Pet wellness is entering a new era: one shaped by preventive care, premiumization, and a growing preference for natural, plant-based solutions. For manufacturers, direct-to-consumer or emerging brands and retailers, this shift presents a clear opportunity. Botanical ingredients are no longer niche, they’re becoming foundational to the next generation of pet food, supplements, and care products.
Pet Wellness Is A Category On The Rise
The companion animal segment of the North American pet botanical ingredients market is projected to grow at a rapid pace, with a CAGR of 7.4% through 2033, per Grandview Research
North America Pet & Animal Botanical Ingredients Market (2026-2033) report. This growth is being driven by a few clear shifts:
- The ‘humanization’ of pets and increased spending on preventive pet health
- Strong preference for plant-based, functional ingredients
- Rising demand for clean label formulations
- Greater focus on supporting common behavioral issues or general everyday livelihood
Pet owners are taking a more proactive role in their animals’ wellbeing, seeking out
botanical ingredients for pets
that align with both performance and transparency.
A New Baseline: Clean Ingredients For Pet Products
Natural ingredients are no longer a differentiator, they’re an expectation. According to Innova Market Insights’
Pet Food Market: Top Global Trends 2026 report, 35% of global pet owners say clean label claims influence their purchasing decisions, with many actively
avoiding artificial colorants, synthetic flavors, and certain preservatives.
This shift is accelerating demand for natural pet supplements and plant-based ingredients for pet supplements, especially those that are recognizable, traceable, and trusted.
Why Botanicals Are Gaining Ground In the Pet Industry
Botanical ingredients offer a powerful combination of functionality + familiarity. Many of the same herbs used in traditional herbalism are now being thoughtfully adapted into pet products, supporting a spectrum of supplement categories and grooming solutions.
Ingredient Spotlight: Top Botanicals for Pet Product Formulation
Known for its high mucilage content
Slippery Elm Pet Product Formulation Ideas:
- Supplement chews or powder formulations positioned around digestive-focused support concepts
- Pet food and feed meal toppers
- Herbal supplement blends formulated for recovery or rehydration concepts
Known for its pleasant taste and aroma
Chamomile Pet Product Formulation Ideas:
- Treats incorporated into rituals centered on daily calming routines
- Shampoos, sprays or other grooming products
- Functional water additive
Known for becoming viscous when mixed with water
Marshmallow Root Pet Product Formulation Ideas:
- An ingredient in soft chews and treats formulated around digestive-focused concepts
- Pet & animal supplement powder blends
- Food or feed toppers using dried herbal blends
Known for its vibrant yellow color and bold flavor
Turmeric Pet Product Formulation Ideas:
- Chews or powder supplements related to active lifestyle concept products
- Provide all-natural color and flavor to pet food and treats
- Turmeric tinctures or Paste Supplements
A culinary icon with a rich history of traditional herbal wellness applications.
Ginger Pet Product Formulation Ideas:
- Ingredient in dry meal topper supplements for pets
- Grooming product formulas
- Travel support supplements
Known for its dense green leaves, long traditional use and its natural abundance.
Nettle Pet Product Formulation Ideas:
- Green blends or daily food toppers
- Treats or supplements formulated around active lifestyle concepts
- Topical and grooming products
Known for its bitter flavor and long history as a food source and use in traditional herbalism practices.
Dandelion Root Pet Product Formulation Ideas:
- Small pet forage mixes
- Chicken and bird food-supplement mixes
- Senior dog tinctures and formulas
Format Matters: Why Powders Lead in Pet Product Ingredients
Milled and powdered botanicals accounted for 26.8% of the North American market in 2025, largely due to their versatility across pet food, treats, and dietary supplements, according to Grandview Research.
For manufacturers, powdered formats offer easy integration into dry formulas, consistent blending and dosing, and scalable production capabilities. This makes them a go-to choice for brands developing pet food and treats at scale.
The Opportunity in Senior Pet Product Formulation
As pets live longer, demand is rising for targeted solutions that support them. Botanical ingredients can be particularly well-suited for formulations, from daily supplements to condition-specific concept blends.
What This Means for Pet Brands
Botanical ingredients are quickly becoming a core component of modern pet products. Brands that succeed in this space will focus on:
- Ingredient transparency and traceability
- Function-driven formulations
- Familiar, trusted botanicals
- Flexible, scalable formats
From safe herbs for dogs and cats to herbal ingredients for equine supplements, the category continues to expand—creating new opportunities for innovation across every segment.
Partnering for What’s Next
Consumer demand for clean-label, functional pet wellness products isn’t slowing down, and brands that move early will be best positioned to lead the category. Whether you’re developing chews, pet food supplement blends, specialty formulas, or next-generation senior pet lifestyle formulas, Monterey Bay Herb Co. offers the botanical ingredients and sourcing expertise to help bring your products to market with confidence.
Connect with the team to explore premium herbs, powders, and formulation-ready ingredients for pet food, supplements, treats, and equine wellness applications.
