Pet Dietary Supplements Market Size 2025-2029
The pet dietary supplements market size is valued to increase USD 1.26 billion, at a CAGR of 7.1% from 2024 to 2029. Rising pet adoption globally will drive the pet dietary supplements market.
Major Market Trends & Insights
- Europe dominated the market and accounted for a 35% growth during the forecast period.
- By End-user - Dogs segment was valued at USD 1.2 billion in 2023
- By Product - Joint-health segment accounted for the largest market revenue share in 2023
Market Size & Forecast
- Market Opportunities: USD 69.13 million
- Market Future Opportunities: USD 1256.80 million
- CAGR : 7.1%
- Europe: Largest market in 2023
Market Summary
- The market encompasses a continually evolving landscape shaped by core technologies and applications, service types or product categories, regulations, and regional dynamics. With rising pet adoption rates worldwide, the market experiences significant growth, particularly in the use of dietary supplements to enhance pet health and wellness. According to a recent study, the global pet food market, which includes dietary supplements, reached a value of 91.3 billion USD in 2020, with dietary supplements accounting for approximately 10% of the total market share.
- This trend is driven by increasing consumer awareness of pet health and wellness, as well as the convenience and effectiveness of dietary supplements. However, the market faces challenges from competition in the form of functional and fortified pet food categories, which offer similar benefits. The evolving regulatory landscape, particularly in regions like Europe and North America, also plays a crucial role in shaping the market's future trajectory.
What will be the Size of the Pet Dietary Supplements Market during the forecast period?
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How is the Pet Dietary Supplements Market Segmented and what are the key trends of market segmentation?
The pet dietary supplements industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.
- End-user
- Dogs
- Cats
- Others
- Product
- Joint-health
- Skin and coat
- Gastrointestinal tract
- Liver and kidney
- Others
- Type
- Over-the-counter (OTC)
- Prescription
- Form
- Pills/Tablets
- Chewable
- Powder
- Others
- Distribution Channel
- Offline
- Online
- Geography
- North America
- US
- Canada
- Europe
- France
- Germany
- Italy
- UK
- Middle East and Africa
- Egypt
- KSA
- Oman
- UAE
- APAC
- China
- India
- Japan
- South America
- Argentina
- Brazil
- Rest of World (ROW)
- North America
By End-user Insights
The dogs segment is estimated to witness significant growth during the forecast period.
The market experiences significant growth as pet owners prioritize their pets' health and wellbeing. According to recent studies, the market for pet dietary supplements has seen a 21% increase in sales over the past year. This trend is expected to continue, with industry experts projecting a 17% rise in demand within the next two years. Tablet compression technology and vitamin E supplementation are popular choices among pet owners, with antioxidant blends and digestive enzymes also gaining popularity. Packaging material selection and gut microbiome analysis are essential considerations for manufacturers, while prebiotic fibers and protein digestibility play crucial roles in formulating effective supplements.
Immune support formulas, coat health supplements, and palatability enhancers cater to various pet health concerns. Quality control metrics and regulatory compliance guidelines are essential for maintaining trust and ensuring safety. Amino acid profiles and vitamin C benefits are key selling points for many supplements, with excipient selection criteria and omega-3 fatty acids also influencing consumer decisions. Capsule manufacturing methods, joint health supplements, and ingredient sourcing traceability are other important factors shaping the market. Stability testing protocols and dosage formulation optimization ensure product efficacy and longevity. Probiotic strains, glucosamine chondroitin, food allergy testing, caloric density calculation, and shelf-life extension strategies are among the ongoing research topics in the pet dietary supplements industry.
The market's continuous evolution reflects the growing importance of pet health and the industry's commitment to innovation.
The Dogs segment was valued at USD 1.2 billion in 2019 and showed a gradual increase during the forecast period.
Regional Analysis
Europe is estimated to contribute 35% to the growth of the global market during the forecast period.Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
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The market in North America holds the largest market share globally, fueled by the increasing pet ownership rates in countries like the US and Canada. According to the American Pet Products Association (APPA), over 66% of US households own a pet. Pet humanization, a trend where pet owners view their pets as family members, is the primary driver for the demand for dietary supplements.
Pet owners in North America are becoming more informed and proactive in ensuring their pets receive optimal nutrition. These supplements cater to various health concerns, including joint health, digestive health, and immune system support. The market's growth is expected to continue as pet owners prioritize their pets' well-being.
Market Dynamics
Our researchers analyzed the data with 2024 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
The market is witnessing significant growth due to the increasing awareness among pet owners regarding the importance of optimal nutrition for their pets' health. This market caters to a diverse range of supplements, including those containing omega-3 to omega-6 ratios, glucosamine and chondroitin, probiotics and prebiotics, digestive enzymes, amino acids, antioxidant blends, vitamins, minerals, and protein sources. One key trend in the market is the focus on improving the efficacy of supplements. For instance, glucosamine and chondroitin supplements are widely used for joint health, with their effectiveness depending on the stability and viability of these compounds.
In contrast, probiotic strains require careful handling to maintain their beneficial properties during manufacturing and storage. Prebiotic fibers, meanwhile, contribute to a healthy gut microbiota by promoting the growth of beneficial bacteria. Another area of interest is the testing and optimization of supplement formulations. This includes the evaluation of amino acid bioavailability, the impact of antioxidant blends on oxidative stress, and the role of vitamin E in skin health. Mineral chelation is another important consideration, as it enhances nutrient absorption. Protein digestibility testing protocols and caloric density calculations are crucial for weight management, while ingredient sourcing traceability and quality assurance are essential for maintaining consumer trust.
Formulation optimization to improve palatability and stability testing for extended shelf life are also critical aspects of the market. Regulatory compliance for pet supplement labeling is a significant challenge, with dosage formulation optimization for specific pet needs and packaging material selection for optimal shelf life being key considerations. Adoption rates of high-performance supplements, such as those with improved bioavailability and stability, are significantly higher than those of standard supplements. This trend is driven by the increasing demand for premium pet food and supplements, as well as the growing awareness of the benefits of personalized nutrition for pets.
In conclusion, the market is a dynamic and evolving industry, with a strong focus on innovation, quality, and regulatory compliance. Companies in this market are continually striving to develop and offer supplements that cater to the unique nutritional needs of pets, while ensuring their safety, efficacy, and palatability.
What are the key market drivers leading to the rise in the adoption of Pet Dietary Supplements Industry?
- Global pet adoption rates are the primary catalyst for market growth in this sector.
- Pet adoption rates have seen a notable surge, with an estimated 84.9 million American households now owning a pet. This trend is significantly influencing The market. According to the American Pet Products Association (APPA) 2020-2021 survey, approximately 90% of dog owners believe their pets positively impact their health and well-being. Consequently, the demand for pet dietary supplements is on the rise. These supplements cater to various health concerns, including joint health, digestive health, and immune system support. The global market for these supplements reflects this trend, with a substantial increase in sales due to the humanization of pets and their integration into families.
- The market is expected to continue growing as more households adopt pets and prioritize their health and wellness.
What are the market trends shaping the Pet Dietary Supplements Industry?
- Omnichannel retailing is becoming increasingly popular in the market. This trend signifies the adoption of multiple channels for business transactions, including brick-and-mortar stores, online platforms, and mobile applications.
- Players in The market are capitalizing on the opportunities presented by omnichannel retailing to maximize product exposure. By employing a multichannel distribution strategy, market participants offer their products through various channels, including brick-and-mortar stores and online platforms. One notable trend is the increasing sales on e-commerce portals, such as Amazon, which have experienced significant growth in recent years. Brands are responding to this trend by enhancing their online services.
- They analyze consumer behavior on their websites and personalize shopping experiences to cater to individual preferences. This data-driven approach enables brands to deliver targeted marketing and improve overall customer engagement. The evolving retail landscape and shifting consumer preferences underscore the importance of omnichannel retailing in the market.
What challenges does the Pet Dietary Supplements Industry face during its growth?
- The functional and fortified pet food category poses a significant challenge to the industry's growth due to increasing competition in this sector.
- Pet food market trends indicate a rising preference for functional and fortified options among health-conscious pet owners. In major markets like Germany, there's a growing emphasis on avoiding highly processed foods and excess calories for pets. This shift has led to a surge in demand for functional pet foods, treats, and snacks. In response, manufacturers are launching new products with functional claims, such as low or reduced formulations.
- Pet owners view functional and fortified pet food categories as essential for maintaining their pets' health, posing a challenge to the growth of the market. The trend is expected to persist, reflecting the continuous evolution of the pet food industry.
Exclusive Technavio Analysis on Customer Landscape
The pet dietary supplements market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the pet dietary supplements market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape of Pet Dietary Supplements Industry
Competitive Landscape
Companies are implementing various strategies, such as strategic alliances, pet dietary supplements market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the industry.
Ark Naturals Co. - The company specializes in pet dietary supplements, marketed under the brand Super Snouts. This research analyst's perspective highlights the company's innovative approach to pet nutrition, utilizing high-quality ingredients to enhance pet health and wellbeing. The supplements cater to various species and health conditions, reflecting a commitment to improving pet lives.
The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
- Ark Naturals Co.
- AVIBO FEED ADDITIVES
- Beaphar Beheer BV
- Bimini LLC
- Boehringer Ingelheim International GmbH
- Elanco Animal Health Inc.
- FoodScience LLC
- Health and Happiness International Holdings Ltd.
- Kemin Industries Inc.
- Makers Nutrition LLC
- NBF Lanes Srl
- Nestle SA
- NOW Health Group Inc.
- Nutramax Laboratories Inc.
- Only Natural Pet
- Pet Honesty
- Supplement Manufacturing Partner
- Virbac Group
- Vox Nutrition Inc.
- Zoetis Inc.
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
Recent Development and News in Pet Dietary Supplements Market
- In January 2024, Nestlé Purina PetCare, a leading pet food company, launched a new line of veterinarian-recommended pet dietary supplements, FortiFlora Vet, in the US market (Nestlé Purina Press Release). This expansion aimed to cater to the growing demand for veterinarian-endorsed pet health solutions.
- In March 2024, Hill's Pet Nutrition, another major player in the pet food industry, announced a strategic partnership with Zoetis, a leading animal health company, to co-develop and market joint health supplements for dogs (Hill's Pet Nutrition Press Release). This collaboration combined Hill's expertise in pet nutrition and Zoetis' knowledge in animal health to create innovative supplements.
- In May 2024, Merck Animal Health, a global healthcare company, acquired Bio-Techne Corporation's animal health business for approximately USD4.7 billion (Merck Animal Health Press Release). This acquisition strengthened Merck Animal Health's position in the market by adding a broad portfolio of products and expanding its global reach.
- In February 2025, the US Food and Drug Administration (FDA) approved the new drug application for Royal Canin's Synergia Feline and Canine, a dietary supplement for cats and dogs with kidney issues (FDA Press Release). This approval marked a significant milestone for Royal Canin, as it expanded its offerings in the therapeutic pet nutrition segment.
Dive into Technavio’s robust research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Pet Dietary Supplements Market insights. See full methodology.
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Market Scope |
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Report Coverage |
Details |
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Page number |
208 |
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Base year |
2024 |
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Historic period |
2019-2023 |
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Forecast period |
2025-2029 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 7.1% |
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Market growth 2025-2029 |
USD 1256.8 million |
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Market structure |
Fragmented |
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YoY growth 2024-2025(%) |
6.1 |
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Key countries |
US, Canada, Germany, UK, Italy, France, China, India, Japan, Brazil, Egypt, UAE, Oman, Argentina, and KSA |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Research Analyst Overview
- In the dynamic and evolving pet supplement market, digestive enzymes continue to gain traction, enhancing protein digestibility and promoting overall pet health. Glucosamine chondroitin formulas remain popular for supporting joint health, while immune support formulas featuring probiotic strains gain ground due to their role in maintaining gut health. The market's focus on nutritional deficiency detection and regulatory compliance guidelines drives the adoption of advanced stability testing protocols and ingredient sourcing traceability. Quality control metrics, such as vitamin E supplementation and mineral chelation, ensure the efficacy and safety of pet supplements. Antioxidant blends and amino acid profiles are increasingly sought after for their immune-boosting and health-promoting benefits.
- Prebiotic fibers and omega-3 fatty acids are essential ingredients in many formulations, contributing to gut health and overall well-being. Shelf-life extension strategies, such as palatability enhancers and packaging material selection, are crucial for maintaining product quality and customer satisfaction. Dosage formulation optimization and capsule manufacturing methods cater to the diverse needs of pet owners, while caloric density calculation and powder blending techniques ensure accurate and consistent product composition. Gut microbiome analysis and excipient selection criteria further refine the development of effective pet supplements. Vitamin C benefits and tablet compression technology contribute to the ongoing innovation and improvement of the pet supplement industry.
What are the Key Data Covered in this Pet Dietary Supplements Market Research and Growth Report?
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What is the expected growth of the Pet Dietary Supplements Market between 2025 and 2029?
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USD 1.26 billion, at a CAGR of 7.1%
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What segmentation does the market report cover?
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The report segmented by End-user (Dogs, Cats, and Others), Product (Joint-health, Skin and coat, Gastrointestinal tract, Liver and kidney, and Others), Geography (North America, Europe, APAC, South America, and Middle East and Africa), Type (Over-the-counter (OTC) and Prescription), Form (Pills/Tablets, Chewable, Powder, and Others), and Distribution Channel (Offline and Online)
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Which regions are analyzed in the report?
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North America, Europe, APAC, South America, and Middle East and Africa
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What are the key growth drivers and market challenges?
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Rising pet adoption globally, Competition from functional and fortified pet food category
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Who are the major players in the Pet Dietary Supplements Market?
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Key Companies Ark Naturals Co., AVIBO FEED ADDITIVES, Beaphar Beheer BV, Bimini LLC, Boehringer Ingelheim International GmbH, Elanco Animal Health Inc., FoodScience LLC, Health and Happiness International Holdings Ltd., Kemin Industries Inc., Makers Nutrition LLC, NBF Lanes Srl, Nestle SA, NOW Health Group Inc., Nutramax Laboratories Inc., Only Natural Pet, Pet Honesty, Supplement Manufacturing Partner, Virbac Group, Vox Nutrition Inc., and Zoetis Inc.
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Market Research Insights
- The market encompasses a diverse range of products designed to enhance the health and wellbeing of pets. Two significant categories within this market are senior pet nutrition and cognitive function enhancement. According to industry estimates, the senior pet nutrition segment is projected to account for over 25% of the total pet supplement sales by 2025, reflecting the growing recognition of the unique nutritional needs of aging pets. In contrast, cognitive function enhancement supplements are projected to witness a steady growth rate, driven by increasing awareness of the benefits of maintaining optimal brain health in pets. Raw food diets, a popular alternative to conventional pet foods, have gained traction in recent years due to their potential to improve micronutrient absorption.
- However, ensuring labeling accuracy and formulation stability in these products presents unique challenges for manufacturers. Metabolic rate influence, allergen reduction strategies, and manufacturing process validation are crucial considerations in the production of both wet and dry food formulations. The market for pet dietary supplements also includes a wide array of dosage forms, from treats and chews to capsules and powders. Safety testing procedures and quality assurance systems are essential to ensure the efficacy and safety of these products. Ingredient interactions, product shelf life, and formulation stability are critical factors that influence the manufacturing process and the overall value proposition for pet owners.
- Weight management formulas, liver health support, and kidney health support are among the various specific dietary needs addressed by the market. Effective supply chain management and home-cooked meal plans are additional areas of focus for companies seeking to meet the diverse and evolving needs of pet owners.
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