Pet Food Additives/Supplements

Industry Voices
Pet wellness market tops $5 billion, attracts investors
The U.S. pet wellness category is larger and growing faster than many industry estimates suggest, drawing strong investor interest, L.E.K. Consulting's Lauren DeVestern told attendees at the 2026 NASC Annual Conference.
L.E.K. Consulting's Lauren DeVestern said long-term demand, channel success, high customer retention and clear brand differentiation support the pet wellness category's value.
Market Trends and Reports
Hydration trends in the pet food market
Pet owners are increasingly aware of their pets’ water intake and hydration needs, leading to an expanded market segment.
Hydration Trends
Something to Chew on
Pet supplements: Owners seek variety for their pets’ health
Ongoing growth in the pet supplement market, including the types of products, is in response to owners’ desire for more ways to ensure their pets’ health and wellness.
Debbie Column Pet Supplements
Pet Supplements & Treats Digest
Cat supplement market poised for growth as ownership trends shift
Shannon Landry of Packaged Facts Pet presented consumer insights at the NASC Annual Conference outlining why the cat market deserves more attention from supplement makers.
Packaged Facts projects cat product sales will grow faster than dog product sales across most categories over the next five years.
Pet Supplements & Treats Digest
4 pet supplement consumer segments to watch
A new analysis from Nextin Research maps the pet supplement market into four behaviorally defined segments, offering brands a roadmap for targeting prospects and retaining current buyers.
The four consumer segments — Wellness Disengaged, Interested Inactives, Adjacent Wellness Shoppers and Pet Supplement Adopters — each carry distinct implications for how brands should allocate marketing and product development resources.
NASC News
Nich Wilson elected to NASC board of directors
The KND Labs president succeeds Nick Hartog, who is retiring after 25 years on the board.
Nich Wilson, president of KND Labs, has been elected to NASC's board of directors.
Market Trends and Reports
Report: Pet food nutraceuticals market to reach $16.5B by 2033
Growth Market Reports forecasts the segment will expand at a 7.2% CAGR over the next decade, driven by pet humanization and preventive healthcare trends.
Growth Market Reports Nutraceuticals Market 5 27 2026
Research Notes
Study: Botanical blend supports calm behavior in dogs
Cargill research finds a blend of fenugreek, milk thistle and purple passionflower supports calm, balanced behavior and doesn't dull the dog's personality.
Mellow Water Color Of A Dog Sitting Calmly While Fireworks Explode Overhead During A Lightning Storm
Pet Food Additives/Supplements
Emerging ingredients show promise for canine periodontal health
Two Tech Talk Stage presentations at Petfood Forum 2026 highlighted an enzyme-probiotic blend and oral probiotic solutions targeting oral health in dogs.
Dog Smiling Angel1238812 Pixabay
Pet Food News
Hill's Global Symposium to explore gut-skin axis in pets
Hill's Pet Nutrition's free annual virtual event for veterinary professionals will focus on microbiome research and dermatological health.
Pet Supplements & Treats Digest
Wellness trends driving innovation in pet supplement formulation
From biotics to adaptogens, pet supplement brands are embracing new ingredients and delivery formats to meet rising consumer demand for targeted animal wellness.
When it comes to pet supplements, mental and emotional well-being considerations are emerging as a formulation priority.
Pet Food Additives/Supplements
Purina Institute advances microbiome science for veterinary practice
The Purina Institute is translating emerging gut-brain axis and antimicrobial stewardship research into evidence-based insights for veterinary professionals.
According to the Purina Institute, emerging science highlights the essential role of gut-brain axis and antimicrobial stewardship in microbiome health.
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