Market Overview
| Study Period | 2017 - 2030 |
|---|---|
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| Market Size (2025) | USD 1.81 Billion |
| Market Size (2030) | USD 2.66 Billion |
| Growth Rate (2025 - 2030) | 8.16% CAGR |
| Market Concentration | Low |
Major Players *Disclaimer: Major Players sorted in no particular order Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0. | |
Europe Pet Nutraceuticals Market Analysis by Mordor Intelligence
The Europe pet nutraceuticals market size is valued at USD 1.81 billion in 2025, and it is projected to reach USD 2.66 billion by 2030, advancing at an 8.16% CAGR during the forecast period. Escalating pet humanization, an aging companion animal population, and strong preventive healthcare preferences underpin steady demand for functional supplements. Veterinary microbiome diagnostics are translating scientific insights into precision nutrition solutions that differentiate premium formulations. Regulatory incentives under the European Green Deal foster the adoption of sustainable algae-based omega-3 ingredients, creating cost advantages for early movers. Competitive intensity is rising as agile digital-first brands leverage direct-to-consumer models to unseat traditional leaders, and price inflation for marine oils and probiotics is pressuring gross margins. Strategic success rests on clinical validation, omnichannel reach, and resilient ingredient sourcing strategies across a fragmented European landscape.
Key Report Takeaways
- By sub product, Proteins and Peptides captured 23.2% of Europe pet nutraceuticals market share in 2024, while Milk Bioactives is expanding at a 7.0% CAGR through 2030.
- By pet type, Dogs held a 52.7% share of the Europe pet nutraceuticals market size in 2024 and are projected to advance at an 8.7% CAGR through 2030.
- By distribution channel, Supermarkets and Hypermarkets accounted for 36.3% revenue share in 2024, and Online Channels are forecast to grow at a 9.5% CAGR through 2030.
- By geography, the United Kingdom led with a 22.1% share in 2024, whereas the Netherlands recorded the fastest 11.4% CAGR from 2025 to 2030.
- The European pet nutraceuticals market exhibits moderate fragmentation, with the top companies, including Mars, Incorporated, Nestle (Purina), Vetoquinol, Alltech, and ADM, accounting for a 33.9% market share in 2024.
Europe Pet Nutraceuticals Market Trends and Insights
Drivers Impact Analysis
| Driver | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
|---|---|---|---|
| Pet humanization and premium spending trends | +2.8% | Western Europe's core, spillover to Eastern Europe | Medium term (2-4 years) |
| Preventive pet healthcare awareness and veterinary recommendations | +2.1% | Europe-wide, strongest in Germany and the Netherlands | Long term (≥ 4 years) |
| Online and direct-to-consumer channel expansion | +1.9% | Global, accelerated in Nordic countries, and the United Kingdom | Short term (≤ 2 years) |
| Veterinary microbiome diagnostics enabling personalized nutrition | +0.8% | Western Europe, research hubs in the Netherlands and Germany | Long term (≥ 4 years) |
| Europe Green Deal incentives for sustainable ingredient sourcing | +0.6% | Europe-wide, the strongest regulatory impact is in France and Germany | Medium term (2-4 years) |
| Aging pet population demographics are driving geriatric formulations | +1.2% | Western Europe, particularly the United Kingdom and Germany | Long term (≥ 4 years) |
| Source: Mordor Intelligence | |||
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Pet Humanization and Premium Spending Trends
European pet owners are increasingly viewing their companions as family members, which is fundamentally altering their purchasing behavior toward premium, functional products. In 2023, European owners are increasingly treating their pets as family members, and 85% of consumers believe that nutrition and supplements are equally important for pets and humans. [1]. The phenomenon creates market opportunities for cognitive support formulations targeting aging pets, where owners seek to maintain their companions' mental acuity and quality of life. Premium positioning enables manufacturers to achieve higher margins by investing in clinical validation studies that differentiate their products from commodity offerings. This trend particularly benefits specialized nutraceutical companies that can articulate clear health benefits through veterinary partnerships and evidence-based marketing.
Preventive Pet Healthcare Awareness and Veterinary Recommendations
Veterinarians across Europe integrate nutraceutical protocols into routine wellness visits, moving intervention upstream from disease treatment to prevention. Research on glucosamine, lactoferrin, and species-specific probiotics underpins evidence-based recommendations that foster long-term purchasing patterns. The European pet nutraceuticals market benefits as owners purchase subscription packs tailored to life-stage needs, supporting predictable revenue for manufacturers. Veterinary endorsement also mitigates consumer skepticism about functional claims. This professional alignment elevates product standards and intensifies demand for third-party laboratory verification of ingredient purity.
Online And Direct-to-Consumer Channel Expansion
Direct-to-consumer platforms enable brands to bypass store shelves and deliver tailored regimens on a subscription basis. Data analytics match product bundles to pet breed, age, and health goals, raising average order values. The online share of the European pet nutraceuticals market is growing fastest in the Nordics and the United Kingdom, where broadband penetration and cashless payments are nearly universal. Small companies exploit the social media medium to enter the market with minimal capital outlay, though customer-acquisition costs escalate as competition intensifies. Seamless logistics and recyclable packaging influence repeat purchases in environmentally conscious markets.
Veterinary Microbiome Diagnostics Enabling Personalized Nutrition
Affordable stool-based microbiome tests emerging from Dutch and German labs allow vets to prescribe strain-specific probiotics that outperform generic blends. Diagnostic-driven personalization commands premium prices and lifts compliance, extending product lifecycles beyond commodity status. Manufacturers capable of producing small batches and fulfilling orders rapidly often win early contracts with veterinary chains. Data collected from test results also informs continuous product refinement, reinforcing brand authority within the European pet nutraceuticals market. This democratization of market access accelerates innovation cycles as new entrants can test product concepts without significant retail distribution investments.
Restraints Impact Analysis
| Restraint | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
|---|---|---|---|
| Fragmented European regulatory frameworks prolong market entry | -1.4% | Europe-wide, most complex in Germany and France | Medium term (2-4 years) |
| Marine oil and probiotic ingredient cost inflation | -1.1% | Global supply chains are affecting all European markets | Short term (≤ 2 years) |
| Raw diet trends reducing supplement dependency | -0.7% | Northern Europe, particularly Germany and the Netherlands | Medium term (2-4 years) |
| Dairy bioactive supply chain vulnerabilities | -0.3% | Europe dairy-producing regions, concentrated risk in France | Short term (≤ 2 years) |
| Source: Mordor Intelligence | |||
Fragmented European Regulatory Frameworks Prolong Market Entry
The fragmented nature of Europe's pet supplement regulations creates significant barriers for companies seeking to introduce novel ingredients or make health claims across multiple member states. EFSA's (European Food Safety Authority) rigorous approval processes for feed additives, while ensuring safety, can extend product development timelines by 18-24 months compared with other global markets [2]Source: European Food Safety Authority, “Modification of the terms of authorisation regarding the maximum inclusion level of a feed additive consisting of 4-hydroxy-2,5-dimethylfuran-3(2H)-one for cats and dogs (V. MANE FILS),” EFSA Journal, efsa.europa.eu . Companies must navigate varying national interpretations of European directives, creating compliance costs that disproportionately impact smaller innovators. The regulatory burden particularly affects functional ingredients with novel mechanisms of action, where extensive safety and efficacy documentation requirements favor established players with regulatory expertise and financial resources.
Marine Oil and Probiotic Ingredient Cost Inflation
Marine oil prices experienced significant volatility, peaking at USD 12,000 per metric ton in 2024, due to disruptions in the Peru anchovy supply and El Niño weather patterns affecting global fish stocks. While prices recovered to USD 8,000-9,000 per metric ton by late 2024, the volatility demonstrates supply chain vulnerabilities that impact supplement manufacturers' cost structures. Probiotic ingredient costs also increased due to specialized manufacturing requirements and quality control standards demanded by European regulations. These cost pressures force manufacturers to balance ingredient quality with price competitiveness, potentially limiting innovation in premium formulations or requiring price increases that could reduce market accessibility for price-sensitive consumers.
Segment Analysis
By Sub Product: Bioactive Ingredients Drive Functional Innovation
Proteins and Peptides captured 23.2% of Europe pet nutraceuticals market share in 2024. Proteins and Peptides segments capitalize on bioactive collagen research demonstrating joint health benefits in clinical trials, while Vitamins and Minerals maintain steady demand through foundational nutrition applications. Other Nutraceuticals encompasses emerging categories, including botanical extracts and novel functional ingredients awaiting regulatory approval. It reflects the increasing sophistication of European pet owners in understanding the benefits of specific ingredients, creating opportunities for companies that can communicate complex nutritional science through veterinary partnerships and educational marketing initiatives.
Milk Bioactives is achieving the fastest growth, with a 7.0% CAGR through 2030, driven by the clinical validation of immunoglobulin and lactoferrin benefits for immune system support. Emerging research on postbiotic metabolites represents a significant innovation opportunity beyond traditional probiotic formulations, with companies developing heat-stable alternatives that maintain efficacy through manufacturing processes [3]Source: European Food Safety Authority, “Modification of the terms of authorisation regarding the maximum inclusion level of a feed additive consisting of 4-hydroxy-2,5-dimethylfuran-3(2H)-one for cats and dogs (V. MANE FILS),” EFSA Journal, efsa.europa.eu .
Note: Segment shares of all individual segments available upon report purchase
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By Pet Type: Canine Dominance Drives Market Dynamics
Dogs command 52.7% market share in 2024 with 8.7% CAGR through 2030, reflecting their prevalence in European households and owners' willingness to invest in preventive healthcare interventions. The canine segment benefits from extensive clinical research that validates the efficacy of supplements for common health concerns, including joint mobility, cognitive function, and digestive health. In the United Kingdom, the average person's pet food expense was USD 330 in 2024, which was more than the average cat's food expense of USD 150. Dogs are also provided with services such as pet grooming and training for socialization with other dogs.
In Europe, pet parents provide premium products to their dogs. Pet parents prefer to feed their pets food from brands such as Royal Canin, Purina, and Whiskas, driven by the growing trend of pet humanization and an increase in disposable income. There is also a rise in purchases from the medium-priced segment of pet food due to improvements in the pet food nutrition offered by these medium-priced products.
By Distribution Channel: Digital Transformation Accelerates
Supermarkets and Hypermarkets retain a 36.3% market share in 2024 through a broad consumer reach and convenient shopping integration with regular pet food purchases. These channels face pressure from specialized retailers offering expert advice and premium product assortments that better serve educated pet owners seeking specific health solutions. The channel evolution suggests that successful companies must develop omnichannel strategies that leverage digital capabilities while maintaining relationships with traditional retail partners and veterinary professionals.
Online Channels have achieved the fastest growth at 9.5% CAGR through 2030, driven by subscription models and direct-to-consumer brands bypassing traditional retail intermediaries. The digital transformation enables personalized product recommendations based on pet profiles and purchase history, creating a competitive advantage for companies that invest in e-commerce capabilities and customer data analytics. Additionally, e-commerce websites offer a wider range of products. It helped Amazon to be a leader in pet food sales in the United Kingdom, with the website receiving more than 579 million visits annually since the pandemic.
Note: Segment shares of all individual segments available upon report purchase
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Geography Analysis
The United Kingdom leads European market share with a 22.1% in 2024, reflecting high pet ownership rates, premium spending patterns, and established veterinary recommendation practices for nutraceutical interventions. British pet owners demonstrate a sophisticated understanding of ingredient benefits and a willingness to pay premium prices for clinically validated products, creating favorable conditions for innovative supplement companies. The United Kingdom market benefits from strong veterinary education programs that incorporate nutritional science, leading to professional recommendations that drive consumer adoption of functional ingredients.
The Netherlands achieves the fastest growth, at 11.4% CAGR through 2030, reflecting progressive attitudes towards pet ownership and regulatory frameworks that favor innovative ingredients. Dutch consumers demonstrate a high level of environmental consciousness, creating demand for sustainable ingredient sourcing and eco-friendly packaging solutions that align with broader sustainability trends. The market exhibits particular strength in the vitamins and minerals segment, with pet owners demonstrating a high awareness of the benefits of nutritional supplementation.
Germany represents a substantial market opportunity with strong regulatory frameworks and consumer preference for scientifically validated products, while France shows steady growth driven by increasing pet humanization trends and veterinary practice evolution. Italian and Polish markets show emerging potential as pet ownership patterns evolve and disposable income increases, while Russia represents longer-term opportunities despite current geopolitical constraints.
Competitive Landscape
The European pet nutraceuticals market exhibits moderate fragmentation, with the top companies, including Mars, Incorporated, Nestle (Purina), Vetoquinol, Alltech, and ADM, accounting for a 33.9% market share in 2024. The European pet nutraceuticals market is characterized by the strong presence of global pet care conglomerates, which leverage their established brand reputations and extensive distribution networks. These major players benefit from their integrated operations, which span pet food, pharmaceuticals, and nutraceuticals, allowing them to offer comprehensive pet care solutions. The market exhibits moderate consolidation, with multinational companies dominating the premium segments, while regional players maintain a significant presence in specific geographical markets. The competitive landscape is enriched by specialized nutraceutical manufacturers who focus on niche product categories and specific therapeutic areas.
Merger and acquisition activity in the market is primarily driven by large companies seeking to expand their product portfolios and strengthen their market position. Companies are particularly interested in acquiring innovative startups and regional players with a strong local presence or unique technological capabilities. Vertical integration strategies are being pursued through acquisitions of raw material suppliers and distribution networks. The market is also witnessing increased collaboration between pharmaceutical companies and pet food manufacturers to develop advanced nutraceutical formulations.
Success in the European pet supplements market increasingly depends on companies' ability to develop innovative formulations backed by scientific research and clinical validation. Established players need to focus on expanding their premium product offerings while maintaining strong relationships with veterinarians and pet care professionals. Building direct-to-consumer channels while maintaining traditional distribution networks is crucial for market expansion. Companies must also invest in consumer education and awareness programs to highlight the benefits of pet nutraceuticals and justify premium pricing.
Europe Pet Nutraceuticals Industry Leaders
Mars, Incorporated
Nestle (Purina)
Vetoquinol
Alltech
ADM
- *Disclaimer: Major Players sorted in no particular order
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Recent Industry Developments
- April 2024: Nestlé has completed its €472 million (USD 501 million) investment in a new Italian pet food manufacturing facility, incorporating advanced nutraceutical production capabilities. The facility features specialized equipment for integrating functional ingredients and offers sustainable packaging solutions that align with European environmental regulations.
- May 2023: Virbac acquired its distributor (GS Partners) in the Czech Republic and Slovakia, which became Virbac's 35th subsidiary. This new subsidiary allows Virbac to expand its presence further in these countries.
- March 2023: Mars Incorporated has launched new Pedigree Multivitamins, a trio of soft chews formulated to support pets' immunity, digestion, and joint health. It has been developed in collaboration with the Waltham Petcare Science Institute team, veterinarians, and pet nutritionists.
Europe Pet Nutraceuticals Market Report Scope
Milk Bioactives, Omega-3 Fatty Acids, Probiotics, Proteins and Peptides, Vitamins and Minerals are covered as segments by Sub Product. Cats, Dogs are covered as segments by Pets. Convenience Stores, Online Channel, Specialty Stores, Supermarkets/Hypermarkets are covered as segments by Distribution Channel. France, Germany, Italy, Netherlands, Poland, Russia, Spain, United Kingdom are covered as segments by Country.
Sub Product
| Milk Bioactives |
| Omega-3 Fatty Acids |
| Probiotics |
| Proteins and Peptides |
| Vitamins and Minerals |
| Other Nutraceuticals |
Pets
| Cats |
| Dogs |
| Other Pets |
Distribution Channel
| Convenience Stores |
| Online Channel |
| Specialty Stores |
| Supermarkets/Hypermarkets |
| Other Channels |
Country
| France |
| Germany |
| Italy |
| Netherlands |
| Poland |
| Russia |
| Spain |
| United Kingdom |
| Rest of Europe |
| Sub Product | Milk Bioactives |
| Omega-3 Fatty Acids | |
| Probiotics | |
| Proteins and Peptides | |
| Vitamins and Minerals | |
| Other Nutraceuticals | |
| Pets | Cats |
| Dogs | |
| Other Pets | |
| Distribution Channel | Convenience Stores |
| Online Channel | |
| Specialty Stores | |
| Supermarkets/Hypermarkets | |
| Other Channels | |
| Country | France |
| Germany | |
| Italy | |
| Netherlands | |
| Poland | |
| Russia | |
| Spain | |
| United Kingdom | |
| Rest of Europe |
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Market Definition
- FUNCTIONS - Pet foods are usually intended to provide complete and balanced nutrition to the pet but are primarily used as functional products. The scope includes the food and supplements consumed by pets including veterinary diets. Supplements/nutraceuticals that are directly supplied to pets are considered within the scope.
- RESELLERS - Companies engaged in reselling of pet food without value addition have been excluded from the market scope, in order to avoid double counting.
- END CONSUMERS - Pet owners are considered to be the end-consumers in the market studied.
- DISTRIBUTION CHANNELS - Supermarkets/hypermarkets, specialty stores, convenience stores, online channels and other channels are considered within the scope. The stores which are exclusively providing pet related basic and custom products are considered within the scope of specialty stores.
| Keyword | Definition |
|---|---|
| Pet Food | The scope of pet food includes the food that is eatable by pets including food, treats, veterinary diets, and nutraceuticals/supplements. |
| Food | Food is animal feed intended for consumption by pets. It is formulated to provide essential nutrients and meet the dietary needs of various types of pets, including dogs, cats, and other animals. These are generally segmented into dry and wet pet foods. |
| Dry Pet Food | Dry pet foods may be extruded/baked (kibbles) or flaked. They have a lower moisture content, typically around 12-20%. |
| Wet Pet Food | Wet pet food, also known as canned pet food or moist pet food, generally has a higher moisture content compared to dry pet food, often ranging from 70-80%. |
| Kibbles | Kibbles are dry, processed pet food in small, bite-sized pieces or pellets. They are specifically formulated to provide balanced nutrition for various domestic animals, such as dogs, cats, and other animals. |
| Treats | Pet Treats are special food items or rewards given to pets, to show affection, and encourage good behavior. They are especially used during training. Pet treats are made from various combinations of meat or meat-derived materials with other ingredients. |
| Dental Treats | Pet dental treats are specialized treats that are formulated to promote good oral hygiene in pets. |
| Crunchy Treats | It is a type of pet treat that has a firm and crispy texture which can be a good source of nutrition for pets. |
| Soft and chewy treats | Soft and Chewy pet treats are a type of pet food product that is formulated to be easy to chewy and digest. They are usually made from soft and pliable ingredients, such as meat, poultry, or vegetables, that have been blended and formed into bite-sized pieces or strips. |
| Freeze-dried & Jerky Treats | Freeze-dried and jerky treats are snacks given to pets, that are prepared through a special preservation process, without damaging the nutritional content, resulting in long-lasting, nutrient-rich treats. |
| Urinary Tract Disease Diets | These are commercial diets that are specifically formulated to promote urinary health and reduce the risk of urinary tract infections and other urinary problems. |
| Renal Diets | These are specialized pet foods formulated to support the health of pets with kidney disease or renal insufficiency. |
| Digestive Sensitivity Diets | Digestive-sensitive diets are specially formulated to meet the nutritional needs of pets with digestive issues such as food intolerances, allergies, and sensitivities. These diets are designed to be easily digestible and to reduce the symptoms of digestive problems in pets. |
| Oral Care Diets | Oral care diets for pets are specially formulated diets produced to promote oral health and hygiene in pets. |
| Grain-Free Pet Food | Pet food that does not contain common grains like wheat, corn, or soy. Grain-free diets are often preferred by pet owners seeking alternative options or if their pets have specific dietary sensitivities. |
| Premium Pet Food | High-quality pet food formulated with superior ingredients often offers additional nutritional benefits compared to standard pet food. |
| Natural Pet Food | Pet food made from natural ingredients, with minimal processing and without artificial preservatives. |
| Organic Pet Food | Pet food is produced using organic ingredients, free from synthetic pesticides, hormones, and genetically modified organisms (GMOs). |
| Extrusion | A manufacturing process used to produce dry pet food, where ingredients are cooked, mixed, and shaped under high pressure and temperature. |
| Other Pets | Other pets include birds, fish, rabbits, hamsters, ferrets, and reptiles. |
| Palatability | The taste, texture, and aroma of pet food influence its appeal and acceptance by pets. |
| Complete and Balanced Pet Food | Pet food that provides all essential nutrients in appropriate proportions to meet the nutritional needs of pets without additional supplementation. |
| Preservatives | These are the substances that are added to pet food to extend its shelf life and prevent spoilage. |
| Nutraceuticals | Food products that offer health benefits beyond basic nutrition, often contain bioactive compounds with potential therapeutic effects. |
| Probiotics | Live beneficial bacteria that promote a healthy balance of gut flora, supporting digestive health and immune function in pets. |
| Antioxidants | Compounds that help neutralize harmful free radicals in the body, promoting cellular health and supporting the immune system in pets. |
| Shelf-Life | The duration of which pet food remains safe and nutritionally viable for consumption after its production date. |
| Prescription diet | Specialized pet food formulated to address specific medical conditions under veterinary supervision. |
| Allergen | A substance that can cause allergic reactions in some pets, leading to food allergies or sensitivities. |
| Canned food | Wet pet food that is packed in cans and contains higher moisture content than dry food. |
| Limited ingredient diet (LID) | Pet food formulated with a reduced number of ingredients to minimize potential allergens. |
| Guaranteed Analysis | The minimum or maximum levels of certain nutrients present in pet food. |
| Weight management | Pet food designed to help pets maintain a healthy weight or support weight loss efforts. |
| Other Nutraceuticals | It includes prebiotics, antioxidants, digestive fiber, enzymes, essential oils and herbs. |
| Other Veterinary Diets | It includes weight management diets, skin and coat health, cardiac care, and joint care. |
| Other Treats | It includes rawhides, mineral blocks, lickables, and catnips. |
| Other Dry Foods | It includes cereal flakes, mixers, meal toppers, freeze-dried foods, and air-dried foods. |
| Other Animals | It includes birds, fish, reptiles, and small animals (rabbits, ferrets, hamsters). |
| Other Distribution Channels | It includes veterinary clinics, local unregulated stores, and feed and farm stores. |
| Proteins and Peptides | Proteins are large molecules composed of basic units called amino acids which help in the growth and development of pets. Peptides are the short string of 2 to 50 amino acids. |
| Omega-3 fatty acids | Omega-3 fatty acids are essential polyunsaturated fats that play a crucial role in the overall health and well-being of Pets |
| Vitamins | Vitamins are the essential organic compounds that are essential for vital physiological functioning. |
| Minerals | Minerals are naturally occurring inorganic substances that are essential for various physiological functions in pets. |
| CKD | Chronic Kidney Disease |
| DHA | Docosahexaenoic Acid |
| EPA | Eicosapentaenoic Acid |
| ALA | Alpha-linolenic Acid |
| BHA | Butylated Hydroxyanisol |
| BHT | Butylated Hydroxytoluene |
| FLUTD | Feline Lower Urinary Tract Disease |
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Research Methodology
Mordor Intelligence follows a four-step methodology in all our reports.
- Step-1: IDENTIFY KEY VARIABLES: In order to build a robust forecasting methodology, the variables and factors identified in Step-1 are tested against available historical market numbers. Through an iterative process, the variables required for market forecast are set and the model is built on the basis of these variables.
- Step-2: Build a Market Model: Market-size estimations for the forecast years are in nominal terms. Inflation is not a part of the pricing, and the average selling price (ASP) is kept constant throughout the forecast period.
- Step-3: Validate and Finalize: In this important step, all market numbers, variables and analyst calls are validated through an extensive network of primary research experts from the market studied. The respondents are selected across levels and functions to generate a holistic picture of the market studied.
- Step-4: Research Outputs: Syndicated Reports, Custom Consulting Assignments, Databases & Subscription Platforms
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