Veterinarians remain central to pet health, but they increasingly operate within a larger information ecosystem that includes online resources, social media, retailers, trainers, groomers, telehealth platforms and owners’ own monitoring.
According to Packaged Facts’ 2026 report, “Pet Health and Wellness: US Pet Market Trends and Opportunities,” younger owners are especially open to nontraditional information sources, but the broader shift is not simply away from veterinarians. Instead, it reflects demand for greater convenience, accessibility, explanation and choice in how care is delivered.
“The opportunity for veterinarians is to remain the trusted center of care while communicating across channels, helping owners distinguish appropriate at-home management from needs requiring professional treatment,” the report stated.
That guiding role extends to the supplement aisle. Pet Supplements Pro asked four veterinarians how supplement conversations come up with clients, what information pet owners bring with them, and what the vets look for before recommending a product or brand.
How do supplement conversations typically come up in your practice? Are pet owners usually the ones raising the topic, or do you introduce it during wellness visits? Has that balance shifted in recent years?
Dr. Ashley Burgos, veterinarian and co-founder of Futureproof Pet: Nowadays, pet parents are constantly informed about supplement products on the market, often feeling overwhelmed by the abundance of options. They usually bring questions up during wellness and preventive visits. The balance has shifted in recent years, moving away from me, the veterinarian, introducing supplements as a concept for wellness, to pet parents initiating these conversations.
In general, pet parents are targeted by social media, the internet and other marketing avenues with information on pet supplements. Being in Los Angeles, a mecca of wellness, many of my clients are progressive with supplement use, intending to improve the healthspan of their pets.
Historically, I would bring up supplements with evidence-based support, like glucosamine, etc., at the time of a wellness appointment or if something is noted on an exam. I still do this when the pet could benefit from this addition to their routine, and pet parents are typically open to these discussions, even welcoming of it. Historically, there was less interest, but in recent years interest has increased.
Dr. Sarah Missaoui, veterinary consultant for Raw & Well, which is based in the UK: It’s about 50/50 now. Five years ago, owners raised it probably 70% of the time. What changed is me. I realized that if I don’t ask, I don’t know.
So, I ask at every wellness exam and every chronic case review: “Is he on anything at all? Any powders, oils, pills, anything from the shop, anything off the net?” The word “anything” matters. Owners who give a supermarket chew don’t consider that a supplement.
It often is. In a Dog Aging Project study of more than 40,000 dogs, 52% were on at least one supplement, mainly omega-3s and joint products.
A cockapoo patient with ongoing anal gland issues had been on a psyllium sachet for eight months, alongside a low-fiber prescription diet. The two were working against each other. I only knew because I asked.
Dr. Iryna Smyrnova, veterinarian at Meowoff: Supplement conversations most often come up when clients ask about a specific concern, such as joint health, skin and coat, digestive health, anxiety or general wellness, although I also bring the topic up when I think a supplement may be appropriate for an individual patient. I have noticed that owners are increasingly initiating these conversations, likely because supplements are so widely promoted online and in pet stores.
Dr. Liza Cahn, veterinarian at Embrace Pet Insurance: It is very common for pet owners to have questions about specific supplements that may benefit their pet, perhaps something that they have heard about from a friend or seen on social media. I would not generally discuss supplements during a wellness visit, as they are not usually required or recommended for healthy pets.
Supplements do have a place in veterinary medicine, but it is generally to support a pet’s specific needs as one part of a broader care plan, such as supporting normal skin or joint health. The key is matching the supplement to the individual pet rather than giving supplements routinely without a clear purpose.
What information do pet owners bring with them when they ask about supplements, and where are they getting it? How do you help clients sort through what they’ve read online, heard from friends or seen on store shelves?
Dr. Burgos: Pet parents these days get information from several channels, some helpful and some not. I’ve heard pet parents relay advice from social media posts, articles, a friend’s experience, a breeder’s strong recommendation, a pet store associate and, more commonly now, AI platform answers. All these inquiries come from a good place. Most pet parents love their pets and truly want to help. This is where having a trustworthy, knowledgeable veterinarian becomes vital.
My process for understanding a pet parent’s goal is to become curious and help them clarify their goals. I really try to help set reasonable expectations for supplements, especially if these products are started in a patient with ongoing health concerns. There are clear differences between supplements and pharmaceuticals, and each has its own role in supporting a pet’s well-being and healthspan.
As a pet parent, veterinarian and mother, my hybrid “scientist and mother” advice is devoted to helping pet parents find the routine that will help their pet most while also considering the pet parent’s wishes.
Dr. Missaoui: Product names, not ingredients. They know the brand, not what’s in the product. They have marketing claims (“it’s a calming supplement”), not “it contains L-theanine and chamomile.” I see photos of the front of the package (not the label), Amazon screenshots with “vet recommended” badges, recommendations from breed Facebook groups, and American websites making claims that would be illegal [in the UK].
The breed groups are where I see damage. I had a dog with atopic dermatitis managed on coconut oil for a year before anyone did a workup.
They never bring dose or proof: how much they’re giving per kilogram of body weight, or whether it was ever tested in dogs. That’s not their fault. The information is hard to get. So I ask to see the label, and we go over it together.
Dr. Smyrnova: Clients often come in with product names, screenshots, social media recommendations, online reviews or advice from friends, breeders, groomers and pet store employees, and sometimes they have already purchased the product before we discuss it. I try to approach those conversations without judgment, helping owners distinguish between evidence-based claims and marketing language.
Dr. Cahn: Social media and AI seem to be common sources of veterinary information but unfortunately are not always accurate. Your veterinarian is the best resource to discuss supplement recommendations for your pet and the reasoning behind them.
It’s also helpful to point pet owners to reliable online resources. I recommend looking for information associated with veterinary schools, established veterinary organizations and websites where content is written or reviewed by veterinarians. Good examples include Veterinary Partner, Merck Veterinary Manual, Cornell University College of Veterinary Medicine, VCA Animal Hospitals, the American Veterinary Medical Association and the World Small Animal Veterinary Association. For supplements specifically, the National Animal Supplement Council (NASC) is a great resource.
What do you look for before recommending a particular supplement product or brand? For example, how much weight do you give to quality indicators such as third-party seals, manufacturing standards or company transparency about ingredients and sourcing?
Dr. Burgos: First and foremost, the supplement company should have transparency. For example, can they prove the label matches what is in the packaging? Is the product third-party tested? Where is it manufactured? What type of packaging houses the product? All these answers can determine the quality of the product you’re feeding daily.
Quality indicators also weigh heavily. Did this company take time to apply for seals that prove regulation of manufacturing, standards of the formulation, etc.? Are they monitoring claims that are made? How do they handle negative outcomes?
Evidence-based formulations are also important. Much of our knowledge is extrapolated across species, but there should be some evidence to support inclusion of ingredients in a formula, not just trending ingredients.
Dr. Missaoui: In the U.K., nobody must prove a supplement works before selling it. Some producers do stability testing. Others repackage raw material without quality assurance, and owners can’t tell the difference.
I look for transparency: ingredient amounts per dose, batch testing the company will share and scientific evidence in the species I’m treating. Labels can be badly off. One Cornell-led analysis of 29 hemp pet products found only 10 of 27 within 10% of their labeled cannabinoid content, and heavy metals, mostly lead, in four.
Dr. Smyrnova: I prioritize manufacturers that prominently display the NASC Quality Seal. I also look for companies that provide batch-specific Certificates of Analysis, invest in peer-reviewed clinical studies and maintain open veterinary support lines staffed by toxicologists.
Dr. Cahn: When choosing a supplement, it’s important to consider three main things.
Is there research behind the supplement? Certain supplements have been studied more than others, and veterinary recommendations can change over time. For example, omega-3 fatty acids have a stronger body of research for supporting canine joint health than many other commonly used joint supplements, such as glucosamine/chondroitin.
Is the supplement high quality? Supplements are not regulated in the same way that medications are, and pet owners shouldn’t assume every supplement for sale is right for their pet. When choosing a pet supplement, I recommend looking for the NASC Quality Seal, which indicates that the manufacturer has met specific standards for quality control, labeling, adverse-event reporting and product testing. However, it’s important for pet owners to understand that this is a quality indicator, not proof that a particular supplement works.
Is this supplement recommended for my pet? If you have a healthy pet who is eating a complete and balanced diet appropriate for their life stage, they are likely getting all the vitamins, nutrients and minerals that they need in appropriate amounts. More is not always better, and adding certain supplements could unbalance your pet’s diet. Additionally, some supplements may be contraindicated in pets with certain underlying medical conditions or taking specific medications.
Why does it matter for pet owners to involve their veterinarian when choosing wellness products? What can that conversation add for setting realistic expectations about what a supplement can support?
Dr. Burgos: No one size fits all in my experience. We shouldn’t give supplements “to our dog.” The supplements should be selected for “this particular dog,” considering their age, comorbidities and health history, breed, concurrent medications and diet.
Involving a knowledgeable veterinarian can be the difference between making a great decision and a mistake that could complicate your pet’s health. Having this valuable conversation at the right time is key. Much of the available supplement market is designed to support normal health and wellness, and it has limits for pets with more advanced health concerns. Setting reasonable expectations is everything.
Dr. Missaoui: We’re the only ones in the chain with no financial stake in the answer. The brand, the retailer and the influencer all want the sale. I can say “this won’t help, and this is why” without losing anything.
It counts most when a supplement delays a diagnosis. I’ve seen a splenic mass go four months on “immune support” mushrooms. Interactions matter too. Owners don’t mention CBD because they don’t think of it as proper medicine, but it interacts with drug-metabolizing enzymes and changes how I dose.
Regulation helps, but it won’t plug the gap. The Veterinary Medicines Directorate received well over 400 reports about unauthorized medicinal claims last year, and it issued updated guidance in January 2026 on how other products may be marketed. But there’s so much online that enforcement can’t chase every listing. Realistically, the first line of defense is us.
Dr. Smyrnova: I encourage owners to involve their veterinarian because a supplement that is appropriate for one pet may be unnecessary, ineffective or potentially problematic for another, particularly when a pet has an underlying disease or is taking medications.
Dr. Cahn: It’s important to include your veterinarian in the decision to add a supplement for several reasons. Not all pets need supplements, and not all supplements are created equal in terms of quality or the research behind them. While they may seem “natural,” supplements can still cause harm if used incorrectly.
If a pet is already eating a complete and balanced diet appropriate for their life stage, adding vitamins or minerals without a specific reason can create nutritional imbalances rather than improve health. Another example would be giving extra calcium to a growing puppy, which can disrupt normal bone development.
A veterinarian should be involved because they can recommend what’s best for your specific pet. They can also provide guidance on brands and dosages, as well as discuss expectations and follow-up. In many cases, supplements are one part of a broader wellness plan.
