Pet Supplements in the U.S., 11th Edition

Description

Pet Health Focus Continues to Support Supplement Sales

Growing consumer interest in pet health and wellness continues to shape the pet supplements market, though economic pressures and shifting market dynamics have slowed the pace of growth in recent years. While many pet owners remain focused on improving their pets' health through supplements, discretionary spending pressures, competition from functional foods and treats, and limited growth in the dog population have tempered expansion. As a result, after several years of rapid gains, sales growth has moderated, with the market reaching $2.9 billion in 2025 and expected to expand at a steadier pace in the coming years.

Packaged Facts' Pet Supplements in the U.S., 11th Edition provides a comprehensive analysis of this evolving market. The report examines key trends shaping demand, including the continued emphasis on preventive health, the development of condition-specific and life-stage formulations, the growing focus on feline supplements, and the emergence of veterinarian-developed products. It also evaluates how brands are responding to competition and changing consumer priorities through product innovation and strategic positioning.

The report presents historical and forecast market sales through 2030 and analyzes competitive activity among leading companies. It also explores retail channel dynamics and purchase patterns across channels and supplement types. In addition, the study offers detailed consumer insights drawn from Packaged Facts' proprietary Survey of Pet Owners, including supplement usage patterns and demographic trends that help illuminate the drivers of current and future demand.

Product Code: LA20949742

Table of Content

EXECUTIVE SUMMARY

INTRODUCTION

Scope of Report

Report Methodology

MARKET OVERVIEW

Pet Supplement Sales Top $2.9 Billion

Pet Supplement Sales by Channel and Animal Type

MARKET OUTLOOK

Pet Supplements' Health and Wellness Role Drives Sales Growth

Table 1-1. Agreement with Selected Statements Related to Pet Health Concerns: Pet Owners Overall vs. Pet Supplement Users, 2026 (percent)

Economy's Impact on Pet Owner Spending Mindset

Figure 1-1. Level of Agreement with the Statement, "I am actively seeking discounts/promotions for pet vitamins/supplements more than I used to", 2025 (percent of pet supplement purchasers)

Changes in the US Pet Population

Pet Supplements Compete with Pet Food on Health and Wellness

Veterinarians Have Potential to Impact Supplement Purchasers

Pet Supplement Regulation

OPPORTUNITIES

Preventive Wellness Supplements as Daily Health Insurance

The Budget-Conscious Pet Owner

Probiotic/Immune Products

Longevity and Healthy Aging Supplements

Behavioral Wellness and Anxiety Supplements

Cat-Specific Supplements

Omnichannel Marketing

Getting More Veterinarians on Board

Science-Based Supplements

CHAPTER 2: THE MARKET

CHAPTER HIGHLIGHTS
MARKET SIZE AND COMPOSITION
Pet Supplement Sales Top $2.9 Billion

Table 2-1. US Retail Sales of Pet Supplements, 2020 - 2025 (millions of dollars and percent change)

Pet Supplement Sales by Channel

Figure 2-1. Pet Supplement Sales and Shares by Channel, 2025 (millions of dollars and percent)

Retail Sector vs. Vet Sector Growth

Table 2-2. US Retail Sales of Pet Supplements, Vet Sector vs. Retail Sector, 2020 - 2025 (million dollars and percent change)

Products for Dogs Dominate Pet Supplement Sales

Figure 2-2. Pet Supplement Sales Share by Animal Type, 2025 (millions of dollars and percent)

MARKET OUTLOOK
Pet Supplements' Health and Wellness Role Drives Sales Growth

Table 2-3. Agreement with Selected Statements Related to Pet Health Concerns: Pet Owners Overall vs. Pet Supplement Users, 2026 (percent)

Anxiety, Behavioral Problems Go Hand-in-Hand

Figure 2-3. Pet Experiencing Anxiety and Behavioral Problems, 2026 (percent of pet supplement purchasers and dog and cat owners)

Pets' Impact on Human Health

Figure 2-4. Agreement with Pets and Human Health Sentiments, 2026 (percent)

Pet Obesity and Aging Pets Contribute to Health Concerns

Figure 2-5. Share of Dog/Cat-Owning Households With Special Needs Pets, 2025 (percent)
Figure 2-6. Share of Dog and Cat-Owning Households With Senior Pets Age 7+, 2016 - 2025 (percent of dog and cat owners)

Economy's Impact on Pet Owner Spending Mindset
Economy a Hindrance to Purchasing

Figure 2-7. Level of Concern About Rising Prices in Consumer Categories, 2025 (percent of pet owners)

Impact on Pet Supplement Spending

Figure 2-8. Reduction in Spending on "Extras", 2025 (percent of pet owners)
Table 2-4. Changes in Levels of Pet Care Spending in Last 12 Months, 2022, 2023, 2024, 2025 and 2026 (percent of pet care customers with 2+ years as pet owners)
Figure 2-9. Spending Changes on Pet Supplements in Past 12 Months, 2025 (percent of pet supplement purchasers)
Figure 2-10. Level of Agreement with the Statement, "I am actively seeking discounts/promotions for pet vitamins/supplements more than I used to", 2025 (percent of pet supplement purchasers)

Pet Supplements Less Vulnerable to Price Increases

Figure 2-11. Categories Pet Owners Would Cut Back on in the Event of Price Increases, 2025 (percent of pet owners)

Changes in the US Pet Population
Decline in Dog-Owning Households

Table 2-5. Dog-Owning Household Population by Generational Cohort, 2020/21-2024/25 (number in thousands)
Table 2-6. Ratio of Puppy to Kitten Households, 2020/21-2024/25 (number in thousands)

Growth in the Cat Population

Figure 2-12. US Cat-Owning Households, 2020/21-2024/25 (number in thousands)
Figure 2-13. Share of US Cat-Owning Households by Generation, 2020/21-2024/25 (percent)

Cat Owners Want More Attention

Figure 2-14. Share of Cat Owners Who Agree That Pet Industry Sectors Sometimes Treat Cats as Second-Class Citizens, 2019, 2022, and 2026 (percent of cat owners)

Pets Central to Home Life

Figure 2-15. Agreement with Pets as Family Sentiments, 2025/6 (percent of pet owners)

Pets and Owners Physically Close

Table 2-7. Where Pets Are Typically Kept: Dogs vs. Cats, 2025 (percent of pet owners)

Pet Supplements Compete with Pet Food on Health and Wellness

Figure 2-16. Products Considered Most Important for Pet Health and Wellness: Dog vs. Cat Owners, 2026 (percent)
Figure 2-17. Attitudes Toward Pet Food and Health, 2025 (percent of pet owners)

General/Overall Health, Indoor Pet Top Conditions Treated by Supplements

Table 2-8. Condition-Specific Pet Supplements, Pet Food, and Pet Treat Purchase Rates, Past 12 Months, 2025 (percent of pet owners)

Legislation Casts Doubt on Future of CBD Product Sales
Companies Dialing Back CBD Language

Illustration 2-1. ElleVet Calm & Comfort Supplement, September 2025 vs. February 2026

Pet Owner Interest in CBD Supplements Levels Off

Figure 2-18. Level of Agreement with the Statement, "I am buying pet CBD/cannabis products less than I used to", 2025 (percent of pet supplement purchasers)

Pet CBD Sales at $195 Million

Table 2-9. US Retail Sales of Pet CBD Products, 2020 - 2025 and 2030 (million dollars and percent change)

Veterinarians Have Potential to Impact Supplement Purchasers
Knowledge Gap a Prime Opportunity

Figure 2-19. Level of Agreement with the Statement, "I rely on my veterinarian for advice on pet vitamins/supplements", 2025 (percent of pet supplement purchasers)

Sources of Pet Care Information Vary by Generation

Table 2-10. Top Sources of Information for Pet Care, by Generation, 2026 (percent and index of pet owners)

PET SUPPLEMENT REGULATION
FDA and AAFCO Monitor Pet Supplements
National Animal Supplement Council
Product Labeling and Claims
Scientific Advisory Committee
Adverse Event Reporting
NAERS is the most advanced system of post-market surveillance in the world for these types of products. Data from the system is utilized to help continuously monitor risk and used by regulators in the U.S. and also internationally.
Additional NASC Membership Requirements
Expansion into the Treat Market
The AVMA and Pet Supplements
MARKET PROJECTION

Table 2-11. Projected Retail Sales of Pet Supplements, 2025 - 2030P (million dollars and percent)

CHAPTER 3: MARKETER AND RETAIL TRENDS

CHAPTER HIGHLIGHTS
COMPETITIVE OVERVIEW
Marketers Rely on Product Positioning to Differentiate Supplements
Pet Supplement Channel Lines in the Omnimarket Era
Online
Veterinary
Pet Specialty
Mass Market
Pet Owner Brand Preference

Figure 3-1. Brand Preference Among Pet Supplement Purchasers, 2025 (percent of pet supplement purchasers)

Mergers, Acquisitions, and Investments
Vet Custom Label Acquires Myristol
FoodScience Acquires Natural Dog Company
Custom Veterinary Services Acquires Green Mountain Animal
Kradle Closes Funding Round
Vital Pet Life Makes Inc. 5000 Fastest Growing Businesses List
Cesar Millan Enters Pet Supplements Space

Illustration 3-1. Cesar Millan's Better Dog Supplements

Kevin Hart Introduces Hartfelt Line

Illustration 3-2. Hartfelt Mobility Relief Supplements

Instagram-Famous Dog Inspires Nutrition Line

Illustration 3-3. Nala Nutrition Pet Supplements

RETAIL TRENDS
Internet Ahead of Brick-and-Mortar Use in Pet Supplement Purchasing

Figure 3-2. Retail Channels for Purchasing Pet Supplements, Past 12 Months, 2025 (percent of pet supplement purchasers)

Top Online Marketers and Brands
Amazon.com

Illustration 3-4. Amazon Top Sellers in Dog Supplements & Vitamins, February 2026
Illustration 3-5. Amazon Top Sellers in Cat Supplements & Vitamins February 2026

Chewy.com

Illustration 3-6. Chewy Vibeful Banner Ad
Illustration 3-7. Chewy Top Selling Dog Supplements, February 2026
Illustration 3-8. Chewy Top Selling Cat Supplements, February 2026

Pet Supplements in Pet Specialty Retailers
PetSmart

Illustration 3-9. PetSmart.com Autoship Banner Ad
Illustration 3-10. PetSmart.com Top-Selling Dog Vitamins and Supplements, February 2026
Illustration 3-11. PetSmart.com Top-Selling Cat Vitamins and Supplements, February 2026

Petco

Illustration 3-12. Petco.com Most Popular Dog Supplement Offerings
Illustration 3-13. Petco.com Most Popular Cat Supplement Offerings

Smaller Chains and Independent Pet Stores
Mass-Market and Farm & Feed Channels
Supercenters and Mass Merchandisers
Walmart.com

Illustration 3-14. Walmart.com Best-Selling Dog Supplements
Illustration 3-15. Walmart.com Best-Selling Cat Supplements

Farm & Feed Stores

CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS

CHAPTER HIGHLIGHTS
MARKETING AND NEW PRODUCT TRENDS
Beyond Condition Specific Supplements
Overall Health

Illustration 4-1. Super Snouts Daily Thrive
Illustration 4-2. Austin and Kat Austin's Everything Oil

Probiotics Linked to More Than Digestive Support

Illustration 4-3. VetIQ Digestive Probiotic
Illustration 4-4. Royal Canin Probiotic Line
Illustration 4-5. Native Pet Gutwell Supplements
Illustration 4-6. Vetnique Glandex Daily Prebiotic and Probiotic Supplements
Illustration 4-7. Green Juju Leaf, Farm, and Soil Supplements

Supplements Target Longevity

Illustration 4-8. Longevity15 Supplement
Illustration 4-9. PetAg Healthy Aging Dog and Cat Supplements
Illustration 4-10. Hans Hormone Health for Dogs
Illustration 4-11. Adored Beast Apothecary Vital Defense

Lifestage-Specific Supplements

Illustration 4-12. Gray Muzzle Maximum Strength Old Bones Happy Joints

Sidebar: Milk Replacers

Table 4-1. Purchase Rates of Milk Replacers, Past 12 Months, by Age of Pet, 2025 (percent of dog and cat owners)

Size-Specific Supplements

Illustration 4-13. Relax Dog Supplements
Illustration 4-14. The Big Damn Dog Co. Giant Breed Supplements

Joint Health Supplements

Illustration 4-15. PetAg Dyne Joint Health & Mobility
Illustration 4-16. Vetnique YuMOVE Hip & Joint Health

Allergy/Skin & Coat Supplements

Illustration 4-17. Spirited Paw Skin & Allergy
Illustration 4-18. Nordic Naturals Skin & Coat + Omega-3
Illustration 4-19. Wholistic Pet Allergy & Immune

Calming Aids and Anxiety Support Supplements

Illustration 4-20. Purina Pro Plan Calming Care Supplement

Veterinary and Professional Formulations

Illustration 4-21. Vetnique Max Vet Strength Supplements
Illustration 4-22. Zesty Paws Professional Native Canine Probiotic and Healthy Aging

CBD Offers More than Just Anxiety Treatment

Illustration 4-23. Super Snouts Chill + Out and Hemp + Joint Supplements
Illustration 4-24. Kradle Max Daily Calming for Cats
Illustration 4-25. Harvest Hound Canine Calming Formula

Cat Supplements Offer More Than Hairball Relief

Illustration 4-26. Pet Honesty Cat Supplements
Illustration 4-27. Fera Pets Cat Supplements
Illustration 4-28. Under the Weather Cat Supplements

CHAPTER 5: CONSUMER TRENDS

CHAPTER HIGHLIGHTS
OVERVIEW OF PET SUPPLEMENT PURCHASING
Note on Data Sources
CONSUMER PURCHASING, BUYING HABITS, AND ATTITUDES
Dog Owners More Likely to Purchase Supplements

Figure 5-1. Pet Supplement Purchase Rates, 2025 (percent of pet product purchasers)

Generational Differences in Pet Supplement Usage

Figure 5-2. Pet Supplement Users, Past 12 Months, by Generation, 2025 (index of pet product purchasers)

Owners of Younger Dogs and Cats Most Likely to Purchase Supplements

Figure 5-3. Pet Supplement Purchasers, Past 12 Months, by Age of Pet, 2025 (index of pet product purchasers)

Human Supplement and Pet Supplement Use Overlap

Figure 5-4. Pet Supplement Purchase Patterns, Past 12 Months, 2025 (percent of pet product purchasers)
Figure 5-5. CBD Pet Supplement Purchase Patterns, Past 12 Months, 2025 (percent of pet product purchasers)

Why Pet Owners Don't Give Their Pets Vitamins/Supplements

Figure 5-6. Reasons Why Pet Owners Do Not Give Pet Vitamins/Supplements, 2025 (percent of pet owners who do not give their pets vitamins/supplements)

Most Supplement Purchasers Are Confident in Product Quality

Figure 5-7. Level of Agreement with the Statement, "I am confident in the product quality of the vitamins/supplements I give my pets", 2025 (percent of pet supplement purchasers)
Figure 5-8. Level of Agreement with the Statement, "I prefer to buy pet vitamins/supplements that are made in the US", 2025 (percent of pet supplement purchasers)