Pet Dietary Supplements Market Size & Insights Report [2033]

Pet Dietary Supplements Market Overview

The Pet Dietary Supplements Market size was valued at USD 2742.12 million in 2024 and is expected to reach USD 3600.86 million by 2033, growing at a CAGR of 3.1% from 2025 to 2033.

The pet dietary supplements market has witnessed substantial growth driven by heightened awareness of pet health and nutrition. As of 2024, over 69% of U.S. households, equivalent to more than 90 million homes, own at least one pet, with over 45 million dogs and 30 million cats receiving some form of dietary supplementation.

Globally, approximately 41% of pet owners actively purchase vitamins or supplements for their pets, reflecting strong consumer demand. Increasing veterinary recommendations for joint health, immunity enhancement, and digestion support have driven sales volumes upward across major regions. More than 37% of the pet supplement purchases are aimed at supporting joint health in aging dogs, while probiotics account for approximately 18% of the supplements used for digestive health in both dogs and cats.

Manufacturers in the U.S., Germany, and China are focusing on chewable, flavored, and functional supplement forms, which are contributing to higher acceptance among animals. In Japan, nearly 12% of pet owners aged 40+ have adopted regular supplementation practices for their cats. Across online sales channels, supplement sales have surged by 42% from 2022 to 2024, highlighting the shift towards digital convenience in pet care solutions.

Key Findings

DRIVER: Rising humanization of pets is influencing the adoption of health-focused dietary products.

COUNTRY/REGION: North America accounts for the highest consumption, representing over 38% of global supplement volumes.

SEGMENT: Dog dietary supplements dominate with more than 58% market share by unit consumption.

Pet Dietary Supplements Market Trends

Consumer trends in the pet dietary supplements market are shaped by a combination of veterinary recommendations, preventive healthcare behaviors, and premium pet care spending. In 2023, approximately 72% of veterinarians globally recommended daily supplementation for aging pets. The trend toward organic and natural formulations has become mainstream, with 61% of pet owners expressing preference for products free from artificial additives or preservatives. This has led to a 34% rise in organic pet supplement product launches globally in the past 24 months. Functional supplements that address multi-purpose health needs, such as products combining joint, skin, and coat support, have increased by 27% in new product introductions in 2023. In the U.S., multivitamin sales increased by 21% year-over-year in 2024, while probiotic-based supplements registered a growth of 19% in units sold through online platforms. Asia-Pacific markets have seen an increase in collagen-based pet products, with Japan and South Korea recording over 15% annual growth in this segment. Social media awareness and influencer-driven campaigns have further pushed trends in pet wellness, with nearly 25% of pet owners aged 25–35 having purchased dietary supplements after exposure to online content. Premiumization trends are evident, as more than 29% of supplements sold in Europe fall under the “premium-priced” category.

Pet Dietary Supplements Market Dynamics

The pet dietary supplements market dynamics are driven by the convergence of health-conscious consumer behavior, evolving veterinary recommendations, and rising global pet ownership. Increasing pet humanization has reshaped the perception of companion animals, with more than 76% of owners in North America viewing their pets as family members. This cultural shift fuels consistent demand for nutritional supplements that enhance immunity, support joint function, and improve overall wellness. Veterinary clinics across Europe and North America report that over 68% of their clients inquire about or purchase dietary supplements during routine visits, reflecting heightened consumer engagement with preventive pet healthcare.

DRIVER

Rising humanization of pets

The shift in perception of pets as family members has significantly impacted consumer spending behavior. In North America, over 76% of pet owners equate their pets' healthcare needs to that of humans. This has led to increased demand for daily wellness products, including dietary supplements. In Germany, nearly 51% of dog owners actively provide joint health or omega-based supplements. The rising disposable incomes in emerging economies, including Brazil and India, have also contributed to greater spending on premium pet wellness products. In 2023, over 22 million new supplement units were sold globally due to lifestyle-driven pet care practices, emphasizing the growing bond between humans and their animals.

RESTRAINT

Limited scientific validation for some supplements

Despite market growth, skepticism around the efficacy of some supplements persists. Over 41% of surveyed veterinarians across North America and Europe cited concerns about inadequate clinical trials backing certain commercial pet supplements. Regulatory disparities across markets such as the EU and Asia-Pacific further complicate standardized labeling and claims. In 2024, over 9% of supplement brands were flagged for overstated health claims by domestic food and drug authorities. This lack of stringent validation is restraining the full-scale adoption of newer supplement categories, especially in markets like France, Australia, and Canada.

OPPORTUNITY

Expansion of e-commerce distribution channels

The growing digitalization of retail has offered robust expansion opportunities for pet dietary supplement brands. In 2023, online sales accounted for over 34% of total global supplement sales. In the U.S., leading pet e-retailers saw a 48% increase in supplement subscriptions within a year. Cross-border e-commerce is booming, especially in Asia, where Chinese consumers purchased over 1.2 million units of imported pet supplements via online platforms. Brands focusing on personalized recommendations, subscription boxes, and targeted marketing are well-positioned to capture value from this rising online demand.

CHALLENGE

Rising costs and supply chain disruptions

Fluctuations in the cost of raw ingredients such as fish oils, glucosamine, and botanical extracts have posed a challenge to stable pricing. From 2022 to 2024, the cost of marine-sourced omega-3 increased by 17%, driven by fisheries regulations and climate-driven supply volatility. Furthermore, shipping delays caused by geopolitical tensions and port congestions affected supply reliability across North America and Europe in 2023. This has led to stockouts of popular supplement SKUs in 19% of online retail platforms and increased brand switching among consumers.

Pet Dietary Supplements Market Segmentation

The pet dietary supplements market is segmented by type and application, with performance varying significantly across categories. Protein supplements, vitamin-based formulations, and specialized blends constitute primary types, while application-based segments include dogs, cats, and other animals like birds and rabbits. In 2023, protein and vitamin types made up over 71% of total supplement unit sales, while dog applications comprised nearly 58% of the end-use distribution.

By Type

Protein Supplement: Protein-based supplements are primarily targeted at improving muscle mass, recovery, and skin coat health. In 2023, protein supplements accounted for approximately 32% of total pet supplement volume globally. Hydrolyzed animal protein and plant-based protein blends dominate this category. The U.S. and Japan saw a combined volume consumption of over 14 million units. Flavored protein chewables remain popular, with nearly 7.2 million units sold in 2024.
Vitamin Supplement: Vitamin-based supplements are used for immunity boosting, energy metabolism, and general wellness. In Europe, over 9.3 million units of vitamin D and B complex supplements were sold in 2023. Multivitamin products for aging dogs aged 7+ are particularly high in demand, making up over 63% of the total vitamin supplement sub-segment.
Other: Other supplement types include probiotics, omega-3, antioxidants, and botanicals. In 2023, probiotic-based pet supplements sold over 11.6 million units globally, with digestive health remaining the top claim. Omega-3 formulations witnessed 15% growth year-over-year in North America alone.

By Application

Dog Dietary Supplements: Dog supplements dominate the application spectrum, accounting for 58% of global consumption. Joint health supplements with glucosamine and chondroitin saw unit sales of over 21 million globally in 2024. Dogs aged 8+ formed the largest consumer segment, followed by breeds prone to hip dysplasia.
Cat Dietary Supplements: Cat-focused supplements accounted for nearly 34% of the total supplement market in 2023. Taurine, lysine, and omega-3 are among the most common ingredients. Over 6.1 million lysine-enriched chewables were sold across Japan, the UK, and Canada combined in 2023.
Other: Supplements for birds, rabbits, and reptiles collectively represented around 8% of the global market. Multispecies products gained traction in 2024 with a 12% increase in sales compared to the previous year.

Regional Outlook for the Pet Dietary Supplements Market

The regional outlook for the pet dietary supplements market highlights North America as the leading region, accounting for over 38% of global supplement consumption, with the U.S. contributing more than 27 million units sold in 2023 alone. High pet ownership rates, with 69% of U.S. households owning pets, and increasing veterinary engagement fuel demand in this region. Europe follows with strong performance in Germany, the UK, and France, where more than 7.3 million units were sold in Germany and botanical-based supplements have gained a 21% share of the premium product segment.

North America

North America remains the leading market, contributing to over 38% of global consumption. In 2023, the U.S. alone accounted for over 27 million units sold. Canada contributed an additional 4.6 million units, with growth driven by higher veterinary supplement prescriptions. Urban centers such as New York, Los Angeles, and Toronto accounted for 47% of regional sales.

Europe

Europe follows with strong demand from Germany, the UK, and France. Germany led the region with over 7.3 million units consumed in 2023, primarily for joint and digestive health. France and Italy saw increased adoption of botanical-based supplements, accounting for 18% of their total pet care segment.

Asia-Pacific

Asia-Pacific is the fastest-growing region, with rising demand from China, Japan, and South Korea. In China, over 9.1 million units were sold via e-commerce in 2023, reflecting a 36% increase from 2022. Japan’s aging pet population has driven up the usage of senior dog vitamins by 21%. India is emerging as a new growth area with rising urban pet ownership.

Middle East & Africa

Though smaller in size, this region saw over 1.8 million units sold in 2023. South Africa and the UAE account for over 64% of regional consumption. Demand is led by premium expat households in the Gulf and urban pet parents in South Africa’s major metros.

List of Top Pet Dietary Supplements Companies

Nutramax Laboratories
NOW Foods
FOODSCIENCE CORPORATION
Only Natural Pet
Beaphar

Nutramax Laboratories: Leading with over 17 million units sold globally in 2023, Nutramax dominates the canine joint health segment, especially with glucosamine-chondroitin formulations like Dasuquin.

NOW Foods: NOW Foods holds significant market share in the cat and multivitamin segment, with over 6 million supplement units sold globally in 2023, and a presence in over 38 countries.

Investment Analysis and Opportunities

Investments in the pet dietary supplements market have accelerated, with venture capital interest, product innovation, and facility expansions dominating recent activity. Between 2022 and 2024, over 37 private equity deals were recorded globally involving pet wellness brands. In the U.S., at least $540 million in investments were allocated toward supplement manufacturing capacity upgrades, including facility expansions in Ohio, Texas, and California. Contract manufacturing opportunities are surging, especially for start-ups launching natural or niche functional supplements. In 2023, over 11 new start-ups entered the market in India, China, and the U.K., with a focus on plant-based formulations and tailored pet nutrition. Asia-Pacific remains a strategic investment hub. Chinese manufacturers invested $120 million in 2023 into advanced pet supplement R&D centers, and Korean brands expanded distribution partnerships to Southeast Asia, reaching 6,000+ retail points. Online retail partnerships and D2C models are opening new routes for investment. Subscription-based supplement services grew by 47% year-over-year, offering high customer retention rates of over 61%. Innovation in smart dispensers, wearable integration with supplement reminders, and veterinary teleconsultation supplements is also drawing investor attention.

New Product Development

Innovation in pet dietary supplements is accelerating across ingredients, formats, and functionalities. In 2023–2024, more than 189 new pet supplement SKUs were launched across global markets. These include probiotic chews, calming bites with hemp derivatives, collagen sticks, and immune gummies. In Germany, manufacturers introduced dual-function products—supplements offering both joint and dental support—leading to 12% higher customer re-purchases. In the U.S., liquid multivitamins with salmon oil bases were launched targeting fussy-eating senior dogs, with 300,000 units sold within 6 months of release. Japan and South Korea introduced mushroom-based immunity boosters using maitake and shiitake extract blends. These products recorded 27% repeat purchase rates. Omega-3 derived from algae saw 22% higher adoption among vegan pet owners in the U.K. in 2023. Packaging and convenience are also being innovated. Single-dose sachets and soft chew pouches saw a 33% rise in online sales. Transparency in labeling, QR-based sourcing verification, and veterinarian-formulated branding have become standard in premium product launches.

Five Recent Developments

Nutramax Laboratories expanded its U.S. production capacity by 40% in late 2023, targeting over 25 million units annually.
NOW Foods introduced a new line of taurine and lysine supplements for cats, selling over 2.1 million units within 9 months of launch.
Beaphar partnered with veterinary clinics across Belgium and Netherlands, increasing its retail footprint by 600+ outlets.
Only Natural Pet launched hemp-based calming chews that achieved 87% of projected sales in Q1 2024 alone.
FOODSCIENCE CORPORATION released a new probiotic chew line with 7-strain blends, recording a 23% increase in monthly subscriptions.

Report Coverage of Pet Dietary Supplements Market

This report provides comprehensive insights into the global pet dietary supplements market, structured across dimensions such as product types, applications, regions, companies, trends, and innovation pipelines. It includes more than 300 verified data points covering 2023–2024 and categorizes over 70 supplement SKUs by type and function. Coverage extends across 28 countries, representing more than 90% of global pet supplement demand. The scope of the report incorporates dynamic trend analysis, consumer behavior mapping, competitive profiling, and product benchmarking. It assesses over 40 product innovation campaigns and includes more than 60 brand-specific distribution metrics. Key regional outlooks—North America, Europe, Asia-Pacific, and the Middle East & Africa—are each explored in detail. The report also benchmarks investments, online channel performance, pricing trends, and strategic collaborations, offering a 360-degree view of the evolving market landscape. It profiles five leading companies, tracks their product launches, and analyzes more than 19 distribution models. The report’s robust segmentation and real-world metrics make it an essential resource for businesses aiming to enter, expand, or innovate within the global pet dietary supplements space.