Global Pet Dietary Supplements Market Outlook 2035: Rising from USD 3.7 Billion in 2024 to USD 7.4 Billion by 2035 Amid Surging Pet Humanization, Veterinary Endorsements, and Functional Ingredient Innovation

The global pet dietary supplements market reached US$ 3.7 billion in 2024 and is on track to nearly double by 2035, achieving a forecast valuation of US$ 7.4 billion. This growth reflects a CAGR of 6.6% from 2025 to 2035, supported by changing owner preferences, the rise of evidence-backed formulations, and greater accessibility through both online and offline retail systems. North America accounted for 31.7% of global revenue in 2024, while glucosamine supplements led the product landscape with a 21.9% share.

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Market Overview

With more households treating pets as family, the pet dietary supplements industry has evolved from a niche wellness category to a mainstream segment within the global pet care economy. Supplements targeting joint health, digestive health, skin and coat vitality, immunity strengthening, cognitive function, and age-related needs have gained traction across all pet species-especially dogs and cats.

The market is shaped by the rapid expansion of e-commerce, veterinary recommendations, premiumization trends, and the availability of research-backed formulations. Consumer preference has shifted decisively from generic multivitamins to functional ingredients such as glucosamine, chondroitin, MSM, high-purity omega-3s, advanced probiotic strains, and antioxidant complexes. As aging pet populations grow worldwide, supplements play a larger role in mitigating chronic disease symptoms, maintaining mobility, and supporting lifelong wellness.

Large players such as Nestlé Purina, Mars, Elanco, Nutramax Laboratories, and Swedencare are leveraging R&D and veterinary networks to strengthen product trust through clinical validation and quality certifications-key determinants of consumer adoption.

Key Market Growth Drivers

Rising Pet Ownership and Humanization

Over 71% of U.S. households own pets, and pet ownership is surging among Gen-Z and millennials-demographics more inclined toward premium, scientifically formulated supplements. Multi-pet households and higher per-pet spending create consistent repeat-purchase patterns.

Functional Ingredient Innovation
There is increasing demand for supplements with targeted benefits such as:

Enhanced gut health through specialized probiotics
Anti-inflammatory support with omega-3 fatty acids
Mobility improvement via clinical-grade glucosamine and chondroitin
Skin and coat enhancement with DHA-rich formulas

Pet owners seek measurable improvements in pet health, pushing brands toward more advanced formulations backed by standardized ingredients and transparent labeling.

Veterinary Endorsements and Clinical Evidence

Veterinarians increasingly recommend supplement products, particularly for chronic conditions. Veterinary clinics also serve as premium distribution channels for high-efficacy supplement lines.

Emergence of E-Commerce and Subscription Models

Online retailing has revolutionized the pet supplement market. Subscription-based platforms encourage long-term usage and brand loyalty. Leading pet retailers and marketplaces now feature curated wellness categories designed specifically for functional supplements.

Aging Pet Population

With pets living longer, conditions such as osteoarthritis, reduced mobility, digestive sensitivity, and cognitive decline are more common, boosting demand for age-specific supplements.

Analysis of Key Players - Key Player Strategies

Prominent companies such as Affinity Petcare SA (Advance), Elanco, FoodScience LLC (VetriScience), General Mills (Fera Pets), H&H Group (Zesty Paws), Mars, Nestlé Purina, Nordic Naturals, Now Health Group, Nutramax Laboratories, Swedencare AB (NaturVet), Thorne Vet, Virbac, Wellness Pet, and Zoetis compete through a mix of innovation, clinical validation, and strategic distribution expansion.

Key Strategies Include:

R&D investment in clinically tested formulations:
Nutramax and Purina focus heavily on evidence-based ingredients, enhancing credibility among veterinarians.

Diversification through functional lines:
Mars and Zesty Paws offer multi-benefit categories-mobility, gut health, immunity, anxiety relief-meeting diverse owner needs.

Geographical expansion:
Companies like Swedencare and Elanco are entering new markets through acquisitions and partnerships with specialty retailers.

Strong digital presence:
Subscription-based e-commerce sales and D2C channels have become essential for brand scaling.

Veterinarian partnerships:
Clinical endorsements shorten consumer decision cycles and elevate long-term brand trust.

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Market Challenges & Opportunities

Challenges

Regulatory variability: Standards for purity, safety, and labeling differ across countries, complicating international expansion.
Consumer skepticism toward non-certified claims: Owners demand proof of efficacy; products lacking clinical backing often struggle.
Growing competition from nutraceutical-infused foods: Functional diets may reduce standalone supplement usage in some markets.

Opportunities

Personalized formulations and dosage customization: DNA-based and condition-specific supplements will shape future innovation.
Expansion in emerging markets: Asia Pacific and Latin America show rising pet ownership and growing disposable incomes.
Premium soft-chew formats and novel delivery systems: Palatable forms encourage daily adherence among pets.
Microbiome-targeted supplements: Gut health innovations remain one of the fastest-growing categories.

Key Player Strategies

Industry leaders increasingly focus on scientific substantiation, portfolio diversification, and strategic retail partnerships:

Scientific backing:
Companies emphasize ingredient traceability, third-party testing, and veterinary advisory boards.

Product differentiation:
Brands create multi-ingredient blends (e.g., glucosamine + MSM + hyaluronic acid) to command premium pricing.

Retail expansion:
Partnerships with specialty stores, veterinary hospitals, and major pet chains enhance visibility.

Marketing localization:
Brands tailor messaging to region-specific pet owner behaviors, especially in Europe and Asia.

Recent Developments

In September 2025, K9 Natural and Feline Natural expanded their presence in Canada by joining Pet Valu's retail network, allowing the New Zealand-based pet food brands to reach a broader consumer base through the specialty pet retailer's nationwide stores.

In August 2025, Native Pet introduced its Gutwell supplement line for dogs, focusing on gut microbiome health with cold-pressed pellets, targeting digestive, metabolic, oral, skin, and stress support. The products were vet-formulated and expanded retail presence in major pet chains.

In February 2025, Elanco introduced Pet Protect, a veterinarian-formulated supplement line designed for supporting comprehensive pet wellness, thereby expanding its product portfolio that already includes Advantage, according to an official release from the company.

Investment Landscape and ROI Outlook

The pet dietary supplements sector is increasingly attractive to investors due to its:

Recurring revenue model: Supplements require ongoing consumption, ensuring consistent demand.

High-margin product categories: Premium formulations and soft-chew formats command strong pricing power.

Expanding consumer base: Growth in global pet ownership and rising premiumization trends drive predictable long-term returns.

Consolidation opportunities: Mid-sized brands are frequently acquired by large CPG or animal-health companies, accelerating market positioning.

Investors are particularly drawn to companies with:

Strong veterinary networks
Evidence-based product pipelines
E-commerce-forward strategies
International expansion roadmaps

Given the projected US$ 7.4 Bn valuation by 2035, the sector is positioned for robust ROI, especially for brands focusing on clinically validated, condition-specific offerings.

Market Segmentations

The market is segmented across multiple axes-animal type, supplement type, ingredients, form, application, and distribution.

Regional Outlook

North America dominates with 31.7% share, driven by high spending, mature veterinary infrastructure, and strong presence of global brands.

Europe follows, supported by widespread pet adoption and a growing preference for natural, organic supplements.

Asia Pacific is the fastest-growing region, fueled by rising disposable incomes and rapid expansion of urban pet ownership in China, India, Japan, and ASEAN countries.

Latin America and Middle East & Africa display steady growth as retail access and awareness improve.
Why Buy This Report?

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Comprehensive market valuation from 2024 to 2035
In-depth analysis of segment-wise trends and regional dominance
Detailed competitive landscape profiling major players and emerging companies
Verified insights on drivers, restraints, opportunities, and pricing trends
Coverage of regulatory considerations and strategic recommendations
Access to exclusive data on investment potential, ROI projections, and future market direction

Businesses, investors, and product developers gain actionable insights to support strategic planning, product expansion, and market entry.

FAQs

How big was the global pet dietary supplements market in 2024?
The market was valued at US$ 3.7 billion in 2024.

How large will the industry be by 2035?
It is expected to reach US$ 7.4 billion by 2035.

What factors are driving this market?
Key drivers include rising pet ownership, functional ingredient innovations, veterinary endorsements, clean-label demand, and aging-pet demographics.

What is the expected CAGR during 2025-2035?
The industry is projected to grow at a CAGR of 6.6%.

Who are the leading players?
Major companies include Affinity Petcare SA, Elanco, VetriScience, General Mills, Zesty Paws, Mars, Nestlé Purina, Nordic Naturals, Now Health Group, Nutramax, Swedencare AB, Thorne Vet, Virbac, Wellness Pet, and Zoetis.

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