Intestinal Health Pet Dietary Supplement Market - By Supplements Type (Probiotics, Prebiotics, Postbiotics, Immunostimulant, Phytogenic, And Butyric Acid and others), Product Type, Pet Type, Price Range, Application, Distribution Channel & Forecast, 2024 – 2032

Intestinal Health Pet Dietary Supplement Market Size

Intestinal Health Pet Dietary Supplement Market size was valued at USD 84.2 billion in 2023 and is anticipated to register a CAGR of 4.2% between 2024 and 2032. The market is growing due to more people owning pets and caring about their pets' health. As pets become more like family members, there is a higher demand for products that help their overall health, especially their digestion.
 

Pet owners are now more focused on preventing health issues and are buying supplements that help with gut health. This trend is supported by more knowledge about the benefits of probiotics and prebiotics, which are believed to improve pets' quality of life and lifespan. According to the American Pet Products Association, 67% of U.S. households own a pet, and spending on pet health products has increased by 5% annually.
 

Another reason for this market growth is the easier availability of these supplements through online stores and specialty pet shops. The rise of e-commerce has made it simpler for pet owners to find and buy these products, compare different options, and read reviews. Advances in veterinary science and the use of high-quality ingredients have also made these supplements more effective and appealing. This combination of higher demand, better products, and easier buying options is driving the growth of the intestinal health pet dietary supplement market. The Pet Food Institute reports that online sales of pet supplements have grown by 20% in the past year.
 

One of the primary challenges in the market faces several challenges, primarily related to regulatory compliance and the varying efficacy of products. One significant challenge is the lack of standardized regulations governing pet supplements compared to human products. This can lead to inconsistencies in product quality and efficacy, making it difficult for consumers to choose reliable supplements. Regulatory bodies in different regions have varying standards, which can complicate the market for international companies and may result in products that do not meet the highest safety and effectiveness standards.
 

Intestinal Health Pet Dietary Supplement Market Trends

One prominent trend is the increased use of multi-strain probiotics and prebiotics in supplements. Pet owners now want products that improve gut health by combining different probiotic strains and prebiotic fibers. This helps with digestion and keeps the microbiome balanced. According to the Pet Food Institute, 65% of pet owners look for supplements with multiple probiotic strains.
 

Another key trend is the growing demand for natural and organic ingredients in these supplements. Consumers are more concerned about the safety and source of the products they buy for their pets. They prefer supplements made from high-quality, natural ingredients without synthetic additives. This trend matches a larger movement towards holistic and eco-friendly pet care.
 

The American Pet Products Association reports that 70% of pet owners prefer natural ingredients in pet supplements. Additionally, there is a rising focus on personalized nutrition. Companies are creating supplements tailored to the specific dietary needs and health conditions of individual pets. This shows a need for customized solutions that address each pet's unique health requirements, reflecting a more informed approach to pet wellness.
 

Intestinal Health Pet Dietary Supplement Market Analysis

Based on product type, the market is segmented into pills/tablets, chewable, drops, powders and others. The chewable supplements dominated the market in 2023, generating a revenue exceeding USD 34.3 billion, and is expected to reach USD 51 billion by 2032. Chewable supplements are becoming more popular in the pet dietary supplement market, especially for intestinal health. Consumers prefer them because they are easier for pets to consume compared to pills or powders.
 

According to the American Pet Products Association, 67% of pet owners find chewable supplements more convenient. These supplements serve as both a treat and a source of digestive support, making it easier for pet owners to give them regularly. This format improves compliance and ensures pets get health benefits without the hassle of hiding pills in food.
 

Based on price range, the intestinal health pet dietary supplement market is classified into low, medium, high. Medium price range dominated the market in 2023, with revenue exceeding USD 38.6 billion, and is expected to reach USD 57.1 billion by 2032. The medium-priced segment (Between USD 25-50) of the market is growing quickly because it offers a good mix of affordability and quality.
 

Pet owners are more willing to spend on supplements that work well without the high cost of premium products. This segment provides a balance where consumers can get advanced ingredients, like multi-strain probiotics and prebiotics, which are important for good digestion. According to the American Pet Products Association (APPA), awareness of these ingredients' benefits is increasing, driving demand for products in this price range that offer both value and effectiveness.
 

North America intestinal health pet dietary supplement market emerged as the dominant region, generating a substantial revenue of USD 26.2 billion, and is expected to reach USD 39.9 billion by 2032. In North America, more people owning pets and focusing on pet health are driving the growth of the market. As pets become more like family members, owners are spending more on products that improve their pets' overall health, especially their digestive systems. This awareness has increased the demand for gut health supplements with ingredients like probiotics, prebiotics, and fiber.
 

According to the American Pet Products Association, spending on pet health products has risen by 10% annually, reflecting a trend towards preventive care and holistic health solutions, which are essential for a pet's well-being and longevity. Additionally, the market is growing due to more distribution channels and new product formulations. The availability of intestinal health supplements in stores and online makes it easier for consumers to find a wide range of products. The Pet Food Institute reports that online sales of pet health products have increased by 15% over the past year, showing how accessible these products have become.
 

North America: The U.S. dominated the intestinal health pet dietary supplement market with revenue of around USD 23.2 Billion in 2023 and with a CAGR of 5% for the forecast period of 2024 to 2032. In the U.S., rising pet ownership rates and a stronger focus on pet wellness are driving the growth of the market. As American pet owners increasingly treat their pets as family, there's a higher demand for products that support overall health, especially digestive health.
 

According to the American Pet Products Association (APPA), 67% of U.S. households own a pet, and spending on pet care products has increased by 5% annually. This trend is supported by growing awareness of gut health benefits and the availability of high-quality, science-backed supplements. The U.S. market shows a clear preference for preventative and holistic health solutions, which has led to the rising popularity of dietary supplements that improve gut function and overall well-being.
 

Europe: The Germany dominated the intestinal health pet dietary supplement market with revenue of around USD 4.7 Billion in 2023 and with a CAGR of 4.8% for the forecast period of 2024 to 2032. In Germany, market growth is driven by new product innovations and wider distribution channels. Companies are introducing advanced formulations for specific digestive health needs, such as supplements with targeted probiotic strains and prebiotic fibers. These products are now available through various retail channels, including specialty pet stores and online platforms, making them more accessible to consumers.
 

According to the German Pet Trade & Industry Association, the demand for specialized pet supplements has increased by 12% over the past year, validating this trend. Additionally, Germany's strict regulatory environment for pet dietary supplements ensures high standards, fostering consumer trust and contributing to market growth.
 

Asia Pacific: China spearheaded the intestinal health pet dietary supplement market with revenue of around USD 5.8 Billion in 2023 and is growing at a CAGR of 4.9% for the forecast period of 2024 to 2032. The market for pet dietary supplements focused on intestinal health in China is growing quickly. This growth is driven by more people owning pets and becoming aware of pet health. As more Chinese families adopt pets and treat them as family members, the demand for products that support overall well-being, especially digestive health, is rising.
 

According to the China Pet Industry Association, pet ownership in urban areas increased by 15% in 2023. There is also more knowledge about the benefits of intestinal health supplements, like probiotics and prebiotics, which help with digestion and immune function. The market is expanding further due to the availability of these products both online and in physical stores, catering to different consumer preferences.
 

Intestinal Health Pet Dietary Supplement Market Share

The global intestinal health pet dietary supplement industry is fragmented, with prominent players, such as Nestlé, Mars Petcare Inc., Hill’s Pet Nutrition, Inc., Zoetis Inc. and BASF SE (animal nutrition) holding a market share of 25-30%. These companies dominate the market due to their extensive research and development capabilities and strong global distribution networks within the industry.
 

Intestinal Health Pet Dietary Supplement Market Companies

Major players operating in the market include:

• Ark Naturals Inc
• BASF SE
• Bayer Animal Health GmbH
• Boehringer Ingelheim Vetmedica, Inc.
• Dr. Harvey’s LLC
• Hill’s Pet Nutrition, Inc.
• K9 Natural Ltd.
• Mars Petcare Inc.
• Nestlé
• Nutritional Veterinary Care, Inc.
• PetMed Express, Inc.
• Vetoquinol S.A.
• Virbac S.A.
• Wellness Pet Company
• Zoetis Inc.       
   

Intestinal Health Pet Dietary Supplement Industry News

• In April 2023, Hill’s Pet Nutrition introduced a new range of digestive health supplements for cats and dogs. These supplements are formulated with a blend of prebiotics, probiotics, and fiber to support healthy digestion and a balanced gut microbiome.
   
• In October 2022, BASF SE launched a new line of probiotic supplements for pets, designed to support gastrointestinal health. The products feature innovative probiotic strains aimed at enhancing digestive function and overall gut health in pets.
   
• In June 2021, Mars Petcare launched a new line of intestinal health supplements tailored to tackle diverse digestive challenges in pets. These innovative products boast advanced formulations, incorporating targeted blends of probiotics and prebiotics, with the goal of boosting gut health and elevating overall well-being.
   

The intestinal health pet dietary supplement market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Billion) and volume (Thousand Units) from 2021 to 2032, for the following segments:

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Market, By Supplement Type

• Probiotics
  • Lactobacillus
  • Bifidobacterium
  • Enterococcus
  • Bacillus
  • Others
• Prebiotics
  • Inulin
  • FOS (Fructooligosaccharides)
  • Pectin
  • Others
• Postbiotics
  • Lactate
  • Short-Chain Fatty Acids (SCFAs)
  • Others (vitamins, enzymes, etc.)
• Immunostimulants
  • Herbal/Botanical Extracts
  • Vitamins and minerals
  • Others
• Phytogenic
  • Herbs (peppermint, rosemary, etc.)
  • Spicies (Clove, fennel, etc.)
  • Botanical extracts (green tea extract, aloe vera, etc.)
  • Fruits and vegetables
  • Others (mushrooms, essential oils, etc.)
• Butyric acid
  • Butyrate Salts
  • Encapsulated Butyric Acid
  • Butyric acid glycerides
• Others (fiber sources, etc.)

Market, By Product Type

• Pills/Tablets
• Chewable
• Drops
• Powders
• Others

Market, By Pet Type

• Dogs
• Cats
• Fish
• Birds
• Others (small mammals, etc.)

Market, By Price Range

• Low (less than USD 25)
• Medium (Between USD 25-50)
• High (More than USD 50)

Market, By Application

• Digestive health
• Immune system support
• Skin and coat health
• Others (cognitive health, urinary health, etc.)

Market, By Distribution Channel

• Online
  • E-commerce
  • Company websites
• Offline
  • Specialty stores
  • Veterinary clinics
  • Supermarkets & hypermarkets
  • Others

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Malaysia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa
  • Rest of MEA