Pet Prebiotics Market By Product Type (Powdered Prebiotics, Liquid Prebiotics, Chewable Treats, Tablets), By Pet Type (Dogs, Cats, Small Animals, Birds and Reptiles), By Application (Gastrointestinal Health, Immune System Support, Skin & Coat Health, Stress & Anxiety Reduction, Weight Management, Allergy Management, Dental Health, Joint Health), By Nature (Organic, Conventional), Global Market Size, Segmental analysis, Regional Overview, Company share analysis, Leading Company Profiles And Market Forecast, 2025 – 2035

Industry Outlook

The Pet Prebiotics market accounted for USD 1.2 Billion in 2024 and is expected to reach USD 2.53 Billion by 2035, growing at a CAGR of around 7.0% between 2025 and 2035. The pet prebiotic market focuses on products that enhance digestive health in pets through good gut bacteria. Prebiotics are undegradable fibers, serving as food for these beneficial bacteria for maintaining a healthy gut microbiome. Prebiotics are made in various forms, such as powder, liquid, chews, and capsules, meant for different pets, including dogs, cats, and small animals. In this respect, improved pet owners' awareness and realization of the importance of gut health increases demand for prebiotics over the years. These are influenced by ongoing changes in pet nutrition and preventive healthcare practices. This market segment belongs to the pet health and wellness industry category, meaning there is an integrative way of treating your pets.

Report Scope:

Market Dynamics

Growing Awareness of Gut Health Among Pet Owners Boosts Demand for Prebiotic Products

The more awareness pet owners have about gut health, the greater their demand for prebiotics products. If owners understand that gut health has a direct connection to overall health, they are also bound to spend more money on nutrient supplements that ensure digestive well-being. According to recent studies, the healthy gut immune system supports immune function and thus allows for better nutrient absorption and general health of the pets.

According to the American Pet Products Association, a survey of nearly 75% of pet owners says that their pets' health and wellness is extremely important while deciding on what products to use. The pet prebiotic market base for growth has been formed through this health-conscious attitude towards pet care since owners are looking for effective solutions to promote good health in their pets in the long run.

Increasing Pet Ownership Drives Demand for Health-Focused Pet Products

Increased pet ownership, which is driven by the increasing demand for healthy pet products, increases interest in prebiotics. More American households have decided to own pets, especially during and after the pandemic; therefore, caring for pets improves drastically. As such, it is estimated that nearly 70% of U.S. households now own a pet, a significant increase compared to previous years, the American Pet Products Association notes. This rise in pet owner count goes hand in hand with the increasing awareness of pet nutrition and preventive health care among owners, which makes them seek products that can guarantee digestive health and overall wellness of pets.

Also, Millennials, who are emerging as one of the markets leading in pet owners, have a strong tendency to spend money on higher and health-related products for pets. This shift in consumer behavior is making a healthy market for prebiotic supplements that work on the health of pets.

High Cost of Prebiotic Products Turns Away Budget-Conscious Consumers

The high price of prebiotic products acts as the strongest inhibitor preventing cost-sensitive consumers. Given that most pet owners have begun becoming even more prudent and less willing to incur unnecessary expenditure, especially considering volatility in economic activities, the American Pet Products Association conducted a survey that found nearly 40% of pet owners responding that price was a strong influencer on their purchasing decisions. This could make expensive premium prebiotics seem expensive or even a luxury for the consumer, who will then content himself with cheaper alternatives. Things get complicated by competition coming from cheaper probiotics since the latter may seem less expensive and so more appealing to the consumer. This pricing challenge makes it paramount for manufacturers of prebiotics to design ways of affording value while retaining quality, thus appealing to a wider group of consumers.

New Formulations and Delivery Methods for Prebiotics Can Attract More Consumers

New formulations and delivery methods for prebiotics will also be an excellent opportunity to attract a larger customer base in the pet health market. As this increases in demand among pet owners seeking innovative and convenient ways to support their pet's digestive health, companies offering diversification in the form of chewable treats, powders, and liquid supplements are more likely to gain ground.

The Pet Food Industry disclosed that 55% of pet owners are interested in functional treats for pets that combine health benefits with pleasure. In addition, improvement formulation can enhance the bioavailability of prebiotics and hence effectiveness and acceptability. This can be achieved through designing products that are user-friendly and easily digestible, aimed at serving as part of a normal diet for pets, thus reaching a rapidly growing consumer base that accepts both efficacy and convenience as an indicator of market growth and sales.

E-Commerce and Digital Marketing Enhance Product Visibility and Accessibility to a Wider Audience

E-commerce and digital marketing will bring a massive opportunity for raising product visibility and accessibility into the pet prebiotic market. With the increase in online buying during and after the pandemic period, more pet owners will search for health-oriented products online and buy them. As of 2021, over 30% increase in the sales of pet-related commodities online was reported by the American Pet Products Association, meaning that even more targets will be reached through online channels. Most appropriate digital marketing strategies with social media advertising and partnering with influencers can create much bigger impacts on building brand awareness and educating the consumers on prebiotic benefits.

These tools can create opportunities for pet store chain companies to communicate directly with owners of the pets, thereby offering them the most relevant promotions as they require and giving specific recommendations about what is needed. This opens up not just more sales but also serving the customers over a long term in this competitive market.

Industry Experts Opinion

“Commercially processed canned or kibble foods are formulated to meet dogs’ nutritional needs for proteins, fats, carbohydrates, vitamins and minerals they’re convenient, consistent and readily available, and they undergo a process of quality control and inspection that is meant to catch any contaminants or pathogens before they affect pets or people,”

• Dr. Lori Teller, a board-certified veterinarian and immediate past president of the American Veterinary Medical Association.

“I think the reality, looking at it as a veterinarian and someone who works in the pet food manufacturing business, is that every single individual whether it’s an expert or an influencer or a vet they all seem to have their own set of information and misinformation,”  

• Dr. Danielle Bernal, BVSc, global vet nutrition director for Wellness Pet Company

Segment Analysis

Based on the Product Type, the market of Pet Prebiotics is divided into powdered prebiotics, liquid prebiotics, chewable treats, and tablets. These categories cater to the different consumer preferences of pet owners and their pets' needs, thereby offering a variety of products in the market. Powdered prebiotics are often mixed with food, while liquid forms provide easy administration. Chewable treats appeal to pet owners looking for convenient and palatable options, and tablets offer a straightforward delivery method for those who prefer precise dosing. This segmentation allows manufacturers to target specific pet owner demographics and enhance product accessibility.

Based on the Application Type, the market can further be categorized into gastrointestinal health, support to the immune system, skin and coat health, stress and anxiety-free, weight management, allergy management, dental health, and joint health. Different subcategories in this segmentation point towards various health issues, and pet owners can identify products relevant to the necessities of their pets. For example, prebiotics for gastrointestinal health reduce gassiness and others that help support the immune system increase resistance. The focused approach favors deliberate selection that can sustainably increase the overall welfare of pets. 

Regional Analysis

North America is experiencing good growth in the pet prebiotics market due to a rise in pet population and an increased emphasis on their health and wellness. Overall, the region is dominated by the United States and is likely to be seen as having huge demand for health-oriented pet products, with prebiotics being one of the main drivers. The latest trends show that pet owners are becoming astute regarding the importance of digestive health for their pets and further increases the sales of prebiotics. E-commerce platforms further facilitate these products' accessibility, with consumers able to easily examine and purchase a wide variety of prebiotics. The market's major players are now concentrated on new formulations and elaborate marketing campaigns to serve the health-conscious population. The rise in natural and organic pet foods further supports prebiotics, consistent with consumer desires to provide the highest quality, functional pet nutrition. Overall, the landscape in North America holds a lot of promise for further growth in the pet prebiotic market.

The Asia Pacific pet prebiotic market is growing at a rapid pace, with combined drivers of increased pet ownership and heightened consumer awareness over health for pets. This is the case in one of the fastest-growing regions on earth, with increasing demand for differentiated pet nutrition products, which in this case, would encompass prebiotics. Ever more pet owners are concerned over pet health and wellbeing, thus fueling interest in products purported to support digestive health and overall vitality. The region shows a natural and organic pet food trend that often contains prebiotic ingredients for better effectiveness. E-commerce expansion further makes it easier to access varied prebiotic products via different platforms catering to the tech-savvy consumer demographics of the area. This landscape, in other words, is an open space where companies can play and experiment, their interest buoyed by the focus on health, quality, and convenience.

Competitive Landscape

The competitive landscape of the Pet Prebiotics Market includes some large, well-established firms, as well as emerging players, all of which are pursuing the growing demand of pet health products. Some of the prominent participants in the market are Alltech, Inc., Nestlé Purina PetCare, and Mars Petcare. New formulations for specific pet health needs have recently been added to its prebiotic range by the company.

For example, Alltech recently expanded its prebiotic range with new formulations tailored for specific pet health needs. It has also diversified its product line by forging strategic alliances to include prebiotics into commercial pet foods. Other overt investment values of the industry include greater investments in research and development on the development of advancements in prebiotic formulations. Companies like Hill's Pet Nutrition and Blue Buffalo are focusing on targeted solutions in nutrition. These activities reflect a competitive environment, ever-changing with the aim of offering better products and attracting more customers in pet health and wellness.

Pet Prebiotics Market, Company Shares Analysis, 2024

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Recent Developments:

• In July 2024, NutriLeads BV announced a collaboration with dsm-firmenich to explore applications of its prebiotic, Benicaros®, for enhancing gut and immune health in pets. Pending positive results from ongoing studies, they plan to establish a global partnership to develop pet food products featuring Benicaros.
• In November 2023, General Mills gained entrance into the pet supplement category through the acquisition of Fera Pets, Inc. This acquisition is in line with General Mills' strategy of diversification and growth in the pet nutrition market.

Report Coverage:

By Product Type

• Powdered Prebiotics
• Liquid Prebiotics
• Chewable Treats
• Tablets

By Pet Type

• Dogs
• Cats
• Small Animals
• Birds and Reptiles

By Application

• Gastrointestinal Health
• Immune System Support
• Skin & Coat Health
• Stress & Anxiety Reduction
• Weight Management
• Allergy Management
• Dental Health 
• Joint Health

By Nature

• Organic 
• Conventional

By Region

North America

• U.S.
• Canada

Europe

• U.K.
• France
• Germany
• Italy
• Spain
• Rest of Europe

Asia Pacific

• China
• Japan
• India
• Australia
• South Korea
• Singapore
• Rest of Asia Pacific

Latin America

• Brazil
• Argentina
• Mexico
• Rest of Latin America

Middle East & Africa

• GCC Countries
• South Africa
• Rest of Middle East & Africa

List of Companies:

• Alltech, Inc
• DSM Nutritional Products AG
• Vetanco
• Nestlé Purina PetCare
• Mars Petcare
• Hill’s Pet Nutrition
• Blue Buffalo
• Royal Canin
• Chr. Hansen
• Beneo
• NutriScience Innovations
• Kemin Industries, Inc.
• BASF SE
• Petcurean Pet Nutrition
• Nature’s Logic

Frequently Asked Questions (FAQs)