Outlook bright for skin and coat care market

In a trend particularly noticeable since the COVID-19 pandemic, pet owners are willing to spend more on skin and coat care products to optimize their pets’ health.

As a result, the market is forecast to maintain a compound annual growth rate (CAGR) of almost 10% between now and 2033.

Rise of proactive care

To benefit from this growth, pet companies should prioritize natural ingredients, transparency, holistic wellbeing and ease of consumption, according to industry insiders.

Pet owners are placing growing emphasis on proactive care for their pets. “As pet parents become more sophisticated and educated in their holistic routines for their dogs, they’re looking for preventive and health-oriented products,” explains Noël Duan, founder of Artemis, a company that offers a luxury dermatologist-developed skin and coat care line for dogs in the US and UK.

Chloe Clark, the founder of Simply Sage Dog Treats, which makes products for dogs with allergies and skin issues, highlights the pandemic as a turning point for the skin and coat care market.

During that period, pet owners spent more time at home and picked up on conditions they didn’t notice before.

“Many pet owners assumed dry paws or noses were a normal part of aging or felt that addressing these issues would require expensive vet visits,” she comments, summing up the situation prior to the pandemic.

As a result of pet owners’ increased interest in skin and coat products, the market is projected to maintain a CAGR of 9.3% from 2025 to 2033, according to KBV Research.

Focus on ingredients

Carla Ng-Garrett, Vice President of Sales (Western Region) and Ecommerce Brand Strategy at pet grooming and cleansing brand Earthbath, describes a shift toward premium, ingredient-led products as pet owners focus more on skin health.

The company has been developing natural, ecofriendly grooming products for pets since 1995, focusing on issues including dry, itchy and sensitive skin.

“Pet parents are taking a much more mindful approach to grooming,” she says. “They want shampoos and conditioners that are gentle, effective and functional, not just ‘good smelling’.”

She explains that pet owners want greater transparency when it comes to skin and coat care products, in particular in terms of knowing more about ingredients and their origins.

“The rise in demand for ingredient-focused grooming products validates what we’ve believed all along: that nature offers powerful, gentle solutions,” she states, adding that she expects demand for multifunctional grooming products to increase.

Pet owners seek familiarity

Consumers are looking for products containing substances they recognize. Ng-Garrett highlights products like oatmeal, shea butter and aloe vera, while Duan explains that pet owners are gravitating towards ingredients they use themselves, like colloidal oatmeal and prebiotics.

According to Clark, Simply Sage Dog Treats contain all-natural ingredients – including herbs and flowers – while the company’s shampoo bars use apple cider vinegar and moisturizing oils.

This market development “mirrors broader human wellness trends”, explains Becky Best, Head of Category at pet supplement manufacturer YuMOVE, “as pet owners look for products that contain high-quality, efficacious, natural ingredients. It’s clear this trend is here to stay, reshaping the way pet owners approach their pets’ health and wellness.”

Role of probiotics

Probiotics generally are growing in popularity, according to Precedence Research, and the pet probiotics supplements market is growing too, with a Mordor Intelligence report predicting it will reach $1.65 billion (€1.42B) in 2030.

Meanwhile, Verified Market Reports suggests that skin and coat care was the second-largest segment of the probiotics market in 2023, accounting for 30% of applications.

Joe Flanagan, Director of Ingenious Probiotics, began working with probiotics due to his roots in health and wellness in the built environment, which led him to study their air purification properties.

Because pets face greater exposure to harmful chemicals than humans due to their proximity to the ground, his company began to develop products to be applied topically for skin issues like dermatitis.

The aim is to “outcompete the bacteria” he says – rather than upset the pet’s microbiome by killing everything off.

Flanagan describes an increase in demand. He attributes this to a combination of companies like his own talking to people, and pet owners looking for natural remedies and animal care that is more proactive rather than reactive.

“We see growth in the market, but also in the awareness,” he says. “The skin is the biggest organ, so you’ve got to look after it.”

This is echoed by Best, who comments: “Growing awareness of the importance of gut health for overall wellbeing has led to increased demand for multifunctional skin and gut supplements, while demand for seasonal support and immunity is also on the rise.”

From treatment to prevention

Insights from a Mordor Intelligence report indicate that the overall pet supplement market is worth $2.7 billion (€2.3B) as of 2025, and it’s projected to reach $3.7 billion (€3.2B) in 2030. This is largely due to the increased focus on pet wellness and the development of premium products.

“Supplements are no longer considered a luxury in pet care,” says Sarah Boulding, veterinary expert at cat and dog supplement brand Seraquin. “Our new research shows that 61% of pets now receive supplements regularly – not just for treatment, but to prevent future health problems (33%) and to boost their overall health (47%).”

Pet-friendly supplements

Healthy skin and coats play a part in good overall health, of course, and more companies are developing relevant supplements for that specific type of preventive care. For maximum success, supplements need to be easy-to-consume products in flavors and textures that pets are likely to enjoy.

For example, Seraquin Skin & Coat, suitable for cats and dogs, features clinically backed ingredients, including omega-3 and omega-6 fatty acids.

“As a liquid supplement with an irresistible flavor, it can be easily given with food or pumped on the top, once per day,” explains Boulding.

Poland-based company Fluffy Friends Lab produces soft chews, including those for skin and coat made with natural omega-rich salmon oil and vitamins.

The company also offers Pill Pockets – functional treats that can hold pills and disguise them with dog-friendly tastes – providing another option for consumers who would like to encourage their pets to take supplements.

Non-negotiables

Clearly, consumers are increasingly focusing on specific ingredients and seeking products that don’t sacrifice their pet’s comfort and happiness.

Therefore, companies are advised to continue to prioritize natural ingredients, transparency and holistic wellbeing – factors pet owners are less willing to compromise on.