Supplements

Omni Pet, Vetic, and FirstClub secure fresh capital to scale manufacturing, veterinary networks, and quick-commerce platforms.

Despite growing interest in pet wellbeing, both pet parents and brands remain uncertain about the most effective long-term approaches to managing joint health.

Nearly 8 out of 10 sales in the country’s pet sector came from pet food, while e-commerce continued to increase its share of turnover over the year.

Strong performance in North America offset declines in China, which were driven by ongoing supply chain restructuring.

After years of ‘natural’, grain-free and human-grade claims dominating innovation, market growth in the US is now increasingly driven by precision health positioning.

Longer cat lifespans and better diagnostics are driving growth in the supplement category, with innovation focusing on convenience and advanced formulations.

Major players, including Suziria Group, APC and Mars, are opening new facilities worldwide to expand production and accelerate innovation in the pet sector.

Despite widespread awareness of potential benefits, recent research shows significant variations in the use of this type of complementary pet nutrition across different countries.

Multivitamins might still lead the segment due to their convenience, but targeted, herbal and natural options for dogs and cats are increasingly sought after.

Walmart campaigns and internal Amazon management are contributing to lower Q4 margins, with the 2026 forecast showing a sales lift.