Pet Supplements in the US, 9th Edition

Pet Supplements in the US, 9th Edition


Overriding concerns about pet health and wellness and the central part pets play in the household prompted pet owners to continue spending on pet supplements throughout 2022, driving the market to nearly $2.3 billion, a 22% increase from 2021 and reflecting an 17% CAGR for 2017-2022. Although inflation accounts for much of this dollar advancement, the sales growth is a continuation of the double-digit increases experienced in both 2020 and 2021. Packaged Facts survey results from November 2022 show that nearly half of pet supplements purchasers spent more on supplements in the previous 12 months than in 2021, a positive sign amidst economic uncertainty. Other factors favoring supplement purchasing include a growing reliance on calming/anxiety supplements, the expanding population of senior pets, and a shift towards science-based and veterinarian-formulated supplements. The market outlook for pet supplements remains solid, with U.S. retail sales expected to grow at a brisk pace through 2027.

Packaged Facts’ Pet Supplements in the U.S., 9th Edition provides a detailed examination of how these trends are playing out as marketers seek new ways to make supplements an integral part of pets’ wellness routines. Despite the favorable outlook, pet supplement marketers continue to compete with marketers of functional, condition-specific treats and foods as pet owners seek out ways to address their pets’ nutritional needs in convenient and pet-pampering formats. Another long-term battle in the largely mature market is how to remain relevant by identifying and utilizing the latest, on-trend ingredients while assuring consumers of product safety and efficacy, and engendering more support among the veterinary community.

Building on the analyses presented in previous editions of this report, this fully updated ninth edition covers historical and projected retail sales from 2017 through 2027, competitive strategies of key players, and trends in new product development including condition-specific formulations, lifestage-focused products, feline supplements, veterinarian-developed products, and carry-overs from the human supplements market, as well as retail channel trends. The report provides an in-depth examination of the CBD market, following trends in regulation, consumer perceptions, new product development, and marketing. Featuring exclusive data from Packaged Facts’ Surveys of Pet Owners, the report details pet supplement purchasing trends as well as attitudes and demographic characteristics of both conventional and CBD pet supplement purchasers.


  • Executive Summary
    • Introduction
      • Scope of Report
    • The Market
      • Market Size and Composition
      • Market Outlook
      • Pet Supplement Regulation
      • Market Projection
    • Marketer and Retail Trends
      • Competitive Overview
      • Retail Trends
    • Marketing and New Product Trends
      • Condition-Specific Formulas Front and Center
      • Veterinary Formulas Add Scientific Weight
      • Natural Supplements
      • Calming Aids and Anxiety Support Supplements
      • CBD Offers More than Just Anxiety Treatment
      • Joint Health Supplements
      • Condition-Specific Lines Cover All the Bases
      • Omegas and Fish Oil Supplements
      • Immunity-Related Supplements Get COVID Boost
      • Probiotics Linked to Digestive Support and Immunity
      • Allergy/Skin & Coat Supplements
      • Alternative Formats
      • Lifestage-Specific Supplements
      • Cat Supplements Offer More Than Hairball Relief
      • Supplements for Other Pets
    • Consumer Trends
      • Consumer Purchasing, Buying Habits, and Attitudes
      • Demographic Trends
    • Opportunities
      • Challenge: Rising Prices, Economic Pressures
      • Opportunity 1: Health and Wellness
      • Opportunity 2: Condition-Specific and Customized Supplements
      • Opportunity 3: Researching CBD
      • Opportunity 4: Calming, Immune Products Benefit from Pandemic-Heightened Anxiety
      • Opportunity 5: Senior Pets
      • Opportunity 6: Omnichannel Marketing
      • Opportunity 7: Getting More Veterinarians on Board
      • Opportunity 8: Science-Based Supplements
  • The Market
    • Chapter Highlights
    • Introduction
      • Scope of Report
      • Report Methodology
    • Market Size and Composition
      • Pet Supplement Sales Surpass $2 Billion
        • Table U.S. Retail Sales Pet Supplements, 2017-2022 (million dollars and percent)
      • Pet Supplement Sales by Channel
        • Table U.S. Retail Sales of Pet Supplements, Vet Sector vs. Retail Sector 2018-2022 (million dollars and percent)
      • Products for Dogs Dominate Pet Supplement Sales
    • Market Outlook
      • Price Inflation Top-of-Mind Concern
        • Table Spending Changes From January 2022 to August 2022, 2022 (percent of pet owners)
      • Supply Chain Woes Persist
      • Human Supplement and Pet Supplement Use Overlap
      • Focus on Health and Wellness
        • Table Level of Agreement with Statement: "My pets are important to my physical/mental health", February 2023 (percent of dog, cat, and other pet owners)
        • Table Percent of Dog- and Cat-Owning Households With Senior Dogs/Cats Age 7+, 2017-2022 (percent)
      • Pet Supplements Compete with Pet Food on Health and Wellness
        • Table Condition-Specific Pet Supplements, Pet Food, and Pet Treat Purchase Rates, Past 12 Months, November 2022 (percent of pet supplement purchasers)
      • Pets Central to Home Life
      • Pets and Owners Physically Closer than Ever
      • Pet Owner Interest in CBD Supplements Persists
        • Table U.S. Retail Sales of Pet CBD Products, 2018-2027 (million dollars and percent)
      • Veterinarians Harbor Enormous Market Clout
    • Pet Supplement Regulation
      • FDA and AAFCO Monitor Pet Supplements
      • National Animal Supplement Council
      • The AVMA and Pet Supplements
      • Regulating CBD
    • Market Projection
      • Table Projected Retail Sales of Pet Supplements, 2022-2027 (million dollars and percent)
  • Marketer and Retail Trends
    • Chapter Highlights
    • Competitive Overview
      • Standing Out in the Growing Crowd
      • Pet Supplement Channel Lines in the Omnimarket Era
      • Pet Owner Brand Preference
      • Mergers, Acquisitions, and Investments
      • Pet Supplements Market Expansion and Accolades
      • Four Pet Supplement Marketers Make Inc. 5000 Fastest Growing Businesses List
    • Retail Trends
      • Internet Ahead of Brick-and-Mortar Use in Pet Supplement Purchasing
      • Top Online Marketers and Brands
      • Pet Supplement Merchandising in Pet Specialty Retailers
      • Mass-Market and Farm & Feed Channels
  • Marketing and New Product Trends
    • Chapter Highlights
    • Marketing and New Product Trends
      • Condition-Specific Formulas Front and Center
      • Veterinary Formulas Add Scientific Weight
      • Natural Supplements
      • Calming Aids and Anxiety Support Supplements
      • CBD Offers More than Just Anxiety Treatment
      • Joint Health Supplements
      • Condition-Specific Lines Cover All the Bases
      • Omegas and Fish Oil Supplements
      • Immunity-Related Supplements Get COVID Boost
      • Probiotics Linked to Digestive Support and Immunity
      • Allergy/Skin & Coat Supplements
      • Alternative Formats
      • Lifestage-Specific Supplements
      • Cat Supplements Offer More Than Hairball Relief
      • Supplements for Other Pets
  • 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
      • Most Supplement Purchasers Are Confident in Product Quality
      • Factors Influencing Pet Supplement Purchases
      • Pet Supplement Formats
      • Condition-Specific Pet Supplements
      • Internet Ahead of Brick-and-Mortar Shopping in Pet Supplement Purchasing
      • Use of Special Offers and Promotions
    • Demographic Trends
      • Homes with Children and Urban Dwellers Skew High for Pet Supplement Use
        • Table Demographic Indices for Pet Supplement Purchasing, November 2022 (index of pet supplement purchasers)
      • Gen Z, Households with Young Children Skew High for Pet CBD Supplement Purchases
        • Table Demographic Indices for Pet and Human CBD Supplement Purchasing, November 2022 (index of pet CBD supplement purchasers)

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