We seriously love our furry pals. “The human-pet bond continues to get stronger as people notice and experience the value of pet companionship for their own health and well-being,” says Marie Parks, MS, Ingredient Science Specialist, Stratum Nutrition. As part of that love, she adds, people are spending more on premium pet food and supplements.
Citing “pet humanization,” with owners increasingly seeking the same level of quality and care for their animals as they do for themselves, Jaroslava Juricova-Olsen, Chief Marketing Officer Human Health Ingredients, Aker BioMarine, says, “This growing desire to provide pets with premium products has fueled a strong demand for human-grade offerings. In response, health and wellness companies are developing pet products that closely mirror those designed for humans, emphasizing functional benefits and high-quality ingredients. As a result, more brands are prioritizing human-grade formulations—particularly in food, treats, and supplements—to meet the expectations of today’s discerning pet parents.”
Offering a closer look at pet parents, the American Pet Products Association (APPA) 2025 State of the Industry report shows interesting trends: “While Gen Z is taking over the pet industry, Gen X and Millennials are buying more vitamins and supplements for their pets compared to Boomers, and all generations are seeing an upward trend in subscription-based spending,” Parks reports. Additionally: “Pet owners, particularly Gen Z, are concerned about access to affordable veterinary care, so are likely to be doing their own research to take an informed proactive approach to their pets’ health.”
Supplementation is a top proactive step, evolving beyond the basics to include clinically backed postbiotics, advanced botanicals, and highly bioavailable actives, says Lauren Clardy, Maypro Senior Director of Branded Ingredients. “These next-generation ingredients address key health concerns like digestion, immunity, joint mobility, odor control, and aging—supporting happier, healthier pets at every life stage.”
Top concerns in the pet space
When it comes to taking action, much can be done. “The right nutritional strategies can make a significant impact,” confirms Dr. Ariati Aris, Scientific Affairs Specialist, PhytoGaia.
To set your business apart from the ordinary and provide your customer with advanced options for pet care, it is important to stay in front of the information provided by most others, advises Scott Steinford, Co-CEO of the Carson and Bear Wellness Project and founder of Trust Transparency Consulting. “The pet supplement industry is a fast growing, but a less innovative, industry. The education and innovation have largely relied on education and science provided by the human supplement market.” Part of the problem, he notes, is the ability to clinically test products on dogs, since there very few USDA-registered and -inspected facilities dedicated to pet supplement testing.
Within this space, Steinford adds, it is important to look for ingredients that might be more advanced than the standard responses for a stated claim. “A good example would be in the joint category. Over 90% of products making a joint health claim contain, either or both, glucosamine or chondroitin. While these have been long-running standards of care and thought, they have clinically proven competition that have added benefits and efficacy. Ingredients like eggshell membrane, collagen and hyaluronic acid have been proven successful in advancing joint health and cartilage improvement.”
Noting his science-backed ingredient picks for pets, Steinford points to:
- Epicor for allergy, skin/hair, immune health, aging
- BC for digestive health
- Wellmune for immune health
- AstaReal for muscle health, aging
- SNZ 1969 for digestive health
- Superculture Immune for allergy, aging
- Superculture Oral for oral health
- Ceratiq for skin health, aging
- Zembrin for stress, anxiety
“These are just a few of the branded ingredients not often found in most products but are known for their clinically backed efficacy,” Steinford says. “Products that carry branded ingredients are often of higher quality overall as evidenced by their commitment to using higher quality ingredients instead of generic ingredients.”
Read on for a closer look at top areas of concern and more on these and other natural, science-backed helpers.
Gut health & beyond
Digestive issues are a leading concern, says Mindy Wetzel, North America Regional Marketing Manager, IFF Health Sciences. “32% of supplement shoppers seek digestion support as a key benefit for their pets. And it’s not hard to see why: The gut microbiome plays a pivotal role in pet health. Just like in human health, a balanced gut microbiome influences not only digestion, but also immune function and mood regulation. While many pets have a very consistent core diet, exposure to human food, treats, toppers, antibiotics etc. can create micro-disruptions or short periods of challenges even in a mature microbiome. The good news is that these challenges could be best supported with a direct technology for gut health – probiotics. IFF Health Sciences’ HOWARU® Pet probiotic strains, including Bifidobacterium and Lactobacillus species are backed by clinical data and designed for stability and efficacy across delivery formats (capsules, powders, drops, etc.). Using probiotics can help plan for both maintenance and disruption – ensuring in times of maintenance that a balanced microbiome is in place to support all gut-derived health functions, while also preparing for the occasional shift to get the relationship of microorganisms back in order.”
Parks points out that, as the world of ‘biotics’ (pre- pro- and post-biotics) expands from a research, innovation, and customer education perspective, people are recognizing the wide range of benefits they can provide for gut health and beyond, from digestion and oral health to the connection between the gut with brain and skin health and the role it plays in immune function. “Aside from finding a food that agrees with the pet, supplementing with prebiotics, probiotics, and/or postbiotics can help support a balanced microbiome, leading to improved health and quality of life.”
Clardy also notes that gut health is foundational to overall pet wellness. “Research shows that probiotics and postbiotics can help maintain balanced gut microbiota, which in turn supports digestion, immune function, and even mood.” She points to findings in Frontiers in Veterinary Science showing dogs receiving a synbiotic supplement experienced improved stool quality and reduced digestive upset.
“Emerging ingredients like heat-treated strains (postbiotics) are gaining traction due to shelf-stability and clinical backing,” Clardy says. “KT-11 is a heat-killed strain of Lactobacillus crispatus that acts as a postbiotic to support immune and gut health. Unlike live probiotics, KT-11 is shelf-stable and safe across various delivery formats. Animal studies show it enhances mucosal immunity via IgA stimulation and improves gut barrier function, making it a strong fit for pets with sensitive digestion or immune-related concerns.”
Active aging, including joint health
With 78% of pet owners worldwide seeking products that may extend pet lifespan, pet longevity has clearly emerged as a central concern,” says Melanie Bush, VP of Science and Research, Artemis International. “This means demand for ingredients that promote healthy aging and products for senior animals will continue to grow. Consequently, joint health, cognitive support, and antioxidant support will continue to be top categories for innovation and growth.”
What can help: “High-quality berry ingredients from reputable suppliers can play an important role in supporting healthy joints, cognition support, and overall antioxidant capacity to support healthy aging in many of our beloved pets,” says Bush, pointing to elderberry, aronia berry, and bilberry as options high in anthocyanin, a polyphenol active linked to antioxidant capacity. She notes that elderly dogs fed anthocyanin-rich berry extracts showed improved cognitive function scores and reduced inflammation, while horses given a tart cherry supplement exhibited reduced muscle damage following exercise.
To help aging pets live their best lives, Clardy recommends Maypro’s Juvecol and MicroActive Curcumin to address joint stiffness and aging-related inflammation. Juvecol, a proteoglycan complex derived from salmon nasal cartilage, supports cartilage regeneration and reduces inflammation. And curcumin is a well-known anti-inflammatory, but bioavailability is a challenge, Clardy says. “MicroActive Curcumin uses a sustained-release delivery system to optimize absorption and blood retention. In pet formulations, this can be especially useful for addressing chronic inflammation, post-surgical recovery, and joint comfort—without requiring high dosing.”
While some breeds have a higher risk of joint deterioration than others, it is not worth taking a chance by waiting to start a supportive regimen no matter the breed, adds Parks. “Most people are familiar with glucosamine and chondroitin, but in order to obtain a clinically backed dose, the serving is typically quite large relative to other components that work on mechanisms to support joint health,” she says. “There are numerous joint ingredients with varying science behind them, mechanisms by which they work by, and where they come from, such as green lipped mussel for inflammatory support, hyaluronic acid for cartilage maintenance, and omega-3 fatty acids for stiffness.”
One ingredient that stands out is partially hydrolyzed natural eggshell membrane, Parks says, calling it “a powerhouse of critical joint nutrients including types I, V, and X collagen, glycosaminoglycans such as hyaluronic acid, glucosamine, chondroitin and keratan sulfate, sulfur-rich amino acids, and important peptide and proteins.” It has been clinically validated in numerous animal species including dogs, plus has triple-acting effects, helping protect cartilage against breakdown, helping reduce joint stiffness, and helping promote joint comfort. Parks adds, “In order to live healthy lives, most pets need to be mobile in order to maintain a healthy weight and muscle mass, both factors that can impact a variety of health areas but tend to be neglected until more pronounced issues arise.”
Another helper: Dr. Aris says tocotrienols in PetGaia have been shown to protect joint tissues by reducing inflammation and oxidative stress. “Studies found that tocotrienol-rich fractions from palm fruits, mitigated cartilage degradation in osteoarthritis via inhibition of inflammatory mediators such as TNF-α and MMPs, along with modulation of oxidative biomarkers. These pathways are central in slowing the progression of joint degeneration. Additionally, tocotrienols demonstrated chondroprotective effects by restoring antioxidant enzyme activity and suppressing joint tissue apoptosis, offering a compelling approach for both prevention and management of joint inflammation in pets. Tocotrienol supplementation has also been shown to enhance energy and amino acid synthesis, potentially supporting skeletal muscle regeneration and renewal.”
Plant squalene, a key component in PetGaia, has been shown to improve mitochondrial function and reduce oxidative stress in musculoskeletal tissues, which can translate into better endurance, muscle recovery, and resilience in aging pets with mobility limitations. Dr. Aris explains: “The synergistic effect of tocotrienols and plant squalene helps protect the structural integrity of cartilage and connective tissues while easing discomfort from mechanical stress or aging.”
Juricova-Olsen says Aker BioMarine is seeing a surge of interest from new and existing customers in its human-grade krill oil, as brands look to elevate their pet offerings. “With the pet nutrition sector increasingly leaning toward high-standard, traceable marine ingredients, companies are drawn to the same phospholipid-rich, astaxanthin-packed krill oil that supports human health.”
Rich in omega-3s (particularly EPA and DHA) as well as astaxanthin, krill oil promotes healthy skin and a shiny coat in pets while helping to improve joint health and mobility, as well as cardiovascular, brain, and eye health. It also helps strengthen pets' immune system, helping to manage inflammation, promoting overall vitality and resilience. Juricova-Olsen adds, “Aker BioMarine’s success with human-focused krill brands like Superba Krill oil is now resonating strongly in the pet space, as customers seek top-tier functional ingredients that can truly elevate their product lines.”
Muscle health is also key. A study in Nature shows the ability of HMB to improve daily activity and protein metabolism in dogs with clinically relevant muscle loss. According to TSI Group, HMB protects existing muscle mass while promoting metabolic processes that support muscle function. Shawn Baier, MS, MBA, whose work with TSI Group focuses on HMB and muscle health, says, “By supporting muscle health, HMB indirectly aids in maintaining a healthy weight, ensuring joint health, and enhancing mobility.”
Oral health (plus other odors)
Pet odor—whether from breath, skin, or stool—is a common complaint, Clardy says. “Champex, a proprietary champignon mushroom extract, targets internal sources of odor by reducing levels of ammonia, indoles, and amines through modulation of gut microbiota. In both human and animal studies, Champex has demonstrated significant deodorizing effects, making it ideal for odor-sensitive consumers and indoor pet households.”
Bad breath can be the first sign of underlying issues, some of which can lead to severe systemic and life-threatening events. “There is a plethora of products on the market touting they help with pet breath, but many are more so a cover-up, by providing ingredients that mask the odor,” says Parks. “When it comes to bad breath, one of the main causes is gas produced by bacteria in the oral cavity, known as volatile sulfur compounds (VSCs). Since the majority of pet owners are not able to brush their pet’s teeth regularly, nor do they want to put their dog under anesthesia for an expensive dental scaling at the vet, it is important to address the root of the issue by targeting the odor-causing bacteria that also can wreak havoc on other organs. Weissella cibaria CMU is a probiotic that has been studied in humans as well as dogs and has been shown to create an environment where VSC-producing bacteria cannot thrive, without knocking out the good bacteria, leading to fresher breath and a balanced oral microbiome, and therefore supporting healthy aging.”
Skin & coat health
“A pet’s skin and coat aren’t just about beauty—they’re vital indicators of overall health,” says Dr. Aris. “Dry, flaky skin or dull, brittle coat can often point to deeper concerns such as oxidative stress or a weakened skin barrier.” The unique palm fruits extract, rich in tocotrienols, squalene, and phytosterols, in PetGaia is science-backed to support skin/coat health. “With the combined benefits of tocotrienols and plant squalene, it nurtures a strong, resilient skin barrier, supports a beautiful, lustrous coat and healthy fur and helps pets recover more effectively from skin injuries.”
For itchy skin, shedding, or dull coats, Clardy spotlights the postbiotic L-92 Lactobacillus acidophilus. “Clinical research has shown L92 has significantly improved skin conditions in dogs presenting suspected allergies.”
Cardiovascular health
CoQ10 has been shown to play important roles in maintaining cognitive and cardiovascular health in canine studies, Clardy says. “MicroActive CoQ10 showed uniformly enhanced bioavailability through a sustained-release pattern, offers 3.7x more bioavailable than crystalline CoQ10, uniform absorption, and 24 hour sustained release as well as being Taste Neutral.”
Brain health and mental wellbeing
"Post-pandemic lifestyle shifts and increased rescue adoptions have amplified concerns around pet anxiety, aggression, and cognitive decline," says Wetzel. "This is a uniquely prominent issue in pets compared to humans. At IFF Health Sciences, we’re investing in gut-brain axis solutions – an emerging frontier in pet wellness – by combining microbiome-targeted probiotics with functional botanicals to support stress, resilience and emotional balance. Stress and anxiety in pets are often the result of a combination of factors that come together. And just as multiple triggers can lead to anxious behaviors, a multi-pronged nutritional approach offers the most promise for long-term wellness. Gut health is an increasingly understood factor in hormonal and neurochemical signaling for stress, making it a smart starting point for supporting stress and anxiety."
Maintaining a pet’s quality of life as it ages can be a challenge, especially when dealing with neurological conditions like Idiopathic Epilepsy (IE) or cognitive decline, acknowledges Dr. Aris. “IE is one of the prevalent neurological disorders in dogs and it can be a heartbreaking challenge for both pets and their owners." Science-backed synergistic effects of tocotrienols and plant squalene in PetGaia may offer neuroprotection for pets against age-related cognitive impairments.
Immune resilience
"Increasingly, owners are proactive about immune resilience, especially in aging animals, seeking nutritional strategies that help support long-term health, reduce inflammation, and keep chronic conditions in check," says Wetzel. "The right health solutions offer an intelligent, combined approach to empowered pet parents that understand nutrition, environment, and genetics all work together to shape both the challenges and the solutions. Our portfolio of science-backed probiotic formulations is designed to support immune modulation and nutrient absorption. With clean-label, traceable ingredients, they also meet growing consumer demand for transparency and efficacy. Backed by science, our technology helps support central mechanisms of action such as gut function, barrier function, and gut-associated immune signaling – helping to build a stronger foundation for immune resilience. It’s a comprehensive approach that provides an opportunity to support wellness and health with smart, tailored choices for pets’ needs."
Weight management
Maypro offers Sirtmax, or black ginger, which is an anti-aging ingredient that works similarly to resveratrol but is 5 times more potent, according to Clardy. “Research has shown that Sirtmax exhibits powerful SIRT1-stimulating and anti-glycation activities (e.g., reducing AGEs) in animal, ex vivo and clinical studies and aids in reducing fat accumulation. Other research has shown that Sirtmax supports healthy lipid metabolism, healthy blood sugar levels, normal kidney function and overweight reduction in dogs.”
