Global Pet Dietary Supplements Market Size, Share, And Business Benefits By Pet Type (Dogs, Cats, Others), By Form (Pills/Tablets, Chewables, Powders, Others), By Application (Skin and coat, Hip and joint, Digestive health, Calming/stress/anxiety, Weight management, Others), By Distribution Channel (Pet Specialty Stores, Hypermarkets and Supermarkets, Pharmacy and Drug Stores, Convenience Stores, Others), By Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends, and Forecast 2025-2034

Report Overview

Global Pet Dietary Supplements Market is expected to be worth around USD 5.2 billion by 2034, up from USD 2.7 billion in 2024, and grow at a CAGR of 6.7% from 2025 to 2034. Strong pet ownership trends drove North America’s USD 1.3 billion market growth.

Pet dietary supplements are specially formulated products designed to provide additional nutrients that may be lacking in a pet’s regular diet. These supplements can include vitamins, minerals, amino acids, fatty acids, probiotics, and herbal extracts. They are typically used to support specific health needs such as joint health, digestive support, immune function, skin and coat care, and overall well-being.

Recent investment activity reflects this growing sector, such as Other Half Pet, a premium science-based pet supplement company, which secured $3 million in seed funding led by Willow Growth, with participation from Habitat Partners and Off Leash Capital.

The pet dietary supplements market refers to the global trade and consumption of nutritional additives developed for companion animals like dogs, cats, birds, and others. The market includes chewable tablets, powders, liquids, and soft gels that enhance pet health alongside regular pet food.

This sector has witnessed significant growth as pet humanization increases and more owners seek preventative care solutions for their animals. For example, Vegdog, a Germany-based plant-based dog food company, raised $10 million in funding after reporting a 66% increase in sales, indicating the rising demand for health-conscious pet products.

With pets increasingly considered family members, owners are more willing to spend on supplements that support joint mobility, heart health, and energy levels, especially in older pets. Reflecting this trend, Kradle, a company focused on calming pet supplements, received a $4 million investment to expand its offerings, while Goofy Tails, an Indian pet food startup, secured $1 million in funding led by Wipro Consumer Care Ventures.

Recent developments further support this momentum: Wilsons Pet Food acquired a £1 million investment to support business growth; a high-growth pet wellness startup raised $55 million in a major funding round; a direct-to-consumer dog supplement brand secured $10 million; Pet Plate raised $9 million with funding participation from General Mills; and PawCo Foods obtained $2 million through its latest fundraising initiative.

Key Takeaways

• Global Pet Dietary Supplements Market is expected to be worth around USD 5.2 billion by 2034, up from USD 2.7 billion in 2024, and grow at a CAGR of 6.7% from 2025 to 2034.
• In the Pet Dietary Supplements Market, dogs account for the highest share at 63.8% globally.
• Chewable supplements dominate the Pet Dietary Supplements Market, holding a significant 44.7% share by form.
• Hip and joint support remains the top application, contributing 31.4% to the Pet Dietary Supplements Market.
• Pet specialty stores lead distribution, representing 33.5% of total Pet Dietary Supplements Market sales worldwide.
• North America’s pet supplements market reached USD 1.3 billion in total value.

By Pet Type Analysis

In Pet Dietary Supplements Market, dogs account for 63.8% share.

In 2024, Dogs held a dominant market position in the By Pet Type segment of the Pet Dietary Supplements Market, accounting for a substantial 63.8% market share. This leadership is primarily driven by the high rate of dog ownership globally and the increasing awareness among dog owners regarding preventive health care. Dogs, more than other pets, are frequently taken for veterinary visits, where dietary supplements are often recommended to support joint health, digestion, skin and coat condition, and immune function.

The strong attachment between owners and their dogs has significantly influenced spending behavior, leading to a greater focus on the overall health and longevity of canine companions. The rising adoption of large and aging breeds that are prone to mobility and bone health issues has further elevated the demand for targeted supplements.

Online and retail sales channels continue to experience increased traffic, especially for dog-specific supplements, reflecting high consumer trust in branded formulations and product efficacy. The dominant share held by dogs in 2024 underscores their central role in shaping the evolving dynamics of the pet dietary supplements industry.

By Form Analysis

Chewables dominate the market with a 44.7% form preference.

In 2024, Chewables held a dominant market position in the By Form segment of the Pet Dietary Supplements Market, with a 44.7% share. This leadership is primarily attributed to the ease of administration and high palatability of chewable supplements, which are widely preferred by pet owners for their convenience and acceptance by pets.

The chewable format allows for precise dosing and better compliance, which is especially important for pets with chronic conditions requiring consistent nutrient intake. Their availability in various flavors and functional formulations—targeting joint health, digestive support, immunity, and skin and coat health—has further contributed to their popularity.

Retail and online platforms have contributed to the visibility and accessibility of chewable pet supplements, with increased product innovations and promotional efforts drawing attention to their benefits. The 44.7% market share held by chewables in 2024 highlights their continued dominance as the preferred form factor in the pet dietary supplements landscape.

By Application Analysis

Hip and joint care leads with 31.4% application demand.

In 2024, Hip and Joint held a dominant market position in the By Application segment of the Pet Dietary Supplements Market, with a 31.4% share. This segment’s leading position reflects the increasing concern among pet owners regarding mobility issues, especially in aging and larger breed dogs that are more susceptible to joint-related ailments such as arthritis and hip dysplasia.

Pet owners are increasingly seeking functional products that offer support for healthy cartilage development, joint lubrication, and improved mobility. The hip and joint category has gained particular traction due to the availability of formulations enriched with glucosamine, chondroitin, and MSM, which are widely associated with joint health support.

The consistent rise in awareness through digital pet health platforms and veterinary consultations has also played a role in sustaining growth in this segment. The 31.4% market share held by the hip and joint category in 2024 highlights its prominence within the pet dietary supplements space, underpinned by growing consumer efforts to enhance the quality of life and longevity of their companion animals.

By Distribution Channel Analysis

Pet specialty stores hold a 33.5% share in the distribution channel.

In 2024, Pet Specialty Stores held a dominant market position in the By Distribution Channel segment of the Pet Dietary Supplements Market, with a 33.5% share. This strong performance reflects the increasing preference among pet owners for dedicated retail environments that offer specialized guidance, a curated product selection, and trusted supplement brands.

The dominance of pet specialty stores is also supported by their reputation for stocking high-quality and premium-grade supplements, particularly those catering to targeted health concerns such as joint support, digestion, and immunity. Pet owners often rely on these stores for transparency in product sourcing and ingredient quality, which enhances consumer confidence and drives repeat purchases.

Additionally, the focused retail approach of specialty stores allows for educational initiatives and in-store promotions that raise awareness about the benefits of dietary supplementation. Trained staff in these outlets contribute to informed purchasing decisions, especially for first-time users.

Key Market Segments

By Pet Type

• Dogs
• Cats
• Others

By Form

• Pills/Tablets
• Chewables
• Powders
• Others

By Application

• Skin and coat
• Hip and joint
• Digestive health
• Calming/stress/anxiety
• Weight management
• Others

By Distribution Channel

• Pet Specialty Stores
• Hypermarkets and Supermarkets
• Pharmacy and Drug Stores
• Convenience Stores
• Others

Driving Factors

Growing Pet Humanization is Boosting Supplement Demand

One of the key drivers of the Pet Dietary Supplements Market is the rising trend of pet humanization. Across many countries, pets are increasingly being treated as family members rather than just animals. As a result, pet owners are now more conscious about their pets’ health, nutrition, and overall well-being.

This emotional bond has led to higher spending on health products such as dietary supplements to support joint health, digestion, skin care, and immunity. Owners are also focusing on preventive care, especially for aging or large-breed animals. This shift in attitude is strongly boosting the demand for high-quality, safe, and effective supplements.

Restraining Factors

Lack of Product Awareness in Emerging Economies

A major factor restraining the growth of the Pet Dietary Supplements Market is the limited awareness about such products in developing and rural regions. Many pet owners in these areas are not fully informed about the benefits of supplements or the need for additional nutrition beyond regular pet food.

This lack of understanding often results in low product adoption, especially where veterinary services are less accessible. In addition, cultural perceptions around pet health and limited promotional efforts by brands in these regions further reduce visibility.

Without clear education or expert guidance, many owners hesitate to invest in supplements. This gap in awareness continues to be a challenge for companies trying to expand in emerging and underdeveloped markets.

Growth Opportunity

Expansion of Online Sales and Digital Platforms

One of the strongest growth opportunities in the Pet Dietary Supplements Market is the expansion of online sales through digital platforms. Increasing access to the internet and smartphones allows pet owners to easily discover a wide range of products online.

E-commerce platforms often offer detailed product information, user reviews, and competitive pricing, which helps build consumer trust. Convenient home delivery further encourages repeat purchases. Additionally, digital platforms enable brands to launch targeted marketing campaigns, educational content, and subscription models, fostering greater customer engagement and loyalty.

As internet penetration grows globally, even in smaller towns, this channel can reach a broader audience. Leveraging online sales and digital tools presents a promising opportunity for companies seeking accelerated market growth and deeper consumer connections.

Latest Trends

Rising Demand for Natural and Organic Supplements

A major trend shaping the Pet Dietary Supplements Market is the growing preference for natural and organic ingredients. Pet owners are becoming more cautious about what they give their animals, often choosing products that are free from artificial additives, fillers, or synthetic chemicals.

This shift reflects a broader human wellness trend that has extended into pet care. Supplements made with clean-label ingredients such as plant-based extracts, probiotics, turmeric, or omega-3 from fish oil are gaining popularity. Owners believe these options are safer and better for long-term health.

This demand is also influencing new product development, with more brands introducing herbal and eco-friendly formulations. The natural supplement trend is expected to stay strong as pet health awareness continues to grow globally

Regional Analysis

In 2024, North America dominated the market with a 48.3% regional share.

In 2024, North America emerged as the dominant region in the Pet Dietary Supplements Market, capturing a significant 48.3% market share, equivalent to USD 1.3 billion. This strong position is supported by high levels of pet ownership, well-established veterinary healthcare infrastructure, and growing awareness among consumers regarding pet wellness. The widespread acceptance of preventive healthcare and premium pet nutrition continues to drive demand across the United States and Canada, making North America the largest and most mature market in this sector.

Europe remains a key region with growing interest in natural pet supplements and increasing disposable income spent on pet care. Although it trails behind North America in size, the region is witnessing notable adoption due to awareness campaigns and expanding e-commerce availability.

Asia Pacific, while still emerging, presents steady growth potential driven by rising pet adoption in countries like China, India, and Japan. Changing lifestyles and a growing middle class are key enablers in this market.

The Middle East & Africa and Latin America regions are in the early stages of supplement adoption. However, increasing urbanization and growing attention toward companion animal health are expected to support gradual growth. Overall, North America continues to lead, both in market share and value, across the global landscape.

Key Regions and Countries

• North America
  • US
  • Canada
• Europe
  • Germany
  • France
  • The UK
  • Spain
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • South Korea
  • India
  • Australia
  • Rest of APAC
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of MEA

Key Players Analysis

In 2024, the global Pet Dietary Supplements Market is notably influenced by three major industry players—Nestlé, General Mills Inc., and Affinity Petcare S.A., each contributing distinct strategic strengths and directional momentum.

Nestlé maintains a commanding presence through leveraging its extensive pet care divisions and diversified nutritional expertise. Its strong research and development infrastructure enables robust formulation of advanced supplements tailored for joint health, immunity, and digestive wellness. With significant investment in quality control and ingredient sourcing, Nestlé enhances its earning potential by instilling consumer trust in product consistency and efficacy.

General Mills Inc., traditionally recognized for human nutrition, has effectively extended its brand equity into pet dietary supplements. By applying its nutritional science capabilities, the company offers functional products that align with emerging consumer preferences for clean-label and health-forward formulations. Its established retail relationships, coupled with innovative marketing strategies, drive enhanced visibility in mainstream supermarkets and online platforms.

Affinity Petcare S.A., a specialist in pet health and wellness, leverages deep domain knowledge and regulatory expertise to create targeted formulations for different life stages and species. The company’s focus on problem-specific solutions—such as breed-specific supplements and prescription-grade options—bolsters its appeal among veterinary professionals and discerning pet owners.

Top Key Players in the Market

• Nestle
• General Mills Inc.
• Affinity Petcare S.A
• Elanco
• Virbac
• NOW Foods
• H&H Group
• Zoetis Services LLC
• FoodScience
• Swedencare AB
• Vetoquinol
• Thorne Vet
• Mars, Incorporated
• Wellness Pet, LLC
• Nutri-Pet Research, Inc.

Recent Developments

• In February 2025, Zoetis updated the U.S. label for its injectable canine osteoarthritis pain treatment, Librela®, reflecting post-approval safety and efficacy data from the U.S. market.
• In December  2024, General Mills completed its acquisition of Whitebridge Pet Brands’ North American cat feeding and pet treats business (including Tiki Pets and Cloud Star) for $1.45 billion. The move strengthened its portfolio in premium cat nutrition.

Report Scope