The pet supplement market has experienced substantial growth over the past two decades, as noted by Bill Bookout, President of the National Animal Supplement Council, during his presentation at Petfood Essentials 2024. From its humble beginnings of approximately US$800 million in 2001, the market has burgeoned to a robust US$2.4-2.5 billion by 2021.
In the United States alone, a noteworthy 14% of pets currently incorporate dietary supplements into their regimen. This figure, however, pales in comparison to the 73% of humans who utilize supplements, a quarter of whom are also pet owners. The trend of humanization in pet care products, including supplements, appears to be following the trajectory seen in pet food.
Despite the evident potential for popularity, the development of new pet supplements must remain keenly attuned to consumer demands.
Surveying pet owner preferences, Bookout highlighted that the majority prioritize the specific benefits offered by a supplement. This emphasis has remained steadfast, with 31% of respondents in 2021 and a notable increase to 38% in 2023.
Price emerges as the second most influential factor, garnering attention from over 15% of respondents. Other factors such as certifications, brands, reviews, specific ingredients, formats, and flavors, while relevant, held less sway with less than 10% influence.
Among the sought-after health benefits, joint health reigns supreme among pet owners. However, Bookout cautioned about the formulation of these products, emphasizing the need for prudence.
“Joint health is consistently a focal point, particularly for supplements,” remarked Bookout. “However, caution must prevail in formulation.”
He flagged certain ingredients commonly used in joint products for human consumption, such as MSM, which lack approval for use in animal food or treats.
“While innovation propels the industry forward,” he cautioned, “it must not lead to regulatory entanglements. Exercise discretion to avoid potential pitfalls.”
Bookout stressed the imperative for balanced innovation, tempered with regulatory compliance, to navigate the evolving landscape of the pet supplement market effectively.
