Pet Supplements: United States

Report Overview

This report forecasts US pet supplement retail sales in nominal US dollars for 2024-2028. To illustrate historical trends, total retail sales are provided in an annual series from 2018-2023.

This report examines the US market for nutritional supplements for pets – primarily dogs, cats, birds, small mammals, and reptiles, collectively. The term “supplement” as used in this report refers to products sold in traditional supplement forms including pills, tablets, powders, liquids, and sprays. The primary focus is on products for dogs and cats, which account for a large preponderance of US retail sales, but coverage also extends to other types of companion animals.

Specifically excluded are: pet foods marketed as complete and balanced diets, including those featuring novel functional ingredients; functional treats – products with functional benefits due to nutritional supplement-based ingredients but marketed primarily as treats (covered in Packaged Facts’ Pet Treats and Chews in the US); supplements for equines; supplements for fish, most of which are water treatment products to control algae, fungi, parasites, etc.

Freedonia quantifies trends in various measures of growth and volatility. Growth (or decline) expressed as an average annual growth rate (AAGR) is the least squares growth rate, which takes into account all available datapoints over a period. Growth calculated as a compound annual growth rate (CAGR) employs, by definition, only the first and last datapoints over a period. The CAGR is used to describe forecast growth, defined as the expected trend beginning in the base year and ending in the forecast year. Readers are encouraged to consider historical volatility when assessing particular annual values along the forecast trend, including in the forecast year.

A full outline of report items by page is available in the Table of Contents.

Related NAICS Codes

Table of Contents

• Market Size
• Pet Supplement Sales Top $2.7 Billion
• Pet Supplement Sales by Channel
• Products for Dogs Dominate Pet Supplement Sales
• Pet Supplements’ Health & Wellness Role Drives Sales Growth
• Pet Obesity & Aging Pets Contribute to Health Concerns
• Pets’ Impact on Human Health
• Pet Supplements Compete with Pet Food on Health & Wellness
• Mobility, Skin/Coat Health Top Conditions Treated by Supplements
• Economy’s Impact on Pet Owner Spending Mindset
• Impact on Pet Supplements Spending
• Pets Central to Home Life
• Pet Owner Interest in CBD Supplements Levels Off
• CBD Pet Supplements Still Awaiting FDA/AAFCO Approval
• Veterinarians Have Potential to Impact Supplement Purchasers
• Sources of Pet Care Information Vary by Generation
• Pet Supplement Regulation
• FDA & AAFCO Monitor Pet Supplements
• National Animal Supplement Council
• The AVMA & Pet Supplements
• Regulating CBD
• Marketing & 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 & Fish Oil Supplements
• Allergy/Skin & Coat Supplements
• Calming Aids & 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
• Supplements for Other Pets
• Retail Trends
• Internet Ahead of Brick-&-Mortar Use in Pet Supplement Purchasing
• Top Online Marketers
• Pet Supplement Merchandising in Pet Specialty Retailers
• Mass-Market & Farm & Feed Channels
• Consumer Trends
• Consumer Purchasing, Buying Habits, & Attitudes
• Demographic Trends
• Opportunities
• Overall Health & Wellness a Prime Motivator
• Condition-Specific Supplements Retain Appeal
• Probiotic/Immune Products Benefit from Wellness Link
• Senior Pets Have Specific Health Needs
• Omnichannel Marketing
• Getting More Veterinarians on Board
• Science-Based Supplements

• Competitive Overview
• Marketers Rely on Product Positioning to Differentiate Supplements
• Pet Supplement Channel Lines in the Omnimarket Era
• Pet Owner Brand Preference
• Mergers, Acquisitions, & Investments
• Pet Supplements Market Expansion & Accolades
• Five Pet Supplement Marketers Make Inc. 5000 Fastest Growing Businesses List

• Scope
• Sources
• Industry Codes
• Resources

• Figure 1 | US Pet Supplement Retail Sales, 2018 - 2028 (US$ mil)
• Table 1 | US Pet Supplement Retail Sales, 2018 - 2028 (US$ mil)
• Figure 2 | US Pet Supplement Retail Sales by Channel, 2023 (%)
• Figure 3 | US Pet Supplement Retail Sales by Animal Type, 2023 (%)
• Table 2 | NAICS & SIC Codes Related to Pet Supplements