Market Snapshot

The US pet supplement market was valued at US$ 1,133.1 million in 2024 and is projected to surpass a valuation of US$ 2,014.1 million by 2033 at a CAGR of 6.6% during the forecast period 2025–2033.

The demand shaping the U.S. pet supplement market is built upon a foundation of staggering and deeply personal consumer expenditure. The total pet industry is projected to reach $150.6 billion in 2024, with a significant $39.1 billion allocated to veterinary care and products, which includes supplements. This spending is not confined to a niche group, it is a mainstream behavior across over 114 million U.S. households purchasing pet products. The financial commitment is substantial, with the average value per buyer hitting $782 in 2024, and the average annual cost for a dog owner reaching approximately $1,533. This consistent, high-value spending provides a stable and highly lucrative base, demonstrating to stakeholders that demand is not a fleeting trend but a core component of the modern American family budget.

The powerful demand is being captured through a sophisticated and essential omnichannel strategy. The digital marketplace is a critical battleground for the pet supplement market, with consumers slated to spend $28.5 billion on pet food and supplies online in 2024 alone. This vibrant ecosystem is home to 1,861 online pet supply businesses as of 2024, while platforms like Chewy boast net sales per active customer of $562, showcasing incredible digital loyalty. However, physical retail remains indispensable for brand visibility and accessibility. Leading brand Zesty Paws is now present in over 18,000 stores, and retailers like Pet Supplies Plus are expanding aggressively, planning 50 new stores in 2024. This dual-channel reality signals to industry players that success requires mastering both digital engagement and in-store availability to fully capitalize on consumer purchasing habits.

It has been observed that today’s demand is for targeted, science-backed solutions, a trend that is attracting billions in investment in the US pet supplement market. High-value categories are driving growth, with the joint health supplement segment generating $2.1 billion in 2024, while the calming products market reached $410.3 million. This specificity has ignited intense corporate interest, evidenced by 60 M&A deals in the pet sector as of September 2024. Investor confidence is surging, with total capital invested in these M&A deals reaching $3.3 billion in the fourth quarter of 2024 alone. The landmark $1.5 billion acquisition of PetIQ serves as definitive proof for the market that the most significant opportunities lie in developing and acquiring brands that offer validated, condition-specific products that meet the exacting demands of the modern pet owner.

Key Findings in US Pet Supplements Market 

• By Pet, Dog segment holds highest share 57.7%
• By Specialty, Hip & joint segment holds highest share 27.3%
• By Product Type, Multivitamins segment holds highest share 36.3%
• By Product Form, Chewable Tablets segment holds highest share 43.3%
• By Source, Conventional segment holds highest share 79.1%
• By End Users, Residential segment holds highest share 87.3%
• By Distribution Channel, Offline segment holds highest share 67.1%
• By Manufacturing, Contract/Outsource (CDMOs) segment holds highest share 66.0%
• U.S. pet supplement market is poised to attain valuation of US$ 2,014.1 million by 2033

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Surging Market Dynamics: Three Trends Shaping Tomorrow's Pet Wellness

The U.S. pet supplement market is experiencing a period of dynamic transformation, driven by powerful and intersecting trends that are redefining product development, sales channels, and consumer expectations. These shifts signal a maturing market where proactive wellness is becoming the standard of care for companion animals.

• The Unwavering March of Pet Humanization and Premiumization: Today's pet owners, particularly Millennials and Gen Z, view their pets as integral family members. This emotional bond directly translates into a willingness to invest in high-end, specialized health products that mirror their own wellness values. They are moving beyond basic nutrition, actively seeking out supplements with premium, natural, and scientifically validated ingredients to ensure their pets live longer, healthier lives. This trend fuels demand for everything from joint support for aging dogs to calming aids for anxious cats.
• E-commerce and Digital-First Engagement as the New Standard: The digital marketplace has become the epicenter of the pet supplement market. Consumers are flocking to online retailers for the convenience, vast selection, and competitive pricing they offer. This is complemented by the rise of subscription models, which build brand loyalty and ensure a steady revenue stream. Brands are leveraging social media and targeted digital marketing to educate consumers, build community, and drive sales, making a robust online presence non-negotiable for market relevance and success.
• A Decisive Pivot Toward Science-Backed and Condition-Specific Solutions: Generic, all-purpose supplements are making way for highly targeted, evidence-based formulations. Pet owners are more educated than ever and demand products that address specific health concerns, such as digestive issues, skin and coat health, or cognitive function. This has led to a surge in veterinarian-formulated products and supplements featuring clinically studied ingredients like probiotics, postbiotics, and specific omega fatty acids. This focus on scientific validation builds consumer trust and allows brands to differentiate themselves in a competitive market.

A Generational Shift Redefining High-Value Pet Wellness and Spending Habits

The primary force reshaping the US pet supplement market is the profound financial and emotional commitment of younger generations. These consumers are not just buying products; they are investing in the long-term well-being of their companions. This is clearly quantified by the spending habits of Gen Z pet owners, who now commit an average of $178 per month to pet care in 2024. This demographic is also driving household growth, contributing to the 18.8 million Gen Z households that owned a pet in 2024. 

Overall, the pet-owning population has swelled to 94 million U.S. households as of 2025, a massive increase from 82 million in 2023. These owners view veterinary care as essential, not discretionary, with the average cost of a single vet visit reaching $147 in 2024. Spending extends beyond necessities, as shown by the average $122 pet owners planned to spend on their pets during the 2023 holiday season. Millennials demonstrate similar priorities, allocating about $66 per month just for pet food in 2024. The deep bond is evident, with 72% of Gen Z owners considering their pets family members, a mindset that directly influences purchasing. Consequently, 78% of Gen Z dog owners now use calming products, and one in three has already purchased a pet tech device, signaling a holistic approach to pet wellness.

The Unstoppable Demand for Targeted Science-Validated Health and Wellness Solutions

Today’s consumer is sophisticated, driving demand away from generic supplements and toward products that offer specific, scientifically proven benefits. This has created highly lucrative and specialized segments within the broader US pet supplement market. The market for pet calming products alone illustrates this trend, valued at a substantial $410.3 million in 2024. The joint health category is an even larger powerhouse, generating revenue of $2.1 billion in 2024 as owners seek to support mobility in their aging pets. This demand for proven efficacy is pushing investment in research. Major biopharmaceutical companies like Boehringer Ingelheim are funneling significant capital into this area, investing $593.5 million in animal health R&D in April 2024 to accelerate clinical trials. 

The entire veterinary clinical trials market underscores this focus, having reached a value of $4.94 billion in 2023. This research translates directly to product innovation, with industry leader Purina planning to launch over 100 new products in the US in 2024. Recent studies show these products work; a 2024 study confirmed that a specific soft chew supplement effectively counters age-related cognitive decline in dogs. While specialized categories boom, the foundational market for vitamins and minerals remains robust, valued at over $2 billion in 2024. Even the market for veterinary dietary supplements is projected to grow from $2.41 billion in 2024 to $2.63 billion in 2025.

Segmental Analysis 

Canine Companions Steer the Trajectory of the US Pet supplement market

The commanding position of dog supplements, which generate more than 57.70% of revenue, is a direct reflection of demographic and economic factors within the US pet supplement market. With over 90 million pet dogs, the sheer size of the consumer base provides a formidable foundation for growth. This is amplified by higher healthcare spending, as the average annual veterinary expenditure for a dog surpasses $700, while the lifetime healthcare cost for a large-breed dog can exceed $20,000. The market responds to this with immense product diversity; there are over 2,500 dog-specific supplement SKUs available online catering to more than 300 recognized breeds, many with known health issues. This specialization signals a mature market where owners seek targeted solutions beyond general wellness, driven by over 5 million annual vet recommendations for canine supplements.

The purchasing habits of dog owners further entrench this dominance. The average dog-owning household buys supplements 3-4 times a year, a frequency encouraged by the specific needs of key segments. For instance, the more than 20 million large-breed dogs and over 15 million senior dogs are primary consumers requiring consistent supplementation. The robust scientific backing, with canine-focused clinical trials outnumbering feline trials five to one, builds consumer trust and encourages proactive purchasing. This ecosystem of high population numbers, significant owner spending, breed-specific needs, and strong veterinary support ensures the dog segment will continue to lead the US pet supplement market for the foreseeable future.

• More than 12 million US dogs are classified as large or giant breeds, predisposing them to health issues that drive supplement sales.
• Pet food recalls, with over 20 occurring in the last two years, often prompt dog owners to purchase supplements to ensure nutritional completeness.
• The lifetime healthcare cost for some large dog breeds can be substantial, making preventative supplements an attractive financial alternative to reactive treatments.

Proactive Joint Care For Pets Is A Cornerstone of Market Demand

The significant demand for hip and joint supplements, which are consumed for more than 27.3% of pet health problems, is fueled by a powerful combination of high prevalence, preventative owner attitudes, and compelling economic incentives. A staggering 10 million dogs in the US are diagnosed with osteoarthritis, creating a vast and immediate need for supportive care. This demand within the US pet supplement market is intensified by the high cost of surgical interventions; a single TPLO surgery can cost $5,500, making an annual supplement regimen under $500 an extremely attractive alternative. This economic reality motivates owners of the more than 12 million large and giant breed dogs to start preventative care early, often when their pets are just 2 years old.

The market has responded with a wealth of options, with over 1,800 unique formulations featuring core ingredients like glucosamine and chondroitin. With over 40 different active ingredients marketed for joint support, consumers have a wide array of choices. This product development is supported by a strong foundation of scientific inquiry, including over 500 published papers on ingredient efficacy, which bolsters consumer confidence. The urgency is underscored by over 8 million annual vet visits for mobility issues and the fact that the average age for an arthritis diagnosis in large breeds is a mere 6 years. This convergence of widespread medical need, preventative owner behavior, and clear financial benefit solidifies the hip and joint category as an unshakable pillar of the US pet supplement market.

• Preventative joint care for at-risk dog breeds is a major trend, with supplementation often beginning as early as 2 years of age.
• With over 40 different active ingredients actively marketed for pet joint support, the category offers extensive options for customized pet care.
• The average annual cost to manage canine arthritis with supplements is under $500, a fraction of potential surgical expenses.

Multivitamins Emerge As The Foundational Product in The Pet Wellness Journey

Multivitamins lead the US pet supplement market with a 36.30% share by serving as an accessible entry point for pet owners embarking on a wellness journey for their companions. This trend is heavily influenced by the humanization of pets, as over 150 million American adults take supplements themselves and extend this behavior to their pets. The sheer breadth of product availability, with over 1,200 unique pet multivitamin products on major e-commerce platforms and sales leadership in over 40,000 retail stores, makes them ubiquitous. These products are positioned as a go-to solution for "overall wellness," a message that resonates with a broad audience. The average formulation contains 15 to 25 distinct ingredients, offering a comprehensive nutritional safety net.

This leadership position is further reinforced by both professional recommendations and consumer concerns. Veterinarians recommend daily multivitamins for over 7 million pets, lending credibility and driving adoption. Furthermore, events like pet food recalls, which have numbered over 20 in the past two years, create anxiety about nutritional gaps and directly boost multivitamin sales as owners seek reassurance. With an average 30-day supply costing a reasonable $18 and over 200 new products launched in the last 24 months, the category is both affordable and innovative. For more than 50 brands, a multivitamin is their flagship product, cementing its status as the foundational supplement in the minds of millions of pet owners across the US pet supplement market.

• The average pet multivitamin contains a robust blend of 15 to 25 distinct vitamins and minerals to support overall health.
• Over 200 new pet multivitamin products have been introduced in the last two years, indicating strong market innovation and competition.
• Marketing for multivitamins frequently targets "overall wellness," appealing to the broadest possible segment of pet owners across all life stages.

Chewable Tablets Provide Unmatched Convenience in the US Pet supplement market

The dominance of chewable tablets, accounting for over 43.30% of the product form segment, is unequivocally driven by their supreme ease of administration and palatability. This form directly solves a major pain point for pet owners, as surveys reveal that over 60 million of them struggle with administering traditional pills. The US pet supplement market has capitalized on this by offering over 3,000 unique chewable supplement products designed to be seen as a treat, not medicine. This approach is highly effective, with the success rate of giving a pet a chewable being over 4 times higher than that of a powder. The industry has invested heavily in this format, with over 30 leading brands using patented soft-chew technology to perfect flavor and texture.

The innovation in this space is remarkable, with over 80 different flavor profiles available, ranging from bacon to peanut butter, ensuring there is an option for even the pickiest pets. This focus on palatability, which can involve over 100 taste tests for a new formula, has been a game-changer. For 50 million pets, chewables eliminate the owner's stress and the pet's resistance associated with pill pockets or hiding medicine in food. This positive experience is reflected in over 500,000 positive online reviews annually that praise the format's convenience. With an average cost per dose of just $0.75 and over 15 major manufacturers switching to chewables as their primary format, this user-friendly form has become the gold standard in the US pet supplement market.

• Over 30 leading pet supplement brands now utilize patented soft-chew manufacturing technologies to ensure high palatability and efficacy.
• The development process for a new chewable can involve over 100 distinct taste tests to perfect the flavor profile for pets.
• More than 15 major manufacturers have strategically shifted their primary product lines from pills and powders to the chewable format.

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Top Strategic Power Plays Shaping the Future of US Pet supplement market

• Bansk Group Acquires PetIQ (October 2024): Private investment firm Bansk Group acquired PetIQ, a leading manufacturer and distributor of health and wellness products for pets, in a significant deal valued at $1.5 billion. This move signals strong investor confidence in the continued growth of the pet health sector.
• Morgan Stanley Capital Partners Acquires FoodScience (November 2024): Morgan Stanley Capital Partners completed its acquisition of FoodScience, a well-established provider of nutritional supplements for both humans and pets, known for its VetriScience Laboratories brand.
• Vetnique Labs Acquires Lintbells, Maker of YuMOVE (July 2024): In a major international transaction, US-based Vetnique Labs acquired Lintbells, the UK company behind the globally recognized YuMOVE brand of joint supplements for pets.
• General Mills Acquires Edgard & Cooper (April 2024): Food giant General Mills expanded its presence in the premium pet space by acquiring Edgard & Cooper, a European brand known for its natural pet food and treats in the pet supplement market.
• Pet MD Brands, a Swedencare subsidiary, Acquires Riley's (January 2024): Swedencare's US subsidiary, Pet MD Brands, acquired Riley's, a specialist in premium-quality dog treats and nutritional supplements, for a purchase price of $7.5 million.
• Better Choice Company Acquires Aimia Pet Healthco (February 2024): Better Choice Company, a pet health and wellness company, announced its acquisition of Aimia Pet Healthco Inc., further consolidating its position in the market.
• Petbuddy Group Acquires Thrive Pet Foods (June 2024): The Sweden-based Petbuddy Group acquired Thrive Pet Foods, a UK-based producer of natural pet foods and treats, expanding its portfolio of premium pet brands.
• Elanco Launches Pet Protect Supplement Line (February 2025): Elanco Animal Health announced a significant product line expansion with the upcoming launch of Pet Protect, a comprehensive range of veterinarian-formulated supplements for dogs and cats in the US pet supplement market.
• Mixlab Acquires NexGen Animal Health (May 2024): Mixlab, a leading veterinary pharmacy, acquired NexGen Animal Health, a move that significantly expands its operational footprint to serve thousands more veterinarians and pet owners across the US.

Top Companies in the US Pet Supplement Market

• Ark Naturals
• Food Science Corporation
• Garmon Corporation
• Kemin Industries, Inc.
• Nestlé Purina Petcare
• Novotech Nutraceuticals, Inc.
• Nutramax Laboratories, Inc.
• PetHonesty
• Virbac
• Zoetis Inc.
• Other Prominent Players

Market Segmentation Overview

By Pet

• Dog
• Cat

By Speciality

• Hip & joint
• Digestive health
• Dental care
• Anxiety stress
• General health / multi-vitamin
• Heart & liver
• Skin & coat
• Allergies / immune support
• Urinary tract health

By Product Type

• Glucosamine
• Probiotics
• Multivitamins
• Omega-3 Fatty Acids
• Others

By Product Form

• Chewable Tablets
• Soft Gels
• Capsules
• Powders
• Liquids
• Others

By Source

• Organic
• Conventional

By End User

• Residential
• Commercial

By Distribution Channel

• Online
  • Company Websites
  • E-Commerce
• Offline
  • Supermarkets/ Hypermarkets
  • Specialty Stores
  • Others

By Manufacturing

• Inhouse
• Contract/Outsource (CDMOs)