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Pet Supplements in the U.S., 7th Edition

Pet Supplements in the U.S., 7th Edition

This report provides a thorough examination of how trends are playing out as marketers seek new ways to make supplements an integral part of pets’ wellness routines, in competition with functional pet food and treat formulations. With sales surpassing $600 million in 2019 and CBD (cannabidiol) products creating a surge of new interest, the market is expected to show steady growth for the foreseeable future, bolstered by a continued focus on health and nutrition in the pet market overall. This analysis covers historical and projected retail sales from 2014 through 2023, competitive strategies of key players, and trends in new product development such as alternative formulations, condition-specific products, feline supplements, natural/organic supplements, and carry-overs from the human supplements market, as well as retail channel trends. Featuring exclusive data from Packaged Facts’ February/March and April 2019 Surveys of Pet Owners, the report details pet supplement purchasing trends as well as attitudes, priorities, and demographic characteristics of pet supplement purchasers. The report also incorporates Simmons consumer survey data to profile pet supplement purchaser demographics.


  • Executive Summary
    • The Market
      • Scope of Report
      • Report Methodology
      • Market Size and Composition
      • Market Outlook
      • Pet Supplement Regulation
    • The Marketers
      • Competitive Overview
      • Retail Trends
      • Mass-Market, Farm & Feed, and Natural Food Channels
    • Marketing and New Products
      • Established Types of Condition-Specific Supplements Top the Charts
      • Hemp/Cannabidiol Supplements Generate Interest, Pose Problems
      • Calming Aids and Anxiety Support Supplements
      • Supplement Marketers Seek New Delivery Systems
      • Joint Health Supplements
      • Digestive/Gut Health and Probiotic Supplements
      • Lifestage-Specific Supplements
      • Cat Supplements Offer More than Hairball Relief
      • Supplements for Small Animals
    • Consumer Trends
      • Note on Data Sources
      • Dog Owners More Likely to Purchase Supplements
      • Cannabis/CBD Supplement Usage Rates
      • Most Supplement Purchasers Are Confident in Product Quality
      • Pet Supplement Usage Frequency and Expenditures
      • Inspiring Pet Owner Trust in Supplement Claims
      • Factors Influencing Pet Supplement Purchases
      • Consumers Rank All-Natural as Most Important Formulation Characteristic
      • Consumers Rank Safety as Most Important Product Information
      • Purchaser Demographics
    • Opportunities
      • Opportunity 1: Pet Stress and Anxiety
      • Opportunity 2: CBD for All and Everything
      • Opportunity 3: Senior Pets
      • Opportunity 4: Natural/Organic Supplements
      • Opportunity 5: Innovative Delivery Systems
      • Opportunity 6: Getting More Veterinarians on Board
      • Opportunity 7: Omnichannel Marketing
  • The Market
    • Chapter Highlights
    • Introduction
      • Scope of Report
      • Report Methodology
    • Market Size and Composition
      • Pet Supplement Sales Pick Up
        • Table U.S. Retail Sales Pet Supplements, 2014-2018 (millions of dollars and percent)
      • Pet Supplement Sales by Channel
      • Dogs Dominate Pet Supplement Sales
    • Market Outlook
      • Roads of Innovation
      • CBD Supplements Take Market by Storm
      • Pet Market Focus on Health and Wellness Drives Premium Spending
      • Impact of Human Supplements Market on Pet Supplements
      • "Pets as Family" Movement Undergirds Wellness Focus
      • Supplements Compete with Functional Foods, Treats
        • Table Level of Agreement with Statement: "High-quality dog foods/cat foods are effective for preventive healthcare," 2018 (percent)
        • Table Functional Food, Functional Treat, and Supplements Usage by Condition, 2019 (percent of dog- and cat-owning households)
        • Table Functional Pet Food Usage by Health Condition: Overall vs. Pet Supplement Purchasers, 2019 (percent of dog and cat owners)
      • Senior and Overweight Pets
        • Table Age of Dogs and Cats, 2018 (percent of pet owners)
      • Natural/Organic Supplements in High Demand
      • Pet Supplement Purchasers Remain Price Sensitive
      • Veterinarians Harbor Enormous Market Clout
      • Supplements as Preventive Care May Lower Vet Costs
    • Pet Supplement Regulation
      • FDA, AAFCO Monitor Pet Supplements
      • National Animal Supplement Council
      • The AVMA and Pet Supplements
    • Market Projection
      • Table Projected U.S. Retail Sales of Pet Supplements, 2018-2023 (millions of dollars and percent)
  • Marketer and Retail Trends
    • Chapter Highlights
    • Competitive Overview
      • Serving a Diverse Customer Base
      • Marketers and Brands by Retail Channel
      • Consumer Purchasing by Brand
        • Table Usage Rates of Pet Supplements by Marketer/Brand, 2019 (percent of dog and cat owners)
      • Mergers & Acquisitions
      • Pet Supplements Market Expansion
      • Marketers Continue to Enter CBD Space
    • Retail Trends
      • Pet Specialty Leads Brick-and-Mortar Retail in Pet Supplement Purchasing
        • Table Brick-and-Mortar Retailers Where Pet Supplements Are Purchased, 2019 (percent of dog and cat owners)
      • More Pet Owners Buying Pet Supplements Online
        • Table Internet Retailers Where Pet Supplements Are Purchased, 2019 (percent of dog and cat owners)
      • Pet Supplement Merchandising in Pet Specialty Retailers
      • Mass-Market, Farm & Feed, and Natural Food Channels
  • Marketing & New Product Trends
    • Chapter Highlights
    • Marketing & New Product Trends
      • Established Types of Condition-Specific Supplements Top the Charts
        • Table Purchase Rates of Condition-Specific/Functional Pet Food, Treats, and Supplements, 2019 (percent of dog and cat owners)
      • Hemp/Cannabidiol Supplements Generate Interest, Pose Problems
      • Calming Aids and Anxiety Support Supplements
      • Supplement Marketers Seek New Delivery Systems
      • Joint Health Supplements
      • Digestive/Gut Health and Probiotic Supplements
      • Lifestage-Specific Supplements
      • Cat Supplements Offer More than Hairball Relief
      • Supplements for Small Animals
  • Consumer Trends
    • Chapter Highlights
    • Overview of Pet Supplement Purchasing
      • Note on Data Sources
    • Consumer Purchasing and Buying Habits
      • Dog Owners More Likely to Purchase Supplements
        • Table Interest in Cannabis (CBD/Hemp) Supplements by Health Condition Treated, 2019 (percent of dog and cat owners)
      • Pet Supplement Usage Frequency
        • Table Frequency with Which Pet Owners Give Pet Supplements, 2019 (percent of dog and cat owners)
      • Pet Supplement Expenditures
        • Table Average Monthly Expenditure on Pet Supplements, 2019 (percent of dog and cat owners)
    • Factors Influencing Pet Supplement Purchases
      • Most Supplement Purchasers Are Confident in Product Quality
      • Inspiring Pet Owner Trust in Supplement Claims
        • Table Most Important Factors Influencing Pet Supplement Purchases, 2019 (percent of dog and cat owners)
      • Consumers Rank All-Natural as Most Important Formulation Characteristic
      • Consumers Rank Safety as Most Important Product Information
    • Demographic Trends
      • Millennials, Homes with Children Skew High for Pet Supplement Use
        • Table Demographic Indexes for Pet Supplement Purchasing, 2019 (index of dog and cat owners)
      • Pet Supplement Usage Trends
      • Pet Supplement Purchase Rates by Type and Number of Pets
      • Simmons Demographic Trends for Pet Supplement Use
        • Table Demographic Indicators for Pet Supplement Purchasing: Dog Owners vs. Cat Owners, 2018 (percent, index and number)

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