Global Pet Postbiotic Supplements Market - 2025-2032

The global pet postbiotic supplements market reached US$229.01 million in 2024 and is expected to reach US$473.33 million by 2032, growing at a CAGR of 9.50% from 2025 to 2032.

The pet postbiotic supplements market is experiencing steady growth, driven by increasing awareness of pet gut health and overall well-being. Postbiotics, the beneficial byproducts of probiotic fermentation, are gaining popularity for their stability, safety, and efficacy in supporting immune and digestive health in pets. Pet owners are seeking natural, science-backed solutions to enhance their pets' vitality, fueling demand for functional ingredients like postbiotics. To improve palatability and compliance, the market is seeing innovation in delivery formats, including chews, powders, and liquids.

Pet Postbiotic Supplements Market Trend

Functional Ingredients with science-backed claims and multi-benefit applications are a key trend in the pet postbiotic supplement market. While postbiotics were initially associated mainly with digestive health, they're now being formulated for a wider range of functions, such as immune support, skin and coat health, oral hygiene, stress reduction, and anti-inflammatory benefits.

This trend drives the development of holistic wellness products addressing oral health, immunity, skin, and more. For instance, in February 2025, Fera Pets launched Dental Support, its first dental supplement for pets, formulated by veterinarians. This easy-to-use powdered product is designed for daily use by simply sprinkling it over pet food. The formula includes botanicals, oral health enzymes, and a clinically studied postbiotic to promote fresh breath, clean teeth, and a healthy oral microbiome.

Dynamics

Increasing Humanization of Pets

The humanization of pets is a major driver in the growth of the pet postbiotic supplements market. As more pet owners view their animals as family members, they are increasingly investing in premium, health-enhancing products. According to the 2024 AVMA Pet Ownership and Demographic Sourcebook, there are 89.7 million dogs and 73.8 million cats in the US. On average, households spend US$ 580 per year on veterinary care for dogs and US$433 for cats, highlighting the significant investment in pet health.

This shift in mindset has led to a higher demand for functional supplements that support gut health, immunity, and overall well-being. Postbiotics, known for their stability and targeted health benefits, are gaining popularity as a science-backed option. Pet parents also mirror their wellness routines when choosing supplements for their pets. The rise of clean-label and natural ingredients further aligns with consumer expectations.

Low Consumer Awareness and Understanding

A significant barrier to growth in the pet postbiotic supplements market is the low level of consumer awareness and perceived value. According to a survey by SupplySide Store Journal, more than 86% of pet supplement shoppers are at least somewhat familiar with probiotics, and 42% associate them with positive health benefits. In comparison, only 27% recognize the benefits of prebiotics and just 9% of postbiotics. This stark contrast indicates that postbiotics suffer from a lack of visibility and education in the market, making it harder for brands to build trust and drive adoption among pet owners.

Segment Analysis

The global pet postbiotic supplements market is segmented based on form, pet type, nature, functionality, ingredient and region.

Digestive Health Leads the Pet Postbiotic Supplements Market Due to Higher Prevalence of Gut Issues in Pets

Digestive health holds a significant share in the pet postbiotic supplements market due to its direct impact on overall pet wellness. Many pets, especially dogs and cats, frequently suffer from gastrointestinal issues such as diarrhea, constipation, and vomiting. According to a study published in the National Library of Medicine, research from the Veterinary Teaching Hospital of IPB University in Indonesia found gastrointestinal helminth infections in 61.11% of dogs and 53.80% of cats, with hookworms and Toxocara species being the most prevalent.

Postbiotics help maintain gut flora balance, improve nutrient absorption, and strengthen the immune system. Pet owners are increasingly aware of the gut-health connection and prefer postbiotic products for preventive and therapeutic benefits. Veterinarians also recommend postbiotics for managing chronic digestive problems. With the rising demand for natural, safe, and effective solutions, digestive health-focused supplements dominate new product launches.

Geographical Penetration

High Pet Ownership and Growing Pet Health Industry Drive North America's Market Share

North America holds a significant share of the pet postbiotic supplements market due to the region's high pet ownership rates and growing awareness of pet health and wellness. According to the 2023-2024 National Pet Owners Survey by APPA, about 66% of US households-around 86.9 million families-own a pet. Pet owners in the US and Canada are increasingly seeking advanced nutritional solutions, including postbiotics, to support gut health and immunity in their pets.

Additionally, North America's well-established pet food and supplement industry offers a robust distribution network. Premiumization trends and the humanization of pets are encouraging owners to invest in innovative, science-backed supplements. Regulatory support and frequent product launches by leading brands also contribute to market growth.

Sustainability Analysis

The sustainability of the pet postbiotic supplement market is driven by growing awareness of pet health and the shift toward natural, science-backed ingredients. Postbiotics, being stable and shelf-friendly, reduce waste and energy use during storage and transportation compared to probiotics. Many brands are adopting eco-friendly packaging and sourcing practices to appeal to environmentally conscious consumers. The market aligns with the trend toward clean-label and functional pet nutrition, promoting long-term wellness.

In March 2024, Colorado-based Pet Releaf launched its first non-hemp supplement line, Pet Releaf Naturals, marking a sustainable shift in pet wellness. The new offerings include a postbiotic for dogs and cats of all ages and a fish-free Omega-3, made with plant-based, responsibly sourced ingredients.

Competitive Landscape

The major global players in the market include Fera Pets, BioDose, Pet Releaf, PetCultures, Azestfor, Activ Dog Health, Feelwells, Sirius Pet Biologics Pte Ltd., NutriPaw, ADM Protexin Limited and others.

Key Developments

• In February 2025, Pet Honesty, a pet supplement brand, launched a new Dental Powder for cats, offering a convenient, brush-free solution for feline oral health. The supplement uses postbiotics to support a healthy oral microbiome, kelp to reduce plaque and tartar naturally, and a Fresh Breath Blend of parsley and decaffeinated green tea.
• In January 2025, Spirited Paw, a brand by Standard Process, launched Probiotic + Gut Health, a cutting-edge supplement for cats and dogs. Formulated with a blend of prebiotics, probiotics, and postbiotics, it supports digestive and immune health while promoting a balanced microbiome.

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Target Audience 2024

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