Virbac commercializes a new hyper premium nutritional concept for dogs and cats! 

Over the last months, Virbac has progressively launched its new range Veterinary HPM™ for cats and dogs in more than ten European countries (Denmark, Switzerland, France, Portugal, Spain…).

Veterinary HPM™ provides a new nutritional balance for dogs and cats: high in protein and low in carbohydrates. Its formulation is as close as possible to the natural needs and preferences of carnivores with, on average, 30% more proteins and 40% less carbohydrates* as in maintenance adult cat and dog dry food. 
It is suitable for all breeds, sizes and physiological conditions. It is also formulated without most of the main common allergens such as gluten, maize, wheat, beef, eggs and soya. 

Veterinary HPM™ targets ten major preventative areas in pets such as body and weight control, skin and coat support, digestive safety…
The range is exclusively promoted through the veterinary channel, thus enhancing the role played by practitioners in preventative care.

Virbac’s ambition is then to launch its new generation of nutrition outside of Europe, in geographical areas such as Latin America, Asia…, and accelerating growth in this strategic segment. 

All information and products of the Veterinary HPM™ physiological range can be found on Virbac France's website and will soon be available on most of the countries’ websites.

On March 1, 2016, Virbac US announced the launch of the C.E.T.® OraStrip® Dental Diagnostic Test (currently distributed in the USA), the first and only test in the animal health market that detects periodontal infection in dogs, providing visual test results to support veterinarians’ dental treatment recommendations and enhance client compliance.

“For 25 years, the Virbac C.E.T.® Brand of Products has been a leader in veterinary dental health,” said Kathleen Fleck, Dental Marketing Manager for Virbac US. “We are proud to demonstrate our ongoing commitment to bring exemplary dental health products to our veterinarians, their patients, and to pet owners. The C.E.T. ® OraStrip® Test further enhances our portfolio of products to do so.”

“We are excited to provide veterinarians with an innovative, early detection diagnostic test that quickly, accurately, and conveniently provides visual evidence of active canine periodontal disease. It can help stop irreversible damage by providing diagnostic insight at an early stage, allowing the veterinarian to take immediate corrective action. It also helps increase compliance when the pet owner can see test results that confirm evidence of disease, and follow through with treatment recommendations,” said Ms. Fleck.

Periodontal disease can affect dogs as young as five months, and is the only disease in dogs that is historically identified only visually. Currently, the standard of care for veterinarians to assess the dental health of their patients is to “flip the lip,” in a visual awake exam (VAE). Unfortunately, by the time periodontal disease is identified through a VAE, it is often too late and the disease has progressed to the point where it is painful and invasive, and expensive steps need to be taken to combat disease progression. Early detection is key to helping stop irreversible damage.

Additionally, early detection of periodontal disease with the C.E.T.® OraStrip® Dental Diagnostic Test helps veterinarians in their discussions with pet owners about the importance of at-home dental care and in-clinic dental treatments.

On March 8, 2016, Virbac US announced the launch of the latest advancement in canine joint health supplementation, MOVOFLEX™ Soft Chews. Formulated with a unique and proprietary blend of ingredients, MOVOFLEX™ Soft Chews provide comprehensive canine joint support in a once-a-day palatable soft chew.

Unlike most canine joint supplements that contain glucosamine and chondroitin, MOVOFLEX™ Soft Chews utilize an innovative, hydrolyzed, water-soluble eggshell membrane powder that is rich in collagen, elastin, glycosaminoglycans, and essential amino acids, supporting joint flexibility and elasticity. 

MOVOFLEX™ Soft Chews also feature natural astaxanthin, a powerful antioxidant; Boswellia Serrata, to support the integrity of joints and connective tissue; Proprietary Hyaluronic Acid for lubrication and shock absorption; and Vitamin D3 to support healthy bones. This unique formulation supports canine joint mobility, with no loading dose required.

“We are excited to launch a palatable, proprietary product to support canine joint health,” said Vice President of Marketing, Rob Daily. “Currently, this space is crowded with glucosamine and chondroitin products, making MOVOFLEX™ Soft Chews featuring Egg Shell Membrane a unique, innovative and highly desirable alternative expected on the market. Because of the proprietary blend of ingredients, Virbac US’s new canine joint supplement product is definitely an advancement in the way veterinarians will support their canine patients showing signs of early joint discomfort.”

The palatable soft chew boasts acceptance for optimal client compliance and is suitable for canines with certain dietary sensitivities. MOVOFLEX™ Soft Chews require no loading dose, and are administered once a day, making it the most convenient way to deliver canine joint health supplementation.

Since 2012, Virbac has maintained a presence in China through a commercial subsidiary that now has about thirty collaborators. How is the subsidiary adapting to this ever-changing market? Answers by the subsidiary general manager.

How would one describe the animal health market in China?
It includes the major global players, but it is also home to more than 2,000 local companies specializing in food producing animal products, in particular antibiotics, parasiticides and vaccines. These are subject to specific regulations: only a Chinese company is authorized to distribute vaccines registered in China by a foreign company. Other products have no constraints in terms of distribution for companies out of China.

What about Virbac in this market?
Since 2003, the Group has been operating a representative office in Beijing primarily to deal with regulatory affairs. Since 2012, Virbac has also been operating a commercial subsidiary in Shanghai and Beijing. From the outset, Virbac made the choice to invest in the companion animal segment, where not only was there no local competition, and some products could be launched without a marketing authorization. Furthermore, in this segment, Virbac China spearheaded the first direct distribution model to all veterinary clinics with cashon delivery payment.

What are the main market trends?
They relate, first and foremost, to competition. For two years now, there have been several international companies operating to date primarily in the swine/poultry vaccine market that have entered the companion animal sector. We have also seen the emergence of generics from local companies that are becoming more and more interested in the companion animal market. In an increasingly maturing market, growth is expected to be fueled by the rise in owners' spending, which is currently at much lower levels than in Europe, Japan and the USA, as well as by a higher number of clinics.

Are there other changes?
Yes, on the regulatory front. In 2016, all pharmaceutical products registered in China must have a QR code on their packaging in keeping with tracking requirements imposed by local authorities. Another change: changing consumer habits that directly impact the distribution of veterinary products, increasingly marketed through online sales platforms like Alibaba. Finally, there are still product opportunities, for example, in the equine product sector where, despite a significant number of animals, no product is registered in the country, or even on the bovine market, where the very concentrated milk supply chain is especially focused on the quality of its products.

How is Virbac dealing with these evolutions?
We should primarily step up our marketing activities by capitalizing on Virbac’s reputation and high quality image, all the while consolidating our relations with veterinarians through event sponsorships, workshops or the sales force. From the standpoint of distribution, we are introducing in 2016 the O2O B2V, Online to Offline, Back to Vets (to Virbac!) program, which should both enable the development of a network of online stores and refer online buyers to veterinary clinics that are project partners.

And on the regulatory front?
It’s quite a challenge to adapt QR code implementation processes within the required time limits. This involves a great deal of coordination with the supply teams from the main office. Finally, as for products, we are working with Virbac Australia to build a product range with special import licenses prior to getting marketing authorizations. With support from BVT, we are also going ahead with the launch of the range of diagnostic tests for mastitis detection in dairy cows.