Pet Supplements Market Sales to Top USD 4,285 Mn in Revenues by 2033

Introduction

The global pet supplements market is projected to grow from USD 2,379 million in 2023 to USD 4,285 million by 2033, demonstrating a compound annual growth rate (CAGR) of 6.1% during the forecast period. This significant growth is driven by a variety of factors including the increasing humanization of pets, a trend intensified during the COVID-19 pandemic with a rise in pet adoptions and the surge in online sales of pet products.

Several key factors contribute to the expansion of this market. The aging pet population, rising veterinary care costs, and the growing number of single-person households have prompted pet owners to seek alternative wellness options, including supplements, for their pets’ health. The rise in pet humanization has been particularly noticeable, with pets increasingly being seen as integral family members, especially among younger generations, which has influenced market growth positively.

Moreover, the market is experiencing a shift in the distribution channels. While the offline channels currently dominate, accounting for the majority of sales due to their wide range of available products, online sales channels are expected to grow at a faster rate, driven by the convenience and the expanding digital engagement of millennials who are significant pet owners. Key players in the market include companies like Mars Petcare, Nestlé Purina PetCare, and Hill’s Pet Nutrition, which offer a range of products from hip and joint supplements to skin and coat enhancers.

Challenges in the market include navigating regulatory environments across different regions and competing with a wide array of existing and new entrants in the market. Additionally, there is a rising consumer preference for natural and organic supplements, reflecting broader consumer trends toward healthier and more sustainable products.

Recent developments have seen an increase in products focusing on specific health benefits, such as digestive health, and joint mobility, driven by consumer demand for targeted solutions to common health issues in pets. Innovations in product offerings, such as the introduction of chewables and powders that are easier for pets to ingest, are also helping to drive market growth.

Nestlé Purina PetCare is expanding its operations with a substantial investment of $550 million to build a new pet food factory in Ohio, designed to be the most technologically advanced with a focus on sustainability, including efforts to use 100% renewable electricity and achieve zero environmental impact by 2030. Nestlé invested $450 million in a new pet food plant in North Carolina to meet the growing demand for high-quality, nutritious pet foods.

Zoetis has been focusing on expanding its leadership in animal health with a comprehensive growth strategy that includes innovations in dermatology, pet parasiticides, and new therapies for diseases like renal disease and cardiology. The company is driving growth through its robust R&D pipeline and strategic investments aimed at expanding its billion-dollar franchises and entering new market segments.

Elanco completed a major acquisition of Bayer Animal Health, valued at $6.89 billion, enhancing its innovation portfolio and expanding its product offerings across both pet and farm animal sectors. This acquisition is expected to deliver significant synergies and strengthen Elanco’s global position in the animal health industry. Elanco also announced the sale of its aqua business for $1.3 billion, planning to use the proceeds to reduce debt and strengthen its financial position, which is part of its broader strategy to focus on core areas of pet health and livestock sustainability.

Virbac SA Although specific recent activities for Virbac SA were not detailed in the latest searches, the company has historically engaged in strategic initiatives to enhance its product offerings and market reach in the pet health sector.

Pet Supplements Statistics

• A recent survey from Packaged Facts projected retail sales of pet supplements to grow 22% last year, with pet supplement sales in the U.S. market reaching US$2.4 billion.
• Pet supplements followed the human trend and shot up 21% in 2020 alone to $800 million, according to Packaged Facts data.
• Sales of pet CBD products in 2020 were triple 2019 sales at nearly $100 million.
• Senior dogs and cats represent 44% of the pet population.
• Consumers spent 10.8% more on pet products in 2022 versus the year prior, feeding $136.8 billion in sales into the industry.
• Of that, $58.1 billion was spent on pet foods and treats, a figure that rose 16.2% from 2021. The APPA believes that inflation played a role in the increases, but also expected 2023 numbers to follow a similar trajectory and remain steady.
• Indeed, marketing firm Vericast surveyed more than 700 pet owners and found more than three-quarters viewed their pet as their child, and roughly 78% of respondents were willing to spend more on pet food and treats in 2023 than in 2022.
• The National Animal Supplement Council reviewed its members’ arthritic joint assistance supplements and reported that about 25 percent did not meet claims made on their labels.
• Pampering pets is a big business. Over 90 percent of owners consider them part of the family and more than 60 per cent buy them holiday gifts.
• This has led to a pet supplements wellness industry worth over $800 million (€753m) and Tralee-based pet nutrition start-up Blue Pet Co has its sights firmly set on capturing a slice of this lucrative global market.
• Not only are our products great for pet health, but our holistic business model also achieves over 70 per cent of the UN’s sustainability goals,” Daly says.
• The market for pet CBD has soared from almost zero in 2016 to roughly $60 million last year.
• By 2025, Nielsen Global Connect, a division of Nielsen that focuses on data for manufacturers and retailers, estimates that hemp-derived CBD pet products will generate $175-225 million in annual sales across all channels, roughly 3% of the expected $6-7 billion hemp-derived CBD consumer products market.
• Pet ownership in Singapore increased by a whopping 30% during the pandemic as the population needed to work from home.
• Approximately 80% of households live in public housing apartments which require inhabitants to adhere to stricter rules.
• According to available market research, the revenue in the pet food segment amounted to US$108.10m in 2022 and is expected to grow annually by 4.0%.
• This market, valued at over 2 billion euros worldwide, continues to grow, particularly in emerging markets.
• The UK market for pet supplements is worth approximately £100m and is growing at 7% per annum as pet owners become more aware of the existence and effectiveness of such products.
• Powered by millennial and Gen Z pet owners’ search for out-of-the-box products and services for their pets, India’s pet care market is all set to jump from $1 billion in 2022 to $2.5 billion by 2025 – a CAGR of more than 15%.

Emerging Trends

• Personalized Nutrition and Supplements: Just as human consumers are increasingly seeking personalized nutrition plans, pet owners are looking for supplements tailored to the specific needs of their pets. This includes factors such as age, breed, health conditions, and lifestyle. Companies are responding by offering products that cater to specific issues like joint health, skin and coat care, and digestive health.
• Natural and Organic Products: There is a rising demand for natural, organic, and non-GMO supplements for pets, mirroring trends in human nutrition. Pet owners are increasingly cautious about synthetic ingredients and are opting for products that are perceived as healthier and safer for their pets. This trend is also linked to a broader consumer preference for clean labels and sustainable sourcing.
• CBD and Herbal Supplements: The use of CBD (cannabidiol) and other herbal ingredients in pet supplements is gaining traction. CBD is being promoted for its potential benefits in reducing anxiety, improving mobility, and enhancing overall well-being in pets. As regulations around CBD use become clearer, its adoption in pet products is expected to grow further.
• Growth in Online Sales Channels: The pet supplements market is experiencing a significant shift towards online sales, driven by the convenience of e-commerce platforms. Online subscriptions and direct-to-consumer models are becoming more popular, allowing pet owners to have regular deliveries of supplements without the need to visit physical stores.
• Focus on Preventive Health: There is a growing awareness among pet owners about the importance of preventive health care, leading to an increased focus on supplements that support overall health and wellness. Supplements aimed at boosting immunity, promoting gut health, and improving joint function are becoming more common as pet owners look to prevent health issues before they arise.
• Technological Integration in Pet Care: Technology is playing a larger role in the pet supplements market, with innovations such as smart collars and health monitoring apps providing data that can help in the personalization of pet supplements. These technologies allow pet owners to track their pet’s health metrics and adjust supplement regimens accordingly.
• Sustainability and Eco-Friendly Packaging: As with many other sectors, sustainability is becoming a key concern in the pet supplements market. Consumers are looking for brands that use eco-friendly packaging and sustainable sourcing practices. Companies that prioritize environmental responsibility are likely to attract more consumers who are conscious about their ecological footprint.
• Increased Focus on Senior Pets: With pets living longer, there is an increased focus on supplements designed for senior pets. These products often target age-related issues such as arthritis, cognitive decline, and reduced mobility, helping to improve the quality of life for older pets.

Use Cases

• Joint Health and Mobility: Supplements such as glucosamine, chondroitin, and omega-3 fatty acids are commonly used to support joint health in pets, particularly dogs. These supplements help reduce inflammation and improve mobility, especially in older dogs or breeds prone to joint issues. According to industry reports, joint health supplements are among the top-selling categories in the pet supplements market, with many pet owners using these products to manage conditions like arthritis. In the U.S., it is estimated that around 20% of dogs over the age of 7 suffer from arthritis, highlighting the demand for such supplements.
• Skin and Coat Health: Pets, particularly dogs and cats, often face issues like dry skin, dandruff, and excessive shedding. Supplements containing omega-3 and omega-6 fatty acids, along with vitamins like E and zinc, are used to promote healthy skin and a shiny coat. The skin and coat health segment has seen substantial growth, driven by the increasing awareness among pet owners of the benefits of these supplements. Products targeting skin and coat health are particularly popular in colder climates where pets are more prone to dry skin.
• Digestive Health: Probiotics and prebiotics are frequently used to support digestive health in pets. These supplements help maintain a healthy balance of gut bacteria, which is crucial for overall digestive health and can help prevent issues like diarrhea, constipation, and bloating. Digestive health supplements are growing in popularity, with probiotics being one of the fastest-growing categories. A survey found that 60% of pet owners in the U.S. are concerned about their pets’ digestive health, driving the demand for these products.
• Immune System Support: Supplements containing antioxidants, vitamins, and minerals are used to boost the immune system of pets. These are particularly useful for pets recovering from illness or surgery, as well as for older pets whose immune systems may be weaker. Immune support supplements are becoming increasingly popular, especially in the wake of the COVID-19 pandemic, as pet owners seek to ensure the health and resilience of their pets. The market for immune-boosting supplements has seen a notable uptick in both developed and emerging markets.
• Anxiety and Stress Relief: With the rise in pet humanization, more pet owners are concerned about their pets’ mental health. Supplements containing calming ingredients like CBD, valerian root, and chamomile are used to alleviate anxiety and stress in pets, particularly during events like thunderstorms, travel, or fireworks. The demand for anxiety-relief supplements has surged, particularly for dogs. A survey revealed that nearly 40% of pet owners in the U.S. have purchased a supplement specifically for calming their pets.
• Weight Management: Obesity is a growing concern among pets, particularly in developed countries. Supplements that help manage weight, often by improving metabolism or reducing appetite, are used alongside diet and exercise programs. The American Pet Obesity Prevention Association reports that approximately 56% of dogs and 60% of cats in the U.S. are overweight or obese, leading to increased interest in weight management supplements.
• Cognitive health supplements, often containing ingredients like omega-3 fatty acids, antioxidants, and vitamins, are used to support brain health in aging pets. These supplements help in maintaining cognitive functions and can be beneficial in preventing age-related decline. As pets live longer, the market for cognitive health supplements is expanding. An estimated 14% of dogs over 8 years old experience cognitive dysfunction, driving the demand for these specialized supplements.

Major Challenges

• Regulatory Hurdles: One of the major challenges in the pet supplements market is the lack of clear and consistent regulatory guidelines across different regions. Unlike human supplements, which are more strictly regulated, pet supplements often fall into a grey area between food and drugs, leading to inconsistencies in quality and safety standards. This can cause confusion among consumers and retailers, potentially leading to a lack of trust in the products.
• Quality Control Issues: Ensuring the quality and efficacy of pet supplements is another critical challenge. There have been instances where products did not contain the advertised levels of active ingredients or were contaminated with harmful substances. This undermines consumer confidence and can lead to legal issues for manufacturers. Maintaining high standards in production and sourcing is essential but can be difficult to manage, especially with the growing number of products entering the market.
• Consumer Education and Awareness: While the demand for pet supplements is growing, many pet owners still lack adequate knowledge about the appropriate use of these products. Misuse or overuse of supplements can lead to adverse health effects in pets. Educating consumers about the benefits and potential risks of supplements is a challenge that the industry must address to ensure the safe and effective use of these products.
• Competition and Market Saturation: The pet supplements market is becoming increasingly competitive, with numerous brands and products vying for market share. This saturation can make it difficult for new or smaller companies to establish themselves and for consumers to differentiate between products. The intense competition also puts pressure on pricing, which can impact profitability.
• Economic Factors: Economic downturns can affect discretionary spending, and pet supplements are often viewed as non-essential by some consumers. During tough economic times, pet owners may prioritize essential pet care items over supplements, leading to fluctuations in market demand.

Market Growth Opportunities

• Rising Pet Ownership and Humanization: The increasing number of pet owners, especially among millennials and Gen Z, offers a substantial growth opportunity. These younger generations are more likely to view pets as family members and are willing to invest in their well-being, including high-quality supplements. As pet ownership continues to rise globally, the demand for specialized supplements is expected to grow.
• Expansion into Emerging Markets: There is significant potential for growth in emerging markets such as Asia-Pacific, Latin America, and parts of Africa. As disposable incomes rise and pet ownership becomes more popular in these regions, there is an increasing demand for pet care products, including supplements. Companies can tap into these markets by offering affordable and locally tailored products.
• Innovation in Product Offerings: Developing new and innovative products tailored to specific health needs, such as supplements for senior pets, weight management, or stress relief, can drive market growth. Additionally, the incorporation of trendy ingredients like CBD or superfoods offers a way to differentiate products and attract health-conscious consumers.
• E-commerce and Direct-to-Consumer Sales: The growing trend of online shopping provides an excellent opportunity for companies to reach a broader audience. E-commerce platforms and direct-to-consumer models allow for better targeting, personalized marketing, and the convenience that modern consumers seek. Subscription models for pet supplements also offer a recurring revenue stream.
• Sustainability and Ethical Products: As consumers become more environmentally conscious, there is a growing demand for sustainable and ethically sourced products. Companies that prioritize eco-friendly packaging, organic ingredients, and transparent supply chains are likely to attract a dedicated customer base, particularly among younger consumers.

Key Player Analysis

In 2023, Nestlé S.A., through its subsidiary Nestlé Purina PetCare, continued to strengthen its presence in the pet supplements sector with several strategic initiatives. In March 2023, Nestlé Purina announced a $450 million investment in expanding its pet food and supplement production capabilities, focusing on meeting the rising demand for high-quality, health-focused products. This investment includes the construction of new production facilities in the United States, particularly in North Carolina, aimed at enhancing the production of pet supplements that support joint health, digestion, and overall wellness for pets. By June 2023, the company had launched several new products tailored to the growing trend of personalized pet nutrition, catering specifically to the needs of senior pets and those with specific dietary requirements. These efforts reflect Nestlé’s commitment to innovation and leadership in the pet care market, as it seeks to capitalize on the growing consumer demand for premium pet supplements.

In 2023, Zoetis Inc. made significant strides in the pet supplements sector, focusing on expanding its product portfolio and enhancing its R&D capabilities. In February 2023, Zoetis introduced new supplements aimed at improving joint health and mobility in dogs, reflecting the growing demand for targeted pet health products. By May 2023, during its investor day, Zoetis emphasized its commitment to innovation in animal health, outlining plans to develop supplements that address emerging health concerns in pets, such as cognitive decline in aging animals. This expansion aligns with Zoetis’ broader strategy to grow its companion animal segment, which has become increasingly important as more consumers prioritize their pets’ health and wellness. Throughout 2023, Zoetis also invested in expanding its manufacturing capacity to meet the rising demand for its pet supplements globally, particularly in North America and Europe.

In 2023, Elanco Animal Health Incorporated focused on strengthening its position in the pet supplements market through strategic acquisitions and product innovations. In January 2023, Elanco completed the sale of its aqua business, a move that allowed the company to refocus its resources on expanding its pet health portfolio, including supplements. By March 2023, Elanco had integrated new product lines acquired from Bayer Animal Health, which it had acquired earlier, enhancing its range of supplements, particularly those targeting joint health and cognitive function in pets. The company also announced the development of several new supplements set to launch by late 2023, aimed at addressing specific health concerns such as anxiety and digestive health in pets. Elanco’s efforts throughout the year were geared toward consolidating its market presence and responding to the increasing demand for high-quality, science-backed pet supplements.

In 2023, Virbac SA focused on expanding its presence in the pet supplements market with a series of strategic initiatives aimed at enhancing its product offerings and market reach. In February 2023, Virbac introduced a new line of supplements specifically formulated for senior pets, addressing common issues such as joint health and cognitive decline. By April 2023, the company had also strengthened its distribution network in Europe and Asia, making its supplements more widely available to consumers in these regions. Additionally, Virbac invested in research and development to innovate new supplements that incorporate natural ingredients, responding to the growing consumer demand for more holistic and organic pet care solutions. These efforts throughout the year highlight Virbac’s commitment to staying competitive in the rapidly growing pet health sector, particularly in the area of supplements.

In 2023, Dechra Pharmaceuticals PLC continued to expand its footprint in the pet supplements sector, focusing on product innovation and market expansion. In March 2023, Dechra launched new supplements designed for joint health and immune support, targeting both dogs and cats. These products are part of their strategy to offer specialized supplements that cater to the specific needs of pets at different life stages. By July 2023, Dechra had also expanded its distribution network across North America and Europe, ensuring wider availability of its supplements through both veterinary clinics and online platforms. The company also invested in research to develop new formulations using natural ingredients, reflecting the growing demand for more holistic pet care options. These initiatives underline Dechra’s commitment to enhancing pet health and capitalizing on the growing global demand for high-quality pet supplements.

In 2023, Nutramax Laboratories, Inc. continued to lead in the pet supplements sector, focusing on expanding its product offerings and enhancing its market presence. In January 2023, Nutramax launched new formulations of its popular joint health supplements, specifically designed for aging pets, which include advanced ingredients to support mobility and overall joint function. By May 2023, the company had expanded its distribution channels, making its products more accessible through online retailers and veterinary clinics across the United States. Nutramax also emphasized research and development, introducing supplements that cater to emerging pet health needs, such as digestive health and anxiety relief. These efforts underscore Nutramax’s commitment to maintaining its leadership position in the pet supplements market by continuously innovating and responding to the evolving demands of pet owners.

In 2023, Zesty Paws, a leading brand in the pet supplements sector, continued to expand its product line and strengthen its market presence. In February 2023, Zesty Paws introduced a new range of supplements focusing on cognitive health for aging pets, which quickly became popular among pet owners looking to support their pets’ mental sharpness. By June 2023, the company had also launched several limited-edition products featuring seasonal ingredients, appealing to pet owners interested in natural and holistic health options. Additionally, Zesty Paws expanded its e-commerce platform, increasing its direct-to-consumer sales and enhancing customer engagement through subscription models and personalized product recommendations. These efforts reflect Zesty Paws’ ongoing commitment to innovation and customer satisfaction in the pet wellness industry.

In 2023, Mars, Incorporated, through its pet care division, Mars Petcare, continued to expand its footprint in the pet supplements sector. In March 2023, Mars launched new supplement products under its popular brands like Pedigree and Whiskas, focusing on joint health and digestive support, responding to the growing demand for targeted pet health solutions. By July 2023, Mars had also increased its investment in research and development, exploring innovative ingredients and formulations designed to enhance the well-being of pets, particularly aging dogs and cats. Additionally, Mars Petcare expanded its distribution channels, making these supplements more widely available through both online platforms and retail stores across North America and Europe. These strategic moves underscore Mars’ commitment to leading the pet health industry by providing high-quality, science-backed supplements that cater to the evolving needs of pet owners.

In 2023, NOW Foods, a well-known name in the natural products industry, continued to expand its presence in the pet supplements market. In March 2023, the company introduced new formulations in its pet supplement line, focusing on products that promote joint health and overall vitality in pets, particularly dogs and cats. These supplements, enriched with natural ingredients like glucosamine and chondroitin, were designed to cater to the growing demand for high-quality, holistic pet care solutions. By June 2023, NOW Foods had also enhanced its e-commerce presence, offering its pet supplements through various online platforms to reach a broader audience. This move aligns with the company’s commitment to providing accessible, natural health solutions for both humans and their pets, reinforcing its reputation as a trusted brand in the wellness industry.

In 2023, Hill’s Pet Nutrition, a leader in science-based pet nutrition, expanded its efforts in the pet supplements sector. In April 2023, Hill’s launched new supplement products designed to support joint health and mobility in aging dogs and cats, reflecting the growing demand for specialized health solutions for pets. These supplements are formulated with natural ingredients and are aimed at enhancing the quality of life for senior pets. By July 2023, Hill’s Pet Nutrition had also introduced a range of supplements focused on digestive health, using prebiotics and probiotics to support gut health. The company strengthened its distribution channels by partnering with veterinary clinics and expanding its online presence, making these new products more accessible to pet owners globally. These strategic initiatives highlight Hill’s commitment to advancing pet health through innovation and targeted nutrition.

Conclusion

The pet supplements market is poised for continued growth, driven by a combination of rising pet ownership, increasing humanization of pets, and growing awareness of pet health and wellness. The market’s expansion is further supported by innovation in product offerings, such as personalized and natural supplements, and the growing popularity of online sales channels. However, the industry also faces challenges, including regulatory complexities and the need for better consumer education.

Companies that can navigate these challenges while capitalizing on emerging opportunities, particularly in sustainability and global market expansion, are well-positioned to thrive in this dynamic and competitive market. As pet owners increasingly seek to enhance the quality of life for their pets, the demand for high-quality, effective supplements will likely continue to rise, making the pet supplements market an attractive area for investment and innovation.

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