

growth [1]. The latter, however, has reflected to a very great extent the

performance of specific categories of pet food. In the UK cat food

sector, wet food is the principal market driver with manufacturers

emphasising the premium nature of their wet brands. Conversely, wet

dog food is stagnating, with dry dog food making the running, reflecting

pet owners’ appreciation of the potential health benefits of feeding dry

dog food and of the comparative ease with which dry dog food can be

purchased in bulk. Dry cat food, on the other hand is showing a much

more restrained rate of growth, although veterinarians stress the role of

dry cat food in controlling gum disease in cats which show a surprising

degree of resistance to having their teeth brushed!

On the subject of health, the problem of pet obesity continues to

mount in the UK as in other industrialized countries, particularly the US.

According to one source, between twenty-five and forty per cent of dogs

in the US are obese. Nor are dogs the only species involved; cats and

all domestic pets are at risk from this potentially fatal condition as the

photographs in my veterinary’s waiting room can testify. Overweight

pets suffer more physical illness and do not live as long as animals of

recommended weight. Obesity can frequently affect pets’ quality of life

while the health risks associated with weight gain include cardiac and

respiratory diseases, diabetes, liver disease, arthritis and spinal disc

problem to name a few. Incidentally, these conditions apply equally to

the human population.

Increasing awareness amongst pet owners of health aspects

related to nutrition has encourage the development of markets for new

multi-functional foods aimed at improving general pet health, including

products focussed on improving the condition of paws, claws, eyes,

coats, skin and teeth. Another aspect related to the drive to convenience

in a world where pet owners are increasingly time-pressured is the

continuing move away from the traditional canned presentation while,

on the other hand, pouches such as the Purina One Natural Balance,

Whiskas and Felix brands plus an increasing range of supermarket

own labels have increased their share of the market.

Despite what one source has called ‘a general stagnation’ in pet

numbers in the UK, the petfood and pet care market is one of the most

robust in the EU.

It appears that with anthropomorphism gathering pace,

manufacturers are increasingly able to persuade pet owners to trade

up to super premium and premium products which will drive value sales

growth over the forecast period projected by the report. It appears that

UK pet owners are also increasingly willing to spend extra on food for

their cats and dogs, according to data compiled by M&S Pet Insurance

and reported on in late 2009.

In 2008, according to a Mintel Report, a total of £1.7 billion was

spent in the UK on food for domestic animals. In a press release dated 5

October 2009, M&S Pet Insurance also quoted data from online retailer

and pharmacy Bestpet which reported a thirty per cent increase in sales

of premium food sales during a twelve month period running from the

last quarter of 2008 - a reflection of the fact that, with the recession

biting, Bestpet sells pet medication and food costing up to fifty per

cent less than buying at a vet.

Interestingly, the insurer made the point that UK owners were also

[1] Pet Food and Pet Care Products in the United Kingdom - Euromonitor International published in September 2009.


increasingly ready to make the link between premium foods for their

pets and pet health; in the UK as well as in the US, pet obesity together

with its attendant health problems is becoming a major concern of

the veterinary profession. A spokesman for Bestpet Pharmacy noted

that ‘Responsible pet owners who ensure their cats and dogs have a

healthy diet and regular exercise can help reduce expensive vet bills

in the future.’ It seems that the message is getting through; a survey

conducted in 2008 by the UK Pet Food Manufacturers’ Association

showed that nine in ten pet owners claimed to be aware of the potential

health effects of various kinds of pet food.

cats – or their oWners – are cleverer?According to a study by Bristol University’s Department of Clinical

Veterinary Science published in the Veterinary Record, people who

own a cat are more likely to have a university degree than those with

a pet dog [2]. The survey of 2,524 households found that 47.2 per cent

of those with a cat had at least one person educated to degree level,

compared with 38.4 per cent of homes with dogs!

Interestingly, the study also found that UK pet ownership was

much higher than previously thought.

Cat and dog numbers were last estimated in a peer-reviewed

scientific journal in 1989. This concluded that there were 6.2 million cats

and 6.4 million dogs in the UK. According to the Department of Clinical

Veterinary Science‘s study, however, current numbers are likely to be

about 10.3 million and 10.5 million respectively. This is significantly

higher than the Pet Food Manufacturers’ Association estimate of around

eight million for each species in 2009

One of the study’s authors, Dr Jane Murray, a lecturer in feline

epidemiology at Bristol University, said the variation in education levels

between owners was the most striking difference. She added that

researchers hoped to repeat the study using the results of the 2011

census to get a clearer idea of trends in UK pet ownership.

Pet Food RecallsIn the last issue of this publication, I discussed the disastrous pet

food recall episode in the US which was eventually traced back to

contamination of ingredients with melamine. It further emerged that

the contamination was deliberate, with a view to raising the protein

analysis of the ingredient material concerned.

I now understand that pathologists have recently determined that

the US outbreak in 2007 was not the first chemical-related incident

to occur this decade. An outbreak in 2004 also involved pet foods

contaminated with industrial chemicals and affected more than six

thousand dogs and a smaller number of cats across Asia, according

to Asian press reports at the time, with renal failure in the animals

linked to Pedigree dog foods and Whiskas cat foods manufactured

in Thailand by Mars.

In the US, it was publically assumed the outbreak was the first

of its kind until a pet blog, Pet Connection, reported on the Asian

incidents. Asian veterinarians initially ascribed the 2004 pet deaths

to fungal toxins, one of the first suspicions in the context of the US

recalls in 2007.

It appears that a specialist in renal pathology at a Veterinary

Diagnostic Laboratory in Athens, Georgia succeeded in tracking

down tissue samples from the pets that died in 2004. The samples

contained the same type of insoluble crystals found in US pets

during the 2007 outbreak. However, it also appears that the Georgia

researchers were not the first to link the two outbreaks; when it became

known that melamine and cyanuric acid were the culprits behind

the US pet deaths, Mars scientists made the link and claim to have

‘shared this information with the veterinary community and regulators

in Asia and the US.’ However, while the Food and Drug Administration

acknowledges it was informed, it appears that major veterinary and

pet food organizations claim they were never told by Mars of any link

between the two outbreaks.

The 2007 recall of pet foods in the US and Canada was the biggest

on record, reportedly affecting over one hundred brands and sixty

million packages of wet and dry dog and cat food.

There was, predictably, much speculation over what long-term

impact the recall would have on the industry. However, industry sources

seem to agree that the recall has had few long-lasting effects, with

most pet owners returning to their regular brands soon afterwards.

Nonetheless, the recall did provide a boost for the already growing

demand for ‘super-premium’ dog and cat food with some consumers

looking to these brands in the expectation of higher-quality ingredients

Pets and the dentistI was not aware of the existence of the Feline Advisory Bureau (FAB)

until my vet told me about it.

[2] Number and ownership profiles of cats and dogs in the UK, by Jane K Murray, William J Browne, Margaret A Roberts, Amber Whitmarsh and Timothy J Gruffydd-Jones, Veterinary Record, 6 February 2010.


Briefly and surprisingly, and as FAB’s own website notes, although

cats are ‘an endless source of fascination’, relatively little was known

about them or their veterinary needs when the Bureau was founded

by Joan Judd in 1958. Attracted to cats from childhood, her interest

developed further when she became the owner of two Siamese cats

which would, indeed, keep anybody in fulltime employment.

Unable to find answers to a vast array cat health problems, she set

out to provide cat lovers with information based upon proven facts. In

1958 she founded FAB, based upon a determination to generate and

disseminate high quality scientific information to anyone involved with

cats, be they vets or owners. It appears that, in the UK at least, FAB

is still unique, having led the field of knowledge about our cats and

what makes them tick for half a century. This work and the influence

it brings to bear continues, not only in the treatment of disease but in

establishing standards for boarding catteries and providing help and

information to cat owners nationwide [3].

Here, an interest must be declared.

The author is the keeper of a cat who will be nineteen at around

Christmas 2010. The cat in question has recently taken to yowling in

the middle of the night for no apparent reason. FAB provided a useful

explanation to this, noting that ‘vocalisation appears to play a big part

in the ageing process. Two thirds of the cats surveyed use more sounds

to get food and attention’. FAB goes on to note that more than a quarter

of surveyed cats called for attention at night, stopping only when

they received attention or reassurance from their owners. FAB further

suggests that, as a cat’s ability to protect itself declines, there appears

to develop a higher dependency on their owners for their security.

Having tried successfully a number of times to illicit a response from

their owners by means of a harsh distressed yowl difficult to ignore,

they continue to perform the ritual as ‘a learned behaviour’. According

to FAB, a number of owners reported that the calling stopped when

the cat was allowed to sleep in the bedroom although in the author’s

case, it must be admitted that the calling started in the bedroom where

the cat has always slept!

However, FAB also makes the inescapable point which, doubtless,

will have occurred to readers, that other factors may be at play.

These include deafness and chronic cerebral hypoxia - deficiency

of oxygen supply to the brain - which potentially produce symptoms of

senility and short-term memory problems causing general confusion

at night. Other causes include high blood pressure, causing general

discomfort, headache and disorientation with ensuing distress

response. Night-time vocalisation is often reported as one of the

behavioural signs in cats suffering from hyperthyroidism, a condition

frequently seen in the elderly cat. Needless to say, all these potential

conditions have been investigated by the author’s veterinarian and,

mercifully, found to be absent.

FAB has also provided useful data on another aspect of the aging

feline in question in that, as all owners will be all-too-aware, dental

problems become more acute as dogs and cats get older.

This is not surprising. As life expectancy amongst humans has

increased, it has become equally evident that the major cause of human

tooth loss is not tooth decay but periodontal gum disease. This results

from the infection that results from the build-up of soft dental plaque

on the surfaces of the teeth around the gums. If this is allowed to

accumulate, the bacteria in dental plaque irritates the gum tissue which,

in turn, often leads to infection in the bone surrounding the teeth.

Hard dental tartar consists of calcium salts from saliva deposited

on plaque. This starts to form within a few days on a tooth surface that is

not kept free of plaque and provides a rough surface enhancing further

build-up of plaque. Once established, tartar is difficult if not impossible

to remove without dental instruments.

Halitosis - bad breath - is the most common effect noted by pet

owners; this, however, is frequently only the initial symptom. The gums

become irritated, leading to bleeding and oral pain and your cat or

dog may lose its appetite or drop food from its mouth while eating.

The roots may become so severely affected that some teeth become

loose and fall out. Bacteria surrounding the roots gain access to the

blood stream. Studies have shown that dogs with severe periodontal

disease are characterised by an increased degree of microscopic

damage in their kidneys, heart muscle and liver than do dogs with less

severe periodontal disease.

The key to managing gum disease, whether in humans or pets,

is prevention.

I must confess that I have never envisaged successfully brushing

a dog’s teeth, let alone a cat’s; nevertheless, a helpful website, the

Forget-Me-Not Cat Sanctuary, advises me that it is perfectly possible

to do so if the learning process is started sufficiently early. Tips include

the advice to use a soft veterinary toothbrush; human toothbrushes are

too large to use for your pet’s teeth. Such toothbrushes can be bought

from your veterinarian or from a pet store.

Veterinary toothpaste must also be obtained; human toothpaste

may be harmful to cats. It appears that there are many flavours of pet

toothpaste available including poultry and fish, a fact confirmed by

my own veterinarian!

russian PetsAs one of the so-called BRIC nations (Brazil, Russia, India and China)

that have shown amongst the highest world growth rates in Gross

Domestic Products over recent years, there has been considerable

interest in Russia as potentially a major pet food and product market.

However, following the crisis that has reportedly engulfed the Russian

economy since the crash in oil and gas prices in 2008-09, two recent

reports have shed light on what is happening to the pet food industry

in that vast country.

The report published in December 2009 by Agriculture and Agri-

Food Canada suggests that the Russian pet food market still offers

major opportunities for growth and, indeed, presented figures that made

the author stop and stare, During the past ten years, the average growth

in GDP has been seven per cent, economic growth which has driven

demand for pet ownership and prepared pet food products.

Interestingly, the Canadian study highlighted the significance of

unprepared pet foods in Russia which, the report argues, presents

potentially the major growth opportunity in this largely untapped

market. Increases in disposable incomes have also improved demand

for premium pet food products.

The Russian pet food market is worth US $1 billion and is

forecasted to be one of the fastest growing in the world. There are an

estimated 17.8 million pet cats and 12.2 million pet dogs in Russia,

thus ranking Russia second only to the United States in terms of the

[3] A useful introduction to this organisation may be found at http://www.fabcats.org/publications/pdfs/Essential_cattitude.pdf


number of pets per head of human population.

The report suggests that the ‘humanisation’ of pets is starting to

become very prominent in Russia, as owners are increasingly willing

to spend more on premium pet food products to indulge their pets -

humanisation being defined as treating pets like companions or family

members and looking after their health and well-being accordingly.

This is distinct from anthropomorphism - the ascription of human

characteristics to animals.

Another factor known to contribute to the growth in sales of

prepared pet foods is the ongoing urbanization of the Russian

population, a development shared with many other emerging

economies. Prepared pet foods are more ‘convenient’ and are, by

definition, more appropriate to the life-styles of urban dwellers.

Euromonitor reported, in late 2009 that, in line with the global

economic crisis, Russia’s economic development slowed down in 2009.

However, having experienced robust economic growth during most

of the review period as a result of high commodity and, in particular,

oil prices, Russia was not, on first appearances, as badly affected as

some other countries.

In the major urban centres of Moscow and St Petersburg, this

has helped to sustain a positive development of the Russian pet food

and pet care products market. But, as importantly, the tendency of

owners to treat pets like family members and to be willing to spend

significant sums on their health and well-being - the pet humanisation

trend - has also contributed to positive market development in 2009.

Other aspects have included organic growth in the pet population

and, importantly in countries such as Russia, the development of

improved distribution channels for dog and cat food products. Other

factors identified by Euromonitor include growing consumer demand

for convenience pet foods and increasing awareness of pet health

issues among owners.

Euromonitor also reported that the ‘other pet food’ sector also

benefited from increased interest in exotic and rare pets, particularly

smaller animals such as rabbits and guinea pigs that are easier to care

for and can be kept in cramped urban environments.

Euromonitor also identify in Russia what appears to be a

widespread phenomenon as pet food markets develop, the trend to

pet humanisation. The effect of this was to ensure that the demand

for superior quality premium and super premium pet food remained

robust in 2009 instead of falling back in line with consumers’ declining

disposable incomes. One important aspect of this, in Russia as

elsewhere, is that it is in urban areas where this trend is likely to be

strongest. Disposable incomes tend to be higher in urban areas,

creating the potential for a higher proportion of pet owners to spend

significant and increasing amounts on not just feeding but caring for

their pets. Distribution channels are also important; premium and

super premium products are more widely available in large cities,

particularly through the development of new marketing channels such

as pet superstores and veterinary complexes. And, finally, there is the

obvious point that many urban consumers have limited free time and,

in consequence, feel somewhat guilty about the lack of attention they

can afford their pet. The guilt is duly assuaged by buying higher quality

and more expensive pet food and pet care products. Rather like some

peoples’ attitudes to their children, really!

The Russian retail layout is changing as the country moves away

from the dreaded ‘gastronome’ or food store, an institution personally

experienced by the author. Wholly new forms of retail outlets are

emerging, not just in the cities but also in the regions. A number of

own label brands are emerging in the retail sector and these include

pet foods.

Supermarkets and hypermarket outlets are increasing in average

size and, as a result, are able to assign more shelf space to economy and

premium pet food brands. There is no doubt that this has encouraged

a trend towards product diversification. In 2009 this continued to cause

more intense competition between pet food manufacturers, which had

a moderating effect on prices and made higher quality products more

affordable to larger numbers of consumers.

uK Pet Food ManuFacturing statisticsAccording to the 2009 edition of UK Business: Activity, Size and

Location, there were one hundred and eighty sites in the UK classed

as being involved in the manufacture of prepared petfoods.

Of these, eighty employed up to four people; there were only fifteen

sites that employed one hundred people or more. Of this latter total,

just five sites employed upwards of two hundred and fifty people.

In terms of location, the largest single concentration of sites

involved in the manufacture of prepared pet foods was in Yorkshire

and the Humber. The east and southeast of England boasted twenty-

five sites apiece. In contrast, Wales and Scotland have only five sites

each, as does London.

If we look at the statistics at the enterprise level rather than from

the point-of-view of individual sites, then UK Business: Activity, Size

and Location 2009 suggests that there were one hundred and fifty

enterprises operating in the UK at the time of the 2009 survey of

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which half employed up to and including four people. This accords

with the view that much of UK manufacturing is made up of small to

medium-sized businesses but has to be reconciled with the fact that,

of the one hundred and fifty enterprises identified, sixty were reported

as generating sales in excess of £1 million, with half of those reporting

turnover of £5 million or more.

Of the one hundred and fifty businesses, eighty had been founded

for ten years or more but there were twenty businesses with a lifespan

of two years or less.

Each year, the UK government undertakes the Annual Business

Inquiry, the successor to, in my view, the much more useful Census

of Production. Data collected between 1997 and 2007 suggests that

the number of enterprises operating in the field of prepared pet food

manufacture peaked at around one hundred and seventy two in 2002,

since when the industry appears to have embarked on a process of

consolidation.

The ABI for 2008 was conducted under the Standard Industrial

Classification which became operative in 2007 (SIC 2007) as required

under EU regulations and may not thus be directly compatible with

the results shown for 2007 under the previous Standard Industrial

Classification. The results for 2008 suggest an industry with sales of

£1,207 million and purchases of goods, materials and services of £791

million and employment costs of £138 million. Adding the last two

figures together and subtracting their combined total from total sales

suggests an operating margin of £278 million or 23 per cent. This may

be compared to the operating margin achieved by the manufacture of

prepared feeds for farm animals of 5.4 per cent in 2008.

Pet Foods – the next Five yearsAnd finally, where is the world pet food industry likely to be heading

in the next half-decade?

Currently, it may be reasonably argued that the US is the kingpin of

the world pet food market but there are clearly challengers waiting in the

wings. By 2013, one source suggests, Brazil will have overtaken Japan

to claim the runner-up’s spot. Russia is seen as climbing up the rankings

and pet food sales in countries such as Thailand, Romania and India

are also seen as growing rapidly in the years up to 2013. According

to Euromonitor International, North America and Latin America saw the

biggest increases in pet food sales between 2003 and 2008 followed

by Western Europe. Significantly, Eastern Europe’s growth was just

behind that of the EU but from 2009 until 2013, it is projected that

Eastern Europe will overtake the EU. Asia Pacific will start catching up

with the EU. In the latter, only Italy will still experience growth in the pet

food market at around five per cent a year between 2009 and 2013.

Most other countries in the developed world will experience growth

rates of between one and two per cent with ever-cautious Germany

experiencing negative growth of around -0.8 per cent, reflecting German

consumers’ continuing price-sensitiveness and preference for own

label or discount brand pet foods.

Unsurprisingly, differences in projected growth rates reflect local

factors but Euromonitor has identified two common trends. Increasing

pet ownership will reflect the rising proportion of the world’s population

living in an urban environment, a development associated with rising

disposable incomes which, in turn, creates more incentives for

developing a modern retail trading structure, despite the depressing

effects of the current recession. These factors also appear to be

generating an increasing level of pet ownership in emerging markets,

which have already experienced huge growth rates over the past

decade. For instance, between 1998 and 2008, the number of cats

and dogs owned in Brazil and Turkey rose by 49 per cent, resulting

in a total of almost fifty million pets in Brazil, clearly a huge potential

market. The Chinese pet dog and cat population stands, according to

the most recent estimate, at almost 38 million; India has an estimated

7.6 million cats and dogs.

The other major factor is the transition from what might be termed

the ‘autonomous’ pet food market - the market where dogs are tossed

scraps from the table while cats forage for themselves - to a market

where diets specifically formulated on actual or perceived advantages

form the major part of the pet population of the country concerned.

A Euromonitor study points out, rightly, that the relatively low level

of pet owners feeding commercially prepared foods means a huge

potential market for the pet food industry. Among the ten projected

fastest growing pet food markets, only Argentina has total consumption

of prepared pet foods above a quarter of the total perceived market for

pet foods, a figure that is far below the levels in developed markets. In

a significant number of the fastest growing markets, total consumption

of prepared pet foods barely reaches between five or ten per cent

of the potential market for manufactured pet foods, constituting an

enormous opportunity for companies seeking to encourage pet

owners to switch from table scraps to prepared pet food which is

arguably more nutritious, more convenient and more an expression of

the developing relationship between humankind and the companion

animal – or pet!

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Approximately 40% of the pet population in North America and Western

Europe is overweight or obese. This staggering figure is compounded

by obesity related conditions such as diabetes mellitus, orthopedic

problems, cardiovascular disease and other metabolic and physical

problems.

But the main reason for overweight and obese pets is the human

factor, linked to several issues:

The sedentary lifestyle of the domestic pet;•

Surgical contraception resulting in changes to the pet’s •

environmental and endocrine mechanism;

Predisposition as a result of breeding; and•

Indiscriminate feeding habits.•

This last factor might be the true culprit, complete with table scraps,

poor diet, constant access to food, competitive eating in a multiple pet

household and other poor eating rituals.

it’s about disciPlineIn nature, food acquisition has never been a sure thing for any creature –

canines, felines or humans. It has always been accompanied by physical

exertion to capture or cultivate and consume food. Humans, however,

have figured out how to avoid all that work. They have learned how to

refrigerate, dry, preserve and store foods in large amounts and have

created the same food acquisition assurances for dogs and cats.

Like humans, pets no longer have to hunt to survive nor live

outdoors, so they have mirrored the human tendency to have trouble with

weight. The major difference is that humans principally have complete

control over what they eat. They should also have complete control over

what and how much their pets eat.

But, let’s be fair here. For most people, it’s very difficult to stick to a

calorie reduced diet, exercise regularly or resist potato chips or a chocolate

bar. Considering this human weakness, how can we expect people to treat

their pets with the same or even a higher level of discipline?

It should be easy: feed a good, balanced diet with a calorie amount

that offsets the pet’s energy consumption. Therefore, it’s about calories

… and it’s about discipline – the pet owner’s discipline. So talking

SaTIETy A Proven Weight MAnAgeMent ConCePt For Pets

Overweight and obesity is one of the biggest challenges for the

pet food industry. While the food industry innovation is focused

on finding new solutions to the problem, the pet nutrition industry

is still mainly building on calorie reduced “light” products. This

concept however does not consider the pet owner as a limiting

factor to successful weight management. Learning from functional

foods might help. New concepts and ingredients for helping

manage the weight of pet are becoming available for the pet food

industry. One example is Fabuless™ a satiety triggering ingredient

demonstrated to reduce the calorie intake of pets.

By Dr Martin Karutz, DSM Nutritional Products, Switzerland

about weight management means addressing the owner with the right

products, messages and facts to help him or her to control the pet’s

weight, while also satisfying an intense desire to pamper the pet.

calorie reduced Pet FoodsIt is broadly accepted by veterinarians and pet nutrition specialists

that pet food products with a reduced calorie density can provide the

foundation for a weight reduction program. Suitable diets for weight loss

regimes are indicated to be low in fat, rich in dietary fibre with selective

carbohydrate sources to subdue insulin response. These “light” pet

food products are designed to reduce calories by 5-15% at constant

daily food intake. Since weight management is about reducing calorie

intake, the approach is right, at least when the reduced level of fat is

not offset by increased highly digestible carbohydrates combined with

lower proteins.

Adequate mineral and vitamin supplementation as well as

sufficient protein intakes for the feed levels must be maintained. Various

antioxidants (e.g. taurine, α-lipoic acid, vitamin E & C, and β-carotene)

can also help to mitigate the complications of diseases associated with

obesity and will prepare dogs and cats for a healthier life. Additionally

reduced calorie pet food can be fortified with ingredients that stimulate

the metabolism to consume more calories and turn deposited fat into


energy. Examples include carnitine, which facilitates fat burning, and

green tea polyphenols like EGCG proven to set the fat metabolism at a

higher gear to turn fat into energy.

learning FroM Functional FoodsAs pets and their owners due to their metabolic set up are not that

different when it comes to weight problems it might be helpful to have a

look at what happened in the human food industry and what nutritional

products and solutions are offered for decreasing overweight and

obesity for humans.

About 10 years ago the food industry was in the middle of what

can be called the “low” period. Products claiming “low fat”, “low

carbohydrates” or “low calorie” on their label flooded the retailer shelves

promising easier weight loss. During the last decade however people

started to search for a new kind of weight influencing solutions. “Low”

products were more and more considered as boring and people started

to look for a more modern approach avoiding the psychological aspect

of missing something when consuming food which is perceived of being

reduced. Lowered in calories? Lowered in nutritional value? Lowered

in taste experience?

Satiety is one nutrition concept successfully taking an increasing

share in the market of human weight management products. Satiety

products contain higher concentrations of fibres or other ingredients

contributing to filling the stomach thereby triggering a feeling of satiety

and reducing the frequency of eating and amount of food. A second

class of satiety products uses functional ingredients that create the

feeling of satiety or satisfaction by influencing specific receptors in the

gut and subseqeunt signaling chains to the brain. Multiple studies in

humans but also in dogs have demonstrated that certain nutrients can

trigger this satiety mechanism.

Fabuless, an ingredients For easier control oF calorie intaKeOne example of a functional ingredients designed to help humans

to manage their weight is Fabuless™, a patented emulsion of highly

purified palm and oat oils that creates the feeling of satiety. The

principle mechanism of this emulsion is a delayed digestion of the

fat component of the product, leading to the presence of free fatty

acids in the distal jejunum and ileum. These fatty acids are thought

to trigger the so-called “ileal brake” mechanism. The ileal brake is

a physiological mechanism to ensure better digestion of nutrients.

When nutrients are still present in the distal ileum, gastric emptying

and gut movement are slowed down to permit better digestion of the

gut contents. At the same time, a feeling of satiety is created, reducing

appetite. There is no influence on the digestion in general or on the

digestion of other nutrients ingested with or after the emulsion. Side

effects have not been seen in the human studies and are unlikely

to occur, as the product is completely digested before entering the

colon.

In multiple controlled human studies Fabuless has been

demonstrated to significantly reduce energy intake by 12.5% - 30%,

to reduce the occurrence of weight regain after dieting (yoyo-effect)

and to reduce total body fat. No tendency for compensatory eating

during the next day was observed.

Fabuless For Weight ManageMent in PetsThere is literature confirming that the ileal brake mechanism also exists

in dogs and that the strongest trigger for the dog is the presence of

fatty acids in the small intestine.

In order to test the efficacy of Fabuless in pets, 40 adult beagle

dogs, with a known history of high feed intake, were allowed a 14-

day adaptation period to acclimatize to a new feeding regime, which

was also used during the main trial. Dogs were offered a morning

snack in terms of wet dog feed mixed with Fabuless, in an amount

which accounted for approximately 15% of the dogs’ daily energy

requirements. Four hours after the morning snack all dogs were

offered their habitual dry dog feed in amounts exceeding the dogs’

energy requirements. They were permitted to consume their feed over

another four hours, when the food was removed and weight back.

Taking into consideration the total population of dogs in the study

Fabuless resulted in an average 8% reduction in daily food intake, with

however large variation of food intake per individual dog.

For further analyses of the data the dog population was sorted

into four quartiles according to the amount of daily food intake. It

became obvious, that dogs with the tendency of overeating responded

more markedly to Fabuless resulting in an 15% significant reduction

of feed intake in the upper two quartiles. In contrast hardly any

effect was observed for the lower two quartiles. As dogs tending to

increased food intake are often predisposed to being overweight or

obese, Fabuless could be effective ingredient in a weight management

program. Additionally, as pets do not act rationally regarding their food

intake, the combination of non-responding and naturally low calorie

uptake can be addressed as a safety mechanism, which avoids those

dogs getting insufficient calories.


integrated Weight ManageMent PrograMsDespite proven efficacy functional ingredients for weight management

are not magic tools. Use of ingredients like Fabuless should always be

part of a broader weight management program including clear weight

loss goals and regular exercise.

Pet food manufacturers should consider integrated weight

management offers. For example, a morning snack with a satiety

promoting ingredient, combined with a pet food rich in protein and low

calorie treats potentially carrying a fat burner. The latter should replace all

standard treats or could even be a designed and positioned as a training

treat to encourage exercise. You even could think about specific functional

beverages or a fortified low calorie snack as a reward after the training.

Thus Fabuless™ and other ingredients for weight management can

be applied in the development of large variety of innovative products

which can help to take away the negative emotional image of dieting

from a successful weight management plan.

Weight management does not have to be a burden for the pet

… and its owner. Getting the buy-in of owners and making it easier

for them to be disciplined with their pets’ diets is the best way to go. It

goes without saying that the return on an integrated program will be

attractive not only for the pet and owner but also for the producer and

retailer of the related products

literatureBurns AA. et al.: International Journal of Obesity (2000) 24, 1419-1425Diepvens K. et al.: International Journal of Obesity (2007) 1–8DSM: Internal study report (2008)Geoghegan J. et.al.: Physiology and Behavior (1997) 62, 39-43Haenni A.: Scandinavian Journal of Gastroenterology (2009) 44 10 1186 – 1190Logan CM et al.,: European Journal of Clinical Nutrition (2006)1–11Ohtani N. et al.: (2001) Journal of Gastrointestinal Surgery 5: 377-382Pappas T. et al.: American Journal of Surgery 1988) 155: 98-103Van Citters G et al.: Current Gastroenterology Reports (1999) 1: 404-409Lin H. Et al.: American Journal of Physiology (1996) 271:G62-67

For more information on this article, antioxidants and other nutritional

ingredients send an e-mail to [email protected] or contact you

local DSM sales representative.

Left: The sedentary lifestyle of the domestic pet,

is demonstrated by Cody, the editor’s Border Collie

178x124_PetFoodSupplement.indd 1 01.03.2010 13:35:36 Uhr


Plastic buckets offer many advantages over metal: long life, superior

abrasion resistance, nonsparking, lightweight, and noncorrosive,

equal or greater carrying capacity of steel buckets. However, if plastic

resin buckets show abnormal wear, this can be an indication that the

elevator is running outside standard operating parameters. To correct

this, the cause of damage or wear on the bucket must be determined,

and the equipment adjusted accordingly in order to keep the elevator

running efficiently.

Some common symptoms of elevator malfunction include

backlegging (product discharging too late or too early), loose or broken

bolts, broken buckets, excessive bucket wear, product sticking to the

surface of bucket, and insufficient throughput capacity. The location,

severity and type of damage to the bucket can indicate different

problems within an elevator.

Trouble-shooting Elevator Maintenance ProblemsPROBLEM ONE: Product sticking to surface of bucket and diminishing

throughput capacity.

SEvEn COMMOn ElEvaTOr lEg PrOblEMSThaT CauSE abnOrMal buCkET WEar

By Carl Swisher, TAPCO Inc.

SOLUTION: Switch to urethane resin bucket. Urethane resin inherently

resists adhesion and also “flexes” to knock out caked-up residue.

PROBLEM TWO: Product backlegging or not discharging and

diminishing throughput capacity.

SOLUTION: Bucket venting. Venting allows an escape route for the

pillow of air that needs to be evacuated from the bottom of the bucket

as it fills.

Venting improves the efficiency of bucket fill and discharge.

For dense materials, such as flour, meals or mash feeds, the vents

allow air to escape as the buckets fill. During discharge, air can return

into the bucket preventing a vacuum that could hold product in the

bucket and cause backlegging.

PROBLEM THREE: Bucket worn

from inside. This sandblast effect

is caused by excessive product

entrance velocity, usually from a

side inlet.

Metal bucket (left) vs. urethane bucket (right) in rice elevator.

Examples of standard vented bucket patterns.

Abraded hole in bucket.

SOLUTION: Reduce conveyor input speed or install baffles at leg

entrance. Replace with a more abrasion-resistant resin, such as

urethane.

PROBLEM FOUR: Front l ip

stretched out or broken due to

impact with an internal obstruction.

Broken or stretched bucket

For extremely light materials such as alfalfa or bran, venting decreases

the blowing and turbulence that can occur in the leg. The reduction

of air currents minimizes circulatory pressure, which can draw a light

product through the down leg and back to the boot.

SOLUTION: Check boot and throat plate clearances and leg casing

for obstructions, such as inspection doors or tramp metal. Tighten

the belt to keep it taught so it does not flap. If necessary, replace with

impact-modified nylon resin buckets. Broken elevator bolts can also

be a sign of buckets receiving impact.


P R O B L E M F I V E :

Extreme temperatures

can weaken some

plastic resin buckets.

SOLUTION: Replace

with a plastic resin

b u c k e t t h a t c a n

accommodate the appropriate operating temperature range.

Temperature Range of Tapco Resins

Polyethylene -60°F to +200°F/-51°C to +93°C

Nylon -40°F to +275°F/-40°C to +135°C

Urethane -60°F to +212°F/-51°C to +100°C

PROBLEM SIX: Bucket lips worn with sharp edges.

SOLUTION: Loose belt tension can cause the bucket to slide along the

bottom of the boot causing this abnormal lip wear. Tighten/increase belt

tension so that bucket will not slide along the bottom of the boot.

PROBLEM SEVEN: Buckets sides

are worn or scored because the

bucket scrapes along the leg

casing.

SOLUTION: Adjust belt tracking

across the pulley crown by

increasing belt tension.

Discoloured or cracked bucket

Worn front lip

This image shows typical normal

bucket wear. Lip and front

corners are diminished. This

reduces bucket capacity and

creates inefficient discharge.

This indicates it is time to

replace with new bucket.

Employ a regularly Scheduled Preventive Maintenance ProgramTo maximize elevator throughput and efficiency, operators should

undertake a visual inspection of the leg at least once a month, if

not more often, depending on their usage. When inspecting plastic

buckets, an operator needs to be able to distinguish the different types

of damage or wear, in order to keep the elevator free of problems.

Grooved bucket sides

MaInTEnanCE SChEDulE ChECklIST:Check for broken, bent or missing buckets and replace them;

Retighten or replace the bolts and nuts that hold buckets to the

belt or chain;

Verify proper alignment, tension, and physical condition of the belt

or chain; check for wear, stretching or delamination;

Check the throat plate and adjust if necessary;

Look for wear on the head and boot pulleys;

Clean inside the boot area, and around the elevator and drive

equipment;

Inspect and lubricate all bearings and moving parts in the elevator.

Identifying abnormal bucket wear in order to diagnose elevator

leg problems, and correcting those problems, will help your elevator

run smoothly and achieve maximum capacity. For further guidance,

contact Tapco or your local distributor.

NOTE: Images used are examples for educational purposes only. Type of wear and damage shown are not indicative of the brand of non-metallic buckets pictured. Abnormal bucket wear shown herein was caused by improper elevator leg operation. Information contained herein cannot be relied upon, or may have changed by the time of use, and may have errors or omissions. Reproduction of this article, in whole or in part, is not permitted without the expressed written consent of the author.

Typical worn front lip

and corners of bucket

about the authorCarl Swisher, Sales Manager,

TAPCO Inc., St. Louis,

Missouri USA

+1 314 739 9191

direct ext. 1920

www.tapcoinc.com

Carl Swisher, Sales Manager,

oversees Tapco’s domestic

and international sales

force. Swisher has 20 years

of experience in industrial

sales and international business. Prior to joining Tapco, Swisher

was the Latin America Regional Sales Manager for a leading

parts supplier in the sewn products industry. Proficient in

Spanish, he is a graduate of Washington University in St. Louis

and completed his graduate studies at the Stern School of New

York University.

Founded in 1974, Tapco Inc. manufactures the most widely

accepted line of non-metallic elevator buckets in the industry.

Typical agricultural elevator bucket (cup) uses are grain, feed,

fertilizer and seed. Industrial elevator bucket uses are asphalt,

chemicals, aggregates, sand and salt. Tapco has 900,000

buckets in stock for immediate shipment. Standard styles

include AA, AC, Continuous, CCB, CC-HD, CC-XD, EuroBucket

and Super EuroBucket. Agricultural buckets are manufactured

from the highest grade of polyethylene, urethane and nylon

available. Tapco also inventories 14 million elevator bolts, along

with belt splices or joiners, abrasion-resistant sheeting, drag

flights, and hanger bearings.


L-Carnitine was first discovered in 1905 and extensive research since

then has clearly demonstrated the important role it plays in many

critical metabolic processes. The scope of this article is to help

communicate the vital role L-Carnitine plays in supporting the health

and well-being of companion animals and to illustrate the similarity

in response to applications in the human nutrition sector.

What is l-carnitineIt is understood and confirmed that L-Carnitine is involved in many

biochemical reactions and pathways. The reason for the “L” is simply

because some synthetic production processes result in two different

forms, the “L” and “D” form. L-Carnitine is the only form found in nature

and the only form that is biologically active, whereas D-Carnitine has

a negative impact on metabolism. Purity of supplementation therefore

becomes essential.

L-Carnitine is well known for the role it plays in energy metabolism.

This important role has been confirmed in various species (mammals,

avian, aquaculture, etc) at universities and research centres round the

world. To understand L-Carnitine and its role in energy metabolism

first requires a general understanding of where and how energy is

produced. The first point to recognise is that tissues are made of cells

and that all cells require an engine (i.e., mitochondria) to produce

energy and stay alive. Fatty acids are the densest form of energy

utilized to fuel the engine of the cell. Fats are made up of varying

degrees of short, medium and long chain fatty acids. L-Carnitine is

the “transporter” of all long chain fatty acids across the mitochondria

membrane so they can be oxidized and converted into usable energy.

Without L-Carnitine or with insufficient amounts of it, these fatty acids

would not be properly utilized. Deficiency symptoms of L-Carnitine

l-CarnITInEvital for the health and Well being of People

and Pets around the WorldBy David Beaumont Lohmann Animal Health

can include muscle necrosis, lipid-storage regulation, hypoglycemia,

fatty livers, fatigue and cardiomyopathy. Other established metabolic

functions for L-Carnitine include assisting carbohydrate and protein

utilization, and “shuttling” of organic acids out of the mitochondria

which helps to preserve cell function.

Where does l-carnitine coMe FroML-Carnitine is excreted via the urine and therefore it requires continual

replenishing. There are three main ways to replenish the L-Carnitine

Figure 1. Pathway illustrating the role of L-Carnitine in transporting

fatty acids into the mitochondria for conversion into energy


stores in the body: endogenous biosynthesis (made in body);

supplementation from the foods we and our pets eat; and via direct

supplementation. Endogenous production is complex and requires

essential substrates such as the amino acid lysine and methionine.

Only protein bound lysine can be utilized and this comes from

muscle turnover. In addition, Vitamin C, B3 (ie. Niacin), B6 and iron

are required for the synthesis of L-Carnitine to proceed normally. It is

important to note that since L-Carnitine is predominantly manufactured

by the liver and kidney, any cellular damage or even the aging process

of these organs will greatly reduce their ability to produce L-Carnitine.

Consequently, supplementation becomes critically important to meet

the body’s daily L-Carnitine requirements. observed from laboratory animal studies to apply also to humans,

dogs and cats.

Weight ManagementNormally excess body weight occurs when the intake of calories

exceeds that which is used for daily metabolic maintenance and

exercise. The UK government statistics show that 60% of the UK

population is considered to be overweight or obese. According to the

US Center and Disease Control (CDC) 27% of the adult population are

obese while two-thirds are overweight. In turn, pet obesity is also on the

rise. Pet Food Manufactures’ Association research estimates 8 out of 10

pet owners believe that their pet is just the right weight, although when

asked which of a series of pictures most closely resembled their pet,

only 33% of dog and 23% cat owners were able to choose a “normal”

weight picture. According to the Association for Pet Obesity Prevention

(APOP), a recent study conducted in October 2009 concluded that 45%

of dogs and 58% of cats are either overweight or obese. The study also

found that from 2007 to 2009, the number of overweight dogs and cats

had increased by 2% and 5%, respectively. In addition, as our pets

continue to live longer lives, the challenges associated with overweight

conditions will increase and lead to more health problems.

There are numerous studies that have been conducted which

have clearly defined the value of L-Carnitine in weight management

programs in humans and pets. A study performed in 100 obese people

provided convincing data about the beneficial effects of L-Carnitine in

conjunction with dieting and moderate exercise. Obese people had a

25% greater loss in body weight if they supplemented their diet with

L-Carnitine and their BMI dropped by 1.5 units (Figure 3), indicating

that they were coming closer to their ideal body weight.

Figure 3. One hundred obese humans on a weight reducing regimen

with or without supplemental L-Carnitine (3 g/day for 4 weeks)

Figure 2: L-Carnitine Content (mg/kg) in various food products

L-Carnitine can be found in ingredients commonly included

in pet food formulations, however, the concentration of L-Carnitine

will differ. The concentration of L-Carnitine is highest in ingredients

originating from meat and poultry, but since these ingredients vary

in the amount of fat, bone, mineral and water content so too will the

final L-Carnitine concentration vary (Figure 2).

A standard rule of thumb is that the redder the meat, the higher

the L-Carnitine content. Fruits, nuts, grains, and vegetables contain

only trace amounts of L-Carnitine. Because of the inherent variability

of L-Carnitine in different ingredients and the fact that many pet food

formulations contain plant-based ingredients and other ingredients

that contribute only trace amounts of L-Carnitine to the entire

formulation, supplementing all formulas with an L-Carnitine safety

margin is recommended. As a general recommendation, formulations

that are predominantly made up of meat based ingredients should

contain an additional 50 to 100 ppm of L-Carnitine and diets

formulated with predominantly plant-derived ingredients should

supplement L-Carnitine at much higher levels, 100 to 175 ppm.

coMPanion aniMal and huMan beneFits FroM l-carnitineThe metabolic pathway of fatty acid oxidation in conjunction with

L-Carnitine is identical to that of humans, laboratory animals, dogs

and cats. Therefore, it should not be a surprise that other L-Carnitine

metabolic functions outside of fat utilization would also be similar

among different species. Thus one can accept the responses


There is substantial evidence from animal studies showing the

beneficial effects of supplementary L-Carnitine in weight management

and especially its ability to preserve and increase lean body mass

during a “diet” feeding regimen. Although the magnitudes of responses

are different, the trends and direction is similar for both dogs and cats

(Figure 4 and 5, respectively).

Cardiovascular healthThe heart is a working muscle continuously requiring energy and

other nutrients. While the human heart on average beats 72 beats

per minute (bpm), a dog’s heart beats at approximately 120 bpm

while that of a cat is approximately 180 bpm. As a result, nutrient

demands for that of a dog or cat can be expected to be much

higher than that of humans. Interestingly, the heart relies mostly

(over 70%) on fatty acids and consequently L-Carnitine to help

meet its energy needs. It should be to no surprise then that the

concentration of L-Carnitine is greater in the heart when compared

to all other body organs.

Clinical data indicates that L-Carnitine supplementation can lead

to a healthier heart muscle and improved viability. Veterinarians have

known for some time that L-carnitine deficiency is associated with

dilated cardiomyopathy

(known as DCM) in

certain breeds of dogs

and that it can be used

as a treatment. Such

def ic ienc ies can be

caused by defect ive

uptake or re ten t ion

by tissues, excessive

renal excretion and/or

poor biosynthesis. All of

these reasons, together

with inadequate dietary

intake, create situations

where supplementation

w i t h L- c a r n i t i n e i s

necessary.

healthy aging and Cognitive FunctionAdvances to health and nutrition have led to increasing life

expectancies – not only for people, but for pets as well. The

American Veterinary Medical Association in 2007 reported that

the US dog and cat population that is 6 years old and older had

increased 44% since 1996. Sales of senior pet products in Japan

have risen 10 fold since 2001.

There are a number of theories proposed to explain the aging

process and many of them focus on the body’s inability to control

free radicals and/or the loss of mitochondrial efficiency. Free radicals

can create widespread damage as they attack cell membranes

and reduce cell integrity. Typically the body’s line of defence is

to quench them with free radical scavengers such as glutathione,

Vitamin C, E, and even L-Carnitine. Clinical trials in laboratory rats

have found reductions of lipid peroxidation of brain tissue when

both young and senior rats are given L-Carnitine supplementation.

Clinical trials with rats and dogs have proven valuable in helping to

improve cognitive function. In the case of rats, time for both young

and aged rats to successfully navigate through a labyrinth was

Figure 4. Daily change in lean and fat mass of obese (>30% body

fat) dogs offered a weight reducing diet for 12 weeks with or

without Carniking

Figure 5. Daily change in lean and fat mass of obese prone cats offered

a weight reducing diet for 6 months with or without Carniking

Above: There is substantial evidence from animal studies showing

the beneficial effects of supplementary L-Carnitine in weight

management


Indication L-carnitine content in dry food for dogs (mg / kg)

L-carnitine content in dry food for cats (mg / kg)

L-carnitine addition per kg body weight and day (mg/ kg)

Adult 50-100 150-200 5

Aged 150-200 350-400 10

Puppies/kittens 100-150 200-250 10

Gestation 150-200 200-250 10

Lactation 80-100 100-150 10

Illness/ recovery 300-500 500 20

Weight management 300-500 500 20

Cardiomyopathies 500-1000 50-100

Racing/ working dogs: L-carnitine content in dry food (mg / kg) L-carnitine addition per kg body weight and day (mg/ kg)

Light work 100-300 10

Moderate work 300-500 20

Heavy work 500-1000 50

improved when L-Carnitine supplementation was provided. In the

case of dogs, L-Carnitine has been found to improve the learning

process by significantly improving the discrimination and spatial

learning of aged dogs.

Infant nutritionL-Carnitine synthesis in the newborn is less efficient than in the adult

and insufficient to meet normal metabolic requirements. The final

step to manufacture L-Carnitine is age dependent. The final step

requires hepatic activity of gamma-butyrobetaine hyroxylase and in

human infants activity is only at about 10% of that from adults. By

2.5 years of age the activity is still only at 30% of the normal adult

and it is not until age 15 that production is considered within the

range of a normal adult.

Numerous studies have shown that hypothermia in growing

newborns and adequate body temperature is critical for survival.

Brown adipose tissue plays an important role in heat production

for all infant mammals. The rate at which fatty acids are oxidized

by mitochondria from brown adipose tissue for heat production is

almost entirely dependent on the presence of L-Carnitine. Therefore,

L-Carnitine plays an important role in “non-shivering” thermogenesis

in young mammals.

Human infants, puppies and kittens rely heavily on fat as a

source of energy. And because they have a small storage capacity

for L-Carnitine and a relatively undeveloped capacity to synthesize

L-Carnitine in the body, L-Carnitine should be supplemented for

optimal energy metabolism in infants, puppies, and kittens.

new and novel Science OpportunitiesAdditionally, researchers are demonstrating the importance

L-Carnitine plays in regulating hypoxic stress of cells following

exercise. In this role, research shows that supplemental L-Carnitine

helps protect the endothelial cells from L-Carnitine deficiency,

reduces tissue damage and muscle soreness, and facilitates the

overall process of recovery.

suMMaryIt has been widely understood that L-Carnitine is important for

energy metabolism especially associated with fats. New science

has helped us to understand the importance L-Carnitine also plays

in supporting various other body functions. Today, with the research

investments made by companies such as Lonza and Lohmann

Animal Health, we have been able to significantly contribute to

the science and application for helping people and their pets live

longer, healthier lives.

We would like to encourage you to evaluate the human and pet

benefits of L-Carnitine which come as CarnipureTM and CarnikingTM,

respectively. Both CarnipureTM and CarnikingTM are manufactured

by Lonza, the global leader of both

human and companion animal grade

L-Carnitine. For a free sample of Vitamin

C+LC effervescent tablets, please

contact David Beaumont by e-mail:

[email protected]

Lohmann Animal Health is appreciative of the technical support

that Dr. Johnny Lopez of the Lonza companion animal team provided

in creating this document.

References are available from the author.

Table 1: Add CarnikingTM to supply the following recommended levels of L-Carnitine to allow for differences in basal diet and breeds


Pet food producers know the impact made by their cans, cartons

or bags on the retailer shelf is vital for influencing the purchasing

decision. While pet food packaging is becoming much more like the

human equivalent, machinery suppliers must face new challenges.

In particular, bag filling is undergoing accelerated changes that push

designers to constantly strive for improvements. Superior barrier

qualities, stain resistance and high quality graphics are no longer

optional and this is continuing to drive the move towards plastic

film away from traditional multi-wall paper bags. At the same time,

other convenient features like reclosable bags and easy opening are

expanding into pet food and the zipper is increasingly desirable.

Thanks to their 25 years of experience in the pet food sector, the

Italian Concetti Group manufactures innovative bagging systems that

offer flexibility and increased outputs, featuring many patented devices

that allow an unprecedentedly accurate handling and sealing of the

most advanced PE, PET and PE-Alu-PE gusseted bags demanded

by pet food marketing departments. Moreover, Concetti offers a new,

appealing solution for the zipper.

the concetti rangeLet’s take a closer look at these machines, and begin with the first

functional unit that makes up the bagging process: the weigher. Unlike

many suppliers, Concetti produces in-house its own range of weighers.

Through careful research and experience Concetti technicians have

developed a combination feeding system for pet food comprising a

belt for the main feed and a vibrating trough for dribble feed to add

precisely the right amount of kibbles and obtain the desired weight

with high accuracy. For the weighing range Concetti have two solutions

depending on the application, a model for weights between 0.5 to 7

kg, called Mini-Net/N-CV™, and a model for weights from 2 to 20 kg,

the Net/N-CV™. When it comes to speed, one weigher guarantees

an output rate of 900 bags/hour with weights between 2 and 10

kg decreasing to 800 bags/hour for weighments from 11 to 20 kg.

However, many installed systems feature two weighers working in

parallel giving an output rate of up to 1800 bags/hour.

Concetti bag filling and closing machines are monobloc structures

that constitute a separate but integrated unit. For pre-formed bags,

three different models are available. The IPF™ fills pet food bags from

0.5 to 7 kg and reaches 1800 bags/hour with two filling spouts. The

IMF™ works with weighments between 2 and 20 kg, featuring two filling

spout with a total output of 1800 bags/h. The IGF™ has a single filling

spout with which it reaches up to 1200 bags/h.

On all machines, the changeover from one bag programme to another

is made through the PLC and operator panel in just 90 seconds without the

use of any tools. This rapid switchover results in higher average outputs

when compared to machines that have higher outright speed but require

extended downtime between products, sometimes involving several

change parts and lengthy set-ups. The high-capacity empty bag magazines

that Concetti have designed help to facilitate the operator’s work and

enhance the overall system performance. Pet food producers with many

different products and short job runs should find this appealing.

The filling operation is one to which Concetti have dedicated special

attention. Opening a gusseted bag for filling requires care to ensure the

shape is not lost and the gussets are properly reformed. Concetti machines

are equipped with special devices for holding and restoring gussets of

bags with different sizes and formats. In addition, they also come with

patented systems for quad seal or stabilo bags (see picture left). These

bags have vertical seals on the four lengthwise edges to improve stability

and appearance on the shelf but are difficult to handle automatically

and hard to realign precisely when closing. Without Concetti’s patented

The Importance of PACKAGINGBy Dr Riccardo Concetti, Concetti S.p.A. and Graham Rawling, Golconda


system, arranged to give all-round gripping of the bag, proper opening

and realigning of the quad seal bags is simply left to chance.

Efficient filling on Concetti machines includes bottom vibration of

the bag for compacting the product to improve palletisation and reduce

the bag length. Further, after the bag mouth is realigned and closed

and during transfer to the sealing station, Concetti uses a mechanical

device (a roller) that can be selected if necessary to evacuate any

excess air in the top of the bag.

Another optional feature is a high-low bag holding device that

permits the bag to be closed at different heights on the bag face, below

the carrying handle and many centimetres below the top edge.

Heat-sealing of PE bags is a science in itself. To guarantee a

flawless seal, Concetti have opted for an in-built sealing system using

high quality, heavy-duty components. For high performance and long

periods without operator attention, the sealing bars are protected by a

reel mounted Teflon sheet allowing a clean sealing face to be wound

on whenever signs of wear appear. On high-speed applications, a

seal-cooling device is supplied.

neW develoPMents: ziP aPPlicatorAmong the latest developments is one that will be of interest to users

looking to reduce the cost of packaging while increasing flexibility.

Concetti can now offer its customers a patented, integrated, on-line

reclosable zip applicator for ordinary plastic bags without the need

to buy expensive pre-formed zip bags. Concetti have patented this

device, which forms a zip closure from a reel, places the zipper and

seals it into the bag mouth. It is programmable so the zipper can be

applied or not depending on the user’s requirements. Concetti’s new

system turns plain, pre-formed plastic bags into zip reclosable bags at

the touch of a button. The feature should give a rapid payback for the

end user and reduce packaging costs significantly over the long term

(picture below).

Flexibility and versatilityThe key to success in most fields is in offering each customer a product

or packaging tailored to his market. Thus far we have considered only

plastic bags but we should not forget that many customers continue

to demand paper bags with sewn closures. So, in addition to the heat

sealing systems described, the IPF™, IMF™ and IGF™ can be equipped

with sewing heads for paper bags with or without handles. This gives

the user the ultimate in flexibility on the same machine, no need to

invest in separate lines. Finally, IGF™ can also be integrated with a

device to produce bags from a tubular reel of PE film.

custoMer’s satisFactionThe real satisfaction that users find in Concetti is shown by the many

customers who return again and again. Some cases of pet food

producers are worth mentioning. The Italian company Cerere provides

packaging for pet food manufacturers. Accuracy and reliability are

the most important factors for Cerere, which explains why they have

twice chosen Concetti, installing two IPF™ lines in their plant at Neive

(Italy). Nova Foods, a producer of cat food and a dog food line called

Trainer highly appreciated by professional dog breeders, is a very

special customer for Concetti. Since their first experience with Concetti

equipment in 1995, Nova Foods concluded that Concetti is the only

supplier they can really trust. Today, their three complete lines are all

Concetti equipped, with high-speed IPF™ and 4-column palletisers.

Another long-term, satisfied client is Russo Mangimi, now branded as

Farmina Petfoods. The first supply to this company dates back to 1974.

Today, in their Nola factory, close to Naples, three complete lines with

IGF™, IPF™ and palletisers are running, whereas another palletiser

has been delivered to their Serbian facility in Indjija.

Dodson & Horrell, an important UK manufacturer of pet and

animal feeds has seven Concetti bag filling systems, including

two palletisers. The most recent Concetti unit is an IGF-FFS™

that combines the ability to fill both pre-made paper and PE bags

plus bags produced from a tubular reel of PE film. A net weigher

allows weighments from 2.5kg to 20kg to be produced. Andrew

Reid, Operations Director of Dodson & Horrell, commented: ‘We

are delighted with the quality of service from Concetti. The Concetti

systems allow us to run far more productive and efficient production

lines, which is vitally important in a busy mill such as our own.’

Another leading European pet food producer who has selected

Concetti as a repeat supplier, is the German company Bosch

Tiernahrung GmbH. Concetti has supplied this company with a

number of bagging and palletising lines since they began producing

high-quality dry dog food in 1984. At the moment, various models of

Concetti-palletisers are operating in the Wiesenbach plant including

high-speed push-type palletisers, 4-columns robotic palletisers with

bag gripper, and a complex palletising system for trays using an

anthropomorphic robot. General director Wolfgang Heim says that

he is ‘very satisfied’ with Concetti’s equipment, project development

and after-sales service and plans further investments with Concetti.

Cerere and Nova Foods, Russo, Dodson & Horrell and Bosch,

are testament to the great contribution that Concetti can make to the

success of a pet food company.

For further information, please visit www.concetti.com or e-mail

[email protected] or [email protected]

This zip applicator can also be added to Concetti’s Continua™

Form-Fill-Seal (FFS) machines that produce bags from tubular reel

stock. The tubular reel is the lowest cost form of bag making and

gives extremely long production runs between reel changes. Another

advance for the Continua™ FFS machines allows quad seal or stabilo

bags to be produced from simple, tubular gusseted reel stock. Together

these systems provide the FFS packaging operation with virtually the

complete range of bags from the same low cost tubular PE film.


In many ways carbohydrates can be considered to be the most

misunderstood and forgotten nutrient. Whilst the European association

of pet food producers (FEDIAF) list requirements for several

amino acids, vitamins and minerals, there is no reference at all to

carbohydrates in their tables of nutrient requirements for cats and dogs.

Also, apart from moisture (unless over 14%) and crude fibre, it is the

only major nutrient that does not need to be declared on European

pet food packaging and yet, in the case of dry food, it is often the most

prevalent. In the 1970’s Dr Atkins declared that “carbohydrate is the

bad guy”, whilst more recently in the early 90’s when discussing weight

control, Michel Montignac declared that “our choice of carbohydrates

is decisive”. Carbohydrates have a vital role to play in the production

and nutrition of commercial pet foods. However idealistic we might

be, the vast majority of the pet-owning public are unable or unwilling

to adopt a “back to nature” approach and prepare their own pet food

from raw ingredients. Nutritional imbalances and hygiene issues are

just two of the challenges. And so commercially viable and nutritionally

suitable foods remain the goals of most pet food producers, and to

this end carbohydrates will surely always play a part.

The word “carbohydrate” encompasses a very wide range of

compounds, from simple monosaccharides (e.g. glucose) through to

highly complex fibres, such as lignin. The type and content of most

plant materials will vary greatly depending on many factors, such as

variety, season, maturity, etc, and this can also change during storage,

and so a full understanding of the nutritional make-up, and regular

and routine testing is advisable. From a monogastric nutrition point

of view, starch is one of the most important, and even this can take

many physical forms (Fig 1). Starch granules can be spherical, ovoid

or irregular-shaped, and can exist individually or in agglomerates.

Whilst there is no recognised link between the size or shape of the

starch granules and their nutritional or processing properties, it does

demonstrate that not all starches are identical.

The most variable group of carbohydrates in nature is the fibres

group. Broadly speaking, fibres can be separated into insoluble and

carbohydratesThE gOOD, ThE baD … anD ThE PhySIOlOgy

soluble fractions, each with very different nutritional and physiological

functions (Fig 2). In all pet species there appears to be a benefit of

providing both in the diet, however, the quantity and proportion vary

widely. For example, rabbits require significant quantities, with the

vast majority as insoluble fibre, whereas in the cat a small quantity of

a more balanced kind appears to be beneficial to faecal quality and

digestion. It is, therefore, important to understand the source of the

crude fibre in a recipe, and how this meets the requirements of the

target species.

With regard to total dietary carbohydrate content, pets again vary

greatly in their capacity to cope. Being obligate carnivores, cats and

ferrets have evolved with a lower tolerance to high levels than most

pet species. Also, their management of blood glucose levels is very

different to most others. In addition to low levels of the salivary and

pancreatic starch-digesting enzyme, amylase, they have a very low

hepatic glucokinase activity, which is required to convert circulating

blood glucose into the storage carbohydrate glycogen. Also, their

insulin control is also somewhat different in that amino acids rather

than glucose are the main compounds that stimulate its secretion. It

would, therefore, seem sensible to avoid high levels of carbohydrates

that are rapidly converted into glucose during digestion and absorption.

Furthermore, they should both be given access to food as frequently

as possible, as numerous, small meals would be less likely to elicit

a high blood glucose spike. On the other hand, dogs have evolved

to accommodate and adapt to a wide range of dietary levels quite

successfully, and some of the flavour compounds produced by cooking

carbohydrates seem to promote palatability.

More recently the concept of Glycaemic Index (GI) as a

measurement of the rate of carbohydrate digestion has received

increased interest in human nutrition, and the perceived associated

benefits are widely publicised (Fig 3). The concept is based upon the

theory that complex carbohydrates will be digested and converted

into blood glucose at a slower rate than more simple compounds,

and therefore the body is more able to utilise them rather than

excrete or convert them to fat. Linked to this is a more regular and

controlled secretion of insulin. There is some evidence that this might

be reflected to some degree in pet nutrition, although there has been

very little published work in this area. Physiologically this would

By David Southey, Southey Consultants Ltd

Fig 1: Starch granule forms

Cassava Potato Wheat Plantain

Fig 2: The physiological roles of fibre fractions

INSOLUBLE FIBRE SOLUBLE FIBRE

(e.g. Cellulose, lignin) (e.g. Gums, pectin)

Stimulate the internal lining of the intestine Can form complexes with other nutrients

Indigestible Provide an energy source for gut bacteria

Increase the dry matter content of faeces Reduce the dry matter content of faeces

Moderate the flow of gut contents Increase the viscosity of digesta


appear to be valid, and the similarly increasing incidence of obesity

and type II diabetes in humans, dogs and cats would seem to support

this. However, care should be taken when selecting carbohydrates

with low GI values (Fig 4) as many things can affect the figures,

such as grinding, variety, processing method, and animal variation.

Nevertheless, the fact that most commercial pet foods primarily contain

carbohydrates with GI values in excess of 90, and the grinding and

extrusion processes dramatically increase these figures, would seem

to warrant further discussion.

heat, pressure and friction (“shear”) are used to rupture the granules,

thereby causing gelatinisation (Fig 5). The degree of gelatinisation

is often described as the “cook” level, and can be determined directly

by calculating the proportion of remaining hexoses in the sample,

or indirectly by measuring the change in viscosity when heated in

solution (n.b. – native/uncooked starch will increase viscosity more

that uncooked starch). This cooking process is particularly important

since it is directly related to the degree and rate of absorption of the

starch from the digestive tract (Fig 6).

Fig 3: Proposed benefit of low GI diets

• Weight control

• Increases the body's sensitivity to insulin

• Improves diabetes control

• Reduces the risk of heart disease

• Reduces blood cholesterol levels

• Reduces hunger and increases satiety

• Prolongs physical endurance

starch cooKMost commercial dry pet foods and snacks are produced using

conditioning/extrusion or baking technologies and, as such, there

are generally intrinsic requirements for carbohydrates, and more

specifically starch, as part of the recipe formulation. These cooking

processes modify the structure of starch in different ways to produce

robust kibbles with more porous textures that allow digestive fluids

to penetrate. During the conditioning/extrusion process the former

serves to heat, hydrate and swell the starch granules using steam

water and agitation. This material then passes to the extruder, where

Fig 4: Average GI values for common ingredients (variation )

0

10

20

30

40

50

60

70

80

90

100

Potato Wheat White rice

Maize Brown rice

Oats Peas Beans Lentils

GI

Starch gelatinisationStarch gelatinisation Heat + moisture

Fig 6: Canine illeal starch disappearance (Wenger Inc.)

0

20

40

60

80

100

120

40 50 60 70 80 90 100Ill

eal s

tarc

h di

sapp

eara

nce

(%)

Stacrch gelatinisation (%)

Uncooked starch is often poorly digested and instead can pass

through to the lower intestine, where excessive levels can stimulate an

overgrowth of bacteria, leading to digestive upset and softer faeces.

The general target of most producers is to ensure that a minimum of

85% of the starch is cooked, with an optimal level of between 90-95%.

However, it should be noted that gelatinisation can also occur during

other steps in the process (Fig 7), and that raw ingredients may also

be partially cooked prior to their inclusion.

Over-cooking can also be detrimental in that it reduces the

durability of the kibble leading to excessive dust, and can reduce the

starch’s digestibility by forming complexes with other nutrient, e.g.

protein. The cooking process that occurs during baking is very different

but equally as important for optimal digestion. The limited moisture

content of the recipe and higher processing temperature tends to cause

dextrinisation of the starch rather than gelatinisation. This results in

less expansion and robustness as the structure is more reliant on

Fig 7: Processing effects on starch gelatinisation

0% 20% 40% 60% 80% 100%

Proportion of total starch "cook"

Ingredients

Grinding

Pre-conditioning

Extrusion

Drying

Fig 5


the presence of binding proteins, such as gluten; however, it will still

significantly improve the digestibility of the native starch.

trendsSo what are the future trends? As in human nutrition a decade ago,

carbohydrates have acquired something of a bad image in the pet

sector at the moment. A proliferation of “no grain”, “low carb” and “no

carb” products in the market imply that they are detrimental. Whilst

the level and type used certainly require consideration, they facilitate

the production of commercially viable foods, provide necessary

balance to most diets (remove the carbs and other nutrients must

increase), and perform functional roles such as texture for teeth

cleaning, or stimulation of the digestive tract. In addition, the move to

less traditional carbohydrate sources also has its impact. Many of the

alternatives being used today, such as millet, sorghum, sweet potato

and cassava, are transported vast distances from sometimes limited

supplies, and compete with local human demands. Apart from these

moral, environmental, and sustainability dilemmas, very little is known

about the nutritional, processing and safety issues surrounding them,

and so marketing aspirations should always be balanced with a healthy

degree of common sense. With global stockpiles of grain reaching

their lowest levels for decades, and global consumption outstripping

production in seven out of the last nine years, the use of conventional

carbohydrates is not without its challenges. With developing nations

demanding more meat production (n.b. – it takes up to five times more

grain to get the equivalent amount of calories from eating pork as it

does from eating the grain itself), the increasing drive towards bio-

fuels, and global climate changes expected to reduce grain production

significantly in the coming years, carbohydrate supply will continue

to be in focus.

Southey Consultants limitedPetfood Product Management

•Independent nutritional advice •Recipe design

•Packaging logistics •Production design •Sales training

•Marketing assistance •Supply chain support

Tel: +44 (0)7747 561292

Email: [email protected]

www.southeyconsultants.com

The Combizone Dryer has a proven track record of being the best choice for precise and energy efficient drying of extruded petfood.

Highest dryer energy efficiency

The unique air flow concept and integrated air-recirculation principle

of the Combizone dryer results in a very high dryer thermal energy

efficiency of 0.7 - 0,8 kWh per kg water evaporated, which is typically

at least 25% less than the energy consumption by most dryers.

The optimum control of air flow and minimized air exhaust

distinguish the Combizone dryer from other models of dryers. Steam

heated or direct gas fired models available.

Best feed moisture uniformity

Based on very even feed distribution, exact control of retention time of

each individual feed particle in combination with controlled drying air-

flow, the Combizone dryer makes

unmatched uniformity of moisture

spread +/- 0.5% of extruded

products. The high moisture

uniformity furthermore allows

for precisely controlled drying

of feed to declared moisture

content, thereby avoiding need

for overdrying.

Best pro tec t ion o f feed

nutrients

The separate temperature zones

and air counterflow principles

of the Combizone dryer provide

the best protection of heat

sensitive feed ingredients from

excessively high temperature and

unnecessary oxidation.

Most gentle product handling

The design of the product inlet

and discharge, as well as the

moving belt of the Combizone

dryer, secures minimum physical impact to the feed particles, and

related generation of irregular shaped feed as well as fines.

Time

H2O

ABC

Set value%

% H2O

Conventional dryerCombi-zone dryer

Bo

B BB”

A”

A

i

A””

C

Y

ϕ =1

% H2O

kW

30

25

20

15

10

5

0Zone 1 Zone 2 Zone 3 Zone 4

TimeH2O content

% H

2O

Drying temp

160140120100800

604020

0

100

80

60

40

20

0Zone 1 Zone 2 Zone 3 Zone 4 Zone 1 Zone 2 Zone 3 Zone 4

TimeAir inlet Max. temp. Inlet

Tem

pera

ture

TimeTe

mpe

ratu

re

120°100°

80°60°

Time

H2O

ABC

Set value%

% H2O

Conventional dryerCombi-zone dryer

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With the deepening recession, credit crunch, and with consumers

becoming frugal the retail channels are responding to the new realities.

With unemployment reaching double digits and fewer jobs being created

consumers have changed their shopping habits. Value and convenience

have become very important. Discretionary spending is reduced,

consumers are making fewer trips to stores, savings have reached an

all time high of 4% of income (from negative savings rate a few years

ago), consumers are getting smarter, buy local movement is getting

stronger, consumers are adopting healthier life styles (healthy foods,

exercises). Consumer spending accounts for 2/3rd of US economy. If

they cut back it will have tremendous impact on not just the US economy

but global economy. The changing consumer habits are here to stay

for a long time.

The retail formats such as grocers (Kroger, Safeway, Supervalu),

Mass Merchandisers including Supercenters (Wal-Mart, Meijer), Drug

Stores (Walgreens, CVS, Rite Aid), Specialty (Petsmart, Petco), Dollar

Stores, Club (Sams, Costco etc) are responding to the new realities.

The new Economic reality

Credit Crunch will lead to increase in retail bankruptcies

Some Bigger Retailers going with smaller store format

Wal-Mart has smaller store format marketside, Giant Eagle has GetGo,

Jewel has URBAN fresh. These are smaller compact stores that carry

fewer SKUs and fewer choices.

Value discounters, Super Centres and Club will be major players

Consumers have become frugal and avoid unnecessary spending This

trend will continue. They are constantly looking for price, values and

convenience. Wal-Mart Supercenters, Club stores (SAMS club, Costco)

and Value discounters (Aldi) will become stronger players. Wal-Mart’s

new slogan save more, live better fits the consumer psyche.

Retailers operating in a zero sum game where every winner is offset

by someone losing:

Stagnant markets, lack of growth leads to situation in retail where some

retailers will lose at the cost of some clear winners. Retailers are shifting

from growth agenda to optimization agenda

Growth of Private label

Private label brands are growing and are offered at 5-10% cheaper than

branded products. The quality of private label brands has improved

significantly over the years as the retailers demand high quality products

as the branded cousins. This may exert pressure on manufacturer to

reduce the cost of branded products as well.

Alternatives to currently existing retail channels

Whole Food (organic, no preservatives) Trader Joes (small store format,

private label, organic offerings) offer alternate retail formats. The alternate

channels will remain small in the current environment unless the prices

come down. Consumers definitely want healthy products to feed

themselves or their pets but cannot afford the price at this time.

Shopper insights and shopper marketing are being recognized as

a priority area for retailers

Retailers are spending on understanding shopper insights and shopper

marketing instead of getting the information from manufacturer. This way

retailers are in a position to demand the right product at the right price for

the consumers without compromising on their own margin structure. This

By Dr. Mukund Parthasarathy

top 15 Retailers: Rank by 2008 sales (Usd-Bln)

302

65 65 63 59 55 49 48 43 38 35 35 26 25 24

1740

932

0

200

400

600

800

1000

1200

1400

1600

1800

2000

Wal-Mart

Home dep

ot

Kroger

target

corporat

ion

Walgree

ns

costco

cVs care

mark

lowes

sears

Holdings

safeway

Best B

uy

supervalu

Rite a

id

MacYsPublix

top 15 total

all Reta

ilers

USD-Bln

Figure 1

Sources: Annual Reports of Companies, Investment Reports and Retail

Net Group

changing retail landscaPeMarket growth is stagnating

The current pet population remains steady and is not increasing any time

soon. There are 74.8 million dogs and 88.3 million cats in the US. 39%

of households had a dog, the breakup of which is as follows: (63% had

1 dog, 25% had two dogs, 12% had three or more dogs1). 38.4 million

households (34% households) had at least one cat, 56% owned more

than one cat. On an average households had 2 dogs or 2 cats. The overall

number of households in the US that had pets is around 58 million and

this number will remain stagnant in the foreseeable future. This means

every retailer is competing for the same customer in a stagnant market

where pet ownership is steady.

Consolidation among the players will continue and smaller players

will shut down for good.

Market growth is stagnating for most if not for all goods. Retailers have

to compete against each other to offer lower price, higher value. Most

goods become a commodity as prices keep falling. Deflation is still an

issue with the current economy. For retailers, size is the key to survival

in such a scenario. Larger national players will acquire smaller regional

players for survival. 1. www.appma.org

Figure 2 sales Growth (caGR) for top 15 Retailers in 2006-2008

6.60%

-1.50%

6% 7%

11.80%8.80%

12.90%

3.60%

-5%

3.70%

8.40%

48.80%

15.30%

2.40%5.10%

6.60%

-10.00%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Wal-

Mart

Home D

epot

Kroger

Target

Corpora

tion

Walg

reens

Costco

CVS Care

markLo

wes

Sears

Holding

s

Safeway

Best B

uy

Superv

alu

Rite A

id

MACYSPub

lix

Top 15

Total

Series1

Sources: Nielsen Data, Annual Reports, Retail Net Group


innovation as a Means to generate sustainable revenue groWthGiven the changing retail landscape and changing consumer habits due

to economic crisis, innovation is the way to generate sustainable demand

and incremental revenue. Innovation is not restricted to just creation of

new products or processes. Innovation has no boundaries it can be in any

part of an organization (marketing, research, accounting, transportation

and logistics, operations, business development, sales, market

development organization, Quality assurance, customer development

group etc) that adds value in the supply chain. If the innovation does

not add value to the customer (price, value, quality, service) or solve a

problem, it is meaningless to the retailer and to the customer.

New products should be based on:

shopper insights (emotional appeal, convenience, value, nutritional a.

benefits, believable claims),

changes in retail environment (what retailers want: price, ease of handling, b.

less damages, product that does not succumb to infestation),

29

29

25

17

36

19

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20

55

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12

15

20

21

13

18

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10

13

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19

11

5

29

40

24

68

35

0

20

40

60

80

100

120

140

160

Dry Dog Wet Dog Dog Treats Dry Cat Wet Cat Cat Treats Litter Supplies

sales of Pet care segment By channel

OthersClubGroceryMassSpecialtyTotal

Figure 5

Sources: Nielsen Data, others

will exert lot more pressure on manufacturers to reduce costs. Actionable

shopper data is creating leadership opportunities for retailers

Pressure on cost containment and margin enhancement

Retailers are under tremendous pressure to reduce costs and enhance

the margins. The investment community seems impatient with the pace

of progress in the area of cost containment and margin enhancement

in the retail industry.

Retailers offering more services which will drive traffic, profits and

differentiation

Retailers are offering various other services to drive traffic into the store.

From paying utility bills, to buying stamps to more sophisticated services

like wine tasting classes and cooking classes the retailers are looking

at various services to drive the business and revenues. Petsmart offers

several pet related services such as grooming and vet clinics

Sustainability is a big theme among retailers

Wal-Mart is leading the way in sustainability. LEED certification, packaging

and waste reduction will figure prominently in all major retailers’ blueprint

for success.

Retailers want to simplify so fewer brands and fewer customers may

carry 90% of the volume.

Retailers look for velocity and high margin items. They are buying what

they need and not what they want. They are optimizing on shelf space,

labor and experimenting with multiple formats. Fewer brands with high

velocity and high margin will do well.

Everyday low pricing will be the theme (EDLP) at retailers

Wal-Mart’s theme will be ringing across all retailers.

ChangIng PET CarE SalES In 2008/20092

Pet care sales were $ 28 billion in 2008.1.

Top 15 retailers accounted for more than 50% of sales (Figure 1, 2.

2, 3 )

Pet care category grew by 4.6% in 2008 driven largely by Supercenters 3.

(+13.4%) and grocery( +5.2%) and club (+ 7.5%.)

Mass merchandisers accounted for 29%, specialty 37% and grocery 4.

22% of total pet care sales (Figure 4)

Pet care purchase frequency ranked # 10 in grocery, # 1 in mass, 5.

# 3 in dollar stores

Out of 126 categories in pet care category ranked # 2 in per capita 6.

spending at $ 214/yr

75% of households purchased pet care product7.

Pet food is purchased 17 times a year8.

Projected sales Growth (caGR) for top 15 Retailers(2009-2011)

6.70%

-1.60%

5.40%

2.20%

7.40%

5.40%

10.60%

0.10%

-8.10%

3.20%3.80%

1%

-1.30%

-3.00%

3.90%

-10.00%

-5.00%

0.00%

5.00%

10.00%

15.00%

Wal-

Mart

Home D

epot

Kroger

Target

Corpora

tion

Walg

reens

Costco

CVS Care

markLo

wes

Sears

Holding

s

Safeway

Best B

uy

Superv

alu

Rite A

id

MACYSPub

lix

Series1

2. Source: Nielsen FDMX, Audits and Surveys, Retail Net Group

Pet care sales rank # 7 in the top 10 categories in Mass/Grocery/9.

Drug

Pet care sales more fragmented across formats (Grocery, Mass, 10.

Specialty, others (Figure 4)

Pet food is the largest segment in pet care and the fastest growing11.

Dog food 67%, cat food 33% of total pet food sales12.

In cat food portfolio, dry cat food is 55%, wet 38% and treat is 7%13.

In dry dog food portfolio, dry dog will be 66%, wet 16, treats 18%14.

Clubs and specialty account for larger chunk of dry dog food sales, 15.

groceries account for wet dog, wet cat and litter sales (Figure 5)

Figure 3

Sources: Nielsen Data, Annual Reports, Retail Net Group

Figure 4: Sales of Total Petcare (in MM) By Channel Format In 2006

$6,281

$5,793

$1,215 $1,230

Specialty Mass Grocery Club Other

Source: Nielsen Data 2006


providing merchandizing solutions c.

strong visual appeal (packaging and product), d.

sustainability (retailer and shopper driven),e.

customization, (premium pricing for customized products), f.

exclusivity,

process optimization (reduced product & operating costs) g.

The new items thus created should be value priced, of high velocity

and supported by efficient supply chain.

The Pegasus Paddle Mixer from Dinnissen

Process Technology makes it possible to

significantly improve the taste of cat kibbles.

The secret is quite simple: it allows you to add

liquid as well as dry palatability enhancers

- precisely and homogenously - to each

individual kibble. This is very important for

cat food in particular, as cats have the habit

of inspecting their intended meal, kibble for

kibble, before actually starting on their meal.

The cat - a very finicky kibbles consumer

Cats have a much keener sense of taste

and smell than humans. Cats are therefore

extremely finicky and suspicious when it

comes to their food. They sniff at every kibble

and inspect it quite critically before deciding

whether to eat it. Cats will immediately

recognize and systematically refuse a kibble

or other food with a smell not to their liking.

They simply leave the kibbles they don’t like

behind in the feeding bowl and pick out the

ones that appeal to them. Such behaviour

is very typical of cats and is one of the main

reasons why their owners regularly decide to

try a different brand the next time.

Taste of every individual kibble is

important

When it comes to manufacturing cat food,

the quality of the ingredients and the use

of proper palatability’s enhancers are of

course extremely important for making tasty

products. But ensuring that the enhancers are

added to the food in the right way is just as

important. It’s critical to distribute and dose

the enhancers homogenously. Producers who

use the proper palatability enhancers but add

them to the kibbles in a haphazard fashion

or wrong concentration achieve a significant

lower effect. In our research centre, we have

demonstrated time and again that kibbles with

an even distribution of palatability enhancers

are consumed much more readily. That is

also why we invest time and energy in helping

manufacturers to ensure that the enhancers

are added properly and an optimum result is

achieved. The Pegasus Paddle Mixer from

Dinnissen Process Technology in Sevenum is

an efficient tool in achieving this goal.

Flavour enhancers added precisely and

homogenously to each individual kibble

With the Pegasus Paddle Mixer from

Dinnissen, a fixed and precisely weighed

quantity of food is introduced into the sealed

batch coater, where - in contrast to continuous

operation systems - the entire process takes

place: liquid and dry palatability enhancers

are added to the kibbles. This has the great

advantage of allowing very precise control

of the optimum conditions needed for the

entire process. For each batch, the exact

quantity of fat, liquid and dry palatability

enhancers needed can be weighed out and

added, and the process conditions - including

temperature, kibble rotation speed, residence

time of the food in the mixer, and total

processing time – can be precisely controlled.

about the authorDr. Mukund Parthasarathy, who worked for Ralston/ Nestle

Purina for 12 years, has developed a holistic approach to pet

food palatability to resolve all issues related to palatability of

extruded pet foods and pet treats. He has patents related to pet

food palatability. He offers help with innovation, strategies, long

term planning and development of new technologies. He can be

reached at [email protected]

Pegasus Paddle Mixer FroM dinnissen signiFicantlyiMProves the taste oF cat Food

The result: an extremely precise and even

distribution of the palatability enhancers

over the product. In addition, the strength of

the bond between the palatability enhancer

and the kibble can be optimized, and each

individual kibble can be coated with a tough

protective layer to ensure that the palatability

enhancers also remain intact during transport.

The palatability and appeal of the food is

therefore significantly improved, and the food

is much more readily consumed.

Combined with the Pegasus Vacuum Coater

from Dinnissen: even greater flexibility for

high-quality pet food production

The Pegasus Paddle Mixer offers various

other technical advantages. The liquid

additives are sprayed per batch and not

continuously. After each batch, the nozzles are

blown clean, minimizing the risk of blockage.

The same is true of the injection system for

dry ingredients located in the coater: it can

be protected so that blockage is prevented.

We advise producers in many cases to equip

the Pegasus Paddle Mixer with vacuum

functionality by adding the Pegasus Vacuum

Coater, allowing producers to further upgrade

the flexibility and quality of their production

process. This combination allows producers

to ensure that liquid additives are sucked

deep into the kibble. It also enables them to

optimize the binding process between other

additives and the outside of the kibble.

The Pegasus Paddle Mixer f rom

Dinnissen has already been successfully

applied in a variety of situations. Dinnissen

develops and delivers complete manufacturing

processes, which means that the benefits from

combining the Pegasus Paddle Mixer with

the Pegasus Vacuum Coater are available

in practically any situation imaginable. For

more information about the Pegasus Batch

Coating System from Dinnissen, go to: www.

dinnissen.nl or call 0031 (77) 4673555.

Lohmann Animal Health GmbH & Co. KGHeinz-Lohmann-Straße 427472 Cuxhaven, GermanyPhone: + 49 (0) 47 21 – 747 0

www.lohmann.de

Prevention first.

Mutual Trust Taking animal health further.

pet food supplement 2010

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