Pet Dietary Supplements Market

2020 Analysis and Review: Pet Dietary Supplements Market by Pet Type – Dog, Cat, and Horse for 2020 - 2030

About the Report

The pet dietary supplements market is driven by the increasing demand for high quality pet care. Favorable trends recorded in the last few years have played a significant role in stepping up speedy innovation in the pet dietary supplements market. The efforts on the part of market players towards promoting their innovative products and finding a strong foothold in the competitive environment are expected enable steady growth in the coming years.

ESOMAR-certified consulting and market research firm Future Market Insights (FMI) offers detail insights about key drivers and factors driving the demand for pet dietary supplements. The study tracks down global sales of pet dietary supplements in 20+ high growth markets, along with the COVID-19 analysis on the industry in general.

How Do Historical and Future Outlook of Pet Dietary Supplements Market Compare?

The pet dietary supplements market is quite dynamic in nature and is expanding at a fast pace. The use of dietary supplements or nutraceuticals for pets is increasing in response to the rising number of pet parents. A number of veterinarians and veterinary practitioners also have added private label brands or even their own label supplements and nutraceuticals for sale within the clinic, fuelling the demand.

Nutritional supplements are known as complimentary needs. Since, there is an increasing value attached to the comfort and health of pets, people have started to go beyond just the basic pet food. The pet care industry is experiencing a slight transition towards high-end pet foods, such as organic, grain-free, refrigerated and raw food. Subsequently, the pet dietary supplements market is witnessing exemplary growth.

Nowadays, pet humanization is a popular trend where owners are treating their pets as counterparts and are willing to spend to provide their pets with human-like products or experiences. Pet humanization is a major reason behind the increase in the demand for luxury goods in the pet care industry. As pets are treated as an integral part of the family, people owning pets take care of their pets in a manner similar to parents taking care of their children in a family.

Many even consider pet parenting as preparation for parenting a baby. This being a significant reason for not hesitating in spending for the wellbeing of their pets. The impact of this trend is positively felt on the pet dietary supplements market, which according to FMI, is projected to rise at a CAGR of 7.1% between 2020 and 2030.

How Is Increasing Pet Adoption Affecting Pet Dietary Supplements Sales?

According to the statistics of National Pet Owners in 2019, the number of pet owners increased by 11% from 1988. In 2019, around 67% of U.S. households owned a pet, among which dogs are a popular pet owned by majority of the households.

Besides this, according to the Pet Food Manufacturers Association in the United Kingdom, in 2019, 40% of households (around 12 million) owned a pet, among which 25% owned a dog. The global increase in pet adoption for companionship is indicative of growing affection towards pet animals.

This also reflects in behavior of pet owners as they are more willing to spend on healthier food and supplements for their pets. Pet adoption trends are expected to create lucrative opportunities for the overall expansion of the market.

What is the Commercial Potential of Pet Dietary Supplements?

Pet dietary supplements will continue witnessing high sales, thanks to their increasing visibility across ecommerce platforms and other online channels. The overall awareness about various nutritional benefits of dietary supplements for pets is growing. For instance, probiotic supplements contain bacteria and are known for their benefits in keeping digestive tract healthy.

Besides this, there is high demand for nutritional supplements to prevent risk of chronic ailments in pets, which is a key factor driving pet dietary supplements sales globally. Against this backdrop, the demand for supplements such as fish oil, amino acid, biotin, and others has increased to improve overall health of pets.

Canine multivitamins promote better health by improving levels of essential vitamins and minerals in the diet. Multivitamin supplements complete nutritional requirement in dogs. A majority of multivitamins for dogs come in the form of tablets. Mostly these tablets are the chewable format tablets with a meat flavor to encourage dogs to eat them.

Vendors have also introduced powdered and liquid dog multivitamins into the market, which are designed to be mixed with food. Multivitamins are also formulated in a manner that it is tailored towards dogs with particular needs, such as senior dogs or still recovering dogs.

However, there also products designed or blended in a fashion supporting the dog at all stages of life. Major multivitamins for dogs are Wowdog, Rumatec Vetcare, Intas, Wuff-wuff, Virbac, Drools, Boltz and Medilogy Biotech.

Country-wise Insights

How Colossal is the Opportunity for Pet Dietary Supplements Sales in U.S.?

As per the FMI analysis, North America is one of the leading markets for pet dietary supplements and is anticipated to remain dominant throughout the course of the forecast period. Consumers across the world are willing to pay more for premium products, thus augmenting the pet dietary supplements market in the U.S.

Millennials are leading this trend toward healthy living, driven both by the sheer number of consumers in this age group as well as their buying behavior. In the United States, millennials became the largest demographic group in 2015, overtaking the baby boomer generation, which had been the largest for roughly 60 years.

For millennials, discovering new products and building authentic relationships with these brands is essential. They prefer products that reflect their aspirations for a healthy lifestyle and their ethical and environmental standards.

According to the National Pet Owners Survey undertaken in 2019, nearly 67% of U.S. households have pet, which adds up to nearly 85 million families and as big scope for the expansion of the pet dietary supplements market.

Multivitamins Demand Likely to Be High Among U.K. Pet Owners

The U.K. presents a strong market for pet dietary supplements backed by increasing pet ownership. According to the The People's Dispensary for Sick Animals (PDSA), nearly 51% of adults in the U.K. owned pet in 2020. While 26% of them has cats, the population of pet dogs stood at 10.1 million in the same year.

These statistics represent the U.K. as a booming market for pet dietary supplements. Coupled with this, in general high awareness towards the health and wellbeing of pets will continue supporting expansion in the country.

What Drives Pet Dietary Supplements’ Sales in Japan?

Pet healthcare industry is well developed in Japan. The retail space is filled with delicacies, special vitamins, and a number of shops offer spa and ayurveda sessions for dogs and cats. Specialized treatments are offered to target the digestive and immune health of the pets. The Lactis Zoo pet supplement is targeted towards cats, dogs and other small mammals such as rabbit, hamster etc.

The supplements are universal for all mammals, and help to maintain the health and vitality of pets. Specialized vitamins for dogs and cats constitute natural and effective components. An example being, overall growth supplement for puppies comprises the highest quality natural fish oil. Vitamins for joint health and activity of cats and dogs include natural marine collagen and chondroitin derived from shells of deep-sea crabs that are 100% ecologically safe.

Which is the Key Trend in German Pet Dietary Supplements Market?

Consumers have expressed their desire to use more sustainable products to avoid the impact of these products on the environment. This has encouraged pet supplement manufacturers to offer more sustainable products. Pet dietary supplements’ companies in the market are increasingly opting for sustainable practices to ensure less impact of their products on the environment.

For instance, German-based Grau has been leading in the production and distribution of dog food and supplements, through its brand Hokamix. In order to stay ahead in the market space, the company continues to focus on quality, and claims to be using only the best ingredients for its products.

What is Driving Pet Dietary Supplements Sales in France?

Pet ownership is highly prevalent in France, making it one of the ideal markets for sales of pet dietary supplements. In fact the country has various stringent guidelines to ensure wellbeing of pets. For instance, deworming guidelines created by the European Scientific Counsel Companion Animal Parasites (ESCCAP), has recommended the frequency of deworming to avoid risk of infection in pets.

Besides deworming compliances, the pet care in general is considered of high importance in France. Pet care in the country is gaining strength, driven by the ever-growing pet humanization trend. Humanization of pets also influences the nature of pet food, which primarily features an increasing number of dietary supplements brands.

Category-wise Insights

Which Pet Dietary Supplement Product is More Preferred?

Glucosamine accounts for the major share in the pet dietary supplements market. It happens to be the most commonly used supplements for hip and joint supports in dogs. Zesty Paws, Tomlyn Joint & Hip Chews, Cosequin Mini Soft Chews, Infinite Pet Supplements, Liquid Health Pets Glucosamine Dog Supplements, Healthscape Pets Muscle Mobility, Blue Buffalo Life Protection Formula, and ProSense Glucosamine Chew tablets are the most trending glucosamine supplements for dogs.

Glucosamine is one of several natural substances, or nutraceuticals, that are known as chondroprotective agents, used in the treatment of arthritis in humans, dogs, horses, and other animals.

How Big is the Penetration of Pet Dietary Supplement Capsules?

Capsules are gaining traction owing to their greater benefits in comparison to other forms of pet dietary supplements, especially the tablets. Soft-gel capsules differ from the hard-shelled capsules in appearance. Soft-gel capsules are typically wider and are usually semi-transparent as opposed to opaque.

These soft-gel capsules are also known as liquid gels, since they contain medication suspended in gelatin or a similar substance. Easy digestion is guaranteed by this format of medication, at which point active ingredients are released and absorbed. According to the analysis of FMI, the capsules category is expected to reach an approximate 25.2% market share by 2030.

Which is the Leading Application for Pet Dietary Supplements?

Daily consumption of digestive supplements is a means to improve dog’s digestive health. Canine digestive aids a dog's body in a number of ways. Not only do they promote good bacteria, but also help in preventing digestive problems.

A daily dosage of digestive supplement facilitates the regular functioning of GI tract and makes a pet’s diet more nutritional, thereby supporting their overall gut health.

How is Online Retailing Benefitting the Market?

No sooner did the COVID-19 pandemic hit, a majority of the store retailers shifted to internet retailing. The trend of Omni-channel retailing had begun even before the COVID-19 pandemic became known to the world, however, the lockdown period was a nail in the coffin. A more important fact is that a considerable section of new e-Commerce users intend to continue with online retailing. Primarily, stores that develop effective Omni-channel capabilities so as to maintain position among the physical grocers and also in a digital sphere are driving the market’s momentum.

Competitive Landscape

Market players are adopting various strategies to survive in the highly competitive environment. With an aim to create brand name, these companies focusing on innovation and product launches. Besides this there is ample focus towards strategic collaborations.

For instance:

  • Purina announced the development of a groundbreaking cat diet in February 2020, which includes egg-based ingredient containing antibodies of Fel d1, which is a major cat allergen that can also cause adverse reaction in some humans
  • Bond Pet Foods Inc., launched a protein packed treat bar in 2020, which is formulated with novel yeast protein and has more than 29% protein per bar
  • Scout & Zoe’s, which is a leading pet food and treat brand in the U.S. launched its product line called Super Fly for dogs in 2020. It is the first insect-based product introduced by the company that includes a dry powdered larvae, whole larvae treat, and larvae meal topper

Some of the leading companies operating in the market are:

  • Nestle SA
  • Mars Incorporated
  • NOW Foods
  • Blue Buffalo Co. Ltd.
  • Ark Naturals
  • Virbac
  • Novotech Nutraceuticals, Inc.
  • Zoetis
  • PetAg, Inc.
  • VetClassics
  • GNC

*The list is not exhaustive, and only for representational purposes. Full competitive intelligence with SWOT analysis available in the report.

Scope of the Report



Forecast Period


Historical Data Available for


Market Analysis

USD Million for value and ‘000 Tonnes for Volume

Key Regions Covered

North America, Latin America, Europe, East Asia, South Asia, Oceania Middle East & Africa


Key Countries Covered

US, Canada, Germany, U.K., France, Italy, Spain,  China, Japan, South Korea, India, Thailand, Malaysia, Indonesia, Australia, New Zealand, GCC Countries, , Northern Africa, South Africa

Key Segments Covered

Product Type, Sales Channel, Application, Pet Type, Form, and Region

Key Companies Profiled

  • Nestle SA
  • Mars Incorporated
  • NOW Foods
  • Blue Buffalo Co. Ltd.
  • Ark Naturals
  • Virbac
  • Novotech Nutraceuticals, Inc.
  • Zoetis
  • PetAg, Inc.
  • VetClassics
  • GNC

Report Coverage

Market Forecast, brand share analysis, competition intelligence, DROT analysis, Market Dynamics and Challenges, Strategic Growth Initiatives

Customization & Pricing

Available upon Request

Key Questions Answered in the Report

Q1. Which is the most lucrative market for pet dietary supplements?

North America currently leads the global market for pet dietary supplements. Within North America, the U.S. has emerged as a leading market. The increasing demand for high-quality pet care product will continue supporting expansion of the market in the country.

Q2. Which is the top-selling pet dietary supplement?

As per the analysis, glucosamine is the top selling category of pet dietary supplement and is anticipated to witness rising demand through the forecast period.

Q3. Which is the preferred sales channel for pet dietary supplements?

Sales through convenience stores and modern trade still account for a notable share in the market. The penetration of pet specialty stores is high in the developing regions like Asia-Pacific. Online sales are further expected to register high CAGR during the forecast period.

Q4. Which are some of the leading companies offering pet dietary supplements?

Some of the leading companies offering pet dietary supplements include Nestle SA, Mars Incorporated, NOW Foods, Blue Buffalo Co Ltd., Ark Naturals, Virbac, Novotech Nutraceuticals, Inc., Zoetis, PetAG, Inc., VetClassics and GNC.

Q5. What is driving pet dietary supplement sales?

Growing disposable income of pet owners and innovations by suppliers are enabling growth in the market. With the rising pet ownership the demand for dietary supplements for pets is expected to increase considerably.

Enquiry before Buying

Is this research conducted by Future Market Insights?

Yes, the research has been conducted by expert analysts of Future Market Insights through a combination of primary research and secondary research. To know more about how the research was conducted, you can speak to research analyst

What research methodology is followed by FMI?

FMI follows a methodology that encompasses demand side assessment of the market, and triangulates the same through supply side analysis. This methodology is based on use of standard market structure, methods and definitions. Request detailed methodology

Who are the respondents for primary research?

FMI speaks to stakeholders across the spectrum, including C-level executives, distributors, product manufacturers, industry experts. For a full list of primary respondents, please reach out to us.

What are the sources of secondary research?

FMI conducts extensive secondary research through proprietary databases, paid databases, and information available in the public domain. We refer to industry associations, company press releases, annual reports, investor presentations, and research papers. More information about desk research is available upon request

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Pet Dietary Supplements Market by Category

Product Type

  • Glucosamine
  • Probiotics
  • Multivitamins
  • Omega-3 fatty acids
  • Others


  • Joint Health
  • Digestive Health
  • Weight Management
  • Skin and Coat Health
  • Dental Care
  • Others


  • Capsules
  • Tablets
  • Powder
  • Others


  • Dog
  • Cat
  • Horse
  • Others

Sales Channel

  • Wholesalers & Distributors
  • Modern Trade
  • Convenience Stores
  • Multi-brand Stores
  • Pet Specialty Stores
  • Online Retailing


  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • Middle East and Africa (MEA)

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Pet Dietary Supplements Market