Pet owners are increasingly prioritizing their pets' health, and many are willing to spend extra on supplements with functional ingredients. ADM's recent consumer research reveals a growing enthusiasm for these products, fueled by a combination of health-conscious concerns and innovative product formats.
The global pet treat and supplement market is forecasted to grow at an 8% CAGR through 2028. According to ADM's research, 85% of global pet parents believe proper nutrition and supplements are as important for their pets as they are for themselves.
Here's a closer look at the trends driving this demand:
Pet owners are increasingly prioritizing their pets' health, and many are willing to spend extra on supplements with functional ingredients. ADM's recent consumer research reveals a growing enthusiasm for these products, fueled by a combination of health-conscious concerns and innovative product formats.
The global pet treat and supplement market is forecasted to grow at an 8% CAGR through 2028. According to ADM's research, 85% of global pet parents believe proper nutrition and supplements are as important for their pets as they are for themselves.
Here's a closer look at the trends driving this demand:
1. A focus on pet health and longevity. Pet parents want their furry friends to stay healthy, and they’re investing in supplements that support key areas like dental and oral health, skin and coat care and healthy aging. Claims backed by scientific research resonate strongly, and a recommendation from their veterinarian is often the deciding factor for many buyers.
2. Improved formats and flavors. Soft chews are leading the way as the most popular pet supplement format, thanks to their convenience and palatability. However, the product has to pass the ultimate test — pets must actually eat it. If a dog or cat rejects a supplement, pet owners are unlikely to repurchase it, making taste and texture essential for success.
3. Increased awareness of the microbiome. As human consumers become more familiar with prebiotics, probiotics and postbiotics for their own gut health, they’re seeking similar solutions for their pets. Digestive health remains a top priority, and the potential of biotics to ease tummy troubles in pets is a promising trend that’s gaining traction.
4. Science and data drive trust. Consumers are drawn to supplements with clear, evidence-based benefits. Research showing how functional ingredients improve pet health not only justifies the higher price point but also builds trust and brand loyalty among pet owners seeking the best for their animals.
According to ADM, this shift in pet supplement trends highlights how pet owners are aligning their purchasing decisions with their growing understanding of health and wellness — for themselves and their pets. For those interested in deeper insights, the Global Pet Supplements Report offers a detailed look into these evolving preferences.
