UK Pet Nutraceuticals Market Size and Share
Market Overview
| Study Period | 2018 - 2031 |
|---|---|
| Base Year For Estimation | 2025 |
| Forecast Data Period | 2026 - 2031 |
| Market Size (2026) | USD 307.01 Million |
| Market Size (2031) | USD 488.55 Million |
| Growth Rate (2026 - 2031) | 9.73% CAGR |
| Market Concentration | Medium |
Major Players *Disclaimer: Major Players sorted in no particular order Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0. | |
UK Pet Nutraceuticals Market Analysis by Mordor Intelligence
The UK pet nutraceuticals market was valued at USD 279.80 million in 2025 and estimated to grow from USD 307.01 million in 2026 to reach USD 488.55 million by 2031, at a CAGR of 9.73% during the forecast period (2026-2031). Demand accelerates as owners treat pets like family members, veterinarians embrace preventive supplements, and manufacturers deploy cold-extrusion and microencapsulation to protect bioactives. Brexit has clarified domestic rules, shortening approval timelines and triggering fresh investment in local production, while dual regulation in Northern Ireland creates entry barriers for under-resourced foreign brands. Volatile fish-oil pricing prompts formulators to shift toward algal and precision-fermentation omega-3 sources, while artificial-intelligence platforms that personalize dosing enhance adherence, particularly in e-commerce subscription channels. Competitive intensity remains moderate as global majors expand their technology capabilities and direct-to-consumer innovators capitalize on niche spaces, such as postbiotics.
Key Report Takeaways
- By sub product, vitamins and minerals led with 25.85% revenue share of the UK pet nutraceuticals market share in 2025, the same category is also advancing at a 10.12% CAGR through 2031.
- By pet type, dogs commanded a 54.02% share of the UK pet nutraceuticals market size in 2025, while cats posted the fastest growth at a 10.22% CAGR to 2031.
- By distribution channel, the online channel captured 33.78% share of the UK pet nutraceuticals market in 2025 and is projected to register a 11.05% CAGR through 2031.
- The UK pet nutraceuticals market exhibits moderate fragmentation, with the top companies, including Mars, Incorporated, Nestlé (Purina), Vetoquinol S.A., Alltech, and Virbac, accounting for 38.86% of market share in 2024.
Note: Market size and forecast figures in this report are generated using Mordor Intelligence’s proprietary estimation framework, updated with the latest available data and insights as of January 2026.
UK Pet Nutraceuticals Market Trends and Insights
Drivers Impact Analysis
| Driver | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
|---|---|---|---|
| Rising pet humanization and willingness to pay for premium health products | +2.1% | UK-wide, strongest in London and the Southeast | Medium term (2-4 years) |
| Growing veterinary recommendations of functional supplements | +1.8% | UK-wide, concentrated in urban veterinary practices | Short term (≤ 2 years) |
| E-commerce and subscription models are expanding access | +1.5% | UK-wide, rural areas benefit most | Short term (≤ 2 years) |
| Regulatory clarity on feed material registration post-Brexit | +1.2% | Great Britain, limited Northern Ireland impact | Long term (≥ 4 years) |
| Cold-extrusion technology protecting probiotic viability | +0.9% | UK manufacturing hubs, export potential | Medium term (2-4 years) |
| AI-driven personalized dosing apps are increasing adherence | +0.7% | Tech-savvy urban demographics | Long term (≥ 4 years) |
| Source: Mordor Intelligence | |||
Rising Pet Humanization and Willingness to Pay for Premium Health Products
More owners treat pets as family members, prompting demand for preventive health solutions that mirror human supplements. Industry surveys show a jump in owners rating preventive care as essential, and this shift supports higher average transaction values in the UK pet nutraceuticals market[1]Source: PDSA, “PDSA Animal Wellbeing Report 2024,” pdsa.org.uk. Veterinary clinics are confirming a growing number of client inquiries about micronutrient balance and mobility support, underscoring the importance of targeted formulations. The premium focus extends to packaging that emulates the aesthetic of human nutraceuticals. Reduced availability of low-cost European imports post-Brexit nudges consumers toward premium domestic brands that emphasize traceability and clinical backing. Elevated discretionary income in 2025 further sustains the trend of trading up.
Growing Veterinary Recommendations of Functional Supplements
Following the Competition and Markets Authority's tightening of rules on prescription mark-ups, many clinics now rely on over-the-counter nutritional products to offset revenue pressure. Manufacturers have responded with continuing education modules that equip veterinarians to discuss strain-specific probiotics and bioavailable omega-3 ratios. Digital portals grant instant access to dosing guides, reducing hesitation around supplement dispensing. Pet insurance expansion steers owners toward preventive purchases that insurers often reimburse, reinforcing the prescription-to-supplement migration.
E-commerce and Subscription Models are Expanding Access
Digital transformation in pet product distribution has accelerated beyond traditional e-commerce toward sophisticated subscription models that leverage predictive analytics and automated reordering systems. The success of the subscription model stems from its ability to address the chronic issue of treatment adherence, with automated delivery ensuring consistent supplementation that improves clinical outcomes. Rural areas benefit disproportionately from e-commerce expansion, as traditional pet specialty stores often lack comprehensive selections of nutraceuticals. Mobile applications with dosing calculators and progress tracking have enhanced user engagement, with some platforms reporting higher adherence rates compared to traditional retail purchases. Brexit-related shipping delays for European products have strengthened domestic e-commerce players, enabling them to guarantee faster delivery times and avoid customs complications.
Regulatory Clarity on Feed Material Registration Post-Brexit
Brexit implementation has created opportunities for UK nutraceutical manufacturers through streamlined domestic regulatory pathways that bypass EU bureaucratic processes, though at the cost of increased complexity for companies serving both markets. The Veterinary Medicines Directorate's independent feed additive approval process, operational since January 2024, has reduced approval timelines from 18 to 24 months under EU procedures to 12 to 15 months for domestic applications[2]Source: Veterinary Medicines Directorate, “Feed Additive Approvals,” gov.uk. Streamlined approval reduces time-to-market on UK-specific formulations, including blends that address obesity and joint degeneration trends prevalent in British companion animals. Despite the added complexity for suppliers that must service Northern Ireland under EU rules, clarity in Great Britain attracts investment in local production capacity, thereby enhancing supply security.
Restraints Impact Analysis
| Restraint | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
|---|---|---|---|
| Stringent United Kingdom/Europe labeling and health-claim rules | -1.4% | UK-wide, Northern Ireland dual compliance | Long term (≥ 4 years) |
| Inflationary raw material and fish oil price volatility | -1.1% | Global supply chains affecting UK market | Short term (≤ 2 years) |
| Growing consumer confusion over probiotic vs postbiotic efficacy | -0.8% | Urban educated demographics primarily | Medium term (2-4 years) |
| Sustainability-linked diversion of fish oil to non-food industries | -0.6% | Global impact on UK ingredient sourcing | Long term (≥ 4 years) |
| Source: Mordor Intelligence | |||
Stringent United Kingdom/Europe Labeling and Health-Claim Rules
The UK's post-Brexit regulatory environment has maintained EU-level stringency in health claim substantiation, while also introducing domestic compliance requirements that create dual regulatory burdens for manufacturers serving both the United Kingdom and European markets. The Food Standards Agency's continued alignment with European Food Safety Authority standards for health claims requires extensive clinical documentation that smaller manufacturers often cannot afford, effectively consolidating market power among larger players with dedicated regulatory teams. The VMD's interpretation of feed material regulations has proven more restrictive than anticipated, with several previously approved ingredients requiring re-registration under new domestic standards. Northern Ireland's dual compliance requirements under the Windsor Framework add further complexity, as products must meet both UK and EU standards for cross-border distribution.
Inflationary Raw Material and Fish Oil Price Volatility
Inflationary pressures on key nutraceutical ingredients have intensified following supply chain disruptions in primary source regions, with fish oil prices experiencing particular volatility due to restrictions on Peruvian anchovy fishing and climate-related variations in catch. The International Fishmeal and Fish Oil Organization reported a 23% price increase for omega-3 concentrates in 2024, forcing manufacturers to either absorb the costs or pass them on to consumers in a price-sensitive market[3]Source: IFFO, “Omega-3 Supply Chain Challenges,” iffo.com. UK importers incurred an additional 3-5% administrative costs at customs, passing much of the burden onto retail prices. Manufacturers are pivoting to algal or precision-fermented DHA and EPA, yet the scale remains insufficient to narrow the price gap. Elevated marine collagen costs ripple into joint health formulations, testing pricing tolerance in price-sensitive segments of the UK pet nutraceuticals market.
Segment Analysis
By Sub Product: Micronutrient Precision Drives Innovation
Vitamins and minerals account for 25.85% of the UK pet nutraceuticals market share in 2025 and are expanding at a 10.12% CAGR, the swiftest among tracked categories. The UK pet nutraceuticals market size associated with this segment benefits from cold-extrusion lines that lock in heat-labile B-complex vitamins, enabling lower inclusion rates without compromising efficacy. Veterinary practitioners are increasingly screening for trace mineral deficits in commercial diets, validating daily booster products that cater to life-stage needs. Omega-3 fatty acids remain the second-largest value pool, although raw material insecurity and sustainability scrutiny are steering formulation scientists toward algae-sourced EPA and DHA concentrates, which are verified by Marine Stewardship Council protocols.
Probiotics post robust double-digit growth, driven by widening clinical evidence of strain-specific gastrointestinal and immune modulation. Consumer uncertainty regarding live versus postbiotic forms hinders trade-up opportunities. Proteins and peptides serve as niche senior and recovery SKUs that command high per-unit pricing due to the high costs associated with hydrolysate production. Emerging botanicals, adaptogens, and antioxidant complexes are gaining traction among holistic pet owners seeking alternatives to synthetic actives, although regulatory hurdles are slowing the launch pace.
Note: Segment shares of all individual segments available upon report purchase
By Pets: Cats Specialization Accelerates Growth
Dogs retained a 54.02% revenue share in 2025, and the cats segment is outpacing the market at a 10.22% CAGR through 2031, as brands roll out urinary tract and hairball reduction complexes aimed exclusively at cats. This segment of the UK pet nutraceuticals market responds to metabolic distinctions such as those found in obligate carnivores, where antioxidant pathways fail to efficiently metabolize beta-carotene into vitamin A. Senior cat populations, now living longer owing to improved veterinary care, propel demand for mobility chews formulated with species-appropriate glucosamine dosing.
Other pets, notably rabbits and birds, collectively represent a modest but growing share as specialist exotic clinics expand geographically, encouraging the development of tailored supplement formulations. Niche volume translates into premium price points, enabling small-batch producers to maintain healthy margins without competing directly with mass-produced dog chews. Manufacturers utilize feline palatability research to counteract notorious taste selectiveness, adopting flavor systems modeled on fish and poultry hydrolysates developed at dedicated sensory panels. Marketing campaigns highlight taurine stability and phosphorus control to resonate with vet-recommended dietary adjustments.
By Distribution Channel: Digital Transformation Reshapes Access
Online platforms held a 33.78% value share in 2025 and are forecasted to grow at a 11.05% CAGR through 2031, driven by algorithm-driven curation that matches health profiles to stock-keeping unit features. Subscription boxes mitigate the risk of out-of-stock issues and reduce the reorder friction that historically plagued supplement adherence, resulting in a higher completion rate of thirty-day regimens compared with traditional retail workflows. Specialty stores maintain influence for complex condition SKUs where staff training adds reassurance, yet growth lags the overall UK pet nutraceuticals market as foot traffic shifts online.
Supermarkets and hypermarkets capture impulse buys and basic vitamin staples, but rarely dedicate space to advanced joint and microbiome blends, which limits the average basket value. Veterinary clinics, constrained by CMA prescription fee caps, increasingly position nutraceuticals as margin-friendly add-ons, supported by point-of-sale displays and QR-linked clinical data sheets. Convenience stores in densely urbanized areas are piloting small-format sachets catering to on-the-go consumers, an experiment closely watched by larger grocery chains as they evaluate category expansion.
Note: Segment shares of all individual segments available upon report purchase
Geography Analysis
London and the Southeast accounted for a majority of the 2024 value, driven by higher household incomes and an abundance of veterinary infrastructure. The region’s projected growth reflects sustained urbanization, dense e-commerce fulfillment networks, and early adopter receptiveness to AI dosing tools. Higher apartment living correlates with small-breed ownership, boosting demand for concentrated joint and dental supplements that fit restricted caloric allowances. Regulatory advisers and R&D laboratories cluster near the knowledge hubs of Cambridge and Oxford, creating a pipeline for academically validated formulations that secure swift clearance from the Veterinary Medicines Directorate (VMD).
Northern England and Scotland are projected to exhibit the highest growth, supported by growth in working dog populations and a broadening base of companion animal insurers. The improved fiber broadband rollout enables rural consumers to access subscription services that previously struggled with last-mile delivery reliability. Regional universities offering programs in agriculture and veterinary sciences deliver outreach programs that raise awareness of condition-specific supplementation, supporting a trade-up from generic multivitamins to targeted blends.
Wales benefits from robust veterinary programs based in Aberystwyth and Cardiff, contributing to professional recommendation rates that exceed the national average. However, overall purchasing power limits spending per pet. Northern Ireland contends with dual-regime compliance costs, steering smaller suppliers toward Great Britain focus. Yet larger brands able to manage dual SKU packaging secure first-mover advantage, laying groundwork for eventual cross-border harmonization of claims dossiers.
Competitive Landscape
The UK pet nutraceuticals market exhibits moderate fragmentation, with the top companies, including Mars, Incorporated, Nestlé (Purina), Vetoquinol S.A., Alltech, and Virbac, accounting for 38.86% of market share in 2024. Multinational food companies, such as Mars and Nestlé, deploy vertical integration to secure raw materials and leverage existing veterinary salesforces, but face nimble challengers like Vetio Animal Health that differentiate themselves through proprietary cold-press platforms. Patent office filings increased by 23% year-over-year in 2024, highlighting innovation in live-culture stabilization and dual-action joint-coat complexes. Direct-to-consumer disruptors utilize AI-based personalization engines that develop customized powder blends, shipped in biodegradable sachets, effectively bypassing retail slotting fees.
Regulation acts as a double-edged sword. Large incumbents capitalize on in-house regulatory affairs divisions to navigate the intricacies of the Windsor Framework more efficiently than start-ups, yet novel players exploit slower claim adjudication to build educational communities that prime consumer acceptance ahead of their product launch. Supply risk linked to marine ingredients incentivizes vertical partnerships; DSM-Firmenich’s joint venture with a UK fermentation start-up positions the firm for future price stability and ESG compliance advantages.
Marketing strategies pivot on professional credibility. Companies co-fund clinical trials at United Kingdom veterinary colleges, subsequently publishing peer-reviewed data that underwrite label claims and continuing education modules. Social commerce influencers play a supplementary role, particularly within cat owner circles on mobile video platforms, where visually documenting taste acceptance accelerates conversion for new SKUs.
UK Pet Nutraceuticals Industry Leaders
Alltech Inc.
Vetoquinol S.A.
Virbac
Nestlé (Purina)
Mars, Incorporated
- *Disclaimer: Major Players sorted in no particular order
Recent Industry Developments
- October 2024: Pure Pet Food secured GBP 15 million (USD 19.2 million) Series A funding led by Felix Capital to expand its personalized nutrition platform and cold-pressed manufacturing capabilities. The investment enables the company to scale its AI-driven meal planning technology and enter the nutraceuticals market with customized supplement recommendations based on individual pet health profiles.
- 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.
- January 2023: Wellness Pet Company Inc., a subsidiary of Clearlake Capital Group LP, has launched a new range of supplements designed for dogs, prioritizing daily health benefits to promote overall well-being. These products help meet the proactive approach of pet parents for long-term health and well-being.
UK 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.
| Milk Bioactives |
| Omega-3 Fatty Acids |
| Probiotics |
| Proteins and Peptides |
| Vitamins and Minerals |
| Other Nutraceuticals |
| Cats |
| Dogs |
| Other Pets |
| Convenience Stores |
| Online Channel |
| Specialty Stores |
| Supermarkets/Hypermarkets |
| Other Channels |
| 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 |
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 |
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
