Report Description

Forecast Period


Market Size (2023)

USD 16.1 Billion

CAGR (2024-2029)


Fastest Growing Segment


Largest Market

North America

Market Overview

Global Pet Calming Products Market was valued at USD 16.1 Billion in 2023 and is anticipated to project robust growth in the forecast period with a CAGR of 5.6% through 2029. As the world has grown more aware that animals can suffer from behavioral problems, stress, and anxiety just like people do, more pet owners are looking for ways to help their animals deal with these conditions. Pet soothing products are therefore in greater demand as a result of this. Further significant elements driving the market include changes in lifestyle, the humanization of pets, the COVID-19 pandemic's effects on human-pet relationships, and the effectiveness of the products. Over the years the trend towards pet ownership is growing, with pets being viewed more as members of the family and as companions. According to Petsecure, the U.S., China, Russia, and France are some nations with the most pet dog and cat populations. Moreover, Americans spend more than USD 50 billion on their pets annually. Changes in lifestyle, such as increased urbanization, long working hours, and decreased outdoor access, have resulted in pets spending more time indoors and often being left alone for extended periods. This can lead to boredom, anxiety, and behavioral issues in pets.

The usefulness of pet calming products has been the subject of several research. Cats' tension and anxiety levels can be effectively decreased by pheromone-based calming items, such diffusers and sprays, according to a study published in the Journal of Feline Medicine and Surgery. Pet calming solutions often contain a variety of substances that have been shown to be effective in studies, including L-theanine, L-tryptophan, magnolia officinalis, and Phellodendron amurense. Research has demonstrated that during thunderstorms, dogs' fear-related symptoms can be lessened by both Phellodendron amurense and Magnolia officinalis.

For example, fruits, vegetables, oats, seeds, herbs, spices, and champignon mushroom extract are some of the ingredients in the pet soothing products made by the American company Pet Naturals. Furthermore, it states that none of its formulas contain parabens, propylene glycol, butylated hydroxy anisole, or benzoic acid. The effectiveness of pet calming products is essential to the market's expansion. Pet owners are less inclined to stick with soothing products or suggest them to others if they do not experience any positive effects from using them. Therefore, a major factor influencing market growth and demand is the efficacy of calming products.

Key Market Drivers

Rising Awareness and Concern for Pet Mental Health

One of the primary drivers propelling the Pet Calming Products market is the growing awareness and concern for the mental health of pets. Pet owners are increasingly recognizing that animals, like humans, can experience stress, anxiety, and behavioral issues. This heightened awareness has led to a shift in consumer behavior, with pet owners seeking solutions to address and prevent these issues. The realization that a calm and stress-free environment is essential for the overall well-being of pets is a pivotal factor driving the demand for calming products.

As the bond between humans and pets deepens, owners are investing more time, effort, and resources into understanding and addressing the emotional needs of their animal companions. This evolving mindset has created a conducive environment for the Pet Calming Products market to flourish.

Urbanization and Changing Lifestyles

The global trend of urbanization and changing lifestyles has had a profound impact on pet ownership patterns. With more people living in urban environments, pets are often exposed to a range of stressors such as noise pollution, crowded spaces, and limited outdoor areas. Additionally, busy lifestyles and long working hours can lead to separation anxiety in pets. As a result, pet owners are actively seeking products that can mitigate the effects of urban stressors and create a more tranquil environment for their animals.

Pet Calming Products, including pheromone diffusers, calming sprays, and anxiety-relief supplements, have emerged as practical solutions for pet owners navigating the challenges of urban living. The convenience and efficacy of these products in helping pets cope with urban stressors contribute significantly to the market's growth.

Humanization of Pets and Premiumization Trend

The humanization of pets is a prevailing trend that has transformed the way people perceive and care for their animals. Pet owners increasingly view their pets as integral members of the family, leading to a surge in demand for high-quality and specialized products. The premiumization of pet products, including those in the calming category, is a key driver of market growth.

Consumers are willing to invest in products that offer superior quality, natural ingredients, and scientifically proven efficacy. Pet Calming Products that align with these preferences, often featuring organic formulations, herbal extracts, and veterinary endorsements, are experiencing heightened demand. As pet owners seek products that mirror the same level of care they provide for themselves, the market for premium calming products continues to expand.

Veterinary Recommendations and Endorsements

The role of veterinarians in influencing pet care decisions is significant, and their recommendations carry substantial weight with pet owners. The growing awareness among veterinarians about the importance of addressing pet stress and anxiety has led to increased endorsements of Pet Calming Products.

As veterinary professionals incorporate calming products into their treatment plans for behavioral issues, pet owners are more likely to follow suit. This endorsement not only boosts the credibility of these products but also contributes to increased consumer trust. The alignment of veterinary recommendations with the use of calming products reinforces their efficacy in the eyes of pet owners, further driving market growth.

E-commerce and Direct-to-Consumer Channels

The rise of e-commerce and direct-to-consumer (DTC) channels has transformed the accessibility of pet products. Pet owners can now easily discover and purchase a wide range of calming products online, providing convenience and a broader selection. The ease of comparison, availability of product reviews, and the ability to research and choose from various options contribute to the growing popularity of online platforms for pet care shopping.

E-commerce platforms also serve as effective channels for new and innovative Pet Calming Products to enter the market. The direct connection between manufacturers and consumers allows for efficient product launches, marketing strategies, and customer engagement, fostering a dynamic and responsive market environment.

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Key Market Challenges

Limited Scientific Validation and Standardization

A significant challenge facing the Pet Calming Products market is the limited scientific validation and standardization of these products. Unlike pharmaceuticals for humans, the pet industry lacks a comprehensive regulatory framework and standardized testing protocols for calming products. This lack of uniformity raises concerns about the efficacy, safety, and consistency of different products available in the market.

Pet owners are increasingly discerning consumers, and they seek products backed by scientific evidence and rigorous testing. The absence of standardized testing protocols and a regulatory framework can lead to skepticism among consumers, hindering their confidence in the effectiveness of calming products. To overcome this challenge, industry stakeholders need to invest in research and development, collaborate with veterinary professionals, and work towards establishing industry-wide standards to validate the efficacy and safety of their products.

Diversity of Pet Behaviors and Stress Triggers

Pets exhibit a wide range of behaviors, and their stress triggers can vary significantly from one individual to another. This diversity poses a challenge for Pet Calming Products manufacturers, as creating a one-size-fits-all solution is inherently difficult. Dogs, cats, and other companion animals may respond differently to various calming techniques, making it challenging to develop universally effective products.

Understanding the intricacies of individual pet behaviors, breeds, and stress triggers requires extensive research and a nuanced approach to product development. Manufacturers need to invest in behavior studies and collaborate with veterinary behaviorists to tailor their products to different species, breeds, and specific stress-inducing situations. Failure to address this challenge may result in products that are less effective or not applicable to the diverse needs of the pet population.

Consumer Skepticism and Lack of Awareness

Despite the growing awareness of pet mental health, there remains a level of skepticism among some pet owners regarding the necessity and effectiveness of Pet Calming Products. Convincing consumers that these products are not merely luxury items but essential components of a pet's well-being poses a significant challenge for industry players.

A lack of awareness about the impact of stress on pets and the potential benefits of calming products contributes to this skepticism. Manufacturers and industry stakeholders must invest in educational initiatives to raise awareness about the prevalence of stress in pets and the role of calming products in mitigating its effects. Building trust through transparent communication, providing educational resources, and sharing success stories can help overcome consumer skepticism and foster a broader understanding of the importance of pet calming solutions.

Competitive Market Landscape and Product Differentiation

The Pet Calming Products market has become increasingly competitive, with numerous companies entering the space to capitalize on the growing demand. As a result, product differentiation has become a significant challenge for manufacturers trying to stand out in a crowded marketplace.

To address this challenge, companies need to focus on innovation, creating unique formulations, and incorporating advanced technologies. Product differentiation can also be achieved through strategic branding, emphasizing the quality of ingredients, and highlighting the scientific backing of the products. Successfully navigating the competitive landscape requires a commitment to continuous improvement and a keen understanding of evolving consumer preferences.

Key Market Trends

Rise in Demand for Natural and Organic Formulations

A notable trend in the Pet Calming Products market is the increasing demand for natural and organic formulations. Pet owners are becoming more discerning about the ingredients in the products they use for their animals, mirroring a broader consumer trend toward natural and holistic living.

Consumers are seeking calming products that utilize herbal extracts, essential oils, and plant-based ingredients known for their relaxing properties. This trend is a response to concerns about potential side effects associated with synthetic ingredients and a desire to provide pets with products that align with a natural, health-conscious lifestyle. Manufacturers are responding by developing calming products with transparent labeling, emphasizing the use of natural ingredients, and often obtaining organic certifications to meet the growing demand for natural and organic formulations.

Incorporation of Cannabidiol (CBD) in Pet Calming Products

The integration of Cannabidiol (CBD) into pet calming products represents a significant trend in the market. CBD, a non-psychoactive compound derived from the cannabis plant, has gained popularity for its potential therapeutic effects, including anxiety relief and stress reduction.

Pet owners are increasingly exploring CBD-based calming products as an alternative or complementary solution to traditional options. Research on the effects of CBD on pets is expanding, contributing to a growing body of evidence supporting its efficacy in managing stress and anxiety. This trend reflects a broader acceptance of CBD as a wellness ingredient and a willingness among pet owners to explore innovative solutions for their pets' emotional well-being.

Expansion of Product Formats and Delivery Methods

The Pet Calming Products market is witnessing an expansion of product formats and delivery methods to cater to diverse consumer preferences and the unique needs of pets. While traditional calming products such as sprays and diffusers continue to be popular, manufacturers are introducing innovative formats such as treats, chews, and even pet-friendly beverages.

The variety in product formats allows pet owners to choose the most convenient and appealing option for their pets. Treat-based calming solutions, for instance, provide an enjoyable way to administer stress-relief ingredients while creating a positive association for the pet. The diversification of product formats reflects a commitment to meeting the evolving demands of pet owners and enhancing the overall user experience.

Smart and Technology-Driven Calming Solutions

The integration of technology into pet products is a trend reshaping the Pet Calming Products market. Smart and technology-driven calming solutions leverage advancements such as wearable devices, smart collars, and connected home devices to monitor, analyze, and address pet stress in real-time.

Smart collars equipped with sensors can detect changes in a pet's behavior or vital signs indicative of stress. These collars may then trigger the release of calming pheromones, play soothing sounds, or send alerts to pet owners' smartphones. The use of technology not only provides a proactive approach to stress management but also aligns with the broader trend of pet owners incorporating smart solutions into their daily pet care routines.

E-commerce Dominance and Direct-to-Consumer Strategies

The dominance of e-commerce channels in the Pet Calming Products market is a trend that continues to shape the industry landscape. Pet owners increasingly prefer the convenience of online shopping, providing them with a wide range of product options, customer reviews, and the ability to make informed decisions.

Direct-to-consumer (DTC) strategies have gained prominence, allowing manufacturers to establish a direct relationship with pet owners. By selling directly to consumers, companies can convey their brand story, provide educational resources, and offer subscription services that enhance customer loyalty. The e-commerce trend not only contributes to the accessibility of calming products but also facilitates a seamless shopping experience for pet owners seeking stress-relief solutions for their pets.

Segmental Insights

Type Insights

In terms of product type, the snacks and treats segment dominated the market with largest share of over in 2023. These types of products are easy to give to pets and can be incorporated into their regular feeding routine. They don't require any special equipment or training to use and can be given to pets as a reward or as a way to calm them down during stressful situations. Additionally, several pet calming snacks and treats are made with natural ingredients, such as herbs, vitamins, and minerals, with calming properties. This can be appealing to pet owners who prefer natural remedies for their pets.

The gel and ointment segment is posed to register the fastest CAGR during the forecast period. Convenience, targeted application, longer-lasting effects, and use of natural ingredients are factors set to boost the traction of this segment. Gels and ointments are easy to apply and can be quickly absorbed into a pet's skin. This makes them a convenient option for pet owners who want a fast-acting solution to calm their pets during stressful situations. Moreover, such products can be applied directly to the areas where pets are most likely to experience stress and anxiety, such as around the ears or under the chin. This targeted application can make them more effective at calming pets than other products that are ingested or applied more generally.

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Regional Insights

In 2023, the pet calming products industry was dominated by the North American region, holding a largest share. The demand for pet-related products is rising due to the region's rapidly increasing trends in pet ownership. According to a Lemonade blog, 70% of American families have a pet in 2022. In addition, pet owners in this nation paid over USD 9.7 billion for non-veterinary services like grooming, boarding, insurance, and training. Growing urbanisation, busy lifestyles, and increased knowledge and education on pet calming products are all driving forces behind the industry in this area.

Throughout the projection period, the Asia Pacific area is expected to have the quickest CAGR. The younger generation in this region is delaying having children and getting married, thus the pet sector is expected to grow quickly. A 2022 South China Morning Post story claims that a growing number of young Chinese individuals are delaying getting married and starting families, or are giving up on both, due to growing living costs and the pressures of the contemporary workplace. As a result of many of them deciding to raise animals, the pet industry is flourishing. In 2020, there will be more than 100.8 million pet dogs and cats living in urban areas, according to the China Pet Industry Association.

Recent Developments

In 2022 - PetHonesty partnered with Petco Health and Wellness Company to enter into brick-and-mortar retail space. With this move, PetHonesty’s products were made to be available at more than 1,500 locations in the U.S.

In 2022 - Zesty Paws expanded its portfolio with the launch of three cat-specific products. The Hemp Elements Plus Calming Bites in the collection include broad-spectrum hemp extract, ashwagandha, melatonin, and similar ingredients to promote a feeling of calmness in cats.

Key Market Players

  • Nestlé Purina Petcare
  • Virbac
  • NOWFoods
  • Zoetis Inc.
  • PetHonesty
  • Zesty Paws
  • PetIQ, LLC.
  • GARMON CORP. (NaturVet)

 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:

o   Food & Supplements

o   Snack & Treats

o   Gel & Ointment

o   Spray & Mist

o   Others

  • Pet Calming Products Market, By Pet Type:

o   Dog

o   Cat

o   Others

  • Pet Calming Products Market, By Distribution Channel:

o   Online

o   Offline

  • Pet Calming Products Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia-Pacific

§  China

§  India

§  Japan

§  Australia

§  South Korea

o   South America

§  Brazil

§  Argentina

§  Colombia

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

§  Egypt

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Pet Calming Products Market.

Available Customizations:

Pet Calming Products market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Pet Calming Products Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1.    Introduction

1.1.  Product Overview

1.2.  Key Highlights of the Report

1.3.  Market Coverage

1.4.  Market Segments Covered

1.5.  Research Tenure Considered

2.    Research Methodology

2.1.  Objective of the Study

2.2.  Baseline Methodology

2.3.  Key Industry Partners

2.4.  Major Association and Secondary Sources

2.5.  Forecasting Methodology

2.6.  Data Triangulation & Validation

2.7.  Assumptions and Limitations

3.    Executive Summary

3.1.  Market Overview

3.2.  Market Forecast

3.3.  Key Regions

3.4.  Key Segments

4.    Voice of Customer

4.1.  Brand Awareness

4.2.  Factors Influencing Purchase Decisions

4.3.  Challenges Faced

5.    Pet Calming Products Market Outlook

5.1.  Market Size & Forecast

5.1.1.    By Value

5.2.  Market Share & Forecast   

5.2.1.    By Type Market Share Analysis (Food & Supplements, Snack & Treats, Gel & Ointment, Spray & Mist, Others)

5.2.2.    By Pet Type Market Share Analysis (Dog, Cat, Others)

5.2.3.    By Distribution Channel Market Share Analysis (Online, Offline)

5.2.4.    By Regional Market Share Analysis        North America Market Share Analysis        South America Market Share Analysis        Middle East & Africa Market Share Analysis        Europe Market Share Analysis        Asia-Pacific Market Share Analysis

5.2.5.    By Top 5 Companies Market Share Analysis, Others (2023)

5.3.  Global Pet Calming Products Market Mapping & Opportunity Assessment

5.3.1.    By Type Market Mapping & Opportunity Assessment

5.3.2.    By Pet Type Market Mapping & Opportunity Assessment

5.3.3.    By Distribution Channel Market Mapping & Opportunity Assessment

5.3.4.    By Region Channel Market Mapping & Opportunity Assessment

6.    North America Pet Calming Products Market Outlook

6.1.  Market Size & Forecast       

6.1.1.    By Value

6.2.  Market Share & Forecast

6.2.1.    By Type Market Share Analysis

6.2.2.    By Pet Type Market Share Analysis

6.2.3.    By Distribution Channel Market Share Analysis

6.3.  North America: Country Analysis

6.3.1.    United States Pet Calming Products Market Outlook        Market Size & Forecast           By Value        Market Share & Forecast           By Type Market Share Analysis           By Pet Type Market Share Analysis           By Distribution Channel Market Share Analysis

6.3.2.    Canada Pet Calming Products Market Outlook        Market Size & Forecast           By Value        Market Share & Forecast           By Type Market Share Analysis           By Pet Type Market Share Analysis           By Distribution Channel Market Share Analysis

6.3.3.    Mexico Pet Calming Products Market Outlook        Market Size & Forecast           By Value        Market Share & Forecast           By Type Market Share Analysis           By Pet Type Market Share Analysis           By Distribution Channel Market Share Analysis

7.    Europe Pet Calming Products Market Outlook

7.1.  Market Size & Forecast       

7.1.1.    By Value

7.2.  Market Share & Forecast

7.2.1.    By Type Market Share Analysis

7.2.2.    By Pet Type Market Share Analysis

7.2.3.    By Distribution Channel Market Share Analysis

7.3.  Europe: Country Analysis

7.3.1.    Germany Pet Calming Products Market Outlook        Market Size & Forecast           By Value        Market Share & Forecast           By Type Market Share Analysis           By Pet Type Market Share Analysis           By Distribution Channel Market Share Analysis

7.3.2.    United Kingdom Pet Calming Products Market Outlook        Market Size & Forecast           By Value        Market Share & Forecast           By Type Market Share Analysis           By Pet Type Market Share Analysis           By Distribution Channel Market Share Analysis

7.3.3.    Italy Pet Calming Products Market Outlook        Market Size & Forecast           By Value        Market Share & Forecasty           By Type Market Share Analysis           By Pet Type Market Share Analysis           By Distribution Channel Market Share Analysis

7.3.4.    France Pet Calming Products Market Outlook        Market Size & Forecast           By Value        Market Share & Forecast