Pet Anxiety & Wellness Products Market Forecasts to 2032 – Global Analysis By Product Type (Supplements, Pressure Wraps, Aromatherapy, Noise-Canceling Devices, Pheromone Collars, and Sensory Toys), Ingredient, Pet Type, End User and By Geography
Description
According to Stratistics MRC, the Global Pet Anxiety & Wellness Products Market is accounted for $1.3 billion in 2025 and is expected to reach $2.1 billion by 2032 growing at a CAGR of 6.3% during the forecast period. This market encompasses products designed to alleviate stress and improve the emotional well-being of pets. It includes items like anxiety-relief vests (e.g., ThunderShirt), calming pheromone diffusers (e.g., Adaptil, Feliway), CBD treats, calming supplements, and interactive smart toys that provide mental stimulation. Driven by the humanization of pets, these products help manage behaviors triggered by separation, thunderstorms, or travel, offering non-pharmaceutical solutions for pet owners seeking to improve their companion's quality of life.
According to the American Pet Products Association, rising awareness of pet mental health is fueling innovation in calming treats, wearables, and sensory enrichment tools for stress reduction.
Market Dynamics:
Driver:
Rising awareness of pet mental health
The increasing humanization of pets has led to heightened awareness regarding animal mental well-being. Pet owners are now more conscious of stress, anxiety, and behavioral issues among companion animals. This trend has spurred demand for wellness products such as calming supplements, anxiety wraps, and pheromone diffusers. Additionally, social media and veterinary endorsements have played a key role in normalizing mental health discussions for pets. Consequently, the growing understanding of emotional care for animals continues to drive steady market expansion globally.
Restraint:
Regulatory restrictions on ingredients
Stringent regulations governing the use of herbal extracts, CBD, and synthetic compounds in pet wellness formulations pose challenges for manufacturers. Regional variations in approval standards across countries further complicate product commercialization. Brands must invest heavily in compliance testing and documentation, raising overall production costs. Moreover, delays in certification or changing ingredient regulations can hinder market entry. These compliance hurdles restrict innovation and slow the launch of new formulations, limiting market scalability and global reach in the pet anxiety and wellness segment.
Opportunity:
Growth of online pet stores
The rapid expansion of online pet care platforms presents a major opportunity for market growth. E-commerce channels provide enhanced visibility and direct consumer access for niche wellness products. Subscription-based models and targeted digital advertising enable recurring sales and brand loyalty. Additionally, global marketplaces allow smaller brands to reach international pet owners efficiently. The convenience of doorstep delivery, coupled with personalized product recommendations powered by AI, is reshaping the retail landscape for pet anxiety and wellness products worldwide.
Threat:
Counterfeit or low-quality products
The proliferation of counterfeit and unregulated wellness products online poses a significant threat to brand credibility and consumer trust. Poor-quality supplements or mislabeled calming aids can cause adverse effects in pets, leading to stricter oversight. Additionally, unauthorized sellers on e-commerce platforms undermine legitimate pricing and distribution channels. This not only damages brand reputation but also erodes market share for trusted manufacturers. Ensuring authenticity through QR-based traceability and certification marks becomes crucial for maintaining consumer confidence and regulatory compliance.
Covid-19 Impact:
The pandemic accelerated pet adoption globally, with rising emotional dependence on animals during lockdowns. However, post-pandemic transitions such as owners returning to workplaces triggered increased anxiety among pets. This led to heightened demand for calming products and behavior management supplements. Supply chain disruptions initially constrained product availability, but digital retail compensated for sales gaps. Consequently, the pandemic reshaped consumer preferences toward holistic wellness and stress-relief solutions, reinforcing the long-term growth trajectory of the pet anxiety and wellness products market.
The supplements segment is expected to be the largest during the forecast period
The supplements segment is expected to account for the largest market share during the forecast period, resulting from widespread adoption of chewable tablets, oils, and powders addressing anxiety and behavioral issues. Pet owners prefer these formulations for their convenience, dosage accuracy, and fast efficacy. Additionally, expanding veterinary recommendations and growing interest in nutraceutical ingredients further bolster supplement demand. As functional wellness becomes integral to preventive pet care, this segment continues to dominate the overall pet anxiety and wellness landscape.
The natural ingredients segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the natural ingredients segment is predicted to witness the highest growth rate, propelled by consumer preference for herbal, plant-based, and organic formulations. Increasing skepticism toward synthetic additives has encouraged brands to develop clean-label products with chamomile, valerian root, and hemp extracts. These ingredients are associated with safer long-term use and fewer side effects. The growing trend of holistic pet health, coupled with sustainability-focused branding, is driving rapid adoption of natural alternatives across global wellness portfolios.
Region with largest share:
During the forecast period, the Asia Pacific region is expected to hold the largest market share, attributed to a surge in pet ownership and growing disposable incomes across China, India, and Japan. Regional manufacturers are increasingly introducing culturally adapted wellness products to cater to local preferences. Urbanization and social media awareness have enhanced acceptance of pet health supplements. Furthermore, the proliferation of e-commerce platforms and regional distribution networks has improved product accessibility, solidifying Asia Pacific’s leadership in the global market.
Region with highest CAGR:
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR associated with rising consumer spending on premium pet wellness solutions and behavioral health products. Strong veterinary infrastructure and high awareness of anxiety-related disorders in pets are key growth enablers. Moreover, the presence of established brands and continuous innovation in CBD-infused calming products strengthen market traction. Increasing adoption of tele-veterinary consultations and direct-to-consumer models further accelerates product adoption across the U.S. and Canada.
Key players in the market
Some of the key players in Pet Anxiety & Wellness Products Market include ThunderShirt, Adaptil, Feliway, PetMD, Zesty Paws, VetriScience, Bach Rescue Remedy, Calming Collar, Furbo, Petcube, Anxitane, Solliquin, Nature's Miracle, Serene-um, Happy Hoodie, and Earth Rated.
Key Developments:
In September 2025, ThunderShirt launched the new ""ThunderShirt Pro,"" a smart calming wrap integrated with a patented, micro-vibration technology. The device uses gentle, rhythmic pulses that can be controlled via a smartphone app to mimic a calming heartbeat, providing a high-tech solution for noise phobias and separation anxiety.
In August 2025, Adaptil (Ceva Santé Animale) introduced the ""Adaptil Smart Diffuser with Home Monitoring."" The plug-in diffuser not only releases a dog-appeasing pheromone but also includes a built-in camera and microphone, allowing owners to check on their pets and dispense calming pheromone on-demand through an app.
In July 2025, Furbo announced a partnership with Zesty Paws to launch the ""Furbo Wellness System."" The system combines the Furbo dog camera with a smart dispenser for Zesty Paws' Calming Bites, allowing owners to remotely toss treats that contain calming ingredients like melatonin and L-Theanine when they see their dog showing signs of anxiety.
Product Types Covered:
• Supplements
• Pressure Wraps
• Aromatherapy
• Noise-Canceling Devices
• Pheromone Collars
• Sensory Toys
Ingredients Covered:
• Natural Ingredients
• Synthetic Ingredients
• CBD-infused
• Probiotics
Pet Types Covered:
• Dogs
• Cats
• Small Mammals
• Horses
• Birds
End Users Covered:
• Veterinary Clinics
• Hospitals
• Pet Owners
Regions Covered:
• North America
US
Canada
Mexico
• Europe
Germany
UK
Italy
France
Spain
Rest of Europe
• Asia Pacific
Japan
China
India
Australia
New Zealand
South Korea
Rest of Asia Pacific
• South America
Argentina
Brazil
Chile
Rest of South America
• Middle East & Africa
Saudi Arabia
UAE
Qatar
South Africa
Rest of Middle East & Africa
What our report offers:
- Market share assessments for the regional and country-level segments
- Strategic recommendations for the new entrants
- Covers Market data for the years 2024, 2025, 2026, 2028, and 2032
- Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
- Strategic recommendations in key business segments based on the market estimations
- Competitive landscaping mapping the key common trends
- Company profiling with detailed strategies, financials, and recent developments
- Supply chain trends mapping the latest technological advancements
According to the American Pet Products Association, rising awareness of pet mental health is fueling innovation in calming treats, wearables, and sensory enrichment tools for stress reduction.
Market Dynamics:
Driver:
Rising awareness of pet mental health
The increasing humanization of pets has led to heightened awareness regarding animal mental well-being. Pet owners are now more conscious of stress, anxiety, and behavioral issues among companion animals. This trend has spurred demand for wellness products such as calming supplements, anxiety wraps, and pheromone diffusers. Additionally, social media and veterinary endorsements have played a key role in normalizing mental health discussions for pets. Consequently, the growing understanding of emotional care for animals continues to drive steady market expansion globally.
Restraint:
Regulatory restrictions on ingredients
Stringent regulations governing the use of herbal extracts, CBD, and synthetic compounds in pet wellness formulations pose challenges for manufacturers. Regional variations in approval standards across countries further complicate product commercialization. Brands must invest heavily in compliance testing and documentation, raising overall production costs. Moreover, delays in certification or changing ingredient regulations can hinder market entry. These compliance hurdles restrict innovation and slow the launch of new formulations, limiting market scalability and global reach in the pet anxiety and wellness segment.
Opportunity:
Growth of online pet stores
The rapid expansion of online pet care platforms presents a major opportunity for market growth. E-commerce channels provide enhanced visibility and direct consumer access for niche wellness products. Subscription-based models and targeted digital advertising enable recurring sales and brand loyalty. Additionally, global marketplaces allow smaller brands to reach international pet owners efficiently. The convenience of doorstep delivery, coupled with personalized product recommendations powered by AI, is reshaping the retail landscape for pet anxiety and wellness products worldwide.
Threat:
Counterfeit or low-quality products
The proliferation of counterfeit and unregulated wellness products online poses a significant threat to brand credibility and consumer trust. Poor-quality supplements or mislabeled calming aids can cause adverse effects in pets, leading to stricter oversight. Additionally, unauthorized sellers on e-commerce platforms undermine legitimate pricing and distribution channels. This not only damages brand reputation but also erodes market share for trusted manufacturers. Ensuring authenticity through QR-based traceability and certification marks becomes crucial for maintaining consumer confidence and regulatory compliance.
Covid-19 Impact:
The pandemic accelerated pet adoption globally, with rising emotional dependence on animals during lockdowns. However, post-pandemic transitions such as owners returning to workplaces triggered increased anxiety among pets. This led to heightened demand for calming products and behavior management supplements. Supply chain disruptions initially constrained product availability, but digital retail compensated for sales gaps. Consequently, the pandemic reshaped consumer preferences toward holistic wellness and stress-relief solutions, reinforcing the long-term growth trajectory of the pet anxiety and wellness products market.
The supplements segment is expected to be the largest during the forecast period
The supplements segment is expected to account for the largest market share during the forecast period, resulting from widespread adoption of chewable tablets, oils, and powders addressing anxiety and behavioral issues. Pet owners prefer these formulations for their convenience, dosage accuracy, and fast efficacy. Additionally, expanding veterinary recommendations and growing interest in nutraceutical ingredients further bolster supplement demand. As functional wellness becomes integral to preventive pet care, this segment continues to dominate the overall pet anxiety and wellness landscape.
The natural ingredients segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the natural ingredients segment is predicted to witness the highest growth rate, propelled by consumer preference for herbal, plant-based, and organic formulations. Increasing skepticism toward synthetic additives has encouraged brands to develop clean-label products with chamomile, valerian root, and hemp extracts. These ingredients are associated with safer long-term use and fewer side effects. The growing trend of holistic pet health, coupled with sustainability-focused branding, is driving rapid adoption of natural alternatives across global wellness portfolios.
Region with largest share:
During the forecast period, the Asia Pacific region is expected to hold the largest market share, attributed to a surge in pet ownership and growing disposable incomes across China, India, and Japan. Regional manufacturers are increasingly introducing culturally adapted wellness products to cater to local preferences. Urbanization and social media awareness have enhanced acceptance of pet health supplements. Furthermore, the proliferation of e-commerce platforms and regional distribution networks has improved product accessibility, solidifying Asia Pacific’s leadership in the global market.
Region with highest CAGR:
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR associated with rising consumer spending on premium pet wellness solutions and behavioral health products. Strong veterinary infrastructure and high awareness of anxiety-related disorders in pets are key growth enablers. Moreover, the presence of established brands and continuous innovation in CBD-infused calming products strengthen market traction. Increasing adoption of tele-veterinary consultations and direct-to-consumer models further accelerates product adoption across the U.S. and Canada.
Key players in the market
Some of the key players in Pet Anxiety & Wellness Products Market include ThunderShirt, Adaptil, Feliway, PetMD, Zesty Paws, VetriScience, Bach Rescue Remedy, Calming Collar, Furbo, Petcube, Anxitane, Solliquin, Nature's Miracle, Serene-um, Happy Hoodie, and Earth Rated.
Key Developments:
In September 2025, ThunderShirt launched the new ""ThunderShirt Pro,"" a smart calming wrap integrated with a patented, micro-vibration technology. The device uses gentle, rhythmic pulses that can be controlled via a smartphone app to mimic a calming heartbeat, providing a high-tech solution for noise phobias and separation anxiety.
In August 2025, Adaptil (Ceva Santé Animale) introduced the ""Adaptil Smart Diffuser with Home Monitoring."" The plug-in diffuser not only releases a dog-appeasing pheromone but also includes a built-in camera and microphone, allowing owners to check on their pets and dispense calming pheromone on-demand through an app.
In July 2025, Furbo announced a partnership with Zesty Paws to launch the ""Furbo Wellness System."" The system combines the Furbo dog camera with a smart dispenser for Zesty Paws' Calming Bites, allowing owners to remotely toss treats that contain calming ingredients like melatonin and L-Theanine when they see their dog showing signs of anxiety.
Product Types Covered:
• Supplements
• Pressure Wraps
• Aromatherapy
• Noise-Canceling Devices
• Pheromone Collars
• Sensory Toys
Ingredients Covered:
• Natural Ingredients
• Synthetic Ingredients
• CBD-infused
• Probiotics
Pet Types Covered:
• Dogs
• Cats
• Small Mammals
• Horses
• Birds
End Users Covered:
• Veterinary Clinics
• Hospitals
• Pet Owners
Regions Covered:
• North America
US
Canada
Mexico
• Europe
Germany
UK
Italy
France
Spain
Rest of Europe
• Asia Pacific
Japan
China
India
Australia
New Zealand
South Korea
Rest of Asia Pacific
• South America
Argentina
Brazil
Chile
Rest of South America
• Middle East & Africa
Saudi Arabia
UAE
Qatar
South Africa
Rest of Middle East & Africa
What our report offers:
- Market share assessments for the regional and country-level segments
- Strategic recommendations for the new entrants
- Covers Market data for the years 2024, 2025, 2026, 2028, and 2032
- Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
- Strategic recommendations in key business segments based on the market estimations
- Competitive landscaping mapping the key common trends
- Company profiling with detailed strategies, financials, and recent developments
- Supply chain trends mapping the latest technological advancements
Table of Contents
200 Pages
- 1 Executive Summary
- 2 Preface
- 2.1 Abstract
- 2.2 Stake Holders
- 2.3 Research Scope
- 2.4 Research Methodology
- 2.4.1 Data Mining
- 2.4.2 Data Analysis
- 2.4.3 Data Validation
- 2.4.4 Research Approach
- 2.5 Research Sources
- 2.5.1 Primary Research Sources
- 2.5.2 Secondary Research Sources
- 2.5.3 Assumptions
- 3 Market Trend Analysis
- 3.1 Introduction
- 3.2 Drivers
- 3.3 Restraints
- 3.4 Opportunities
- 3.5 Threats
- 3.6 Product Analysis
- 3.7 End User Analysis
- 3.8 Emerging Markets
- 3.9 Impact of Covid-19
- 4 Porters Five Force Analysis
- 4.1 Bargaining power of suppliers
- 4.2 Bargaining power of buyers
- 4.3 Threat of substitutes
- 4.4 Threat of new entrants
- 4.5 Competitive rivalry
- 5 Global Pet Anxiety & Wellness Products Market, By Product Type
- 5.1 Introduction
- 5.2 Supplements
- 5.3 Pressure Wraps
- 5.4 Aromatherapy
- 5.5 Noise-Canceling Devices
- 5.6 Pheromone Collars
- 5.7 Sensory Toys
- 6 Global Pet Anxiety & Wellness Products Market, By Ingredient
- 6.1 Introduction
- 6.2 Natural Ingredients
- 6.3 Synthetic Ingredients
- 6.4 CBD-infused
- 6.5 Probiotics
- 7 Global Pet Anxiety & Wellness Products Market, By Pet Type
- 7.1 Introduction
- 7.2 Dogs
- 7.3 Cats
- 7.4 Small Mammals
- 7.5 Horses
- 7.6 Birds
- 8 Global Pet Anxiety & Wellness Products Market, By End User
- 8.1 Introduction
- 8.2 Veterinary Clinics
- 8.3 Hospitals
- 8.4 Pet Owners
- 9 Global Pet Anxiety & Wellness Products Market, By Geography
- 9.1 Introduction
- 9.2 North America
- 9.2.1 US
- 9.2.2 Canada
- 9.2.3 Mexico
- 9.3 Europe
- 9.3.1 Germany
- 9.3.2 UK
- 9.3.3 Italy
- 9.3.4 France
- 9.3.5 Spain
- 9.3.6 Rest of Europe
- 9.4 Asia Pacific
- 9.4.1 Japan
- 9.4.2 China
- 9.4.3 India
- 9.4.4 Australia
- 9.4.5 New Zealand
- 9.4.6 South Korea
- 9.4.7 Rest of Asia Pacific
- 9.5 South America
- 9.5.1 Argentina
- 9.5.2 Brazil
- 9.5.3 Chile
- 9.5.4 Rest of South America
- 9.6 Middle East & Africa
- 9.6.1 Saudi Arabia
- 9.6.2 UAE
- 9.6.3 Qatar
- 9.6.4 South Africa
- 9.6.5 Rest of Middle East & Africa
- 10 Key Developments
- 10.1 Agreements, Partnerships, Collaborations and Joint Ventures
- 10.2 Acquisitions & Mergers
- 10.3 New Product Launch
- 10.4 Expansions
- 10.5 Other Key Strategies
- 11 Company Profiling
- 11.1 ThunderShirt
- 11.2 Adaptil
- 11.3 Feliway
- 11.4 PetMD
- 11.5 Zesty Paws
- 11.6 VetriScience
- 11.7 Bach Rescue Remedy
- 11.8 Calming Collar
- 11.9 Furbo
- 11.10 Petcube
- 11.11 Anxitane
- 11.12 Solliquin
- 11.13 Nature's Miracle
- 11.14 Serene-um
- 11.15 Happy Hoodie
- 11.16 Earth Rated
- List of Tables
- Table 1 Global Pet Anxiety & Wellness Products Market Outlook, By Region (2024-2032) ($MN)
- Table 2 Global Pet Anxiety & Wellness Products Market Outlook, By Product Type (2024-2032) ($MN)
- Table 3 Global Pet Anxiety & Wellness Products Market Outlook, By Supplements (2024-2032) ($MN)
- Table 4 Global Pet Anxiety & Wellness Products Market Outlook, By Pressure Wraps (2024-2032) ($MN)
- Table 5 Global Pet Anxiety & Wellness Products Market Outlook, By Aromatherapy (2024-2032) ($MN)
- Table 6 Global Pet Anxiety & Wellness Products Market Outlook, By Noise-Canceling Devices (2024-2032) ($MN)
- Table 7 Global Pet Anxiety & Wellness Products Market Outlook, By Pheromone Collars (2024-2032) ($MN)
- Table 8 Global Pet Anxiety & Wellness Products Market Outlook, By Sensory Toys (2024-2032) ($MN)
- Table 9 Global Pet Anxiety & Wellness Products Market Outlook, By Ingredient (2024-2032) ($MN)
- Table 10 Global Pet Anxiety & Wellness Products Market Outlook, By Natural Ingredients (2024-2032) ($MN)
- Table 11 Global Pet Anxiety & Wellness Products Market Outlook, By Synthetic Ingredients (2024-2032) ($MN)
- Table 12 Global Pet Anxiety & Wellness Products Market Outlook, By CBD-infused (2024-2032) ($MN)
- Table 13 Global Pet Anxiety & Wellness Products Market Outlook, By Probiotics (2024-2032) ($MN)
- Table 14 Global Pet Anxiety & Wellness Products Market Outlook, By Pet Type (2024-2032) ($MN)
- Table 15 Global Pet Anxiety & Wellness Products Market Outlook, By Dogs (2024-2032) ($MN)
- Table 16 Global Pet Anxiety & Wellness Products Market Outlook, By Cats (2024-2032) ($MN)
- Table 17 Global Pet Anxiety & Wellness Products Market Outlook, By Small Mammals (2024-2032) ($MN)
- Table 18 Global Pet Anxiety & Wellness Products Market Outlook, By Horses (2024-2032) ($MN)
- Table 19 Global Pet Anxiety & Wellness Products Market Outlook, By Birds (2024-2032) ($MN)
- Table 20 Global Pet Anxiety & Wellness Products Market Outlook, By End User (2024-2032) ($MN)
- Table 21 Global Pet Anxiety & Wellness Products Market Outlook, By Veterinary Clinics (2024-2032) ($MN)
- Table 22 Global Pet Anxiety & Wellness Products Market Outlook, By Hospitals (2024-2032) ($MN)
- Table 23 Global Pet Anxiety & Wellness Products Market Outlook, By Pet Owners (2024-2032) ($MN)
- Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.
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