Report: Pet supplement sales near $3B as growth moderates

Pet supplement sales reached $2.9 billion in 2025, but annual growth fell below 3% as economic headwinds and a declining dog population tempered what had been one of the pet industry's fastest-expanding segments, according to a new report from Packaged Facts.

The market research firm's Pet Supplements in the US, 11th Edition found that after several years of pandemic-driven expansion, sales growth dropped to under 5% in 2024 before slipping further in 2025. Packaged Facts projects growth will continue in the 2%-3% range in the coming years, citing persistent economic conditions and minimal growth in the dog population as key factors.

Consumer spending behavior is contributing to the slowdown. According to Packaged Facts' December 2025 Survey of Pet Owners, 65% of pet owners reduced spending on "extras" in the past year, with the same share indicating they plan to continue doing so. Because some pet owners view supplements as discretionary, the category is vulnerable to that kind of cost trimming Package Facts noted.

Health and wellness concerns remain the primary demand driver. Packaged Facts' January 2026 Survey of Pet Owners found that the vast majority of pet owners are actively seeking products to improve their pets' health and wellness, a pattern that took hold during the pandemic and has persisted. Even so, Packaged Facts' January 2026 data showed a drop in the share of pet owners who reported increased pet spending, the first such decline in five years.

The report also notes that pet supplements continue to face competition from functional pet foods and treats along condition-specific lines, adding further pressure to the category.

Despite the moderated growth outlook, the report identifies several areas of opportunity, including proactive health supplements, cat-focused products and omnimarket strategies. Cat-specific supplements in particular are highlighted as a key area of potential expansion.

Pet Supplements in the US, 11th Edition covers historical and projected market sales through 2030, competitive strategies of key players, new product development trends, including condition-specific formulations, lifestage-focused products, feline supplements and veterinarian-developed products, and retail channel trends. The report also analyzes purchase patterns by channel and supplement type, usage by demographic cohort, and consumer insights drawn from Packaged Facts' proprietary Survey of Pet Owners.

To learn more or download the report, click here.