Europe Pet Nutraceuticals Market SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS UP TO 2030

The Europe Pet Nutraceuticals Market is segmented by Sub Product (Milk Bioactives, Omega-3 Fatty Acids, Probiotics, Proteins and Peptides, Vitamins and Minerals), by Pets (Cats, Dogs), by Distribution Channel (Convenience Stores, Online Channel, Specialty Stores, Supermarkets/Hypermarkets) and by Country (France, Germany, Italy, Netherlands, Poland, Russia, Spain, United Kingdom). The market volume and value are presented in metric ton and USD respectively. The key data points include the market size of pet food by products, distribution channels, and pets.

Europe Pet Nutraceuticals Market SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS UP TO 2030

Europe Pet Nutraceuticals Market Size

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Europe Pet Nutraceuticals Market Summary
Study Period 2017 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Market Size (2025) USD 1.8 Billion
Market Size (2030) USD 2.6 Billion
CAGR (2025 - 2030) 7.63 %
Market Concentration Low

Major Players

Europe Pet Nutraceuticals Market Major Players

*Disclaimer: Major Players sorted in no particular order

Compare market size and growth of Europe Pet Nutraceuticals Market with other markets in Animal Nutrition & Wellness Industry

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Europe Pet Nutraceuticals Market Analysis

The Europe Pet Nutraceuticals Market size is estimated at 1.8 billion USD in 2025, and is expected to reach 2.6 billion USD by 2030, growing at a CAGR of 7.63% during the forecast period (2025-2030).

The European pet nutraceuticals industry is experiencing significant transformation driven by evolving consumer preferences and changing pet ownership dynamics. With a substantial pet population of 109.7 million in 2022, the region has witnessed a remarkable shift towards pet humanization, where pets are increasingly considered family members. This trend has led to pet owners becoming more conscious about their pets' health and wellness needs. The growing focus on preventive healthcare has resulted in pet nutraceuticals constituting approximately 3% of the European pet food market in 2022, despite their premium pricing and relatively lower awareness levels among some consumer segments.


The market is witnessing a notable shift in distribution channels, with retailers adopting omnichannel strategies to meet evolving consumer preferences. Major specialty store chains like Maxi Zoo and Fressnapf have developed their own e-commerce platforms, offering convenient access to pet nutraceuticals. The rise of dedicated e-commerce platforms specializing in pet products, such as Zooplus and Chewy, has further transformed the purchasing patterns of pet owners. These platforms have created specialized marketplaces that cater specifically to pet owners' needs, offering a wide range of nutraceutical products along with detailed product information and customer reviews.


The industry has seen significant developments in product innovation and specialized nutrition solutions. More than one-third of pet food buyers now recognize supplements as the most efficient means of delivering functional benefits to pets, driving demand for specialized formulations. Pet food manufacturers are responding by developing innovative products that combine multiple functional ingredients, such as probiotics with vitamins and minerals, to address specific health concerns. This trend is particularly evident in the premium segment, where manufacturers are focusing on creating scientifically-backed formulations that target specific health conditions and life stages.


The market structure reflects the growing importance of pet care in European households, with approximately 46% of European households (90 million) owning pets in 2022. This high pet ownership rate has led to increased demand for premium pet care products, including nutraceuticals. Retailers and manufacturers are adapting their strategies to cater to this trend by offering personalized nutrition solutions and expanding their product portfolios to include a wider range of functional ingredients. The industry is also witnessing a growing emphasis on transparency in ingredient sourcing and manufacturing processes, with companies increasingly focusing on natural and sustainably sourced ingredients to meet consumer preferences.

Segment Analysis: SUB PRODUCT

Vitamins and Minerals Segment in Europe Pet Nutraceuticals Market

The Vitamins and Minerals segment dominates the European pet nutraceuticals market, commanding approximately 27% market share in 2024, while also maintaining the highest growth trajectory with a projected growth rate of around 8% from 2024 to 2029. This segment's leadership position is primarily driven by the essential role these nutrients play in maintaining pet health and well-being, particularly in supporting muscle tissue development, hormone production, and immune system function. The segment's strong performance is further bolstered by the increasing awareness among pet owners about the importance of preventive care and the growing health concerns in pets. Major market players like Nestlé Purina, Hill's Pet Nutrition, and Mars Incorporated have been actively developing innovative vitamin and mineral supplements, often blending them with other functional ingredients to enhance their effectiveness and appeal to pet owners.

Market Analysis of Europe Pet Nutraceuticals Market: Chart for SUB PRODUCT

Remaining Segments in Sub Product Segmentation

The European pet nutraceuticals market encompasses several other significant segments, including Omega-3 Fatty Acids, Probiotics, Proteins and Peptides, Milk Bioactives, and Other Nutraceuticals. Omega-3 Fatty Acids have emerged as a crucial segment, particularly valued for their role in supporting joint health and promoting healthy skin and coats in pets. Probiotics have gained significant traction due to their benefits in improving digestive health and boosting immune system function. The Proteins and Peptides segment plays a vital role in muscle development and repair, while Milk Bioactives offer unique benefits in enhancing immune function and reducing inflammation. The Other Nutraceuticals category, which includes antioxidants, glucosamine, and various dietary supplements, continues to expand as manufacturers develop innovative formulations to address specific pet health concerns.

Segment Analysis: PETS

Dogs Segment in Europe Pet Nutraceuticals Market

Dogs represent the dominant segment in the European pet nutraceuticals market, commanding approximately 51% market share in 2024. This substantial market position is primarily attributed to dogs' higher consumption of nutraceuticals compared to other pets, despite having a lower population than cats in the region. The segment's leadership is particularly evident in key markets such as the United Kingdom, Germany, and Russia, which collectively account for a significant portion of dog nutraceuticals consumption. The segment's strength is further reinforced by the increasing focus on preventive healthcare among dog owners and their willingness to invest in premium nutraceutical products, including vitamins, minerals, omega-3 fatty acids, and probiotics, to support various aspects of their pets' health, including joint health, digestive health, and immune system support.

Cats Segment in Europe Pet Nutraceuticals Market

The cats segment is experiencing the most dynamic growth in the European pet nutraceuticals market, projected to expand at approximately 9% CAGR from 2024 to 2029. This remarkable growth trajectory is driven by several factors, including the increasing cat population across European countries and rising awareness among cat owners about the importance of preventive healthcare. The segment's growth is particularly notable in markets like the Netherlands, where the cat population has shown significant expansion. The increasing adoption of specialized nutrition solutions for cats, coupled with the growing availability of cat-specific nutraceutical products through various distribution channels, is fueling this growth. Additionally, the rising trend of premium pet care products and the increasing focus on addressing specific health concerns in cats through nutraceutical supplementation are contributing to the segment's rapid expansion.

Remaining Segments in Pet Segmentation

The other pets segment, encompassing birds, small mammals, fish, and reptiles, plays a significant role in shaping the European pet nutraceuticals market landscape. This segment is characterized by diverse nutritional needs and specialized nutraceutical requirements for different species. The market for these pets is particularly strong in countries like France, where there is a significant population of small mammals and birds. The segment is witnessing growing interest from pet owners seeking specialized nutrition solutions for their exotic pets, with manufacturers developing targeted nutraceutical formulations to address the specific health needs of these various pet types. The increasing popularity of exotic pets in urban households and the growing awareness about their nutritional requirements are driving innovation in this segment.

Segment Analysis: DISTRIBUTION CHANNEL

Supermarkets/Hypermarkets Segment in Europe Pet Nutraceuticals Market

Supermarkets/Hypermarkets represent the dominant distribution channel in the European pet nutraceuticals market, commanding approximately 38% market share in 2024. These retail formats have gained prominence due to their ability to offer a comprehensive shopping experience where pet owners can conveniently purchase nutraceuticals alongside their regular groceries. The success of this channel is attributed to several factors, including the wide range of brands available, competitive pricing strategies, and the implementation of loyalty programs that offer additional value to customers. Major supermarket chains across Europe have expanded their pet nutraceutical sections, offering both premium and private-label products to cater to different consumer segments. The channel's strength is particularly evident in countries like the United Kingdom, Germany, and France, where large supermarket chains have established strong relationships with leading pet nutraceutical manufacturers and maintain extensive distribution networks.

Online Channel Segment in Europe Pet Nutraceuticals Market

The online channel is emerging as the most dynamic segment in the European pet nutraceuticals market, projected to grow at approximately 9% CAGR from 2024 to 2029. This remarkable growth is driven by the increasing digitalization of retail and changing consumer preferences towards convenient shopping options. E-commerce platforms dedicated to pet products have gained significant popularity, offering specialized product sections that allow pet owners to explore and compare various nutraceutical options easily. The channel's growth is further supported by the rise of omnichannel strategies adopted by traditional retailers, with many specialty store chains developing their own e-commerce platforms. Online retailers are leveraging advanced technologies to provide personalized product recommendations, detailed product information, and competitive pricing, making it increasingly attractive for pet owners to purchase nutraceuticals through digital platforms.

Remaining Segments in Distribution Channel

The European pet nutraceuticals market is also served by several other significant distribution channels, each playing a unique role in meeting consumer needs. Specialty stores remain a crucial channel, particularly for premium and specialized nutraceutical products, offering expert advice and personalized service to pet owners. Convenience stores serve as important points of access for immediate purchase needs, though their product range tends to be more limited. Other channels, including veterinary clinics and local pet shops, contribute to the market by providing professional guidance and maintaining close relationships with local communities. These diverse channels collectively ensure comprehensive market coverage and cater to varying consumer preferences and shopping patterns across different European regions.

Europe Pet Nutraceuticals Market Geography Segment Analysis

Pet Nutraceuticals Market in United Kingdom

The United Kingdom stands as the dominant force in Europe's pet nutraceuticals market, commanding approximately 15% of the total market value in 2024. The country's leadership position is primarily driven by its high pet population and the increasing willingness of pet owners to invest in premium pet nutraceuticals products. British pet owners demonstrate a sophisticated understanding of pet health needs, with over a third of pet food buyers acknowledging supplements as the most effective means of delivering functional benefits to pets. The market is particularly strong in the omega-3 fatty acids and vitamins and minerals segments, which collectively represent nearly half of the country's nutraceutical sales. The UK market benefits from a well-developed distribution network, including both traditional retail channels and growing e-commerce platforms. Pet owners in the United Kingdom are increasingly adopting a preventive healthcare approach, leading to higher adoption rates of pet nutraceuticals products. The country's robust veterinary infrastructure and strong pet insurance penetration further support the growth of the nutraceuticals market.

Pet Nutraceuticals Market in Netherlands

The Netherlands emerges as the most dynamic market in Europe's pet nutraceuticals sector, projected to grow at approximately 12% annually from 2024 to 2029. The Dutch market demonstrates remarkable potential, driven by significant shifts in pet ownership patterns and evolving consumer preferences. The country has witnessed a notable transformation in pet care approaches, with a strong emphasis on preventive healthcare and wellness solutions. Dutch pet owners are increasingly embracing premium and specialized pet nutraceuticals products, particularly in urban areas where pet humanization trends are most pronounced. The market shows particular strength in the vitamins and minerals segment, with pet owners demonstrating high awareness of nutritional supplementation benefits. The Netherlands benefits from a sophisticated retail infrastructure, combining traditional pet specialty stores with growing digital commerce platforms. The country's strong focus on sustainable and natural products aligns well with the nutraceutical market's emphasis on health and wellness, further driving market expansion.

Pet Nutraceuticals Market in Germany

Germany maintains a strong position in Europe's pet nutraceuticals market, characterized by its sophisticated consumer base and well-developed distribution networks. The German market demonstrates particular strength in the vitamins and minerals segment, reflecting the country's traditional emphasis on preventive pet healthcare. German pet owners show a strong preference for scientifically-backed products, driving demand for high-quality pet nutraceuticals supplements. The market benefits from a robust network of specialty stores and veterinary clinics, which serve as key distribution channels for pet nutraceuticals. Dogs represent the largest segment in the German market, followed closely by cats, with both segments showing strong growth potential. The country's strict quality standards and regulatory framework ensure high product quality, building consumer trust in nutraceutical supplements. German consumers increasingly seek customized solutions for their pets' specific health needs, driving innovation in product formulations and delivery methods.

Pet Nutraceuticals Market in France

France exhibits a mature and sophisticated pet nutraceuticals market, characterized by strong consumer awareness and established distribution channels. The French market shows particular strength in premium pet supplements, reflecting the country's overall tendency toward high-quality pet care products. Pet owners in France demonstrate increasing interest in preventive healthcare solutions, driving demand for specialized pet nutraceuticals products. The market benefits from a well-developed veterinary infrastructure that actively promotes the use of supplements for pet health maintenance. French consumers show a strong preference for products with natural ingredients, influencing product development and marketing strategies. The country's retail landscape combines traditional pet specialty stores with growing online channels, providing diverse access points for consumers. Local regulations and quality standards ensure high product safety and efficacy, building consumer confidence in nutraceutical supplements.

Pet Nutraceuticals Market in Other Countries

The pet nutraceuticals market shows significant diversity across other European countries, including Italy, Spain, Poland, and Russia, each demonstrating unique market characteristics and growth patterns. These markets are characterized by varying levels of pet ownership, consumer awareness, and distribution infrastructure development. Italy shows strong potential in premium pet supplements, while Spain demonstrates growing interest in preventive pet healthcare solutions. Poland's market is rapidly evolving with increasing pet humanization trends, and Russia shows significant potential due to its large pet population. These markets benefit from growing consumer awareness about pet health and wellness, supported by improving distribution networks and retail infrastructure. The increasing adoption of Western pet care practices and growing disposable incomes in these regions continue to drive market expansion.

Europe Pet Nutraceuticals Industry Overview

Top Companies in Europe Pet Nutraceuticals Market

Leading companies in the pet nutraceuticals market are focusing heavily on product innovation and development to meet evolving pet health needs and consumer preferences. Companies are increasingly investing in research and development to create specialized formulations targeting specific health conditions in pets. Strategic partnerships with research institutes and veterinary organizations have become commonplace to enhance product development capabilities. Operational agility is demonstrated through the establishment of omnichannel distribution networks, combining traditional retail presence with growing e-commerce capabilities. Companies are expanding their geographical footprint through strategic acquisitions and partnerships, particularly in emerging European markets. Manufacturing capacity expansion and supply chain optimization initiatives are being undertaken to meet growing demand and ensure product availability across markets.

Market Led By Global Pet Care Leaders

The European pet nutraceuticals market is characterized by the strong presence of global pet care conglomerates who leverage their established brand reputation and extensive distribution networks. These major players benefit from their integrated operations spanning pet food, pharmaceuticals, and nutraceuticals, allowing them to offer comprehensive pet care solutions. The market shows 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.

Innovation and Distribution Key to Growth

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.


For emerging players and market contenders, success lies in identifying and serving underserved market segments and geographical regions. Developing specialized products for specific pet health conditions or age groups can help create distinct market positioning. Building strong relationships with local veterinary practices and pet stores is essential for market penetration. Companies must also prepare for potential regulatory changes regarding pet supplement claims and manufacturing standards. The ability to adapt to changing consumer preferences and maintain product quality while managing costs will be crucial for long-term success in the market.

Europe Pet Nutraceuticals Market Leaders

  1. ADM

  2. Mars Incorporated

  3. Nestle (Purina)

  4. Vetoquinol

  5. Virbac

  6. *Disclaimer: Major Players sorted in no particular order
Europe Pet Nutraceuticals Market Concentration
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Europe Pet Nutraceuticals Market News

  • 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 more in these countries.
  • April 2023: Vafo Praha, s.r.o. partnered with the Swedish wholesaler of pet food products, Lupus Foder AB. Under this partnership, VAFO got the majority stake in Lupus Foder, thus expanding its position in Scandinavia.
  • March 2023: Mars Incorporated launched new Pedigree Multivitamins, a trio of soft chews formulated to help pets with their immunity, digestion, and joints. It has been developed with the Waltham Petcare Science Institute team, vets, and pet nutritionists.

Europe Pet Nutraceuticals Market Report - Table of Contents

1. EXECUTIVE SUMMARY & KEY FINDINGS

2. REPORT OFFERS

3. INTRODUCTION

  • 3.1 Study Assumptions & Market Definition
  • 3.2 Scope of the Study​
  • 3.3 Research Methodology

4. KEY INDUSTRY TRENDS

  • 4.1 Pet Population
    • 4.1.1 Cats
    • 4.1.2 Dogs
    • 4.1.3 Other Pets
  • 4.2 Pet Expenditure
  • 4.3 Regulatory Framework
  • 4.4 Value Chain & Distribution Channel Analysis

5. MARKET SEGMENTATION (includes market size in Value in USD and Volume, Forecasts up to 2030 and analysis of growth prospects)

  • 5.1 Sub Product
    • 5.1.1 Milk Bioactives
    • 5.1.2 Omega-3 Fatty Acids
    • 5.1.3 Probiotics
    • 5.1.4 Proteins and Peptides
    • 5.1.5 Vitamins and Minerals
    • 5.1.6 Other Nutraceuticals
  • 5.2 Pets
    • 5.2.1 Cats
    • 5.2.2 Dogs
    • 5.2.3 Other Pets
  • 5.3 Distribution Channel
    • 5.3.1 Convenience Stores
    • 5.3.2 Online Channel
    • 5.3.3 Specialty Stores
    • 5.3.4 Supermarkets/Hypermarkets
    • 5.3.5 Other Channels
  • 5.4 Country
    • 5.4.1 France
    • 5.4.2 Germany
    • 5.4.3 Italy
    • 5.4.4 Netherlands
    • 5.4.5 Poland
    • 5.4.6 Russia
    • 5.4.7 Spain
    • 5.4.8 United Kingdom
    • 5.4.9 Rest of Europe

6. COMPETITIVE LANDSCAPE

  • 6.1 Key Strategic Moves
  • 6.2 Market Share Analysis
  • 6.3 Company Landscape
  • 6.4 Company Profiles
    • 6.4.1 ADM
    • 6.4.2 Alltech
    • 6.4.3 Clearlake Capital Group, L.P. (Wellness Pet Company Inc.)
    • 6.4.4 Dechra Pharmaceuticals PLC
    • 6.4.5 Mars Incorporated
    • 6.4.6 Nestle (Purina)
    • 6.4.7 Nutramax Laboratories Inc.
    • 6.4.8 Vafo Praha, s.r.o.
    • 6.4.9 Vetoquinol
    • 6.4.10 Virbac
  • *List Not Exhaustive

7. KEY STRATEGIC QUESTIONS FOR PET FOOD CEOS

8. APPENDIX

  • 8.1 Global Overview
    • 8.1.1 Overview
    • 8.1.2 Porter’s Five Forces Framework
    • 8.1.3 Global Value Chain Analysis
    • 8.1.4 Market Dynamics (DROs)
  • 8.2 Sources & References
  • 8.3 List of Tables & Figures
  • 8.4 Primary Insights
  • 8.5 Data Pack
  • 8.6 Glossary of Terms
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Europe Pet Nutraceuticals Industry Segmentation

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
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Europe Pet Nutraceuticals Market Research FAQs

How big is the Europe Pet Nutraceuticals Market?

The Europe Pet Nutraceuticals Market size is expected to reach USD 1.80 billion in 2025 and grow at a CAGR of 7.63% to reach USD 2.60 billion by 2030.

What is the current Europe Pet Nutraceuticals Market size?

In 2025, the Europe Pet Nutraceuticals Market size is expected to reach USD 1.80 billion.

Who are the key players in Europe Pet Nutraceuticals Market?

ADM, Mars Incorporated, Nestle (Purina), Vetoquinol and Virbac are the major companies operating in the Europe Pet Nutraceuticals Market.

Which segment has the biggest share in the Europe Pet Nutraceuticals Market?

In the Europe Pet Nutraceuticals Market, the Dogs segment accounts for the largest share by pets.

Which country has the biggest share in the Europe Pet Nutraceuticals Market?

In 2025, United Kingdom accounts for the largest share by country in the Europe Pet Nutraceuticals Market.

What years does this Europe Pet Nutraceuticals Market cover, and what was the market size in 2025?

In 2025, the Europe Pet Nutraceuticals Market size was estimated at 1.80 billion. The report covers the Europe Pet Nutraceuticals Market historical market size for years: 2017, 2018, 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Europe Pet Nutraceuticals Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Europe Pet Nutraceuticals Market Research

Mordor Intelligence offers extensive expertise in analyzing the pet nutraceuticals industry. We provide comprehensive insights into the rapidly evolving Europe pet supplements market. Our detailed research covers various segments, including nutritional supplements for cats, pet bladder supplements, pet fatty acid supplements, and pet heart supplement products. The analysis examines current market dynamics, emerging trends, and future growth opportunities within the pet nutritional supplement market.

Our in-depth report, available as an easy-to-download PDF, provides stakeholders with actionable intelligence on market dynamics, competitive landscapes, and regulatory frameworks. This includes important regulations such as SRO 120 of 2018. The research delivers valuable insights for manufacturers, distributors, and investors. It offers detailed analysis of consumer behavior, distribution channels, and technological innovations in the pet nutraceuticals sector. This comprehensive study enables businesses to make informed decisions while navigating the complex European pet supplements landscape.