Should Your Private Label Business Expand into Animal Supplements?

Written By: Pet Tech Labs Team

The growing business interest in promoting health and well-being does not just apply to humans—it also extends to our beloved animal companions. As the human supplement market continues to flourish, the demand for high-quality animal supplements is surging alongside it. 

The animal wellness trend prompts a valuable question for those in the private-label human supplement industry: Should you expand your product list to include animal supplements? Let's weigh the pros, cons, and critical considerations to determine what’s best for you and your business.

The Rise of the Animal Supplements Market

In recent years, the animal supplements market has seen significant growth, reflecting a larger trend in consumer behavior around the health and well-being of pets. As pet ownership continues to rise, so does the demand for high-quality animal supplements that promote nutritional balance, improved vitality, and overall wellness. 

Pet owners are increasingly educated and discerning, seeking specialized products that align with their health-conscious lifestyles. For this reason, the burgeoning animal supplement market offers an attractive opportunity for private-label businesses looking to diversify and expand. 

By entering the animal supplements arena, companies can tap into a thriving industry that values innovation, quality, and responsible branding. The global pet supplement market is projected to reach new heights in the coming years—for those willing to invest in this upward trend, it’s a promising avenue for growth and increased revenue.

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Market Opportunities

Growth Potential

The animal supplement market is projected to grow steadily, driven by consumer awareness of pet nutrition and a willingness to spend on quality products. Per a 2023 Markets and Research study, the global pet supplement market size was USD 1.91 billion in 2022. It is predicted to grow to USD 3.12 billion by 2030 with a compound annual growth rate (CAGR) of roughly 5.91% between 2023 and 2030.


Diversification is a cornerstone of resilient business strategy. The pet care industry is especially marked by diverse needs and preferences, providing ample space for innovation and specialization. With this in mind, expanding into the animal supplements market offers a prime opportunity for private-label businesses to broaden their product line. Incorporate high-quality animal supplements into your offerings to tap into new customer segments and reduce dependence on a single category or industry.

Synergies with Human Supplements

Many human supplement types are transferable to the animal sector. This overlap can facilitate a smoother entrance into the pet market, leveraging existing knowledge, resources, and even some manufacturing processes. The synergies between human and animal supplements allow for potential cost savings and efficiency in production, as well as a cohesive branding strategy that emphasizes the potential health benefits for people and their pets.

Regulatory Landscape

Unlike human supplements, animal supplement regulations are less stringent—different private regulatory bodies and rules govern them. The guidelines can vary significantly between countries and even between states. For example, in the U.S., NASC certification is highly regarded for animal supplements. Understanding and complying with the range of regulations—and being able to label your products accordingly—will be crucial to your success.

6 Key Considerations for Expansion

1. Market Research and Understanding Customer Needs

Before expanding into the pet supplement industry, you must understand pet owners' specific needs, preferences, and buying behaviors. Conduct thorough market research to identify potential niches, trends, and unmet needs within the animal supplement market.

2. Formulation and Quality Control

Creating supplements for animals requires a deep understanding of animal nutrition and physiology. Collaborating with experienced veterinarians, nutritionists, and other experts in the field will be essential to formulate effective products.

3. Manufacturing Considerations

Visiting and carefully selecting manufacturing facilities that adhere to the standards required for animal supplements is a critical step toward ensuring sound manufacturing processes. You might seek facilities with specific certifications, such as NASC and GMP (Good Manufacturing Practice) to ensure quality.  Arrange a tour of the facility so you can see their processes first-hand.

4. Marketing and Branding Strategies

Your branding and marketing strategies must align with pet owners' expectations and values. Paid search, partnerships with pet influencers, targeted social media campaigns and participation in pet-focused events might form part of this approach.

5. Ethical Considerations

Ethical considerations, such as cruelty-free testing and sustainability, are central to the values of many pet owners. Aligning your products with these values can help build trust and loyalty among your desired customer base.

6. Distribution Channels

Identifying the appropriate distribution channels is another important consideration in selling animal supplements. Will you vend at pet stores, in veterinary clinics, online, or a combination? With experience selling human supplements, these decisions should be easy to navigate.

Potential Challenges

Regulatory Compliance

As mentioned earlier, navigating the regulatory landscape for animal supplements—while more straightforward than human supplements—can be complex and requires careful attention.

Consumer Trust

Building trust within the pet community may take time and effort. Transparent communication about the contents of your products, as well as a commitment to quality, will be critical.

Investment Requirements

The initial investment in research, development, compliance, and marketing might be substantial. A detailed business plan with a clear understanding of potential returns will help ensure you check all the right boxes on a reasonable timeline.


Expanding your private-label human supplement business into the animal supplement field presents significant opportunities and challenges. The decision requires a careful assessment of market potential, alignment with your existing business practices, regulatory requirements, and a willingness to invest in research, development, and marketing.

The rewards can be substantial, with the opportunity to diversify, grow your customer base, and meet the values of a passionate and engaged community of pet owners.

As with any significant business decision, you’ll want to seek professional guidance, including legal and industry-specific advice, to ensure your expansion into the animal supplement market is well-planned, compliant, and strategically aligned with your business goals and values. The commitment to quality, ethics, and customer needs that has served you well in the human supplement market will be equally vital as you venture into the world of animal wellness.

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