Pawsome Products: Emerging Trends in Pet Health Supplements

by Mike Straus | January 31, 2025

Here’s how the pet health market is evolving.

The pet health supplements and natural products market is on a tear. Grandview Research pegged the market’s size at $2.49 billion in 2023, with its total value expected to grow at a rate of 5.9 percent through to 2030. Rising demand for pet health supplements, according to Grandview Research, is attributed to an increase in pet humanization. As more pet owners view their pets as people, consumers’ focus on pet health and well-being will only grow. Here’s what supplement retailers need to know about pet health products in 2025.

Pet Health Market is Robust

The state of the pet health market is one of strong growth. Cheryl Myers, chief of scientific affairs and education at Terry Naturally by EuroPharma in Green Bay, WI, said that just as in human health and nutrition, nutritional supplements are one of the first options people turn to when trying to help their pets with a variety of health issues.

“Interestingly, PetFoodIndustry.com reported that a survey from Packaged Foods found pet supplement sales exceeded $2.7 billion in 2024,” Myers noted. “Of that market, 77 percent is canine, versus cats at 21 percent. In this case, joint and hip support supplements are purchased most often.”

Myers pointed to market data by Pet Food Processing, which found that calming, digestive and allergy-relieving supplements are top sellers. The emerging trend in these reports, Myers explained, is that the most popular supplements are those associated with observable conditions and issues. Furthermore, she said, pet owners are looking at preventive care and helping their pets live longer lifespans.

Kristin Chapman, MSc, is the category manager for pet health at Life Extension in Fort Lauderdale, FL. Chapman said that the market for pet health supplements is dominated by dogs followed by cats. She noted that growth is especially apparent in online sales.

“People treat their pets like family,” Chapman explained. “Trending products in the pet health space include condition-specific supplements, such as joint health, coat care and stress-relief supplements, in addition to traditional multivitamins.”

Joseph Cool, category manager at NOW Pets in Bloomingdale, IL, said that American pet owners who take supplements themselves are more likely to administer supplements to their pets. He noted that according to Pet Food Processing, 42 percent of pet supplement shoppers give their pets supplements daily.

Pet Supplements Take Center Stage

There are a variety of trending products in pet health. Cool said that pet owners are taking a comprehensive approach to pet health that goes beyond just the food pets eat, with supplementation taking center stage. Cool noted that pet health supplements often mirror trends in the human health market, and thus, leading supplements for pets include fish oils, joint health products and probiotics.

“People are recognizing the benefits they receive from food-based natural supplements and are keen to provide those same health benefits to their pets,” Cool explained. “With more products flooding the market, there is increasing concern for safety in supplementation for pets. Pet owners are relieved to find pet-focused, gentle, food-based effective supplements that have been carefully validated for pet health.”

Suppliers have recently introduced a variety of new products for pet health, taking advantage of the market’s momentum to open new sub-verticals within the pet health category. In 2024, EuroPharma’s Terry Naturally Animal Health released three new products: Active Mobility, Calm Chew and Healthy Teeth & Gums.

Active Mobility is a proprietary blend of EuroPharma’s BOS-10 boswellia, glucosamine, chondroitin, hyaluronic acid and type II collagen. This joint health blend promotes collagen production, lubricates joints, relieves joint pain and helps dogs stay mobile. A recent clinical veterinary study examined the effects of a nutrient combination including type II collagen and found that dogs with osteoarthritis taking the nutrient combination exhibited a superior ability to rise to a standing position after laying down.

“Although botanical ingredients for joints typically tend to become more effective over time, some dogs may show improvements relatively quickly,” Myers said. “In a multi-center veterinary clinical trial, 71 percent of canines with chronic joint and spinal conditions saw noticeable results in just two weeks. They showed less joint stiffness, an improved gait, and reduced joint pain.”

Calm Chew is a combination of taurine, thiamine, inositol, l-theanine and lemon balm that works to stabilize canine emotions and behavior. Myers explained that Calm Chew works in a variety of ways to help reduce canine anxiety and its associated negative behaviors.

“Taurine protects brain cells from oxidative damage, which can help your dog cope with occasional or chronic stresses,” Myers said. “Taurine not only keeps normal nerve signals running properly, but it also boosts levels of glutathione, one of the most important naturally occurring antioxidants in the body.”

Glutathione, Myers explained, stabilizes cell structures and reduces inflammation to calm otherwise excitable reactions in the brain.

Myers also recommended L-theanine as an emerging supplement that’s helping nervous pets stay calm. L-theanine is an amino acid that is unique to green tea and that is considered responsible for the drink’s calming properties.

“One of the reasons L-theanine works so well is that it outcompetes compounds that create disturbing levels of excitement in the brain,” Myers said. “It may also increase serotonin and dopamine levels, natural neurotransmitters that help keep mental states on an even keel.”

L-theanine, Myers said, is ideal for any dog that becomes fearful or stressed due to loud noises like thunderstorms or fireworks. She noted that veterinary studies have found that L-theanine reduces the common panic-related symptoms caused by storms—symptoms like hiding, panting, pacing, drooling or excessively following the human companion.

Meanwhile, Life Extension in Fort Lauderdale, FL has recently introduced its new DOG Stress & Behavior formula, which helps to promote calm and relaxation in dogs. Vanessa Pavey, ND, education scientist at Life Extension, said that these bacon-flavored soft chews provide 50 mg of L-theanine and 1 mg of melatonin per dose. Melatonin, Pavey noted, is a naturally occurring hormone that helps to encourage a healthy response in stressful situations.

“There are specific nutrients to help canine behavior,” Pavey said. “Barking and whimpering are no fun; and fortunately, melatonin and theanine have been shown to reduce signs of stress in dogs. Melatonin is naturally occurring in dogs and is commonly used by veterinarians to help promote calmness. L-theanine is an amino acid found in green tea that can help to relax and soothe due to its calming properties. Both nutrients help to encourage a healthy response to stressful situations.”

One open-label prospective study on 18 dogs with a history of storm sensitivity examined the effects of L-theanine on canine behavior manifestations of storm sensitivity over the course of four weeks or until five recordable thunderstorms had taken place. The study found that there was a statistically significant decrease in global anxiety scores from baseline to exit evaluation; furthermore, the dogs took significantly less time to return to baseline.

Joint Health Supplementation Remains Popular

Veterinary joint health supplements have been popular for some time, and that trend shows no signs of stopping. Cool said that the most recent addition to the NOW Pets line of supplements is the company’s branded UC-II Advanced Joint Mobility formula. This formula was designed to help maintain cartilage and connective tissue in dogs and cats.

“Formulated with Lonza’s UC-II ingredient, a unique form of collagen with undenatured type II collagen, UC-II supplementation is shown in clinical trials to ease joint stiffness due to normal daily exercise,” Cool said. “NOW also uses this ingredient in some of our joint health supplements for people. Other ingredients include glucosamine HCI, MSM and boswellia extract.”

NOW Pets’ best-selling supplements over the years have included L-lysine for cats, as well as Omega-3 Support, Pet Allergy and Joint Support supplements. Cool explained that these products follow suit with what is trending in human health supplement categories, as well as seasonal trends.

NOW Pets’ Advanced Joint Mobility with UC-II, which was formulated by veterinarian Dr. Barbara Royal, uses Lonza’s branded UC-II ingredient, an undenatured type II collagen that has been found in studies to significantly decrease post-activity joint discomfort, improve knee extension and increase range of motion in humans. In dogs with joint stiffness, UC-II supplementation has been shown to reduce occasional stiffness by up to 91 percent.

For Animal Nerve Function

Animals, just like humans, are susceptible to various harsh conditions that can challenge proper nerve function and healthy joint function.

• AgmaVet by Gilad&Gilad is a product for animal food that addresses these issues. AgmaVet capsules contain only G – Agmatine (450 mg per capsule). AgmaVet does not contain any allergens, preservatives or additives.

• AgmaVet recommended daily dose-range for adult animals (depending on body weight): Cats – 1 capsule or less. Dogs – 1 to 4 capsules. Horses – 10 to 64 capsules.

• AgmaVet is given with meals or as recommended by a veterinarian or health care professional. Digestive Health a Priority

Myers explained that digestive health remains a top priority for pet parents, and emerging evidence has shown that probiotics can be useful in that arena. EuroPharma’s Probiotic Daily is formulated for dogs to help maintain healthy beneficial gut bacteria levels, help dogs absorb nutrients from food, and aid in digestion and overall bowel function. Myers noted that veterinary studies have established the benefits of probiotics in dogs, particularly when it comes to calming the symptoms of intestinal bowel diseases.

“By correcting bacterial imbalances and getting rid of harmful bacteria that can infiltrate your dog’s digestive system, you can also reduce the inflammation and potential gut damage that comes about with stomach and intestinal disorders,” Myers said. “One study reported that all digestive symptoms improved in dogs given a blend of probiotics; that’s most likely because the treatment reduced levels of inflammatory cytokines in the gut and drove down levels of harmful bacteria.”

Myers explained that probiotics are an excellent natural intervention for animals with dietary sensitivities that can’t be pinned down to a specific cause. One veterinary study with German shorthair pointers found that adding a probiotic to the dogs’ nutritional regimen improved the frequency, consistency and overall makeup of their bowel movements. Furthermore, the probiotic also decreased concentrations of harmful gut bacteria like E. coli.

“Probiotics can do great things for dogs with IBD (inflammatory bowel disease),” Myers said. “These beneficial bacteria can inhibit intestinal permeability, boost levels of T-helper cells to stop IBD symptoms and may even help reduce allergic symptoms.”

Myers noted that the digestive tract is tied to the immune system in dogs just as much as it is in humans, which includes times when the immune system overreacts in unhelpful ways, such as with allergies. She cited the results of a study on puppies with atopic dermatitis due to allergens; in this study, the puppies were given probiotics for six months, which appeared to correct the problem. The benefits of the probiotics lasted up to three years after probiotic administration was discontinued, indicating a prolonged effect.

Myers noted that a lack of helpful bacteria in the gut can also be an indicator of stress in animals; one veterinary study found that certain types of gut bacteria were associated with either aggressive or non-aggressive behavior. Furthermore, some strains of bacteria were associated with higher levels of cortisol and lower levels of serotonin, indicating that the gut-brain axis works in dogs much as it does in humans. Myers said that adding probiotics to a dog’s diet may be beneficial for issues well beyond digestion.

Promoting Retail Sales of Pet Supplements

As the pet health market continues to grow, supplement retailers can take advantage of this momentum using a variety of smart tactics. Myers said that wise retailers are including separate, defined sections on pet care in their stores. She explained that pet health supplements are a huge niche for retailers, with supplements showing up in health food stores, pet food stores, and even through mail-order brands like BarkBox and Chewy. Therefore, devoting dedicated floor space to pet health is a winning move.

But it’s not enough to just have a separate pet health section; retailers need to staff that section with knowledgeable employees. Chapman explained that emphasizing the benefits, science and quality behind a pet health brand or product is the best way to promote pet health sales.

For Cool, though, it’s not just about sales – it’s about education. He noted that it’s critical to ensure your staff are educated on pet products and can speak about the specific brands you stock. Suppliers like NOW Pets regularly offer webinars and resources to spread product knowledge and help retailers grow sales.

“Retailers can increase sales by having supplements tied into off-shelf displays with food, treats, and other animal companion-focused products,” Cool noted. “Having these products near the checkout registers allows employees to have customer interactions and advertise these products whenever possible.”

Cool said that pet owners are increasingly interested in pet health products made with clean, food-based ingredients. Consumers, he noted, want to have confidence in the integrity of the suppler and confidence in the ingredients on the label. These consumers, he explained, are looking for organic, U.S.-made ingredients in an easy-to-administer format. Pet owners appreciate combinations that can offer balanced support for their pets and often come in looking for specific ingredients with specific benefits.

Pet Health Products Set to Grow

The pet health supplements market has diversified in recent years, with emerging supplements targeting specific, observable health conditions. Rather than seeking overall health support for their pets, consumers are seeking out solutions for problems. Joint health, coat care, digestive health and stress relief are all trending functions in pet health as pet parents look to improve their pets’ quality of life. Consumers are increasingly seeking out education around pet health, and retailers who can provide that education—along with quality, condition-specific products—will find the pet health market to be a lucrative one.VR