Pet Supplements in the US, 11th Edition Report

Report Overview

Strong interest in pet health and wellness continues to support demand for pet supplements, even as economic pressures and slowing pet population growth moderate market expansion.

While consumers remain highly focused on products that support preventive care and common health concerns, many are trimming discretionary spending, creating headwinds for the category. As a result, the market is transitioning from pandemic-era surge growth to a steadier pace in the years ahead.

Key Themes Covered in this Report:

• Online channels make up the bulk of sales in the pet supplements market
• Pet owners gravitate toward supplements targeting overall/general health
• Cat-specific supplements are a key area of opportunity in the pet supplements market

Pet Supplements’ Health and Wellness Role Drives Sales Growth

As in the pet market overall, the focus on pet health and wellness remains one of the primary drivers of growth in the supplements market. Supplements became a go-to for pet owners during the pandemic, when a concern for their own health and more time at home with their pets prompted them to pay more attention to their pets’ health and wellness. This concern is alive and well today, as pet owners have come to realize the benefits that pet supplements offer, providing relief to common health concerns. Packaged Facts’ January 2026 Survey of Pet Owners data underscore this heightened level of health awareness, with the vast majority of pet owners  actively looking for products to improve their pets’ health and wellness.

Still, challenges remain. Consumers who have been battling economic stressors for several years at this point have been strained to their limits. Reflecting the current economic situation, Packaged Facts’ survey results from December 2025 indicate that 65% of pet owners reduced how much they spent on “extras” in the past year, with the same share indicating that they would continue to do so in the coming year. Because some pet supplements could be viewed as discretionary by many pet owners, these products are vulnerable to this kind of cost trimming. Additionally, because dogs account for such a large share of sales in this market, a decline in the dog population has had an outsized impact on supplement spending. And supplements continue to compete with functional pet foods and treats along condition-specific lines, another uphill battle.

As a result, after several years of explosive growth, pet supplement sales growth fell to under 5% in 2024 and under 3% in 2025, to reach $2.9 billion. Looking forward, Packaged Facts projects that pet supplement sales will continue to experience gains in line with those of recent years. Packaged Facts expects sales growth in the 2%-3% range in the coming years, in large part due to economic conditions and sales growth no longer being artificially heightened by inflation, and in part due to minimal growth in the dog population.

That said, this market remains full of opportunities, including preventive health supplements, cat-focused products, and omnimarket strategies. Packaged Facts’ fully updated Pet Supplements in the US, 11^th Edition, takes a deep dive in the pet supplements market, examining these and other opportunities. The report presents historical and projected market sales through 2030 and explores competitive strategies of key players; trends in new product development including condition-specific formulations, lifestage-focused products, feline supplements, and veterinarian-developed products; and retail channel trends. The report also analyzes purchase patterns by channel and supplement type, usage by demographic cohorts, and a range of consumer insights via Packaged Facts’ proprietary Survey of Pet Owners.

Pet Supplements in the US, 11^th Edition Report Details

Leading Companies Driving Trends in the Pet Supplements Market

Economy a Hindrance to Purchasing

Economic concerns have impacted pet owners’ spending, especially on discretionary items. Packaged Facts’ survey results from December 2025 indicate that 65% of pet owners reduced how much they spent on “extras” in the past year, with the same share indicating that they would continue to do so in the coming year.

Because some pet supplements could be viewed as discretionary by many pet owners, these products are vulnerable to this kind of cost trimming. This hesitance in spending has impacted the stickiness of even pet care spending, an area that has historically been viewed as “recession-proof”. Packaged Facts’ January 2026 Survey of Pet Owners saw a drop in the share of pet owners whose pet spending had increased for the first time in five years. It’s hardly surprising, then, that the majority of pet supplement purchasers indicated that they are actively seeking out discounts and promotions on pet supplements more than they used to.

Pet Supplements in the US, 11^th Edition Report Scope

Pet Supplements in the US, 11th Edition, 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