Pet Calming Products Market By Product Type (Supplements, Diffusers & Sprays, Wearables & Collars, Topicals & Grooming Additives); By Pet Type (Dogs, Cats, Other Pets); By Distribution Channel (Retail Pet Stores, Veterinary Clinics, Online Stores, Supermarkets & Mass Retailers); By Geography, Segment Revenue Estimation, Forecast, 2024–2030

Introduction And Strategic Context

The Global Pet Calming Products Market will register a steady CAGR of 7.6 %, valued at USD 1.4 billion in 2024, and projected to reach around USD 2.17 billion by 2030, confirms Strategic Market Research.

 

This market revolves around products designed to reduce anxiety, stress, and hyperactivity in pets — primarily dogs and cats. These include calming chews, diffusers, sprays, supplements, and wearable aids. The category has shifted from niche to mainstream, as pet ownership continues to rise globally and owners increasingly treat pets as family members.

 

Several macro factors shape this growth. Rising urbanization has meant more pets live in apartments or smaller spaces, where noise, separation, and lifestyle routines often trigger stress. At the same time, veterinary associations are publishing more evidence linking chronic stress in animals to long-term health issues, pushing owners to adopt preventative calming aids.

 

Policy shifts are also emerging. In some regions, regulators are tightening scrutiny around ingredient safety and labeling for calming supplements, moving them closer to nutraceutical standards. In parallel, e-commerce platforms are expanding pet wellness categories, making calming products more accessible to mass-market consumers.

 

Technological forces are playing their part. Smart collars with built-in calming pheromone release systems and AI-driven behavioral monitoring apps are expanding the functional edge of this category. Meanwhile, natural and plant-based formulations — such as hemp-derived CBD oils and chamomile-infused treats — are gaining traction, reflecting broader consumer trends in health and wellness.

 

Stakeholders in this space are varied. Pet product OEMs, nutraceutical firms, veterinary clinics, and retail chains all play active roles. E-commerce giants like Amazon and Chewy are pushing aggressive category expansion. Veterinary professionals increasingly recommend specific calming solutions during routine visits. And investors see this as part of the high-growth pet care industry, which continues to outperform traditional consumer packaged goods.

 

The strategic shift is clear: pet calming products are no longer viewed as “luxury add-ons.” They’re now positioned as essential well-being tools, on par with nutrition and preventive healthcare.

 

Market Segmentation And Forecast Scope

The pet calming products market spans multiple product categories, applications, distribution models, and regions. Each dimension reflects how owners choose calming solutions depending on pet type, lifestyle, and perceived effectiveness.

By Product Type

• Calming Supplements (Chews, Tablets, Powders): Currently the largest segment, fueled by demand for natural, ingestible products. Owners prefer chews disguised as treats for ease of administration. In 2024, this category is expected to hold nearly 42% of total revenue.

• Diffusers and Sprays: Pheromone-based diffusers and sprays are widely used to ease separation anxiety or multi-pet household stress. Their adoption is steady in North America and Europe, where veterinary endorsement is strong.

• Wearables and Collars: A growing niche, these products release soothing scents or provide gentle pressure therapy. Adoption is rising among tech-savvy owners.

• Topicals and Grooming Additives: Includes shampoos, balms, and wipes infused with calming botanicals like lavender or chamomile. Often positioned as dual-purpose wellness products.

Supplements dominate by familiarity, but collars and wearables are the fastest-growing sub-segment, projected to expand at over 9% CAGR through 2030.

 

By Pet Type

• Dogs: Make up the bulk of the market. Dogs are more prone to separation anxiety, travel stress, and noise phobias (e.g., fireworks).

• Cats: While smaller in share, the feline segment is growing, especially around pheromone sprays and diffusers for multi-cat households.

• Other Pets (Rabbits, Small Mammals, Birds): A very small but emerging category, often limited to herbal sprays and environment-calming solutions.

Dogs account for an estimated 64% of sales in 2024, but the cat segment is catching up as owners seek specialized calming options.

 

By Distribution Channel

• Retail Pet Stores: Remain a significant channel for first-time buyers who prefer physical guidance from staff.

• Veterinary Clinics: Carry calming chews, sprays, and prescription-strength supplements. Trust in vet recommendations supports this channel.

• Online Stores (E-commerce and Direct-to-Consumer): The fastest-growing channel, benefiting from auto-ship programs and subscription models. Convenience and breadth of options drive higher repeat purchases here.

• Supermarkets & Mass Retailers: An emerging channel in developed regions, as calming chews and sprays enter general wellness aisles alongside treats.

 

By Region

• North America — The largest market, with high adoption of supplements and sprays, and growing CBD-infused product demand.

• Europe — Strong in pheromone-based solutions and herbal calming remedies, supported by regulatory focus on safe ingredients.

• Asia-Pacific — Fastest growth, driven by rising pet ownership in China, Japan, and India, alongside rapid e-commerce penetration.

• Latin America — Early-stage adoption, with Brazil leading the way in premium pet care spending.

• Middle East & Africa — Still nascent, though urban centers like Dubai and Johannesburg are showing rising demand for pet wellness products.

Scope Note: The forecast covers 2024–2030, with analysis by product type, pet type, distribution channel, and region. Detailed revenue estimates and growth rates are modeled for each segment, though only selected sub-segment shares are disclosed here.

 

Market Trends And Innovation Landscape

The pet calming products market is in the middle of a transformation. What used to be a narrow niche of pheromone sprays and herbal chews is now a dynamic wellness category, influenced by human health trends, digitalization, and shifting consumer behavior. Several key themes define the innovation landscape.

Natural and Functional Ingredients Are Winning Trust

Pet owners are scrutinizing ingredient labels the same way they do for their own food and supplements. Calming chews with chamomile, L-theanine, melatonin, and hemp-derived CBD are expanding fast. Companies are leaning on clinical-style packaging and science-backed claims to reassure buyers.

One emerging shift: CBD-infused calming products are normalizing in North America but still face regulatory hurdles in Europe and Asia. Where restrictions are tight, brands are substituting hemp seed oil and valerian root to achieve a similar “natural calm” positioning.

 

CBD and Hemp Products Lead Premiumization

While controversial in some regions, CBD-based treats and oils are creating a premium segment. Pet-focused CBD brands are actively partnering with veterinarians and influencers to establish credibility. Subscription-based CBD calming chews have become one of the fastest-growing SKUs on platforms like Chewy.

 

Digital Tech Meets Behavioral Science

Wearable calming collars and smart pet trackers are introducing data-driven stress monitoring. These devices track heart rate variability and behavior, then release pheromones or apply light compression when stress spikes. Some are paired with apps that notify owners in real time.

This hybrid of behavioral science and digital pet tech mirrors the rise of “connected health” in humans — turning passive products into active solutions.

 

Packaging Innovation for Convenience

Brands are moving away from bulky supplement tubs toward single-serve sachets, travel kits, and resealable pouches. Travel-calming kits with chews plus a small diffuser are gaining traction among frequent pet travelers. Convenience formats are especially appealing to millennial and Gen Z pet parents who prioritize mobility.

 

Expansion into Everyday Pet Care Routines

Calming functionality is extending beyond “as needed” products into daily-use formats. Examples include calming shampoos for grooming, or treats marketed as dual-purpose (joint support + calming). This crossover strategy not only drives repeat purchases but also positions calming products as part of holistic pet wellness.

 

Retail and E-commerce Convergence

Pet calming products are benefitting from the rise of “click-and-mortar” retail. Major pet store chains now offer calming product bundles online, often paired with educational content on stress management. At the same time, Amazon and Chewy are experimenting with AI-powered product recommendations for stressed-pet categories, nudging owners to try calming solutions alongside routine purchases like food.

 

Cross-Sector Collaborations

Several recent collaborations highlight how innovation is spreading:

• Nutraceutical firms co-developing calming chews with veterinary schools.

• Tech startups linking wearable calming collars with behavioral training apps.

• Consumer wellness brands (especially in CBD) entering the pet category through licensing deals.

To be honest, the biggest trend isn’t a single product — it’s the repositioning of calming solutions as proactive wellness, not reactive treatment. Pet owners don’t want to wait for fireworks or a vet visit; they want ongoing calm built into daily routines.

 

Competitive Intelligence And Benchmarking

The pet calming products market is competitive but fragmented, with a mix of established pet care companies, nutraceutical brands, and emerging startups. The leaders are distinguishing themselves not just by product variety, but by how well they align with consumer trust, veterinary endorsements, and digital engagement.

Mars Petcare

A heavyweight in pet nutrition, Mars has extended its reach into calming products through brands under its umbrella. By leveraging its global distribution and established veterinary partnerships, it promotes calming chews and supplements as part of a broader wellness ecosystem. Their advantage lies in credibility and retail dominance.

 

Nestlé Purina

Purina has been pushing into functional treats with calming ingredients like L-theanine. The company benefits from deep R&D capabilities and strong brand recognition. It often markets calming chews as dual-purpose products — for example, combining digestive health with stress relief.

 

Ceva Animal Health

A pioneer in pheromone-based calming solutions, Ceva is best known for Adaptil (dogs) and Feliway (cats). These diffusers and sprays are widely recommended by veterinarians. Ceva’s strategy is science-driven, emphasizing peer-reviewed studies and clinical validation to position itself as the trusted “vet’s choice.”

 

Virbac

Virbac focuses on veterinary-exclusive calming supplements and nutraceuticals. Their products are tailored for clinic distribution, giving them a stronghold in professional channels. The company positions calming solutions within its broader animal health portfolio, reinforcing a clinical approach to stress management.

 

Zesty Paws (acquired by H&H Group)

Zesty Paws is a fast-rising DTC and e-commerce brand known for bright, consumer-friendly packaging and plant-based formulations. Their calming bites featuring hemp, chamomile, and melatonin are top sellers on Amazon. They excel in influencer-driven marketing and subscription models, targeting millennial pet parents.

 

PetHonesty

A challenger brand competing in the same space as Zesty Paws, PetHonesty emphasizes transparency and ingredient quality. Their calming chews are widely sold online, with strong traction in North America. The company’s edge is building consumer trust through clean-label positioning.

 

Thundershirt (Radio Systems Corporation)

Unlike supplement-heavy competitors, Thundershirt specializes in wearable calming products. Their pressure-wrap garment has become a go-to solution for noise-related anxiety. The brand’s strength lies in niche focus, supported by partnerships with shelters and rescue organizations.

 

Competitive Dynamics at a Glance

• Vet-led validation ( Ceva, Virbac ) drives adoption in clinics and higher-priced premium offerings.

• Retail and DTC innovators (Zesty Paws, PetHonesty ) dominate online sales through branding and convenience packaging.

• Traditional giants (Mars, Nestlé Purina) have the scale, but agility is coming from niche players.

• Wearables and collars ( Thundershirt ) highlight the category’s shift beyond consumables.

What’s clear is that the winners are not competing on price alone. They’re competing on trust, science, and consumer experience. Brands that combine clinical backing with digital-first marketing are shaping the next growth wave.

 

Regional Landscape And Adoption Outlook

Adoption of pet calming products is far from uniform. Market maturity depends on cultural attitudes toward pets, disposable income, and how strongly veterinary professionals influence owner decisions. Here’s how the picture looks region by region:

North America

North America remains the largest market, driven by high pet ownership rates (over 65% of households in the U.S.), rising spending on pet wellness, and strong e-commerce infrastructure. Calming chews and CBD-infused oils are particularly popular, with subscription models gaining traction. Veterinary recommendations also carry weight — many clinics stock pheromone diffusers like Adaptil and Feliway.

The U.S. has emerged as the hub for CBD-based pet calming solutions, while Canada sees tighter regulation, favoring herbal and pheromone-based products.

 

Europe

Europe holds the second-largest share, but adoption patterns differ. Western Europe — especially the UK, Germany, and France — shows high uptake of pheromone diffusers and herbal sprays, reflecting stronger regulatory scrutiny over supplements. Southern and Eastern Europe are growing more slowly, as calming products are still considered discretionary by many households.

European buyers value scientific validation and safety certifications, which explains the success of Ceva Animal Health’s pheromone lines across the region.

 

Asia-Pacific

Asia-Pacific is the fastest-growing market. Rising middle-class incomes, urbanization, and changing lifestyles are fueling demand for premium pet care. Japan and South Korea are mature markets where calming sprays and supplements are common, while China and India are expanding rapidly thanks to booming e-commerce and rising pet adoption.

In Asia, calming products are often marketed as part of a broader “pet wellness kit” — bundled with grooming and nutrition — to appeal to first-time pet owners.

 

Latin America

Adoption is climbing steadily, with Brazil leading regional demand. Middle-class pet owners are increasingly turning to calming chews and sprays, particularly for dogs. However, price sensitivity remains a barrier in some markets, and availability of advanced formulations is limited outside urban centers.

 

Middle East & Africa (MEA)

This is still the most nascent market, but growth pockets are emerging. In urban hubs like Dubai, pet wellness products — including calming chews and diffusers — are increasingly stocked in premium pet boutiques. South Africa is showing rising demand for herbal sprays and vet-prescribed calming aids. Broader MEA, however, is constrained by limited distribution and lower awareness.

 

Regional Dynamics at a Glance

• North America : Market leader, CBD-driven innovation, strong online subscription adoption.

• Europe : Safety and clinical validation drive choices; pheromone-based products dominate.

• Asia-Pacific : Fastest growth, fueled by urbanization and e-commerce expansion.

• Latin America : Price-sensitive, but premiumization is taking hold in Brazil and Mexico.

• MEA : Early-stage market, with adoption concentrated in urban wealth centers.

In short, North America and Europe are shaping category standards, while Asia-Pacific is creating the growth runway. Latin America and MEA remain underpenetrated, but as awareness grows , they’ll provide the next set of expansion opportunities.

 

End-User Dynamics And Use Case

Pet calming products are not just sold across retail shelves; they’re used in very different ways depending on who buys and administers them. The end-user landscape includes pet owners, veterinarians, and professional service providers — each with unique priorities.

Household Pet Owners

This is by far the largest user group. Owners typically buy calming chews, sprays, or diffusers to manage separation anxiety, noise phobias, or travel-related stress. Most prefer natural or plant-based products, especially younger demographics who want “clean label” options. Convenience and affordability play big roles — single-serve calming chews and auto-ship subscriptions are particularly popular.

 

Veterinary Clinics

Veterinarians act as both users and influencers. Clinics often stock calming sprays and pheromone diffusers for in-office use, creating a calmer environment during checkups. Many also sell calming supplements directly to clients, positioning them as safe, science-backed options. A vet’s recommendation can turn a hesitant buyer into a repeat purchaser, giving clinics outsized influence compared to retail marketing.

 

Pet Groomers and Boarding Facilities

Stressful environments like grooming salons, kennels, and daycares are prime users of calming products. Groomers often diffuse pheromone sprays in treatment rooms, while boarding facilities may use calming collars or diffusers to reduce anxiety in multi-pet spaces. These end users are highly sensitive to product effectiveness, since calmer pets mean smoother operations and safer handling.

 

Animal Shelters and Rescue Groups

A smaller but growing segment, shelters use calming sprays, collars, and chews to reduce stress in newly rescued or adoptive pets. While budget-constrained, many rely on donated products or discounted bulk purchases. Success stories from shelters often help brands build credibility and community goodwill.

 

Use Case Highlight

A boarding facility in California faced frequent complaints about anxious dogs barking and pacing, especially during peak holiday boarding seasons. To address this, the facility partnered with a veterinary supplier to integrate pheromone diffusers in kennels and offer calming chews as an add-on service.

Within three months, staff reported a 35% reduction in disruptive behaviors, smoother check-in processes, and improved pet-owner satisfaction. Repeat bookings also increased, as customers valued the stress-free environment.

This example illustrates a critical dynamic: calming products aren’t just about pet well-being; they directly impact operational efficiency and customer loyalty in service settings.

Bottom line: while household owners drive sales volume, professional end users — vets, groomers, and shelters — amplify adoption through influence and visible results. Products that prove effective in these professional environments often transition quickly into mainstream household use.

 

Recent Developments + Opportunities & Restraints

Recent Developments (Last 2 Years)

• Ceva Animal Health expanded its Adaptil Junior line in 2023, targeting puppies with pheromone-infused collars designed for early-life stress management.

• Zesty Paws introduced a dual-function calming and digestive chew in 2024, highlighting the crossover trend in functional treats.

• Thundershirt partnered with rescue shelters across North America in 2023 to distribute pressure-wrap calming garments for adopted pets.

• PetHonesty launched a new CBD-free herbal calming chew in late 2023, addressing markets with strict cannabinoid regulations.

• Virbac signed a strategic distribution deal in 2024 to expand its veterinary-exclusive calming supplements into Asia-Pacific markets.

 

Opportunities

• Expansion in Emerging Markets : Rising pet ownership in China, India, and Brazil creates demand for affordable calming solutions.

• Growth of Natural and CBD Alternatives : Increasing preference for plant-based and hemp-infused chews offers a premiumization pathway.

• Professional Channel Integration : Wider adoption in vet clinics, groomers, and shelters can amplify consumer trust and boost product visibility.

 

Restraints

• Regulatory Uncertainty : CBD-infused products still face inconsistent approval and labeling restrictions across regions.

• Price Sensitivity in Developing Regions : Premium calming solutions remain inaccessible to cost-conscious owners, limiting mass adoption.

• Effectiveness Perception Gap : Skepticism among some owners about whether calming products deliver measurable results slows repeat purchases.

 

7.1. Report Coverage Table

Report Attribute	Details
Forecast Period	2024 – 2030
Market Size Value in 2024	USD 1.4 Billion
Revenue Forecast in 2030	USD 2.17 Billion
Overall Growth Rate	CAGR of 7.6% (2024 – 2030)
Base Year for Estimation	2024
Historical Data	2019 – 2023
Unit	USD Million, CAGR (2024 – 2030)
Segmentation	By Product Type, By Pet Type, By Distribution Channel, By Geography
By Product Type	Supplements (Chews, Tablets, Powders), Diffusers & Sprays, Wearables & Collars, Topicals & Grooming Additives
By Pet Type	Dogs, Cats, Other Pets
By Distribution Channel	Retail Pet Stores, Veterinary Clinics, Online Stores, Supermarkets & Mass Retailers
By Region	North America, Europe, Asia-Pacific, Latin America, Middle East & Africa
Country Scope	U.S., Canada, Germany, UK, France, China, India, Japan, Brazil, South Africa, etc.
Market Drivers	- Rising pet humanization and demand for stress-relief products - Growth of e-commerce and subscription pet wellness models - Increasing veterinary endorsements of calming supplements and pheromone diffusers
Customization Option	Available upon request