The U.S. pet supplement market ranges from US$2.9 billion to nearly US$5 billion, depending on the data source and how they define supplement products. Yet, most pet market experts agree it’s a high-growth category, despite a recent slowdown in sales increases. That’s thanks to pet owners’ deep bond with their pets and commitment to being more proactive about their pets’ health and well-being, as well as their demand for a greater variety of products and delivery formats.
As proof, 2025 data from MarketPlace/Nextin shows 17% of U.S. cat owners purchased cat supplements in the previous 12 months, and another 16%, who bought so-called functional cat treats but not supplements, are strong prospects to become supplement buyers. Clues to that propensity, according to Nicole Hill, VP of strategy and innovation for MarketPlace, include their purchases of consumables for indoor cats, dental care and grooming products.
Several “need states,” or benefits, drive the cat owners buying pet supplements, such as daily wellness, digestion/sensitive stomach, dental/breath care, gut health, immune support and joint health, Hill said in a September 2025 webinar for the National Animal Supplement Council (NASC). These mostly align with the benefits guiding all cat consumables (cat food, treats and supplements), though indoor cat issues, skin care, urinary care, weight management, calming and others make the overall list, too.
And in terms of ingredients in cat treats and supplements, cat owners are seeking ones like pro- and prebiotics, omega 3 and 6, antioxidants, glucosamine and collagen, along with vitamins and minerals like zinc and B-complex, according to Hill.
For dog owners, need states or benefits driving purchases in consumables (dog food, treats and supplements) include joint health, skin and coat, daily wellness, digestion, weight management, anti-anxiety/calming, allergy relief, gut health, immunity and senior wellness, MarketPlace data shows. The list of ingredients and vitamins sought in dog treats and supplements looks similar to the one for cats: antioxidants, pro- and prebiotics, B-complex, collagen, biotin and chondroitin.
With supplement formats, soft chews and chewable tablets are the most popular, according to Packaged Facts, though Hill said the real movement is in “food-adjacent” delivery systems like supplement-sauce food toppers, broth-like liquid supplements and highly palatable powder food toppers. Though some of those formats could be problematic from a regulatory standpoint, NASC said, their growing popularity, combined with that of supplements, highlights the way the pet consumables market keeps expanding and responding to consumer desires.
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