Global pet care sales reached USD 197.6 billion in 2023 according to a Euromonitor International report. It noted that despite rising living costs, pet owners prioritized spending on pets, treating them as family members. Another Euromonitor report found that the global pet dietary supplement market was estimated to be worth USD 2.1 billion, having grown at a CAGR of 7% between 2018 and 2023.
Much of this growth can be attributed to North America and China, however, Europe’s pet supplement market is now slowly gaining traction. According to data provided by Future Market Insights, the European pet dietary supplement market is projected to grow from USD 1,304.5 million in 2025 to USD 2,431.3 million by 2035, at a CAGR of 5.1%.
According to the data, Germany holds a 26% market share and leads the region with strong demand for breed- and age-specific supplements. The UK, with a 21% share, and France with 19%, follow closely, and Spain is demonstrating certain adoption with a 15% market share in pet nutrition.
This growth in Europe was reflected at the recent Vitafoods tradeshow to which more than 20,000 people attended, where the organizing team made space for an all-new Pet Nutrition Hub to showcase the latest innovation in health and wellness for pets.
“With growing awareness among pet owners about health and wellness, demand is rising for functional pet foods and supplements,” they said.
Joint health supplements for aging pets
Joint health appears to be the most in-demand category due to the growing need to support aging and active pets alike, and was the best-represented area of animal health, with several companies showcasing offerings in this space.
Italian-based Sveba S.r.L. presented JointsPet, a blend of glucosamine, chondroitin, and collagen to actively reduce inflammation and promote cartilage repair in dogs and cats. Ingredia’s Xelflex, a natural bioactive ingredient, has shown proven results in reducing joint inflammation, helping senior pets move freely and live more fully, and LehvossNutrition’s Anivestin looks to offer relief for joint discomfort using plant-based bioflavonoids.
Similarly to human health trends, collagen is proving to be a key ingredient in the joint health space, with Bioiberica presenting its Collavant n2, a native type II collagen that is also utilized in human offerings, which protects cartilage through an immune-mediated mechanism, and Lonza’s undenatured collagen UC-II Pets looking to deliver support for flexibility and mobility.
Companion animal gut health
Gut and digestive health are also becoming a top priority in the pet supplement space, which follows trends in human health that recognize the growing awareness of the microbiome’s role in overall well-being.
Companies are actively developing innovative solutions to meet this demand Lactopia GmbH presented two formulas, Lactopia Pet Biotics and Vetmed Pets, both combining multiple strains like Enterococcus faecium and Lactobacillus reuteri with pre- and postbiotics to promote digestion and improve intestinal health.
Additionally, NutriScience Innovations’ ButyraGen introduces its novel approach to directly generating butyrate in the colon for pet health, utilizing a mechanism that supports a healthy gut environment and extends benefits through the gut-brain axis, which may be helpful for pets with compromised microbiomes.
Diet solutions for pets
Weight management is also seen to be an emerging concern as more pet owners recognize the health risks associated with obesity in animals.
Cell Biotech Co., Ltd. presented Duolac Labpro Slim Pet, a dual-coated probiotic supplement designed to support bothdigestive wellness and weight control. Its tablets have been shown to reduce visceral fat mass, glucose and cholesterol levels.
Bionap SRL showcased Morosil V derived from Moro red oranges, rich in anthocyanins. The bioactive powder looks to prevent fat accumulation, support lipid metabolism and deliver antioxidant protection.
Skin and hair care
Finally, some brands we’re focusing in on skin and coat health as a key area of innovation.
Kerry showcased several ingredients, including Plenibiotic, a postbiotic (Lactobacillus casei subsp. 327) for skin health. Bioriginal presented its High GLA Borage Oil which delivers 25% gamma-linolenic acid to reduce inflammation and enhance coat shine, and Sveba’s VitalPaws formula combines MSM, marine collagen, biotin and zinc to nourish skin and promote a glossy coat, while also improving overall vitality.