These days, our pets are right there with us sleeping, working, eating, even doing yoga, so doesn’t it make sense that the pet supplement market would be growing right behind its human counterpart?

As of 2016, a whopping 71 percent of American adults reported taking dietary supplements, and it looks like pets might be following that same path. Owners want their companions to have a balanced diet, more energy, lower stress levels, and healthy joints too—according to the AVMA (American Veterinary Medical Association) a third of U.S. dog households use supplements, and a fifth of their cat-owning counterparts do too.

The pet supplement market is poised to follow in the footsteps of the larger nutraceuticals market meaning it will be important to understand the past, present, future, and nature of the niche.