Germany Animal Supplements Market - 2025-2028

The Germany Animal Supplement Market was US$ 74.02 million in 2020 and is expected to reach US$ 129.26 million in 2028 growing at a CAGR of 7.46% during the forecast period (2025-2028).

The Germany animal supplements market is experiencing steady growth, driven by increasing pet ownership, rising pet humanization trends and heightened awareness of pet health and wellness. Germany boasts one of the largest pet populations in Europe, with over 10 million dogs and 16 million cats, creating a substantial consumer base for pet-related products, including dietary supplements.

As pets are increasingly viewed as family members, pet owners are more inclined to invest in products that promote longevity, vitality and overall well-being. This shift in consumer behavior is fueling the demand for supplements that address specific health concerns such as joint support, digestive health, skin and coat care and immunity enhancement.

A key trend influencing market growth is the premiumization of pet products, where consumers are willing to pay higher prices for high-quality, natural and organic supplements. For example, in May 2023, pet products in Germany experienced a 16.6% price increase compared to the previous year.

Despite this price surge, demand remained robust, indicating that German consumers prioritize their pets' health over cost considerations. Additionally, by March 2023, the cost of pet products had surged by 19.9%, further highlighting the market's resilience and the willingness of consumers to continue investing in premium pet care products.

Market Drivers

Growth in Pet Ownership and Humanization of Pets

The increasing pet humanization and premiumization trends are significantly driving the Germany animal supplements market, as pet owners increasingly view their pets as family members, leading to higher spending on premium products that enhance pet health and well-being. German pet owners are prioritizing products that ensure the longevity and quality of life of their pets, resulting in growing demand for specialized supplements addressing joint health, digestion, immunity and coat care.

The increasing pet humanization and premiumization, coupled with the rising pet population, is significantly driving the Germany animal supplements market. For instance, according to International Trade Administration, stated that as of 2023, 45 percent of German households have a pet and 14 percent of households have two pets or more. This totals to approximately 34.3 million pets.

Cats and dogs are the most popular house pets, with 25 percent of German households owning cats and 21 percent of households owning dogs in 2023. Other common pets include small mammals ornamental birds, fish in aquariums and garden ponds and reptiles, which combined represents 17 percent of pets living in German households.

Additionally, the rise of e-commerce platforms such as Zooplus has made premium supplements more accessible, allowing consumers to explore a wide range of products conveniently. The market is also benefiting from the increasing trend of functional supplements, including probiotics for digestive health and antioxidants for immune support, aligning with the broader human wellness trends mirrored in pet care. Thus, the combination of a rising pet population, pet humanization and premiumization is propelling the growth of the Germany animal supplements market.

Strategies Adopted by the Companies

Companies in the Germany animal supplements market are adopting key strategies such as product launches, market expansions and strategic partnerships to capitalize on the growing demand. Product launches focus on introducing innovative supplements tailored to specific health needs, aligning with consumer preferences for high-quality, functional products.

For instance, in 2023, Evonik launched updated Biolys product for animal feeds in Germany. The new Biolys formulation contains 62.4 percent L-lysine (an 80 percent ratio to Lysine HCl) compared to the current version’s 60 percent L-lysine (a 77 percent ratio to Lysine HCl). The product also contains valuable components resulting from its fermentation process — additional nutrients and energy that further benefit livestock such as swine or poultry.

Moreover, in 2023, German cat food company launches to ‘define cat nutrition’. A new German pet food company is determined to change this by expanding and improving the offerings for felines.

Additionally, in 2024, BIOCERA-VET had announced the launch of 13 new product references in Germany, marking a significant expansion in the company’s presence within Europe's largest companion animal health market. This strategic product launch aims to meet the growing demand for advanced veterinary solutions, addressing various orthopedic and bone-related health issues in companion animals.

Market Restraints

Competition from Alternative Healthcare Products

Competition from alternative healthcare products is a significant factor restraining the growth of the Germany animal supplements market, as these alternatives often serve as substitutes, reducing the perceived need for standalone supplements. One of the primary competitors is fortified pet food, which is formulated with added vitamins, minerals and functional ingredients designed to support overall pet health.

Many pet owners prefer these all-in-one solutions, believing that fortified pet food sufficiently meets their pets' nutritional and health needs. This reduces the demand for separate supplements, especially among consumers who are less aware of the specific benefits that targeted supplements can provide for conditions like joint health, digestive issues or immune support.

Additionally, the rising popularity of functional treats and snacks that offer health benefits such as dental care, skin and coat improvement or digestive support further limits the market for dedicated supplements. These treats are often perceived as more convenient and enjoyable for pets, making them a preferred choice over traditional supplement formats like powders, capsules or liquids.

The competition is intensified by the similar marketing claims made by these alternative products, which can confuse consumers about the distinct advantages of supplements. Without clear differentiation, pet owners may opt for the most familiar or easily accessible option, further restraining the growth of the supplements market. Therefore, the Germany animal supplements market faces growth challenges due to competition from fortified pet foods, functional treats, veterinary medications and natural remedies.

Market Segment Analysis

The Germany animal supplement market is segmented based on animal type, ingredient, form and distribution channel.

High Demand for Supplements in Livestock Animal Husbandry

Germany's livestock industry is experiencing a notable increase in the demand for animal supplements, driven by the imperative to enhance animal health, boost productivity and comply with stringent food safety standards. The recent foot-and-mouth disease outbreak in early 2025, which led to significant economic losses estimated at around 1 billion euros, has underscored the critical importance of maintaining robust animal health protocols. Such incidents have prompted farmers to invest more in high-quality supplements to bolster livestock immunity and prevent disease outbreaks.

In 2022, Germany produced approximately 13.2 billion eggs in holdings with at least 3,000 places for laying hens, reflecting a 1.4% increase compared to the previous year. This rise in production indicates a growing demand for nutritional additives and supplements to support the health and productivity of laying hens.

Moreover, the European Union's livestock population at the end of 2023 included 133 million pigs, 74 million bovine animals and 68 million sheep and goats. Germany, as a significant contributor to these figures, emphasizes the need for effective livestock management practices, including the use of supplements to ensure optimal animal health and meet consumer demand for high-quality animal products.

Sustainability Analysis

The German animal supplements market is increasingly prioritizing sustainability, driven by consumer demand and environmental considerations. As of 2023, approximately 45% of German households own pets, totaling around 34.3 million animals. This significant pet population has led to a heightened awareness among consumers regarding the environmental impact of pet products, including supplements. In response, manufacturers are adopting sustainable practices, such as utilizing eco-friendly packaging and sourcing natural organic ingredients, to minimize their ecological footprint.

Moreover, the German pet industry, which generated approximately USD 6.81 billion in revenue in 2023, reflects a growing trend towards sustainability. Companies are increasingly focusing on reducing waste and energy consumption in their production processes. This shift not only aligns with global sustainability goals but also caters to the preferences of environmentally conscious consumers, thereby enhancing brand loyalty and market competitiveness.

Unmet Needs

The German animal supplements market still grapples with several unresolved challenges. A major hurdle is the absence of standardized regulations for the production and labeling of pet supplements. This regulatory gap creates inconsistencies in product quality and effectiveness, leaving consumers uncertain about what they are purchasing. Without clear and enforceable guidelines, ensuring product safety and building trust within the market becomes difficult. Establishing well-defined standards would not only improve transparency but also provide consumers with confidence in the supplements they choose for their animals.

Another critical issue is the need for greater investment in research and development to create truly innovative and sustainable supplement solutions. While demand for natural and organic options is increasing, many products still lack scientific backing to prove their effectiveness. Advancing research to validate health claims and refine formulations would help bridge this gap. Furthermore, educating pet owners about the benefits, proper usage and long-term impact of supplements is crucial. By fostering awareness and providing evidence-based solutions, the market can better meet consumer expectations while ensuring optimal health outcomes for animals.

Major Germany Players

The major global players in the Germany market include Canina pharma GmbH, PerNaturam GmbH, cdVet Naturprodukte GmbH, Good Goods Germany GmbH (Annimally), Fortan GmbH & Co. KG, Boehringer Ingelheim, Virbac S.A., Nestlé S.A. (Nestlé Germany), Mars, Incorporated (Mars Germany), Health and Happiness (H&H) International Holdings Limited (Zesty Paws FR) and others.

By Animal Type
• Livestock Animals

o Cattle

o Poultry

o Swine

o Horses

o Others
• Companion Animals

o Dogs

o Cats

o Birds

o Other Small Mammals

By Ingredient
• Vitamins & Minerals
• Amino Acids
• Omega Fatty Acids
• Probiotics & Prebiotics
• Botanicals
• Others

By Form
• Powder
• Liquid
• Tablets/Capsules
• Injections

By Distribution Channel
• Online Retailers
• Specialty Pet Stores
• Veterinary Clinics
• Convenience Stores
• Supermarkets/Hypermarkets
• Pharmacies and Drug Stores
• Other Distribution Channels

Key Developments
• In June 2024, Zesty Paws, a pet supplement brand under the H&H Group, expanded into the UK, France, Italy and Germany, launching on Amazon. The company’s products are now available at 457 physical locations through British retailer Pets at Home and Europe's leading pet e-commerce platform, Zooplus. This marks a significant step in Zesty Paws' European market presence.

Why Purchase the Report?
• To visualize the Germany animal supplement market segmentation based on animal type, ingredient, form and distribution channel, as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of the Germany animal supplement market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as excel consisting of key products of all the major players.

The Germany animal supplement market report would provide approximately 42 tables, 38 figures and 210 pages.

Target Audience 2024
• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies