The US pet supplement market exceeded $900 million in 2023 and continues to grow as pet owners extend their own wellness habits to their animals. Joint health supplements, probiotics, calming products, omega-3 fatty acids, and multivitamins for pets are now mainstream retail categories, available in major pet chains, grocery stores, and DTC channels. Private label pet supplements represent a strong opportunity for brands that can navigate the regulatory and certification landscape specific to animal health products.
This guide covers what you need to know before you select a pet supplement manufacturer. To browse reliable pet supplement manufacturers directly, visit our pet supplements page.
How Pet Supplement Regulation Differs from Human Supplements
Pet supplements occupy a regulatory grey area that is distinct from both human supplements and pet food. Understanding this distinction is essential for working with a manufacturer and getting your label right.
The FDA does not regulate pet supplements the way it regulates human dietary supplements under DSHEA. Pet supplements are not automatically classified as food or as drugs, and the regulatory framework that applies depends partly on label claims. A product that claims to support joint health is likely classified differently than one claiming to treat arthritis. Your manufacturer should understand this distinction and be able to advise on label claim language that stays within regulatory guidelines.
NASC: the key certification for pet supplements
The National Animal Supplement Council Quality Seal is the most important third-party certification in the pet supplement industry. The NASC seal requires manufacturers to pass a third-party facility audit, maintain a quality management system, and report adverse events. Petco, PetSmart, Chewy, and most major pet retail buyers require or strongly prefer NASC-member manufacturers. If retail placement is in your plans, your manufacturer must hold the NASC seal.
cGMP for animal supplements
Good Manufacturing Practice compliance for animal supplements is required as part of the NASC seal and is expected by most retail buyers. Some manufacturers hold NSF or USP cGMP certification in addition to NASC membership. Confirm which standard applies to the manufacturer’s facility and whether it covers your specific product format.
Pet Supplement Categories and Product Forms
The pet supplement category covers a range of product formats. The format you choose affects your manufacturing requirements, your target consumer, and your retail positioning.
Soft chews
The fastest growing format in pet supplements. Soft chews look and feel like treats to pets, which dramatically improves compliance. They require a manufacturer with soft chew production capability, which is not universal. Confirm your shortlisted supplement manufacturers produce soft chews specifically rather than adapting a general treat line.
Chewable tablets
A more traditional supplement format – chewable tablets. Easier to produce than soft chews and more common among manufacturers with human supplement backgrounds. Less palatable to some pets without flavoring, which affects product effectiveness if pets refuse to eat them.
Powder
Added to food. Convenient for pet owners but less reliable for compliance since dosing depends on the pet consuming all of their food. Powder supplements Works well for products like probiotics and omega-3 supplements where the format is appropriate.
Liquid
Applied to food or given orally. Liquid supplement requires specific manufacturing equipment and packaging. Good for pets that are difficult to pill and for fast-absorbing formulas.
Functional treats
Treats that contain supplement-level doses of active ingredients. This format bridges the supplement and treats categories. The regulatory classification can be complex since it falls under both AAFCO treat rules and supplement claim considerations. Confirm your manufacturer understands the labeling requirements for functional treats specifically.
Key Ingredients and What to Confirm
Pet supplement ingredients are not always the same as human supplement ingredients even when the names are similar. Some ingredients that are safe for humans are harmful to pets.
- Xylitol: found in some human supplements as a sweetener. Toxic to dogs at any dose. Any manufacturer working in both human and pet supplement categories must have complete allergen and ingredient segregation controls.
- Essential oils at high concentrations: some essential oils that are used in human supplements are harmful to cats or dogs. Confirm your manufacturer understands which botanical and aromatic ingredients are contraindicated for your target species.
- Joint health actives (glucosamine, chondroitin, MSM): the most common pet supplement category. Well-studied in dogs specifically. Confirm your manufacturer sources pharmaceutical or feed-grade actives with documentation.
- Probiotics: require specific strains documented for efficacy in the target species. Human probiotic strains are not automatically effective or appropriate for pets. Confirm your manufacturer can source species-appropriate strains.
- CBD: a complex regulatory category for pet products. The FDA has not approved CBD in animal food or supplements. State-level regulations vary. Confirm your manufacturer’s compliance posture for CBD specifically before proceeding.
MOQs for Pet Supplements
- Soft chews: typically quoted by number of units or bags. 500 to 5,000 units is a common starting range for manufacturers that serve emerging brands.
- Chewable tablets: similar range. 10,000 to 50,000 tablets per SKU is typical.
- Powder: often quoted by weight. 50 to 500 pounds is a reasonable starting range.
- Liquid: typically quoted by unit or case. Minimum runs depend heavily on fill equipment requirements.
Questions to Ask a Pet Supplement Manufacturer
- Do you hold the NASC Quality Seal, and does it cover the specific product format I need?
- What is your adverse event reporting procedure as required by NASC?
- How do you segregate pet and human supplement production to prevent cross-contamination of harmful ingredients like xylitol?
- What probiotic strains do you work with and do you have documentation of species appropriateness for dogs or cats?
- What is your experience with CBD pet supplement compliance and what is your current regulatory posture?
- Can you produce soft chews specifically and can you provide samples of current soft chew formulas?
Find reliable Pet Supplement Manufacturers
Browse reliable pet supplement manufacturers in our directory. Each profile includes product specialties, certifications, and a direct contact option.