80-90% of dogs show signs of gum disease by the age of three.
That statistic stops people in their tracks.
But what’s more striking is this:
Most owners don’t realise it’s happening.
Periodontal disease in dogs is often called a “silent disease.” It doesn’t usually begin with dramatic symptoms. There are no obvious cavities like in humans. Instead, plaque builds quietly, hardens into tartar, inflammation sets in — and by the time bad breath or discomfort becomes obvious, significant damage may already have occurred.
For those of us working in the pet sector, this presents both a responsibility and an opportunity.
Because dental health isn’t just about teeth.
Untreated periodontal disease can contribute to:
• Pain and tooth loss
• Chronic inflammation
• Bacterial spread that may impact major organs - like the heart and kidneys
• Reduced quality of life
And yet, daily brushing — while ideal — simply isn’t realistic for many owners.
This is where the industry has to think differently.
Dental support shouldn’t be an afterthought or an occasional add-on. It should be part of everyday preventative care — as routine as feeding.
What’s encouraging is the shift we’re seeing:
Pet owners are increasingly looking for:
• Functional benefits
• Ingredient transparency
• Preventative, not reactive, solutions
• Products that “do more”
The future of the treat category, in my view, lies in purpose-driven nutrition — where A DAILY CHEW supports oral hygiene and contributes to broader health (joints, skin, cognition, gut).
That’s where innovation matters.
If over 80% of dogs are affected early in life, dental health can’t remain a niche conversation. It needs to be integrated into how we formulate, educate and retail.
Preventative care is not a trend.
It’s the direction of travel.
And as an industry, we have a real opportunity to lead that shift responsibly.
