Italy Animal Supplements Market - 2025-2032

Italy animal supplements market reached US$ 79.30 million in 2024 and is expected to reach US$ 162.13 million by 2032, growing with a CAGR of 9.35% during the forecast period 2025-2032.

The Italian animal supplements market is experiencing growth, driven by increasing awareness among pet owners and livestock farmers about the health benefits of nutritional additives. The general trends indicate a rising demand for products that enhance animal health, productivity, and overall well-being. This shift is influenced by the need to meet stringent European Union regulations on animal welfare and product quality, encouraging the use of nutritional supplements as a means to enhance livestock health without relying solely on antibiotics.

Global companies are playing a pivotal role in this expansion through strategic acquisitions, market entry initiatives, and substantial investments. For instance, in June 2024, Zesty Paws, a pet supplement brand under the H&H Group, expanded into the UK, France, Italy, and Germany, launching on Amazon. The company's products are now available at 457 physical locations through British retailer Pets at Home and Europe's leading pet e-commerce platform, Zooplus.

Market Dynamics

Growing Awareness of Animal Nutrition and Preventive Healthcare

The Italian animal supplements market is experiencing notable growth, driven by an increasing awareness of the importance of animal nutrition and preventive healthcare among pet owners and livestock farmers. This trend reflects a broader societal shift towards prioritizing animal well-being and productivity through enhanced nutritional practices.

Global companies are driving the growth of the animal supplement market through strategic acquisitions, major investments, and innovative product launches. In 2024, Nestle Purina PetCare demonstrated its commitment to the Italian pet supplement market by investing €472 million to open a pet food factory in Mantua, Italy. This investment underscores the company's dedication to enhancing its production capabilities and meeting the growing demand for pet nutrition products in the region.

Stringent Regulatory Approvals and Compliance Requirements

The Italian animal supplements market is experiencing growth, yet it faces challenges due to stringent regulatory approvals and compliance requirements. The Ministry of Health oversees the authorization and supervision of veterinary medicinal products, including animal supplements, to ensure their safety, quality, and efficacy. Manufacturers must submit comprehensive dossiers detailing product composition, manufacturing processes, safety assessments, and intended benefits.

Compliance with Good Manufacturing Practices (GMP) is mandatory, necessitating significant investments in facility upgrades, staff training, and quality control systems. Additionally, the European Union's regulations on feed additives and medicated feed impose further obligations on producers, including stringent labeling and marketing restrictions. These regulatory hurdles can disproportionately affect small and medium-sized enterprises (SMEs), which may lack the financial and technical resources to navigate complex approval processes.

Segment Analysis

Italy animal supplements market is segmented based on animal type, ingredient, and form.

Livestock Plays a Key Role in Italy's Animal Supplement Market, Driven by Productivity Demands and Strict EU Regulations

Livestock holds a significant share in Italy's animal supplement market due to the country's strong agricultural sector and high demand for quality animal nutrition. According to the Italian Ministry of Health, over 60% of livestock farms in Italy reported nutrient deficiencies impacting productivity in 2023, highlighting the need for more targeted supplement solutions.

Farmers increasingly rely on supplements to enhance livestock health, improve productivity, and meet stringent EU regulations on animal welfare. The dairy and meat industries, particularly cattle and poultry farming, drive the need for feed additives, vitamins, and probiotics. Rising concerns over disease prevention and sustainable farming practices further boost supplement adoption.

Unmet Needs

The Italy animal supplements market faces several unmet needs despite growing awareness of pet and livestock nutrition. One major gap is the lack of standardized formulations tailored for specific breeds and species. While supplements for general health and immunity are widely available, there is limited availability of breed-specific or condition-specific supplements.

Another significant unmet need is the lack of regulatory clarity on herbal and probiotic-based supplements for animals. While human supplements have well-defined guidelines under EU food safety laws, animal supplements often fall into regulatory gray areas. This has led to inconsistencies in labeling, claims, and ingredient approvals. In 2023, the Italian Veterinary Association noted that only 40% of probiotic-based animal supplements met all EU regulatory requirements, making it difficult for farmers and pet owners to identify high-quality, compliant products.

Competitive Landscape

The Italian animal supplement market is highly competitive, driven by rising awareness about animal health and nutrition. The major players in the market include Marpet srl, CAMON S.P.A., Nutristar, VIRBAC S.A. (VIRBAC ITALIA), Health and Happiness (H&H) International Holdings Limited (ZESTY PAWS IT), Nestle S.A. (NESTLE ITALIANA SPA).

Key Developments

• In September 2023, Italy-based Procemsa Group, a contract development and manufacturing organization, launched a new portfolio of pet care supplements. This expansion aims to meet the rising demand driven by the humanization of pets. The move diversifies Procemsa's business, reinforcing its position in the pet wellness market.

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Target Audience 2024

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