Although difficult to completely calculate, according to Grandiew Research (https://www.grandviewresearch.com/industry-analysis/pet-supplements-market), the US pet supplement industry has been estimated at $1.9 B in 2021, with an expected CAGR of approximately 5.9% for the period 2022-2030. Further, according to an American Pet Products Association (APPA) survey (2021-2022), the dogs segment dominated the market for pet supplements and held the largest revenue share of 43.2% in 2021, and while this segment is expected to maintain dominance over the forecast period, the cats’ segment is projected to register the fastest CAGR of 6.1% in the market for pet supplements from 2022 to 2030.
With this growth and potential in mind, the Ingredient Transparency Center (ITC) used its formula and approach for examining human supplement user behavior and values across ingredient sets and transposed that model into an examination of pet parents (dog, cat and horse) supplement purchasing in the US. Fielded in early summer 2022, the report itself examines 1000 US pet parents, their approach to pet wellness, their familiarity and knowledge about a broad set of ingredients, their values and purchase motivators and then a deeper dive into specific ingredient categories such as prebiotics, collagen, probiotics and more.
The list of ingredients generally examined includes staples such as omega-3s, glucosamine and vitamins, and emerging ingredients in the pet supplement space such as ashwagandha, CBD, prebiotics and hyaluronic acid. Through its 5 year history of examining human supplement usage and behavior, ITC is able to compare and model the patterns between human and pet supplements, and understand the lag period and differences and so to anticipate future trends for the pet supplement marketplace in the US and the type of support likely to influence US pet parents.
This first of its kind consumer data set is an ingredient-up, values, influences and purchase motivator driven analysis of pet parent behaviors. All those surveyed do purchase some supplements for their pets, in many cases numerous supplements, for which they spend more than they do on their own supplement purchases. The data examines why they buy, what drives trust and transparency, to what extent the branded ingredient proposition drives purchase, what they buy and where they buy.
Other notes and how to interpret and use this report:
- This report is provided as a PDF and PowerPoint. At any time, purchasers can right click in the PowerPoint slide to obtain supporting data.
- The footers at the bottom of each slide describe the user/respondent set and numbers, and where helpful, the exact question asked.
- For questions that have answers that vary by degree, such as 'frequently' and 'often' or 'extremely' and 'very' types of answers, these will typically be grouped as Top 2 or Top 3 and this will be noted in slide footers.
Use this ITC report and these insights to:
- Get a jump on the competition with strategic and actionable intelligence
- Validate assumptions, strategy, investments and priorities
- Partner better with your customer set to win in your target market sectors
- Meet your consumers exactly where they are going
This report is for general pet supplement users and provides over 90 slides of data and insights.
