U.S. Pet Supplements Retail Sales Expected to Reach $1.4 Billion by 2027
Overriding concerns about pet health and wellness and the central part pets play in the household prompted pet owners to continue spending on pet supplements throughout 2022, driving the market to just over $1 billion, an 11% increase from 2021 and reflecting an 11% CAGR for 2017-2022. Although inflation accounts for much of this dollar advancement, and the growth rate has halved from 2020 and 2021, it remains well above the 4% and 5% rates seen pre-pandemic. Survey results from November 2022 show that nearly half of pet supplements purchasers spent more on supplements in the previous 12 months than in 2021, a positive sign amidst economic uncertainty. Other factors favoring supplement purchasing include a growing reliance on calming/anxiety supplements, the expanding population of senior pets, and a shift towards science-based and veterinarian-formulated supplements. The market outlook for pet supplements remains solid, with U.S. retail sales expected to reach $1.4 billion by 2027.
This report provides a detailed examination of how these trends are playing out as marketers seek new ways to make supplements an integral part of pets’ wellness routines. Despite the favorable outlook, pet supplement marketers continue to compete with marketers of functional, condition-specific treats and foods as pet owners seek out ways to address their pets’ nutritional needs in convenient and pet-pampering formats. Another long-term battle in the largely mature market is how to remain relevant by identifying and utilizing the latest, on-trend ingredients while assuring consumers of product safety and efficacy, and engendering more support among the veterinary community.
Building on the analyses presented in previous editions of this report, this fully updated ninth edition covers historical and projected retail sales from 2017 through 2027, competitive strategies of key players, and trends in new product development including condition-specific formulations, life-stage-focused products, feline supplements, veterinarian-developed products, and carry-overs from the human supplements market, as well as retail channel trends. The report provides an in-depth examination of the CBD market, following trends in regulation, consumer perceptions, new product development, and marketing. Featuring exclusive data from the analyst's Surveys of Pet Owners, the report details pet supplement purchasing trends as well as attitudes and demographic characteristics of both conventional and CBD pet supplement purchasers.
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)
Companies Mentioned
- ADM
- AnimalBiome
- Antelope
- Ark Naturals
- Bausch + Lomb
- Cargill
- Central Garden & Pet
- Chewy
- Diggin’ Your Dog
- Dinovite
- Encompass Pet Group
- FoodScience Corp.
- FreshCap
- Grizzly Pet Products
- H&H Group International Holdings
- Kinderhook
- Manna Pro
- Mars Petcare
- NaturVet
- Oxbow Animal Health
- P4
- PetHonesty
- Primal Pet Foods
- Super Snouts
- Swedencare
- Vestar Capital Partners
- Whitebridge
- WildPaw
- Wind Point Partners
- Zesty Paws
- Ziggy Mar.
