An overview of the Pet Supplements in the U.S., 5th Edition report published by Packaged Facts. Growth in pet supplement sales somewhat lags overall pet product sales growth in the U.S., with a compound annual growth rate (CAGR) of 3.7% between 2010 and 2014 advancing the pet supplement market to $541 million 2014. In response to this ongoing challenge, supplement marketers are introducing new products that mimic the key trends in human supplements in hopes of enticing more pet owners to give supplements to their pets. Key crossover trends include natural and organic supplements, as well as supplements focused on obesity and aging. Joint health-related supplements remain the top category, capturing even more market share as marketers increase awareness of the benefits of using such supplements to maintain the health of older pets. The pet supplement market’s biggest challenge is the much faster sales growth of nutraceutical treats—functional biscuits and soft chews designed to be more enjoyable and palatable than traditional pills or tablets while still providing health benefits. Supplement marketers are combating this trend by introducing more alternative format products of their own, with numerous new liquid and powder supplements as well as gels and pastes.

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Pet Supplements in the U.S.,
5th Edition

2. Pet Supplements in the U.S., 5th Edition
Pet Supplements in the U.S., 5th Edition has been prepared by Packaged Facts. We serve
consumer product and service companies and allied businesses in the United States and
internationally with a complete line of research publications.
Packaged Facts market intelligence reports are designed to aid the executive decision-maker
by providing essential data and concise analysis with a focus on marketplace trends, consumer
insights, and emerging opportunities.
Publication Date: February 2015
Price: $3,750
Report Length: 133 Pages
All rights reserved. No part of this report may be reproduced without permission of the publisher.
Copyright © 2015 Packaged Facts

3. REPORT ABSTRACT
Growth in pet supplement sales somewhat lags overall pet product sales growth in the U.S., with a compound
annual growth rate (CAGR) of 3.7% between 2010 and 2014, advancing the pet supplement market to $541 million
2014. In response to this ongoing challenge, supplement marketers are introducing new products that mimic
the key trends in human supplements in hopes of enticing more pet owners to give supplements to their pets.
Key crossover trends include natural and organic supplements, as well as supplements focused on obesity and
aging. Joint health-related supplements remain the top category, capturing even more market share as marketers
increase awareness of the benefits of using such supplements to maintain the health of older pets. The pet
supplement market’s biggest challenge is the much faster sales growth of nutraceutical treats—functional biscuits
and soft chews designed to be more enjoyable and palatable than traditional pills or tablets while still providing
health benefits. Supplement marketers are combating this trend by introducing more alternative format products of
their own, with numerous new liquid and powder supplements as well as gels and pastes.
With a primary focus on products for dogs and cats, but also extending to other types of small companion animals,
the 5th edition of Packaged Facts’ definitive Pet Supplements in the U.S. report examines the pet supplement
market from every angle. The report includes a historical (2009–2014) and forecasted (2015–2019) retail sales
analysis, as well as a breakdown of the market by supplement type and retail channel. Featuring exclusive
Packaged Facts pet owner survey data, the report also discusses key trends affecting the marketplace, trends
driving growth, consumer demographics, and provides profiles of major pet supplement marketers.

4. METHODOLOGY
The information in Pet Supplements in the U.S., 5th Edition is based on primary and secondary research.
Primary research entailed interviews with companies, distributors, and retailers to obtain information on new
product and packaging trends, marketing programs, distribution methods, and technological breakthroughs.
Secondary research entailed data gathering from relevant sources, including consumer and industry publications,
newspapers, government reports, company literature, and corporate annual reports. Sales of packaged products
are based on available sales data from publicly traded marketers of pet supplements, estimates reported in the
trade and consumer press, industry experts, and participating manufacturers and retail outlets. Consumer findings
are derived from Packaged Facts’ proprietary survey conducted in January 2015 expressly for this report, which
provides current data on consumers’ purchasing habits, preferences, and perspectives.
What You’ll Get in this Report:
Pet Supplements in the U.S., 5th Edition makes important predictions and recommendations regarding the future
of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead
new ones. No other market research report provides both the comprehensive analysis and extensive data Pet
Supplements in the U.S., 5th Edition offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and
practical charts, tables, and graphs.

5. How You’ll Benefit from this Report:
If your company is already doing business in the pet supplement market, or is considering making the leap, you
will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any
other single source. You will gain a thorough understanding of the current market for pet supplements in the U.S.,
as well as projected markets and trends through 2019.
This Report Will Help:
• Marketing managers identify market opportunities and develop targeted promotion plans for pet supplements.
• Research and development professionals stay on top of competitor initiatives and explore demand for pet
supplements.
• Advertising agencies working with clients in the retail industries understand the product buyer to develop
messages and images that compel consumers to buy supplements for their pets.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers, and other
colleagues with the vital information they need to do their jobs more effectively.

6. SAMPLE INSIGHTS & HIGHLIGHTS
• Compound annual sales growth (CAGR) for pet supplements between 2015 and 2019 will by 5.4%, an increase
from the 3.7% CAGR experienced by the market between 2010 and 2014.
• Key growth categories for pet supplements through the forecast period will be aging-related products for
maintaining joint health and improving cognitive functions and weight management products.
• “Pet parenting” will push sales growth of premium and super premium pet supplement products.
• The projected 5.2% increase in number of households with pets expected over the forecast period will increase
the size of the potential market for pet supplements.
• Veterinarian clinics and pet specialty retailers account for more than 75% of pet supplement sales.
• The entrance of supplement marketer Nutramax into the mass market channel in late 2012 has been the driver
behind double digit growth in pet supplement sales for the channel in the past two years.
• Supplements for dogs account for about three quarters of the pet supplement market, with feline supplements
responsible for much of the remaining sales.
• Pet owners who buy supplements for their pets tend to spend more on their pets than other owners.
• Hispanics and African Americans continue to be the demographic segments most likely to be giving
supplements to their pets.
• One of the key advertising messages for pet supplements in 2014 was “made in the USA.”
• Retailer education programs remain an important way for pet supplement marketers to ensure retailers can
correctly sell their products to consumers. Product trends in the pet supplement market now only tend to lag
human supplement trends by a couple of years.
• A growing awareness of pet obesity has sparked a surge in the number of weight loss supplements being
marketed for cats and dogs.

7. SAMPLE INSIGHTS & HIGHLIGHTS
• The most innovative supplement ingredient to hit the market in 2014 was cannabidiol, produced from industrial
hemp and which provides pain and inflammation management as well as other health benefits.
• The number of pet specialty stores in the U.S. continues to grow, with over 9,000 stores as of mid-2014.
• Online sales of pet supplements are still a small percentage of sales, but are seen by all major retail channels
as the future for sales growth.
Frequency and Spending on Pet Supplements:
The majority of pet owners who give their pets supplements do so on a very regular basis. In Packaged Facts’
January 2015 survey, 70% of respondents who gave their pet supplements in the previous 30 days were giving
those supplements at least once a day. In terms of spending, the largest percentage of pet owners purchasing pet
supplements for their pets spends between $20–29 per month on supplements. In fact, over half of all those from
the survey who responded that they purchased pet supplements in the last 30 days spent more than $20 for those
purchases in the last month. A total of 56% of respondents spent between $15 and $50 on pet supplements in the
previous 30 days.

8. Packaged Facts is a trusted provider of authoritative consumer market research. For over 50 years, our in-depth
research, expert analysis and personalized client support have helped business professionals make the right
strategic decisions.
Our reports are written by analysts with years of experience as professionals working in the industries that they
now cover. This experience and our time-intensive research methodology result in authoritative analysis that aids
the decision-making processes of our clients. Our reports continue to provide a broad, top-level overview of a
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our reports are timely. Our editorial team tracks the trends that will shape these markets in the coming months,
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