Pet Supplements Market Size, Share, Growth, and Industry Analysis, By Type (Pills/Tablets, Chewables, Powders and Others), By End Users (Dogs, Cats and Others), and Regional Forecast to 2035

PET SUPPLEMENTS MARKET OVERVIEW

The global pet supplements market size was USD 1042.09 million in 2026 and is projected to touch USD 2783.86 million by 2035, exhibiting a CAGR of 11.54% during the forecast period.

An active growth of pet supplements market driven by growth in ownership and pet awareness of health & wellness. Pets are becoming more like family to pet owners so they expect nutritional products backed by longevity, immune system, joint health and the feline after all is what it is about. It includes products for dogs, cats and other domestic animals based on vitamins; minerals; probiotic preparations; omega-3 fatty acids; and herbal ingredients. Similarly, the increasing preference for natural and organic ingredients has also fuelled demand as health-minded consumers look to supplement without unnecessary additives or fillers. Likewise, the advancement in pet nutrition science provides the focus for novel deliveries specific to some key health areas: skin & coat; digestive; cognitive.

The optimization for e-commerce platforms and specialized pet stores greatly improved the global distribution, availability and presence of pet supplements. One of the factors driving product adoption is rising number of veterinary recommendations and pets being viewed in a human way. In addition, the markets are supported by growth in extensive investment and premium pet food/ wellness products consumption, particularly the developed regions. In addition, pet ownership and disposable-purse incomes are rising in growing markets of Asia-pacific and Latin America is also driving the market. In summary, the pet supplements market will likely continue to expand due to changes in consumers, innovations and increased distribution channels of products.

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GLOBAL CRISES IMPACTING PET SUPPLEMENTS MARKETCOVID-19 IMPACT

"Pet Supplements Industry Had a Negative Effect Due to supply chain disruption during COVID-19 Pandemic"

The global COVID-19 pandemic has been unprecedented and staggering, with the market experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden market growth reflected by the rise in CAGR is attributable to the market’s growth and demand returning to pre-pandemic levels.

COVID-19 impacted pet supplements market in a bimodal way, at onset supply chains got jinxed but ended up spurring demand later. In the initial months of the crisis, raw material sourced from manufacturers and distributors were delayed leading to a production-shipping fall-out for many products in the form of temporary absent location-related product availability. But at the same time, as a result of lockdowns and now remote work leading to more pet adoptions with deeper emotional bonds between owners and pets than ever before, the pet health and wellness categories became big spenders on. Pet owners stuck at home really observed their pet’s physical health and emotional needs. This increased demand led to big increases in sales of immunity- boosting, anxiety-relief, digestive and joint health supplements. The movement to e-commerce also supported the market with numerous brands setting up direct-to-consumer and subscription business models in response to increasing demand. The rising acceptance of humanising pets was consolidated during the pandemic as many owners began to add premium, natural and vet-proven products to their pet's diet similar to human health supplements. This ultimately led the COVID-19 pandemic to turn out as a lever for sustainability of growth and innovation into global pet supplements market.

LATEST TREND

"Rise of Functional and Natural Pet Supplements to Drive Market Growth"

The pet supplements market is being driven by several trends one of the biggest being demand for functional, natural formulations. Organic, plant-based and clean label supplements for specific health targets e.g. digestive health, joint mobility cognitive function anxiety relief as well immune system supportive is where owners are choosing to prioritise for their pets. It squares neatly under our general observation that humans want to be healthier and avoid artificial additives and preservatives too. Pet functional supplements are becoming more breed and age specific with products to specific conditions and performance requirements as well. Probiotics, hemp/CBD, turmeric, omega 3s and superfoods are start to trend as supplements with more products added into the mix, generating consumer interest, particularly in countries like North America and Europe. Pet delivery format innovations such as soft chews, flavoured powders, functional treats, and liquid drops are another way that delivery is being streamlined to help pet compliance and client convenience. Developing awareness of pet well-being, and increasing vet recommendations will likely ensure functional/natural pet supplements continue to be the backbone of market innovation and growth.

PET SUPPLEMENTS MARKET SEGMENTATION

By Type

Based on type, the global market can be categorized into pills/tablets, chewables, powders and others

• Pills/Tablets: Among the most traditional pet supplements, in terms of usage and dosage exactness are pills and tablets which is widely used because they have a long shelf life. Their especially popular across vitamins, minerals and the condition driven formulary of the joint and immune system. Still, some pets might be put off by the pill shape which could lead you to investigate other tasty options.
• Chewables: Chewable supplements are becoming very popular due to their treat-like nature, which help with palatability and therefore compliance. Many of these products are made as flavours pets enjoy like chicken, beef or peanut butter. Chewables have long been the dog’s due choice for daily supplementation in dogs and many cats now have them too.
• Powders: For people who have multiple pets and need a flexible dosage over feed, powders can be poured out directly for the intended amount. Widely used in probiotics, digestive enzymes and protein blends. Powders are so convenient and quick to use that neither pet owners, nor veterinarians can resist powders.
• Others: Other formats are liquid drops, gels, sprays, and functional treats pertaining to pet requirements and owner preference. These formats are appropriate for pets that cannot be given a pill due to swallowing issues or those that require rapid nutrient delivery. The innovation in this space is enabling new product launches aimed at convenience and convenience-based health benefits.

By End UsersBased on end users, the global market can be categorized into dogs, cats and others

• Dogs: Dogs are at the apex of ownership in pet supplements because they own so many and need their supplements more frequently. Products for joint health, skin and coat, and digestive support are what dog owners in the market. The broad range of product types and flavours that are created with dogs in mind create strong product demand by region.
• Cats: The cat segment is gradually growing despite being smaller in size than dogs due to the owners realising more now than ever about feline-specific health needs. Popular among cat parents are urinary health supplements, hairball prevention and anxiety relief. Formula New delivery channels palatable gels and fish-flavoured chews, which will drive convenience in this category.
• Others: It also includes the supplements for pets, such as birds, rabbits, reptiles and small mammals. Though a small market, interest is on the rise with urban dwellers adopting more exotic and nontraditional exotic pets. Health-focused, targeted product lines are slowly penetrating with variety that the niche segment demands from brands.

MARKET DYNAMICSMarket dynamics include driving and restraining factors, opportunities and challenges stating the market conditions.

Driving Factors"Rising Pet Humanization and Health Awareness to Boost the Market"

The surging trend of pet humanization is one of the major factors that are driving the pet supplements market growth. Today's pet owners can be seen encompassing their pets within the context of family and taking the same interest in their health and well-being as they do with themselves. The emotional tie that has developed, with premium nutritional products in all its supernatural forms has skyrocketed none more so the immunity boosting aids, digestion, joint health and stress-relief supplements. Older consumers now have an eye for age-and breed-specific health issues and actively go in search of preventive care solutions, driving the scalability of everyday supplements. And, to follow through on an educational perspective social media, veterinary endorsement and online pet care platforms have also been a major driver in helping consumers learn about nutrition supplementation. Pet owners want the best and natural ingredients as we move towards more and more clean-label, non-GMO, or even GMO-free; allergen-free products. That shift in consumer behaviour has created new avenues for innovation and differentiating product in the pet supplement category. The market is further increased in potential with increased availability of specialized forms for each stage of life. Globally, awareness on holistic pet care is rising which further expects to propel the market forward.

"Expansion of E-Commerce and Direct-to-Consumer Channels to Expand the Market"

Another important driver of the pet supplements market is the increase in rapid e-commerce platforms and direct-to-consumer sales channels. Online sales channels have greatly enhanced supplement products both in terms of broadening access and visibility, and heralded a new era for many small to midsized brands who are not well represented in traditional pet stores. Convenient ways to order supplements custom-made for your pup in the forms of pet specific e-commerce sites, apps and delivery services via subscription has exploded, as we go more and deeper into an age of conditioned consumer habits. On-the-digital platforms, product education via customer feedbacks is enhanced as well evident by ingredient disclosure functionalities and interactive tools allowing buyer to buy nature wanted. In addition, the COVID-19 pandemic really sped up the move to online shopping, which has made digital presence even more crucial in pet care industry. A lot of companies are using data analytics and creating personalized marketing to offer different deals to pet owners with customized product recommendations. On the e-commerce ecosystem, trial purchases and re-branding are made in easy way that catalyse competition with innovation. This digital transformation is dramatically extending the depth of the pet supplements market, especially in mature regions constrained by brick-and-mortar distribution. With the importance of convenience and personalization as integral buying factors companies are mapped out — online platforms will play a key role in defining progression of markets.

Restraining Factor

"Limited Regulatory Oversight and Product Standardization to Potentially Impede Market Growth"Some restraints that limit the evolution of pet supplements market is the absence of appropriate regulatory frameworks and product quality norms in different parts of the world. Pet dietary supplements, not to be confused with human supplements, are subject to more limited approval processes compared to all agricultural commodities from other health authorities. Many products in many countries are essentially unregulated, or their control is underdetermined. This vacuum of regulatory grey area tends to mean inferior or useless products enter the market, which in turn erodes consumer confidence across the entire category. Since there is no general global rule on pet supplement labels, ingredient sourcing and authentication of ingredient dose across brands add more randomness to their quality and efficiency. Other products can be adulterated with potentially harmful contaminants or additives and false claims for what they do, which is just as bad for pets. This lack of consistent direction also makes it challenging for veterinarians to endorse trusted supplements, impeding on broader effectiveness. In addition, there are always consumers calling out for clean and transparent ingredients but the vague regulations make it hard to be the real. It acts as a bottleneck for established brands that want to differentiate and for new entrants wanting to borrow credibility from old. While there are still gaps to bridge, the scope of pet supplements will remain underutilized till standardized regulations come into place.

Opportunity

"Surge in Demand for Functional and Preventive Pet Nutrition to Create Opportunity for the Product in the Market"

One of the new opportunities in pet supplements market is increasing consumer awareness towards functional and preventive nutrition for pet health. As more and more pet owners start to take an active role in the long-term health of their dogs it will be necessary to solve for both treating disease AND preventing it as a primary supplement burden. There is increasing traction to products focused on mobility, gut health, immune balance, anxiety support and skin coat care. Prevalent in pets that are getting older, preventative care for the control of chronic conditions that help stop them progressing to life altering diseases. More and more demand is being driven by the consumer interest in natural, safe, clean label, plant based, veterinary formulated diet supplements. Research to create unsophisticated products with multiple efficacious characteristics per dose is also growing, such as probiotics and immune support together or omegas for joint care. These responses are catering the convenience-of-consumers want all in one offering. The opportunity is so much bigger in markets where pet adoption and disposable income are both rising, birth new pockets of demand. If functional nutrition is becoming an integral component of the general pet wellbeing plans these segments of the pet supplements market will be experiencing explosive growth. Jobs, the most forward looking organizations with new efficiencies and collaboration underway are poised to evolve from innovation and transparency.

Challenge

"Consumer Skepticism and Lack of Veterinarian Endorsement Could Be a Potential Challenge for Consumers"

One of the key challenges facing the pet supplements market is persistent consumer skepticism regarding product efficacy and safety. Despite growing awareness of pet nutrition, many pet owners remain hesitant to include supplements in their pets’ daily routine unless explicitly recommended by veterinarians. This hesitation stems from previous negative experiences, confusion over ingredients, or concerns about over-supplementation and side effects. As a result, a significant portion of the target market remains untapped due to trust issues and a lack of reliable guidance. Moreover, many veterinarians are cautious in recommending supplements unless they are backed by clinical trials or regulatory approvals. The absence of standardized dosage guidelines and quality benchmarks further complicates their adoption in professional veterinary care. Inconsistent labeling, misleading claims, and unverified formulations add to the uncertainty surrounding these products. This challenge is more pronounced in regions where veterinary infrastructure is still developing and professional training around nutraceuticals is limited. Bridging this gap requires coordinated efforts in research, education, and transparent marketing. Without addressing these credibility and communication barriers, the pet supplements market may struggle to unlock its full growth potential, especially in segments where preventive health solutions are most needed.

PET SUPPLEMENTS MARKET REGIONAL INSIGHTS

• North America

North America leads the global landscape, with the United States pet supplements market serving as the largest and most mature segment. The high rate of pet ownership, particularly among millennials and Gen Z consumers, fuels demand for health-focused products like joint care, multivitamins, and anxiety relief supplements. A strong e-commerce ecosystem and pet specialty retailers offer convenient access to a wide variety of formulations, boosting product visibility and sales. Moreover, increasing collaboration between veterinarians and supplement brands helps enhance product credibility and consumer trust. The presence of key players, frequent product innovations, and growing interest in functional ingredients like probiotics and CBD are further accelerating the growth of the United States pet supplements market.

• Europe

Europe holds a substantial pet supplements market share, particularly in countries such as Germany, the United Kingdom, and France. Consumers in this region are highly conscious of ingredient sourcing, leading to rising demand for organic, vegan, and clean-label supplements. European Union regulations on pet food and supplements promote high safety and quality standards, which favor premium and scientifically backed products. The popularity of preventive pet care and a growing segment of aging pets are also contributing to increased supplement usage. Market players are actively investing in product development that aligns with regional health trends and sustainability goals.

• Asia

Asia-Pacific is emerging as the fastest-growing region in the pet supplements market, driven by rapid urbanization and changing attitudes toward pet care. Countries like China, Japan, and India are witnessing a shift from traditional pet feeding practices to scientifically formulated nutrition, including supplements. Rising disposable incomes, growing pet populations, and digital influence have increased awareness of pet health and wellness. Younger consumers, in particular, are more likely to treat pets as family members and are willing to spend on their holistic care. Multinational companies are expanding into this region, while local brands are focusing on education and customization to cater to diverse consumer needs.KEY INDUSTRY PLAYERS"Key Industry Players Shaping the Market Through Innovation and Market Expansion"

Key industry players in the pet supplements market are actively expanding their product portfolios, investing in R&D, and leveraging e-commerce to meet evolving consumer demands. Many companies are formulating supplements with functional ingredients such as omega-3 fatty acids, CBD, turmeric, and probiotics to address specific health concerns like joint pain, digestive issues, and anxiety in pets. Firms are also focusing on clean-label, organic, and veterinarian-approved formulations to build trust and differentiate themselves in a crowded market. Strategic collaborations with veterinary clinics, pet wellness influencers, and online retailers have enhanced brand visibility and customer engagement. Additionally, manufacturers are increasingly adopting sustainable packaging and transparent sourcing practices, aligning with consumer preferences for environmentally responsible and ethically produced products. These collective efforts are driving innovation and reinforcing consumer confidence in pet supplements as an essential component of preventive pet healthcare.

List Of Top Pet Supplements Companies

• Zesty Paws (U.S.)
• Nutramax Laboratories, Inc. (U.S.)
• PetHonesty (U.S.)
• Bayer AG (Germany)
• Zoetis Inc. (U.S.)
• Nestlé Purina Petcare (Switzerland)
• Virbac (France)
• Food Science Corporation (U.S.)
• NOW Foods (U.S.)
• Ark Naturals (U.S.)

KEY INDUSTRY DEVELOPMENT

March 2025: Nestlé Purina Petcare (Switzerland) announced the launch of an innovative range of plant-based pet supplements designed to support digestive health and immunity in dogs and cats. This development reflects the growing consumer demand for natural and sustainable pet wellness products. The new line emphasizes clean-label ingredients and eco-friendly packaging, aligning with global trends toward health-conscious and environmentally responsible pet care solutions. This strategic move by Nestlé Purina strengthens its position in the competitive pet supplements market and caters to evolving preferences in the United States and other key regions.

REPORT COVERAGE

The report provides an extensive and detailed overview of the global pet supplements market, segmented by product types such as pills/tablets, chewables, powders, and others. It thoroughly analyzes the demand from various end users, including dogs, cats, and other pets, offering insights into consumer behavior, preferences, and trends shaping the market. The study explores key market drivers such as rising pet health awareness and increasing pet ownership, alongside restraining factors like regulatory challenges and high product costs. Opportunities arising from innovations in natural and organic supplements, as well as challenges related to market competition and quality assurance, are also examined.

Regional analysis forms a critical part of the report, focusing on major markets in North America, Europe, and Asia-Pacific, with a particular spotlight on the United States pet supplements market due to its significant size and maturity. The report features profiles of leading industry players, detailing their strategic initiatives, product launches, collaborations, and market expansions. It also evaluates the impact of technological advancements, evolving regulatory environments, and changing distribution channels including online retail and specialty pet stores. Market forecasts and competitive landscape assessments provide valuable guidance for investors, manufacturers, and other stakeholders to make informed decisions and capitalize on emerging trends in the pet supplements market.