Pet Supplements and Nutraceuticals Market Size, Share, Growth, and Industry Analysis, By Type (Vitamins, Omega-3 Supplements, Joint Health, Digestive Health), By Application (Pet Health, Nutritional Supplements for Pets), Regional Insights and Forecast to 2033

Pet Supplements and Nutraceuticals Market Overview

Pet Supplements and Nutraceuticals Market size was valued at USD 3.52 billion in 2025 and is expected to reach USD 6.48 billion by 2033, growing at a CAGR of 7.93% from 2025 to 2033.

The increasing awareness among pet owners regarding pet health is a major driver of the pet supplements and nutraceuticals market. As of 2024, over 67% of households in the United States own a pet, with similar growth trends in Europe and Asia-Pacific. The growing trend of pet humanization is propelling the demand for high-quality supplements such as probiotics, multivitamins, and omega-3 fatty acids. More than 30% of pet owners in the U.S. report using supplements to support their pets’ joint health and digestion.

A shift toward preventive healthcare is pushing the market upward. According to the American Pet Products Association (APPA), pet owners spent over USD 136.8 billion on pet care in 2024, out of which USD 1.2 billion was directed towards supplements and nutraceuticals. Increasing demand for natural and organic ingredients has also boosted the segment, with over 48% of buyers preferring natural pet supplements. Additionally, the rise in e-commerce platforms is facilitating easier access to a variety of products, with online sales accounting for nearly 35% of pet supplement purchases in 2024.

The market also benefits from increasing veterinary recommendations and endorsements. In 2024, veterinary clinics and hospitals accounted for approximately 28% of all pet supplement sales. This growing professional validation boosts consumer trust. Furthermore, the growing elderly pet population, which increased by 19% globally between 2020 and 2024, has escalated the demand for joint health and mobility supplements, contributing significantly to market growth.

Key Findings

DRIVER: Rising pet humanization and health consciousness have led to a 27% increase in supplement purchases globally between 2022 and 2024.

COUNTRY/REGION: In the U.S., over 55 million pet dogs and 45 million pet cats contributed to increased demand for health-specific nutraceuticals in 2024.

SEGMENT: The joint health supplement segment accounted for approximately 33% of the total market share in 2024 due to increased arthritis-related concerns in aging pets.

Pet Supplements and Nutraceuticals Market Trends

In 2024, significant market trends have shaped the pet supplements and nutraceuticals landscape. Among the most prominent is the rise in demand for multifunctional supplements combining vitamins, probiotics, and omega-3s into single formulations. Over 40% of pet owners now prefer bundled formulations, citing convenience and comprehensive health benefits. Plant-based supplements, particularly those containing turmeric, CBD, and ashwagandha, have gained traction, with turmeric-based supplements seeing a 22% sales growth in 2024. Another emerging trend is the personalization of pet supplements; more than 25% of online buyers opted for tailored nutritional products based on pet breed, age, and health profile. Subscription models for pet supplements also rose by 18% in 2024, offering convenience and routine nutrition for pets. Furthermore, transparency in ingredient sourcing and sustainability in packaging have become key decision factors, with 58% of consumers stating they prefer brands that clearly list ingredient origins. Technological advancements in supplement delivery formats, such as chewable treats and powders, accounted for 31% of total product innovation launches in 2024, showing a shift from traditional pills and tablets. These trends reflect evolving consumer preferences for health, ease, and sustainability in pet care.

Pet Supplements and Nutraceuticals Market Dynamics

The global pet supplements and nutraceuticals market is influenced by various dynamic factors, including rising pet adoption rates, the growing geriatric pet population, and increasing interest in natural healthcare alternatives. In 2024, over 92 million households globally added new pets, directly impacting supplement sales, particularly in developing countries like India and Brazil. The rising number of older pets has led to a surge in demand for joint health and mobility support supplements, which saw a 29% increase in 2024. Growing disposable income, especially in urban areas, allows pet owners to invest more in preventive health products. Technological integration into product innovation, such as smart dosing and real-time health tracking, is also influencing purchasing behaviors. However, regulatory differences across countries and the lack of standardized guidelines can hamper consistent product quality. The growing presence of counterfeit and unregulated supplements online also affects consumer trust. Despite these challenges, increased veterinary awareness campaigns and influencer marketing are enhancing consumer education and demand. Brands investing in clean-label products and personalized solutions are more likely to gain traction, especially with 45% of pet owners actively researching ingredients before purchase.

DRIVER

Growing elderly pet population driving demand for joint health products.

Between 2020 and 2024, the global population of pets over the age of 7 rose by 19%, leading to a notable 33% surge in joint health supplement consumption. With older pets more prone to arthritis, dysplasia, and mobility issues, owners are increasingly turning to glucosamine, chondroitin, and MSM-based nutraceuticals. Veterinary recommendations for preventive care in aging pets have also doubled since 2022, further propelling product uptake.

RESTRAINT

Lack of regulatory harmonization and rise in counterfeit products.

Global disparities in pet supplement regulations present a major barrier. For instance, while the U.S. follows FDA-CVM guidelines, many Asian and Latin American countries lack equivalent standards, creating confusion and limiting market entry. Additionally, over 17% of supplements sold online in 2024 were found to be non-compliant or counterfeit, which not only compromises pet safety but also erodes consumer confidence. Companies must navigate these regulatory complexities while maintaining quality assurance.

OPPORTUNITY

Rise of e-commerce platforms and direct-to-consumer models.

With 35% of pet supplement sales in 2024 conducted online, digital channels are reshaping the market. Subscription-based models and online customization tools allow consumers to tailor products to their pets’ specific needs. The ability to access lab-tested and veterinarian-endorsed supplements through digital platforms is attracting tech-savvy pet owners. Growth in mobile pet health apps is also enabling automated dosing reminders and re-purchase recommendations.

CHALLENGE

Limited clinical validation of supplement efficacy.

Although demand is high, the lack of comprehensive clinical trials and scientific validation for many ingredients remains a concern. Only about 42% of commercially available pet supplements in 2024 had undergone third-party testing. This gap in scientific evidence affects veterinarians’ willingness to recommend certain products and can make pet owners skeptical, especially those concerned with long-term health outcomes.

Pet Supplements and Nutraceuticals Market Segmentation

The pet supplements and nutraceuticals market is segmented by type and application. By type, products include vitamins, omega-3 supplements, and joint health supplements. Vitamins are the most commonly used supplement, with over 38% of pet owners administering them for general wellness and immunity enhancement. Omega-3 supplements, largely derived from fish oil and flaxseed, are widely used for skin, coat, and cognitive health, making up 28% of market demand. Joint health products, often featuring glucosamine and MSM, are increasingly used for older pets and those suffering from arthritis or joint stiffness. On the application side, pet health and nutritional support form the two main segments. Pet health supplements cater to specific conditions like anxiety, kidney issues, and digestive problems, while nutritional supplements focus on general wellness and growth, especially in younger pets. Pet health segment accounted for nearly 52% of usage in 2024, showing a growing trend toward condition-specific products. Nutritional support supplements, meanwhile, are gaining traction among breeders and pet parents of large breeds. The trend toward personalization and breed-specific needs is shaping innovation in both segments. Enhanced delivery methods like soft chews and liquids have further segmented the market by delivery preference, attracting pets and owners alike.

By Type

• Omega-3 Supplements: Omega-3s make up 28% of the total supplement demand due to their benefits for skin, coat, and cognitive health. Fish oil-based supplements lead this category, with over 22 million bottles sold in 2024. Many products now include DHA and EPA to support brain development in puppies and kittens. Plant-based omega-3s are also gaining traction among vegan pet owners.
• Joint Health: With a 33% share in 2024, joint health supplements are vital for aging pets and large breeds. Glucosamine, MSM, and chondroitin are the key ingredients. Products targeting hip dysplasia and arthritis saw a 27% increase in sales. Veterinary-prescribed joint chews and mobility snacks are gaining popularity for ease of use and palatability.

By Application

• Pet Health: Pet health supplements address anxiety, inflammation, skin conditions, and digestion. In 2024, digestive health supplements represented 16% of all health-related products. Probiotic-enriched snacks and calming chews with ingredients like valerian root and chamomile became staples among dogs suffering from anxiety. Renal and liver support supplements also gained popularity in senior pets.
• Nutritional Supplements for Pets: Focused on general growth and wellness, nutritional supplements are used heavily among younger and performance pets. In 2024, nearly 45% of breeders used specialized supplements to enhance litter health and growth. Formulations with added calcium, amino acids, and vitamins support bone density, muscle growth, and immunity.

Regional Outlook of the Pet Supplements and Nutraceuticals Market

In 2024, the global pet supplements and nutraceuticals market showed robust growth across all major regions, driven by the rising pet population, increased health awareness, and higher disposable incomes. North America led the market with a significant share, supported by high pet ownership rates and an advanced veterinary infrastructure. Europe followed with a focus on sustainable, organic supplements. Asia-Pacific showed the fastest growth due to rising urbanization, increasing pet adoption, and digital penetration. The Middle East and Africa, though smaller in market size, showed strong potential due to rising pet care awareness and growth in high-income expat communities. These regional dynamics indicate that the global pet supplements market is evolving into a personalized and health-oriented sector, responding to varied consumer demands.

• North America

North America accounted for over 42% of global market share in 2024, led by the U.S. with over 110 million pet cats and dogs. Supplement penetration was highest in this region, with over 52% of pet owners using at least one supplement monthly. Canada also saw a 21% increase in pet supplement sales, especially for mobility and coat health.

• Europe

Europe saw steady growth in 2024 with 88 million pet-owning households. Germany, France, and the UK led demand, with joint health and organic supplements being the most preferred. Around 36% of buyers in the EU favored eco-friendly packaging and plant-based ingredients, pushing brands toward sustainability. Online platforms contributed to 30% of total sales.

• Asia-Pacific

Asia-Pacific showed the fastest growth, especially in China, India, and Australia. In 2024, China had 70 million pet dogs and cats, and pet supplement use grew by 34%. India showed a 40% rise in online supplement purchases. The focus remained on digestive, skin, and joint health products. South Korea and Japan favored tech-integrated pet wellness.

• Middle East & Africa

Though smaller, the Middle East & Africa region displayed high growth potential. In 2024, pet ownership in urban UAE and Saudi Arabia increased by 28%, driving demand for pet health products. South Africa’s pet supplement market expanded by 22% with a focus on immune and digestive health. Premium products gained traction among affluent pet parents.

List of Top Pet Supplements and Nutraceuticals Companies

• Nestlé Purina Petcare (Switzerland)
• VetriScience Laboratories (USA)
• Ark Naturals (USA)
• NOW Foods (USA)
• Virbac (France)
• Kemin Industries (USA)
• Novotech Nutraceuticals (USA)
• Zoetis (USA)
• Bayer (Germany)
• Mars Incorporated (USA)

Nestlé Purina Petcare (Switzerland): One of the leading players, Purina offers a range of science-backed pet supplements targeting joint health, immune support, and digestive well-being. In 2024, its FortiFlora probiotic was among the top-selling products, with over 12 million units sold worldwide.

VetriScience Laboratories (USA): Known for vet-recommended supplements, VetriScience offers condition-specific products like Composure for anxiety and GlycoFlex for joint health. In 2024, over 4 million GlycoFlex chews were sold in North America alone.

Investment Analysis and Opportunities

The pet supplements and nutraceuticals market in 2025 presents a promising landscape for strategic investments. Growing pet humanization, combined with increasing health awareness and spending power, has led to a 26% increase in investments in new product launches and R&D in 2024 alone. The expanding elderly pet population and preference for natural, personalized nutrition offer lucrative segments for investors. Companies investing in AI-driven personalization tools and smart pet health wearables have experienced a 17% rise in engagement and product reorders. Emerging markets like India, Brazil, and the Middle East offer untapped potential, with pet supplement adoption rates rising by 30% between 2022 and 2024. Institutional funding in pet tech start-ups, especially in the U.S. and Europe, reached USD 980 million in 2024. Investment in supply chain upgrades and sustainable packaging has also become a priority as 58% of consumers now prefer eco-friendly brands. Veterinary clinics and independent pharmacies represent profitable distribution avenues, particularly for premium or condition-specific nutraceuticals. Cross-industry collaborations, such as those between pet food and pharma companies, are fostering innovation and expanding product portfolios. The increasing popularity of functional treats and nutritionally enhanced snacks has also encouraged brands to diversify their product offerings. Global investment trends signal that capital inflow will continue into 2025 and beyond.

New Product Development

In 2024, the pet supplements and nutraceuticals industry saw accelerated product innovation focused on personalization, sustainability, and efficacy. New product development has concentrated on addressing specific health issues such as anxiety, renal dysfunction, and immune support. The year witnessed the launch of over 1,200 new products worldwide, with 42% incorporating natural ingredients and plant-based formulations. CBD-infused chews for stress and joint care gained prominence in North America and Europe. Multivitamin formulations now frequently feature turmeric, ashwagandha, and mushroom extracts, reflecting the human wellness crossover. Innovative delivery systems, such as transdermal patches and lickable gels, emerged, especially for senior pets or those averse to pills. Brands have invested in microbiome-based supplements for digestive health, which saw a 37% increase in launch frequency in 2024. Personalized nutrition kits, based on DNA and gut microbiome analysis, were introduced in markets like the U.S., UK, and Japan, allowing precise supplementation. Packaging innovations focused on resealable, biodegradable, and QR-enabled labels to increase convenience and transparency. Collaborations with veterinary research institutions have resulted in science-backed formulas that enhance market credibility. Flavor customization for picky eaters has also become a focus, with over 29% of new chews offering bacon, cheese, or chicken variants. This flurry of activity indicates that R&D is a cornerstone of market competitiveness.

Five Recent Developments

• In 2024, Purina launched a personalized supplement range based on pet DNA analysis.
• VetriScience introduced a new calming chew for travel anxiety, increasing sales by 22%.
• Zoetis partnered with veterinary clinics to distribute probiotic sachets for digestive care.
• Ark Naturals rolled out plant-based mobility chews, with turmeric as the active ingredient.
• Bayer invested in research on mushroom-based immunity boosters for aging pets.

Report Coverage of Pet Supplements and Nutraceuticals Market

The report comprehensively covers all key elements of the pet supplements and nutraceuticals market, including product types, applications, key trends, and regional outlooks from 2024 to 2033. It offers insights into consumer behavior, market penetration rates, regulatory frameworks, and supply chain dynamics. The study incorporates factual data such as a 27% rise in pet supplement use between 2022 and 2024, a 19% increase in elderly pet populations, and a 35% online sales share in 2024. Segmentation includes in-depth analysis by type, such as vitamins, omega-3s, and joint health supplements, and by application, including pet health and nutritional support. Regional coverage spans North America, Europe, Asia-Pacific, and the Middle East & Africa, accounting for differences in adoption and regulation. The report also examines the competitive landscape by profiling top players, recent product launches, and investment trends. Additionally, it explores the impact of emerging technologies, such as smart dosing systems and DNA-based nutrition kits, shaping future growth. Opportunities and risks are evaluated across market segments. The report also provides actionable insights for stakeholders interested in tapping into high-growth areas such as personalized nutrition and e-commerce distribution.

Frequently Asked Questions