But what about digestive help for animals beyond supplements? While NBJ doesn’t track that data specifically, in the food space probiotics for dogs are showing up in perhaps an unlikely spot: the freezer section.

Fat-free and low in sugar frozen treats are a more familiar way for consumers to supplement their pet’s diet. Several players have emerged to challenge Purina’s Frosty Paws, which is not natural and has 31 ingredients. Jockeying in the natural frozen dog-treat space are Nature’s Variety’s SweetSpots, Yöghund (which has organic varieties) andThe Bear & The Rat: Cool Treats for Dogs.