Report Overview

The Global Veterinary Dietary Supplements Market size is expected to be worth around USD 7.1 billion by 2034, from USD 3.4 billion in 2024, growing at a CAGR of 7.6% during the forecast period from 2025 to 2034.

The Veterinary Dietary Supplements Market refers to nutritional products formulated to support animal health beyond regular feed intake. These supplements address immunity, digestion, joint mobility, skin health, and stress management. They are commonly used across companion animals and livestock, aligning preventive care with everyday veterinary nutrition practices.

Veterinary dietary supplements are transitioning from optional add-ons to routine wellness solutions. Pet humanization, rising veterinary awareness, and preventive healthcare thinking continue driving demand. As a result, supplements are increasingly positioned as long-term health investments rather than short-term therapeutic products within veterinary nutrition systems.

• The American Pet Products Association, American pet owners spend over 1 billion annually on dietary supplements. The same source reports usage among 31% of dog owners and 22% of cat owners, highlighting broad but still developing market penetration. APPA survey updates, 53% of dog owners now provide vitamins or supplements, reflecting a 6% increase and a 56% long-term rise. Similarly, 34% of cat owners supplement diets, showing a 6% annual and 70% cumulative increase.

The market is regulated through animal health regulations, feed additive approvals, and labeling compliance. Regulatory agencies emphasize safety, dosage transparency, and ingredient traceability. These frameworks encourage standardized manufacturing and create entry barriers that favor quality-driven suppliers, reinforcing credibility and long-term market stability in veterinary supplements.

Key Takeaways

• The Global Veterinary Dietary Supplements Market is projected to grow from USD 3.4 billion in 2024 to USD 7.1 billion by 2034, registering a CAGR of 7.6% during 2025–2034.
• Companion Animals dominate the market with a share of 67.3%, driven by rising pet humanization and preventive healthcare adoption.
• Multivitamins and Minerals lead the By Type segment, accounting for 29.7% of the total market due to broad daily nutritional use.
• Gummies and Chewables are the preferred formulation, holding a market share of 34.9% based on ease of administration and compliance.
• Nutritional Support is the largest application segment with a share of 26.6%, supported by routine wellness supplementation.
• Pet Specialty Stores and Retailers dominate distribution channels with a share of 37.8%, reflecting trust-based purchasing behavior.
• North America leads the global market with a dominant share of 43.9%, valued at USD 1.4 billion, supported by high preventive care spending.

By Animal Analysis

Companion Animals dominate with 67.3% due to rising pet humanization and preventive care.

Companion Animals held a dominant market position in the By Animal Analysis segment of the Veterinary Dietary Supplements Market, with a 67.3% share. Growth is supported by higher spending on pet wellness, routine supplementation, and increasing awareness of long-term health management among urban pet owners.

Livestock Animals represent a steady demand base, driven by productivity improvement, herd health management, and nutritional balance. Supplements in this segment are commonly linked to immunity, digestion, and stress resistance, supporting consistent usage across dairy, poultry, and meat-producing animals.

By Type Analysis

Multivitamins and Minerals dominate with 29.7% due to broad nutritional coverage.

Multivitamins and Minerals held a dominant market position in the By Type Analysis segment of the Veterinary Dietary Supplements Market, with a 29.7% share. These products address common nutrient gaps and are widely recommended for daily wellness across animal categories.

Probiotic and Prebiotic supplements support gut balance and digestion. Their adoption is increasing as digestive health gains importance, especially for animals exposed to diet changes, antibiotics, or environmental stress. Protein and Peptides focus on muscle maintenance, recovery, and growth.

Omega-3 Fatty Acids are valued for joint, skin, and cardiovascular support. Usage continues to expand alongside awareness of inflammation management and coat health benefits. CBD supplements remain niche but visible, mainly for calming and discomfort support. Adoption is cautious due to regulatory clarity and veterinarian guidance requirements.

By Form Analysis

Gummies and Chewables dominate with 34.9% due to ease of administration.

Gummies and Chewables held a dominant market position in the By Form Analysis segment of the Veterinary Dietary Supplements Market, with a 34.9% share. Palatability and convenience strongly influence repeat purchases and compliance.

Tablets and Capsules remain widely used, especially for precise dosing. They are commonly preferred in veterinary-prescribed regimens and multi-nutrient formulations. Powders offer flexible mixing with food and water. This form is popular for digestive and protein supplements used in both pets and livestock.

Liquids support faster absorption and ease for young or aging animals. They are often selected for immunity and metabolic support applications. Others include pastes and gels, addressing specific administration needs and niche therapeutic use cases.

By Application Analysis

Nutritional Support dominates with 26.6% due to daily wellness usage.

Nutritional Support held a dominant market position in the By Application Analysis segment of the Veterinary Dietary Supplements Market, with a 26.6% share. Daily supplementation drives consistent demand across age groups and animal types.

Joint Health Support addresses mobility concerns and aging-related stiffness. Usage is rising as pet lifespans increase and owners prioritize active living. Calming Stress Anxiety supplements support behavioral balance. Demand is linked to lifestyle changes, travel stress, and noise sensitivity.

Digestive Health applications focus on gut stability and nutrient absorption, especially during dietary transitions or medication use. Immunity Support targets seasonal risks and recovery phases, reinforcing resistance against common infections. Skin and Coat Health supplements enhance appearance and comfort, supporting shedding control and dermatological wellness.

By Distribution Channel Analysis

Pet Specialty Stores and Retail dominate with 37.8% due to trust-based purchasing.

Pet Specialty Stores and Retailers held a dominant market position in the By Distribution Channel Analysis segment of the Veterinary Dietary Supplements Market, with a 37.8% share. Personalized guidance and product variety strengthen buyer confidence.

E-Commerce is expanding rapidly, supported by convenience, subscription models, and wider brand access for repeat supplement purchases. Veterinary Hospital and Clinic Pharmacies remain influential for condition-specific recommendations. Professional advice supports credibility and targeted usage.

Key Market Segments

By Animal

• Companion Animals
• Livestock Animals

By Type

• Multivitamins and Minerals
• Probiotic and Prebiotic
• Protein and Peptides
• Omega-3 Fatty Acids
• CBD
• Others

By Form

• Gummies and Chewables
• Tablets and Capsules
• Powders
• Liquids
• Others

By Application

• Joint Health Support
• Calming/Stress/Anxiety
• Digestive Health
• Nutritional Support
• Immunity Support
• Skin and Coat Health
• Others

By Distribution Channel

• Pet Specialty Stores and Retail
• E-Commerce
• Veterinary Hospital and Clinic Pharmacies
• Others

Emerging Trends

Shift Toward Natural, Clean-Label, and Customized Supplements Shapes Trends

A key trend in the veterinary dietary supplements market is the shift toward natural and clean-label products. Pet owners increasingly prefer supplements made with herbal extracts, probiotics, and omega-based ingredients. Customization is another growing trend.

• Breed-specific, age-based, and condition-focused formulations help deliver better outcomes. The American Pet Products Association (APPA), an estimated 94 million U.S. households owned at least one pet in 2025, including 68 million dog-owning homes and 49 million cat-owning homes.

Personalized nutrition plans are gaining popularity through veterinary clinics. Innovative product formats such as soft chews, flavored liquids, and gummies are also trending. These improve compliance and ease of feeding, making supplements a regular part of animal care routines.

Drivers

Rising Pet Humanization and Preventive Care Awareness Drives Market Growth

The veterinary dietary supplements market is strongly driven by the growing humanization of pets. Pet owners increasingly treat dogs and cats as family members and focus on long-term health rather than only treatment. This mindset boosts demand for daily vitamins, joint care, digestive aids, and immunity supplements.

Rising awareness about preventive animal healthcare also supports market growth. Veterinarians now recommend supplements to manage early-stage issues such as arthritis, skin problems, and gut imbalance. This reduces future medical costs and improves animal well-being.

Urban lifestyles and nuclear families further increase supplement usage. Busy owners prefer easy-to-administer chewables and liquids that support overall nutrition. Growth in pet adoption, especially among millennials, continues to expand the consumer base for veterinary dietary supplements.

Restraints

Lack of Standardized Regulations Limits Market Expansion

One major restraint in the veterinary dietary supplements market is the lack of uniform regulations. In many regions, supplements are not regulated as strictly as veterinary medicines. This creates confusion about product quality, safety, and effectiveness.

• Limited clinical validation also affects buyer trust. Some supplements lack strong scientific backing, making veterinarians cautious about recommending them. This slows adoption, especially in professional veterinary channels. The APPA’s recent national survey also shows that around 53% of dog owners and 34% of cat owners now give vitamins or supplements to their pets, with both numbers rising each year.

Price sensitivity is another challenge. Premium supplements can be costly, which restricts use among livestock owners and budget-conscious pet owners. In developing markets, limited awareness and lower spending power further reduce market penetration.

Growth Factors

Expansion of E-Commerce and Veterinary Clinics Creates New Opportunities

The growing presence of e-commerce platforms presents a major growth opportunity for veterinary dietary supplements. Online channels make products easily accessible and offer a wide variety of choices. Convenience, discounts, and subscription models encourage regular purchases.

Rising investments in veterinary clinics and pet care centers also support market expansion. Modern clinics increasingly offer supplements alongside treatments, creating bundled care solutions. This improves product visibility and trust among consumers.

Product innovation offers another strong opportunity. Companies are developing breed-specific, age-specific, and condition-focused supplements. These targeted solutions address precise health needs, increasing customer satisfaction and market value.

Regional Analysis

North America Dominates the Veterinary Dietary Supplements Market with a Market Share of 43.9%, Valued at USD 1.4 Billion

North America leads the veterinary dietary supplements market, supported by strong pet humanization trends and high preventive healthcare spending. In this region, the market held a dominant share of 43.9%, reaching a value of USD 1.4 billion, reflecting mature adoption across companion animals. High awareness among pet owners, regular veterinary consultations, and premium nutrition preferences continue to drive steady demand growth.

Europe represents a well-established market driven by strict animal welfare standards and an increasing focus on preventive pet healthcare. Growing demand for natural, functional, and condition-specific supplements supports consistent market expansion. The region also benefits from strong regulatory frameworks that improve product quality and consumer trust.

Asia Pacific is emerging as a high-growth region due to rising pet ownership, urbanization, and increasing disposable incomes. Awareness of animal nutrition is improving rapidly, especially in developing economies. Expanding veterinary infrastructure and digital pet-care platforms are further accelerating market penetration across the region.

The U.S. plays a critical role within the global market due to advanced pet healthcare practices and strong consumer spending on animal wellness. High acceptance of daily nutritional supplements and preventive care routines supports consistent demand. Innovation in formulations and targeted health solutions continues to shape market evolution.

Key Regions and Countries

North America

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

Boehringer Ingelheim continues to shape the 2024 veterinary dietary supplements space by linking supplements with everyday preventive care in companion animals. Its scale in animal health helps it support consistent quality, science-led claims, and wider veterinary acceptance across markets. This positions the company well as pet parents increasingly look for “clinic-trusted” supplement options.

Virbac benefits from a strong veterinary-channel focus, which supports credibility in supplements that target skin, digestion, and general wellness needs. Its brand strength in pet care helps it compete on trust and formulation expertise rather than price alone. This strategy can improve repeat purchase rates where vets influence buying decisions.

AMORVET stands out as a fast-moving player that can adapt product formats and claims to local demand patterns, especially in value-driven markets. It gains traction by offering accessible supplement choices while still emphasizing everyday pet wellness. Its growth outlook is tied to expanding distribution and strengthening practitioner confidence.

Elanco leverages its established animal health footprint to support supplement portfolios that align with long-term pet health and compliance-friendly positioning. In 2024, its advantage comes from broad market reach and the ability to integrate supplements into wider health management conversations. This makes Elanco well placed to capture premium segments where owners prioritize preventive outcomes.

Top Key Players in the Market

• Boehringer Ingelheim
• Virbac
• AMORVET
• Elanco
• Vetoquinol
• Ark Naturals
• Biovencer Healthcare Private Limited
• Nutramax Laboratories Veterinary Sciences, Inc
• Zesty Paws

Recent Developments

• In 2025, Boehringer Ingelheim continues to advance animal health innovation through partnering efforts, with a 2025 outlook emphasizing R&D investments in new medicines and preventive solutions. Their animal health portfolio focuses on advanced products, though specific veterinary dietary supplement launches remain tied to broader therapeutic advancements.
• In 2025, Virbac launched Veterinary HPM, a revamped physiological food range for pets rolling out in Europe, featuring eco-responsible 100% recyclable packaging, enriched formulas with ingredients like Ascophyllum nodosum for oral hygiene, hyaluronic acid for joint support, and highly digestible rice. This update extends shelf life to 18 months while maintaining a science-based nutrition approach for veterinarians and pet owners.

Report Scope

Matcha has been a breakout star in 2025, with the vibrant green tea being found in a wide variety of both beverages and foods.

However, with this rise in popularity has come an increase in counterfeit products.

According to abc.net.au matcha labelling is almost totally unregulated and, as a result, some Japanese producers are worried Chinese producers are exploiting the growing demand by mislabelling inferior tea products as Japanese matcha. Although anyone can make matcha, these producers are claiming some of the labelling or packaging they are seeing overseas copy famous Japanese brand names, or falsely claim to be from Japanese tea-growing regions.

Matcha farmer Jintaro Yamamoto told abc.net.au that it was incredibly gratifying to see Japanese culture, or these enduring historical traditions, are being recognised by people around the world.

“It’s deeply regrettable that we cannot meet the demands of people around the world,” he said.

Quickly increasing matcha supplies is also not an option, as the green tea plants take about five years to grow. Then there’s the process to make the powder, which is painstaking and requires the farmers to shade the plants about three weeks before harvest. This increases chlorophyll and amino acids. Then, after harvest, the leaves are steamed for 10 seconds before being air-dried and ground using traditional stone mills. All up this produces about 40g an hour.

However, this is not the first time there has been a matcha shortage.

The first was in the 1990s when ice cream brand Haagen-Dazs launched its green flavour in Japan, while there was another in the early 2000s when Starbucks first began to serve matcha lattes. Between 2010 and 2023 matcha production has increased almost three-fold, while in 2024 Japanese tea exports broke records when it rose by 25 per cent in one single year.

One major issue in this is that the word “matcha” can’t be trademarked, however phrases like “Uji matcha” can be. Uji is one of Japan’s major tea-growing regions.

Japan’s Ministry of Agriculture have pushed to have trademarks like this registered overseas, and believed there had been some success in lobbying China to crack down on misleading products.

“We understand there have been instances, for example, where a Chinese company unrelated to Uji applied to register the trademark ‘Uji Matcha’ in China,” Tomoyuki Kawai from the ministry’s tea division told abc.net.au.

“But the Chinese authorities rejected it.”

The ingredient, often associated with anti-aging and longevity, was added to the TGA’s Therapeutic Goods (Permissible Ingredients) Determination (No. 4) 2025 on Dec. 10.

With this approval, dietary supplement manufacturers in Australia can now formulate NMN into their products for sale within Australia.

Prior to this, NMN dietary supplements could be made in Australia, but only for exports.

Australia is one of the few countries to approve NMN’s use as an ingredient in oral supplements.

In Japan, NMN use is already approved by the Consumer Affairs Agency (CAA) for use in Foods with Function Claims (FFC).

In Canada, NMN is also listed in the Natural Health Products Ingredients Database and can be made into supplements for adults.

The U.S. Food and Drug Administration (FDA) also declared NMN as lawful for use in dietary supplements in late September and recently sent letters to specific NMN ingredient suppliers to confirm that NMN is no longer excluded from the dietary supplement definition.

The approved NMN

The NMN ingredient approved by the TGA was sourced from Australian biotechnology company Longevity Life Sciences Pty Ltd and manufactured by Shanghai-based SyncoZymes.

Commercially available as CellVive NMN, the ingredient will initially be sold in Australia.

Longevity Life Sciences has also developed a finished product containing the ingredient, which is slated for launch in Australia, Singapore, and Hong Kong via e-commerce next March, CEO Sally Panton told NutraIngredients.

The product, named Elevate Cellvive NMN Advance, is also listed on the Australian Register of Therapeutic Goods (ARTG) database as of Dec. 11.

This is a single-ingredient product, with each capsule containing 250 mg of NMN. Based on information listed on the ARTG, the product is permitted to make indications such as “reduce free radicals formed in the body”, “maintain/support energy production”, and “maintain/support general health and well-being.”

Panton explained that the dual ingredient and product strategy demonstrates the end-to-end regulatory capability of the company’s NMN from ingredient approval through to finished product compliance.

“It also allows the company to set a benchmark for quality, formulation, and responsible claims in the emerging NMN category,” she said.

SyncoZymes was one of the NMN ingredient manufacturers that received the U.S. FDA’s letter confirming that NMN is no longer excluded from the dietary supplement definition.

The process

Panton told NI that her company, founded about three years ago, had undergone a multi-year regulatory process to secure the permissible ingredient status from the TGA.

The process required a comprehensive safety dossier, including toxicology, human clinical data, and historical exposure evidence, as well as full chemical characterization and manufacturing controls, demonstrating pharmaceutical-grade quality, consistency, and stability.

Another aspect is ensuring a clear differentiation from food and dietary supplement pathways used in other jurisdictions, positioning NMN appropriately within Australia’s therapeutic framework.

“One of the key challenges was navigating NMN’s global regulatory ambiguity—where it has been treated differently across food, supplement, and investigational drug frameworks internationally,” Panton said.

“Australia’s process demanded a higher evidentiary and quality threshold, consistent with medicines regulation rather than food law.

“Ultimately, the TGA’s decision reflects confidence in both the safety profile of NMN and the robustness of the supporting scientific and manufacturing data. Australia has now become the first country globally to formally permit NMN for use in listed therapeutic medicines, establishing a clear regulatory benchmark.”

Lucy Canny, co-founder and chief operating officer at Longevity Life Sciences, added that the regulatory approval would pave the way for NMN market transparency.

Before the approval, Australian consumers who wanted NMN supplements were getting them from overseas or from domestic suppliers who were breaching local regulations.

“This decision paves the way for NMN to enter the market transparently and with greater safety mechanisms, giving consumers and our industry partners confidence in the ingredient’s quality and evidence base,” said Canny.

Clinical trial and other plans

The company is partnering with the University of Sydney to conduct a human clinical study using its NMN ingredient next year.

It is also working with Australian research institutions in formulation-specific and indication-focused research designed for clinically meaningful applications of NMN across metabolic, cognitive, and inflammatory health domains.

At the same time, the company is seeking regulatory approvals for NMN in Europe through the novel foods pathway.

Before diving into the longevity health space, Panton and Canny co-founded the rapid diagnostic products and testing solutions company Pantonic Health.

“Longevity Life Sciences was born out of a great passion for prevention over treatment, and my background at Pantonic Health has pioneered a lot of that preventative testing in Australia,” she said.

“We had great experiences working with the TGA in bringing preventative health diagnostics through their strict regulatory framework, and when we saw the potential of NMN as an ingredient, we decided to form an entity that would allow us to bring longevity-related compounds through the ARTG,” she said.

Aside from NMN, the company is also working on other ingredients in the preventative health space that show promise in supporting healthy aging and longevity.