Pet Supplements Market

The global pet supplements market is experiencing sustained, broad‑based growth as pet humanization, preventive pet healthcare, and premiumization accelerate across regions. Households are spending more on companion animal health, wellness, and longevity, with supplements increasingly seen as daily essentials rather than discretionary add‑ons. Pet parents are opting for functional products addressing joint health, skin and coat, gut health, immunity, anxiety support, and life‑stage nutrition. Distribution continues to diversify beyond specialty stores into veterinary channels, online marketplaces, and direct‑to‑consumer subscriptions—improving access, convenience, and education. The market size in 2025 is estimated at approx USD 3.6 billion, with steady, mid‑to‑high single‑digit annual growth expected over the next five years as penetration rises among first‑time pet owners and multi‑pet households. For Global Infi Research clients, the signal is clear: category fundamentals remain robust, brand differentiation is increasingly science‑led, and omnichannel execution is decisive for share gains.

Pet Supplements Market Drivers and Emerging Trends

• Pet humanization and premium wellness: Around the world, pets are viewed as family members. This shift supports recurring purchases of targeted supplements (e.g., omega‑3s, probiotics, glucosamine) and combined formulas for holistic care.
• Preventive health and longevity: Rising veterinary costs and heightened health awareness are pushing owners toward prevention—daily supplements for joint mobility, weight control, dental support, stress relief, and cognitive function in seniors.
• Clean‑label and transparency: Consumers favor short ingredient lists, recognizable actives, sustainably sourced botanicals, and clear efficacy claims. Third‑party testing and traceability are key trust builders.
• Life‑stage and condition‑specific solutions: Formulations tailored to puppies/kittens, large breeds, seniors, working dogs, and sensitive systems (hypoallergenic) are seeing increased adoption. Species‑specific innovation for cats continues to catch up with dog‑focused portfolios.
• Veterinary endorsement and evidence: Veterinarian‑recommended products carry outsized credibility. Brands investing in clinical validation, palatability trials, and publishable data are outperforming.
• Format innovation: Chews and soft chews dominate due to ease of dosing and palatability; powders for toppers, liquids, and functional treats are expanding. Multi‑benefit “all‑in‑one” supplements are gaining traction with busy owners.
• Omnichannel acceleration: Online marketplaces and brand DTC sites enable education, reviews, and subscription replenishment. Vet‑clinic and specialty retail presence remains crucial for credibility and discovery.
• Regulatory maturation: Companies are proactively aligning with region‑specific labeling and quality frameworks, adopting human‑grade standards and GMP manufacturing to pre‑empt compliance risks.

Pet Supplements Market Segmentation

• By Pet Type
  • Dogs: Largest demand base; strong adoption of joint, skin/coat, and gut health categories.
  • Cats: Growing faster from a smaller base; palatability and hairball/urinary support drive interest.
  • Others (small mammals, birds, horses): Niche but stable demand in joint and digestive support.
• By Function
  • Joint and mobility support (glucosamine, chondroitin, MSM, collagen)
  • Skin and coat (omega‑3s, biotin, zinc)
  • Digestive and gut health (probiotics, prebiotics, postbiotics, digestive enzymes)
  • Immunity and overall wellness (vitamins, antioxidants, beta‑glucans)
  • Calming and behavioral (L‑theanine, L‑tryptophan, hemp‑derived ingredients where permitted, adaptogens)
  • Dental and oral care (enzymes, chlorophyll, zinc salts)
  • Specialty (urinary health, liver support, weight management, cognitive support)
• By Form
  • Soft chews and chews
  • Tablets and capsules
  • Powders and meal toppers
  • Liquids and sprays
  • Functional treats
• By Distribution Channel
  • Veterinary clinics and pet hospitals
  • Pet specialty retail
  • Mass retail and grocery
  • Online marketplaces and brand DTC
  • Subscription services
• By Price Tier
  • Value: Basic vitamins and single‑ingredient products
  • Mid: Condition‑specific single‑benefit formulas
  • Premium: Multi‑benefit, clinically supported, clean‑label, human‑grade positioning

Key Players in the Pet Supplements Market

The competitive landscape includes veterinary‑backed brands, pet specialty leaders, DTC innovators, and nutraceutical companies extending into companion animals. Representative companies include:

• Zesty Paws
• Purina (Nestlé Purina PetCare)
• Hill’s Pet Nutrition
• Virbac
• Vetoquinol
• Nutramax Laboratories
• VetriSCIENCE
• PetHonesty
• NaturVet
• Bayer Animal Health (now part of Elanco Animal Health)
• Elanco Animal Health
• Mars Petcare portfolio (select lines within broader nutrition)
• Ark Naturals
• Nordic Naturals (pet lines)
• Wellness and Holistic brands offering pet supplement extensions

Notes:

• Many players emphasize vet‑recommended lines, evidence‑based formulations, and flavor systems to drive adherence.
• M&A and partnerships remain active as larger players acquire fast‑growing DTC brands and science‑forward formulators to expand portfolios and channels.

Research & Development Hotspots of Pet Supplements

• Microbiome‑centric solutions: Around the world, R&D is prioritizing multi‑strain probiotics, postbiotics, and synbiotics tailored to canine and feline microbiota, with endpoints spanning stool quality, immune markers, and skin health.
• Next‑gen joint health: Beyond glucosamine/chondroitin, research is exploring undenatured type II collagen, eggshell membrane, green‑lipped mussel, and botanical anti‑inflammatories with improved bioavailability.
• Cognitive and stress support: L‑theanine, phosphatidylserine, herbal adaptogens, and milk‑derived peptides for aging pets and anxiety‑prone breeds; measured outcomes target cortisol modulation and behavior scoring.
• Skin barrier and allergy support: Omega‑3 concentrates with improved EPA/DHA ratios, algal‑based alternatives, ceramides, and antioxidant complexes aimed at atopic dermatitis symptom relief.
• Palatability science and delivery tech: Flavor matrices, cold‑extrusion soft chews, microencapsulation, and odor masking to sustain adherence without compromising actives.
• Clean‑label actives and sustainability: Plant‑based omegas (algae/flax), responsibly sourced marine oils, and reduced‑additive carriers; lifecycle assessments and certified sourcing bolster ESG positioning.
• Evidence generation and claims substantiation: Randomized, controlled trials; standardized outcome measures; and real‑world evidence from connected feeders and health apps to validate daily‑use benefits.
• Species‑specific dosing: Precision nutrition frameworks refining dosage by breed size, life stage, and metabolic needs, supporting safer upper intake levels and label accuracy.

Regional Market Dynamics of Pet Supplements

• North America
  • Mature, innovation‑led market with high per‑pet spend.
  • Strong veterinary influence and wide specialty retail footprint.
  • Online subscriptions widely adopted for refills and compliance.
• Europe
  • Diverse regulatory context by country; premiumization and natural claims resonate.
  • Growing interest in sustainability, traceability, and low‑allergen formulas.
  • Veterinary channel and pharmacies play important roles in education.
• Asia Pacific
  • Fastest‑growing region from a lower base, driven by urbanization and rising incomes.
  • Rapid e‑commerce penetration, influencer‑led education, and small‑breed dominance.
  • Palatability and compact formats (soft chews, liquids) see strong uptake.
• Latin America
  • Expanding pet ownership and premium awareness in urban centers.
  • Price sensitivity persists; mid‑tier and small pack sizes gain traction.
  • Veterinary guidance is influential; local manufacturing capacity increasing.
• Middle East & Africa
  • Early‑stage but growing in major cities; expatriate communities boost demand.
  • Specialized retailers and online channels extend access where vet networks are thinner.
  • Heat‑adapted formulations (hydration, skin support) present niche opportunities.

Pet Supplements - Strategic Recommendations for Industry Stakeholders

• Product strategy
  • Prioritize evidence‑backed, condition‑specific formulas with clean labels and transparent sourcing.
  • Expand soft chew and functional treat formats to maximize adherence; offer powder toppers as versatile alternatives.
  • Develop species‑specific and life‑stage lines, including senior cognitive and mobility bundles.
• Quality and compliance
  • Adopt human‑grade GMP, batch‑level testing, and QR code traceability. Publish certificates of analysis to build trust.
  • Align claims with region‑specific guidance; maintain conservative language supported by data.
• Go‑to‑market
  • Combine vet‑clinic placement for credibility with DTC subscription models for retention.
  • Invest in education‑led content: dosing guides, vet interviews, and transparent ingredient stories.
  • Optimize retail assortment with a hero SKU per function and clear shelf communication (benefit‑forward labels).
• Pricing and packaging
  • Offer multi‑month bundles and auto‑replenishment discounts; introduce trial sizes for first‑time buyers.
  • Use recyclable, barrier‑protected packaging; highlight sustainability credentials on pack.
• Data and engagement
  • Leverage reviews, adherence reminders, and personalized regimens powered by pet profiles.
  • Run post‑purchase check‑ins and palatability surveys to reduce churn and inform reformulations.
• Partnerships and pipeline
  • Collaborate with veterinary universities and contract research organizations for clinical validation.
  • Co‑develop with specialty ingredient suppliers to secure differentiated, protected actives.

Conclusion

The pet supplements market is underpinned by durable demand drivers—humanization, preventive health, and premium wellness—supported by strong veterinary influence and expanding omnichannel access. With an estimated 2025 market size of approx USD 3.6 billion and solid growth prospects, the competitive edge now rests on scientific credibility, clean and transparent formulations, and frictionless customer experiences. Brands that pair rigorous R&D with palatable delivery systems and clear, compliant claims are best positioned to win. The near‑term opportunity centers on microbiome‑focused gut health, advanced joint solutions, and calming/cognitive support, while long‑term differentiation will come from clinical evidence, sustainable sourcing, and data‑driven personalization. By aligning product portfolios, quality systems, and channel strategies to these realities, companies can capture share, improve adherence, and build enduring trust with pet parents worldwide.

Table of Contents

1. Executive Summary
   • Snapshot of 2024 base year metrics and approx market size
   • Key growth drivers, restraints, and opportunities at a glance
   • Top segments and regions to watch
   • Strategic takeaways for Global Infi Research clients
2. Research Methodology
   • Scope and Definitions
     • Market taxonomy (pet type, function, form, channel, price tier)
     • Inclusion/exclusion criteria (supplements vs. therapeutics/complete feeds)
     • Currency, inflation assumptions, and time horizon
   • Data Sources and Validation
     • Primary interviews (veterinarians, formulators, retailers, DTC brands)
     • Secondary datasets and model triangulation
     • Forecasting approach and scenario analysis
3. Market Overview
   • Market Size and Forecast (2021–2030) with base year 2024
     • Historical trends (2021–2024), base year view (2024), outlook (2025–2030)
     • Growth contribution by channel and function
   • Value Chain Analysis
     • Ingredient suppliers, contract manufacturers, brand owners, channels
     • Quality, testing, and traceability checkpoints
   • Technology Roadmap
     • Delivery formats, microencapsulation, postbiotics, clean‑label innovations
4. Market Drivers, Restraints, and Opportunities
   • Drivers: pet humanization, preventive care, vet endorsements, omnichannel access
   • Restraints: regulatory variability, palatability/dosing adherence, price sensitivity
   • Opportunities: microbiome‑focused products, senior pet care, sustainable omegas
5. In-Depth Market Segmentation
   • By Pet Type
     • Dogs
     • Cats
     • Others (small mammals, birds, equine)
   • By Function
     • Joint & mobility support
     • Skin & coat health
     • Digestive & gut health (probiotics, prebiotics, postbiotics)
     • Immunity & overall wellness
     • Calming & behavioral support
     • Dental & oral care
     • Specialty (urinary, liver, weight, cognitive)
   • By Form
     • Soft chews/chews
     • Tablets/capsules
     • Powders/meal toppers
     • Liquids/sprays
     • Functional treats
   • By Distribution Channel
     • Veterinary clinics/hospitals
     • Pet specialty retail
     • Mass retail/grocery
     • Online marketplaces
     • Direct‑to‑consumer subscriptions
   • By Price Tier
     • Value
     • Mid
     • Premium (clean‑label, human‑grade, multi‑benefit)
   • Cross‑Segment Insights
     • Fastest‑growing function‑by‑pet type
     • Form factor preferences by region
     • Channel mix shifts and implications
6. Regional Market Dynamics
   • North America
     • Adoption drivers, leading functions, channel mix, regulatory context
   • Europe
     • Country‑level nuances, sustainability preferences, pharmacy/vet roles
   • Asia‑Pacific
     • E‑commerce acceleration, small‑breed focus, palatability trends
   • Middle East & Africa
     • Urban growth corridors, access challenges, niche opportunities
   • Latin America
     • Premiumization in major metros, local manufacturing, pricing dynamics
7. Key Players in the Market
   • Competitive Landscape
     • Market positioning: veterinary‑backed, specialty, DTC innovators, nutraceutical crossovers
     • Product focus and signature formats
   • Representative Companies
     • Zesty Paws
     • Purina (Nestlé Purina PetCare)
     • Hill’s Pet Nutrition
     • Virbac
     • Vetoquinol
     • Nutramax Laboratories
     • VetriSCIENCE
     • PetHonesty
     • NaturVet
     • Elanco Animal Health (including legacy Bayer Animal Health lines)
     • Mars Petcare portfolio (select supplement lines)
     • Ark Naturals
     • Nordic Naturals (pet lines)
   • Strategic Moves
     • M&A highlights, partnerships with ingredient suppliers, clinical validation initiatives
8. Research & Development Hotspots
   • Microbiome science (probiotics/postbiotics/synbiotics)
   • Next‑gen joint health (UC‑II, eggshell membrane, green‑lipped mussel)
   • Cognitive and calming actives (L‑theanine, phosphatidylserine, adaptogens)
   • Skin barrier and allergy support (ceramides, algal omega‑3s)
   • Delivery and palatability technologies (microencapsulation, cold‑extrusion)
   • Sustainability innovations (plant‑based omegas, traceability)
9. Regulatory and Sustainability Framework
   • Labeling and claims considerations by major regions
   • Quality systems: GMP, CoA publication, batch‑level testing
   • ESG and responsible sourcing trends
10. Strategic Recommendations

• Portfolio and pricing architecture
• Omnichannel route‑to‑market and subscription design
• Evidence generation and vet‑led education
• Packaging, compliance, and traceability priorities

11. Appendix

• Glossary
• List of Abbreviations
• Contact Information – Global Infi Research