Recent launches point to a shift toward multifunction supplements that combine gut health with benefits tied to mobility, skin and coat, calming, cognition and healthy aging. They also reflect rising emphasis on veterinary credibility, species-specific science and premium ingredients that signal growing sophistication and humanization in the space.
Below a look at some products launching into a global pet supplement market projected to reach close to $85.5 billion by 2034, bringing emerging science-backed wellness to companion animals everywhere.
Purina’s Pro Plan probiotics
Purina launched its Pro Plan AdvantEDGE line of probiotic-based food for dogs and cats. The line includes two formula types—Adult Digestive Support+ and Senior Support+—available for both species.
“A healthy digestive system is foundational to a pet’s overall health—and AdvantEDGE was developed specifically to target that,” said Dr. RuthAnn Lobos, senior veterinarian at Purina. “Probiotics are at the core of every formula, with each line going deeper where pets need it most.”
VitaDog’s ‘AG-1 for dogs’
VitaDog Nutrition launched its flagship Daily All-in-One supplement, a product the company says is built on the belief that dogs deserve the same level of care and consideration applied to human wellness.
The supplement features over 40 active ingredients designed to complement commercial dog feeding routines by addressing commonly observed nutritional gaps. Ingredients were chose to support joint health, digestion, skin and coat condition, immune system support and cognitive function.
In a VitaDog press release, a senior marketing executive at veterinary dispensary Chewy described the product as comparable to established human wellness formats, referring to it as “AG1 for dogs”.
Pawpa Regen for aging dogs
BioAdaptives, Inc. released Pawpa Regen to support natural stem cell activation and regenerative healing in aging dogs for improved energy and vitality, demeanor and appearance. The formula, served as chew, includes aphanizomenon flos-aquae (AFA), spirulina, astragalus, Rhodiola rosea, Panax ginseng and Cordyceps sinen.
“We’ve seen extraordinary improvements in energy levels, coat health, mobility and even temperament,” said James Keener, CEO at BioAdaptives. “Pawpa Regen represents a novel approach to canine wellness by tapping into the body’s regenerative potential through naturally sourced, safe ingredients.”
Elanco’s Pet Protect line
Elanco Animal Health entered the supplement space with Pet Protect, a line of veterinarian-formulated supplements for dogs and cats, including products for joint health, allergy and immune support and digestive function.
The line also addresses situational stress and destructive behavior in dogs with a Tranquilify blend, reported to work in as little as 30 minutes, along with a skin health supplement formulated with phytoceramide to help regulate hydration and support a healthy skin barrier and a normal inflammatory response in dogs.
“As the leader in pet health over the counter products, expanding into supplements is a natural fit for Elanco,” said Bobby Modi, executive vice president of U.S. pet health and global digital transformation at Elanco. “This underscores our dedication to enhancing the health and well-being of pets while driving growth and expanding our footprint in this dynamic market.”
Vital Pet Life line for vets
Vital Pet Life used Veterinary Meeting & Expo (VMX 2026) to debut its science-backed wellness lineup aimed at veterinary and specialty audiences. The range includes Vital Probiotic for Dogs, a daily powder with canine-specific probiotic strains plus pre- and postbiotics to support digestion, gut health and immune balance; Vital Hip & Joint for Dogs and Cats, a mobility formula built with New Zealand green-lipped mussel, Antarctic krill extract and type II collagen; and Vital Probiotic for Cats, a feline digestive-health powder.
“At Vital Pet Life, we believe science, not trends, should guide pet wellness,” Donie Yamamoto, founder and CEO at Vital Pet Life, said ahead of the expo. “Our mission is to empower veterinarians and pet parents with effective, third-party tested supplements designed to support lifelong vitality. Every formulation reflects our commitment to rigorous research, ingredient transparency and clinically grounded solutions.”
Yamamoto is also the co-host of Unleashed Curiosity, an educational podcast that brings industry experts together to explore evidence-based pet wellness, longevity and nutrition.
Boops Pets + KSM-66 ashwagandha
Boops Pets launched a calming soft chew for dogs built around KSM-66 ashwagandha, more commonly associated with human wellness.
The chew was developed in collaboration with Ixoreal Biomed to support the hypothalamic-pituitary-adrenal (HPA) axis and naturally reduce stress and cortisol in canines.
Positioned for everyday stressors like travel, thunderstorms and time alone, the formula emphasizes canine-specific clinical data, NASC-audited manufacturing, transparent labeling and U.S. production.
Together Ever’s pet longevity platform
Together Ever introduced its Revionyx longevity-focused ingredient platform in March, designed for premium pet food and supplement manufacturers as a modular system that layers healthy-aging positioning into dog and cat products with minimal reformulation, targeting pathways linked to mitochondrial support, cellular maintenance and inflammatory balance, with bioactives including a pomegranate-derived postbiotic metabolite, a luteolin-rich plant flavonoid and a wheat-germ-derived polyamine.
Kent Worldwide’s ‘top-to-tail’ well-being
Kent Worldwide launched WellJoy, a new pet well-being brand offering dual-benefit dog and cat supplements formulated to “support the gut microbiome as the foundation for top-to-tail well-being”.
The range pairs a targeted wellness claim with the brand’s GutBoost biotic, with options including Calming+, Immune+ and Joint+ for dogs, delivered as chews or treats. combining gut support with a second functional benefit through a veterinarian-formulated blend of probiotics, prebiotics and related digestive-support ingredients.
“We started WellJoy by listening closely to pet parents, and scientific research that consistently pinpoints gut health as a smart way to unlock pet wellbeing on multiple levels”, said Dr. Elizabeth Flickinger, PhD, RDN, director of innovation and research at Kent Worldwide Consumer Brands.
“Targeted ingredients matter, but they only work at their best when the gut is ready for them.
Vet-exclusive Glandex for clinical needs
Vetnique expanded its Glandex franchise with the launch of vet-exclusive Glandex Max Vet Strength (MVS) Anal Gland Health Chews for anal gland health and a rebrand of its YuMOVE MVS for hip and joint health.
Glandex MVS is formulated with the Profivex blend of fiber for stool bulk and mechanical anal sac compression, zeolite to help remove toxins from the body and minimize gas caused by added fiber, and other digestive enzymes and prebiotic and probiotic strains to support stool quality, microbiome balance, immune modulation and pathogen suppression. YuMOVE MVS is a rebranded mobility formula for dogs and cats with ingredients includings green-lipped mussel, omega-3s, glucosamine, hyaluronic acid and antioxidants.
“Our vet-recommended Glandex line continues to evolve as we learn more about the complex relationship between digestive health, stool quality and anal gland function,” said James Bascharon, DVM, founder and CEO of Vetnique. “With Glandex MVS, we’re delivering a more advanced, higher‑strength formulation designed specifically for the clinical needs veterinarians see every day.”
This most recent launch follows a significant brand expansion throughout late 2025, which introduced over 20 new products across multiple categories.
Royal Canin probiotic powders and soft chews
Royal Canin entered the U.S. supplement space with a clinically positioned portfolio for cats and dogs, introducing a line that includes probiotic powders for digestive and immune health built around the yeast strain Saccharomyces boulardii CNCM I-1079, plus soft chews for puppies and dogs targeting digestive and immune health, joints and skin and coat support with ingredients such as prebiotic fibers, beta-glucan postbiotics, green-lipped mussel, EPA and DHA, zinc and B vitamins.
Zesty Paws goes professional
Zesty Paws expanded into the veterinary channel with Zesty Paws Professional. Early highlighted products include Native Canine Probiotic for digestive support and a Healthy Aging NAD+ Precursor formula aimed at senior wellness and longevity positioning.
“At Zesty Paws, innovation starts with science and delivers tangible impact, and our entry into the veterinary channel is a natural evolution of that commitment,” said Akash Bedi, CEO for North America, Middle East and India at H&H Group.
“With Zesty Paws Professional, we’re bringing veterinarians clinically informed solutions that address real-world needs—from acute digestive care to long-term healthy aging—while maintaining the quality and trust pet parents already know."
Native Pet’s Gutwell
Native Pet launched Gutwell as a microbiome-centered supplement platform for dogs that links digestive health to broader metabolic and daily wellness outcomes.
The platform includes cold-pressed pellets for weight management, oral health and metabolic support, using a gut-focused, whole-body wellness positioning tailored to the premium supplement space.
Fera Pets’ wellness-forward extension
Fera Pets broadened its supplement assortment with soft chew formats spanning calming, allergy and immune support, probiotics and hip and joint health.
The extension builds on the brand’s clean-label, wellness-forward identity with lifestyle-oriented packaging and a premium aesthetic more often associated with human supplements.
Fera Pets also expanded into more than 175 Petco retail locations in 2025, marking a broader push from direct-to-consumer distribution into national brick-and-mortar retail through mainstream pet specialty channels.
Tevra Brands’ Vetality
Tevra Brands launched its lineup of its Vetality products in Walmart stores—which have increased shelf space devoted to pet wellness—to bring affordable, science-backed solutions to pet parents nationwide.
The lineup includes Stop the Runs Chewables, Canine Aspirin, Twist + Lick Mobility Well Gel, Twist + Lick Calming Supplement, Twist + Lick Skin & Coat Well Gel and a Harmony Pet Calming Collar for Dogs.
PetAg’s multi-need Dyne Soft Chews
PetAg launched Dyne Soft Chews as a nationwide line positioned around multiple everyday wellness needs and marketed around clinically studied ingredients used at functional doses.
The line includes Dyne Calming with L-tryptophan, L-theanine Suntheanine, valerian root, KSM-66 Ashwagandha, and Bifidobacterium longum shown to help reduce barking, pacing and cortisol responses during stressful events.
Dyne Digestion & Immune Support is a 5-in-1 formula with prebiotics, multi‑strain probiotics, postbiotic, colostrum and digestive enzymes.
Dyne Endurance & Vitality is designed to maintain stamina, muscle function and energy with L-Carnitine Carniking, Astaxanthin AstaReal, folic acid, choline and omega-3s, and Dyne Joint Health & Mobility is anchored by UC‑II undenatured type II collagen and includes green‑lipped mussel (omega‑rich) and sodium hyaluronate for flexibility and joint lubrication.
Key takeaways
- Gut health is increasingly being used as the foundation for whole-body claims spanning immunity, skin, mobility and mood.
- Human wellness ingredients such as ashwagandha, collagen, mushrooms and longevity-oriented compounds are crossing into pet formulas.
- Healthy aging is becoming a standalone premium category rather than just an extension of senior joint care.
- Veterinary credibility and species-specific science are becoming more important selling points.
- Multifunction products, especially in soft chew formats, are gaining ground over single-benefit supplements.
- The category is expanding as larger animal health and pet nutrition companies entering with more comprehensive wellness portfolios.
