Pet Supplements Market Size, Share & Trends Analysis Report By Type (Over-the-counter (OTC), Prescription), By Pet Type (Dogs, Cats), By Form (Pills/Tablets, Powders), By Application, By Distribution Channel, By Region, And Segment Forecasts, 2023 - 2030

Report Overview

The global pet supplements market size was estimated at a value of USD 2.02 billion in 2022 and is expected to grow compound annual growth rate (CAGR) of 5.9% from 2023 to 2030. The rising demand for the market can be attributed to the rise in pet humanization which has led to consumers spending significantly on pet food, supplements, and other related products to keep them active, and healthy. Supplements enhance concentration, focus, and energy levels in pets, strengthen their immune system, and improve heart health. Anti-stress, anti-anxiety, or calming supplements are also witnessing high demand and are anticipated to gain further traction among pet owners. Pet owners across the globe have been spending significantly on their pets’ well-being and nutrition. According to an article published by Insurance Information Institute, Inc., the total pet industry expenditure in the U.S. was USD 123.6 billion in 2021, up 19% from USD 103.6 billion in 2020. In addition, owing to various health issues such as arthritis, canine parvovirus, diabetes mellitus, and distemper among pets, pet owners are increasingly using calming supplements, which primarily contain ingredients such as hemp oil and cannabis, which is expected to support the market growth. Private label pet supplement companies have been experiencing a notable trend in recent years. As more pet owners seek specialized and personalized products for their furry companions, private-label brands have emerged to meet this demand.

The increasing number of pets across the globe is driving the demand for pet supplements. For instance, according to the U.S. Pet Food Industry’s pet ownership study, in 2020, pet ownership rose from 67% of households to an all-time high of 70%, as confirmed by the American Pet Product Association APPA. These statistics foretell high market growth over the forecast period.

Increased spending on pet care across the globe is one of the major factors propelling market growth. Pet owners are willing to spend a lot of money to ensure the health of their pets, which has led to an increase in the health expenditure of pets. A study by the Consumer Expenditure Survey of the Bureau of Labor Statistics estimates that from 1996 to 2012, the spending on pets increased by 60%. For instance, according to the 2020 statistics report by the American Pet Products Association, a total of USD 103.6 billion was spent on pets in the U.S. in 2020, for which, the majority sales breakdown was as follows: pet food & treats USD 42.0 billion.

Most services and stores for dog, cat, bird during the COVID-19 outbreak were shut owing to government advisories against frequent trips to the supermarket and other physical stores. As a result, an increasing number of people began looking for food delivery options for these animals. The emergence of such innovative avenues is one of the few winners in an otherwise devastating COVID-19 crisis. Online shopping for food increased by 20% during the pandemic in the U.S., as reported by the American Pet Products Association (APPA) in June 2021. Prior to the COVID-19 crisis, 60% of animal owners in the country bought supplies such as food, medicines, from offline brick-and-mortar stores.

Pet supplements provide essential nutrients that help improve the immune system and reduce the risk of heart diseases, cancer, inflammation, and diabetes. In addition, these supplements such as fish oil, biotin, and amino acid improve skin health and enhance the ability to fight common problems, such as bacterial infection, itchy skin, and environmental allergies. They also improve cognitive development by providing antioxidants such as vitamin E, vitamin C, L-Carnitine, and Coenzyme Q-10.

Moreover, according to a June 2021 statistics report by the American Pet Products Association (APPA), spending on dogs, cats increased during the COVID-19 pandemic, with 35% of pet owners stating they spent more on supplies-including food, wellness-related products, and other body care items compared to 2019. These statistics show that the market for pet supplements has great potential across the region, as well as the globe. Moreover, a number of these products beneficial for different health problems are available in the market.

Type Insights

Over-the-counter (OTC) pet supplements dominated the market and held the largest revenue share of 86.71% in 2022. The segment is expected to maintain dominance over the forecast period as these supplements are easily available either supporting a particular aspect of a pet's health or provide specific nutrients. Moreover, these supplements are quite popular and are readily & easily available at a relatively affordable price. Additionally, a wide range of pet supplements is available through various distribution channels, including online retailers, supermarkets & hypermarkets, pet stores, and others. Some of the most popular over-the-counter supplements consumer purchase for their pets include joint supplements, omega-3 supplements, multivitamins, probiotics, and others.

The prescription pet supplements is expected to register CAGR of 6.4% in market during the forecast period from 2023 - 2030. Prescription pet supplements are formulated to target specific health concerns. This approach enables the treatment of the complex medical conditions in pets, thus resulting in increased adoption and market growth. Prescription supplements are safe, effective, and backed by clinical trials and scientific research. Moreover, prescription supplements go through rigorous quality control standards, ensuring the efficacy and safety of these supplements.  Zoetis and Elanco are the two largest supplement companies among others that provide prescription pet supplements.

Pet Type Insights

The dogs supplements dominated the market for pet supplements and held the largest revenue share of 44.30% in 2022. The dog supplements is also expected to maintain dominance over the forecast period. Dogs are the most popular pets around the world and the adoption rate of dogs is extremely high. According to National Pet Owners Survey conducted by the American Pet Products Association 69.0 million households in the U.S. own a dog. Companies have been introducing new supplements for dogs, which will further propel market growth over the forecast period. For instance, in October 2021, Greenies, a brand of Mars and Affiliates, launched a line of dog supplements targeting mobility, immune system support, and skin and coat health. These products are free from artificial flavors, artificial preservatives, and fillers and are formulated with high-quality ingredients.

However, the cats’ segment is projected to register CAGR of 6.1% in the market for pet supplements from 2023 to 2030. It has been observed that cats provide greater comfort and companionship to their owners, which in turn has increased the demand for cat food products including supplements. According to an article published in CNN health, in November 2021, approximately 30% of the American public suffers from insomnia and at least 25 million adults suffer from obstructive sleep apnea, and sleeping with cats might help perpetuate insomnia. Thus, the benefits of owning a cat have been boosting their adoption and hence, creating opportunities for the segment.

Form Insights

Chewables is one of the most preferred forms of supplements around the world, accounted for approximately 73.88% of global revenue in 2022. Various pet animals including cats, and dogs have a hard time swallowing tablets/capsules, or just don’t like the sensation. In such cases, chewable supplements are an ideal form as intuitively animals are bound to chew any kind of food, which in turn, is driving this segment’s growth. A huge benefit of chewable products is their ability to be absorbed in the stomach like food. Chewing exposes the food to saliva which contains digestive enzymes that break it down the longer they are chewed, the more opportunity these enzymes have to deconstruct it. Hence, chewable supplements offer complete absorption and allow the absorption of nutrients.

The powder form is anticipated to register a faster CAGR of 6.5% from 2023 to 2030. Supplements in powder form are absorbed more quickly than tablets or pills, are easy to consume, and can be easily mixed into foods and beverages. Such factors are expected to increase product visibility among animal owners, resulting in the growth of powder-based products over the forecast period. Key players offer a wide range of powder-based products. For instance, NOW Foods offers pet supplements in powder form that support cardiovascular system health in both cats and dogs.

Application Insights

The hip and joint segment dominated the market for pet supplements and held the largest revenue share of more than 50.78% in 2022 and is expected to maintain its dominance over the forecast period. Excessive joint pains can lead to limping, stiffness, reluctance to do things, stress, and anxiety in pets, which can be serious health problems related to overall health. Many of the supplements pertaining to joints comes with soothing ingredient such as glucosamine and chondroitin which help protect the joints from severe wear and tear and also prevent arthritis. Several dogs and cats are given supplements containing omega-3 fatty acids as these offer anti-inflammatory benefits. These factors are expected to drive the demand for supplements that address hip and joint issues.

The skin and coat segment is projected to register CAGR of 6.2% during the forecast period from 2022 to 2030. Pet supplements for skin and coat are gaining momentum as several owners have reported skin issues in their pets such as hair loss, dry skin, self-inflicted wounds, inflammation, and dandruff, which can result from constant itching and scratching. Skin supplements offer nourishment to the pets’ skin and relieve dryness. Ingredients such as omega-3 and omega-6 fatty acids, coconut oil, zinc, vitamins, minerals, and other powerful antioxidants offer regular nourishment to skin. Increasing concerns among the owner towards overall wellbeing of their pet is driving the demand for these products in the market.

Distribution Channel Insights

The offline distribution channel dominated the market for pet supplements and accounted for the largest revenue share of around 88.6% in 2022. Offline channel includes supermarkets/hypermarkets, convenience stores, and local shops. The increasing availability of a wide range of supplements such as multivitamins, omega 3, and skin and coat care products in such stores also plays a key role in driving segment’s growth. For instance, in July 2020, Carrefour, the French supermarket chain, launched a new concept pet store in Paris in collaboration with Invivo Retail’s pet care brand Noa. The concept retail store offers a broad selection of full-body care products including supplements.

The online distribution channel is anticipated to register a CAGR of 8.6% in the market for pet supplements from 2023 to 2030. The availability of a wide range of domesticated animal’s food and necessities and the increasing customer loyalty through “Subscribe and Save” programs are expected to drive the online channel segment. For instance, Chewy; Petco Animal Supplies, Inc.; BestVetCare.com; and Amazon are major trusted online suppliers of supplements for animals including dogs, cats, fish, and birds.

Regional Insights

North America dominated the market for pet supplements and accounted for the largest revenue share of 44.60% in 2022. The rising number of owners of these animals, the growing concerns for these animals, and the increasing awareness among owners about various health risks are the major factors driving the growth of the North America market. According to the National Pet Owners Survey, in 2019, 67% of U.S. households owned domesticated animals, which has increased from 56% in 1988. Further, the rising tendency of these owners to improve the immune systems of their pets, strengthen their bones, improve digestion, and treat various skin allergies is also driving the demand for such supplements in North America.

In the Asia Pacific, the market is expected to witness a CAGR of 6.6% from 2023 to 2030. The increasing perception among owners that food alone might not meet all the health requirements of their pets and supplements can address any deficiencies in their daily diet is favoring the growth of these products for animals. Additionally, the growing population of domesticated dogs, fishes, birds, and cats in the region, particularly in China and Australia, is expected to further enhance the demand for the market.

China is one of the major producers as well as exporters of pet food items and related products, and, therefore, has an established distribution channel for these products across the country. The popularity of dogs, cats, and birds as pets has increased in recent years. The presence of several manufacturers of supplements for various animals such as cats, dogs, fishes, and birds has resulted in the availability of a variety of product options for consumers in the country. In recent years, China has been notably influenced by western culture, particularly the trend of owning pets. According to a white paper published by the China Pet Industry Association, the number of dogs and cats, the most commonly kept pets in Chinese cities, stood at 100.8 million in 2020.

India has a high acceptance of dogs as pets, a trend that is becoming increasingly popular among the young generations. According to the article published by Pawsome Advice in August 2021, India has one of the highest population of dogs accounting to 10.2 million dogs. This high rate of pet adoption and the growing willingness to spend money on pets is expected to benefit the market. Consumers are contemplating giving their pets supplemental nutrition, along with home-cooked meals.

Europe holds a significant market share of 25.91% in the market for pet supplements in 2022 and is projected to expand at a CAGR of 5.7% during the forecast period from 2023 -2030. Europe is among the largest region in terms of pet owners, which favors the market growth for pet supplements. Europe houses a significant number of manufacturing facilities that are apt for the pet food industry, which, in turn, has increased the availability of pet supplements in the European market.

The growing millennial and Gen Z population in Germany is expected to generate a noteworthy growth in pet ownership, thereby driving the growth of the Germany pet supplements industry. Most millennials in the country own either a cat or dog and look at their pets as the first step in forming a family and easing into parenthood. Such behavioral patterns among consumers have been gradually increasing pet ownership, which is driving the Germany pet supplements market growth.

The increasing awareness of pet dietary supplements that are primarily formulated to enhance the nutritive balance for pets is the key factor driving their demand. U.K. is known as a country of pet lovers. Government regulations and animal rescue organizations working toward preventing animal cruelty, promoting kindness toward animals, and alleviating the suffering of animals have increased the pet welfare and adoption rate in the country, which favors the market growth of pet supplements in the U.K.

Key Companies & Market Share Insights

Key companies undertake various strategies to gain a competitive advantage over others. For instance,

• In October 2021, Zesty Paws launched in Canada in partnership with PetSmart and Amazon. This move marked Zesty Paws’ international expansion.

• In March 2023, Mars Petcare is set to enter the supplements category by introducing Pedigree Multivitamins. This new product line consists of three types of soft chews specifically designed to meet the essential needs of pets. The Pedigree Multivitamins aims to support immunity, promote healthy digestion, and provide joint care for pets.

• In March 2022, Virbac launched two new Veterinary HPM wet diets formulated to help prevent and manage feline lower urinary tract disease (FLUTD), a major health concern in cats.

• In February 2022, Virbac announced the launch of its first line of pet food- Veterinary HPM Pet Nutrition, formulated for spayed and neutered animals. The product line includes two cat foods and four dog foods, available in six different formulas and customized to fit pets’ needs based on age and size.

• In July 2020, Virbac launched Tramvetol, an injectable solution for treating acute and chronic pain in dogs.

• In April 2020, Virbac launched an internal and external selamectin-based parasiticide for domestic dogs and cats in North America and Australia.

• In April 2020, Nestlé Purina Petcare acquired Lily's Kitchen, a U.K.-based natural pet food brand, to expand its product portfolio and offering in the U.K. market.

The key companies operating in the global pet supplements market are as follows:

• Nestlé

• FOODSCIENCE

• Ark Naturals

• NOW Foods

• Virbac

• Zoetis

• Bayer AG

• Pet Honesty

• Nutramax Laboratories

• Zesty Paws

Recent Development

• In July 2023, Purina, a subsidiary of Nestlé, announced the completion of a USD 182 million factory expansion in King William, Virginia. The expansion of the litter facility would help the company in increasing the capacity of new litter products, as well as address the rising consumer demand in North America for cat litter solutions

• In June 2023, Purina Pro Plan Veterinary Supplements introduced the Joint Care soft chew supplement, aimed at supporting the mobility and healthy cartilage & joints in puppies and dogs of all sizes and breeds. The product contains hyaluronic acid, collagen, chondroitin sulfate, and glucosamine, as well as omega-3 fatty acids for supporting normal inflammatory response in joints due to natural aging

• In June 2023, Zoetis announced that the US FDA had provided approval for Apoquel Chewable (oclacitinib chewable tablet). The tablet has been developed to control pruritus that is associated with allergic dermatitis, along with control of atopic dermatitis, in dogs at least 1 year of age

• In May 2023, Zoetis received approval for the Librela (bedinvetmab injection) treatment from the US FDA, indicated for controlling pain due to osteoarthritis in dogs. The injection, which is to be administered once per month, targets Nerve Growth Factor (NGF), which is a major component of osteoarthritis pain. Librela has shown in two field studies that it reduces OA pain in dogs when compared to placebo, thus improving their quality of life

• In December 2022, Nutramax Laboratories Veterinary Sciences announced positive results with regards to the Cobalequin oral cobalamin supplement with the metabolically active folate (5-MTHF). Cobalamin, or vitamin B12, is a vital nutrient to maintain cell function in dogs. The Cobalequin supplement can be potentially beneficial in dogs suffering from hypocobalaminemia, also called as cobalamin deficiency

• In August 2022, Zesty Paws launched its first product range for puppies, which includes supplements, a milk replacer, and training treats. The products are - Puppy Calming Bites, Composure & Relaxation; Puppy Aller-Immune Bites; Training Bites; Puppy 8-in-1 Multivitamin Bites; and Puppy Milk Replacer

• In February 2022, Virbac launched ‘VETERINARY HPM Spay & Neuter Diets’ in the United States. The product, launched for spayed and neutered cats and dogs, has been made available in 6 formulas, and is distributed through Virbac's iVet.com e-commerce platform, as well as through veterinarians

Pet Supplements Market Report Scope

Global Pet Supplements Market Report Segmentation

This report forecasts revenue growth at the regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global pet supplements market report based on type, pet type, form, application, distribution channel, and region:

• Type Outlook (Revenue, USD Million, 2017 - 2030)

  • Over-the-counter (OTC)

  • Prescription

• Pet Type Outlook (Revenue, USD Million, 2017 - 2030)

  • Dogs

  • Cats

  • Others

• Form Outlook (Revenue, USD Million, 2017 - 2030)

  • Pills/Tablets

  • Chewables

  • Powders

  • Others

• Application Outlook (Revenue, USD Million, 2017 - 2030)

  • Skin & Coat

  • Hip & Joint

  • Digestive Health

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

  • Online

  • Offline

• Regional Outlook (Revenue, USD Million, 2017 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • Germany

    • U.K.

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • Africa