US Pet Supplement Market: By Pet Product Type, Product form, Source, End Users, Distribution Channel, Manufacturing, Market Size, Industry Dynamics, Opportunity Analysis and Forecast for 2025-2033

The demand driving the U.S. pet supplement market is rooted in significant and deeply personal consumer spending, reflecting the strong emotional bonds pet owners have with their animals. In 2024, the market was valued at an impressive US$ 1,133.1 million, and it is projected to grow substantially, reaching over US$ 2,014.1 million by 2033. This growth corresponds to a compound annual growth rate (CAGR) of 6.6% during the forecast period from 2025 to 2033. The expanding market value underscores how pet owners increasingly prioritize their pets' health, investing considerable resources in supplements that contribute to their pets' wellness and longevity.

Capturing this powerful demand requires a sophisticated omnichannel strategy that integrates various retail and digital platforms to meet consumers wherever they choose to shop. The digital marketplace, in particular, has emerged as a critical battleground for the pet supplement market. Online retail channels offer unparalleled convenience, a wide array of product options, and competitive pricing, all of which appeal strongly to modern pet owners. In 2024 alone, consumers are expected to spend a staggering $28.5 billion on pet food and supplies through online platforms, highlighting the growing dominance of e-commerce in the pet care industry.

Noteworthy Market Developments

Innovation stands at the core of the modern US pet supplement market, driving companies to continuously develop products that are not only scientifically validated but also designed for maximum effectiveness and user convenience. This relentless pursuit of innovation reflects the growing demand among pet owners for supplements that deliver tangible health benefits while fitting seamlessly into their pets' daily routines. Scientific research and advanced formulation techniques are increasingly shaping product development, enabling companies to create targeted solutions that address specific health concerns such as joint support, immune function, and overall wellness.

A notable example of this trend occurred in February 2025 when Elanco Animal Health announced the upcoming launch of Pet Protect, a comprehensive line of veterinarian-formulated supplements for both dogs and cats. This new product range exemplifies the market's focus on combining expert knowledge with consumer needs, offering a variety of supplements that target critical health areas, including joint health, multivitamins, Omega-3 fatty acids, and digestive function. By providing a broad portfolio of scientifically backed products, Elanco aims to meet the diverse health requirements of pets while reinforcing the importance of veterinary guidance in supplement use.

Further illustrating the pace of innovation, April 2025 saw the introduction of a cutting-edge nutraceutical designed to enhance canine joint health in the US animal health market. The supplement, known as 4CYTE Epiitalis Forte Dog, is distributed by epiq Animal Health in partnership with Interpath Global, a research and development company specializing in animal joint health. This product is derived from a plant seed oil rich in unique fatty acids, highlighting the shift toward natural, bioactive ingredients that offer therapeutic benefits.

Core Growth Drivers

Rising pet ownership among millennials is a major driving force behind the growth of the pet supplement market. As the largest demographic of pet owners in the United States, millennials make up approximately 33% of all pet owners in 2024. Their strong focus on their pets' health and well-being reflects a broader cultural shift toward treating pets as integral members of the family, which in turn fuels demand for high-quality supplements and specialized care products. This generation's commitment to proactive pet health management is reshaping market dynamics and encouraging innovation within the industry. Millennials' digital-native behavior significantly influences their shopping habits, particularly in how they purchase pet products. Surveys indicate that 56% of millennials typically shop for pet items online, preferring the convenience, variety, and accessibility that digital platforms provide.

Emerging Opportunity Trends

The digital marketplace has rapidly become the central hub for the pet supplement market, fundamentally transforming how consumers discover, evaluate, and purchase products. Increasingly, pet owners are turning to online retailers to take advantage of the convenience these platforms provide, allowing them to shop from the comfort of their homes at any time. The expansive selection available through e-commerce sites also plays a crucial role, offering a breadth of products that far exceeds what traditional brick-and-mortar stores can stock. This variety enables consumers to easily compare options, read reviews, and find niche or specialized supplements tailored to their pets' specific needs. Competitive pricing and frequent online promotions further attract customers, making digital shopping an appealing choice for budget-conscious buyers.

Barriers to Optimization

Navigating the complex web of FDA regulations presents a significant challenge for the US pet supplement market. These regulations are designed to ensure the safety, efficacy, and accurate labeling of products, but they also create a stringent environment that companies must carefully manage. The regulatory framework requires manufacturers to comply with various standards related to ingredient safety, manufacturing processes, and marketing claims. This complexity can slow down product development and increase costs, as companies must invest considerable resources into ensuring full compliance before bringing new supplements to market.

Detailed Market Segmentation

By Pet, dog supplements hold a commanding position in the US pet supplement market, generating more than 57.70% of the total revenue. This dominant market share is closely tied to both demographic realities and economic factors that shape pet ownership and spending behaviors in the United States. With over 90 million pet dogs nationwide, the sheer size of this consumer base creates a formidable foundation for ongoing growth in the supplement sector. The large population of dogs ensures a steady and expanding demand for products designed to support their health and well-being. This extensive market presence is further amplified by the relatively high level of healthcare spending dedicated to dogs.

By Specialty, the demand for hip and joint supplements in the US pet health market is notably significant, driven by a combination of factors that underscore both the prevalence of related conditions and the proactive attitudes of pet owners. These supplements address over 27.3% of pet health issues, highlighting their critical role in managing and supporting animals facing mobility challenges. This growth is due to the widespread occurrence of joint problems, particularly osteoarthritis, which affects an estimated 10 million dogs across the United States. This high prevalence creates an urgent and substantial need for effective supportive care options to help maintain pets' quality of life.

By Product Type, multivitamins hold a leading position in the US pet supplement market, commanding a substantial 36.30% share by serving as an accessible and straightforward starting point for pet owners who are beginning to focus on their pets' overall wellness. This trend is deeply influenced by the growing humanization of pets, where owners increasingly treat their animal companions as members of the family and extend their own health-conscious behaviors to them. With over 150 million American adults regularly taking dietary supplements themselves, it is natural that many translate this habit into caring for their pets' nutritional needs through multivitamins.

By Product Form, chewable tablets have emerged as the dominant product form in the pet supplement market, accounting for over 43.30% of the segment. Their widespread popularity can be primarily due to their exceptional ease of administration and appealing taste, which make them highly palatable to pets. This form addresses a critical challenge faced by pet owners, many of whom find it difficult to give traditional pills to their animals. Surveys have revealed that more than 60 million pet owners struggle with administering conventional tablets, highlighting a significant pain point in pet healthcare routines.

Segment Breakdown

By Pet

• Dog
• Cat

By Speciality

• Hip & joint
• Digestive health
• Dental care
• Anxiety stress
• General health / multi-vitamin
• Heart & liver
• Skin & coat
• Allergies / immune support
• Urinary tract health

By Product Type

• Glucosamine
• Probiotics
• Multivitamins
• Omega-3 Fatty Acids
• Others

By Product Form

• Chewable Tablets
• Soft Gels
• Capsules
• Powders
• Liquids
• Others

By Source

• Organic
• Conventional

By End User

• Residential
• Commercial

By Distribution Channel

• Online
• Company Websites
• E-Commerce
• Offline
• Supermarkets/ Hypermarkets
• Specialty Stores
• Others

By Manufacturing

• Inhouse
• Contract/Outsource (CDMOs)

Leading Market Participants

• Ark Naturals
• Food Science Corporation
• Garmon Corporation
• Kemin Industries, Inc.
• Nestle Purina Petcare
• Novotech Nutraceuticals, Inc.
• Nutramax Laboratories, Inc.
• PetHonesty
• Virbac
• Zoetis Inc.
• Other Prominent Players