The Boom in Pet Wellness: How Supplements Are Reshaping the Market

Pet wellness has become a defining priority for today’s dog and cat owners, and supplements now sit at the center of that shift. More than half of dog owners (53%) give their pets vitamins or supplements, and one-third of cat owners do the same; a 6% increase from both in 2023. Over a six-year period, supplement use has surged 56% among dog owners and 70% among cat owners, signaling a sustained, long-term commitment to proactive care.

This growth reflects a broader cultural shift: owners are increasingly approaching pet health in the same way they approach their own, prioritizing daily routines, preventive care, and long-term wellness investments. Supplements have transitioned from an optional extra to an essential component of the modern pet household.

Why the Supplement Category Keeps Expanding

The motivations behind supplement use are rooted in both emotional and practical needs. Owners want their pets to feel good today, but they also want to support mobility, comfort, and overall well-being as pets age. These intentions are reflected in the products they’re choosing. Joint and mobility supplements remain the most widely used among dog owners, while cat owners tend to rely more on probiotics and digestive support. Multivitamins and digestive aids, however, resonate strongly across both species.

These priorities closely mirror the human wellness landscape. As consumers adopt daily vitamins, gut-health routines, and longevity-focused supplements for themselves, they naturally extend those habits to their pets. Familiarity lowers the barrier to trial, and routine builds the foundation for continued growth.

A Category Ready for Innovation

With supplements now woven into everyday care, manufacturers have an opportunity to lead with innovation shaped by science, convenience, and lifestyle alignment. Owners favor formats that integrate easily into their feeding routines, such as soft chews that feel like treats, liquid supplements that blend with food, or toppers that add both function and flavor.

Targeted formulas also present room for expansion. Senior dogs and cats benefit from mobility and cognitive-support blends; sensitive pets require digestion-first solutions; and skin and coat supplements address comfort as much as appearance. These needs create natural pathways for specialized SKUs, transparent ingredient lists, and premium formulations that justify higher price points.

Manufacturers that combine credible science with accessible formats and clear benefit communication will be well-positioned to capture growth.

How Retailers Can Elevate the Wellness Journey

Retailers play a crucial role in shaping how pet owners discover, understand, and adopt supplements. Because supplements sit at the intersection of nutrition and health, thoughtful merchandising can help owners feel more confident and supported in their choices.

Retailers can strengthen adoption by:

• Integrating supplements with premium food placements to reinforce a connected wellness routine.
• Using seasonal or lifestyle-driven displays, such as travel season, shedding season, or senior-pet promotions, to meet owners where needs naturally arise.

Highlighting simple, benefit-focused signage to streamline browsing and reduce confusion for first-time buyers.

Marketing to the Wellness-Focused Pet Owner

Today’s pet owners respond to messaging that blends emotional resonance with practical clarity. They want to understand not only what a supplement does but also how it supports their pets' long-term health, daily comfort, and overall improved lifestyle. Framing supplements as part of a daily ritual, much like human multivitamins or probiotics, helps normalize the category and strengthens trust.

This is especially effective for Millennial and Gen Z pet owners who already maintain personal wellness routines. When pet products reflect the same priorities, prevention, longevity, and routine, they feel intuitive and aligned with their values.

Looking Ahead: Supplements as a Long-Term Growth Engine

As owners continue redefining what it means to care for their pets, supplements will remain one of the most resilient categories in the pet care industry. Growth will likely continue through specialized formulations, ingredient transparency, integrations with food and treats, and higher-end products that deliver targeted benefits.

Supplements have evolved from an optional add-on to a fundamental part of modern pet care. As proactive wellness becomes the cultural norm, manufacturers and retailers have an important opportunity to meet owners’ expectations for clarity, convenience, and long-term support.

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