Why pet supplements need more than a good formula

The pet supplement market is becoming more structured, technical and demanding. As pet owners look for targeted wellbeing solutions, brands face a challenge: products that are not only relevant on paper, but also easy to use, accepted by pets and reliable from a regulatory and manufacturing perspective.

New expectations are also shaping the category. Microbiome support, immune balance, stress, mobility, and skin and coat are increasingly influenced by trends from human nutraceuticals. Pet care brands are considering a broader ‘one health’ approach, connecting pet wellbeing, human expectations and more responsible product choices.

Designing products for real-life use

In pet supplements, success no longer depends on formulation alone. Dosage form, packaging, palatability and excipient choices all influence product acceptance and long-term use.

Divisible tablets, powders and liquids do not address the same use case, species or owner behavior. Liquids, for example, are particularly relevant when flexible dosing is required according to the pet’s body weight, or when targeting cats, which are often more difficult to supplement.

Palatability is another decisive factor. A technically strong product can still fail if the pet refuses it. Taste, smell, texture and format influence acceptance and compliance. Every ingredient matters: choosing suitable excipients and palatants while paying attention to allergens and species-specific sensitivities.

From concept to market

This is where experienced contract development and manufacturing organization (CDMO) partners can make a difference. With more than 10 years of expertise in pet care and a dedicated site in Italy, Naturacare supports brands in turning pet supplement concepts into feasible, compliant and market-ready products.

Having a site dedicated to pet supplement production is not common. The company brings R&D and regulatory support from the earliest project stages, helping brands assess formulation feasibility, ingredient choices, compliance and packaging options. Its site in Modena is authorized for complementary feed production and offers capabilities in tablets, powders and liquids.

Private label or tailor-made

Naturacare proposes two development routes. For brands looking to reduce time-to-market, NaturaGo® Pet offers a private label range with 18 products across eight key segments: joints, liver support, digestion with probiotics, respiratory comfort, immunity, stress, skin and coat, and oral care. For more differentiated needs, tailor-made developments start from a customer brief.

By combining pet supplement expertise with experience in human nutraceuticals, the company helps identify emerging opportunities and translate them into concepts for dogs and cats, acting as a proactive innovation partner.