Pet Supplements in the US, 10th Edition

Description

Market Overview The pet supplement market in the United States has experienced significant growth, with sales surpassing $2.7 billion. The pet supplement market is dominated by products for dogs, which account for 77% of sales, followed by cats at 21%. Growth in the market is driven by the increasing focus on pet health and wellness, with supplements addressing conditions such as mobility, skin and coat health, and anxiety. The rise in pet obesity and aging pets has further fueled the demand for health supplements. This comprehensive report by Packaged Facts provides an in-depth analysis of the market dynamics, consumer trends, retail and marketing trends, and regulatory landscape shaping the industry.

Consumer Trends Pet owners are increasingly treating their pets as family members, leading to a higher willingness to invest in their health. There is a notable overlap between human and pet supplement use, with many pet owners seeking similar health benefits for their pets. In particular there will be continued interest in CBD supplements for pets, although regulatory approval is still pending.

Retail and Marketing Trends The retail landscape for pet supplements is evolving, with online sales outpacing traditional brick-and-mortar channels. Major online platforms like Amazon and Chewy are leading the market, offering a wide range of products. In-store purchases are still significant, particularly in pet specialty stores and farm & feed stores, which provide a diverse selection of supplements.

Regulatory Landscape The regulation of pet supplements is overseen by the FDA and AAFCO, with a focus on ensuring product safety and efficacy. The National Animal Supplement Council (NASC) plays a crucial role in setting industry standards. The report also discusses the ongoing efforts to regulate CBD supplements for pets, including safety studies and the need for FDA approval.

Market Outlook The pet supplement market is poised for continued growth, driven by the increasing awareness of pet health and wellness. The report projects a shift towards more specialized products, including life-stage specific supplements, especially those focused on senior pets, as well as veterinary formulations and supplements focusing on overall health and wellness.

Product Code: LA19162413

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

THE MARKET
Scope of Report
Report Methodology
Market Size and Composition
Market Outlook
Pet Supplement Regulation
Regulating CBD
Market Projection
MARKETER AND RETAIL TRENDS
Competitive Overview
Retail Trends
MARKETING AND NEW PRODUCT TRENDS
Wellness-Focused Supplements to the Fore
Probiotics Linked to More Than Digestive Support
Supplements Target Longevity
Lifestage-Specific Supplements
Joint Health Supplements
Omegas and Fish Oil Supplements
Allergy/Skin & Coat Supplements
Calming Aids and Anxiety Support Supplements
Veterinary Formulations
Natural Supplements
CBD Offers More than Just Anxiety Treatment
Alternative Formats
Cat Supplements Offer More Than Hairball Relief
Laying the Groundwork for Obesity Supplement
CONSUMER TRENDS
Overview of Pet Supplement Purchasing
Consumer Purchasing, Buying Habits, and Attitudes
Demographic Trends
OPPORTUNITIES
Opportunity 1: Overall Health and Wellness a Prime Motivator
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Opportunity 2: Condition-Specific Supplements Retain Appeal
Opportunity 3: Probiotic/Immune Products Benefit from Wellness Link
Opportunity 4: Senior Pets Have Specific Health Needs
Opportunity 5: Omnichannel Marketing
Opportunity 6: Getting More Veterinarians on Board
Opportunity 7: Science-Based Supplements

CHAPTER 2: THE MARKET

CHAPTER HIGHLIGHTS
INTRODUCTION
Scope of Report
Report Methodology
MARKET SIZE AND COMPOSITION
Pet Supplement Sales Top $2.7 Billion
Table 2-1. US Retail Sales Pet Supplements, 2018 - 2024P (millions of dollars and percent)
Pet Supplement Sales by Channel
Figure 2-1. Pet Supplement Sales Share by Channel, 2023 (millions of dollars)
Retail Sector vs. Vet Sector Growth
Table 2-2. US Retail Sales of Pet Supplements, Vet Sector vs. Retail Sector, 2018 - 2023 (million
dollars and percent)
Products for Dogs Dominate Pet Supplement Sales
Figure 2-2. Pet Supplement Sales Share by Animal Type, 2023 (millions of dollars)
MARKET OUTLOOK
Pet Supplements' Health and Wellness Role Drives Sales Growth
Figure 2-3. Agreement with Selected Statements Related to Pet Health Concerns: Dog vs. Cat Owners,
2024 (percent)
Pet Obesity and Aging Pets Contribute to Health Concerns
Figure 2-4. Share of Dog/Cat-Owning Households With Senior Pets Age 7+, 2015 - 2024 (percent)
Pets' Impact on Human Health
Figure 2-5. Percentage Strongly or Somewhat Agreeing with Statement: "My pets are important to
my mental health": Dog vs. Cat Owners, 2024 (percent)
Figure 2-6. Percentage Strongly or Somewhat Agreeing with Statement: "My pets are important to
my physical health": Dog vs. Cat Owners, 2024 (percent)
Pet Supplements Compete with Pet Food on Health and Wellness
Figure 2-7. Products Considered Most Important for Pet Health and Wellness: Dog vs. Cat Owners,
2024 (percent)
Figure 2-8. Attitudes Toward Pet Food and Health, 2024 (percent of pet owners)
Mobility, Skin/Coat Health Top Conditions Treated by Supplements

Table 2-3. Condition-Specific Pet Supplements, Pet Food, and Pet Treat Purchase Rates, Past

Months, 2024 (percent of pet supplement, pet food, and pet treat purchasers)
Economy's Impact on Pet Owner Spending Mindset
Pet Owners Feeling the Economic Pressure
Figure 2-9. Level of Concern About Rising Prices in Consumer Categories, 2024 (percent of pet
owners)
Impact on Pet Supplements Spending
Figure 2-10. Reduction in Spending on "Extras", 2024 (percent of pet owners)
Table 2-4. Changes in Levels of Pet Care Spending in Last 12 Months, 2021, 2022, 2023, Early 2024,
and Mid-2024 (percent of pet care customers with 2+ years as pet owners)
Figure 2-11. Spending Changes on Pet Supplements in Past 12 Months, 2024 (percent of pet
supplement purchasers)
Figure 2-12. Level of Agreement with the Statement, "I am actively seeking discounts/promotions for
pet vitamins/supplements more than I used to", 2024 (percent of pet supplement purchasers)
Pets Central to Home Life
Figure 2-13. Agreement with Pets as Family Sentiments, 2024 (percent of pet owners)
Pets and Owners Physically Close
Figure 2-14. Where Pets Are Typically Kept, 2023 (percent of dog and cat owners)
Pet Owner Interest in CBD Supplements Levels Off
Pet CBD Sales at $200 Million
Table 2-5. US Retail Sales of Pet CBD Products, 2018 - 2024 and 2028 (million dollars and percent)
Figure 2-15. Level of Agreement with the Statement, "I am buying pet CBD/cannabis products less
than I used to", 2024 (percent of pet supplement purchasers)
CBD Pet Supplements Still Awaiting FDA/AAFCO Approval
Veterinarians Have Potential to Impact Supplement Purchasers
Knowledge Gap a Prime Opportunity
Figure 2-16. Level of Agreement with the Statement, "I rely on my veterinarian for advice on pet
vitamins/supplements", 2024 (percent of pet supplement purchasers)
Figure 2-17. Pet Owner Knowledge of Pet Supplements, February 2023 (percent of pet supplement
purchasers)
Sources of Pet Care Information Vary by Generation
Table 2-6. Top Sources of Information for Pet Care, by Generation, 2024 (percent and index of pet
owners)
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
iv
NASC Completes CBD Safety Study
The AVMA Position on CBD
MARKET PROJECTION
Table 2-7 Projected Retail Sales of Pet Supplements, 2023-2028P (million dollars and percent)

CHAPTER 3: MARKETER AND RETAIL TRENDS

CHAPTER HIGHLIGHTS
COMPETITIVE OVERVIEW
Marketers Rely on Product Positioning to Differentiate Supplements
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, 2024 (percent of pet supplement
purchasers)
Mergers, Acquisitions, and Investments
Better Choice Acquires Aimia Pet Healthco
Pet MD Brands (Swedencare) Acquires Riley's
Gryphon Investors Acquires Vetnique
Pet Supplements Market Expansion and Accolades
Illustration 3-1. VetriScience Rebrand SUPERZOO Display
Illustration 3-2. Advantage Pet Protect Supplements SUPERZOO 2024 Display
Illustration 3-3. Pet Releaf Rituals Omega 3 Supplement
Illustration 3-4. Smart Cups Technology
Five 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, 2024 (percent of pet
supplement purchasers)
Top Online Marketers and Brands

Illustration 3-5. Amazon Top Sellers in Dog Supplements & Vitamins, August
Illustration 3-6. Amazon Top Sellers in Cat Supplements & Vitamins, August

Illustration 3-7. Chewy Vibeful Banner Ad
Illustration 3-8. Purina FortiFlora Information Video Still

Illustration 3-9. PetSmart.com Top-Selling Dog Vitamins and Supplements, August
Illustration 3-10. PetSmart.com Top-Selling Cat Vitamins and Supplements, August

Illustration 3-11. Petco.com Dog Supplement Offerings
Illustration 3-12. Petco.com Cat Supplement Offerings
Illustration 3-13. Walmart's Pure Balance Dog and Cat Supplements
Pet Supplement Merchandising in Pet Specialty Retailers
PetSmart Site Visit
Illustration 3-14. Dog Supplement Selection at PetSmart Store
Illustration 3-15. Cat Supplement Products in PetSmart Store
Petco Site Visit
Illustration 3-16. Dog Supplement Selection at Petco Store
Illustration 3-17. Cat Supplement Products in Petco Store
Smaller Chains and Independent Pet Stores
Illustration 3-18. Dog Supplement Section in Pet Superstore
Illustration 3-19. Cat Supplement Section in Pet Superstore
Illustration 3-20. Dog Supplement Section in Hollywood Feed
Illustration 3-21. Cat Supplement Section in Hollywood Feed
Mass-Market and Farm & Feed Channels
Walmart and Target
Illustration 3-22. Pet Supplement Section in Walmart
Illustration 3-23. Target Dog Supplement Selection
Illustration 3-24. Target Cat Supplement Selection
Illustration 3-25. Target Pet Honesty Supplement End Cap
Farm & Feed Stores
Illustration 3-26. Tractor Supply Co. Dog Supplement Selection
Illustration 3-27. Tractor Supply Co. Cat Supplement Selection

CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS

CHAPTER HIGHLIGHTS
MARKETING AND NEW PRODUCT TRENDS
Wellness-Focused Supplements to the Fore
Illustration 4-1. Wellness Multi-Benefit Dog Supplement
Illustration 4-2. Honest Paws Well Multivitamin Soft Chews
Illustration 4-3. Vetericyn ALL-IN 1 Multifunctional Dog Supplements
Illustration 4-4. Purina Pro Plan Multi Care Veterinary Supplement
Breed-Specific Supplements Offer Targeted Support
Illustration 4-5. NaturVet Breed Specific Pet Supplements
"Lifestyle" Supplement Line Illustrates Wellness Trend
Illustration 4-6. Petbeing Supplements for Dogs and Cats
Probiotics Linked to More Than Digestive Support

Illustration 4-7. PetAg Bene-Bac

Illustration 4-8. Fera Pets Postbiotics Plus Microbiome Support
Supplements Target Longevity
Illustration 4-9. Arterra Pet The Daily Dog Supplement Web Site
Illustration 4-10. Zesty Paws Health Aging NAD+ Precursor
Illustration 4-12. Renue by Science PET NMN Longevity Chews
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Lifestage-Specific Supplements
Sidebar: Milk Replacers
Table 4-1. Purchase Rates of Milk Replacers, Past 12 Months, by Age of Pet, 2024 (percent of dog and
cat owners)
Joint Health Supplements

Illustration 4-13. VetriScience HMB Health Muscle & Strength Display at SUPERZOO

Illustration 4-14. Chew + Heal Advanced Mobility Support
Omegas and Fish Oil Supplements

Illustration 4-15. Grizzly Omega Supplements Display at SUPERZOO

Illustration 4-16. Wagwell Pet Omega Supplements
Allergy/Skin & Coat Supplements
Illustration 4-17. Better Wild Allergy Relief
Illustration 4-18. Pawfy Allergy & Immune and Skin & Coat Supplements
Illustration 4-19. NutriSource AmpliFull Skin & Coat Soft Chews
Illustration 4-20. Happy Scratch Pet Supplement
Calming Aids and Anxiety Support Supplements
Illustration 4-21. Under the Weather PB & Chill Supplement SUPERZOO 2024 Display
Illustration 4-22. NaturVet Quiet Moments Scoopables SUPERZOO 2024 Display
Veterinary Formulations
Illustration 4-23. Veterinary Naturals Website
Illustration 4-24. Thorne Vet Website
Illustration 4-25. Standard Process Website
Illustration 4-26. Veterinary Formula New Pet Supplement Lineup
Natural Supplements
Illustration 4-27. Natural Dog Company Whole Food Granules
Illustration 4-28. Wholistic Pet Organics
Illustration 4-29. MicrocynAH PhD Supplements SUPERZOO 2024 Display
Mushroom-Based Supplements Lean on Natural Positioning
Illustration 4-30. inClover Daily Multi SUPERZOO 2024 Display
Illustration 4-31. Lix Restore SUPERZOO 2024 Display
CBD Offers More than Just Anxiety Treatment
Illustration 4-32. Earth Buddy CBD Supplements SUPERZOO 2024 Display
Illustration 4-33. True Tails Hemp-Infused Supplements SUPERZOO 2024 Display
Illustration 4-34. Pet Releaf Rituals SUPERZOO 2024 Display
Alternative Formats
Illustration 4-35. KittyRade and DoggyRade Prebiotic Drink SUPERZOO 2024 Display
Illustration 4-36. Kradle Wellness Licks
Illustration 4-37. NutriSource AmpliFull Gummies for Dogs
Illustration 4-38. Woof Pupsicle Supplement Chews
Cat Supplements Offer More Than Hairball Relief
Illustration 4-39. Pet Honesty Cat Supplements
Illustration 4-40. VetriScience Cat Supplements SUPERZOO 2024 Display
Illustration 4-41. Under the Weather Cat Supplements SUPERZOO 2024 Display
Illustration 4-42. PetIQ Rocco & Roxie Supply Cat Supplements SUPERZOO 2024 Display
Laying the Groundwork for Obesity Supplement
Reptiles
Illustration 4-43. Zoo Med Repti Calcium Supplements
Illustration 4-44. Rep-Cal Supplements
Illustration 4-45. Repashy Supplements
Illustration 4-46. Zilla Reptile Calcium Supplement and Vitamin Supplement
Small Mammals
Illustration 4-47. Oxbow Animal Health Condition-Specific Supplements
Illustration 4-48. Marshall Pet Products Ferret Supplements
Illustration 4-48. Brytin Therabiotic Probiotic and Vitamin C Supplements
Illustration 4-50. Exotic Nutrition Supplements
Birds
Illustration 4-51. Kaytee Bird Supplements
Illustration 4-52. The Missing Link Avian Supplement

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, 2024 (percent of pet product purchasers)
Generational Differences in Pet Supplement Usage
Figure 5-2. Pet Supplement Users, Past 12 Months, by Generation, 2024 (index of pet product
purchasers)
Owners of Older Dogs and Cats Most Likely to Purchase Supplements
Figure 5-3. Pet Supplement Purchasers, Past 12 Months, by Age of Pet, 2024 (index of pet product
purchasers)
Human Supplement and Pet Supplement Use Overlap
Figure 5-4. Pet Supplement Purchase Patterns, Past 12 Months, 2024 (percent of pet product
purchasers)
Figure 5-5. CBD Pet Supplement Purchase Patterns, Past 12 Months, 2024 (percent of pet product
purchasers)
Why Pet Owners Don't Give Their Pets Vitamins/Supplements
Figure 5-6. Reasons Why Pet Owners Do Not Give Pet Vitamins/Supplements, 2024 (percent of pet
owners who do not give their pets vitamins/supplements)
Most Supplement Purchasers Are Confident in Product Quality
Figure 5-7. Level of Agreement with the Statement, "I am confident in the product quality of the
vitamins/supplements I give my pets", 2024 (percent of pet supplement purchasers)
Figure 5-8. Level of Agreement with the Statement, "I prefer to buy pet vitamins/supplements that
are made in the US", 2024 (percent of pet supplement purchasers)
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Figure 5-9. Level of Agreement with the Statement, "I seek out natural/organic vitamins/supplements
for my pets", 2024 (percent of pet supplement purchasers)
Factors Influencing Pet Supplement Purchases
Figure 5-10. Influences on Pet Supplement Purchases, 2024 (percent of pet supplement purchasers)
Use of the Internet for Pet Supplements
Table 5-1. Use of the Internet for Pet Supplements, by Generation, 2024 (percent of pet owners)
Pet Supplement Formats
Figure 5-11. Pet Supplement Formats Purchased, Past 12 Months, 2024 (percent of pet supplement
purchasers)
Monthly Spending on Pet Supplements
Figure 5-12. Amount Spend Each Month on Pet Supplements, 2024 (percent of pet supplement
purchasers)
Condition-Specific Pet Supplements
Figure 5-13. Conditions for Which Supplements Are Currently Used, 2024 (percent of current pet
supplement users)
Amazon Top Website for Online Pet Supplement Purchases
Figure 5-14. Top Websites for Online Purchases of Pet Supplements, Past 12 Months, 2024 (percent
of online pet supplement purchasers)
Pet Specialty Top Destination for In-Store Pet Supplement Purchases

Figure 5-15. Retail Channels for In-Store Purchases of Pet Supplements, Past 12 Months,

(percent of in-store pet supplement purchasers)
DEMOGRAPHIC TRENDS
Gen Z, Urban Dwellers Skew High for Pet Supplement Use
Table 5-2. Demographic Indices for Pet Supplement Purchasing, 2024 (index of pet supplement
purchasers)