Pet Supplement Market Size - By Product, Pet Type, Form, Distribution Channel, Age Group, Industry Analysis, Share, Growth Forecast, 2025 - 2034

Pet Supplement Market Size

The global pet supplement market reached USD 7.1 billion in 2024. The market is expected to grow from USD 7.5 billion in 2025 to USD 12.7 billion in 2034, at a CAGR of 6%.
 

Pet supplement industry across the world is growing steadily, as consumer behaviour is changing towards pet health and well-being. As pet owners keep their pets like their family members, they are investing in preventive healthcare, which is driving the pet care supplements market for the upkeep of pet health. Buyers are looking more towards the benefits that ensure joint health, improve digestion, enhance immunity, and ensure skin and coat health. This trend is found mostly in urban households where pets lead indoor lives, thus boosting the demand for targeted nutritional care.
 

The market for dog supplements is projected to grow as pet ownership and active lifestyle trends increase. In addition, cat products are becoming popular as an increasing number of cat owners are seeking to take care of their cats’ health. Dog and cat supplements include multivitamins, omega fatty acids, probiotics, and supplements with botanical extracts, especially those with clean-label status, such as organic, non-GMO, and gluten-free. The demand for breed-specific and age-specific supplements is growing in the pet supplement market due to an increasing number of pet owners’ appreciation for varying needs associated with pet ownership through different life stages.
 

The pet consumer experience is shifting due to the advance of brand digitalization and online shopping appears to be an effective strategy for advertising pet supplements. Pet owners are relying more on online reviews and social media, and personalized, recommendations when making their buying decision. Veterinary clinics and specialty pet stores still have affluency in providing professional products. The mature markets certainly have high demand; however, there is endless potential in emerging economies with growing rising pet adoption and disposable income levels.
 

The market is, however, limited by regulation clarity, product conformity, and low consumer education in some markets. Those players with an emphasis on scientific evidence, ethical sourcing, and educational promotion are best positioned to build credibility and secure long-term loyalty. The pet supplement industry will continue to grow as wellness-driven lifestyles are extended to pet animals globally.
 

Pet Supplement Market Trends

Human-Grade and Clean-Label Formulations: With an increasing number of consumers turning to supplements made with human-grade, clean-label ingredients, demand for higher standards will shift how formulators develop products for pets. Consumers, much like many other health-oriented consumers, care about clean-label products and sourcing. Clean labels generally exclude artificial colours, artificial flavours, preservatives, GMOs, and fillers.
 

Sourcing and transparency in labelling continue to be drivers in purchases, and brands leveraging publicly available third-party testing or certification, and transparency, gained consumer trust. As awareness grows regarding ingredient safety and the potential impact on the long-term health of pets, clean label supplements are increasingly impacting consumers especially those labelled as premium or wellness across developed and urbanizing markets.
 

Functional and Condition-Specific Supplement: There is evident appeal in supplements by health condition for pets. Pet owners no longer purchase a multi-vitamin but rather look for supplements that specifically address areas like support for joints, digestive health, anxiety relief, cognitive function, skin and coat care, and so forth.
 

Older dogs and cats need specialized products that help with mobility and old-age issues, while puppies and kittens require immunological and growth products. This transition is leading to more product innovation in terms of plans with the formulation of supplements containing glucosamine, turmeric, L-theanine, prebiotics, etc. The feelings of customers for pets living longer and investing in the quality of life revolves around functional nutrition becoming a more predominant factor to the supplement space.
 

Pet Supplement Market Analysis

On the basis of product, the market is segmented into vitamins & minerals, joint health supplements, digestive health supplements, skin & coat supplements, calming & anxiety supplements, and other supplements. vitamins & minerals holds a significant share at a valuation of USD 2 billion in 2024.
 

• Vitamins and minerals will always be the basics of the nutritional spectrum, especially specific products like multivitamins, B-complex vitamins, calcium, and iron.  Products specifically targeting joint health containing glucosamine, chondroitin, MSM, hyaluronic acid, etc., are popular with aging and very active pets.  Products for gut health include pre-biotics/pro-biotics and are definitely trending with an increased understanding of the gut microbiome.
   
• Skin & coat supplements are on trend with pets’ beauty-from-within products have omega-3s and biotin as the frontrunners. Calming products containing CBD will continue to accelerate, as well as immune boosters containing lots of antioxidants, as wellness products. Organ supplements for potential heart, cognitive and liver support are also emerging products for senior pets.
   
• Major drivers in the market are humanization of pets, increased spending on pet wellness, and increased focus on preventive over reactive health care.  The trend in the market overall has been good for clean labels and functional ingredients, as well as formulations developed with veterinarians.
   
• According to the American Pet Products Association (APPA), condition-specific supplements are outpacing general health supplements, and that is being driven in part by educated pet owners looking for solutions. This has allowed brands to develop new products in new forms of delivery and tailored blends, creating an ongoing demand for evidence-based, high-quality products which are based around family pets" evolving health concerns.

On the basis of pet type, the pet supplement market is segmented into dogs, cats, birds, fish, small animals, reptiles, and others. dogs hold the market share of 62.2% in 2024 and is expected to grow at a 5.7% of CAGR during the forecast period.
 

• The global pet supplement industry is dominated by dogs, especially in North America and Europe, where dog ownership rates are the highest. Most medium and large dogs require joint, digestive, and heart supplements due to body size and activity level, while small dogs mostly demonstrate demand for skin and calming products. 
   
• Increased ownership of cats has helped to drive the increase in the feline supplement category, which includes products aiming hairball control, urinary tract health, and immunity. Indoor cats, generally sedentary, benefit from digestive enzymes and calming agents. Increasing acceptance of small mammals, including rabbits by newer consumers has quietly controlled to modest demand for species-specific vitamin drops and mineral blocks. 
   
• Reptiles and fish are one of the niche categories that can require targeted calcium and water-conditioning products. The trend appears to be towards exotic pet wellness and wellbeing. Demand continues to grow especially in Asia and Europe for pets lost into ownership. Brands are responding to multi-species blended pets by extending their focus beyond just dogs and cats. They see the need to link tailored formulations to lesser-served animals. 
   
• Veterinary organizations and online information continue to inform and affect purchasing decisions. As multi-pet households increase in number and owners make greater demands for species-specific supplements, pet supplement manufacturers are developing differentiated offerings for a variety of pet types.
   

On the basis of form, the pet supplement market is segmented into tablets, soft chews, powders, liquid, capsules, treats, and others. soft chews estimated to grasp a value of USD 2.2 billion in 2025 and is expected to grow at a 6.7% of CAGR during the forecast period.
 

• The form of pet supplements is a key consideration for consumers, and palatability, convenience, and absorption are some of the main factors at play. In the pet supplement category, soft chews and treat-style supplements dominate given their taste for pets and ease of use, especially for dogs.
   
• Chewable are typically delivered with functional ingredients designed for joint, skin, and immune health. Powders and liquids can also be very versatile and can be added to food and given to pets that don't take pills well. Liquid drops and suspensions are most popular on cats, small dogs, and other animals such as birds and exotic pets. Capsules and tablets are used widely across condition-specific or higher volume supplements but can often be a problem in palatability. New forms, including sprays, gels, and topicals have started to emerge and is specifically targeting topical solutions for skin and other issues, such as anxiety or stress.
   
• According to AVMA consumers have increasingly valued form factors that reduce stress during administration. Moving forward, successful products will answer the question on not only efficacy, but also how enjoyable and easy the form is for the pet to take.
   

On the basis of distribution channel, the pet supplement market is segmented into veterinary clinics, pet specialty stores, online retail, supermarkets & hypermarkets, pharmacies, and others. veterinary clinics estimated to grab a value of USD 2.2 billion in 2025 and is expected to grow at a 5.2% of CAGR during the forecast period.
 

• Veterinary clinics and pet specialty retailers have dominated the distribution because they can presumably be trusted and are a source of expert consultation. There is visual spike in the marketplace, especially on e-commerce (and/or direct-to-consumer) websites, this online retail market segment is the fastest growing offered convenience of shopping, available and informative details describing the product, and subscription options customized for the buyer.
   
• Supermarkets and pharmacy stores are still targeting the budget conscious consumer, however, do not have the professional veterinarian input. Farm & feed stores still play an important role, especially in rural areas. Grooming salons and pet hotels are other niche distribution connectors starting to emerge towards calmer and wellness supplements.
   
• According to data provided through the APPA, it is reported that online purchases now account for over 40% of supplement purchase sales. Going forward will demand consideration of implementing omnichannel options, that builds trust within person interaction, while combining that to digital convenience. Brands who try to educate consumers, provide easy to navigate product choices, and leverage loyalty through digital form of engagement will win both market share in both developed and emerging markets.      
   

On the basis of age group, the pet supplement market is segmented into Puppy/Kitten, adult, and senior. Adult estimated to grab a value of USD 2.2 billion in 2025 and is expected to grow at a 7.2% of CAGR during the forecast period.
 

• Segmenting by age is critical to the pet supplement category. Each life stage has its own health priorities and opportunities. Supplements allow for the critical development of a puppy or kitten's immune system, bone development, and digestive development, and will typically include colostrum, DHA, calcium, probiotics, and other ingredients. Owners focused on selecting supplements for their puppies and kittens are typically in a phase of supporting growth and preventing disease.
   
• Adult pets are the primary consumers in the segment. Adults are looking for products to support joint health, hydrated skin and coat, and gut balance to support vitality. Adults tend to also use multivitamins and anti-stress supplements that are more about general wellness rather than health needs. Seniors are the most rapidly growing segment. They will see aging-related conditions that range from arthritis to cognitive decline and corresponding organ stresses. Supplements for seniors will typically contain glucosamine, L-carnitine, milk thistle, and antioxidants.
   
• The continued evolution of the pet owner, those over the age of 35, to better understand and research, and purchase supplements that align with their pet’s stage-life, is likely to continue to grow. Brands that offer clearly defined, labelled-stage-based- labelled solutions and teach pet owners about their pet's often different needs will undoubtedly remain competitive in a marketplace that is increasingly unwilling to compromise on health support from prenatal to end-of-life making healthcare decisions that are in the pet's best and least restrictive interests is becoming a non-negotiable.

The pet supplement market is dominated by U.S, which accounted for a revenue of USD 2.2 billion of total revenue in 2024.
 

• In the United States, pet supplements are regulated as animal food, not dietary supplements like their human counterparts. They are monitored and regulated by FDA's CVM under 21 CFR 507 which outlines current good manufacturing practices, CGMPs, for animal food. Pet supplements are subject to accreditation in the same way human supplements are subject to regulations under DSHEA, but they are by far much stricter about recalls, product definition of ingredients, labelling definitions for safety, plus CGMP regulations .
   
• FDA works with the Association of American Feed Control Officials (AAFCO) to establish standard compliance that meets the labelling of pet supplements among the states. Ingredients need to either be Generally Recognized as Safe (GRAS) status or be put through a more complicated food additive process of petition - approval. The FDA does not "preapprove" pet supplements, but they inspect against adulteration, misbranding and labelling, and compliance and enforcement. The USDA works to support quality by regulating the quality of supplements via providing supporting of reviews for the Organic Amino Acid Petition by the organic industry that encourages certified organic ingredient use in pet nutrition.
   
• There is another surveillance occurring with the National Animal Health Monitoring System (NAHMS) while the FDA CVM monitors for regulatory action in support of enforcement of the market. Meanwhile some companies, like Amazon, are blitzing forwards with pet products enforcing GMP and documentation with supplements that share a scientific label claim.  While the regulatory environment for pet supplements is not as stringent as that of human products, clearly the action is moving in that direction.
   
• In conclusion, the key point is that pet supplements in the U.S. are provided in compliance with regulations surrounding animal food and are subject to same food-grade regulatory protocol that enforces including ingredient safety/ quality, product integrity/safety, and consumer transparency.
   

Pet Supplement Market Share

The pet supplement industry is quite detailed and has a dynamic competitive landscape with Nestlé Purina PetCare, Mars Petcare, Zoetis Inc., Nutramax Laboratories, and Zesty Paws as prominent global personalities.
 

Pet supplement manufacturers are actively embracing innovation, education and collaboration with key players in order to gain market share and revenue. In addition, key players are moving away from generic health aids to targeted condition specific products, systems, or protocol-based products related to joint, gut, immunity and anxious pet issues. Almost all brands have some aspect differentiating them in the larger market, which is often utilized to enhance their brand story, or connect them to consumers. Brands are committed to veterinarian formulated products, or product claims relying on clean-label, or scientifically supported ingredients that resonate even more with health involved pet owners.
 

In addition, manufacturers are integrating online connects in order to create some level of consumer trust. Subscriptions, loyalty programs, bundling and personalized supplement bundles are all being driven by the ever-increasing number of digitally native (i.e. pet parents) consumer-oriented availability. Engagement and personal touch to customer connection are further enhanced by using pet wellness apps, digital trackers, and educational and awareness campaigns to foster proactive pet health.
 

Functional treats and multi-benefit chews are quickly gaining popularity as they marry health benefits with palatability and invite continued repeat purchases. The growth of distribution partners, including vet clinics, grooming salons, and pet influencers, are also helping build distribution and credibility for brand partners. The key players are also embracing label transparency, sustainability, and validation certifications (e.g. NSF, NASC, or USDA Organic) to fit into the ever-evolving value set of consumers.
 

Start-ups as well as premium brands are innovatively disrupting established players with custom formulations, DNA-based health assessments, and personalized AI supplement recommendations to offer pet care as a customized experience. These initiatives help not only establish differentiation but also drive increased consumer loyalty and better margins. Overall, the combination of continued pet humanization, label transparency, and technological innovation make for a competitive but growth-enabled landscape for pet supplement manufacturers.
 

Pet Supplement Market Companies

Nestlé Purina PetCare: Nestlé Purina PetCare is a subsidiary of the Nestlé Corporation and provides a line of veterinary supplements called Pro Plan Veterinary Supplements. These supplements, which include Forti Flora and Calming Care, help with digestive health, immune health, and behavioural health. Purina uses science-backed formulations and encourages veterinary professionals to consult them prior to using their supplements, ensuring that their supplements are effective and safe to use. They are dedicated to improving pets' health and putting money into pet research and development.
 

Mars Petcare: Mars Petcare is owned by Mars Inc. and is a leading global player in the pet care market, with roughly 60% of their $50 billion in sales in 2023 attributed to pet care specifically. Mars Petcare has a variety of supplement options across a few brands such as Greenies and Pedigree. Mars Petcare is focused on improving the overall nutrition and health of the pets they serve, with the intent of improving the health of their animals, through scientifically backed products. Mars strives to do this while providing a wide range of products.
 

Zoetis Inc.: Zoetis Inc. is a world-class animal health company focused on making medicines, vaccines, and supplements for pets and livestock. Zoetis has a variety of pet supplements for different health concerns, such as joint health and skin care. Zoetis is a pioneer in research and development of quality pet supplements. Zoetis is also committed to working with veterinarians to provide quality care and innovative supplements for our pets. Zoetis is committed to animal health as shown from their product portfolio.
 

Nutramax Laboratories: Nutramax Laboratories is a U.S.-based company that provides high-quality pet supplements. Nutramax has established itself as a pet supplement manufacturer through its products such as Cosequin and Denamarin. Nutramax prides itself in developing supplements for pets focusing on their joints, livers, and all-round pet health. With scientific research and quality control, Nutramax strives to know and prove that their products are safe and effective. Nutramax has shown its commitment in pet health as established by their product offerings.
 

Zesty Paws: Zesty Paws is a pet supplement company known for providing high-quality science backed supplements divined for various health problems including joint, gut, and immune support. Zesty Paws innovated and offered quality branded ingredients. The Zesty Paws brand has continually expanded its products internationally, launching in the United Kingdom and Europe.
 

Pet Supplement Industry News

• In June 2024, ADM entered the European market with seven turnkey pet wellness product formulas specializing in functional treats and supplements to support digestion and mobility, skin and overall health. ADM's science-based soft chews and supplement powders provide pet owners with innovation and address a growing consumer receptivity for pet wellness and holistic care.
   
• In November 2023, General Mills ventured into the pet supplement space with the acquisition of Fera Pets, Inc. - A veterinarian-founded company that uses science-backed, holistic principles to create pet supplements with high-quality ingredients, and accurate dosages.
   
• In March 2023, Mars Petcare launched versions of Pedigree multivitamins for dogs which marks the company's entry into the pet supplement space. Pedigree Multivitamins are designed to support overall dog health, wellness and wellbeing.
   

The pet supplement market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in (USD Billion) & Volume in (Kilo Tons) from 2021 – 2034 for the following segments:

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Market, By Product

• Vitamins & minerals
  • Multivitamins
  • Vitamin A
  • Vitamin D
  • Vitamin E
  • B- complex vitamins
  • Calcium
  • Iron
  • Other minerals
• Joint health supplements
  • Glucosamine
  • Chondroitin
  • MSM (methylsulfonylmethane)
  • Hyaluronic acid
  • Other joint health ingredients
• Digestive health supplements
  • Probiotics
  • Prebiotics
  • Digestive enzymes
  • Fiber supplements
• Skin & coat supplements
  • Omega-3 fatty acids
  • Omega-6 fatty acids
  • Biotin
  • Zinc
  • Immune support supplements
  • Antioxidants
  • Immune boosters
• Calming & anxiety supplements
  • CBD-based supplements
  • Natural calming agents
• Other supplements
  • Heart health
  • Liver support
  • Kidney support
  • Cognitive health

Market, By Pet Type

• Dogs
  • Small
  • Medium
  • Large
• Cats
  • Indoor cats
  • Outdoor cats
• Birds
• Fish
• Small animals
  • Rabbits
  • Guinea pigs
  • Hamsters
  • Other small animals
• Reptiles
• Others

Market, By form

• Tablets
  • Chewable tablets
  • Regular tablets
• Soft chews
• Powders
• Liquid
  • Liquid drops
  • Liquid suspensions
• Capsules
• Treats
• Others
  • Gels
  • Sprays
  • Topical applications

Market, By Distribution channel

• Veterinary clinics
• Pet specialty stores
• Online retail
  • E-commerce platforms
  • Direct-to-consumer websites
• Supermarkets & hypermarkets
• Pharmacies
• Others
  • Farm & feed stores
  • Grooming salons
  • Pet hotels & boarding

Market, By Age group

• Puppy/kitten
• Adult
• Senior

The above information is provided for the following regions and countries:

• North America 
  • U.S.
  • Canada
• Europe 
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific 
  • China
  • India
  • Japan
  • Australia
  • South Korea
  • Rest of Asia Pacific
• Latin America 
  • Brazil
  • Mexico
  • Argentina
  • Rest of Latin America
• Middle East and Africa 
  • Saudi Arabia
  • South Africa
  • UAE
  • Rest of MEA