Pet Supplements in the U.S., 11th Edition

Publisher Packaged Facts

Published Mar 11, 2026

Length 131 Pages

SKU # LA20949742

Description

Pet Health Focus Continues to Support Supplement Sales

Growing consumer interest in pet health and wellness continues to shape the pet supplements market, though economic pressures and shifting market dynamics have slowed the pace of growth in recent years. While many pet owners remain focused on improving their pets’ health through supplements, discretionary spending pressures, competition from functional foods and treats, and limited growth in the dog population have tempered expansion. As a result, after several years of rapid gains, sales growth has moderated, with the market reaching $2.9 billion in 2025 and expected to expand at a steadier pace in the coming years.

Packaged Facts’ Pet Supplements in the U.S., 11th Edition provides a comprehensive analysis of this evolving market. The report examines key trends shaping demand, including the continued emphasis on preventive health, the development of condition-specific and life-stage formulations, the growing focus on feline supplements, and the emergence of veterinarian-developed products. It also evaluates how brands are responding to competition and changing consumer priorities through product innovation and strategic positioning.

The report presents historical and forecast market sales through 2030 and analyzes competitive activity among leading companies. It also explores retail channel dynamics and purchase patterns across channels and supplement types. In addition, the study offers detailed consumer insights drawn from Packaged Facts’ proprietary Survey of Pet Owners, including supplement usage patterns and demographic trends that help illuminate the drivers of current and future demand.

CHAPTER 1: EXECUTIVE SUMMARY: INTRODUCTION; Scope of Report; Report Methodology; MARKET OVERVIEW; Pet Supplement Sales Top $2.9 Billion; Pet Supplement Sales by Channel and Animal Type; MARKET OUTLOOK; Pet Supplements’ Health and Wellness Role Drives Sales Growth; Table 1-1. Agreement with Selected Statements Related to Pet Health Concerns: Pet Owners Overall vs. Pet Supplement Users, 2026 (percent); Economy’s Impact on Pet Owner Spending Mindset; Figure 1-1. Level of Agreement with the Statement, “I am actively seeking discounts/promotions for pet vitamins/supplements more than I used to”, 2025 (percent of pet supplement purchasers); Changes in the US Pet Population; Pet Supplements Compete with Pet Food on Health and Wellness; Veterinarians Have Potential to Impact Supplement Purchasers; Pet Supplement Regulation; OPPORTUNITIES; Preventive Wellness Supplements as Daily Health Insurance; The Budget-Conscious Pet Owner; Probiotic/Immune Products; Longevity and Healthy Aging Supplements; Behavioral Wellness and Anxiety Supplements; Cat-Specific Supplements; Omnichannel Marketing; Getting More Veterinarians on Board; Science-Based Supplements
CHAPTER 2: THE MARKET
CHAPTER HIGHLIGHTS: MARKET SIZE AND COMPOSITION; Pet Supplement Sales Top $2.9 Billion; Table 2-1. US Retail Sales of Pet Supplements, 2020 – 2025 (millions of dollars and percent change); Pet Supplement Sales by Channel; Figure 2-1. Pet Supplement Sales and Shares by Channel, 2025 (millions of dollars and percent); Retail Sector vs. Vet Sector Growth; Table 2-2. US Retail Sales of Pet Supplements, Vet Sector vs. Retail Sector, 2020 – 2025 (million dollars and percent change); Products for Dogs Dominate Pet Supplement Sales; Figure 2-2. Pet Supplement Sales Share by Animal Type, 2025 (millions of dollars and percent); MARKET OUTLOOK; Pet Supplements’ Health and Wellness Role Drives Sales Growth; Table 2-3. Agreement with Selected Statements Related to Pet Health Concerns: Pet Owners Overall vs. Pet Supplement Users, 2026 (percent); Anxiety, Behavioral Problems Go Hand-in-Hand; Figure 2-3. Pet Experiencing Anxiety and Behavioral Problems, 2026 (percent of pet supplement purchasers and dog and cat owners); Pets’ Impact on Human Health; Figure 2-4. Agreement with Pets and Human Health Sentiments, 2026 (percent); Pet Obesity and Aging Pets Contribute to Health Concerns; Figure 2-5. Share of Dog/Cat-Owning Households With Special Needs Pets, 2025 (percent); Figure 2-6. Share of Dog and Cat-Owning Households With Senior Pets Age 7+, 2016 – 2025 (percent of dog and cat owners); Economy’s Impact on Pet Owner Spending Mindset; Economy a Hindrance to Purchasing; Figure 2-7. Level of Concern About Rising Prices in Consumer Categories, 2025 (percent of pet owners); Impact on Pet Supplement Spending; Figure 2-8. Reduction in Spending on “Extras”, 2025 (percent of pet owners); Table 2-4. Changes in Levels of Pet Care Spending in Last 12 Months, 2022, 2023, 2024, 2025 and 2026 (percent of pet care customers with 2+ years as pet owners); Figure 2-9. Spending Changes on Pet Supplements in Past 12 Months, 2025 (percent of pet supplement purchasers); Figure 2-10. Level of Agreement with the Statement, “I am actively seeking discounts/promotions for pet vitamins/supplements more than I used to”, 2025 (percent of pet supplement purchasers); Pet Supplements Less Vulnerable to Price Increases; Figure 2-11. Categories Pet Owners Would Cut Back on in the Event of Price Increases, 2025 (percent of pet owners); Changes in the US Pet Population; Decline in Dog-Owning Households; Table 2-5. Dog-Owning Household Population by Generational Cohort, 2020/21-2024/25 (number in thousands); Table 2-6. Ratio of Puppy to Kitten Households, 2020/21-2024/25 (number in thousands); Growth in the Cat Population; Figure 2-12. US Cat-Owning Households, 2020/21-2024/25 (number in thousands); Figure 2-13. Share of US Cat-Owning Households by Generation, 2020/21-2024/25 (percent); Cat Owners Want More Attention; Figure 2-14. Share of Cat Owners Who Agree That Pet Industry Sectors Sometimes Treat Cats as Second-Class Citizens, 2019, 2022, and 2026 (percent of cat owners); Pets Central to Home Life; Figure 2-15. Agreement with Pets as Family Sentiments, 2025/6 (percent of pet owners); Pets and Owners Physically Close; Table 2-7. Where Pets Are Typically Kept: Dogs vs. Cats, 2025 (percent of pet owners); Pet Supplements Compete with Pet Food on Health and Wellness; Figure 2-16. Products Considered Most Important for Pet Health and Wellness: Dog vs. Cat Owners, 2026 (percent); Figure 2-17. Attitudes Toward Pet Food and Health, 2025 (percent of pet owners); General/Overall Health, Indoor Pet Top Conditions Treated by Supplements; Table 2-8. Condition-Specific Pet Supplements, Pet Food, and Pet Treat Purchase Rates, Past 12 Months, 2025 (percent of pet owners); Legislation Casts Doubt on Future of CBD Product Sales; Companies Dialing Back CBD Language; Illustration 2-1. ElleVet Calm & Comfort Supplement, September 2025 vs. February 2026; Pet Owner Interest in CBD Supplements Levels Off; Figure 2-18. Level of Agreement with the Statement, “I am buying pet CBD/cannabis products less than I used to”, 2025 (percent of pet supplement purchasers); Pet CBD Sales at $195 Million; Table 2-9. US Retail Sales of Pet CBD Products, 2020 – 2025 and 2030 (million dollars and percent change); Veterinarians Have Potential to Impact Supplement Purchasers; Knowledge Gap a Prime Opportunity; Figure 2-19. Level of Agreement with the Statement, “I rely on my veterinarian for advice on pet vitamins/supplements”, 2025 (percent of pet supplement purchasers); Sources of Pet Care Information Vary by Generation; Table 2-10. Top Sources of Information for Pet Care, by Generation, 2026 (percent and index of pet owners); PET SUPPLEMENT REGULATION; FDA and AAFCO Monitor Pet Supplements; National Animal Supplement Council; Product Labeling and Claims; Scientific Advisory Committee; Adverse Event Reporting; NAERS is the most advanced system of post-market surveillance in the world for these types of products. Data from the system is utilized to help continuously monitor risk and used by regulators in the U.S. and also internationally.; Additional NASC Membership Requirements; Expansion into the Treat Market; The AVMA and Pet Supplements; MARKET PROJECTION; Table 2-11. Projected Retail Sales of Pet Supplements, 2025 – 2030P (million dollars and percent)
CHAPTER 3: MARKETER AND RETAIL TRENDS
CHAPTER HIGHLIGHTS: COMPETITIVE OVERVIEW; Marketers Rely on Product Positioning to Differentiate Supplements; Pet Supplement Channel Lines in the Omnimarket Era; Online; Veterinary; Pet Specialty; Mass Market; Pet Owner Brand Preference; Figure 3-1. Brand Preference Among Pet Supplement Purchasers, 2025 (percent of pet supplement purchasers); Mergers, Acquisitions, and Investments; Vet Custom Label Acquires Myristol; FoodScience Acquires Natural Dog Company; Custom Veterinary Services Acquires Green Mountain Animal; Kradle Closes Funding Round; Vital Pet Life Makes Inc. 5000 Fastest Growing Businesses List; Cesar Millan Enters Pet Supplements Space; Illustration 3-1. Cesar Millan’s Better Dog Supplements; Kevin Hart Introduces Hartfelt Line; Illustration 3-2. Hartfelt Mobility Relief Supplements; Instagram-Famous Dog Inspires Nutrition Line; Illustration 3-3. Nala Nutrition Pet Supplements; RETAIL TRENDS; Internet Ahead of Brick-and-Mortar Use in Pet Supplement Purchasing; Figure 3-2. Retail Channels for Purchasing Pet Supplements, Past 12 Months, 2025 (percent of pet supplement purchasers); Top Online Marketers and Brands; Amazon.com; Illustration 3-4. Amazon Top Sellers in Dog Supplements & Vitamins, February 2026; Illustration 3-5. Amazon Top Sellers in Cat Supplements & Vitamins February 2026; Chewy.com; Illustration 3-6. Chewy Vibeful Banner Ad; Illustration 3-7. Chewy Top Selling Dog Supplements, February 2026; Illustration 3-8. Chewy Top Selling Cat Supplements, February 2026; Pet Supplements in Pet Specialty Retailers; PetSmart; Illustration 3-9. PetSmart.com Autoship Banner Ad; Illustration 3-10. PetSmart.com Top-Selling Dog Vitamins and Supplements, February 2026; Illustration 3-11. PetSmart.com Top-Selling Cat Vitamins and Supplements, February 2026; Petco; Illustration 3-12. Petco.com Most Popular Dog Supplement Offerings; Illustration 3-13. Petco.com Most Popular Cat Supplement Offerings; Smaller Chains and Independent Pet Stores; Mass-Market and Farm & Feed Channels; Supercenters and Mass Merchandisers; Walmart.com; Illustration 3-14. Walmart.com Best-Selling Dog Supplements; Illustration 3-15. Walmart.com Best-Selling Cat Supplements; Farm & Feed Stores
CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS
CHAPTER HIGHLIGHTS: MARKETING AND NEW PRODUCT TRENDS; Beyond Condition Specific Supplements; Overall Health; Illustration 4-1. Super Snouts Daily Thrive; Illustration 4-2. Austin and Kat Austin’s Everything Oil; Probiotics Linked to More Than Digestive Support; Illustration 4-3. VetIQ Digestive Probiotic; Illustration 4-4. Royal Canin Probiotic Line; Illustration 4-5. Native Pet Gutwell Supplements; Illustration 4-6. Vetnique Glandex Daily Prebiotic and Probiotic Supplements; Illustration 4-7. Green Juju Leaf, Farm, and Soil Supplements; Supplements Target Longevity; Illustration 4-8. Longevity15 Supplement; Illustration 4-9. PetAg Healthy Aging Dog and Cat Supplements; Illustration 4-10. Hans Hormone Health for Dogs; Illustration 4-11. Adored Beast Apothecary Vital Defense; Lifestage-Specific Supplements; Illustration 4-12. Gray Muzzle Maximum Strength Old Bones Happy Joints; Sidebar: Milk Replacers; Table 4-1. Purchase Rates of Milk Replacers, Past 12 Months, by Age of Pet, 2025 (percent of dog and cat owners); Size-Specific Supplements; Illustration 4-13. Relax Dog Supplements; Illustration 4-14. The Big Damn Dog Co. Giant Breed Supplements; Joint Health Supplements; Illustration 4-15. PetAg Dyne Joint Health & Mobility; Illustration 4-16. Vetnique YuMOVE Hip & Joint Health; Allergy/Skin & Coat Supplements; Illustration 4-17. Spirited Paw Skin & Allergy; Illustration 4-18. Nordic Naturals Skin & Coat + Omega-3; Illustration 4-19. Wholistic Pet Allergy & Immune; Calming Aids and Anxiety Support Supplements; Illustration 4-20. Purina Pro Plan Calming Care Supplement; Veterinary and Professional Formulations; Illustration 4-21. Vetnique Max Vet Strength Supplements; Illustration 4-22. Zesty Paws Professional Native Canine Probiotic and Healthy Aging; CBD Offers More than Just Anxiety Treatment; Illustration 4-23. Super Snouts Chill + Out and Hemp + Joint Supplements; Illustration 4-24. Kradle Max Daily Calming for Cats; Illustration 4-25. Harvest Hound Canine Calming Formula; Cat Supplements Offer More Than Hairball Relief; Illustration 4-26. Pet Honesty Cat Supplements; Illustration 4-27. Fera Pets Cat Supplements; Illustration 4-28. Under the Weather Cat Supplements
CHAPTER 5: 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; Figure 5-1. Pet Supplement Purchase Rates, 2025 (percent of pet product purchasers); Generational Differences in Pet Supplement Usage; Figure 5-2. Pet Supplement Users, Past 12 Months, by Generation, 2025 (index of pet product purchasers); Owners of Younger Dogs and Cats Most Likely to Purchase Supplements; Figure 5-3. Pet Supplement Purchasers, Past 12 Months, by Age of Pet, 2025 (index of pet product purchasers); Human Supplement and Pet Supplement Use Overlap; Figure 5-4. Pet Supplement Purchase Patterns, Past 12 Months, 2025 (percent of pet product purchasers); Figure 5-5. CBD Pet Supplement Purchase Patterns, Past 12 Months, 2025 (percent of pet product purchasers); Why Pet Owners Don’t Give Their Pets Vitamins/Supplements; Figure 5-6. Reasons Why Pet Owners Do Not Give Pet Vitamins/Supplements, 2025 (percent of pet owners who do not give their pets vitamins/supplements); Most Supplement Purchasers Are Confident in Product Quality; Figure 5-7. Level of Agreement with the Statement, “I am confident in the product quality of the vitamins/supplements I give my pets”, 2025 (percent of pet supplement purchasers); Figure 5-8. Level of Agreement with the Statement, “I prefer to buy pet vitamins/supplements that are made in the US”, 2025 (percent of pet supplement purchasers)

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