Pet Therapeutic Diet Market By Animal Type (Dogs, Cats, Others), By Product Form (Dry kibble, Canned food, Therapeutic treats & toppers), By Therapeutic Indication (Renal support, Urinary health, Dermatology care, Gastrointestinal support, Weight management, Diabetes control, Joint support), By Life Stage & Size (Puppy, Adult, Geriatric, Dog size-specific), By Nutritional Strategy (Hydrolyzed protein diets, Novel protein diets, Limited-ingredient diets (LID), Low-fat diets, High-fiber diets, Omega-3-enriched diets), and By Distribution Channel (Veterinary clinics & hospitals, Veterinary pharmacies, Specialty pet retailers, Online stores & e-commerce platforms, Others), Global Market Size, Segmental Analysis, Regional Overview, Company Share Analysis, Leading Company Profiles and Market Forecast, 2025 – 2035

---

What trends will shape the Pet Therapeutic Diet Market in the coming years?

The Pet Therapeutic Diet Market accounted for USD 2.55 Billion in 2024 and USD 2.75 Billion in 2025 is expected to reach USD 5.75 Billion by 2035, growing at a CAGR of around 7.67% between 2025 and 2035. The Pet Therapeutic Diet Market will expand fast due to the humanization of pets and an increase in awareness of clinical-grade nutrition. The growing prevalence of chronic conditions such as obesity, kidney disorders, diabetes, and aging pets is driving the demand towards condition-specific diets. Individual nutrition based on diagnosis and vet advice is becoming a powerful trend with telehealth, e-commerce, and subscription-based delivery models to enhance access and adherence.

The focus of formulation innovation is shifting to hydrolyzed proteins, new ingredients, probiotics, and omega-3s in formulation to target various conditions. Meanwhile, clean-label, natural, and human-grade marketing are becoming increasingly popular even in prescription diets. Plant-based and other alternative proteins are redefining the R&D pipelines in the name of sustainability initiatives. Labeling, positioning, and distribution plans will be impacted through regulatory clarity on veterinary prescription diets. In sum, the competitive advantage of the major players in the next several years will be determined by the consolidation, clinical validation, and evidence-based formulations.

What do industry experts say about the Pet Therapeutic Diet market trends?

“As we move into 2025, the momentum in the business has remained strong, and many customers have also signed up for Chewy’s auto-ship program.”

• Sumit Singh, CEO of Chewy.

Which segments and geographies does the report analyze?

What are the key drivers and challenges shaping the Pet Therapeutic Diet market?

How does the rising prevalence of chronic diseases in pets drive therapeutic diet demand?

Rising chronic disease rates in companion animals have been a significant contributor to the growth of the pet therapeutic diet market, where specialized nutrition plays a crucial role in long-term care. Based on proven health statistics, approximately 40%of dogs in the United States are overweight or obese, a disease that is directly associated with diabetes, arthritis, and cardiovascular diseases. When these diseases become more severe, therapeutic diets play a vital role in controlling symptoms and reducing the rate of disease progression.

The diets are designed with an exact amount of nutrients, i.e., low-fat is used in case of pancreatitis, hydrolyzed protein in allergies, or a limited amount of phosphorus in kidney disease. They are being increasingly prescribed by veterinarians as an element of combined treatment to enhance clinical outcomes. On their part, pet owners are increasingly conscious of the value of nutrition in the prevention and control of diseases. This has contributed to increased use of foods recommended by veterinarians in clinics and specialty retailers. Moreover, the increase in pet humanization provides the guarantee that people will approach the conditions of animals in the same manner as human health. Finally, the increasing prevalence of chronic illnesses in pets is making therapeutic diets a crucial component of the entire pet healthcare ecosystem.

Why is increasing pet humanization influencing spending on premium veterinary prescription diets?

The growing trend towards individualized nutrition is slowly reshaping the pet therapeutic diet market as pet owners are focused on diets designed to fit the unique health requirements of their pets. According to the ADM Global Pet Nutrition Insights report (2025), three-quarters of pet owners are of the opinion that pets should receive as much attention to good nutrition as humans, which is a radical change in consumer values. The trend opens room for tailored therapeutic services that target disorders like gastrointestinal sensitivities, obesity, skin conditions, or joint conditions.

Individual diets also allow more effective compliance with the requirements of the life stage, breed, and activity level, and can offer special support. The issuance of veterinary recommendations also increases confidence in these custom-made solutions, leading to their implementation in clinics and specialty shops. As more people move to using digital instruments and processes, customized diets are easier to design. Owners have shifted to specialized products that have measurable health benefits. This will enhance pet welfare and owner satisfaction. In general, individualization is creating innovative avenues and differentiation in the therapeutic diets.

Why do high product prices restrict the adoption of therapeutic diets among price-sensitive owners?

The pet therapeutic diet market is limited by the high cost of the products, which limits the use of expensive products by price-sensitive owners of pets. Therapeutic diets are developed using special ingredients, progressive nutritional methods, and clinical support, which raise the cost of production and selling price compared to normal pet food. The cost of prescription food vs. regular food is a financial burden to many households, particularly those in emerging economies. Multiple pet and long-term care owners, even in the developed markets, might not be able to maintain regular purchases. This is further increased when chronic disorders such as renal disease, diabetes, or joint problems need dietary control throughout life.

Although these diets may be recommended by veterinarians, there is a risk of reduced compliance rates as owners can find less costly alternatives. Another factor that contributes to the barrier is the lack of large insurance coverage of veterinary nutrition. Price sensitivity is particularly clear among middle- and low-income populations, where healthcare is already too costly. The problem is compounded by low awareness of the long-term health savings of therapeutic diets. Consequently, cost has been a major limiting factor against wider use, even when the health effects are known to be beneficial.

How can e-commerce growth and subscription models enhance accessibility to therapeutic diets?

The Pet Therapeutic Diet Market is experiencing the expansion of its reach due to the growth of e-commerce and subscription programs that are reshaping the way pet owners purchase specialized nutrition. According to the American Pet Products Association, 51% of American customers are currently purchasing pet products online, which seemingly reflects the shift to online convenience. This change enables owners of pets to purchase therapeutic diets easily, even in those areas where there are no specialty shops or veterinary pharmacies in the vicinity.

The subscription models promote the idea of chronic care management as they allow maintaining a regular supply and spacing out any breaks in eating. The level of trust in premium diets among owners is also promoted by individualized product recommendations, information, and veterinary services delivered through these channels. Flexible delivery service and reliable refilling ensure compliance with strict feeding instructions without difficulty. Online shopping assists in eliminating the logistical hurdles that are experienced by busy owners or individuals in isolated areas. E-commerce also promotes transparency of prices and price comparison, which allows a wider uptake of therapeutic solutions. Diets that are therapeutic are becoming a widespread feature of pet care due to the emergence of online platforms. In general, these models render the process of obtaining basic veterinary prescription diets cheaper, more convenient, and more reliable.

Why is demand for personalized nutrition creating space for customized therapeutic pet offerings?

Demand for personalized nutrition is increasing at a rapid rate, and the pet therapeutic diet is being affected by it as individuals seek to identify a diet that is specifically tailored to meet the unique health needs of their pets. According to the ADMs 2025 Global Pet Nutrition Insights report, pet owners are experiencing a radical change in consumer priority because 85% of them believe that proper nutrition is as important to their pets as it is to people. The trend leaves room for tailor-made therapeutic products that address specific conditions like gastrointestinal sensitivities, obesity, skin conditions, or joint conditions.

Specific diets can also be configured to suit life-stage requirements and breed requirements, and activity levels, among others, a plus to offer specific support. Veterinary suggestions also support the trust towards these custom solutions and their implementation in the clinics and specialized stores. Since the utilization of the digital platform and health-tracking tools is increasingly widespread, we can design an individualized diet more easily. Proprietors are now more attracted to specialized products that are likely to bring quantifiable health benefits. This will improve animal welfare and the happiness of the owners. Generally speaking, personalization is creating new opportunities to innovate and differentiate therapeutic diets.

What are the key market segments in the Pet Therapeutic Diet industry?

Based on the product form, the Pet Therapeutic Diet Market is classified into Dry kibble, Canned food, Therapeutic treats & toppers. Dry kibble is the leading product in terms of convenience, cost-effectiveness, and shelf life, and thus the standard product in most veterinary clinics and retail outlets. A significant portion of diets is occupied by wet/canned diets, especially in the treatment of renal, urinary, and gastrointestinal diseases, the latter being made more palatable and hydrating to low-appetite pets. Therapeutic toppers and treats are becoming popular as complementary products that enhance adherence to prescribed diets and also consider particular needs, such as dental well-being or weight loss.

Freeze-dried and air-dried versions are springing up in the high-end markets, attracting owners interested in natural or minimally processed foods. There is increased growth in fresh and refrigerated therapeutic meals due to the humanization trend and clean-label demands as well. In the meantime, liquid and recovery formulations are used in specialist applications in the convalescent or hospital environment. In general, the relative weight of clinical efficacy, palatability, and owner convenience influences product form in this market.

Based on the nutritional strategy, the Pet Therapeutic Diet Market is classified into Hydrolyzed protein diets, Novel protein diets, Limited-ingredient diets (LID), Low-fat diets, High-fiber diets, and Omega-3-enriched diets. Hydrolyzed protein diets are popular with pets that have food allergies and sensitivities because they reduce immune response. Limited-ingredient diets (LID) and novel protein diets are growing in popularity as a way to meet clinical requirements and to provide owners with clean-label and allergen-free diets.

Low-fat diets are being used to treat obesity, pancreatitis, and metabolic disease, and high-fiber diets are being used for weight management, bowel health, and diabetes. The anti-inflammatory properties of omega-3-enriched formulations are also being used in renal, joint, cardiac, and inflammatory indications. Low-phosphorus or low-sodium diets are still important in renal and cardiac care using restriction-based methods. Taken together, these strategies point to a movement toward utilitarian, evidence-based nutrition that not only treats certain disorders but also satisfies the increasing owner expectation of targeted and proactive (preventive) pet care.

Which regions are leading the Pet Therapeutic Diet market, and why?

The North America Pet Therapeutic Diet Market is leading due to the highest rates of pet ownership, excellent veterinary facilities, and the growing humanization of pets. Currently, the U.S. is the dominant force in the region, with a high number of companion animals, an increase in chronic diseases such as obesity, diabetes, and kidney disease, and the desire to invest in high-quality therapeutic diets. The main channels of distribution are still veterinary clinics and hospitals, but e-commerce and subscriptions are becoming increasingly popular.

The availability of market leaders like Pet Nutrition by Hill, Purina Pro Plan Veterinary Diets, and Royal Canin also helps in consolidating the market penetration based on product innovation and close relations with the vets. Both dog and cat markets are also experiencing increased demand in the preventive healthcare and special nutrition sector. Additionally, there is an increasing trend in the popularity of hydrolyzed protein, limited-ingredient, and clean-label therapeutic diets due to concerns about allergies and sensitivities. Prescription diet regulatory transparency and strong clinical validation have been steadily gaining trust among veterinarians and pet owners. In general, the highly developed pet care environment in North America and the purchasing power of the population will keep it dominant in the future.

The Asia Pacific Pet Therapeutic Diet Market is growing due to the rapid urbanization, increased disposable incomes, and an ever-growing tendency towards humanization of pets in countries such as China, India, Japan, and South Korea. The rising number of pets, and in particular, millennials and urban families, is contributing to the rise in interest in preventive health and specialized food. Diseases like obesity, skin diseases, and kidney diseases in pets are on the rise, and this puts pressure on companion animals to be fed therapeutically. To tap this growing demand, multinational brands are aggressively expanding with veterinary clinics, pet specialty retailers, and online stores.

The online sales are soaring, which is backed by robust digital adoption and subscription-based delivery patterns in emerging markets such as China. Innovative cost-effective therapeutic formulations are also being developed by local players to exploit price-sensitive groups. There is an increasing trend towards clean-label, functional, and natural formulations, in line with human food trends in the region. As more infrastructure on the veterinary care front is in place and more owners are ready to invest in the health of their pets, the Asia Pacific will have more growth than any other region in the coming decade.

What does the competitive landscape of the Pet Therapeutic Diet market look like?

The Pet Therapeutic Diet Market's competitive players, like Hill’s Pet Nutrition (Colgate-Palmolive), Royal Canin (Mars, Inc.), and Purina Pro Plan Veterinary Diets (Nestle Purina), dominate with their extensive veterinary relationships, clinical support, and expansive product lines. The brand loyalty of these players to veterinarians and pet owners is high and is often supported by several decades of research. The middle-range and newcomer brands are targeting niche products, such as hydrolyzed protein, limited-ingredient, and clean-label therapeutic diets, to cut a slice into this high-end market. The trend is toward distribution, as the use of e-commerce platforms and subscription-based services is becoming crucial and complementary to the presence of regular veterinary clinics. Companies are also taking the lead in sustainability, packaging innovation, and functional ingredient development to match consumer expectations. The collaboration between veterinary workers and pet food manufacturers to co-formulate condition-specific diets is in addition to the competitive rivalry.

The mass-market to super-premium pricing strategy is to cover the savings and the luxury demand. Moreover, the Asian and Latin American regional players are also venturing into the market with affordable therapeutic formulations. An important theme throughout the industry is evidence-based marketing with clinical trials to provide credibility. To solidify the gains in the digestive health solutions, in March 2025, Hill's Pet Nutrition revealed the addition of two new dog and cat formulations to its Prescription Diet Gastrointestinal Biome line. Overall, the competitive forces in this market are characterized by innovation, clinical validation strategies, and global expansion strategies.

Pet Therapeutic Diet Market, Company Shares Analysis, 2024

To explore in-depth analysis in this report - Request Sample Report

Which recent mergers, acquisitions, or product launches are shaping the Pet Therapeutic Diet industry?

• In February 2025, Colgate-Palmolive's Hill's Pet Nutrition division acquired Prime100, an Australian fresh pet food brand, to enter the fresh, therapeutic, and raw dog food markets. The acquisition expands Hill's portfolio with a science-backed, veterinarian-endorsed brand offering refrigerated and shelf-stable fresh dog foods, aligning with Colgate-Palmolive's growth strategy for high-growth segments.
• In January 2025, at the Veterinary Meeting & Expo (VMX), Hill’s Pet Nutrition unveiled new and enhanced Prescription Diet and Science Diet products featuring its proprietary ActivBiome+ microbiome technology, including formulations addressing digestive health, multi-organ support, and cognitive/mobility care.

Report Coverage:

By Animal Type

• Dogs
• Cats
• Others

By Product Form

• Dry kibble
• Canned food
• Therapeutic treats & toppers

By Therapeutic Indication

• Renal support
• Urinary health
• Dermatology care
• Gastrointestinal support
• Weight management
• Diabetes control
• Joint support

By Life Stage & Size

• Puppy
• Adult
• Geriatric
• Dog size-specific

By Nutritional Strategy

• Hydrolyzed protein diets
• Novel protein diets
• Limited-ingredient diets (LID)
• Low-fat diets
• High-fiber diets
• Omega-3-enriched diets

By Distribution Channel

• Veterinary clinics & hospitals
• Veterinary pharmacies
• Specialty pet retailers
• Online stores & e-commerce platforms
• Others

By Region

North America

• U.S.
• Canada

Europe

• U.K.
• France
• Germany
• Italy
• Spain
• Rest of Europe

Asia Pacific

• China
• Japan
• India
• Australia
• South Korea
• Singapore
• Rest of Asia Pacific

Latin America

• Brazil
• Argentina
• Mexico
• Rest of Latin America

Middle East & Africa

• GCC Countries
• South Africa
• Rest of the Middle East & Africa

List of Companies:

• Hill’s Pet Nutrition, Inc.
• Royal Canin SAS
• Nestlé Purina PetCare Company
• Farmina Pet Foods Holding B.V.
• Blue Buffalo Pet Products, Inc.
• Wellness Pet Company, Inc.
• Virbac S.A.
• Spectrum Brands Holdings, Inc.
• Archer Daniels Midland Company
• Diamond Pet Foods, Inc.
• Affinity Petcare S.A.
• Unicharm Corporation
• Merrick Pet Care, Inc.
• Beaphar B.V.
• Canidae Pet Food Corporation

Frequently Asked Questions (FAQs)