This Packaged Facts report examines the U.S. market for nutritional supplements for pets—dogs, cats, birds, small mammals, and reptiles, collectively. The term “supplement” as used in this report refers to products sold in traditional supplement forms including pills, tablets, powders, liquids, and sprays. The focus is on products for dogs and cats, which account for over 95% of the market, although coverage also extends to other types of companion animals. Specifically excluded are:
Pet foods marketed as complete and balanced diets, including those featuring novel ingredients such as glucosamine;
Functional treats—supplements in treat format marketed primarily as treats; and
Supplements for fish, most of which are water treatment products to control algae, fungi, parasites, etc.
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