Pet Calming Products Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Food & Supplements, Snack & Treats, Gel & Ointment, Spray & Mist, Others), By Pet Type (Dog, Cat, Others), By Distribution Channel (Online, Offline), By Region, By Competition 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 17.91 Billion
CAGR (2026-2031)	6.08%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 25.52 Billion

Market Overview

The Global Pet Calming Products Market will grow from USD 17.91 Billion in 2025 to USD 25.52 Billion by 2031 at a 6.08% CAGR. The Global Pet Calming Products Market encompasses a specialized range of non-pharmaceutical solutions designed to alleviate stress, anxiety, and behavioral issues in companion animals, including pheromone diffusers, consumable supplements, anxiety wraps, and topical sprays. The primary drivers fueling this market’s expansion include the intensifying human-animal bond, which prompts owners to view pets as family members requiring mental healthcare, and a heightened awareness of specific stressors such as separation anxiety and noise sensitivity. This structural shift in owner sentiment supports a sustained demand for accessible interventions that promote relaxation and behavioral wellness without requiring veterinary prescription.

However, market expansion faces a significant challenge arising from economic volatility and inflationary pressures, which may compel cost-conscious consumers to prioritize essential pet nutrition over discretionary wellness items. Despite these financial headwinds, consumer engagement with the category remains resilient as owners increasingly recognize the importance of animal mental health. According to the American Pet Products Association, in 2024, 59% of dog owners and 52% of cat owners utilized some type of calming product, representing a substantial increase in adoption rates. This high usage rate indicates that managing pet anxiety has transitioned from a niche concern to a fundamental aspect of modern pet ownership.

Key Market Drivers

The increasing humanization of pets and premiumization of care serves as a foundational driver for the market, as owners increasingly view companion animals as integral family members deserving of high-quality mental health support. This anthropomorphic shift has transitioned pet care from basic survival needs to proactive wellness management, encouraging the purchase of sophisticated calming solutions previously reserved for humans. Consequently, consumers are demonstrating a willingness to invest significantly in their pets' overall well-being, creating a robust environment for premium therapeutic products. According to the American Pet Products Association, March 2025, in the '2025 State of the Industry Report', total U.S. pet industry expenditures reached $152 billion in 2024, underscoring the substantial financial commitment owners are making toward comprehensive animal care.

Concurrently, the rising incidence of separation anxiety and behavioral disorders, exacerbated by modern urban lifestyles and shifting work patterns, is propelling demand for specialized calming interventions. As pets struggle with environmental stressors such as noise aversion and isolation, owners are actively seeking effective, non-pharmaceutical remedies to mitigate these challenges. This urgency is reflected in the substantial costs owners incur to manage behavioral issues; according to Rover, January 2025, in 'The Cost of Dog Parenthood 2025' report, owners of reactive or anxious dogs may spend an additional $975 annually on specialized training or boarding to ensure their pet's comfort. This heightened focus on behavioral wellness is driving category expansion, with broader supplement adoption rates following suit. According to Petfood Industry, June 2025, vitamin and supplement usage experienced 6% growth in 2024 compared to the previous year, highlighting the sector's positive trajectory.

Download Free Sample Report

Key Market Challenges

Economic volatility and inflationary pressures constitute a substantial impediment to the growth of the Global Pet Calming Products Market by eroding consumer purchasing power and altering spending priorities. As household budgets tighten, pet owners are compelled to stratify their expenditures, rigidly distinguishing between absolute necessities—such as primary nutrition and acute veterinary services—and supplemental wellness items. Despite the growing recognition of pet mental health, calming aids like pheromone diffusers and anxiety wraps are frequently categorized as discretionary luxuries rather than critical survival requirements. Consequently, during periods of financial strain, these non-pharmaceutical interventions are often the first to be removed from shopping lists as consumers consolidate their resources to afford rising prices of essential goods.

This shift toward fiscal conservatism directly reduces market volume and dampens revenue potential for wellness brands. The reluctance to allocate funds to preventative behavioral care creates a friction point that stalls the conversion of awareness into actual sales. According to the American Pet Products Association, in 2024, 19% of pet owners reported that they intended to spend less on their pets compared to the previous year due to economic conditions. This retraction in spending intent disproportionately affects ancillary categories like anxiety relief, limiting the market's ability to capitalize on the widening human-animal bond.

Key Market Trends

The integration of smart wearable technology is fundamentally reshaping the market by transitioning anxiety management from reactive interventions to proactive, data-driven monitoring. Advanced collars and vests are increasingly equipped with biometric sensors capable of tracking heart rate, respiratory patterns, and vocalizations to detect early physiological signs of distress, such as separation anxiety or noise phobia. These devices often function within a connected ecosystem, automatically triggering calming mechanisms or alerting owners via mobile applications upon detecting stress markers. This technological convergence is rapidly gaining traction; according to Tractive, January 2025, in the 'Tractive Unveils Next-Generation Dog Tracker' press release, the company serves over 1.3 million active customers, underscoring the widespread consumer demand for wearable devices capable of monitoring behavioral wellness metrics alongside location.

Concurrently, the widespread adoption of CBD and hemp-derived formulations represents a pivot toward natural, non-pharmaceutical anxiolytics. Pet owners are increasingly prioritizing functional, plant-based ingredients over synthetic sedatives, opting for cannabidiol-infused soft chews and tinctures to mitigate chronic stress and environmental aversion. This trend validates hemp as a holistic solution for issues like thunderstorm phobia, effectively moving the category from a niche alternative to a mainstream wellness staple. The segment's rapid ascension is evident in consumption habits; according to the American Pet Products Association, March 2024, in the '2023-2024 National Pet Owners Survey', the usage of CBD products specifically for calming dogs reached 12% in 2024, marking a threefold increase compared to 2018 levels.

Segmental Insights

The Online distribution channel represents the fastest-growing segment in the Global Pet Calming Products Market, largely due to the unparalleled convenience and diverse inventory offered by digital retailers. This robust growth is underpinned by the ability of consumers to extensively research product efficacy through user reviews and access specialized natural or organic formulations often absent from physical shelves. Additionally, the proliferation of subscription services ensures a steady supply of anxiety-relief treatments, fostering consistent repeat purchases. As pet owners increasingly prioritize mental wellness, e-commerce platforms provide the necessary accessibility and comparative tools to drive this segment's accelerated expansion.

Regional Insights

North America currently holds the dominant position in the global pet calming products market due to high levels of pet ownership and rising consumer spending on animal wellness. The region benefits from a strong trend of pet humanization, where owners prioritize the mental well-being of their animals, addressing issues such as separation anxiety. Furthermore, the presence of established distribution channels and strict quality standards monitored by agencies like the U.S. Food and Drug Administration fosters consumer trust in product safety. This combination of economic capacity and regulatory assurance secures the region's market leadership.

Recent Developments

• In November 2025, Purina Pro Plan Veterinary announced a strategic partnership with Ease, a platform specializing in veterinary behavior specialty care, to improve access to behavioral support for pets. This collaboration incorporates the company's leading probiotic calming supplement into the treatment protocols used by Ease practitioners. By connecting general practice veterinarians with board-certified behaviorists, the initiative aims to address the high prevalence of stress and anxiety in pets. A company spokesperson noted that this alliance would help remove barriers to care, providing veterinarians with the resources needed to effectively manage treatable behavioral issues.
• In October 2025, Zesty Paws entered the feline wellbeing space with the launch of its first calming diffuser for cats. The new product utilizes patent-pending nebulizing technology to emit a pheromone mist that mimics natural feline signals, helping to create a soothing environment. Designed to reduce stress-driven behaviors such as scratching, spraying, and over-grooming, the diffuser covers up to 1,000 square feet. The company collaborated with a major pet retailer to distribute the product nationwide, signaling a significant expansion beyond its traditional supplement offerings into the hardware-based calming solutions market.
• In April 2024, the health and wellness brand Cymbiotika announced its entry into the pet care market with the launch of a new supplement line, including a dedicated formulation for anxiety relief. The product, named "Dog's Calm," is a soft chew designed to promote tranquility and serenity in pets facing environmental stressors or daily anxiety. Formulated with premium ingredients to support long-term mental vitality, the supplement aims to go beyond temporary relaxation. The company's Chief Executive Officer emphasized that the expansion brings their human-grade nutritional standards to companion animals, ensuring high-quality care for pets' mental wellbeing.
• In March 2024, Ceva Animal Health expanded its feline behavior portfolio with the launch of a new relaxing liquid snack designed to comfort cats during unsettling situations. The product, marketed under the Feliway brand, features a unique composition containing a natural milk protein with proven appeasing properties. A company representative stated that the lickable format was developed to strengthen the bond between pets and owners while providing a convenient solution for use at home or during travel. This innovation addresses the need for versatile calming options, aiming to help cats cope with common stress-related behaviors such as scratching and hiding.

Key Market Players

• Nestlé Purina Petcare
• Virbac
• NOWFoods
• Zoetis Inc.
• PetHonesty
• Zesty Paws
• THUNDERWORKS
• PetIQ, LLC.
• CEVA
• GARMON CORP.

By Type	By Pet Type	By Distribution Channel	By Region
Food & Supplements Snack & Treats Gel & Ointment Spray & Mist Others	Dog Cat Others	Online Offline	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Pet Calming Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Pet Calming Products Market, By Type:

• Food & Supplements
• Snack & Treats
• Gel & Ointment
• Spray & Mist
• Others

• Pet Calming Products Market, By Pet Type:

• Dog
• Cat
• Others

• Pet Calming Products Market, By Distribution Channel:

• Online
• Offline

• Pet Calming Products Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE