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Veterinary Therapeutic Diet Market Outlook from 2024 to 2034

The global veterinary therapeutic diet industry size is estimated to reach USD 1.6 billion in 2024 and further increase at a CAGR of 9.6% during the forecast period. By 2034, the industry value is projected to total USD 3.8 billion, pushed by growing pet adoption and the escalating pet humanization trend.

Pet owners have become aware of the nutritional requirements of pets and importance of specialized diets to manage different health conditions. This change in consumer behavior has propelled the demand for veterinary therapeutic diets across various segments, such as renal health, gastrointestinal support, and weight management.

The market has evolved with advances in veterinary medicine and nutrition science, leading to production of more efficient and targeted therapeutic diets. Consequently, veterinary clinics have emerged as key distribution channels for these specialized products. These clinics cater to the growing demand of pet owners for tailored nutrition solutions for pets.

Over the years, customer preferences have also changed as pet owners prefer diets made up of high-quality ingredients and natural formulations. This trend has shaped the landscape of pet therapeutic diets and opened up numerous opportunities for manufacturers to offer a variety of products to meet the needs of pet owners.

Innovation is becoming a key success strategy for manufacturers to succeed in this thriving industry. Leading players, such as Nestlé Purina and Hill’s Pet Nutrition, are leading the charge in driving innovation in veterinary therapeutic diet sector. For instance, in January 2024, Hill’s Pet Nutrition developed four new, upgraded prescription diet products using the company’s Science of Taste approach. These include Prescription Diet c/d Multicare Stress Feline, Gastrointestinal Biome Stress Feline, c/d Multicare Low Fat Canine, and z/d Low Hydrolyzed Soy Canine.

Several companies are entering this industry to grab emerging opportunities. For instance, recently, Virbac entered the pet nutrition sector with the launch of VETERINARY HPM Spay and Neuter Diets in the United States market. North America and Europe remain key pockets for veterinary therapeutic diet manufacturers and suppliers.

This is attributable to rapid rise in pet ownership, escalating prevalence of pet chronic diseases, and surging popularity of personalized pet products. Growing preference for natural and organic pet foods among pet owners is another key factor creating growth prospects for the industry. Similarly, new product launches will improve the market share of veterinary therapeutic diet players during the next ten years.

Attributes Description
Estimated Global Veterinary Therapeutic Diet Market Size (2024E) USD 1.6 billion
Projected Global Veterinary Therapeutic Diet Market Value (2034F) USD 3.8 billion
Value-based CAGR (2024 to 2034) 9.6%

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Key Industry Highlights

Rising Pet Ownership Rates Globally Propelling Demand

In recent years, there has been a spike in pet adoption, especially across nations like the United States, and the trend is set to escalate further due to increasing number of pet enthusiasts. This, in turn, is anticipated to propel demand for veterinary therapeutic diets.

According to, around 4.8 million dogs and cats are adopted annually in the United States. This spike in pet adoption will act as a catalyst fueling demand for pet therapeutic diets during the assessment period.

The more the pet adoption rate in a country, the more will be demand for pet food products, including therapeutic diets. Thus, companies will need to keep a close watch on pet adoption rates before entering a region or expanding their presence.

Growing Pet Humanization Trend Opening Growth Fortunes for Companies

Increasing interest in pet humanization and innovation in pet foods are key veterinary therapeutic diet sector’s latest trends. These factors can play a key role in dictating the growth of the veterinary therapeutic diet market.

Today, more and more pet owners are treating pets like family members. Modern consumers are willing to spend more money on the health and well-being of pets, creating scope for pet foods, including veterinary therapeutic diets.

As per the American Veterinary Medical Association (AVMA), around 85% of dog owners and 75% of cat owners consider their furry companions to be members of the family. The increasing sales of veterinary therapeutic diets, totaling USD 3.8 billion, speaks volumes about how much humans value pets.

High Cost of Veterinary Therapeutic Diets Limiting Sales

Veterinary therapeutic diets are generally more expensive than regular pet food as these contain specific nutrients and high-quality ingredients. This high cost is a barrier for pet owners, especially those with limited budgets.

To address this challenge, companies need to lower veterinary therapeutic diet prices. This will also make these specialized pet foods more accessible to a vast consumer base, especially across developing nations like India and China.

2019 to 2023 Global Veterinary Therapeutic Diet Sales Outlook Compared to Demand Forecast from 2024 to 2034

Global sales of veterinary therapeutic diets recorded a CAGR of 6.7% between 2019 and 2023. This growth was fueled by increased pet adoption and high spending on pet care products and services globally.

The outbreak of COVID-19 resulted in high cases of depression as people’s movement was limited. For instance, as per the COVID-19 Mental Disorder Collaborators, the pandemic led to a 27.6% increase in cases of chronic depressive disorders. This, in turn, positively improved pet adoption rate as well as demand for veterinary therapeutic foods.

Pet owners also spend huge amounts on specialized pet foods to tackle chronic diseases like diabetes, allergies, and digestive disorders among pets. This also provided impetus for industry growth during the historical period. Looking ahead, the global veterinary therapeutic diet industry is set to witness a robust growth trajectory from 2024 to 2034. This is attributable to thriving pet sector, growing interest in preventive pet healthcare, and increasing incidence of pet diseases.

Many pet organizations and government agencies are striving to enhance pet care by launching new policies and guidelines. For instance, the American Veterinary Medical Association (AVMA) and the American Animal Hospital Association (AAHA) collaboratively launched the inaugural Canine and Feline Preventive Healthcare Guidelines.

Manufacturers are making numerous efforts to maintain transparency in ingredient sourcing. There is also a greater focus on research and development to create evidence-based formulas and improve the efficacy of therapeutic diets. Collaborations with nutritionists and veterinarians have increased in formulating diets that meet pets' nutritional requirements. These developments will play a key role in boosting the global industry during the next ten years.

Nandini Roy Choudhury
Nandini Roy Choudhury

Principal Consultant

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Comparative Market Overview

The section below compares two industries in the food and beverage division, namely, the plant-based pet food and the fortified pet food industries. The information provided in the tables below would enable potential clients to make wise investment decisions and put efforts in the most beneficial zones.

Global Plant-based Pet Food Industry Assessment:

As more and more pet owners go vegan, they are also looking to provide vegan foods to the companion animals. This is putting the plant-based pet food market into the limelight and boosting sales growth. Pet humanization trend is also gathering momentum, especially across regions like North America and Europe. This will also positively impact sales of plant-based pet foods through 2034.

Attribute Description
Related Market Global Plant-based Pet Food Demand Outlook
CAGR (2024 to 2034) 9.2%
Growth Factor Increasing awareness of sustainability, growing animal welfare concerns, and escalating interest in organic pet foods.
Opportunity Growing demand for plant-based options in the pet food industry.
Trend Introduction of novel plant protein sources, sustainable packaging solutions, and the development of complete and balanced plant-based diets for pets.

Global Fortified Pet Food Assessment:

Fortified pet foods provide numerous health benefits as they contain micronutrients like minerals, vitamins, and amino acids. These benefits are making such food items popular among pet owners and fueling demand. Growing interest in plant-based fortified foods is an emerging trend in the industry.

Attribute Description
Related Report Global Fortified Pet Food Demand Outlook
CAGR (2024 to 2034) 7%
Growth Factor Escalating awareness of the importance of essential nutrients in pets' diets to support overall health and well-being.
Opportunity Development of fortified pet foods that address specific health concerns or cater to different life stages, such as puppy/kitten, adult, and senior formulas.
Key Trends Growing interest in premium pet food and fortification of diets with vitamins, minerals, antioxidants, probiotics, and omega fatty acids to promote optimal health.

Country-wise Insights

The section below provides CAGRs of the pet therapeutic diet market across various countries. The United States, Japan, and the United Kingdom are set to experience higher CAGRs of 7.7%, 9.9%, and 8.7%, respectively through 2034.

The regional analysis of veterinary therapeutic diet market is also given to determine key pockets for companies closely. A combination of factors, including a thriving pet sector, favorable government support, and interest in preventive pet care, are behind this growth. Similarly, the impact of health and wellness on veterinary therapeutic diet sales in all these regions is given in the full report.

Growing adoption of pets, especially dogs and cats, is playing a key role in boosting growth of veterinary therapeutic diet market in Asia Pacific. Other veterinary therapeutic diet growth factors in emerging nations include rising emphasis on improving pet health and favorable government policies.

Countries CAGR 2024 to 2034
United States 7.7%
China 6.6%
United Kingdom 8.7%
Japan 9.9%

High Pet Adoption and Pet Spending Boosting Sales in the United States

The United States veterinary therapeutic diet market is poised to register a CAGR of 7.7% during the assessment period. This is attributable to factors such as increasing pet ownership rates, escalating pet humanization trends, and innovation in pet food technology. The United States is witnessing increasing pet adoption and pet spending due to factors like a rapid economic boom and a high population of pet enthusiasts. This, in turn, will likely uplift veterinary therapeutic pet demand in the nation through 2034.

Around 70% of United States households own a pet, according to the American Pet Products Association. Similarly, about USD 136.8 billion was spent on pets in the United States in 2021. This is positively impacting veterinary therapeutic diet sales in the nation. The United States is also home to several leading pet food manufacturers. These companies keep investing in research and development activities to offer innovative products to consumers.

The regulatory environment also plays a key role in facilitating industry development in the United States. The nation has a well-defined regulatory framework that ensures quality standards and overall safety. Transparency and adherence to guidelines offer consumers self-belief in the quality of products available in the market.

China Set to Present Lucrative Opportunities to Manufacturers

China is anticipated to offer lucrative growth opportunities to manufacturers during the assessment period. The country will likely progress at a CAGR of 6.6% between 2024 and 2034, fueled by increasing pet ownership, growing awareness of pet health, and a spike in pet diseases.

In recent years, there has been a surge in chronic diseases like diabetes, allergies, and digestive disorders among pets in China. This has created a strong demand for veterinary therapeutic diets, and the trend is set to continue through 2034. Key manufacturers in the country are expanding existing businesses to cater to the growing demand from Chinese consumers. The focus is on introducing a variety of therapeutic diets tailored to address specific health concerns in pets, such as weight management and joint health.

China's sustained economic growth has empowered pet owners to invest in premium pet products, including pet therapeutic diets, to ensure the well-being of furry companions. This combination of increased pet ownership, strategic business expansion, and economic prosperity contributes to high sales in China.

Endorsements by Veterinarians Play Crucial Role in Boosting France’s Market

Veterinarians in France play a crucial role in recommending therapeutic diets to address medical conditions in pets. The endorsement and guidance of veterinarians have significantly influenced pet owners' decisions to opt for veterinary therapeutic diets.

Continuous innovation and development of advanced formulations by key manufacturers have expanded the range of therapeutic diets available in the market. These specialized products cater to a wide array of health concerns, such as weight management, joint health, and digestive disorders, contributing to the increased sales of veterinary therapeutic diets in France.

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Category-wise Insights

The section below sheds some light on top segments and the anticipated growth rates. Companies can use this information to invest in popular diet types and forms to solidify their positions in the industry.

Based on animal type, the dog category is anticipated to hold a dominant position, accounting for a value share of 45.7% in 2024. In terms of diet type, the gastrointestinal health diets segment is projected to hold a share of 65.3% in 2024. On the other hand, the weight management diets category is set to witness high growth through 2034.

Dog Segment Set to Retain its Dominance through 2034

Segment Dog (Animal Type)
Value Share (2024) 45.7%

Dogs are prone to a wide range of health issues, such as obesity, joint problems, skin conditions, and allergies. To effectively manage these conditions, specialized diets are needed. This will continue to propel demand for veterinary therapeutic diets in dog category.

The strong emotional bond between dog owners and their pets often results in the shift toward best possible care, including nutrition. This is resulting in a higher demand for veterinary therapeutic diets tailored specifically for dogs. The target segment is set to hold a dominant market share of 45.7% in 2024.

Gastrointestinal Health Diets Remain Highly Sought-after Diet Type

Segment Gastrointestinal Health Diets (Diet Type)
Value Share (2024) 65.3%

When it comes to diet type, demand remains high for gastrointestinal health diets, and the trend is anticipated to persist in the coming years. The target segment will likely account for a value share of 65.3% in 2024, propelled by growing prevalence of digestive disorders and gastrointestinal infections in pets.

Gastrointestinal issues are commonly observed in pets, particularly in dogs and cats, making it a prevalent health concern among pet owners. The rise in digestive disorders, such as food sensitivities, irritable bowel syndrome, and gastrointestinal infections, is leading to a higher demand for specialized diets that can support digestive health and alleviate related symptoms.

Veterinary therapeutic diets formulated for gastrointestinal health often contain easily digestible ingredients like fiber to promote digestive function and overall well-being. Thus, increasing cases of digestive disorders in pets are set to directly impact gastrointestinal health diet sales.

Competition Outlook

New product development through continuous innovation is becoming a go-to strategy for leading manufacturers of veterinary therapeutic diets. Players are constantly focusing on creating specialized diets for different health concerns, including diabetes, allergies, and digestive issues.

Several companies are working on improving the palatability and nutritional value of products to ensure pets enjoy the food. Research and development have played a pivotal role in the success of veterinary therapeutic diets. Companies that continue to invest in research and development will have an edge in the future as well.

Many players emphasize product certifications and fulfill the increasing demand for natural and sustainable ingredients. Using online platforms like social media to expand customer base is gaining momentum. Similarly, strategies like partnerships, distribution agreements, collaborations, and acquisitions are becoming common in this growing sector.

Industry Updates

  • In March 2023, United States-based Hill’s Pet Nutrition launched ONC Care, a prescription diet to enhance food consumption for canine and feline oncology patients.
  • In 2024, France-based manufacturer and supplier of cat and dog food Royal Canine strengthened its Veterinary Gastrointestinal (GI) portfolio with the introduction of five new diets.
  • In October 2023, Scientific Remedies, a Spain-based pet health company, launched the Affinity Advance brand in India. The new pet food brand is a result of a partnership between Affinity Petcare and Scientific Remedies.

Leading Veterinary Therapeutic Diet Brands

  • Medicus
  • Mars Petcare
  • Nestlé Purina
  • Hill’s Pet Nutrition
  • Diamond Pet Foods
  • Veterinary Nutrition Group
  • Wellness Pet, LLC
  • NutriSource
  • Wysong
  • Natural Balance Pet Foods, Inc.

Market Segmentation of Veterinary Therapeutic Diets

By Animal Type:

As per animal type, the market has been categorized into cats, dogs, and others.

By Diet Type:

Based on diet type, the report is segmented into weight management diets, diabetic management diets, gastrointestinal health diets, joint health diets, skin and coat health diets, dental health diets.

By Sales Channel:

Different sales channels include veterinary clinics, pet specialty stores, online retailers, and others.

By Form:

Based on form, the industry is bifurcated into dry therapeutic diets and wet therapeutic diets.

By Region:

Industry analysis has been carried out in key countries of North America, Latin America, Europe, East Asia, South Asia, Oceania, and the Middle East and Africa.

Frequently Asked Questions

How big is the veterinary therapeutic diet market?

Global sales are estimated to total USD 1.6 billion in 2024.

What is the projected CAGR for the target industry?

The target industry is set to exhibit a 9.6% CAGR through 2034.

What is the veterinary therapeutic diet market value for 2034?

By 2034, the global industry value is forecast to total USD 3.8 billion.

Which region will garner significant value share by 2034?

North America.

Which diet type segment will lead the industry?

Gastrointestinal health diets segment to lead with a share of 65.3% in 2024.

Who are the key players in the market?

Medicus, Mars Petcare, Nestlé Purina, Nestlé Purina, and Hill’s Pet Nutrition.

Why do most vets recommend science diets?

Most vets recommend science diets as it is backed by extensive research.

Table of Content

1. Executive Summary

2. Industry Introduction, Including Taxonomy and Market Definition

3. Market Trends and Success Factors, Including Macro-economic Factors, Market Dynamics, and Recent Industry Developments

4. Global Market Demand Analysis 2019 to 2023 and Forecast 2024 to 2034, including Historical Analysis and Future Projections

5. Pricing Analysis

6. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034

    6.1. Form

    6.2. Diet Type

    6.3. Animal Type

    6.4. Sales Channel

    6.5. Region

7. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Form

    7.1. Dry Therapeutic Diets

    7.2. Wet Therapeutic Diets

8. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Animal Type

    8.1. Cat

    8.2. Dogs

    8.3. Others

9. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Sales Channel

    9.1. Veterinary Clinics

    9.2. Pet Specialty Stores

    9.3. Online Retailers

    9.4. Others

10. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Diet Type

    10.1. Weight Management Diets

    10.2. Diabetic Management Diets

    10.3. Gastrointestinal Health Diets

    10.4. Joint Health Diets

    10.5. Skin and Coat Health Diets

    10.6. Dental Health Diets

11. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Region

    11.1. North America

    11.2. Latin America

    11.3. Western Europe

    11.4. Eastern Europe

    11.5. East Asia

    11.6. South Asia and Pacific

    11.7. Middle East and Africa

12. North America Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries

13. Latin America Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries

14. Western Europe Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries

15. Eastern Europe Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries

16. East Asia Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries

17. South Asia & Pacific Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries

18. Middle East and Africa Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries

19. Sales Forecast 2024 to 2034 by Category A, Category B, and Category C for 30 Countries

20. Competition Outlook, including Market Structure Analysis, Company Share Analysis by Key Players, and Competition Dashboard

21. Company Profile

    21.1. Nestlé Purina

    21.2. Hill’s Pet Nutrition

    21.3. Diamond Pet Foods

    21.4. Veterinary Nutrition Group

    21.5. Wellness Pet, LLC

    21.6. NutriSource

    21.7. Wysong

    21.8. Natural Balance Pet Foods, Inc.

    21.9. Mars Petcare

    21.10. Royal Canin

    21.11. Blue Buffalo

    21.12. Solid Gold

    21.13. Mars Petcare


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