THE HUMAN SUPPLEMENT TREND TAKING OVER PET CARE

People are now approaching their pets’ health the same way they approach their own

Australians are increasingly treating their pets’ health much like their own, with supplements moving from a niche purchase to an everyday part of pet care.

Pet Circle, Australia’s largest online pet retailer, has recorded a 400 per cent year-on-year increase in supplement sales, with products including probiotics, joint support formulas and omega-3s increasingly being added to regular shopping baskets.

The trend mirrors the growing focus on preventative health among humans, with pet owners increasingly looking for ways to support their animals before a problem develops.

Why supplements are becoming part of everyday pet care

Dr Teagan Lever, Director of Vet Services at Pet Circle, says owners are taking a more proactive approach to their pets’ wellbeing.

“We’re seeing customers approach their pets’ health the same way they approach their own.

Rather than waiting for a problem to arise, they’re proactively supporting gut health, mobility and overall wellbeing.”

The sales data suggests this isn't simply a case of owners buying supplements when their dog or cat is unwell.

Pet Circle says some of its strongest growth is coming from customers adding supplements to recurring autoship orders alongside their regular pet food. In other words, supplements are becoming part of the routine rather than a reaction to a particular health concern.

That shift is another example of what has become known as pet humanisation, with owners increasingly applying the same health, wellness and lifestyle priorities to their animals that they apply to themselves.

Gut health is getting more attention

The growing interest in pet supplements also comes as researchers continue to investigate the microbiome's role in companion animal health.

A recent peer-reviewed study, “The Gut Microbiome of Australian Cats and Dogs: Dietary Influences, Health Impacts, and Emerging Research”, examined the relationship between diet, gut bacteria and health in dogs and cats.

The research adds to growing interest in the role of the microbiome in digestion, immune function and other aspects of animal health.

That doesn't mean every pet needs a cupboard full of supplements, however.

As with humans, more isn't necessarily better.

Supplements aren't a substitute for the basics

Dr Lever stresses that supplements should be viewed as an addition to good pet care, rather than a replacement for it.

“Supplements should complement a balanced diet and regular veterinary care, not replace them. The goal is to support long-term health, not create a quick fix.”

That is particularly important as the pet supplement market becomes increasingly sophisticated, with products marketed around specific needs including digestion, joints, skin and coat health and mobility.

Owners should also be wary of assuming that a product designed for humans is automatically appropriate for an animal. Dogs and cats have different nutritional requirements, and some ingredients that are harmless to people can be dangerous to pets.

The preventative health appeal

There may also be an economic element to the rise of preventative pet care.

With veterinary costs rising, some owners are looking for relatively affordable ways to support their animals' health and potentially reduce the risk of problems developing later.

Of course, there is no guarantee that taking a supplement will prevent a future veterinary bill. But the mindset is changing. Rather than waiting until an animal becomes sick or starts showing signs of ageing,

owners are increasingly thinking about health as something to maintain throughout a pet's life.

And that is where the human supplement trend appears to be making its biggest mark.

For Australians already accustomed to taking probiotics, vitamins, fish oil and other supplements themselves, adding something to the dog's dinner or the cat's bowl doesn't seem quite so unusual anymore.

The pet aisle, it seems, is starting to look a lot like the wellness aisle.