The global pet food market is growing steadily with a Compound Annual Growth Rate (CAGR) of 5% reaching $169.7 billion by 2033. The US accounts for the largest sector of the market, with over 70% of all households owning at least one pet. This alone is estimated to be worth over $ 43 billion. For many businesses, tapping into this growth has become a top priority. An offering of condition-specific supplements and treats represents an easy entry to an otherwise challenging market.
Subscription-based sales:
Another major trend has been the rise of specialty diets, supplements, and treats delivered directly to consumers’ homes through subscription services. Increasingly, consumers appreciate the convenience of regular food deliveries, with the added benefit of avoiding the risk of running out. And because of the steady growth of specialty diets to aid in the treatment of many common medical conditions, this is one less worry for consumers. They know they are regularly receiving a condition-specific diet, supplement, or treatment that their veterinarian has recommended. This poses a significant challenge for big-box stores and supermarkets.
Chronic condition support – an established and growing market:
Veterinarians often use the pet’s diet to support, or in some cases, treat common chronic conditions. For years, veterinarians have viewed pet food diets as an adjunct to their medical management of various cases. Functional add-ons, mixers, supplements, and treats are no longer interfering with veterinary special diets; instead, they complement them. These products are popular with dog owners and can now be used without fear of disrupting the carefully designed specialty diet. The American Pet Products Association (APPA) reports that purchases of these food formats have increased by 129% since 2018.
The inclusion of probiotics and prebiotics in diets and treats has also increased, with sales of dog food diets expected to grow by 18% in 2024. Recent research indicates that the gut microbiome can have a profound impact on dogs’ overall health. We know that scientifically formulated diets can help significantly with problems such as heart disease, dental disease, behavioral issues, allergies, and skin disease. This is a key area for brands to invest in as they enter 2026 and beyond.
Unfortunately, the probiotic market is saturated with low-quality brands that provide only one bacterial species, often in quantities unlikely to have medical significance. Brands looking to enter this space should differentiate themselves by investing in high-quantity, multiple-species probiotics or exploring other solutions, such as postbiotics. Postbiotics are the bioactive compounds secreted by microorganisms during fermentation. They are the functional end product of a healthy microbiome. By offering postbiotics, rather than probiotic-prebiotic combinations, manufacturers can avoid the issues associated with probiotic delivery and move directly to the desired end product. In simple terms, postbiotics create an indole-rich, immune-modulating, biome that can have far-reaching positive effects.
Condition-specific nutrition – why businesses should take note
The trend for nutritious and medically correct supplements and treats is just getting started. The millions of pets acquired during the COVID lockdowns are now entering middle age. Their owners and veterinarians will look to support them medically with high-quality diets and supplements. Furthermore, as these pets age and develop senior dog medical concerns, interest in condition-specific diets and treats will increase.
Pet owners are also very loyal to condition-specific foods. We know that owners of pets with chronic medical conditions are less likely to change their food, making them a high-retention group to target. They also want to treat their dogs with a quality treat that will not interfere with their specialty diet. The veterinary medical profession has done an excellent job of educating consumers about the need for consistently using specialty diets. However, these benefits can be compromised if the wrong supplement or treatment is used.
Conclusion
With a growing number of nutrition-conscious, highly bonded pet owners caring for ageing pets, there has never been a better time for companies to invest in condition-specific nutrition, including supplements and treats. A recent Packaged Facts survey of pet owners showed that 71% prefer to buy treats with added health and wellness benefits. Top Dog Chef’s private label option allows companies to apply their branding to either their treats or supplements. This enables customers to provide their dogs with proper nutrition support using clinically validated postbiotics at home. By catering to common conditions such as dental disease, joint problems, and skin issues, companies can tap into a large, brand-loyal group of pet owners with a very positive message.
Dr. Jim Humphries has been a veterinarian for 45 years and has owned and operated successful practices in Texas, Oregon, and Colorado. He is a frequent lecturer at national and state veterinary meetings, and at many of our nation’s Colleges of Veterinary Medicine. He is also well known in the media, having served as the regular veterinarian on CBS The Early Show, and is also a contributor at CNN, Animal Planet, and many other major media. He is the founder of the Veterinary News Network and the American Society of Veterinary Journalists. He is also an Adjunct Professor at the famed College of Veterinary Medicine at Texas A&M University where he teaches media communications and crisis media management.