Pet Supplements: Paws, Pills and Pet Wellness
Why veterinary recommendations are critical to a pet’s health as more owners turn to supplements.
In today’s pet-loving world, vitamins and supplements aren’t just for humans anymore – they’re finding a permanent place in the family pet’s food bowl. According to the 2025 Dog & Cat Report from the American Pet Products Association (APPA), more pet owners than ever are turning to vitamins and supplements to support their animals’ health.
For dogs, 53% of owners now give their pets vitamins/supplements – an increase of 6% since 2023 and a 56% jump compared to 2018.
Cat owners are following a similar trend, with 34% now providing vitamins/supplements, also up 6% from 2023. Over the past six years, supplement use among cat owners has surged by 70%.
What’s behind this booming trend?
Dr. Martha Cline, Purina, said there are several factors contributing to pet supplement popularity. This includes the humanization of pets, growth in the human supplement market, and new science in supplements that are leading to proven benefits. Consumers are being exposed to lots of marketing on social media platforms creating awareness.
The influence of marketing should not be underestimated, particularly when it comes to social media. “Many owners are now taking the time to better educate themselves and are evaluating to the best of their abilities how supplements can play a role in the health and well-being of their pet,” Dr. Cline said.
Veterinarians are also learning how to incorporate various supplements into their practice based on available evidence to support their use.
But as the supplement shelves grow more crowded, so do questions about safety, effectiveness and the role veterinarians should play.
Efficacy and safety
Supplements are broadly defined as a product with a dietary ingredient(s) intended to supplement the diet. “As a veterinarian, I want owners to know that supplements are not a medication nor are they regulated like medication or even pet food,” Dr. Cline said. Safety and efficacy are not a guarantee when selecting a supplement, and pet owners should feel comfortable talking to their veterinarian about any supplements they give.
Joint supplements tend to dominate the market, Dr. Cline noted. Supplements to support the gastrointestinal tract also tend to be popular, including probiotic supplements.
Supplements are, in many cases, another tool in the toolbox for veterinarians. Often, they can be used alongside a medication or therapeutic diet. Owners should disclose to their veterinarian any supplements they are giving to their pet to be sure there are no potential interactions or overlaps in their pet’s treatment plan.
“Due to the limited regulation of pet supplements, consumers should look for supplements with both documented safety and efficacy,” Dr. Cline said. “This can be difficult as this data isn’t always easily accessible.”
The quality controls and safety surrounding supplements often rest with the manufacturer, but there are independent, third-party organizations to help assess the safety and quality supplements. For example, the National Animal Supplement Council (NASC) is an organization that audits supplement manufacturers for quality assurance and product safety.
Veterinary clinics should ask manufacturers about the evidence they have to ensure the safety and efficacy of their product. They can also look for a third-party certification like the National Animal Supplement Council (NASC) or independent testing like consumerlab.com.
Supplements can offer a wide variety of health claims, and veterinary clinics should review the available evidence to support their use for healthy pets and those with various conditions.
“Owners should be encouraged to talk with their veterinarian about any supplements they are giving to their pet,” Dr. Cline said. “Veterinarians can also help recommend products with known safety and efficacy from a company they trust.”
But with documented safety and efficacy, supplements can play a role in helping pets live optimal lives, Dr. Cline noted. “I hope the trend of continuing to use science to substantiate claims continues in the pet supplement industry.”
The pros in probiotics
Probiotic supplements, one of the more popular categories, may be helpful in managing pets with decreased stool quality. The benefits associated with a probiotic supplement are specific to the bacterial strain of the probiotic and it is not expected for all probiotics to have the same benefits.
“For example, FortiFlora from Pro Plan Veterinary Supplements contains the probiotic strain Enterococcus lactis SF68, which is proven to promote intestinal health and balance,” Dr. Cline said. “Older dogs that are starting to experience joint stiffness or younger dogs that are highly active or working may benefit from a joint supplement, like JointCare, also by Pro Plan Veterinary Supplements, which contains collagen, hyaluronic acid, glucosamine and chondroitin sulfate to provide important building blocks to help maintain healthy cartilage and joints.”
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