Pet Supplements in the US, 10th Edition

Report Overview

What is the most popular type of supplement?

• Mobility supplements for hips and joints

Overall pet wellness remains a central theme in the pet supplements market, driving sales to just over $2.7 billion, a 19% increase from 2022 and reflecting a nearly-20% CAGR for 2018-2023. Inflation accounts for much of this dollar advancement, especially in the latter part of the period, and now that the sales increases of 2022 and 2023 are a thing of the past, the growth rate is expected to slow down significantly in the coming years, moderating to pre-pandemic levels.

That said, pet supplements remains a category with significant opportunities, especially with pet owners’ continued focus on pet health and wellness. Packaged Facts survey results from July-August 2024 show that 76% of dog and cat owners look for products improve their pets’ health and wellness, with nearly half paying more attention to their pets’ health in the wake of COVID-19. Other factors favoring supplement purchasing include the expanding population of senior pets and a shift towards science-based and veterinarian-formulated supplements.

Packaged Facts’ Pet Supplements in the U.S., 10th Edition 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 tenth edition covers historical and projected retail sales from 2018 through 2028, competitive strategies of key players, and trends in new product development including condition-specific formulations, lifestage-focused products, feline supplements, and veterinarian-developed products, as well as retail channel trends. The report examines the situation in the CBD market, following trends in regulation, consumer perceptions, new product development, and marketing. Featuring exclusive data from Packaged Facts’ Surveys of Pet Owners, the report details pet supplement purchasing trends as well as attitudes and demographic characteristics of pet supplement purchasers.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research includes national online consumer polls of US adult pet owners (age 18+) conducted by Packaged Facts on a regular basis to measure purchasing patterns and attitudes with regard to pet products and services, with the majority of the data coming from our July-August 2024 survey, supplemented by the January 2024 survey. The Packaged Facts July-August 2024 survey has a sample size of 1,500 adults and the January 2024 survey has a sample size of 1,636 pet owners, screened for response quality, and representative of the US population on the demographic measures of age, gender, geographic region, race/ethnicity, household income, and the presence/absence of children in the household. The July-August 2024 survey includes responses from 605 dog owners and 418 cat owners. The January 2024 survey includes responses from 1,268 dog owners and 822 cat owners.

Our primary research also includes interviews with pet market experts; participation in pet industry events including the American Pet Products Association’s Global Pet Expos, Petfood Industry/Watt Publishing’s Petfood Forums, and the World Pet Association’s SUPERZOO; on-site examination of retail stores; and internet canvassing including websites and blogs.

Secondary research includes gathering information and data from consumer business and trade publications including Pet Age, Pet Business, and Pet Product News International; company profiles in trade and consumer publications; and information culled from Packaged Facts’ extensive pet market research database and report collection. Our pet population numbers are drawn from MRI-Simmons’ booklet-based consumer surveys through Spring 2024 of a large and random sample of approximately 50,000 consumers who in aggregate represent a statistically accurate cross-section of the US population. Note that MRI-Simmons releases correspond to an approximately 12-month roll-up of survey fielding ending in the season indicated.

Our estimates of market size and company performance draw on reported revenues of pet product manufacturers and retailers; government data including US Bureau of Labor Statistics Consumer Expenditure Surveys; and figures from other market research and retail sales tracking sources.