Pet Dietary Supplements Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Pet Supplement Market Report is Segmented by Product Form (Tablets and Capsules, Chewables and Soft Chews, and More), by Supplement Type (Multivitamins, and More), by Function (Urinary Tract Health, and More), by Pet Type (Dogs, and More), by Distribution Channel (Convenience Stores, and More), and Geography (North America, Europe, and More). The Market Forecasts are Provided in Terms of Value (USD).

Pet Supplements Market Size and Share

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

Pet Supplements Market Analysis by Mordor Intelligence

The pet supplement market size, valued at USD 2.7 billion in 2025, is projected to reach USD 3.67 billion by 2030, registering a CAGR of 6.31%. Market expansion is attributed to the increasing emphasis on pet health and wellness, the development of premium functional formulations, and the growth of digital commerce platforms. Although specialty retailers maintain significant market presence, online subscription models are reshaping customer engagement and product replenishment strategies. The establishment of regulatory frameworks for cannabidiol (CBD) and clinical validation of targeted ingredients facilitates product portfolio expansion. Market participants emphasize acquisitions, scientific validation, and ingredient transparency, demonstrating that operational scale, consumer trust, and supply chain efficiency are critical determinants of market success.[1]U.S. Food & Drug Administration, “Animal Food & Feeds Updates,” fda.gov

Key Report Takeaways

  • By product form, chewables and soft chews led with 39% of the pet supplement market share in 2024, while liquids and gels are on track to expand at an 8.5% CAGR through 2030.
  • By supplement type, multivitamins held 28.7% share of the pet supplement market size in 2024; CBD and hemp derivatives are forecast for a 10.4% CAGR to 2030.
  • By function, hip and joint health commanded 31.2% of the pet supplement market size in 2024; calming and anxiety relief is set to grow at a 9.7% CAGR.
  • By pet type, dogs accounted for 45.7% revenue share in 2024, whereas cats represent the fastest-growing segment at a 7.1% CAGR.
  • By distribution channel, specialty stores held 42.3% share of the pet supplement market in 2024; online channels record the highest projected CAGR at 12.6%.
  • By geography, North America accounted for 48.4% of global revenue in 2024, while the Asia-Pacific region is projected to grow at a CAGR of 7.4% through 2030.

Segment Analysis

By Product Form: Chewable Retain Loyalty, Liquids Drive Innovation

Chewable and soft chews dominate the pet supplement market with a 39% share in 2024, primarily due to their flavor-masking capabilities and convenient dosing. Tablets and capsules maintain strong adoption in veterinary clinics, where precise dosage control and longer shelf life are essential. The liquid and gel segment shows the highest growth rate at 8.5% CAGR through 2030, particularly serving senior pets and those that have difficulty with solid supplements. Powders and dental chews complete the product range, offering multiple benefits such as joint support, calming effects, and skin health in single formulations. The market continues to evolve with new formats such as melt-in-mouth films for convenient administration.

The increasing focus on nutritional precision has driven innovations in dosage delivery, including liquid pump dispensers and cold-extrusion processes for chewables. Manufacturers address supply chain stability through dual-sourcing strategies for ingredients like gelatin and plant-based binders, while implementing sustainability certifications to meet retailer requirements. The emergence of combination supplement-snack products reflects consumer interest in functional treats, further strengthening the market position of chewable formats.

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Note: Segment shares of all individual segments available upon report purchase

By Supplement Type: Multivitamins Anchor, CBD and Proteins Disrupt

Multivitamins hold 28.7% of the pet supplement market share in 2024, serving as a primary entry point for consumers seeking comprehensive wellness solutions. The market shows increased diversification through condition-specific supplements, particularly in immune health and senior care categories. CBD and hemp derivatives demonstrate strong growth with a 10.4% CAGR, supported by improving regulations and their effectiveness in both anxiety reduction and mobility enhancement. Proteins and peptides, particularly collagen formulations, gain prominence in joint health and dermatological applications, with notable adoption in Asian markets where fish-derived collagen meets regional preferences. The market maintains steady demand for omega-3s, probiotics, antioxidants, and botanical ingredients in specialized formulations.

Research validation emerges as a significant factor, with expanding clinical evidence supporting collagen-vitamin C combinations and lipid-encapsulated CBD formulations. Advanced proteomic analysis techniques improve peptide bioavailability, creating clear differentiation between premium products and standard multivitamin offerings in the market.

By Function: Joint Health Dominates, Calming and Anxiety Relief Accelerates

Hip and joint health supplements accounted for 31.2% of the pet supplement market size in 2024, driven by the increasing population of aging companion animals and pet owners' commitment to investing in long-term mobility solutions. Advanced formulations featuring UC-II collagen, green-lipped mussel, and boswellia serrata are replacing traditional glucosamine-only products, backed by clinical studies demonstrating improved pain reduction outcomes.[2]Frontiers in Veterinary Science, “Collagen Supplementation and Canine Mobility,” frontiersin.org

The calming and anxiety relief segment is growing at a 9.7% CAGR, responding to increased pet stress levels following post-pandemic schedule adjustments. Products containing L-theanine, chamomile, and CBD combinations are becoming essential components in pet evening routines and travel preparations. Digestive health, weight management, and skin and coat care segments maintain steady growth in the mid-single digits, with advances in probiotic diversity and fiber formulations. The market share for calming supplements is projected to exceed 17% by 2030, reflecting the increasing emphasis on behavioral health in veterinary care. While currently specialized, renal and cardiovascular support products show growth potential, supported by research on SGLT2 inhibitors and parsley extracts improving kidney function in cats.

By Pet Type: Dogs Drive Volume, Cats Gain Strategic Focus

Dogs represented 45.7% of revenue in 2024, attributed to increased supplement adoption, demonstrated return on investment in preventive care, and expanded breed-specific product offerings. Joint health, digestive support, and dental care supplements constitute the primary canine segment, while weight management products increase in correlation with obesity rates. The cat segment, demonstrating a 7.1% CAGR, receives substantial research and development investment as manufacturers address specific dietary requirements and health conditions, notably chronic kidney disease. Enhanced palatability through advanced flavor systems addresses historically low supplement acceptance in cats.

Birds, small mammals, and exotic pets comprise specialized market segments with growth potential through specialty retail education and online community engagement. The market for feline kidney health supplements is projected to triple by 2030, supported by clinical validation of amino acid formulations. Multi-pet households utilize universal supplements, such as probiotic powders, enabling retailers to optimize inventory management.

Pet Supplements Market: Market Share by Pet Type
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Note: Segment shares of all individual segments available upon report purchase

By Distribution Channel: Specialty Stores Hold, Online Channels Surge

Specialty stores account for 42.3% of pet supplement sales in 2024, attributed to their curated product selection and trained staff who provide supplement administration guidance. The strategic placement near premium pet foods and grooming services increases transaction values. The online channel demonstrates 12.6% CAGR growth, driven by subscription functionality, automated delivery discounts, and verified customer reviews that influence purchase decisions. The industry implements data analytics to generate supplement recommendations based on pet specifications and purchase patterns.

Veterinary clinics maintain their position as primary distributors of therapeutic supplements, including prescription renal formulations, while supermarkets facilitate the broad distribution of standard supplements such as multivitamins and dental products. Advanced logistics infrastructure and temperature-controlled distribution networks will facilitate the introduction of probiotic supplements and fresh formulations.

Geography Analysis

North America generated 48.4% of global revenue in 2024. The region's market leadership is attributed to high pet ownership rates, premium spending patterns, and a developed e-commerce infrastructure. Market expansion continues through increased veterinary adoption of functional ingredients and regulatory advancement regarding CBD supplements.[3] American Pet Products Association, “APPA National Pet Owners Survey,” americanpetproducts.org Canada and Mexico contribute additional growth through expanding middle-income populations and preventive pet care education initiatives.

Asia-Pacific exhibits the highest growth trajectory with a projected 7.4% CAGR through 2030. China, Japan, and India drive regional expansion through urbanization, middle-class expansion, and increasing pet humanization trends. International manufacturers adapt through market-specific flavors, appropriate package sizes, and comprehensive retail strategies across diverse regulatory frameworks. 

Europe sustains market growth through Germany, the UK, and France, supported by stringent ingredient standards and a significant senior pet demographic. The market addresses consumer requirements for organic, plant-based, and scientifically validated formulations. South America, specifically Brazil, and the Middle East and Africa, particularly the UAE, demonstrate growth potential as Western consumption patterns expand through expatriate communities and digital market penetration.

Market Analysis of Pet Supplements Market: Forecasted Growth Rate by Region
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Competitive Landscape

Major consumer packaged-goods companies, veterinary pharmaceutical firms, and private-equity investors are increasing market consolidation. Nestle Purina PetCare Company, Mars Incorporated (Mars Petcare), Colgate-Palmolive Company (Hill’s Pet Nutrition), General Mills Inc. (Blue Buffalo), and H&H Group – Zesty Paws combinedly occupied 41.2% market share in 2024. The companies are expanding through targeted acquisitions to address capability and ingredient gaps, as demonstrated by General Mills' USD 1.45 billion acquisition of Whitebridge Pet Brands in 2024. Clinical validation has become essential for retail placement, leading companies to publish peer-reviewed research on ingredient effectiveness.

Zesty Paws introduced an obesity-focused canine supplement in April 2025, expanding its weight-management product range. Virbac reported a 13.6% revenue increase in 2025, reflecting market demand for dental and dermatology products supported by veterinary endorsement. Patent protection, including Mars' US10709156B2 for probiotic tablets, enables companies to establish protected positions in condition-specific segments.

New market entrants focus on clean-label formulations, plant-based ingredients, and direct-to-consumer strategies that prioritize transparency and customer feedback. Start-up companies are implementing AI-based recommendation systems that connect supplements with data from pet wearables. Established companies respond through venture capital investments and development partnerships to enhance innovation. As vertical integration increases for essential ingredients like krill, collagen, and specialty botanicals, manufacturers with diverse supply sources will better manage price fluctuations in the pet supplement market.

Pet Supplements Industry Leaders

  1. Nestle Purina PetCare Company

  2. Mars Incorporated (Mars Petcare)

  3. Colgate-Palmolive Company (Hill’s Pet Nutrition)

  4. General Mills Inc. (Blue Buffalo)

  5. H&H Group – Zesty Paws

  6. *Disclaimer: Major Players sorted in no particular order
Pet Supplements Market Concentration
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Recent Industry Developments

  • March 2025: Zesty Paws introduced New Vet Strength, a canine obesity supplement that supports fat metabolism, digestion, and satiety in dogs. The product contains scientifically formulated ingredients to aid in weight management.
  • February 2025: Fera Pets launched a dental support powder for pets that combines botanical ingredients with postbiotics. The product, Fera Pets Dental Support, addresses oral health concerns through internal supplementation. The formulation contains three primary ingredients: Oravestin, Bactase Pet, and a clinically tested postbiotic.
  • December 2024: General Mills completed its USD 1.45 billion acquisition of Whitebridge Pet Brands’ North American portfolio.
  • October 2024: Elanco received FDA approval for Credelio Quattro, a broad-spectrum parasiticide for dogs.

Table of Contents for Pet Supplements Industry Report

1. Introduction

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. Research Methodology

3. Executive Summary

4. Market Landscape

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Surge in CBD-infused Supplement Launches
    • 4.2.2 Age-related Osteoarthritis in Senior Dogs
    • 4.2.3 Subscription-Based DTC E-commerce Models Expanding Average Order Value
    • 4.2.4 Veterinary Endorsement of Probiotic Formulas in Companion-Animal Clinics
    • 4.2.5 Demand for Clean-Label, Plant-Based Formulations
    • 4.2.6 Novel-Food Approval for Algae-Derived Omega-3 Ingredients
  • 4.3 Market Restraints
    • 4.3.1 Stringent FDA and NASC Compliance Extending Time-to-Market
    • 4.3.2 Volatile Krill-oil Supply Chain Raising Input Costs
    • 4.3.3 Price Sensitivity Among First-Time Supplement Buyers
    • 4.3.4 Consumer Skepticism over Efficacy of Pet Supplements
  • 4.4 Regulatory and Technological Outlook
  • 4.5 Porter’s Five Forces Analysis
    • 4.5.1 Threat of New Entrants
    • 4.5.2 Bargaining Power of Buyers
    • 4.5.3 Bargaining Power of Suppliers
    • 4.5.4 Threat of Substitutes
    • 4.5.5 Intensity of Competitive Rivalry

5. Market Size and Growth Forecasts (Value)

  • 5.1 By Product Form
    • 5.1.1 Tablets and Capsules
    • 5.1.2 Chewable and Soft Chews
    • 5.1.3 Powders
    • 5.1.4 Liquids and Gels
    • 5.1.5 Capsules
    • 5.1.6 Other Forms
  • 5.2 By Supplement Type
    • 5.2.1 Multivitamins
    • 5.2.2 Probiotics and Prebiotics
    • 5.2.3 Omega-3 and Essential Fatty Acids
    • 5.2.4 Glucosamine and Chondroitin
    • 5.2.5 CBD and Hemp Derivatives
    • 5.2.6 Antioxidants
    • 5.2.7 Herbal and Botanical Extracts
    • 5.2.8 Other Supplement Type
  • 5.3 By Function
    • 5.3.1 Urinary Tract Health
    • 5.3.2 Hip and Joint Health
    • 5.3.3 Diabetes Management
    • 5.3.4 Heart and Renal Health
    • 5.3.5 Skin and Coat Health
    • 5.3.6 Immune System Support
    • 5.3.7 Digestive Health
    • 5.3.8 Calming and Anxiety Relief
    • 5.3.9 Dental and Oral Care
    • 5.3.10 Metabolic/ Weight Management
    • 5.3.11 Senior/Cognitive Support
    • 5.3.12 Other Specialty Needs
  • 5.4 By Pet Type
    • 5.4.1 Dogs
    • 5.4.2 Cats
    • 5.4.3 Birds
    • 5.4.4 Small Mammals
    • 5.4.5 Equine
    • 5.4.6 Aquatic
    • 5.4.7 Reptiles
    • 5.4.8 Other Pets
  • 5.5 By Distribution Channel
    • 5.5.1 Convenience Stores
    • 5.5.2 Online Channel
    • 5.5.3 Specialty Stores
    • 5.5.4 Supermarkets/Hypermarkets
    • 5.5.5 Other Channels
  • 5.6 By Geography
    • 5.6.1 North America
    • 5.6.1.1 United States
    • 5.6.1.2 Canada
    • 5.6.1.3 Mexico
    • 5.6.1.4 Rest of North America
    • 5.6.2 Europe
    • 5.6.2.1 Germany
    • 5.6.2.2 United Kingdom
    • 5.6.2.3 France
    • 5.6.2.4 Italy
    • 5.6.2.5 Spain
    • 5.6.2.6 Russia
    • 5.6.2.7 Rest of Europe
    • 5.6.3 Asia-Pacific
    • 5.6.3.1 China
    • 5.6.3.2 Japan
    • 5.6.3.3 India
    • 5.6.3.4 South Korea
    • 5.6.3.5 Australia
    • 5.6.3.6 Rest of Asia-Pacific
    • 5.6.4 South America
    • 5.6.4.1 Brazil
    • 5.6.4.2 Argentina
    • 5.6.4.3 Chile
    • 5.6.4.4 Rest of South America
    • 5.6.5 Middle East
    • 5.6.5.1 United Arab Emirates
    • 5.6.5.2 Saudi Arabia
    • 5.6.5.3 Israel
    • 5.6.5.4 Turkey
    • 5.6.5.5 Rest of Middle East
    • 5.6.6 Africa
    • 5.6.6.1 South Africa
    • 5.6.6.2 Egypt
    • 5.6.6.3 Rest of Africa

6. Competitive Landscape

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (includes Global-level Overview, Market-level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
    • 6.4.1 Nestle Purina PetCare Company
    • 6.4.2 Mars Incorporated (Mars Petcare)
    • 6.4.3 Colgate-Palmolive Company (Hill’s Pet Nutrition)
    • 6.4.4 General Mills Inc. (Blue Buffalo)
    • 6.4.5 H&H Group – Zesty Paws
    • 6.4.6 Nutramax Laboratories, Inc.
    • 6.4.7 Elanco
    • 6.4.8 Zoetis Services LLC
    • 6.4.9 Virbac
    • 6.4.10 Kemin Industries, Inc.
    • 6.4.11 Nordic Naturals
    • 6.4.12 Healthy Pets (PetAlive)
    • 6.4.13 Schell & Kampeter, Inc. (Diamond Pet Foods)
    • 6.4.14 Wellness Pet, LLC
    • 6.4.15 Affinity Petcare S.A. (A Subsidiary of Agrolimen SA)

7. Market Opportunities and Future Outlook

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Global Pet Supplements Market Report Scope

Pet dietary supplements are feed supplements used with pet food to improve the nutritive balance or performance of the pet food consumed. These products are added to a pet's regular diet which contains ingredients intended to improve health.

The Pet Dietary Supplements Market is segmented by Specialty Type (Urinary Tract Diseases, Diabetes, Renal, Digestive Sensitivity, Oral Care, and Other Specialty Types), Pet Type (Dog, Cat, Bird, and Other Pet Types), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa). The report offers market size and forecasts in terms of value (USD) and Volume (Metric Tons) for the above-mentioned segments.

By Product Form Tablets and Capsules
Chewable and Soft Chews
Powders
Liquids and Gels
Capsules
Other Forms
By Supplement Type Multivitamins
Probiotics and Prebiotics
Omega-3 and Essential Fatty Acids
Glucosamine and Chondroitin
CBD and Hemp Derivatives
Antioxidants
Herbal and Botanical Extracts
Other Supplement Type
By Function Urinary Tract Health
Hip and Joint Health
Diabetes Management
Heart and Renal Health
Skin and Coat Health
Immune System Support
Digestive Health
Calming and Anxiety Relief
Dental and Oral Care
Metabolic/ Weight Management
Senior/Cognitive Support
Other Specialty Needs
By Pet Type Dogs
Cats
Birds
Small Mammals
Equine
Aquatic
Reptiles
Other Pets
By Distribution Channel Convenience Stores
Online Channel
Specialty Stores
Supermarkets/Hypermarkets
Other Channels
By Geography North America United States
Canada
Mexico
Rest of North America
Europe Germany
United Kingdom
France
Italy
Spain
Russia
Rest of Europe
Asia-Pacific China
Japan
India
South Korea
Australia
Rest of Asia-Pacific
South America Brazil
Argentina
Chile
Rest of South America
Middle East United Arab Emirates
Saudi Arabia
Israel
Turkey
Rest of Middle East
Africa South Africa
Egypt
Rest of Africa
By Product Form
Tablets and Capsules
Chewable and Soft Chews
Powders
Liquids and Gels
Capsules
Other Forms
By Supplement Type
Multivitamins
Probiotics and Prebiotics
Omega-3 and Essential Fatty Acids
Glucosamine and Chondroitin
CBD and Hemp Derivatives
Antioxidants
Herbal and Botanical Extracts
Other Supplement Type
By Function
Urinary Tract Health
Hip and Joint Health
Diabetes Management
Heart and Renal Health
Skin and Coat Health
Immune System Support
Digestive Health
Calming and Anxiety Relief
Dental and Oral Care
Metabolic/ Weight Management
Senior/Cognitive Support
Other Specialty Needs
By Pet Type
Dogs
Cats
Birds
Small Mammals
Equine
Aquatic
Reptiles
Other Pets
By Distribution Channel
Convenience Stores
Online Channel
Specialty Stores
Supermarkets/Hypermarkets
Other Channels
By Geography
North America United States
Canada
Mexico
Rest of North America
Europe Germany
United Kingdom
France
Italy
Spain
Russia
Rest of Europe
Asia-Pacific China
Japan
India
South Korea
Australia
Rest of Asia-Pacific
South America Brazil
Argentina
Chile
Rest of South America
Middle East United Arab Emirates
Saudi Arabia
Israel
Turkey
Rest of Middle East
Africa South Africa
Egypt
Rest of Africa
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Key Questions Answered in the Report

What is the current value of the pet supplement market?

The pet supplement market stands at USD 2.7 billion in 2025 and is forecast to reach USD 3.67 billion by 2030.

Which product form leads sales today?

Chewable and soft chews hold 39% of 2024 revenue thanks to palatability and simple dosing.

How fast are CBD-based pet supplements growing?

CBD and hemp derivatives are projected to advance at a 10.4% CAGR between 2025 and 2030.

Why are online channels gaining traction?

Subscription-driven direct-to-consumer platforms lift average order value by up to 23% and provide data for personalized targeting.

Which geographic region shows the strongest growth outlook?

Asia-Pacific is on course for a 7.4% CAGR as rising urban incomes and pet humanization accelerate supplement adoption.

What regulatory changes impact new product launches?

Stricter FDA ingredient approvals and wider NASC compliance requirements lengthen development timelines but also bolster consumer trust.

Page last updated on: July 7, 2025

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