Pet Supplements - Market Research, Industry Trends, Market Share, Consumer Insights


Published: 01/20/2021
Pages: 202
Full Study Price: US$ 3,250

This Packaged Facts report examines the U.S. market for nutritional supplements for pets—dogs, cats, birds, small mammals, and reptiles, collectively. The term “supplement” as used in this report refers to products sold in traditional supplement forms including pills, tablets, powders, liquids, and sprays. The primary focus is on products for dogs and cats, which account for a large preponderance of U.S. retail sales, but coverage also extends to other types of companion animals.

Fueled by heightened consumer interest inspired by COVID-19—especially in products targeting immunity, anxiety, and overall wellness—pet supplement sales skyrocketed 21% in 2020 to reach nearly $800 million, following several years of growth in the 3%-5% range.

The economic and social hardships wrought by the pandemic have forced U.S. consumers to make drastic changes in their daily lives that have reverberated across the pet market, including a more intensive focus on health and wellness. Packaged Facts’ November/December 2020 Survey of Pet Owners shows that 41% of pet owners are paying closer attention to their pets’ health and wellness because of COVID-19. Some of the top concerns among pet owners as a direct result of COVID-19 include anxiety and immunity, with 21% and 19% of pet owners, reportedly, especially concerned. Additionally, 14% of pet owners have changed the health care products they buy their pets, and 12% have begun giving their pets supplements related to COVID-19 health and wellness concerns.

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Table Of Contents

  • Executive Summary
    • The Market
      • Introduction
      • Market Size and Composition
      • Market Outlook
      • Pet Supplement Regulation
      • Market Projection
    • Marketer and Retail Trends
      • Competitive Overview
      • Retail Trends
    • Marketing and New Product Trends
      • New Product Activity Centers Around CBD
      • Calming Aids and Anxiety Support Supplements
      • Veterinary Formulas Add Scientific Weight
      • Joint Health Supplements
      • Immunity-Related Supplements Get COVID Boost
      • Allergy/Skin & Coat Supplements
      • Lifestage-Specific Supplements
      • Cat Supplements Offer More Than Hairball Relief
      • Supplements for Small Animals
    • Consumer Trends
      • Overview of Pet Supplement Purchasing
      • Demographic Trends
    • Opportunities
      • Opportunity 1: Pandemic Intensifies Focus on Health and Wellness
      • Opportunity 2: Calming Products Benefit from Pandemic-Heightened Anxiety
      • Opportunity 3: CBD Across the Board
      • Opportunity 4: Customized and Subscription-Based Supplements
      • Opportunity 5: Pet Population Boom
      • Opportunity 6: Natural/Organic Supplements
      • Opportunity 7: Senior Pets
      • Opportunity 8: Omnichannel Marketing
      • Opportunity 9: Getting More Veterinarians on Board
  • The Market
    • Chapter Highlights
    • Introduction
      • Scope of Report
      • Report Methodology
    • Market Size and Composition
      • Pet Supplement Sales Experience COVID-Related Spike
        • Table U.S. Retail Sales Pet Supplements, 2015-2020 (million dollars and percent)
      • Pet Supplement Sales by Channel
      • Products for Dogs Dominate Pet Supplement Sales
    • Market Outlook
      • COVID-19 Places National Spotlight on Health and Wellness
      • Heightened Focus on Health and Wellness Extends into Pet Market
      • Human Supplement and Pet Supplement Use Overlap
      • Coronavirus Crisis Impacts Every Facet of the Pet Market
      • The Financial Impact of the Coronavirus
        • Table $70K+ Household Share of Pet Market Expenditures: By Classification, 2012-2019 (percent)
      • Pandemic Fuels Pet Population Growth
        • Table Overview of Pet Ownership by Type, 2020P (percent and million U.S. households)
      • Coronavirus Impact on Shopping Behavior
        • Table Coronavirus-Related Changes in Pet Owner Shopping Frequency at Physical Retailers, April/May 2020 vs. Six Months Previous (percent of dog and cat owners)
        • Table Coronavirus-Related Changes in Pet Owner Shopping Frequency at Online Retailers, April/May 2020 vs. Six Months Previous (percent of dog and cat owners)
      • Pet CBD Sales Near $100 Million
        • Table U.S. Retail Sales of Pet CBD Products, 2016-2020 (million dollars and percent)
      • Supplements Compete with Functional Foods and Treats
        • Table Condition-Specific Pet Supplements and Pet Food Use, Past 12 Months, 2020 (percent of pet supplement and pet food purchasers)
      • Senior and Overweight Pets
        • Table Age of Dogs and Cats, 2019 vs. 2020 (percent of dog and cat owners)
      • Veterinarians Harbor Enormous Market Clout
    • Pet Supplement Regulation
      • FDA and AAFCO Monitor Pet Supplements
      • National Animal Supplement Council
      • The AVMA and Pet Supplements
      • Regulating CBD
    • Market Projection
      • Table Projected Retail Sales of Pet Supplements, 2020-2025 (million dollars and percent)
  • Marketer and Retail Trends
    • Chapter Highlights
    • Competitive Overview
      • Standing Out in the Growing Crowd
      • Pet Supplement Channel Lines in the Omnimarket Era
      • Consumer Purchasing by Brand
        • Table Pet Supplement Brands Purchased in Past 12 Months, 2020 (percent of pet supplement purchasers)
      • Mergers, Acquisitions, and Investments
      • Pet Supplements Market Expansion
      • Four Pet Supplement Marketers Make Inc. 5000 Fastest Growing Businesses List
      • Leap Venture Studio Announces Third Cohort
      • CBD Marketers Gain Certifications and Accreditations
    • Retail Trends
      • Internet Ahead of Brick-and-Mortar Use in Traditional Pet Supplement Purchasing
      • More Pet Owners Buying Pet Supplements Online
      • Top Online Marketers and Brands
      • Pet Supplement Merchandising in Pet Specialty Retailers
      • Mass-Market, Farm & Feed, and Natural Food Channels
  • Marketing and New Product Trends
    • Chapter Highlights
    • Marketing and New Product Trends
      • New Product Activity Centers Around CBD
      • Calming Aids and Anxiety Support Supplements
      • Veterinary Formulas Add Scientific Weight
      • Joint Health Supplements
      • Immunity-Related Supplements Get COVID Boost
      • Allergy/Skin & Coat Supplements
      • Lifestage-Specific Supplements
      • Cat Supplements Offer More Than Hairball Relief
      • Supplements for Small Animals
  • Consumer Trends
    • Chapter Highlights
    • Overview of Pet Supplement Purchasing
      • Note on Data Sources
    • Consumer Purchasing, Buying Habits, and Attitudes
      • Dog Owners More Likely to Purchase Supplements
        • Table Pet Supplement Purchasing Patterns: Overall and by Human Supplement Use, 2020 (percent of pet supplement and pet CBD supplement purchasers)
      • Most Traditional Supplement Purchasers Are Confident in Product Quality
      • Pet Supplement Expenditures
        • Table Average Amount Spent on Pet Supplements per Month, 2020 (percent of pet supplement purchasers)
      • Factors Influencing Pet Supplement Purchases
      • Sought-After Characteristics of CBD Supplements
      • Pet Supplement Formats
      • Condition-Specific Pet Supplements
        • Table Conditions for Which Pet Supplements Are Purchased, 2020 (percent of pet supplement purchasers)
      • Where Traditional Pet Supplements Are Purchased
    • Demographic Trends
      • Homes with Children and Urban Dwellers Skew High for Pet Supplement Use
        • Table Demographic Indices for Pet Supplement Purchasing, 2020 (index of pet supplement purchasers)
      • Younger Pet Owners and CBD Users Skew High for Pet CBD Supplement Purchases
        • Table Demographic Indices for Pet CBD Supplement Purchasing, 2020 (index of pet CBD supplement purchasers)