Putting a spring in feline joint health

As pet cats are living longer – often to between 13 and 20 years of age – joint and mobility issues are becoming more common. Owners are increasingly taking proactive steps to maintain their companion’s health and mobility. What new opportunities is this creating for brands?

Cats are catching up

Based on analysis by Strategic Revenue Insights, the global dog and cat joint health supplement market is forecast to grow at around a 6-7% compound annual growth rate (CAGR) until 2033, reaching about $1.5 billion (€1.25B) in value.

While dogs currently account for the majority of spending, the feline segment is expected to grow at a faster pace due to increasing focus on feline wellness and prevention, and ongoing innovation in the category.

Steps to support longevity

Cats are notoriously good at hiding pain. “How often have I heard owners say, ‘Oh, he’s just getting old, but he’s not in any pain’?” says Dr. Humphrey Grimmett, a veterinary surgeon who co-created the oral liquid joint supplement Zooomy.

However, according to a study published in the Journal of the American Veterinary Medical Association, up to 90% of cats over 12 show signs of arthritis on X-rays. Nowadays, this painful problem has come to be seen as a manageable condition that can be treated – and perhaps even prevented – rather than an inevitable sign of aging.

As a result, a growing number of cat owners are not only treating acute symptoms, but are also seeking products that support long-term mobility. “Rather than waiting for a symptom to occur, they’re taking steps to ensure their cat’s longevity,” says Neil Yadolahi, founder of UK pet supplement company WellPaws.

Rising popularity of liquids and gels

In particular, the liquid and gel segment of the pet supplement market is projected to grow substantially between 2026 and 2035, according to Precedence Research. The rise in demand is being driven by elderly pets, small breeds, and those with dental problems or who struggle to swallow solid supplements.

“The cat-specific market is quite an interesting one,” says Yadolahi, who explains that it can be difficult enough to get dogs to swallow tablets, let alone cats. “We’ve spent the last three or four years developing formulations that are easy to administer, won’t upset their gut and make supplementation a stress-free routine for owners.”

Easier to administer and absorb

Dr. Grimmett points out the practical advantages of liquids. “The overriding benefit for the owner is that compliance with the regimen is easier, so their cat is likely to receive the full amount regularly. It’s this consistency over time that leads to better joint support and observable improvements,” he explains.

“Some liquids can even be syringed directly into the mouth, making administration easier for tricky cats. And they’re more efficiently absorbed than tablets or chews, which need to be broken down first,” he adds.

Innovation and differentiation

Startups and challenger brands such as WellPaws and Zooomy are at the forefront of innovation in this segment, differentiating themselves from established brands through greater agility and faster development.

For example, WellPaws’ Bone & Joint Care Syrup contains pre-dissolved ingredients including glucosamine, BioCell Collagen, chondroitin and hyaluronic acid, and can simply be poured over a cat’s regular food. They enjoy the syrup, says Yadolahi. He also views it as changing the way pet owners view supplementation, now that administering it is aligned with their own habits.

Looking beyond glucosamine

Glucosamine has long been used to help treat conditions such as osteoarthritis in pets, though its benefits aren’t as clear in cats as they are in dogs. Increasingly, manufacturers are developing advanced formulations combining it with ingredients including UC-II collagen, green-lipped mussel (GLM), turmeric and Boswellia serrata. These ingredients offer benefits including pain reduction, anti-inflammatory support and cartilage protection.

WellPaws’ Joint Care Chewables, for example, contain Boscurin, a blend of Boswellia serrata and turmeric. And both WellPaws’ and Zooomy’s liquid products contain hyaluronic acid.

Dr. Grimmett explains: “Long-chain hyaluronic acid is absorbed and distributed to the joints, replenishing joint fluid and helping lubricate surfaces. It also interacts with receptors in the gut, modulating inflammatory processes through the gut-immune axis.”

Multi-ingredient formulas with impact

“We focus on ingredients that have real impact and deliver real results, which is why green-lipped mussel is the hero of our YuMOVE Joint Care formulas,” says Dr. James Bascharon, founder of Illinois-based pet health company Vetnique.

He explains that GLM offers a naturally rich source of omega-3 fatty acids and joint nutrients that support the body’s anti-inflammatory pathways, helping maintain joint comfort, mobility and flexibility in aging cats.

Proactive rather than reactive

The development of liquid and gel supplements and the diversification of ingredients are not two isolated advancements.

Together – with one improving administration and absorption, and the other ensuring the supplements are effective in the long run – they work to support cats’ long-term joint and mobility management, and are proactive rather than reactive healthcare.

“Long gone are the days of people seeing symptoms, bringing their pet to the vet and spending endless money on vet bills and a week’s course of tablets,” adds Yadolahi. Instead, people are opting for multi-ingredient formulas with proven benefits.

Liquid and gel formats are desirable from a retail perspective, too, as improved administering often prompts consistent long-term use and repeat purchasing – particularly for cats, whose owners can find giving supplements difficult.

Further growth on the cards

Liquids are moving beyond simple supplementation into functional daily support, reflecting trends in pet humanization and e-commerce – particularly in the US and Europe.

North America remains the largest market due to high pet ownership and a focus on preventive care, but Europe is seeing steady growth driven by education and demand for products backed by science.

The market for liquids, gels and multi-ingredient formulas is projected to continue to grow over the next decade, driven by more senior cats requiring proactive care, greater owner expectations, veterinary insights and product innovations.

Opportunities for pioneering brands

While the feline joint health and mobility supplement segment still trails the canine segment in market size, its projected growth rate and lower level of saturation make it an attractive area for innovation led brands. The pace-setting startups and smaller companies could prompt larger corporations to follow suit.

Companies addressing administration challenges, palatability and feline-specific formulation are well-positioned to seize opportunities for differentiation and market-share capture as the category grows.