The pet probiotics market has seen remarkable growth lately, and it’s easy to see why. Pet owners all over the world now see their furry friends as family members and want the best for their health. As a result, the demand for high-quality, health-focused products like probiotics is higher than ever before. Let’s look at the trends, data, and innovative products that are driving this market and shaping the future of pet wellness.
The Market at a Glance
The pet probiotics market reached a value of US$ 4,400 million in 2023 and is expected to climb to US$ 7,100 million by 2031. This represents a healthy CAGR of 6.16% between 2024 and 2031, showing steady growth in this industry. More pet owners are looking for solutions to improve digestive health, boost immunity, and support the overall wellness of their pets.
Why Pet Probiotics?
Probiotics are no longer just a trend—they’re becoming a trusted part of pet care routines. With an estimated 471 million dogs and 373 million cats worldwide, and nearly 166 million pet-owning households in Europe alone, people are investing more in products that benefit their pets' digestion and immunity. Customers prefer products that are natural, organic, and free from harmful additives, which is pushing companies to innovate and provide clean-label options.
Innovations and New Products
Innovation is the backbone of the pet probiotics sector. Companies are launching new products to meet different pet health needs and preferences. In August 2024, Bully Max and Feeders Pet Supply launched Fresh Catch, a dog food packed with high-quality ingredients and probiotics to support digestive health. Clasado Biosciences unveiled Bimuno Pet, a prebiotic solution made especially for pets’ gut health, and Lallemand Animal Nutrition introduced the LALPROBIOME platform with yeast, bacteria-based prebiotics, probiotics, and antioxidants—all designed to improve digestion, immunity, and even cognitive function in pets.
These launches reflect the market’s shift toward functional nutrition and holistic solutions, where pet wellness goes beyond digestion to include immunity and brain health.
Regional Leaders and Growth
North America is a leader in the pet probiotics market. There is a large base of pet-owning households—about 82 million in the US alone—driving demand for products that enhance digestive health and overall vitality. The region offers a well-developed pet care industry with many established manufacturers making it easier for owners to find a variety of probiotic supplements.
Asia-Pacific is currently the largest market, and North America is the fastest-growing region for pet probiotics. In Europe, the pet population totals 352 million, including 129 million cats and 106 million dogs. These numbers point to a growing market everywhere, especially as owners seek premium, safe products for their pets.
The Rise of Dog Ownership
One segment that stands out is the growing number of dog owners. According to the 2023-2024 AVMA Pet Ownership Sourcebook, dog ownership in the US jumped from 31.6% of households in 1996 to 45.5% in the most recent survey. This rise means more people are researching and buying probiotic products for their dogs’ health.
More Than Just Digestion
Today’s pet probiotics are tailored to specific needs, such as solving digestive issues, boosting immunity, and supporting cognitive function. Pet owners want products that do more than one thing. New launches like O.T.I.S. Wild Things Digestive Health Ancestral Probiotic focus on ancestral ingredients for targeted benefits.
Sustainability in Pet Probiotics
Sustainability is also gaining attention. Companies aim to create pet probiotics using eco-friendly ingredients, responsible production, and recyclable packaging. Fera Pets, for instance, launched a Goat Milk Topper Line in 2023 that uses 100% recyclable packaging. The brand was also named a Top Performer by the Pet Sustainability Coalition, highlighting the growing link between sustainability and consumer choices.
Challenges in Global Regulations
Despite the robust growth, the pet probiotics market faces challenges due to variations in global regulations. Each country sets its own standards for labeling, approval, and ingredients. Differences in rules mean it takes longer for products to reach new markets, and companies may need to change formulas and packaging. This lack of harmonization can limit global accessibility and slow down innovation.
Major Players
The landscape features big names like Nestlé Purina PetCare, Mars, Incorporated, Zesty Paws, NOW Health Group, Fera Pets, CYMBIOTIKA, Companions Choice, PetLab Co., and Open Farm. These companies set trends, launch new products, and focus on quality as well as sustainability to meet customer demands.
Final Thoughts
The pet probiotics market is expanding fast, led by innovation, changing consumer preferences, increased pet humanization, and a strong focus on health. As more owners look for ways to boost their pets’ well-being with natural, science-backed supplements, the market will continue to thrive. Advances in product variety, regional growth, and a move toward sustainable practices ensure there are plenty of opportunities ahead for brands and pet owners alike.
