Proactive pet care

To their owners, pets are family. According to an October 2024 Harris Poll^1,2 conducted with 2,000 American pet owners, 43% of respondents said that they preferred pets over children and 82% of pet owners felt that their pet is like their child. Given the relationship so many people have with their pets, owners are taking a comprehensive approach to their pets’ health and what goes into their bodies.

A Multi-Benefit Approach

Pet parents want their pets to lead healthier, longer, and more active lives. Colton Clason, senior marketing manager, pet nutrition for ADM (Chicago), explains that ADM consumer research³ found that 79% of global pet parents are willing to spend money on preventative care so that the risk of future larger expenses can be reduced. Fulfilling this need are pet products that support dogs’ and cats’ specific needs throughout all life stages. Some of the top areas of concern are digestive health, healthy aging, skin and coat health, joint health and mobility, and dental health. “While this individualized approach is very popular, there’s certainly a market for multi-functional solutions,” says Clason. “‘General wellness’ is another key area that pet parents focus on, particularly when dogs and cats are younger or are already in good overall health.”

Pet parents today are more health-conscious than ever, increasingly seeking out products that mirror functional benefits that they expect to see in their own nutraceuticals. “This is driving demand for multi-benefit products that support pets’ holistic health,” explains Hanna Charron, associate director at Lonza (Basel, Switzerland), health ingredients product management — UC-II. “What’s more, with pets now living 1-2 years longer on average in the U.S., owners are focused on ensuring those extra years are as comfortable and active as possible—further reinforcing the need for comprehensive health solutions.”

Joint Health

When it comes to joint health, too many pet parents are waiting until joint issues such as limping and reduced activity become visible before addressing joint health. As trends in human health and nutrition become more proactive, so too are trends in pet health. Ingredients like type II collagen, popular in human supplements, are making their way into pet supplements. Standardized products such as Lonza’s UC-II undenatured type II collagen, for example, offer an effective dose of 40 mg for both humans and animals alike.^4,5

Charron explains that the undenatured type II collagen in UC-II travels to a collection of immune cells in the gut called the Peyer’s patches, where the collagen binds to immune cells via its epitopes. This triggers an immune response, stimulating the production of special types of immune cells called regulatory T cells. Regulatory T cells release bioactive molecules, called cytokines, like IL-10 and TGF-b, which stimulate chondrocytes to build joint cartilage.

While a proactive approach to joint health is ideal, joint health supplements may also provide acute relief when necessary. For example, Charron explains that scientific studies^6,7 have shown that dogs suffering from osteoarthritis (OA) given UC-II experienced an 81% reduction in overall joint pain and a 90% reduction in exercise-induced pain by up after 150 days. “Additionally, after 13 weeks of supplementation with 40 mg per day of undenatured type II collagen, healthy and active dogs showed reduced inflammatory markers and cartilage degeneration after long runs compared to dogs receiving placebo,”^5,8 says Charron.

Digestive Health

When it comes to pet health, digestive health is picking up steam, with pre-, pro-, and postbiotics becoming popular choices for pet parents. Lindsay Sumners, PhD, director of creation, design, and development, pet & animal wellbeing (PAW), at ADM, says that pets who have a balanced gut microbiome not only show signs of healthy digestive function, but also immune function, metabolic health and more. Research being conducted on digestive health shows that the gut microbiome is at the root of overall health and well-being and also provides insight on physiological relationships between the gut microbiome and systemic organs. One study Sumners referred to found that Bacillus subtilis (DE-CA9), a spore-forming probiotic, helped healthy dogs maintain well-being, as well as support digestive tract function.⁹

Looking at pre- and postbiotics, a recent study investigating the combined effects of heat-treated Bifidobacterium longum CECT 7347 (Priome Gut Health) and Fibersol-2 (Pet Fibersol), a soluble dietary fiber, found that the combination promoted a balanced microbiome and fostered beneficial gut bacteria in cats.¹⁰ Both of these ingredients are able to be incorporated into crunchy kibble, wet food, and treats, which makes it easier for pet owners to administer.

“Digestive health plays a central role in an animal’s overall wellness, influencing everything from nutrient absorption to immune defense and even behavior,” says Sarah Flynn, senior product strategic manager, bioactives at Glanbia Nutritionals (Chicago). “The gastrointestinal (GI) tract is a complex system that plays multiple vital roles in nutrient absorption, metabolic support, and immune function.”

With 70% of the immune system located within the gut, it’s no surprise gut health influences immune health. According to Flynn, bovine colostrum can also be beneficial for companion animals, supporting their gut and immune health.^11-13 Clinical trial results indicate that colostrum has a direct impact on an animal’s digestive health, with one study showing that colostrum positively impacted fecal quality in puppies.

Glanbia Nutritionals offers a colostrum called La Belle Bovine Colostrum standardized to Immunoglobulin G (IgG) and protein content. According to Flynn, the ingredient also contains “the full scope of beneficial nutrients and bioactive components found naturally within colostrum.”

Pet Supplement Formats

In the pet industry, it is important for supplements to come in a variety of dosage formats. Clason explains that cats are notoriously known for being picky eaters and tend to require a specialized approach to supplements. It’s one of the reasons ADM is focusing on “pillow” supplements for cats. “Pillows consist of a crunchy pillow-shaped exterior with a creamy and flavorful filling, offering a texture and flavor that cats love,” says Clason. “As a new spin on this common format, our scientists are formulating functional fillings for pillows, so pet parents can deliver health and wellness benefits in a pillow-shaped supplement that cats will enjoy.”

ADM research³ indicates that soft chews are the fastest-growing supplement format. These results aren’t very surprising because a similar trend is seen in human health supplements with gummies. In 2023, soft chews accounted for around 70% of the revenue for the global pet supplements market.¹⁴ Niki Kennedy, director of insights & content, Glanbia Nutritionals, describes how in recent research,¹⁵ 23% of dog owners reported using treats as supplements, while 51% said that they attribute the soft chewy treats as a reward, and 39% use them to bond with their pets.

Despite this popular supplement format, Charron believes that a different format will outpace soft chews. “The supplement format that is set to achieve the highest compound annual growth rate from 2023 to 2024 is powder form,”¹⁴ he explains. “Why? Simply put, powder format is absorbed more quickly, is easy to consume, and can be mixed with food and/or beverages with ease, making it one to watch in the pet supplements space.” It’s one of the reasons Lonza is offering UC-II in both soft chew and powder formats. To get on this upcoming trend, ADM offers pre-portioned and stay-fresh sachets, as well as stick packs to be able to provide precise dosage without extra calories. Clason added that, “Additionally, squeezable pastes, soft baked bars, dental sticks, and other fun formats can be formulated with functional ingredients like postbiotics, so proactive pet care can be an enjoyable experience for people and their furry family members.”

White Space inthe Pet Health

The pet health space has a lot of potential for new product development. “Functional products that combine inventive formats, palatability, and tailored health benefits with scientific backing will be well-positioned to capture this growing market,” said Sumners.

“Most pet health supplements on the market today are targeted towards senior pets or pets with visible joint decline,” Charron expresses. This is a golden opportunity though for brands to create proactive supplements that help healthy, active pets at any stage of life to be able to maintain long-term overall well-being. “This strategy can help brands tap into the growing consumer interest in longevity products that is gaining momentum in the pet supplement space. By supporting everyday activity and vitality, these solutions can help pets keep playing fetch, running around the garden, and enjoying life with their owners for longer,” Charron adds.

Pet parents are becoming more attentive to what they are feeding their furry friends and that is also reflected in how much they are willing to spend to get better quality. The American Pet Products Association’s (APPA) “2025 State of the Industry Report,”¹⁶ found that pet parents were spending 4.1% more on pet products in 2024. The data shows that younger generations are seeking a newer approach to pet health compared to older generations. For example, Gen Z-ers, Millennials, and Gen X-ers are reported to be more likely to give their pets (dogs and cats) some form of vitamin and supplement. Of these generations, 48% of Millennials currently give suppements to their pet, while 39% of Gen Z-ers, 34% of Gen X-ers, and only 24% of Boomers currently give their pet supplements.¹⁶

With the growing interest in pet health, the pet industry is lining up for the potential to become a booming sector and help improve the lives of our furry friends so they can be in our lives for as long as possible.

References

1. The State of Pets https://theharrispoll.com/wp-content/uploads/2024/10/State-of-Pets-October-2024.pdf (accessed May 20, 2025). 
2. Cleaver, L. Study: 43% of Americans prefer pets over children https://www.petfoodindustry.com/pet-food-market/market-trends-and-reports/news/15707952/study-43-of-americans-prefer-pets-over-children (accessed May 20, 2025).
3. ADM Outside Voice
4. Gupta, R.C.; Canerdy, T.D.; Lindley, J.; Konemann, M.; Minniear, J.; Carroll, B.A.; Hendrick, C.; Goad, J.T.; et al. (2012), Comparative therapeutic efficacy and safety of type-II collagen (uc-II), glucosamine and chondroitin in arthritic dogs: pain evaluation by ground force plate. J Anim Physiol Nutr, 2012, 96: 770-777. DOI: 10.1111/j.1439-0396.2011.01166.x
5. Varney, J.; Fowler, J.W.; and Coon, C.N., Undenatured type II collagen mitigates inflammation and cartilage degeneration in healthy Labrador Retrievers during an exercise regimen. Transl Anim Sci. 2021, 5(2). DOI: 10.1093/tas/txab084
6. Peal, A.; D’Altilio, M.; Simms, C.; Alvey, M.; Gupta, R.C.; Goad, J.T.; Canerdy, T.D.; Bagchi, M.; et al. Therapeutic efficacy and safety of undenatured type-II collagen (UC-II) alone or in combination with (-)-hydroxycitric acid and chromemate in arthritic dogs. J Vet Pharmacol Ther. 2007, 30(3), 275–278. DOI: 10.1111/j.1365-2885.2007.00844.x
7. Gupta, R.C. and Canerdy, T.D., Comparative therapeutic efficacy and safety of type-II collagen (UC-II), glucosamine and chondroitin in arthritic dogs: Pain evaluation by ground force plate: Arthitis treatment in dogs. J Anim Physiol Nutr. 2012, 96(5), 770-777.DOI:10.1111/j.1439-0396.2011.01166.x
8. Varney, J.L.; Fowler, J.W.; and Coon, C.N., Impact of supplemented undenatured type II collagen on pain and mobility in healthy Labrador Retrievers during an exercise regimen. Transl Anim Sci. 2022, 6, 1-7. DOI: 10.1093/tas/txac123
9. Allenspach, K.; Sung, C.-H.; Ceron, J. J.; Rubio, C. P.; Bourgois-Mochel, A.; Suchodolski, J. S.; Yuan, L.; Kundu, D., et al. Effect of the Probiotic Bacillus subtilis DE-CA9 on Fecal Scores, Serum Oxidative Stress Markers and Fecal and Serum Metabolome in Healthy Dogs. Vet Sci. 2023, 10(9): 566. DOI:10.3390/vetsci10090566
10. Wang, F.; Gao, S.; Peng, Q.; Tan, L.; Chen, S.; and Xia, Z., Effects of Heat-Treated Bifidobacterium longum CECT-7347 Combined with Fibersol-2 on the Intestinal Health of Cats Submitted to an Abrupt Dietary Change: A Randomized Controlled Study. Animals. 2024, 14, 2179. DOI:10.3390/ani14182668
11. Munteanu, C. and Schwartz, B.; The Relationship Between Nutrition and the Immune System. Front Nutr. 2022, 9. DOI: 10.3389/fnut.2022.1082500 
12. Giffard, C.J.; Seino, M.M.; Markwell, P.J.; and Bektash, R.M., Benefits of bovine colostrum on fecal quality in recently weaned puppies. J Nutr. 2004,134(8 Suppl),2126S-2127S. DOI:10.1093/jn/134.8.2126S
13. Satyaraj, E.; Reynolds, A.; Pelker, R.; Labuda, J.; Zhang, P.; and Sun, P., Supplementation of diets with bovine colostrum influences immune function in dogs. Br J Nutr. 2013,110(12): 2216-2221. DOI:10.1017/S000711451300175X
14. Grand View Research. GVR Report cover Pet Supplements Market Size, Share & Trends Analysis Report By Type (Over-the-counter (OTC), Prescription), By Pet Type (Dogs, Cats), By Form, By Application, By Distribution Channel, By Region, And Segment Forecasts, 2024 – 2030.
15. Exploring Tomorrow’s Trends for Dog Owners in the US, Innova Market Insights, May 2024
16. Kerwin, N. US pet parents spent 4.1% more on pet products in 2024 https://www.petfoodprocessing.net/articles/19128-us-pet-parents-spent-41-more-on-pet-products-in-2024 (Accessed May 21, 2025).