Pet Nutrition and Supplements Market Overview

The global pet nutrition and supplements market is experiencing accelerated growth, fueled by rising pet humanization trends, increased awareness about pet health, and the growing prevalence of chronic diseases in companion animals. Valued at USD 10.6 billion in 2025, the market is projected to reach USD 17.9 billion by 2033, growing at a CAGR of 6.8% during the forecast period.

The surge in pet ownership, particularly in urban areas, coupled with rising disposable incomes, is reshaping consumer spending on pet care. Supplements targeting joint health, digestion, immunity, and skin/fur health are gaining widespread adoption, especially for aging pets. Functional treats and vet-recommended dietary supplements are becoming mainstream as preventive healthcare becomes a norm in pet parenting.

Technological innovations such as personalized nutrition plans, subscription-based supplement services, and ingredient traceability are also contributing to market momentum. In addition, increased focus on clean-label and natural ingredients is creating significant opportunities for brands aligned with transparency and holistic animal wellness.

Pet Nutrition and Supplements Market Drivers and Opportunities

Rising Pet Humanization and Focus on Preventive Healthcare

One of the primary factors driving the global pet nutrition and supplements market is the rapid shift in pet ownership dynamics. Pets are increasingly regarded as family members, leading to heightened focus on their health and well-being. This humanization trend is fueling demand for specialized dietary supplements that support joint mobility, digestive function, cognitive health, and immunity. Owners are now investing proactively in preventive solutions rather than reactive treatments. Supplements such as omega-3 fatty acids for skin and coat health, glucosamine for joint support, and probiotics for gut balance are becoming essential components of pet care regimens. Moreover, rising awareness around breed-specific needs and age-related nutritional demands further enhances the relevance of tailored supplement solutions, particularly in developed economies like the U.S., Germany, and Japan.

Increasing Prevalence of Chronic Diseases in Pets

With pets living longer due to better healthcare and diets, there is a corresponding rise in age-related and chronic conditions such as arthritis, obesity, anxiety, and cardiovascular issues. As a result, the demand for dietary interventions and supplemental products that aid in managing or preventing these conditions has increased significantly. Supplements designed to manage inflammation, improve cardiovascular function, enhance cognitive health, and address metabolic disorders are witnessing growing acceptance. Additionally, veterinary endorsements of supplements and the emergence of clinical evidence supporting efficacy are strengthening consumer trust and adoption. This is further enhanced by e-commerce platforms and mobile applications that offer educational resources and easy access to specialized products.

Market Opportunity: Rising Demand for Natural, Organic, and Personalized Pet Supplements

The ongoing clean-label movement and increasing concern over synthetic additives have led to rising demand for natural and organic pet supplements. Consumers are opting for plant-based and non-GMO products made with ingredients like turmeric, hemp, flaxseed, and seaweed. These products resonate with eco-conscious pet parents who prioritize safety, sustainability, and holistic health. Moreover, personalization is gaining momentum—brands are using pet data (breed, age, weight, health condition) to offer customized nutrition plans through AI and subscription platforms. The combination of personalized care and natural formulation is emerging as a strong value proposition. Additionally, sustainable packaging, cruelty-free testing, and transparency in sourcing and labelling are becoming differentiating factors that influence consumer purchasing behaviour.

Pet Nutrition and Supplements Market Scope

Pet Nutrition and Supplements Market Report Segmentation Analysis

The global Pet Nutrition and Supplements Market industry analysis is segmented by Product, Pet Type, Form, Ingredient, Distribution Channel, and by region.

Nutritional Supplements and Functional Treats Dominate the Market

The pet nutrition and supplements market is strongly led by nutritional supplements and functional treats, which together account for the largest share by product type. Nutritional supplements are designed to enhance the overall health and wellness of pets by supporting vital bodily functions such as digestion, joint mobility, immunity, skin and coat health, and cognitive function. These supplements are especially crucial for aging animals or those with chronic conditions. Key ingredients such as glucosamine, omega fatty acids, probiotics, and multivitamins have become widely used due to their scientifically backed benefits.

On the other hand, functional treats offer a convenient and enjoyable way to deliver these nutrients. They are especially popular among pet owners because they serve a dual purpose: they act as rewards or snacks while providing targeted health benefits. These treats are often formulated to support dental health, joint care, or anxiety relief. Their palatability ensures better compliance, making them more effective compared to traditional pills or powders. The increasing availability of grain-free, organic, and breed-specific options further drives consumer interest. Furthermore, innovation in product design—such as soft chews and flavoured bites—continues to propel this segment, meeting the rising demand for premium and personalized pet wellness solutions.

Dogs Lead the Pet Type Segment

Dogs represent the largest and most lucrative segment in the pet nutrition and supplements market by pet type, commanding a dominant share due to their higher ownership rates across regions and greater expenditure per pet. Globally, dogs are the most popular household pets, especially in North America, Europe, and increasingly in the Asia-Pacific region, where urbanization and lifestyle changes are boosting pet adoption. This growing base of dog owners translates into consistently high demand for various health supplements, including those for joint care, digestion, immunity, and anxiety relief.

The wide range of sizes, breeds, and health needs in dogs also contributes to the diversity of product offerings. Larger breeds, for example, are more prone to joint issues and thus require specialized joint health supplements, while small breeds often benefit from dental and digestive supplements. Furthermore, dogs are more responsive to training and reward-based supplementation (like functional treats), which leads to higher consumption. Brands continuously develop breed- and age-specific formulas, reflecting increased consumer awareness of personalized pet nutrition. While cats and birds also represent key market segments, their lower average supplement intake and more selective eating habits place them behind dogs in terms of market value and growth rate.

Chewables are the Preferred Form

Among the various supplement forms available, chewables hold the largest share in the pet nutrition and supplements market due to their palatability, convenience, and high rate of compliance among pets. Chewable supplements are especially favoured by dog owners because they resemble treats, making it easier to administer nutrients without resistance. These products typically come in soft chew, biscuit, or gummy-like formats that are flavoured to mask any unpleasant taste associated with vitamins, minerals, or botanical ingredients.

The success of chewables also stems from their ease of use for pet parents, who often face challenges administering pills or liquid supplements. Chewables can be easily dosed, require no preparation, and eliminate the need for food mixing or syringe feeding. The market has also seen innovation in chewable formats with functional layering and slow-release technology to enhance absorption and efficacy. Additionally, chewables are perceived as safer and more natural, especially when formulated with organic or plant-based ingredients.

Veterinary Clinics and Pet Specialty Stores Lead the Distribution Segment

In terms of distribution channels, veterinary clinics and pet specialty stores account for the largest share in the pet nutrition and supplements market due to their high credibility and role in influencing consumer decisions. Veterinary clinics are trusted sources for health recommendations, and pet parents are more likely to follow a veterinarian’s advice regarding supplements, especially when dealing with health conditions like arthritis, digestive disorders, or anxiety. Clinics also provide access to clinical-grade products and therapeutic diets that may not be available in general retail outlets.

Pet specialty stores, both physical and online, cater to a wide range of consumer needs, offering curated and premium products focused on wellness, nutrition, and lifestyle. These outlets often employ trained staff who can assist buyers with information about supplement ingredients, pet-specific needs, and dosage guidelines. Specialty stores also enable consumers to explore new brands and formulations aligned with trends like organic, grain-free, or breed-specific supplements.

Though online platforms are growing rapidly, driven by convenience and variety, many consumers still prefer the assurance and guidance offered by veterinarians and specialty store professionals. As awareness grows and pet owners become more discerning, the trust and product quality associated with veterinary clinics and specialty retailers continue to play a key role in shaping the distribution landscape.

The following segments are part of an in-depth analysis of the global Pet Nutrition and Supplements Market:

Pet Nutrition and Supplements Market Share Analysis by Region

The North America region is projected to hold the largest share of the global Pet Nutrition and Supplements Market over the forecast period.

North America holds the dominant share of the pet nutrition and supplements market, driven by high pet ownership rates, premiumization trends, and the strong presence of established brands. The U.S. leads globally due to increasing veterinary expenditure and consumer willingness to invest in premium wellness products for pets. In addition, the Asia Pacific is the fastest-growing region due to rising disposable income, rapid urbanization, and shifting cultural norms around pet companionship. Countries like China, India, and South Korea are witnessing an upsurge in pet adoption and a growing focus on preventive pet healthcare. Online retail and localized product development are driving innovation in the region.

Global Pet Nutrition and Supplements Market Recent Developments News:

• In May 2025, Nestlé Purina launched a customized supplement range, “Purina Pro Plan Wellness Packs,” using an AI-driven personalization engine to cater to individual pet health needs based on lifestyle and age.
• In March 2025, Zesty Paws introduced a new line of plant-based omega supplements for cats and dogs made with algae oil, aligning with vegan trends and sustainability efforts.
• In January 2025, Mars Petcare acquired a minority stake in a tech startup offering personalized supplement subscriptions, integrating pet DNA analysis with tailored nutrition plans.

The Global Pet Nutrition and Supplements Market is dominated by a few large companies, such as

●        Nestlé Purina PetCare

●        Mars Petcare Inc.

●        Hill's Pet Nutrition (Colgate-Palmolive)

●        Virbac

●        Zesty Paws

●        Nutramax Laboratories

●        VetriScience Laboratories

●        Bayer Animal Health (Elanco)

●        NOW Foods (Pet Supplements Division)

●        Blue Buffalo Co., Ltd.

●        The Honest Kitchen

●        PetHonesty

●        Nordic Naturals

●        FoodScience Corporation

●        Only Natural Pet

●        Other Prominent Players