Fido and Fluffy often serve as a significant source of emotional support for their human companions. In a survey from the Human Animal Bond Research institute, 87% of pet owners reported experiencing improvements in their mental health from having a pet. And the American Heart Association reports that 95% of pet parents rely on their pets for stress relief.
Pet parents get the most comfort from their pets if their furry friends are happy and calm themselves, but stress and anxiety are on the rise in pets. A 2020 study in the journal Scientific Reports found that 70% of dogs show symptoms of anxiety, with noise sensitivity being the most common anxiety trigger. And as more companies are requiring workers to return to the office, separation anxiety has become a major concern. New data from Pollfish found that 72% of pet parents are at least somewhat concerned about their pet’s anxiety or stress when left alone, with 61% citing separation anxiety as their number one worry.
Increased interest in supporting the emotional well-being of pets has made calming pet products a lucrative market, with hundreds of soft chews, lickable treats, and food toppers flooding shelves. In fact, the firm Grandview Research reports the global market size was $17.2 million in 2024 and is expected to reach $24 million by 2030, growing at a CAGR of 6.1%.
With so many mood support products available, it can be tricky for pet parents to discern the quality products from the snake oil marketing gimmicks. Natural health retailers have a big opportunity to be a trusted source for safe and effective calming supplements for their pets by using the same rigorous product vetting process as they do for human supplements.
I recommend that retailers who want to capitalize on demand for calming supplements do their research and arm their staff with educational materials on the science-backed ingredients shown to make a real difference in pet’s moods. Here are a few ingredients that I recommend:
CBD/Hemp: Cannabidiol (CBD) is the most commonly recommended ingredient for its calming effects in both dogs and cats, but it’s important to stock products that have been third-party tested. In an independent study of 29 CBD pet products, four products had heavy metal contamination and only 10 products were measured to have a cannabinoid concentration within 10% of the amount claimed on the label.
Ashwagandha: This adoptogen has been shown to help regulate the stress response. I prefer products formulated with the branded ashwagandha ingredient Sensoril, which has been clinically studied to reduce anxiety in dogs.
L-theanine: Branded as Suntheanine, this amino acid can help boost levels of calming neurotransmitters like GABA, serotonin and dopamine.
L-tryptophan: This amino acid is a precursor for mood-boosting brain chemical serotonin.
Lion’s Mane: There’s some research suggesting this functional mushroom can have calming effects for dogs, and as a welcome bonus, it is also shown to boost cognitive function.
Melatonin: This natural sleep hormone is a safe and effective calming ingredient for dogs.
Chamomile: This herb is thought to increase the level of the soothing brain chemical GABA and help to modulate the stress response.
In addition to calming supplements, there are plenty of other strategies shown to be effective at calming pets. For example, applying a solution of soothing essential oils like lavender or chamomile to your pet’s bed or playing classical music. Catnip also has a calming effect on dogs; I suggest offering 1/8th to 1/2 Tablespoon depending on the size of the dog.
The hectic season between Halloween and the winter holidays bring many stress triggers for dogs, including strange or loud noise, spooky costumes, interactions with strange humans and other animals and travel, so now is an ideal time to set up an end cap with your best calming pet products. Hosting a seminar with a vet tech or animal behavior specialist who can provide an overview on calming strategies for pets may also be a great way to bring in new business. WF
