Pet Nutraceuticals Market

The Global Pet Nutraceuticals Market is projected to grow at a CAGR of 4.60% during the forecast period 2024-2031. This steady growth is driven by the global rise in pet ownership and humanization, increasing consumer spending on preventative pet healthcare, growing concerns over the aging pet population and associated conditions like osteoarthritis, and the expanding demand for targeted supplements for anxiety, weight, and immune system management.

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North America: Key Industry Developments (Largest Market)

✅ November 2025: Zoetis Inc. announced a strategic expansion of its direct-to-consumer digital platform, integrating AI-driven pet health assessments to recommend personalized nutraceutical regimens (focusing on joint health and cognitive support) for aging dogs and cats, directly linking pet owners with veterinary-prescribed supplements.

✅ October 2025: The U.S. Food and Drug Administration’s Center for Veterinary Medicine (FDA CVM) issued new draft guidance on “Structure/Function Claims for Pet Dietary Supplements,” aiming to provide clearer regulatory pathways for nutraceutical manufacturers to communicate science-backed benefits for mobility, anxiety, and immune support on product labels.

✅ September 2025: Nestlé Purina PetCare Company launched a new line of “Veterinary-Formulated Functional Treats” in the U.S. market. The line combines proven nutraceutical ingredients like glucosamine, chondroitin, and probiotics within palatable treat formats, blurring the lines between supplement and reward for easier owner compliance.

Asia Pacific: Key Industry Developments (Fastest Growing Region)

✅ November 2025: A leading Japanese consumer health company, in partnership with Koninklijke DSM N.V., unveiled a new range of “Senior Cat” specific nutraceuticals at the Japan Pet Fair. The products feature highly bioavailable taurine, renal support blends, and omega-3s, targeting the region’s rapidly aging feline population.

✅ October 2025: The China Animal Health and Food Safety Alliance published its first “White Paper on Quality Standards for Pet Nutritional Supplements,” developed in collaboration with major manufacturers. This industry-led initiative aims to build consumer trust and standardize ingredient purity and labeling in the world’s fastest-growing pet market.

✅ September 2025: An Indian startup specializing in Ayurvedic botanicals for pets secured Series B funding to expand production of its “Calm & Joint” herbal blends for dogs. The products, featuring turmeric (curcumin), ashwagandha, and boswellia, are gaining traction in both domestic and export markets as natural alternatives.

Key Mergers and Acquisitions (2025):

✅ Kemin Industries, Inc. acquires a specialized pet probiotic manufacturer: In October 2025, Kemin Industries expanded its companion animal portfolio by acquiring a European company with patented strains for feline and canine gut-immune axis support. The move strengthens Kemin’s position in the high-growth segment of microbiome-targeted nutraceuticals.

✅ VH Group partners with a digital pet pharmacy platform: In September 2025, VH Group, a key player in animal nutrition, entered an exclusive e-commerce partnership with a subscription-based digital pet pharmacy. The deal facilitates direct access for consumers to VH Group’s premium nutraceutical lines, leveraging data-driven replenishment models.

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Market Segmentation Analysis:

-By Product Type: Vitamins & Minerals Lead with Dominant Share

Vitamins and Minerals accounted for the highest share in the global market. This dominance is directly attributed to pet owners’ strong preference for addressing bone-related issues and supporting overall animal health. The aging pet population and high prevalence of conditions like osteoarthritis drive consistent, preventative use of calcium, vitamin D, glucosamine, and chondroitin supplements.

Proteins & Peptides and Fatty Acids (particularly Omega-3s) represent significant and growing segments, fueled by demand for muscle maintenance, skin/coat health, and anti-inflammatory benefits.

-By Application: Weight, Immune, and Pain Management Command Focus

Weight Management is a critical application area, as pet obesity rates climb globally. Nutraceuticals like L-carnitine, fiber blends, and specialized probiotics are increasingly incorporated into weight control programs.

Pain Management (primarily for joint health) and Immune Management are foundational drivers. Supplements that support mobility and natural defenses align with the pet humanization trend, where owners seek to improve quality of life and reduce reliance on pharmaceuticals.

-By Pet Type: Dogs and Cats Top with Strong Demand

Dogs represent the largest segment due to their high global ownership rates, susceptibility to joint issues, and the wide variety of breed- and size-specific formulations available.

Cats are a high-growth segment, with increasing owner awareness of feline-specific needs such as urinary tract health, kidney support, and stress/anxiety management driving demand for tailored nutraceuticals.

Growth Drivers:

1. Rising Pet Ownership and Humanization (“Pet Parents”): Pets are increasingly considered family members, leading to greater discretionary spending on their health, wellness, and longevity, with nutraceuticals seen as a proactive component of care.

2. Growing Aging Pet Population and Associated Health Concerns: As pets live longer, age-related conditions like arthritis, cognitive decline, and renal issues become more common, creating sustained demand for supportive nutraceuticals to maintain quality of life.

3. Increasing Veterinary Healthcare Costs: The high cost of advanced veterinary treatments and surgeries motivates owners to invest in preventative care through supplements to potentially avoid or delay more expensive medical interventions.

4. Expansion of Product Formats and Distribution Channels: The availability of nutraceuticals in convenient formats (soft chews, functional treats, flavored liquids) and their sale through online retailers, pet specialty stores, and veterinary clinics has dramatically improved accessibility and consumer adoption.

5. Scientific Advancements and Evidence-Based Formulations: Growing investment in clinical research to validate the efficacy of specific ingredients (e.g., green-lipped mussel for joints, probiotics for anxiety) is building veterinary and consumer confidence, moving the market beyond anecdotal claims.

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Regional Insights:

North America holds the largest market share, driven by high pet ownership rates, significant per-pet spending, strong consumer awareness of pet health, and the presence of leading global manufacturers and brands. The U.S. is the epicenter of innovation and premiumization in this market.

Asia-Pacific is the fastest-growing region, fueled by rapid economic development, a burgeoning middle class, rising pet adoption (especially in China and India), and increasing awareness of pet healthcare. The market is evolving from basic nutrition to premium preventative supplements.

Key Players:

Nestlé Purina PetCare Company | Zoetis Inc. | VH Group | Kemin Industries, Inc. | Koninklijke DSM N.V. | Virbac | Hill’s Pet Nutrition, Inc. | Bayer AG | Ceva Santé Animale | Dechra Pharmaceuticals PLC

Key Highlights (Top 5 Key Players) for Pet Nutraceuticals Market:

1. Nestlé Purina PetCare Company is a global powerhouse in pet nutrition, leveraging its massive scale, scientific research (Purina Institute), and omnichannel distribution. Its strength lies in integrating nutraceuticals across its entire portfolio, from over-the-counter wellness brands to veterinary-exclusive therapeutic lines.

2. Zoetis Inc., as the world’s leading animal health company, possesses unparalleled veterinary channel strength and scientific credibility. Its nutraceutical portfolio, including brands like Recovery and Anxiety, is often recommended and dispensed by veterinarians, commanding a premium position in the market.

3. Hill’s Pet Nutrition, Inc. (a Colgate-Palmolive company) dominates the veterinary-prescribed diet market. Its deep scientific expertise in clinical nutrition is seamlessly extended to its nutraceutical offerings, creating strong synergies and trust among veterinary professionals for managing specific health conditions.

4. Koninklijke DSM N.V. (now part of DSM-Firmenich) is a leading science-based supplier of essential nutritional ingredients like vitamins, omega-3 fatty acids, and palatants. It drives the market from the ingredient level, supplying high-quality, traceable raw materials to pet food and supplement manufacturers worldwide.

5. Virbac is a dedicated animal health company with a strong focus on dermatology and dental care. It differentiates by offering vet-dispensed nutraceuticals that are closely aligned with pharmaceutical solutions, providing integrated therapeutic protocols for conditions like osteoarthritis and skin allergies.

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