Pet Calming Products Market Size & Outlook, 2026-2034

Pet Calming Products Market Overview

The global pet calming products market size is valued at USD 17.45 billion in 2025 and is estimated to reach USD 29.88 billion by 2034, growing at a CAGR of 6.20% during the forecast period. The rising awareness of pets emotional and behavioural wellness, the growth in pet ownership and increased premiumization of pet care are driving demand for calming solutions.

Key Market Trends & Insights

• North America dominated the market with a revenue share of 41.2% in 2025.
• Asia Pacific is anticipated to grow at the fastest CAGR of 8.1% during the forecast period.
• Based on product type,the calming chews and oral supplements segment held the highest market share of 34.7% in 2025.
• By animal type, thedog segment is estimated to register the fastest CAGR growth of 6.3%.
• Based on ingredient, the Natural and nutraceutical calming ingredientscategory dominated the market in 2025 with a revenue share of 30%.
• Based on distribution channel, theonline retail and e-commerce segment is projected to register the fastest CAGR of 10.4% during the forecast period.
• US dominates the market, valued at USD 4,078.80 million in 2024 and reaching USD 4,314.15 million in 2025.

Table: U.S. Pet Calming Products Market Size (USD Million)

Source: Straits Research

Market Size & Forecast

• 2025 Market Size: USD 17.45 billion
• 2034 Projected Market Size: USD 29.88 billion
• CAGR (2026-2034): 6.20%
• Dominating Region: North America
• Fastest-Growing Region: Asia Pacific

The global market covers a wide range of products designed to address anxiety, stress, hyperactivity and behavioural difficulties in companion animals, particularly dogs and cats. These products include calming treats, sprays and mists, pheromone diffusers, collars, apparel, and other specialised formulations. The market’s growth is driven by increasing pet humanisation, which leads owners to treat the behavioural and emotional wellness of pets as part of routine care, and more frequent triggers of pet anxiety, such as urban lifestyles, separation, travel, and noise events, raising demand for such products.

Latest Market Trends

Natural and clean-label formulations gaining ground

Pet owners are increasingly seeking calming products that emphasise natural, safe ingredients rather than heavy pharmaceuticals. Pet owners are willing to pay more for products with claims of organic, holistic, or non-sedative support for pets’ emotional wellness.

• For example, in October 2025, Zesty Paws introduced a calming diffuser for cats that uses a natural, drug-free formula to emit feline-specific pheromones, marking a shift from ingestible supplements to ambient calming technology.

Overall, the demand for natural and clean-label formulations is shaping product development, distribution, and marketing, enabling companies to differentiate via premium ingredients and holistic wellness positioning.

Integration of smart tech-enabled calming solutions

The pet calming market is expanding toward technology-based solutions that monitor or actively intervene in pet stress or anxiety. These innovations help pet owners to supply calming products, track pet behaviour and intervene in real time. As the pet care industry becomes more sophisticated, tech-enabled calming solutions are differentiating on data, connectivity, and holistic wellness integration. This trend aligns with broader human wellness trends and positions the pet calming market to evolve from commodity treats to smart wellness ecosystems.

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Market Driver

Rising pet ownership and premium pet care spending

The calming products market is strongly driven by pet humanisation globally. Companion animal ownership is rising, especially in urban centres, where households increasingly view pets as family members. This shift expands consumer spending beyond basic care to premium pet wellness, focusing specifically on emotional and behavioural support. As pets face more stress-related triggers due to urban living, travel, noise, etc., the market shows significant growth.

• For instance, Dorwest Herbs released a limited edition Trade Calming Product Pack in September 2025, specifically to help retailers support customers during the extended fireworks season.

Moreover, the intersection of higher pet ownership, wellness consciousness, and willingness to spend on emotional and behavioural pet support drives the market consistently.

Market Restraint

Limited clinical validation and consumer trust concerns

One major restraint in the pet calming products market is that many products rely on natural ingredients, supplements or behavioural claims rather than standardised clinical trials. Pet owners and veterinarians may question efficacy, dosage, safety and regulatory compliance. The variability in regulatory oversight further complicates trust. Due to this, some pet owners may postpone purchase or rely solely on veterinary prescriptions or trusted brands, which slows mass-market adoption.

Market Opportunity

Expansion in emerging market

Emerging markets in the Asia Pacific and Latin America offer significant growth opportunities for pet calming products. The rising urbanisation, increasing pet ownership, rising disposable incomes, greater awareness of pet wellness and expansion of e-commerce platforms in these regions support the market’s development. Manufacturers and retailers that establish strong distribution and localised product offerings tailored for local breeds, price points and language can tap large incremental growth. Many US-centric brands are expanding globally to build an early presence in Asia.

Regional Analysis

North America dominated the market in 2025, accounting for 41.2% market share because of large pet populations, mature retail ecosystems, high per-household pet spending, and strong consumer willingness to buy premium wellness products. Pet owners in the U.S. and Canada increasingly treat behavioural wellness as part of routine care, buying chews, diffusers, wraps and smart devices. Subscription models and trusted brand channels sustain repeat purchase for calming chews and refill-based diffusers.

• The United States is the single largest national market because tens of millions of households own pets, and owners spend heavily on health and wellness. U.S. consumers favour subscription chews, veterinary-recommended products, and tech gadgets. Veterinary clinics and large retail chains remain key sales channels that help convert clinical recommendations into purchases.

Asia Pacific Market Insights

Asia Pacific is emerging as the fastest-growing region with a CAGR of 8.1% from 2026-2034, driven by rapid urbanisation, rising disposable incomes, and a growing culture of pet humanisation in major markets like China, India, South Korea, and Southeast Asia. E-commerce penetration and mobile purchasing accelerate access to international brands. Younger demographics are adopting pets at higher rates and are open to premium pet wellness products. Local players are also developing region-specific formulations and distribution strategies suited to pricing and cultural preferences.

• India’s pet care economy is expanding rapidly with strong urban growth and e-commerce. More households keep dogs and cats and are willing to spend on wellness items. Local startups and DTC brands are bringing affordable calming chews and oils to market while clinics scale services. Government and industry initiatives that promote responsible pet ownership are increasing awareness of behavioural health.

Regional Market share (%) in 2025

Source: Straits Research

Europe Market Insights

Europe’s share is strong due to concentrated urban populations, high veterinary standards, and robust pet-welfare policy and education. Several European countries maintain active animal-welfare campaigns and professional veterinary guidance that emphasise mental as well as physical well-being, supporting demand for non-pharmaceutical calming products. Europe also benefits from a dense network of pet speciality stores and cross-border retail.

• The UK is an influential European market because of high pet ownership, active welfare campaigns and recent animal-welfare legislative activity that emphasises welfare and owner education. Policies that focus on animal welfare and veterinary guidance strengthen trust in calming solutions that are safe and welfare-oriented. Public education and professional standards support the adoption of calming products that are non-sedative and welfare-focused.

Latin America Market Insights

Latin America is a fast-growing market for pet calming products. Rising pet ownership in urban centres, expanding retail and e-commerce channels, and stronger local manufacturing are expanding the availability of supplements, chews and diffusers. In larger markets such as Brazil and Mexico, pet owners are rapidly premiumising their purchases for health and wellness, and veterinary clinics are beginning to stock behaviour-oriented products.

• Brazil has a sizable pet population and rising spending on pet care. Owners increasingly buy supplements and calming chews, and speciality retail channels expand into cities. Local distribution networks and some domestic manufacturing keep price points accessible. Veterinary clinics and online marketplaces are important routes to market.

Middle East and Africa Market Insights

The Middle East and Africa (MEA) region is expanding for pet calming products. Gulf states (UAE, Saudi Arabia) show strong premiumisation and high per-person spending driven by expatriate and high-income populations. In other MEA markets, growth is emerging from increased urban pet ownership, rising veterinary services and retail modernisation. Government or NGO animal-welfare programs in some countries are improving awareness of pet wellbeing and encouraging responsible ownership, indirectly aiding calming product adoption.

• The UAE shows rapid premium market dynamics with rising pet ownership and high spending on premium pet food and wellness. Expat and affluent households favour imported calming devices, tech gadgets and premium supplements; e-commerce and boutique retail support distribution. Government and municipal pet-welfare initiatives and events have also helped raise awareness.

Product Type Insights

Calming chews and oral supplements dominated the market with a revenue share of 34.7% in 2025. This is due to their convenience, familiarity, and fit with existing pet-owner purchasing habits for repeat consumables. Owners use them as a primary solution for both situational (travel, fireworks) and ongoing anxiety (separation, hyperactivity). Their widespread availability across online, speciality, mass retail, and veterinary channels further reinforces their leading position.

Tech-enabled calming devices are the fastest-growing product type. They combine behavioural science with connectivity for active intervention and data collection. The growth is driven by pet humanisation, willingness to pay for premium gadgets, and strong product differentiation. The segment is expected to grow, especially in regions with high disposable income and smart-home penetration, as they move from early adopters to the mainstream.

Animal Type Insights

Dogs hold the largest share of the pet calming products market, exhibiting a CAGR of 6.3% as dogs are frequently exposed to highly visible external stressors like thunderstorms and separation, for which owners actively seek solutions like chews, wraps, and sprays. Dogs’ size range and ability to wear apparel or wearables make them compatible with multiple calming formats like wraps, collars, and vests. Veterinary clinics often stock or recommend dog-targeted calming products, further reinforcing the retail funnel.

Cats are the fastest-growing animal subsegment for calming products, with an estimated 7% CAGR in 2025. This rapid adoption is fueled by a rise in cat ownership and indoor living, which increases stress-related behaviours like scratching and spraying. Feline-specific calming solutions, such as non-invasive pheromone diffusers and plug-in mists, are highly effective and suit cat behaviour.

Ingredient Insights

Natural and nutraceutical calming ingredients led the market with a market share of 30% because they align with consumer preferences for “clean” and over-the-counter wellness solutions. Ingredients like melatonin, L-theanine, and chamomile are easy to formulate into common formats like chews, have low regulatory barriers, and fit well into subscription models. Additionally, veterinary endorsement and human wellness trends influence uptake.

CBD and hemp-derived calming products are the fastest-growing ingredient due to strong consumer curiosity and premium pricing, albeit constrained by regulation. Where legal frameworks are permissive, CBD oil, tinctures, and treats have rapidly gained traction for canine anxiety and pain-related stress. Anecdotal owner reports, aggressive marketing, celebrity endorsements, and product innovation tailored to pets further support the segment’s growth.

Distribution Channel Insights

Online retail dominates the market with a CAGR of 10.4% due to broad product availability, convenience, and subscription capability. E-commerce enables brands to reach pet owners directly, present full product information and reviews, and cross-sell related items. Subscription models for chews, diffuser refills, and oils create recurring revenue and higher customer lifetime value. Online marketplaces and speciality e-tailers also allow rapid scaling for brands that may not have broad brick-and-mortar distribution.

Veterinary channels are the fastest-growing distribution subsegment because clinical endorsement greatly increases owner trust for behavioural products. As more calming products pursue veterinary approval, certifications (NASC, veterinary formulation claims), or clinical evidence, clinics increasingly stock or recommend these items. This trend is also driven by clinics expanding retail offerings to diversify revenue.

By Distribution Channel Share (%), 2025

Source: Straits Research

Competitive Landscape

The pet calming products market is moderately fragmented with a mix of veteran veterinary-grade firms, large pet-care manufacturers, speciality DTC brands and emerging tech players. Competition focuses on product efficacy, vet endorsement, retail distribution (vet clinics, pet speciality, mass retail) and recurring revenue through subscriptions (chews, diffuser refills).

Buddy: An Emerging Player

Buddy is an emerging DTC pet-wellness brand focused on supplements and functional chews that target mobility, anxiety and overall well-being. Its growth pattern emphasises strong social media marketing, subscription purchases, and selective retail placements to scale repeat revenue quickly. Buddy’s product positioning includes human-grade ingredient claims, influencer marketing, and premium pricing that help it capture younger, urban pet owners.

Latest News:

• In January 2025, a leading pet content creator and co-founder, Maddie Guy, officially launched Buddy, a premium 10-in-1 daily canine meal topper.

List of key players in Pet Calming Products Market

1. ThunderShirt / ThunderWorks
2. Zesty Paws
3. PetSafe (Radio Systems)
4. Ceva Animal Health (Adaptil / Feliway)
5. Furbo (Tomofun)
6. Petcube
7. Honest Paws
8. HolistaPet
9. CBDistillery
10. Cornbread Hemp
11. Buddy
12. Beaphar
13. Vetoquinol
14. Virbac
15. Mars Petcare
16. Nestlé Purina
17. Pawtitas
18. Petmate
19. Tractive
20. Pawbo / Petcube
21. Rozkitch

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Strategic Initiatives

• July 2025 - Dômes Pharma introduced Fluoxevet, the first re-engineered fluoxetine for dogs, offering accurate and flexible dosing for the long-term management of separation-related problems.
• March 2025 - Standard Process Veterinary Formulas launched Calming Comfort Pro for cats and dogs. A supplement with L-theanine, L-tryptophan, and GABA to support a normal stress response for situations like fireworks, travel, and separation.
• March 2025 - Spirited Paw launched Calm supplement for dogs and cats, including wafers with L-theanine, L-tryptophan, magnesium, chamomile extract, and organic ingredients for occasional anxiousness.
• May 2025 - Mars and Calm partnered to launch a pet-inspired content collection on the Calm app (Sleep Stories, meditations) informed by pet owner research, celebrating the well-being benefits of pets.