Pet owners used to buy a bag of food and call it a day. Not anymore.
The U.S. pet supplement market just hit $3.4 billion. That’s a 7.4% jump in one year. Fish oil, joint chews, calming aids, and eye-health formulas now sit next to the kibble in millions of homes.
This isn’t a passing fad, but part of a bigger shift. Pet owners are treating their animals the way they treat themselves: less reacting to problems, more preventing them.
The Data Behind the Trend
A new survey backs this up. Pet Wellness Consumer Trends Report 2026 by pet and human wellness brand, Lillie&Lee polled their customers and followers across the country. The results tell a clear story.
- 71.6% of respondents take supplements themselves.
- 65.2% give supplements to their pets.
- Vets, not social media, are the top trusted source for supplement advice.
- Wellness habits are becoming shared, not separate, between owner and pet.
Those numbers matter, as they show a direct link. If a person takes a daily multivitamin, there’s a good chance their dog gets one too.
From Human Habit to Pet Routine
“Pet parents are increasingly thinking about their pets’ health the way they think about their own,” said Lee Asher, Founder of Lillie&Lee. “This isn’t simply about supplements. It’s about a more proactive approach to everyday wellbeing.”
Asher built Lillie&Lee from Asher House Wellness. He’s spent years working with rescue animals. He now sees a new pattern in how owners approach pet care: daily habits over emergency fixes.
D.J. Gugenheim, Partner and President of Lillie&Lee, sees the same shift. “For many pet owners, caring for a pet’s health has become similar to how health-conscious families think about their own health,” he said. “We want the healthiest and longest lives together as we can possibly get.”
Vision and Eye Health: A Growing Focus
One area gaining ground fast is eye health. As pets live longer, vision problems show up more often. Cataracts, dry eye and age-related vision loss are common in senior dogs and cats.
Supplement makers have noticed. Omega-3s, lutein, and antioxidant blends now target eye health directly. These ingredients support the retina and help protect against oxidative stress, a key driver of vision decline in aging pets.
This mirrors a human trend. Eye vitamins and vision-support supplements have grown steadily in the human wellness aisle. Pet brands are following the same playbook, just with a leash attached.
Vets Still Lead the Conversation
Despite all the noise online, pet owners aren’t turning to influencers first. The Pet Wellness Consumer Trends Report 2026 found vets remain the most trusted voice on pet supplements. That trust shapes buying decisions more than any viral post.
This matters for brands. A product backed by real testing and vet-friendly transparency stands out. Lillie&Lee, for example, publishes third-party Certificates of Analysis for its CBD line. That kind of transparency builds the trust the data says pet owners want.
The line between human wellness and pet wellness is fading. Pet owners no longer separate their own health goals from their pet’s. They buy joint support for their knees and their dog’s hips. They buy eye vitamins for themselves and consider the same for their aging cat.
For pet brands, the opportunity is clear. Build products around daily, preventive care. Focus on categories like eye health, joint support, and calming aids. Back every claim with real testing. Meet pet owners where they already are: thinking about wellness as a whole-household routine.
Lillie&Lee’s report is a snapshot of where the industry stands today. But it also points forward. As more owners treat pet wellness like their own, categories like vision support and preventive supplementation are likely to keep growing. Read the full Pet Wellness Consumer Trends Report 2026 at lillieandlee.com
