Pet supplement brands are navigating a crowded but energized market, with consumer interest in targeted health benefits — and the science to back them — accelerating faster than at any point in recent memory. From the gut microbiome to cognitive health, these four categories are the top trends sources said are claiming shelf space and R&D investment today.
1. Gut health anchors the functional ingredients conversation
Digestive health continues to command the most attention in the pet supplements space. According to Scoular's 2026 Pet Health Trends Report, more than 75% of pet owners recognize the link between gut health and overall wellness, and more than one in three say they already feed their pet a diet with digestive health claims. The global pet biotics market is projected to reach $1.23 billion by 2030 at a 7% compound annual growth rate, noted the report.
Scoular attributed that growth to broader awareness of the gut-immunity connection — research suggests that 70% of a pet's immune system resides in the gut — and noted that prebiotic sources such as inulin, miscanthus fiber and psyllium husks are gaining traction alongside more established options like pumpkin and sweet potato flours.
Scott Karolchyk, MS, RPh, FAPC, director of product development at Pet Flavors, sees parallel momentum from the formulation side. Alongside ingredient innovation, he noted that delivery technology is reshaping what's possible in biotics products.
"Enhanced stability and absorption with microencapsulation and other methodologies are helping protect the activity of probiotics and prebiotics,” he said.
Dual-release systems, and combinations of pre- and probiotics in the same formulation, are gaining ground for their potential to deliver greater synergistic support. Taste remains a nonnegotiable factor regardless of format. "Taste and masking are also critical factors, whether in a powder, chewable tablet or soft chew dosage form," Karolchyk said.
2. Mobility and muscle support move into the mainstream
Joint and mobility support has transitioned from a niche category to the mainstream. Scoular's report noted that 53% of U.S. dog owners gave supplements in 2024, with joint and mobility products representing the most popular category. The scale of the underlying need is significant: recent veterinary literature shows radiographic osteoarthritis in 60% of screened dogs, many without obvious clinical signs, which underscores consumer interest in ingredients that support normal joint structure and mobility.
Glucosamine and chondroitin remain core actives for cartilage integrity, the report noted, while high-quality proteins from sources such as soy, pea, animal meats, and fish support muscle maintenance and recovery, a critical pairing for senior pets and active breeds. Dog food launches with joint, bones, or muscle claims rose from 12% in 2020 to 14% in 2024, according to Scoular.
3. Calming and adaptogenic ingredients gain scientific credibility
Mental and emotional well-being is also emerging as a formulation priority. Use of calming products grew 168% for dogs and 174% for cats between 2018 and 2023, according to Scoular's report, and 73% of global pet owners say they still prioritize treats and enrichment items despite rising prices.
Karolchyk pointed to a maturing evidence base as a key driver of category confidence. "More research has been done on activity, mechanism of actions and species-specific dosing and safety profiles," he said. “Key actives in this space include ashwagandha, theanine and rhodiola, as well as functional mushrooms such as reishi and turkey tail, and botanical extracts including tulsi. Ashwagandha and natural agents will remain top priorities.”
Scoular's report also highlighted omega-3 fatty acids from dried salmon and dried whitefish as ingredients that may support normal brain function and calm behavior, showing the overlap between the cognitive health and calming spaces.
4. Cardiovascular and antioxidant claims expand into supplements
Scoular’s report showed heart health and antioxidants gaining meaningful traction. U.S. pet food and treat introductions featuring cardiovascular system claims doubled from 2% in 2017-18 to 4% in 2022-23, and the global pet heart supplement market is projected to grow at a 6.6% compound annual growth rate through 2035, the company said.
Omega-3 fatty acids remain central to the cardiovascular conversation. Fish oils and tuna deliver EPA and DHA for cardiovascular support, while flaxseed offers plant-based omega-3s and antioxidants that may support normal cardiovascular function.
On the antioxidant side, Scoular identified natural sources, such as blueberry and cranberry powders, carrots, pumpkin, mushrooms, and barley as preferred over synthetic alternatives as consumers prioritize clean-label transparency. The global pet food antioxidants market is projected to reach $202.2 million by 2035 at a 3.8% compound annual growth rate, noted Scoular’s report.
Delivery format increasingly shapes purchasing decisions
Even the most carefully formulated supplement fails if an animal won't accept it. Karolchyk identified palatability as a foundational challenge — and opportunity — across the supplement space.
"Palatants need to taste and smell great, and they must mask any bitterness of active nutraceuticals," he said. "They must also be functional, since they influence the final formulation, including dissolution, stability, hardness and absorption."
Palatable delivery choices have grown in recent years, Karolchyk said, with flavored oral gels, chewable tablets, soft chew treats and oral powders all gaining adoption. The practical stakes are clear: "The best supplement doesn't matter if it ends up on the floor or wall," he said.
Karolchyk emphasized that formulation expertise is as critical as ingredient selection. "Working with R&D teams that understand product development and formulation techniques is critical," he said, noting that Pet Flavors can assist brands with formulations, dosing, flavoring and prototype development prior to manufacturing.
Separating lasting trends from passing fads
With so many ingredient categories competing for brand attention and investment, Karolchyk offered a pragmatic framework for prioritization.
"Working with veterinarians, pharmacists and animal health experts is key," he said. "Staying ahead of the curve with research and brainstorming with R&D teams and veterinarians will be the best way to stay on top of evidence-based supplementation."
Correct dosing, he added, is nonnegotiable: formulating at the right levels is critical for animal health outcomes. " Formulating with the correct evidence-based dosing is critical for animal health and success."
Ultimately, Karolchyk framed the durability question in terms of values: "Putting the animal's health first, before profits, will ensure staying power and success."
Scoular's report echoed that orientation, framing the broader trend as a shift toward "holistic, science-backed, and transparent nutrition — delivering measurable health benefits while aligning with ethical and environmental values."
