The pet calming products market is estimated to be worth USD 18.36 billion in 2025 and is forecast to reach USD 32.82 billion in 2035, expanding at a steady CAGR of 5.93% throughout the forecast period.Increased pet humanization is the major reason behind industry growth. With more people treating their pets as members of the family, the emotional and behavioral needs have taken the front seat, especially in city lifestyles where there can be excess noise, isolation issues, and lesser interaction time leading to raised animal stress.
It is forcing customers to need the calming aid such as sprays, chews, collars, diffusers, supplements, and worry wraps.The growth in pet adoption and ownership worldwide, particularly during and after the COVID-19 pandemic, has also significantly influenced the demand curve. Pet owners are looking for preventive and therapeutic products to help their pets navigate stress-inducing events such as travel, thunderstorms, visits to the vet, and socialization issues.
Veterinary advice and increased availability of pet-calming products via retail chains and internet-based sales sites are making products more accessible than ever before. Ease of availability, coupled with increased consumer sophistication, is convincing first-time owners to consider stress solutions as an integral part of regular care. In a creative approach, business houses are going for natural and organic ingredients like chamomile, valerian root, and CBD to attract health-aware consumers who are seeking harmless alternatives to their conventional drugs.
Functional treats and infused edibles are also gaining popularity with their ease of use and multi-functionality, conjoining nutrition and stress relief in a single product.North America and Europe are industry leaders based on high disposable incomes, strong veterinary infrastructure, and an entrenched pet care culture. However, emerging markets in the Asia-Pacific and Latin America are beginning to exhibit patterns as urbanization, petting, and awareness of animal mental health all rise.
While it has the potential to grow, the industry does experience some issues in the way of a lack of standardization in regulatory oversight, variability in the efficacy of products, and limited clinical backing for some calming products.
Consumer distrust is still a problem but is gradually diminishing as research studies and consumer reviews provide credibility to claims made by the products.In short, the pet-calming products industry is poised for steady growth in the decade ahead, fueled by the emotional connection between pets and their owners, growing pet populations, and a wider societal emphasis on wellness - for humans and animals alike.
Market Metrics
| Metrics | Values |
|---|---|
| Industry Size (2025E) | USD 18.36 billion |
| Industry Value (2035F) | USD 32.82 billion |
| CAGR (2025 to 2035) | 5.93% |
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The industry is expanding fast because more people are owning pets and there is growing awareness of animal mental health. The industry leaders, manufacturers, and veterinarians have high regard for product safety, effectiveness, and regulatory compliance to ensure the formulas work and are safe for animals.
These companies also invest in innovation, especially in natural, non-sedating products. Veterinarians lead product legitimacy by prescribing scientifically validated products. Distributors and retailers, however, have cost efficiency, brand credibility, and product availability to address niche consumer needs and supply chains.Pet owners-the final consumers-value safety, calming efficiency, price, and natural products, frequently being guided by recommendations from veterinarians and online testimonials.
Although they are less concerned with regulatory compliance themselves, they look for trusted brands that will provide quality, and the industry is growing from stressors such as travel, visits to the vet, or separation anxiety, and will likely continue to expand with the premiumization of pet care products.
| Criteria | Platform Usability |
|---|---|
| Manufacturers | High |
| Veterinarians | High |
| Retailers/Distributors | Medium |
| Pet Owners (End Users) | High |
| Criteria | Efficacy (Calming Effect) |
|---|---|
| Manufacturers | High |
| Veterinarians | High |
| Retailers/Distributors | Medium |
| Pet Owners (End Users) | High |
| Criteria | Cost Efficiency |
|---|---|
| Manufacturers | Medium |
| Veterinarians | Medium |
| Retailers/Distributors | High |
| Pet Owners (End Users) | High |
| Criteria | Regulatory Compliance |
|---|---|
| Manufacturers | High |
| Veterinarians | High |
| Retailers/Distributors | Medium |
| Pet Owners (End Users) | Low |
| Criteria | Brand Trust |
|---|---|
| Manufacturers | Medium |
| Veterinarians | High |
| Retailers/Distributors | High |
| Pet Owners (End Users) | High |
| Criteria | Product Availability |
|---|---|
| Manufacturers | Medium |
| Veterinarians | Medium |
| Retailers/Distributors | High |
| Pet Owners (End Users) | Medium |
| Criteria | Innovation (e.g., natural) |
|---|---|
| Manufacturers | High |
| Veterinarians | Medium |
| Retailers/Distributors | Medium |
| Pet Owners (End Users) | High |
From 2020 to 2020 to 2024, the industry experienced tremendous growth, with the major driving factor being increasing pet ownership and concern over pet mental health. Changes in lifestyle and lockdowns made pets experience separation anxiety and stress syndromes. This created a demand for calming treats, vest anxiety, and aromatherapy solutions.
Companies like ThunderShirt and Zesty Paws expanded their lines of products, and veterinary professionals began prescribing natural remedies like hemp-based calming chews. Not long after that, the retailers followed, with more shelf space given to products that provide relief from anxiety, particularly in pet noise-sensitive locations in urban markets.
The industry will mature between 2035 and 2025, with a focus on science-based solutions, personalization, and innovation. Pet stress-tracking wearable technology, such as smart collars, will become mainstream. Businesses are exploring adaptogenic herbs and novel formulations that offer breed-, size-, and age-specific stress relief. Holistic wellness regimens-dietary adjustment, behavioral training, and calming supplements-will be the new normal, augmented by apps and subscription services offering tailored solutions for pet anxiety management.
Comparative Market Shift Analysis 2020 to 2024 vs. 2025 to 2035
| 2020 to 2024 | 2025 to 2035 |
|---|---|
| Increased pet adoption, pandemic-related stress | Increased emphasis on pet mental health and preventative care |
| Calming chews, pheromone diffusers, anxiety vests | Smart calming collars, adaptogen-infused treats, customized stress kits |
| Pursuit of quick fixes and natural solutions | Demand for customized, long-term wellness solutions |
| Growth in pet stores and e-commerce sites | Subscription models and mobile app-integrated solutions |
| ThunderShirt, NaturVet, Zesty Paws | Brands that have partnered with vets, tech developers, and wellness experts |
| Very minimal integration of tech | Behavioral analysis and stress tracking wearables powered by AI |
| Emerging but narrow in scope and only to OTC solutions recommend | Deep vet-endorsed and behaviorist-endorsed calming routines integration |
The world pet calming products market is experiencing gradual growth, driven primarily by increasing pet ownership and growing awareness regarding animal mental well-being. As pet owners increasingly treat their animals as members of their family, the market for products that address anxiety, stress, and behavioral problems is growing. Product efficacy and regulation are some of the significant problems
The vast majority of relaxing products such as treats, sprays, diffusers, and supplements are exempted from the rigorous testing required of prescription medication, and the efficacy and safety of these products have been questioned. Variability in product performance can shatter customer faith, especially in a company where pet owners are seeking reliable relief.
Besides, product regulatory needs are significantly dissimilar in geographical areas, and this implies that producers need to change their formulating, packing, and marketing procedures based on the home country regulations. Yet another significant threat comes from stiff market competition.
The calming pet market is becoming more and more crowded with large pet care firms as well as small niche players all vying to get into the fray. Such a competitive landscape puts pressure on prices and forces companies to innovate day and night in an attempt to keep consumers' attention. Companies must make their products stand out-either by utilizing natural ingredients, novel delivery systems, or science-supported claims-to stay front of mind. Economic uncertainty will also affect the marketplace.
Calming products for pets are regarded as discretionary, and therefore demand may slow during economically uncertain periods when consumers do not want to spend on discretionary items. Firms need to anticipate changes in the behavior of customers by providing products at different price points and fostering loyalty through good branding and learning.
Finally, supply chain disruptions threaten regular product availability. Most products targeting stress are dependent on certain natural ingredients such as chamomile, CBD, or valerian root, which can be affected by farm volatility, trade barriers, or supply chain problems. Production schedules and profit margins may be influenced by delays or a rise in raw material sourcing.
In order to counteract these risks, firms need to invest in scientific research to support their product claims, be flexible in their supply chain, and remain compliant with changing global regulations. By being transparent, ensuring quality, and educating customers, brands can build a strong foothold in the increasing but competitive pet calming products market.
With a market share of 58%, dogs are the major users of this product because they suffer more from separation anxiety, noise phobia (such as when there are fireworks or thunderstorms), and stress while traveling. Some examples of these products include calming chews, pheromone diffusers, herbal supplements, and anxiety wraps, and competitors include Zesty Paws, ThunderShirt, and PetHonesty.
The increasing number of adopted dogs, especially those rescued from shelters, which often present some behavioral problems related to stress, will, in turn, strengthen the industry for CBD-fortified calming treats, L-theanine supplements, and essential oil-based products.
Alone at 32% of the industry, cats are also consumers of products for calming, although the needs of a cat are not the same as those of a dog. Changes in environment, travel, and cohabitation with other pets in a home can cause stress in these animals, thus creating a need for pheromone sprays, calming collars, and stress-relieving supplements.
Major players in this category include Feliway, VetriScience, and NaturVet, which have advanced formulations specific to the stress triggers associated with felines. Additionally, increasing acceptance of holistic and natural treatments, such as the calming offered by valerian root and chamomile, continues to expand inventory offerings for anxious felines.
The segmented industry by product type from 2025, leading with snacks & treats at 42% industry share, followed by food & supplements, comprising 28%. Increasing comprehension of anxiety and stress management for pets, as well as increased demand for natural and functional products in the pet area, serve as a drivers in the innovation process in the industry.
Snacks and treats dominate the market, with 42% of the entire industry being owned by owners of pets searching for effortless, tasty ways to calm their pets. These products are usually designed with other ingredients such as CBD, L-theanine, and melatonin, along with chamomile and valerian root, which relieve both dogs and cats of stress, putting them at ease.
Zesty Paws, NaturVet, and PetHonesty are a few examples of companies that will manufacture soft chews, biscuits, and jerky treats that tend to address anxieties induced by separations, noise, and travel. The appeal of functional treats continues to grow, with pet parents preferring solutions that combine nutrition and functionality while offering high palatability in the formulation of these products.
Food and supplements provide calming to pet owners as they represent the 28% industry share, where pet owners are looking for longer-lasting calming effects by feeding their pets every day. Calming kibble, moist food, and dietary supplements through amino acid-building, probiotic-enriching, and adaptogen-building have become popular in that segment.
Among the most advertised are the therapeutic diets and supplemental powders of firms like Royal Canin, Hill's Science Diet, and VetriScience, which target behaviors linked to stress in pets. Pet owners are now increasingly choosing food-based solutions to cure calm because of increased endorsements from veterinarians and the popularity of holistic wellness in pets.
| Countries | CAGR (2025 to 2035) |
|---|---|
| USA | 6.5% |
| UK | 5.8% |
| France | 5.7% |
| Germany | 5.9% |
| Italy | 5.6% |
| South Korea | 6.2% |
| Japan | 6.3% |
| China | 5.8% |
| Australia | 6% |
| New Zealand | 5.9% |
The USA industry will witness a robust CAGR of 6.5% during 2025 to 2035. As more than 66% of the population has pets, the demand for anxiety-calming products keeps growing. The occurrence of pet anxiety caused by thunderstorms, fireworks, and separation anxiety pushed the industry for calming treats, pheromone diffusers, and herbal supplements.
Besides, the rising trend of rescue pet adoption, most of which have behavioral issues, has also driven product demand for calmness. The growth in online transactions, as well as subscription pet health services, has also contributed to industry growth by promoting easy access as well as customized pet care solutions.
The UKindustry is expected to grow at a CAGR of 5.8% during the study period. A significant percentage of homes across the country own pets, and increased concern for the welfare of animals has driven higher demand for stress-relief products.
The UK pet industry is premiumizing, with pet owners willing to pay extra for premium science-formulated calming solutions. Natural and organic pet calming treats are increasingly in demand as part of the broader trend for consumers to choose healthy, sustainable pet care solutions. The UK has strict regulations on pet product ingredients to provide a safe and effective calming solution as well.
The French industry is likely to expand at a CAGR of 5.7% during the forecast period. French dog and cat owners prefer holistic and natural pet health solutions, with increasing demand for herbal calming aids like valerian root and chamomile supplements.
Urbanization in France has also resulted in an increase in apartment living, and this has translated into increased pet anxiety as well from limited outside play. On top of this, French owners are highly inclined towards products recommended by veterinarians, with the majority choosing clinically tested calming sprays, collars, and diffusers. France's industry for pet insurance is also increasing to make high-quality pet calming products affordable and accessible.
Germany's industry is predicted to develop at a CAGR of 5.9% during the forecast period. The nation has one of the largest pet populations in Europe, and cats and dogs are the most popular companion animals. German consumers are extremely sensitive to scientific results and clinical approval while selecting pet products, leading to great demand for veterinarian-endorsed calming products.
There is a well-established pet pharmaceutical industry that exists and leads growth, with constant innovation in products for relieving anxiety, such as CBD-treated food and nutraceuticals. The home-delivery pet care website trend has also contributed to sales, with German customers quickly appreciating the convenience of home-delivery for pet care products.
The Italian industry is anticipated to record a CAGR of 5.6% between 2025 and 2035. Italy's long history of herbal medicine leads pet owners to use natural calm products over synthetic drugs. Increased pet-friendly policies in the workplace, restaurants, and public transportation have also been a pet anxiety instigator and subsequently increased demand for calming aids.
Italian pet owners are especially noteworthy when referring to items that use aromatherapy, such as sprays with the scent of lavender and diffusers that are totally pet-oriented. More pet specialty outlets and boutique pet wellness firms have introduced more diversity in soothing products available in the industry.
The South Korean industry is anticipated to register a CAGR of 6.2% during the study period. Urbanization, the rise in single-person households, and growing adoption rates have fueled demand for pet wellness products. The country's technologically advanced industry has encouraged innovation, including the introduction of new-age solutions like smart calming products with built-in sound therapy and app-driven stress-relief options.
South Korean pet owners are highly sensitive to imported and premium pet products, with a high demand for premium calming supplements and therapeutic pet accessories. Increasing numbers of pet cafés and pet zones have also been fueling the demand for calming social stress management products for pets.
Demand for pet calming products in Japan is set to grow at a CAGR of 6.3% during the study period.The nation is endowed with an increasingly aging population of humans and, as a result, growing dependency on pets as companions for the elderly and old. This has resulted in a greater need for stress-relief products because older animals are prone to stress-related illness as a result of aging and environmental factors.
Japanese consumers prefer sophisticated and compact pet products that will blend in with urban landscapes. Moreover, Japan's proximity to traditional herbal medicine has also triggered the industry growth of natural calmative products such as green tea-based supplements and shiatsu-inspired pet massagers.
China'sindustry is projected to grow over the forecast period at a CAGR of 5.8%.
The growing rate of pet adoption, especially among young generations in urban metropolitan towns, has driven demand for pet care products. Growing discretionary expenditure on pet health owing to the growing middle-class consumer base has witnessed higher demand for international and premium brand pet products.
The robust e-commerce foundation of China has triggered greater accessibility of a wide range of pet calming solutions such as CBD-enriched chews, essential oil diffusers, and interactive stress-relief toys. Local players are also conducting research and development to come up with distinct and affordable products formulated specifically for the Chinese industry.
Australia's industry is expected to register a CAGR of 6% during the study period.The nation boasts the world's largest pet ownership percentage, and its pet health-aware culture is pervasive.There's an increasing industry for chemical-free and organic anti-anxiety support, as Aussie pet owners also care about the environment as much as natural products.
Also present is the presence of a vibrant veterinary industry, where most of the practitioners provide calming products in the treatment of pet anxiety due to separation stress and environmental stimuli like thunderstorms. More pet-friendly workplaces have also ensured an increase in demand for products that calm pets and allow them to adapt to new social environments.
New Zealand's industry is expected to grow at a CAGR of 5.9% during the period 2025 to 2035. Pet ownership is still high in New Zealand, and so is the concern for animal rights. Holistic solutions like homeopathic and herbal supplements are becoming increasingly popular among New Zealand pet owners to calm pets.
The industry is also supplemented by the existence of local pet wellness brands who trade in products of natural type and an acceptable chain of veterinary clinics supporting the use of stress-relieving techniques and behavioral therapy. Higher empowerment of cyber-pet communities has also led consumers to seek fresh means and approaches for soothing pets.
The industryin 2025 is witnessing extraordinary transformation with more pet adoption and higher awareness of pet mental health. With ever-more stressful urban living, pet owners are resorting more to calming products to enable their pets to deal with travel anxiety, thunderstorm phobia, and separation anxiety. Pet humanization and more participation of pets in family life also drive growth.
Established brands are focusing on plant-based, non-pharmaceutical relaxants such as hemp-sourced ingredients, plant oils, and pheromone-infused products. Innovation is appearing in chews, diffusers, sprays, and wearables for stress relief with diversification of the format to align with pet interests and owner convenience. Online shopping continues to drive a large percentage of product sales, extending industry coverage and teaching the consumer.
Brands such as Zesty Paws, PetHonesty, and THUNDERWORKS are enriching their offerings with veterinarian-formulated products and knowledge-based marketing campaigns. Zoetis Inc. and Virbac remain dominant with medication-enriched formulations and global veterinary networks, offering solutions that connect pet health and care.
Strategic partnerships, private labeling growth and acquisitions have dominated the day in redefining the competitive environment. The general wellness phenomenon, stress relief among them, will be positioned to be the foundation of future innovation, and this segment is primed to benefit from long-term, diversified global growth.
Market Share Analysis by Company
| Company Name | Estimated Market Share (%) |
|---|---|
| Zoetis Inc. | 17-20% |
| Virbac | 14-16% |
| Zesty Paws | 12-14% |
| PetHonesty | 9-11% |
| THUNDERWORKS | 7-9% |
| Other Companies Combined | 30-41% |
| Company Name | Key Offerings/Activities |
|---|---|
| Zoetis Inc. | Provides veterinary-exclusive anxiety medications and supplements, such as pheromone diffusers and chewables, specifically designed for clinically supervised anxiety in pets. |
| Virbac | Emphasizes pheromone-based collars, sprays, and supplements for anxiety management, sold through veterinary networks all over the world. |
| Zesty Paws | Creates relaxing bites and oil tinctures with hemp and melatonin to focus on pet well-being through flavorful forms heavily marketed online. |
| PetHonesty | Provides natural calming chews containing valerian root and chamomile, selling for everyday anxiety and behavior aid in pets. |
| THUNDERWORKS | Specializes in wearable stress relief products such as ThunderShirts, sprays, and diffusers for environmental stress episodes. |
Key Company Insights
Zoetis Inc. (17-20%)
Strengthens its leadership by integrating pharmaceutical-grade calming aids and leveraging veterinary partnerships for global reach. Its evidence-based approach supports regulatory compliance and clinical trust.
Virbac (14-16%)
Continues innovating pheromone delivery systems and natural calming solutions. Its strong global distribution through vet channels supports its competitive positioning in both emerging and developed markets.
Zesty Paws (12-14%)
Drives industry expansion via D2C channels and retail partnerships. Its branding and use of trending natural ingredients like hemp and L-theanine have boosted industry traction.
PetHonesty (9-11%)
Focused on transparency, clean labeling, and vet-backed formulations. Its growing online presence and emphasis on naturally derived ingredients appeal to modern pet parents.
THUNDERWORKS (7-9%)
Maintains niche leadership in wearable pet anxiety solutions. It leverages strong brand recognition in retail, supported by product bundles for behavioral and situational use.
Other Key Players (30-41% Combined)
The industry is estimated to be USD 18.36 billion in 2025.
By 2035, the industry is projected to grow to approximately USD 32.82 billion.
The USA is expected to experience a 6.5% CAGR during the forecast period, fueled by demand for natural, treat-based calming products.
Snacks & treats are the leading segment, favored for their convenience and acceptance
Leading companies include Zoetis Inc., Virbac, Zesty Paws, PetHonesty, THUNDERWORKS, NOWFoods, CEVA, GARMON CORP., PetIQ, LLC., and Nestlé Purina Petcare.
The industry is segmented into dog, cat, and others.
The industry is segmented into food and supplements, snacks and treats, gel and ointment, spray and mist, and others.
The industry is divided into online channels, retail pharmacies, and veterinary clinics.
The industry is segmented into North America, Latin America, Europe, Asia Pacific, and MEA.
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Pet Calming Products Market
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