Due primarily to a downturn on the equine side of the market, sales of pet supplements and nutraceutical treats felt the recessionary cold, but the market now appears set to track back up. Many positive factors are at play, including Americans’ (and especially Baby Boomers’) receptiveness to supplements in general, the expanding health needs of the aging pet population, the steady influx of new products, growing consumer preference for natural remedies vs. pharmaceuticals, greater availability and exposure at retail (including private labels), increasing acceptance and recommendation of pet supplements by the veterinary community, and the relative affordability of nutraceutical treats as a mode of “functional pampering” during the down economy. As a result, even though formal regulatory status continues to evade pet supplements, sales are expected to reach $1.6 billion by 2015, a 27% increase from 2010.

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Pet Supplements and Nutraceutical Treats in the U.S., 3rd Edition
February 1, 2011
Due primarily to a downturn on the equine side of the market, sales of pet supplements
and nutraceutical treats felt the recessionary cold, but the market now appears set to
track back up. Many positive factors are at play, including Americans’ (and especially
Baby Boomers’) receptiveness to supplements in general, the expanding health needs
of the aging pet population, the steady influx of new products, growing consumer
preference for natural remedies vs. pharmaceuticals, greater availability and exposure
at retail (including private labels), increasing acceptance and recommendation of pet
supplements by the veterinary community, and the relative affordability of nutraceutical
treats as a mode of “functional pampering” during the down economy. As a result, even
though formal regulatory status continues to evade pet supplements, sales are
expected to reach $1.6 billion by 2015, a 27% increase from 2010.
This expanded 3rd edition of Packaged Facts’ definitive Pet Supplements and
Nutraceutical Treats in the U.S. report segments the market into two categories—
supplements and nutraceutical treats (i.e., those containing supplements or novel
botanical ingredients addressing specific health conditions, such as glucosamine for
joint health)—with a primary focus on products for dogs and cats, but also extending to
horses and other types of companion animals including birds, small mammals, and
reptiles. The report provides a forward-looking examination of the market from every
angle, including breakouts by supplement type and retail channel, analysis of the
complex and evolving regulatory situation, competitive structure and marketing trends,
new product tracking, and consumer profiling.
The report also homes in on high-growth segments such as senior and natural products,
emerging ingredients, and untapped consumer demographics—such as the millions of
pet owners who use human supplements but not pet supplements and who are thus
excellent future prospects. A special feature of this new edition is proprietary survey
data from Packaged Facts’ fall 2010 pet owner survey, which charts trends in usage of
OTC and veterinary-dispensed pet supplements, compared with usage of special-
purpose nutritional formula pet foods and treats.
Market Insights: A Selection From The Report

2. Share of Supplement Sales by Function
Underscoring the importance of the senior segment in particular, products specifically
designated for joint and/or senior health account for approximately one-third of retail
sales of dog supplements and one-fifth of sales of cat supplements as of 2010,
Packaged Facts estimates based on level of product representation in bricks-and-
mortar retail venues, catalogs and online. Among canine supplements, joint/senior
products are followed by multivitamin/mineral products (23%) and skin/coat (22%)
supplements, with weight supplements much further down the list at just 1%.
Multivitamins rank No. 1 among feline supplements at 28%, with other top conditions
including skin/coat (23%) and digestive health (15%). Joint products—predominantly
glucosamine, chondroitin, hyaluronic acid and MSM—also lead on the equine side,
accounting for almost one-third of horse supplement sales (32%), followed by digestion
supplements, general supplements, and hoof supplements.
Sales by Distribution Channel
Sales of supplements and nutraceutical treats for small animals (including dogs, cats,
and other small companion animals) are concentrated in pet specialty shops, which
account for over two-fifths (44%) of sales by Packaged Facts estimates. Veterinarians
move approximately one-quarter of these products (26%), followed by health and
natural stores. Reflecting the fringe nature of pet supplements and the tendency of
mass marketers to tread lightly in this field because of the regulatory uncertainty, mass-
market outlets (supermarkets, drugstores and mass merchandisers like Wal-Mart) are
so far a relatively minor factor in this market, accounting for approximately 11% of non-
equine supplement sales.
Use of Pet Supplements Among Dog and Cat Owners
According to a proprietary Packaged Facts online survey conducted in September 2010,
21% of dog owners use any type of nutritional supplements for their dogs, while 15% of
cat owners use supplements for their cats (“supplements” were defined for survey
respondents as “vitamin/mineral-type products in pill, tablet, liquid, or powder form”).
[Figure 6-2]
Retail Channel Choices: 48% of Pet Supplement Buyers Purchase at Pet
Superstores
Packaged Facts survey data indicate that dog and cat owners buy supplements for pets
from a wide range of retail and other suppliers, as well as cross-purchasing to a
significant degree across these various sources. [Table 6-8]
Table of Contents
Chapter 1: Executive Summary
Introduction

3. Market Definition
Two Product Categories
Two Animal Classifications
Report Methodology
Pet Supplement Regulation
The National Animal Supplement Council
The Market
Market Size and Composition
Figure 1-1: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Total,
Small Animal (Dog, Cat, Other), Equine, 2006, 2010, 2015 (in millions of dollars)
Mass-Market Sales and Composition
Share of Supplement Sales by Function
Sales by Distribution Channel
Competitive Trends
Most Supplement Companies Focused in Pet Health
Private Label Ramping Up, Including Online
Nutraceutical Treats Category Continues to Spur Crossover
Illustration 1-1: Vet’s Best—Right Bites Antioxidant Treats for Dogs
Competition from Pet Food Marketers Positioning on Functional Ingredients
New Product Trends
Pet Supplement Introductions Regain Momentum
Table 1-1: U.S. Pet Supplement Product Introductions: Records vs. SKUs, 2006-
2010
Joint/Mobility and Digestion Are Top Formulations
Natural, High Omega Are Top Product Claims
Precision Nutrition: Multiple Claims, Ingredient Specificity
The Consumer
53% of Households Keep Pets

4. Use of Pet Supplements Among Dog and Cat Owners
Figure 1-2: Use of Any Type of Supplements for Pets Among Dog vs. Cat
Owners, 2010 (percent)
Purchasing Rates Regain Steam After Recessionary Dip
Pet Supplement/Nutraceutical Treat Demographics
Chapter 2: Introduction
Product Parameters
Market Definition
Two Product Categories
Two Animal Classifications
Report Methodology
Condition-Specific Products
Natural vs. Synthetic
Organic
Key Types of Supplement and Nutraceutical Treat Ingredients
Product Regulation
Two Legal Choices: Food or Drug
The National Animal Supplement Council
Product Labeling and Claims
Scientific Advisory Committee
Adverse Event Reporting
NASC Implements New Rules
NASC Honored for Efforts on Behalf of Industry
Canadian Initiatives Could Benefit U.S. Business
Human Supplement Regulation
The Dietary Supplement Health and Education Act
DSHE Remains FDA Focus, Evolves
FDA Releases Good Manufacturing Practices

5. Congress Passes Adverse Event Reports (AER) Bill
More Regulation on the Horizon
CRN Spearheading Self-Regulation
Chapter 3: The Market
Market Size and Composition
Retail Sales Slow with Recession
Table 3-1: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Total,
Small Animal (Dog, Cat, Other), Equine, 2006-2010 (in millions of dollars)
Figure 3-1: Share of U.S. Retail Sales of Pet Supplements and Nutraceutical
Treats: Small Animal (Dog, Cat, Other) vs. Equine, 2006-2010 (percent)
Sales Trends: Small Animal Supplements and Nutraceutical Treats
Table 3-2: U.S. Retail Sales of Small Animal (Dog, Cat, Other) Pet Supplements
and Nutraceutical Treats: Total, Supplements, Treats, 2006-2010 (in millions of
dollars)
Figure 3-2: Share of U.S. Retail Sales of Small Animal (Dog, Cat, Other) Pet
Supplements and Nutraceutical Treats: Supplements vs. Treats, 2006-2010
(percent)
Figure 3-3: Share of U.S. Retail Sales of Small Animal Pet Supplements and
Nutraceutical Treats by Animal Type: Dog, Cat, Other, 2010 (percent)
Sales Trends: Equine Supplements and Nutraceutical Treats
Table 3-3: U.S. Retail Sales of Equine Supplements and Nutraceutical Treats:
Total, Supplements, Treats, 2006-2010 (in millions of dollars)
Figure 3-4: Share of U.S. Retail Sales of Equine Supplements and Nutraceutical
Treats: Supplements vs. Treats, 2006-2010 (percent)
Mass-Market Sales and Composition
Natural/Organic Product Share of Sales
Share of Supplement Sales by Function
Figure 3-5: Share of U.S. Retail Sales of Dog Supplements by Type: 2010
(percent)
Figure 3-6: Share of U.S. Retail Sales of Cat Supplements by Type: 2010
(percent)

6. Figure 3-7: Share of U.S. Retail Sales of Horse Supplements and Nutraceutical
Treats by Function, 2010 (percent)
Horse Supplement Usage by Form
Table 3-4: Form of Horse Supplements Usually Used, 2006 vs. 2008 (percent)
Sales by Distribution Channel
Figure 3-8: Share of U.S. Retail Sales of Small Animal Supplements and
Nutraceutical Treats by Distribution Channel, 2007 vs. 2010 (percent)
Figure 3-9: Share of U.S. Retail Sales of Equine Supplements and Nutraceutical
Treats by Distribution Channel, 2007 vs. 2010 (percent)
Pet Supplements Advancing Pet Specialty Share Across All Animal Categories
Table 3-5: Health Product/Supplement Share of Independent Pet Store Sales by
Animal Type: 2007-2009 (percent)
Market Outlook
Formal Regulatory Oversight Still Lacking
Economic Downturn and Recovery
Pet Market Not Immune to Recession
Figure 3-10: Level of Agreement with Statement “I Am Spending Less on Pet
Products These Days Because of the Economy,” 2010 (percent of U.S. pet
owners)
Table 3-6: Economic Outlook of U.S. Pet Owners: Now vs. Last 12 Months
(percent)
Table 3-7: SymphonyIRI-Tracked Dollar and Volume Sales of Pet Products by
Category, 52 Weeks Ending November 28, 2010 vs. Year-Ago (in millions of
dollars)
Pet Supplements Feel the Cold
Table 3-8: U.S. Retail Sales of Nutritional Supplements, 2005-2009 (in millions of
dollars)
Table 3-9: Percent of Dog or Cat Owners Who Purchase Pet
Supplements/Nutraceutical Treats, 2005-2010 (U.S. dog- or cat-owning
households)
Table 3-10: Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months
(percent)

7. Figure 3-11: Level of Agreement with Statement “I Anticipate Spending More on
Pet Products Over the Next 12 Months,” 2010 (percent of U.S. pet owners)
Human/Animal Bond and “Functional Pampering”
Figure 3-12: “Consider My Pet(s) Part of the Family,” 2009 (percent of pet,
dog/cat, dog and cat owners)
Illustration 3-1: Ad for Trixsyn Joint Supplement (Modern Dog, Spring 2010)
Aging Pet Population
Figure 3-13: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006
(percent)
Pet Overweight, Obesity
Table 3-11: Percentage and Number of Overweight and Obese Dogs and Cats,
2009
Sales of Senior, Weight Management, and Special Needs Products Strong
Across Multiple Categories
Table 3-12: U.S. Retail Sales of Senior, Weight Management, and Special Needs
Pet Products: 2004, 2008 and 2013 (in millions of dollars)
Growing Acceptance of Pet Supplements Among Veterinary Community
But Still Little Clinical Testing
High-Income Demographics
Table 3-13: Change in Pet Market Consumer Base: Household Income $60K or
More vs. Household Income Under $60K, 2005 vs. 2010 (U.S. dog- or cat-
owning households)
Figure 3-14: $70K+ Household Share of U.S. Pet Market Expenditures: By
Category, 1999 vs. 2009 (percent)
All Things Natural
Much Consumer Interest
Figure 3-15: Level of Agreement with Statements “If Natural/Organic Pet
Products Were More Affordable / More Available Where I Shop, I Would Buy
Them More Often,” 2010 (percent of U.S. pet owners)
“Natural” Growing as Share of Pet Product Entries
Table 3-14: Number of New Natural and Organic Dog Food, Cat Food, and Pet
Healthcare Products and Share of Total Category Launches, 2005-2010 (number
and percent)

8. Pet Specialty Riding Natural Wave
Table 3-15: Change in Amount of Natural/Holistic Products Sold by Pet Specialty
Retailers: “Has the Amount of Natural/Holistic Products Your Store Sells
Increased, Remained the Same, or Decreased In the Last 12 Months?” (percent)
Internet Trends
Table 3-16: Level of Pet Owner Agreement with Statement: “I Use the Internet to
Help Find and Choose Pet Products,” February 2010 (percent)
Table 3-17: Level of Pet Owner Agreement with Statement: “I Buy Pet Products
Online,” February 2010 (percent)
Table 3-18: Selected Internet-Related Psychographics: Adults Overall vs. Dog or
Cat Owners, 2010 (percent and index)
Equine Impact
Pet Supplement Safety, Reliability Questioned
Ongoing Need for Self-Regulation
Functional Pet Foods Continue to Advance
Table 3-19: Kind of Dog Food Purchased in the Past 12 Months: 2004, 2006,
2008 (percent)
Product Safety Issue a Dual-Edged Sword
Looking Ahead
More Growth Ahead
Table 3-20: Projected U.S. Retail Sales of Pet Supplements and Nutraceutical
Treats: Total, Small Animal (Dog, Cat, Other), Equine, 2010-2015 (in millions of
dollars)
Table 3-21: Projected U.S. Retail Sales of Small Animal (Dog, Cat, Other) Pet
Supplements and Nutraceutical Treats: Total, Supplements, Treats, 2010-2015
(in millions of dollars)
Table 3-22: Projected U.S. Retail Sales of Equine Supplements and
Nutraceutical Treats: Total, Supplements, Treats, 2010-2015 (in millions of
dollars)
Table 3-23: Share of U.S. Retail Sales of Pet Supplements and Nutraceutical
Treats: Small Animal (Dog, Cat, Other) vs. Equine, 2010-2015 (percent)

9. Table 3-24: Share of U.S. Retail Sales of Small Animal (Dog, Cat, Other) Pet
Supplements and Nutraceutical Treats: Supplement vs. Treat, 2010-2015
(percent)
Table 3-25: Share of U.S. Retail Sales of Equine Supplements and Nutraceutical
Treats: Supplement vs. Treat, 2010-2015 (percent)
Human vs. Pet Supplement Usage Gap Points to Potential Growth
Figure 3-16: Use of Pet Supplements and Use of Human Supplements: Dog vs.
Cat Owners, 2010 (percent)
Power Segments
Chapter 4: Competitive Trends
Marketer Overview
Most Supplement Companies Focused in Pet Health
Mergers & Acquisitions
Private Label Ramping Up, Including Online
Illustration 4-1: PetSmart’s GNC Dog Supplement Web Page
Illustration 4-2: Petco’s Pet Supplement Web Page
Leading Pet Specialty Channel Marketers
Table 4-1: Pet Specialty Market and Brand Leaders in Pet Health Products by
Animal Type: 2008 vs. 2009 (percent)
Mass-Market Activity in Supplements: Leading Marketers and Brands
Table 4-2: SymphonyIRI-Tracked Sales of Dog/Cat Supplements, 52 Weeks
Ending November 28, 2010 vs. Year-Ago (in dollars)
Mass-Market Activity in Nutraceutical Treats: Leading Marketers and Brands
Table 4-3: SymphonyIRI-Tracked Sales of Nutraceutical Dog Treats, 52 Weeks
Ending November 28, 2010 vs. Year-Ago (in dollars)
Table 4-4: SymphonyIRI-Tracked Sales of Nutraceutical Cat Treats, 52 Weeks
Ending November 28, 2010 vs. Year-Ago (in dollars)
Leading Veterinary Channel Marketers
Independent Research and Clinical Studies
Illustration 4-3: GLC Direct—Trade Ad for GLC 1000 Joint Formula (Veterinary
Practice News, June 2009)

10. Teva Beginning to Bounce Back After Run-In with FDA
Nutraceutical Treats Category Continues to Spur Crossover
Illustration 4-4: Vet’s Best—Right Bites Antioxidant Treats for Dogs
Illustration 4-5: Mars/Nutro—Greenies JointCare Treats with Green-Lipped
Mussel
Illustration 4-6: PetAg’s Rawhide Brand 4” Round Safety-Knot Bone with
Glucosamine and Salix’s Healthy Hide Chewable Treats for a Healthier Dog, in
Omega 3 Daily Variety
Case History: Dogswell
Illustration 4-7: Dogswell Natural Nutraceutical Dog Treats
Winnie’s Cookies Makes a Name in Equine Treats
Competition from Pet Food Marketers Positioning on Functional Ingredients
Iams and Others Testing Pure-Play Supplement Waters
Illustration 4-8: Advertising for Nestlé Purina’s FortiFlora Supplement
Illustration 4-9: Merrick—Elements Pet Food Supplement Mix
Promotional Trends
Illustration 4-10: Ark Naturals Trade Ad in 2010 Global Pet Expo Pet Expo
Directory and Buying Guide
Illustration 4-11: Nutri-Vet’s Skin and Coat Center Countertop Display
On the Web
Table 4-5: Selected Marketers and Brands of Pet Supplements and Nutraceutical
Treats, 2010
Chapter 5: New Product Trends
Pet Supplement Introductions Regain Momentum
Table 5-1: U.S. Pet Supplement Product Introductions: Records vs. SKUs, 2006-
2010
Multi-Pet Trend in Product Introductions
Table 5-2: U.S. Pet Supplement Product Introduction Records: Dog vs. Cat,
2008-2010
Illustration 5-1: Rufus & Coco—Supplements for Multiple Companion Animal
Types

11. Joint/Mobility and Digestion Are Top Formulations
Table 5-3: U.S. Pet Supplement Product Introductions: Top Formulations for
Individual SKUs, 2008-2010
Illustration 5-2: Wholistic Pet Organics—EFA Supplement for Healthy Skin &
Coat: Salmon Oil
Natural, High Omega Are Top Product Claims
Table 5-4: U.S. Pet Supplement Product Introductions: Top Claims/Tags, 2008-
2010
Precision Nutrition: Multiple Claims, Ingredient Specificity
Illustration 5-3: Hartz—Precision Nutrition Adult Cat Multivitamins Plus Beneficial
Fiber Chew Tabs
Overarching Trends
Natural, Organic, Safer
Illustration 5-4: Organic Pet SuperFood—Condition-Specific Powder
Supplements
Human-Style
Human Product Trends as Marketers’ Best Friend
Illustration 5-5: Enjoy Life—Get Naked Liquid Supplement for Dogs
Illustration 5-6: I Love Dogs—Consumer Ad for Green Tea Antioxidant Boost
(Animal Wellness, June/July 2009)
Whole Fruits and Vegetables
From the Sea
Multitask Products
Senior-Specific Products
Illustration 5-7: PetAg—SeniorCare Pack for Dogs
Mass-Market Advances
Condition-Specific Supplements Going Strong
Joint Support
Skin & Coat Health
Calming/Behavior-Control Products

12. Digestive Health, Immune Support and Probiotics
Oral Care/Breath Products
Weight Loss/Maintenance
Illustration 5-8: PetAg—Dog Slim Weight Maintenance Treats
Trends in Nutraceutical Treats
Illustration 5-9: Probios Goodness of Yogurt Dog Treats
Illustration 5-10: Healthy Pet Brands—Frosty Bones Odor Control Dog Treats
Illustration 5-11: Virbac—Pet-Tabs Refillable Vitamin Dispenser
Equine Supplements
Illustration 5-12: Herbsmith—Serenity Equine Supplement
Illustration 5-13: Heartland Pet Care—Pro Active Balance Equine and Canine
Treats
Illustration 5-14: Buckeye Nutrition—Reasons for Immune Response Equine
Treats
Bird and Small Mammal Supplements
Illustration 5-15: Oxbow—Lavender-Chamomile Medley Simple Rewards Treat
for Small Animals
Reptile Supplements
Chapter 6: Consumer Trends
Pet Ownership Overview: Dog and Cat Owners
Methodology and Data Sources
53% of Households Keep Pets
Figure 6-1: Household Ownership Rates for Selected Pet-Owning Classifications,
2010 (percent of U.S. households)
Table 6-1: Household Penetration Rates for Selected Dog- or Cat-Owning
Classifications, 2005, 2007, and 2010 (percent of U.S. households)
Overall Demographics for Dog Owners
Regional Skews by Number of Dogs Owned
Overall Demographics for Cat Owners

13. Household Composition Skews by Number of Cats Owned
Table 6-2: Demographics for Dog Ownership, 2010 (percent, number of
households, and index)
Table 6-3: Selected Demographics for Keeping One Pet Dog, 2010 (percent,
number of households, and index)
Table 6-4: Selected Demographics for Keeping Two or More Pet Dogs, 2010
(percent, number of households, and index)
Table 6-5: Demographics for Cat Ownership, 2010 (percent, number of
households, and index)
Table 6-6: Selected Demographics for Keeping One Pet Cat, 2010 (percent,
number of households, and index)
Table 6-7: Selected Demographics for Keeping Two or More Pet Cats, 2010
(percent, number of households, and index)
Consumer Focus: Pet Supplement Purchasers
Use of Pet Supplements Among Dog and Cat Owners
Figure 6-2: Use of Any Type of Supplements for Pets Among Dog vs. Cat
Owners, 2010 (percent)
Most Use OTC Supplements
Figure 6-3: Use of OTC Pet Supplements Among Dog vs. Cat Owners, 2010
(percent)
Figure 6-4: Use of Vet-Prescribed or -Dispensed Pet Supplements Among Dog
vs. Cat Owners, 2010 (percent)
Retail Channel Choices: 48% of Pet Supplement Buyers Purchase at Pet
Superstores
Table 6-8: Retail Purchasing Patterns for Pet Supplements (U.S. dog or cat
owners)
Use of Pet Supplements vs. Other Special Nutritional Products
Table 6-9: Use of Pet Supplements vs. Other Special Pet Nutrition Products: Dog
Owners, 2010 (percent)
Table 6-10: Use of Pet Supplements vs. Other Special Pet Nutrition Products:
Cat Owners, 2010 (percent)
Similar Patterns for Pet Supplements/Nutraceutical Treats

14. Figure 6-5: Percent of Dog or Cat Owners Who Purchase Pet
Supplements/Nutraceutical Treats, 2005 vs. 2010 (U.S. dogor cat-owning
households)
Purchasing Rates Regain Steam After Recessionary Dip
Table 6-11: Percent of Dog or Cat Owners Who Purchase Pet
Supplements/Nutraceutical Treats, 2005-2010 (U.S. dog- or cat-owning
households)
Table 6-12: Number of Dog or Cat Owners Who Purchase Pet
Supplements/Nutraceutical Treats, 2005-2010 (in millions of U.S. dog- or cat-
owning households)
Multiple-Pet Factor Favors Dog Supplements/Nutraceutical Treat Sales
Table 6-13: Pet Supplement/Nutraceutical Treat Purchasing Among Dog or Cat
Owners, 2005 vs. 2010 (percent of U.S. dog- or cat-owning households)
Pet Supplement/Nutraceutical Treat Demographics
Table 6-14: Demographics for Purchasing of Pet Supplements/Nutritional Treats:
Dog Owners, 2010 (percent, number of households, and index)
Table 6-15: Demographics for Purchasing of Pet Supplements/Nutraceutical
Treats: Cat Owners, 2010 (percent, number of households, and index)
Receptiveness to Nutritional Products by Age Bracket
Figure 6-6: Patterns for Agreeing a Lot with Statement, “Am Usually Quick to Try
New Nutritional Products”: By Adult Age Bracket, 2010 (percent and index of
U.S. adults)
Table 6-16: Usage Rates for Human Supplements: Adults Overall vs. Dog and
Cat Owners, 2010 (percent)
Human vs. Pet Supplement Usage Points to Potential Growth
Figure 6-7: Use of Pet Supplements and Use of Human Supplements: Dog vs.
Cat Owners, 2010 (percent)
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