Getting noticed in the supplement sector

Today’s pet parents are looking for premium-quality nutrition for their pets, often prioritizing vet- recommended, natural and organic products and health supplements as they become more aware of their pet’s individual health requirements. Whether pet owners are looking for a health supplement to soothe their pet’s aching joints, maintain a healthy coat, probiotics to help settle their stomach or even a way to help their anxious pet feel calm and relaxed, pet supplements cater to all kinds of needs.

Market growth

The global pet supplement market was valued at $2 billion in 2022 and is predicted to grow at a compound annual growth rate (CAGR) of 5.9% from now until 2030. A study conducted by Kinship Partners revealed that around 77% of pet owners in the United States were concerned about their pet’s health. This is substantially fueling the growth of the market.

In the UK, soaring pet care search statistics in November 2022 spoke for themselves. The seasonal increase in firework activity around 5 November often triggers pet anxiety. This was reflected in a 224% increase in online searches for ‘probiotics for dogs UK’ on Amazon. Similarly, searches for ‘dog calming tablets’ increased by 13% on the previous month.

Multivitamins and antioxidants

Further growth is being driven by multiple categories such as multivitamins (+63%) and antioxidants (+44%).

Fish oil supplements such as salmon also showed strong growth with a 39% increase in the space of a month. These insights underline that the pet trends are mirroring human health trends with the adoption of multivitamins, natural flavors and low gluten/grain content.

Gaining the trust of consumers

Quality and product integrity have long been major buying factors for consumers. Driven by a desire to add functional nutrition to their pet’s diet, pet parents are now increasingly looking for proof of ingredient efficacy. The good news is that, once pet owners have found a product that works and they see visible results, they tend to buy it repeatedly rather than making any changes that may risk the well-being of their pets.

Having worked with Lintbells, a UK-based provider of veterinary supplements for joints that helps around 2 million pets globally per year, we at Marketplace Amp know that the winning formula revolves around gaining consumer trust. We therefore recommend manufacturers to showcase the origins and quality of their supplements and encourage consumers to provide positive feedback in online reviews.