Japan's First (※1) Powder Supplement for Dogs and Cats Featuring Kiso Hinoki-Derived Ingredients! Inuneko-seikatsu Launches 'Dental Furikake Premium' on July 14 (Tue)

Inuneko-seikatsu Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; CEO: Jun Sato; hereinafter 'Inuneko-seikatsu'), operating its pet care business with the mission of 'a happy life for all animals and their families,' will launch the pet supplement 'Dental Furikake Premium' on July 14, 2026.

This product is a pet supplement (health supplement) developed to more broadly support oral health for dogs and cats by enhancing the formula of 'Dental Furikake,' the brand's most popular supplement, from 7 to 9 ingredients.

It is Japan's first (※1) powdered supplement for dogs and cats to include domestically sourced natural ingredients derived from 'Kiso Hinoki (Kiso cypress),' a traditional building material now also studied for its effects on oral environments. The new formula also features 'HÜGBIO® Lactic Acid Bacteria' discovered by Azabu University's Faculty of Veterinary Medicine, 'White Hyacinth Bean' from Okayama Prefecture, and 'Clear Apatite,' a well-known dental care ingredient. Designed to be easily sprinkled on daily meals, the supplement offers broad support for pets' oral health while maintaining ease of use.

Inuneko-seikatsu continuously donates 20% of profits from pet food and supplement sales to animal welfare activities, aiming to solve social issues related to animals and improve animal welfare.

Sales URLs: https://inuneko-seikatsu.co.jp/shop/products/dog_30_dentalprm_t_one_1800 (for dogs) https://inuneko-seikatsu.co.jp/shop/products/cat_30_dentalprm_t_one_1800 (for cats)

(Although separate pages are provided for dogs and cats, the product is identical.)

※1 First in Japan as a powdered supplement for dogs and cats containing Kiso Hinoki-derived ingredients (based on company research, July 2026)

※2 Based on sales performance within the Inuneko-seikatsu brand's supplement category

Development Background: Oral Health Concerns Affecting ~55% of Dog Owners and ~36% of Cat Owners

While it is said that about 80% of dogs and cats over the age of three suffer from periodontal disease (or are at risk), a large-scale survey conducted by Inuneko-seikatsu in March 2026 on 'concerns about dogs and cats' (6,526 responses) (※3) revealed that 55.5% of dog owners and 36.1% of cat owners struggle with 'bad breath or dental issues (tartar, gingivitis, etc.).'

To address the urgent needs of many pet owners who say, 'I want to care for my pet's mouth, but they hate toothbrushing,' or 'I want an easy yet effective way to maintain oral health,' Inuneko-seikatsu explored product enhancements. This led to the discovery of 'Kiso Hinoki,' a representative Japanese natural wood traditionally used in construction. Recognizing the power of this rare domestic material—renowned for its durability and vitality and often called 'Japan's finest wood'—the company carefully selected multiple ingredients to comprehensively support oral health, culminating in the development of this product.

※3 Web survey conducted in March 2026 targeting 6,526 Inuneko-seikatsu users [Dogs: 4,099, Cats: 2,427] (valid responses)

Market Background: Growing Pet Supplement Market

In recent years, the domestic pet supplement market has continued to expand, driven by the humanization of pets and rising health awareness. According to the 'Japan Pet Supplement Market Report 2026' (※4), the domestic market size was approximately 13.8 billion yen (85.1 million USD) in 2025. It is projected to grow significantly, reaching about 22.6 billion yen (139.5 million USD) by 2034, maintaining a high annual growth rate of 5.64%.

Additionally, the market for dental care—a major concern for pet owners—is showing strong growth, with increasing social interest in pet health care and oral health maintenance.

※4 Source: IMARC Group, April 2026, https://www.imarcgroup.com/report/ja/japan-pet-supplement-market

Three Key Features of Dental Furikake Premium

① Japan's First (※1): Rare Natural Ingredients Sourced Exclusively from 300-Year-Old Kiso Hinoki

Only naturally grown Kiso Hinoki trees over 300 years old, strictly managed in state-owned forests in the Kiso region of Nagano Prefecture, are used. The natural Hinoki distillate containing 'phytoncides'—compounds trees produce to protect themselves—is carefully processed into powder. Since it contains no essential oil components (hinokitiol) that could affect pet health, it is safe to use. The refreshing scent of Kiso Hinoki gently supports a clean oral environment for pets.

※Image is for illustrative purposes only.

② Enhanced from 7 to 9 Ingredients to Support Oral Health

In addition to 'Mastic Resin' included in the previous formula and the newly added Kiso Hinoki-derived ingredient, new components that comprehensively maintain oral health have been incorporated.

HÜGBIO® Lactic Acid Bacteria: Heat-treated lactic acid bacteria of canine origin, isolated and cultured from dogs, discovered by Azabu University's Faculty of Veterinary Medicine. Helps maintain a balanced oral microbiome and supports healthy conditions.

White Hyacinth Bean Powder: A plant-derived ingredient traditionally used in oral care. This version uses carefully selected beans from Maniwa City, Okayama Prefecture, supporting a refreshed oral environment through chewing.

Clear Apatite: A natural mineral derived from eggshells, similar to the main component of teeth. Designed to be gentle and safe for pets with egg allergies, as it contains no allergenic egg white or yolk components (※6).

※Image is for illustrative purposes only.

※6 Clear Apatite is derived from eggshells but contains no allergenic egg white or yolk components, making it safe for dogs and cats with egg allergies.

③ Mildly Sweet and Refreshing Flavor: 96.0% (※7) of Pets Ate It—Proven Palatability

Formulated with oligosaccharides to create a mildly sweet flavor with the refreshing scent of Kiso Hinoki. In prior monitoring tests (※7), 96.0% of dogs and cats consumed the supplement. It can be easily sprinkled on regular meals or given directly as a treat, making daily use convenient.

※7 Monitoring survey conducted in April 2026 targeting 49 Inuneko-seikatsu users' pets [Dogs: 26, Cats: 23]. Combined result of 'ate all without issues (87.8%)' and 'eventually ate after repeated offering (8.2%)'

＜Product Overview＞

Product Name: Dental Furikake Premium

Content: 45g (1.5g × 30 packets)

Price: Subscription price: 4,980 yen (5,478 yen including tax) / Single purchase price: 6,280 yen (6,908 yen including tax)

Purchase Method: Official Inuneko-seikatsu e-commerce site and others Sales URL: https://inuneko-seikatsu.co.jp/shop/products/dog_30_dentalprm_t_one_1800 (for dogs) https://inuneko-seikatsu