The pet supplement category was benchmarked at $800 million in 2020 and some expect it to grow to more than $1 billion by 2025. At the same time, there is increased confusion about what a supplement is. Toppers, treats, pills and powders all get lumped into the category. Daniel Schaeffer, Native Pet, believes the category is evolving to an around-the-bowl nutrition category inclusive of most forms of supplementation.
To sustain growth, the nutritional supplement category will likely feature complementary active ingredients to offer pet owners something unique beyond what a healthy diet alone can provide.”
Source: Petfood Industry, June 2020, page 32. Link.