Pet Supplements in the US, 9th Edition

TABLE OF CONTENTS

CHAPTER 1: EXECUTIVE SUMMARY

• INTRODUCTION
  • Scope of Report
    • Report Methodology

• THE MARKET
  • Market Size and Composition
    • Pet Supplement Sales Surpass $1 Billion
    • Pet Supplement Sales by Channel
    • Products for Dogs Dominate Pet Supplement Sales
  • Market Outlook
    • Price Inflation Top-of-Mind Concern
      • Figure 1-1. Spending Changes on Pet Supplements Since 2021, November 2022 (percent of pet supplement purchasers)
    • Supply Chain Woes Persist
    • Human Supplement and Pet Supplement Use Overlap
    • Focus on Health and Wellness
    • Pet Supplements Compete with Pet Food on Health and Wellness
    • Pets Central to Home Life
    • Pets and Owners Physically Closer than Ever
    • Pet Owner Interest in CBD Supplements Persists
    • Veterinarians Harbor Enormous Market Clout
  • Pet Supplement Regulation
    • FDA and AAFCO Monitor Pet Supplements
    • National Animal Supplement Council
    • The AVMA and Pet Supplements
    • Regulating CBD
  • Market Projection

• MARKETER AND RETAIL TRENDS
  • Competitive Overview
    • Standing Out in the Growing Crowd
    • Pet Supplement Channel Lines in the Omnimarket Era
    • Pet Owner Brand Preference
    • Mergers, Acquisitions, and Investments
    • Four Pet Supplement Marketers Make Inc. 5000 Fastest Growing Businesses List
  • Retail Trends
    • Internet Ahead of Brick-and-Mortar Use in Pet Supplement Purchasing
    • Top Online Marketers and Brands
    • Pet Supplement Merchandising in Pet Specialty Retailers

• MARKETING AND NEW PRODUCT TRENDS
  • Condition-Specific Formulas Front and Center
  • Veterinary Formulas Add Scientific Weight
  • Natural Supplements
  • Calming Aids and Anxiety Support Supplements
  • CBD Offers More than Just Anxiety Treatment
  • Joint Health Supplements
  • Condition-Specific Lines Cover All the Bases
  • Omegas and Fish Oil Supplements
  • Immunity-Related Supplements Get COVID Boost
  • Probiotics Linked to Digestive Support and Immunity
  • Allergy/Skin & Coat Supplements
  • Alternative Formats
  • Lifestage-Specific Supplements
  • Cat Supplements Offer More Than Hairball Relief
  • Supplements for Other Pets

• CONSUMER TRENDS
  • Consumer Purchasing, Buying Habits, and Attitudes
    • Dog Owners More Likely to Purchase Supplements
    • Most Supplement Purchasers Are Confident in Product Quality
    • Factors Influencing Pet Supplement Purchases
    • Pet Supplement Formats
    • Condition-Specific Pet Supplements
    • Internet Ahead of Brick-and-Mortar Shopping in Pet Supplement Purchasing
    • Use of Special Offers and Promotions
  • Demographic Trends
    • Homes with Children and Urban Dwellers Skew High for Pet Supplement Use
    • Gen Z, Households with Young Children Skew High for Pet CBD Supplement Purchases

• OPPORTUNITIES
  • Challenge: Rising Prices, Economic Pressures
  • Opportunity 1: Health and Wellness
  • Opportunity 2: Condition-Specific and Customized Supplements
  • Opportunity 3: Researching CBD
  • Opportunity 4: Calming, Immune Products Benefit from Pandemic-Heightened Anxiety
  • Opportunity 5: Senior Pets
  • Opportunity 6: Omnichannel Marketing
  • Opportunity 7: Getting More Veterinarians on Board
  • Opportunity 8: Science-Based Supplements

CHAPTER 2: THE MARKET

• CHAPTER HIGHLIGHTS

• INTRODUCTION
  • Scope of Report
  • Report Methodology

• MARKET SIZE AND COMPOSITION
  • Pet Supplement Sales Surpass $1 Billion
    • Table 2-1. U.S. Retail Sales Pet Supplements, 2017-2022 (million dollars and percent)
  • Pet Supplement Sales by Channel
    • Figure 2-1. Pet Supplement Sales Share by Channel, 2022 (million dollars)
  • Retail Sector vs. Vet Sector Growth
    • Table 2-2. U.S. Retail Sales of Pet Supplements, Vet Sector vs. Retail Sector 2018-2022 (million dollars and percent)
  • Products for Dogs Dominate Pet Supplement Sales
    • Figure 2-2. Pet Supplement Sales Share by Animal Type, 2022 (million dollars)

• MARKET OUTLOOK
  • Price Inflation Top-of-Mind Concern
    • Figure 2-3. Price Inflation for Pets and Pet Products, 2003-2022 (percent)
    • Figure 2-4. Level of Concern About Rising Prices in Consumer Categories, November 2022 (percent of pet owners)
    • Figure 2-5. Household Expenses Pet Owners Cut Back on in Past 12 Months, August 2022 (percent of pet owners)
    • Table 2-3. Spending Changes From January 2022 to August 2022, 2022 (percent of pet owners)
    • Figure 2-6. Pet Care Expenses Pet Owners Cut Back on Due to Inflation, November 2022 (percent of pet owners)
    • Figure 2-7. Spending Changes on Pet Supplements Since 2021, November 2022 (percent of pet supplement purchasers)
    • Figure 2-8. Level of Agreement with the Statement, "I am actively seeking discounts/promotions for pet vitamins/supplements more than I used to", November 2022 (percent of pet supplement purchasers)
  • Supply Chain Woes Persist
  • Human Supplement and Pet Supplement Use Overlap
    • Figure 2-9. Pet Supplement Purchasers, Past 12 Months, November 2022 (percent of pet product purchasers)
    • Figure 2-10. CBD Pet Supplement Purchasers, Past 12 Months, November 2022 (percent of dog-only and cat-only owners and CBD supplement users)
  • Focus on Health and Wellness
    • Table 2-4. Level of Agreement with Statement: "My pets are important to my physical/mental health", February 2023 (percent of dog, cat, and other pet owners)
    • Figure 2-11. Level of Agreement with the Statement, "I look for products to improve my pet's health and wellness", February 2023 (percent of pet owners)
    • Figure 2-12. Pet Owner Concerns about Pet Health and Wellness due to COVID-19, February 2023 (percent of pet owners)
    • Figure 2-13. Share of Pet Owners Who Began Purchasing Supplements Due to COVID-19 by Type, November 2022 (percent of pet supplement purchasers)
  • Pet Obesity and Aging Pets Contribute to Health Concerns
    • Figure 2-14. Share of Pet Owners with Special Needs or Overweight Pets, February 2023 (percent of dog and cat owners)
    • Table 2-5. Percent of Dog- and Cat-Owning Households With Senior Dogs/Cats Age 7+, 2017-2022 (percent)
    • Figure 2-15. Share of Pet Owners with Senior Pets, February 2023 (percent of dog and cat owners)
  • Pet Supplements Compete with Pet Food on Health and Wellness
    • Figure 2-16. Most Important Health Product for Pets, February 2023 (percent of pet owners)
    • Figure 2-17. Attitudes Toward Pet Food and Health, November 2022 (percent of pet owners)
  • Digestive, and Skin/Coat Health Top Conditions Treated by Foods, Treats
    • Table 2-6. Condition-Specific Pet Supplements, Pet Food, and Pet Treat Purchase Rates, Past 12 Months, November 2022 (percent of pet supplement purchasers)
  • Pets Central to Home Life
    • Figure 2-18. Level of Agreement with Statement: "I consider my dogs/cats/other pets to be part of the family", February 2023 (percent of pet owners)
    • Figure 2-19. Level of Agreement with the Statement, "My pets are central to my home life", February 2023 (percent of pet owners)
  • Pets and Owners Physically Closer than Ever
    • Figure 2-20. Where Pets Are Typically Kept, February 2023 (percent of dog and cat owners)
    • Figure 2-21. Where Pet Owners Feed Their Pets, February 2023 (percent of dog and cat owners)
  • Pet Owner Interest in CBD Supplements Persists
  • Pet CBD Sales Near $100 Million
    • Table 2-7. U.S. Retail Sales of Pet CBD Products, 2018-2027 (million dollars and percent)
    • Figure 2-22. Level of Agreement with the Statement, "I am buying pet CBD/cannabis products less than I used to", November 2022 (percent of pet CBD supplement purchasers)
  • Consumer Education a Must in CBD Pet Supplement Market
  • CBD Pet Supplements Still Awaiting FDA/AAFCO Approval
  • Veterinarians Harbor Enormous Market Clout
    • Knowledge Gap a Prime Opportunity
      • Figure 2-23. Level of Agreement with the Statement, "I rely on my veterinarian for advice on pet vitamins/supplements", November 2022 (percent of pet supplement purchasers)
      • Figure 2-24. Pet Owner Knowledge of Pet Supplements, February 2023 (percent of pet supplement purchasers)

• PET SUPPLEMENT REGULATION
  • FDA and AAFCO Monitor Pet Supplements
    • FSMA and Pet Supplements
  • National Animal Supplement Council
    • Product Labeling and Claims
    • Scientific Advisory Committee
  • Adverse Event Reporting
    • Additional NASC Membership Requirements
  • The AVMA and Pet Supplements
  • Regulating CBD
    • FDA Explores Regulation, Issues Warnings
    • Regulating CBD Use in Pets
    • The AVMA Position on CBD

• MARKET PROJECTION
  • Table 2-8. Projected Retail Sales of Pet Supplements, 2022-2027 (million dollars and percent)

CHAPTER 3: MARKETER AND RETAIL TRENDS

• CHAPTER HIGHLIGHTS

• COMPETITIVE OVERVIEW
  • Standing Out in the Growing Crowd
  • 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, November 2022 (percent of pet supplement purchasers)
  • Mergers, Acquisitions, and Investments
    • Encompass Pet Group Acquires WildPaw
    • Antelope Acquires Ark Naturals
    • Antelope Acquires Diggin' Your Dog and Super Snouts
    • Swedencare Acquires NaturVet
    • Manna Pro Acquires Oxbow Animal Health
    • ADM Acquires Controlling Stake in P4
    • Manna Pro Acquires Dinovite
    • Kinderhook Acquires Primal Pet Foods
    • H&H Group International Holdings Acquires Zesty Paws
    • Cargill Invests in AnimalBiome
    • Vestar Capital Partners Acquires PetHonesty
    • Wind Point Partners Acquires FoodScience Corp.
    • Whitebridge Acquires Grizzly Pet Products
  • Pet Supplements Market Expansion and Accolades
    • Mars Petcare Dips Its Toe in Supplement Market Waters
      • Illustration 3-1. Greenies Supplements
    • Central Garden & Pet Announces New Pet Wellness Brand
      • Illustration 3-2. GoodGood Supplements
    • Chewy Launches Private-Label Supplements Line
      • Illustration 3-3. Chewy VIBEFUL Supplements Website Banner Ad
    • Manna Pro Rebrands as Compana Pet Brands
      • Illustration 3-4. New Compana Logo and Tagline
    • Bausch + Lomb Introduces Pet Supplement Line
    • FreshCap Expands Into Pet Supplements Market
    • Ziggy Marley's Apawthecary Announces Merger with One Farm
    • Pet Releaf Launches Functional Line, Invests in Sustainability
    • Zesty Paws Expands into Walmart
    • Target Launches Pet Nutrition Brand
      • Illustration 3-5. Target Kindfull Dog Supplements
    • Primal Pet Foods Introduces Pet Supplement Line
    • Holistic Hound Earns NASC Certification
    • Vetio Animal Health Opens New Manufacturing Facility
  • Four Pet Supplement Marketers Make Inc. 5000 Fastest Growing Businesses List

• 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, November 2022 (percent of pet supplement purchasers)
  • Pet Supplement Purchaser Shopper Loyalty
    • Figure 3-3. Pet Supplement Shopper Loyalty, February 2023 (percent of pet supplement purchasers)
  • Top Online Marketers and Brands
    • Illustration 3-6. Amazon Top Sellers in Dog Supplements & Vitamins
    • Illustration 3-7. Amazon Top Sellers in Cat Supplements & Vitamins
    • Illustration 3-8. PetSmart.com Top-Selling Dog Vitamins and Supplements
    • Illustration 3-9. PetSmart.com Top-Selling Cat Vitamins and Supplements
    • Illustration 3-10. Petco.com Dog Supplement Offerings
    • Illustration 3-11. Petco.com Cat Supplement Offerings
    • Illustration 3-12. Chewy Cosequin Banner Ad
    • Illustration 3-13. Chewy Cross-Promotion in the Pet Supplements Category
    • Illustration 3-14. Walmart.com Dog Supplements Available for Pickup
  • Pet Supplement Merchandising in Pet Specialty Retailers
    • Petco Site Visit
      • Illustration 3-15. Pet Supplement Selection at Petco Store
      • Illustration 3-16. Grouping of Calming Products in Petco Store
    • PetSmart
      • Illustration 3-17. Dog Supplement Section in PetSmart Store
      • Illustration 3-18. Cat Supplement Section in PetSmart Store
    • Independent Pet Stores
      • Illustration 3-19. Dog Supplement Section in Independent Pet Store
  • Mass-Market and Farm & Feed Channels
    • Walmart and Target
      • Illustration 3-20. Walmart Dog Supplement Selection
      • Illustration 3-21. Walmart Cat Supplement Selection
      • Illustration 3-22. Target Supplement Selection
    • Farm & Feed Stores
      • Illustration 3-23. Tractor Supply Co. Dog Supplement Selection
      • Illustration 3-24. Tractor Supply Co. Cat Supplement Selection

CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS

• CHAPTER HIGHLIGHTS

• MARKETING AND NEW PRODUCT TRENDS
  • Condition-Specific Formulas Front and Center
    • Figure 4-1. Top Health and Wellness Concerns for Which Pet Supplements Are Purchased, November 2022 (percent of pet supplement purchasers)
  • Veterinary Formulas Add Scientific Weight
    • Illustration 4-1. Zesty Paws Vet Strength Line
    • Illustration 4-2. VetriScience Pro Line
    • Illustration 4-3. Fera Pet Organics Webpage
  • Natural Supplements
    • Illustration 4-4. Evolutions Pet Supplements from NaturVet
    • Illustration 4-5. Vital Pet Life Mobility Supplement
    • Illustration 4-6. Open Farm Supplements
  • Calming Aids and Anxiety Support Supplements
    • Illustration 4-7. PetAlive Webpage Banner
    • Illustration 4-8. Brave Paws Daily Anxiety & Stress Support
    • Illustration 4-9. Only Natural Pet Just Relax
    • Illustration 4-10. Nutri-Vet Pet-Ease
  • CBD Offers More than Just Anxiety Treatment
    • Illustration 4-11. Primal Pet Foods
    • Illustration 4-12. VetCBD CBD Supplement Drops
    • Illustration 4-13. Waggin Water CBD Water
    • Illustration 4-14. Charlotte's Web Condition-Specific CBD Supplements
    • Illustration 4-15. Canopy Pet CBD Drops and Chews
    • Illustration 4-16. Ziggy Marley Apawthecary Romeo's Relief Cream
    • Illustration 4-17. Pet Releaf Sentesa
    • Illustration 4-18. Super Snouts Chews + Daily
    • Illustration 4-19. PetFX CannaLove Supplements
  • Joint Health Supplements
    • Illustration 4-20. Dasuquin Joint Health Supplement Webpage Banner
  • Condition-Specific Lines Cover All the Bases
    • Illustration 4-21. Nulo Pet Supplements Line
    • Illustration 4-22. Bocce's Bakery Supplements Line
  • Omegas and Fish Oil Supplements
    • Illustration 4-23. Coromega Pet Packets
    • Illustration 4-24. Grizzly Algal Plus
    • Illustration 4-25. Wysong E.F.A. Supplement
  • Immunity-Related Supplements Get COVID Boost
    • Illustration 4-26. Happy Go Healthy Immune Supplements
    • Illustration 4-27. King Kanine Green Immune Joint & Coat
    • Illustration 4-28. Because, Animals Immune Supplements
    • Illustration 4-29. NOW Pets Immune Support Supplement
  • Probiotics Linked to Digestive Support and Immunity
    • Illustration 4-30. NutraMax Proviable Digestive Health Supplements
    • Illustration 4-31. NutraMax Proviable Digestive Health Supplements
    • Illustration 4-32. DoggyBiome Digestive Health Supplements
    • Illustration 4-33. Honest Paws Well Pre+Probiotics
  • Allergy/Skin & Coat Supplements
    • Illustration 4-34. GoodGood Allergy + Immune Supplement
  • Alternative Formats
    • Illustration 4-35. Waggin Water
    • Illustration 4-36. Waggin Water
    • Illustration 4-37. Dog Almighty Elixirs
    • Illustration 4-38. Primal Pet Foods Elixirs
  • Lifestage-Specific Supplements
    • Illustration 4-39. Zesty Paws Puppy Bites
    • Illustration 4-40. HAPPYBOND Lifestage Supplements
    • Illustration 4-41. Austin and Kat's Brady's Senior Blend Supplement Powder
  • Sidebar: Milk Replacers
    • Figure 4-2. Milk Replacement Purchase Rates, Past 12 Months, November 2022 (percent of dog/cat owners and percent of new dog and cat owners)
  • Cat Supplements Offer More Than Hairball Relief
    • Illustration 4-42. Tiki Cat Baby Thrive
    • Illustration 4-43. Pet Honesty Cat Supplements
    • Illustration 4-44. ElleVet CBD Feline Paste
    • Illustration 4-45. Treatibles Cat Soft Chewables
  • Supplements for Other Pets
    • Reptiles
      • Illustration 4-46. Zoo Med Reptivite Supplements
      • Illustration 4-47. Rep-Cal Supplements
      • Illustration 4-48. Repashy Supplements
    • Small Mammals
      • Illustration 4-49. Oxbow Animal Health Condition-Specific Supplements
      • Illustration 4-50. Marshall Pet Products ProBiotic Supplement
      • Illustration 4-51. Brytin Therabiotic Probiotic and Vitamin C Supplements
      • Illustration 4-52. Exotic Nutrition Supplements
    • Birds
      • Illustration 4-53. Kaytee Bird Supplements
      • Illustration 4-54. The Missing Link Updated Avian Supplement Packaging

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, November 2022 (percent of pet product purchasers)
  • Most Supplement Purchasers Are Confident in Product Quality
    • Figure 5-2. Level of Agreement with the Statement, "I am confident in the product quality of the vitamins/supplements I give my pets", November 2022 (percent of pet supplement purchasers)
    • Figure 5-3. Level of Agreement with the Statement, "I prefer to buy pet vitamins/supplements that are made in the U.S"., November 2022 (percent of pet supplement purchasers)
    • Figure 5-4. Level of Agreement with the Statement, "I seek out natural/organic vitamins/supplements for my pets", November 2022 (percent of pet supplement purchasers)
  • Factors Influencing Pet Supplement Purchases
    • Figure 5-5. Influences on Pet Supplement Purchases, November 2022 (percent of pet supplement purchasers)
  • Pet Supplement Formats
    • Figure 5-6. Pet Supplement Formats Purchased, Past 12 Months, February 2023 (percent of pet supplement purchasers)
  • Condition-Specific Pet Supplements
    • Figure 5-7. Top Conditions for Which Supplements Are Purchased, Past 12 Months, November 2022 (percent of pet supplement purchasers)
  • Conditions Treated with CBD
    • Figure 5-8. Conditions Treated with Pet CBD Supplements, November 2022 (percent of pet CBD supplement purchasers)
  • Internet Ahead of Brick-and-Mortar Shopping in Pet Supplement Purchasing
    • Figure 5-9. Retail Channels for Purchasing Pet Supplements, Past 12 Months, November 2022 (percent of pet supplement purchasers)
  • Pet Owners Choose Home Delivery
    • Figure 5-10. How Online Pet Supplement Purchasers Receive Their Order, Past 12 Months, November 2022 (percent of online pet supplement purchasers)
  • Amazon Top Website for Online Pet Supplement Purchases
    • Figure 5-11. Top Websites for Online Purchases of Pet Supplements, Past 12 Months, November 2022 (percent of online pet supplement purchasers)
  • Pet Specialty Top Destination for In-Store Pet Supplement Purchases
    • Figure 5-12. Retail Channels for In-Store Purchases of Pet Supplements, Past 12 Months, November 2022 (percent of in-store pet supplement purchasers)
  • Use of Special Offers and Promotions
    • Figure 5-13. Use of Special Offers and Promotions in Pet Supplement Purchasing, Past 12 Months, February 2023 (percent of pet supplement purchasers)

• DEMOGRAPHIC TRENDS
  • Homes with Children and Urban Dwellers Skew High for Pet Supplement Use
    • Table 5-1. Demographic Indices for Pet Supplement Purchasing, November 2022 (index of pet supplement purchasers)
  • Gen Z, Households with Young Children Skew High for Pet CBD Supplement Purchases
    • Table 5-2. Demographic Indices for Pet and Human CBD Supplement Purchasing, November 2022 (index of pet CBD supplement purchasers)