The Pet Health Market: More Humanized Than Ever

The pet health market has been booming as consumers spend more money than ever on their dogs and cats. A 2023 consumer survey by MarketWatch found the average person spent $876 on their pet per year, up from $460 per year in 2013. The American Pet Products Association expects U.S. consumers will spend $157 billion on their pets by the end of 2025, up from $151.9 billion in 2024.

According to Packaged Facts, the pet supplements market reached just over $2.7 billion in 2024, a 19% increase from 2022 and a nearly 20% CAGR since 2018. Supplements for dogs represented 77% of the market, followed by cat supplements, which made up 21% of all sales.

In the past, pet supplement trends followed the human nutrition world on a delay of about 4-5 years, but product development is more immediate today, noted Caitlin Donohue, global marketing director of pet and animal well-being at ADM.

People tend to project their own health concerns onto their pets, and hone in on issues that are immediately apparent like skin or digestive problems, or declines in mobility. “Consumers are looking for value but they’re also looking to spend what they can, and they’re looking for specific health claims that meet their pets’ unique health needs,” said Colton Clason, senior marketing manager of pet nutrition at ADM.

“Pet owners aren’t just treating problems, they want to prevent them and support long-term wellness, much like they do for themselves. That’s driving interest in life-stage-specific formulas for things like joint health in senior pets,” said Ben Winters, company director at Aroma NZ.

“An increased focus on preventative medicine has been trending in the U.S. human health market, and we’re seeing that more now with pet owners as well,” said Renee Simovart, director of pet products at Standard Process veterinary formulas.

Humanization Continues

There’s some logic to humanizing the health challenges pets face, Simovart noted. “Many of the major pet health concerns are following the human market, such as an increase in allergies, diabetes, gastrointestinal issues, obesity, and cancer,” she said. “Furthermore, they’re being caused by the same issues like highly processed foods, environmental toxins, and lack of exercise.”

Companies are also validating specialty ingredients from the human market for animals. “With humanization also comes premiumization, another key trend driving the pet nutrition segment,” said Kevin Owen, PhD, associate director of key accounts and global animal health lead at Lonza. “As more pet owners identify as pet parents … they feel emotionally responsible for their pet’s long-term well-being and are willing to trade up and pay more for transparent, effective, and science-backed solutions.”

“What’s especially exciting is the surge of interest in longevity, cognitive health, and stress support for pets, mirroring the human market’s growing emphasis on aging well and living better longer,” said Ariati Aris, PhD, scientific affairs specialist at PhytoGaia, which recently launched PetGaia, a natural palm fruit extract complex that delivers a full spectrum of tocotrienols, tocopherols, plant squalene, and phytosterols.

Fermentation has garnered a health halo in human supplements, and fermented pet food toppers are also gaining traction, noted Joni Kamlet, RVT, director of practitioner and pet supplements at Real Mushrooms and sales associate with its parent company, Nammex. She pointed to Green Juju’s variety of fermented supplements for dogs, such as its raw goat milk, kombucha, and apple cider vinegar whole food supplements, fermented beet and turmeric pastes, and a Wild Fermented Mushroom Probiotic.

“The idea of ‘healthspan,’ or the number of years lived in good health, isn’t just a human trend, it’s a pet priority,” said Owen. “This has led to a surge in solutions that offer effective mobility and joint health support, which is crucial for keeping animals active and comfortable as they age.”

Fitness trackers, consumer-grade continuous glucose monitors, and biomarker testing services have shaken up the human health and wellness world. Could big data be coming for pet supplements?

“It’s striking how functional medicine doctors approach human health; they don’t just throw out generic advice, they start with deep lab analysis of blood, stool, saliva, and other testing to see exactly where a person is physically,” said Winters. “Then they build tailored supplement and lifestyle recommendations, and retest later to validate progress. Pets have their own genetic factors, activity levels, and microbiome profiles.”

At-home test kits for pets, however, only lead to general recommendations and leave much to be desired, he noted.

Recently, PetPace launched what it reported to be the first veterinary-grade pet collar for dogs that tracks several data points and provides AI-driven analytics on biometrics like temperature, pulse, respiratory rate, heart rate variability, behavior, sleep quality, activity, and posture.

“It is a dog’s natural instinct to mask their pain and discomfort until the disease has progressed,” said Asaf Dagan, DVM, co-founder of PetPace. “PetPace’s proprietary continuous monitoring of critical biometrics enables the early detection of health problems that may have otherwise gone unnoticed. Other smart collars measure only a few vital signs, which are insufficient to accurately determine a dog’s overall wellness or early warning signs.”

Clason noted that people want to share indulgent experiences with their pets. ADM has developed a donut-treat prototype that features a short ingredient list and natural coloring from blueberries. “Human food brands are also entering the pet market with analogs to their foods, so pet owners can share the experiences they enjoy with their pets,” noted Clason, offering Starbucks’ Puppuccino and Dole’s Freshly Fetched Dog Chews as examples.

On a broader scale, cross-pollination between the food and animal feed industries will continue to boost this trend, noted Donohue. Meanwhile, General Mills recently acquired Fera Pets, and H&H Global recently acquired Zesty Paws.

Animals’ Unique Needs

There are complexities to consider in working with animals. There are nuances “rooted in species-specific biology, behavior, and even breed differences,” said Aris.

“One of the most important concerns is nutrient over-supplementation, especially when it comes to fat-soluble vitamins like A and D,” he said. “Unlike humans, pets metabolize and store these nutrients differently.” Further, “certain dogs and cats are genetically predisposed to issues like joint degeneration, urinary tract problems, or sensitivities to particular proteins or minerals.”

“Feline herpes virus, showing up as chronic eye discharge and respiratory issues in cats, and hairball management are unique to cats,” noted Winters. “Dogs also face breed-specific issues like predisposed joint problems, skin sensitivities, cardiovascular concerns linked to breed-specific heart-disease risk, and age-related cognitive decline.”

Similarly, as flea, tick, and mosquito infestations get worse each year, “many pet parents are trying to avoid toxic chemical treatments, and are looking for more natural alternatives,” said Kamlet. Many natural products to prevent fleas and ticks often need to be layered, which is time-consuming and expensive, she said.

Dinesh Patolia, global business development director at IFF, noted that for these reasons more attention should be paid to breed-specific vulnerabilities, as opposed to generalized health claims.

“Additionally, behavioral health has emerged as a significant focus,” such as the anxiety, aggression, or stress particular to rescue animals, or changes caused by shifts in household dynamics post-pandemic, he noted.

Palatability Challenges

Ensuring that pets enjoy a product is even more important than in the human supplements market given how sensitive animals are to bitter smells and tastes. Formulators can sometimes underestimate how much of an uphill battle it is to create a supplement a dog or cat will ingest willingly, Donohue noted. For that reason, formulation-flexible options such as postbiotics instead of probiotics are sought-after.

“Consumers are looking for solutions that are already included in kibble, or that can easily be added as a topper or treat. Whether it is in food, treats, or toppers, it is becoming increasingly recognized that there is a need for functional ingredients which can survive manufacturing processes” for these super-palatable formats.

Very few probiotics, like the types of Bacillus species that can survive high-heat applications, are compatible, said Mark Walin, senior vice president of business development and marketing at BIO-CAT. Consumers “should look for shelf-life guarantees, and avoid ‘formulated to contain’ statements to ensure the product’s ingredients are still active when it’s time to be consumed.”

Older animals experience declines in appetite, underscoring the need for brands to emphasize palatability when targeting senior animals, said Patolia.

Joint Health

Joint health is crucial to longevity, and represents a large segment of the pet supplement market.

Eric Anderson, managing director of NXT USA, noted that just like in the human nutraceuticals market, people want to see fast-acting relief for their pets. Joint health formulas shown to work in a matter of days, for instance, are attractive. 

In a sea of joint health products supported for use in humans, conducting thorough veterinary studies on joint function in animals can be a competitive edge.

“One customer of ours said that inflammation in horses is an issue, so we put together a clinical study in 2022, (published) in Veterinary Medicine and Science,” said Anderson. The 12-week study found that, in 20 adult male and female horses, treatment with a tamarind and curcumin extract complex branded as TamaFlex Equine was associated with improvements in veterinarian observations and blood tests on inflammation biomarkers.

“After 28 days, we saw a 28% improvement in lameness score, which rose to 85% by the end of the study,” said Anderson. “Biomarker improvements validated the observations.”

Lonza’s UC-II undenatured type II collagen ingredient has been the subject of several companion animal studies, noted Owen. In dogs with osteoarthritis, a study found that a 40 mg daily dose reduced veterinarian-evaluated joint pain scores by 81%, and exercise-induced pain by up to 90% after 150 days (Journal of Veterinary Pharmacology and Therapeutics, 2007). Another pair of studies published in Translational Animal Science in 2021 and 2022 found that 13 weeks of supplementation in healthy and active dogs showed reduced inflammatory markers and cartilage degeneration after long runs, compared to dogs receiving a placebo.

Weight and Metabolic Health

While most people can recognize obesity in themselves, they often have a hard time recognizing it in pets. According to a survey by dog food company Ollie, 60% of people have overweight dogs, but 60% also reported that their pets were at an ideal weight, reflecting a gap in perception. Many dog owners said they were worried about overfeeding when preparing their dogs’ meals (59%) and that their dogs may become obese within the next year (26%).

Pet supplement brand Zesty Paws recently launched Vet Strength Weight Management Bites for Dogs, a formula the company said can support gut health, metabolism, and even a sense of fullness after eating. The product contains probiotics, amino acids, fiber, and B vitamins and is designed to address chronic issues that may occur due to excess weight. It’s intended for use in combination with exercise and a healthy diet. The bites, when used as a replacement for a standard treat, can assist with fat metabolism, the company reported.

Diabetes is also an increasing concern for dogs and cats, though much less prevalent in animals than in humans. “Aroma NZ has developed a patented, novel ingredient from the dahlia flower for healthy blood glucose levels in humans, with a unique mechanism of action that we believe shows promise. We’re exploring how this might eventually be adapted for pets, especially since there’s such a strong unmet need for natural blood sugar support,” said Winters.

A soon-to-be-published clinical study completed in May found that ADM’s B. animalis subsp. Lactis CECT 8145, in both probiotic and postbiotic form, was associated with improvements in measures of metabolic health and blood sugar management in adult dogs. In 45 healthy dogs, supplementation was associated with significant reductions in postprandial blood glucose levels during a weight loss phase, as well as beneficial changes in certain hormones and markers of liver function.

Microbiome Modulation

The microbiome is generating significant buzz in the pet nutrition world. “The gut’s central role in overall health remains universal,” said Jeff Alix, director of business development for microbiome, taste, and pet food at dsm-firmenich. “Pet owners are increasingly attuned to this connection.” Per FMCG Gurus, “63% of pet owners said they want to see ‘helps aid digestive health’ on pet products, and 51% prioritize claims supporting immune health,” Alix noted.

“Translating human solutions to pets poses some challenges, from species-specific microbial differences to pet food formulation limits,” he continued. To address these challenges, dsm-firmenich introduced the postbiotic LBiome to the pet supplements sector. The postbiotic formulation, which contains inanimate strains of Limosilactobacillus fermentum and Lactobacillus delbrueckii along with metabolites, is stable through heat processing and easy to incorporate into pet foods, the company said. It has been shown to support digestive health and mood in companion animals, without impacting palatability.

There’s some overlap between the microbes found in humans and animals. “Both the human and canine microbiomes are characterized by a predominance of two phyla of bacteria that constitute 90% of the human biome and 95% of the canine biome,” said Robert Silver, DVM, expert in veterinary integrative medicine and chief veterinary officer at Real Mushrooms.

There are notable differences in the remaining bacterial populations of humans and canines, but overall, dogs are similar to humans compared to other species. Humans and dogs share many of the same disease states that cause gut disruptions such as obesity and inflammatory bowel disease, said Silver.

“This means that many of the same therapeutic strategies and commercial products designed to improve the human microbiome can also positively influence the canine microbiome,” he said. However, there is a common misconception based on human results that a biotic supplement alone can significantly contribute to improvements; rather, a layered approach involving overall diet is needed.

Simovart concurred, noting that probiotics alone struggle to colonize without continued supplementation combined with whole foods supportive of gut integrity, due to structural differences in animals’ digestive tracts. “Testing an animal’s microbiome can help guide the selection of probiotic supplements … This personalized approach is especially useful in animals with chronic gastrointestinal issues, weakened immunity, or after antibiotic use.”

Just like in human product concepts, ADM’s pet microbiome product concepts feature a combination of pre-, post-, and/or probiotics for enhanced effects.

ADM’s Digestive Soft Chews concept features the prebiotic Fibersol and DE-CA9, a spore-forming probiotic that can withstand the production environment of cold extrusion. “We can count the number of colony forming units in a finished soft chew after manufacture to ensure it’s efficacious, and both ingredients are found in the AAFCO manual, so they can be included in foods and dog treats as well as supplements,” said Donohue.

BIO-CAT is also focusing resources on proactive microbiome solutions, said Walin. “Dog owners tend to see more GI issues with their pets due to potential environmental exposure to pathogens, like staphylococcus and E. coli, especially when dogs explore their environment on walks, playing in a park, or even just in the backyard.” Probiotics to address these threats, known in the pet market as direct fed microbials, are “universally a standard functional ingredient nutritional protocol,” he said. 

“BIO-CAT has selected probiotics that demonstrate benefits to maintaining a healthy gut flora, helping keep digestive discomfort at bay. Pet owners can also see a direct benefit in GI health when cleaning up after their pets, as probiotics can have a benefit on stool quality and consistency,” Walin added.

Digestive enzymes also contribute to proactive gut health support in companion animals, noted Walin. These enzymes can be tailored to an animal’s age. For example, puppies require protease enzymes to help break down protein-rich dry food during critical growth stages, and older dogs might need softer food with more fat-digestible ingredients, which is when lipase enzymes can help.

Compared to the gut, the differences between the oral microbiome of a human and animal are much more vast, warranting the use of novel strains rather than those validated in people, noted Donohue.

ADM uses a postbiotic version of its L. plantarum strain in a dental stick that isn’t found on the human supplements market, but has been shown to prevent plaque- and tartar-forming bacteria from forming colonies in a dog’s mouth. “While other formats might be easier to work with, dental sticks are the best move for oral health, as they create a greater amount of contact time and scrape against the teeth,” Donohue said.

While not a severe health issue, bad breath can also be a target for microbiome products. A double-blind, placebo-controlled study published in the journal Animals this year involved administering a postbiotic marketed as SuperCulture Pet Oral by Kingdom Supercultures to dogs over a period of 14 days, without the dogs receiving oral chews, treats, other supplements, or dental cleaning at baseline or as part of the study.

The authors then analyzed the amount of odor-causing volatile sulfur compounds present within the dogs’ mouths, and found they were reduced by 27% over the treatment period, which is about twice as effective as standard dental chews. Notably, the postbiotic was administered in a powdered form over food, indicating the benefit was independent of the mechanical action of chewing.

When it comes to proving a product’s efficacy, it’s often useful to test for changes consumers can easily notice. “We think that bad breath is something that is top of mind for pet parents and is very obvious. You can tell very quickly if your dog has nasty breath, so that’s why we started here,” said Ravi Sheth, PhD, co-founder of Kingdom Supercultures.

“We’ve already conducted four clinical studies on our Superculture Pet Oral ingredient and are continuing our clinical validation,” Sheth added, noting a range of biomarkers beyond bad breath to investigate, like shifts in oral microbiome, biofilms, plaque, and tartar.

The strain was tested in a powder food topper, rather than in a dental chew, to validate the ingredient in broader formats for greater market access, Sheth said. Oral microbiome ingredients often require substantial contact time with teeth, and since dogs aren’t particularly good at following instructions, it was important to find a unique probiotic strain that doesn’t rely on this mechanism.

“Mechanical action can get you pretty far — think tooth brushing. But we still think there is more efficacy that can be delivered through ingredients, for example, getting into teeth crevices that wouldn’t be impacted by mechanical action and uniquely driving further bad breath reduction that wouldn’t otherwise be possible.”

Stress

Testing whether a functional product can support mood and stress is no simple matter. While many products on the market already make stress-related claims, they often feature pet-safe botanicals with data extrapolated from human clinical studies, noted Donohue.

“There are ways to do this, with stress-inducing environments like a car ride, after which you can measure biomarkers,” said Donohue. “We need to treat animals ethically, so there’s not much we can do to expose them to much stress. We can rely on consumer surveys where we ask owners how dogs are doing when going for a walk or when they leave the house, which can cause separation anxiety. We’re still looking into how we can measure changes in animals’ stress in an ethical way that doesn’t involve intentionally stressing them out.”

Supporting stress management and the effects of age-related cognitive decline are major unmet needs in the animal care market, noted Simovart.

Standard Process, through its Veterinary Formulas line, recently launched Calming Comfort Pro for cats and dogs, which features an amino acid blend containing GABA, L-theanine, and L-tryptophan, along with magnesium. The product is formulated to regulate neurotransmitter activity by promoting the production of GABA. The supplement also features ashwagandha, bovine colostrum, and thymus proteins to aid in supporting overall health.

Alix concurred that GABA production is a key target. “A particular misconception is that gut health in pets only affects physical health. In truth, the gut-brain axis plays a key role in emotional well-being. LBiome has shown promising anti-stress effects. This is partly due to the production of GABA … which can help reduce neuronal excitability and promote calm. These findings open the door for microbiome solutions that support not just physical health but also behavioral wellness in pets.”

Skin Health

Whether due to allergy season in the summer, or in dry conditions of winter, skin health issues are one of the top animal supplement purchase drivers. The gut-skin axis is emerging as a means of maintaining a healthy skin and coat.

ADM recently launched a blend of three bacterial strains from its library shown to promote healthy skin in dogs and cats through modulation of the gut microbiome. The company developed a postbiotic sachet prototype designed for convenience and ease of use. Brands can utilize claims related to skin homeostasis and others that are in alignment with those recommended by the National Animal Supplement Council (NASC).

Alternative Proteins 

Alternative proteins have been catching on in the pet nutrition space, as people perceive variety in protein sources as healthy.

“We’re pursuing opportunities in the pet market to formulate with some of our plant-based and insect-based proteins, which are alternatives to traditional protein ingredients and can also mix well with animal proteins to provide a mix of sources,” said Clason. “As pet parents try to consume more plant proteins, we’re seeing that projected onto their pets as part of the broader humanization trend within this market.”

Sustainable proteins are also garnering interest, “so we’re investing heavily into supporting claims related to climate impact,” he said.

ADM launched its Buzz Bar product concept, which is AAFCO-compliant as a complete feed, and is intended to function as a meal replacement. The on-the-go protein bar combines soy protein with ADM partner Innovafeed’s Hilucia black soldier fly larvae protein and MCT-rich oil. It also features cranberry, oats, and a bacon-flavored palatant. While the research is still in very early stages, insect protein sources such as black soldier fly appear to offer oral health benefits related to tartar and plaque control, noted Clason.

Winters concurred that insects and alternative proteins will continue to gain traction as eco-conscious consumers look to climate-friendly options for their pets. “Eco-conscious consumers are drawn to brands that embrace sustainable packaging and environmentally responsible sourcing.”