Global Pet Calming Products Market Outlook, 2031

Pet calming products are items designed to reduce stress, anxiety, fear and unwanted behaviour in dogs, cats and other companion animals without being full prescription treatments. They include pheromone diffusers, sprays and collars that mimic natural appeasing signals, calming chews, treats and supplements containing ingredients such as L-theanine, tryptophan, hydrolysed milk protein, melatonin, chamomile, valerian and hemp-derived compounds, compression garments and anxiety wraps, calming beds and blankets, music and sound therapy devices, and anti-pull or comfort accessories. They are used for separation anxiety, noise sensitivity such as fireworks and thunderstorms, travel and veterinary visits, moving home, introductions of new pets, scratching, spraying and other behaviour concerns. Participants include Ceva Santé Animale (Adaptil, Feliway), Vetoquinol (Zylkene), Zoetis, Elanco, Nestlé Purina, Mars Petcare, Virbac, Thundershirt (Thunderworks), Nutramax, Zesty Paws, PetHonesty, VetriScience, Pet Remedy and a large number of independent brands and private labels. Sales take place through veterinary clinics, pet stores, supermarkets and online platforms. Several brands bundle products and offer behaviour advice. Distribution is diverse and increasingly online. Customers are mainly dog and cat owners, but veterinary clinics, shelters, boarding facilities and groomers also buy calming products.

The category has grown because of higher pet ownership, humanisation of pets and rising awareness of animal mental health. Pet adoption surged during 2020 and 2021, and many animals experienced separation anxiety when owners returned to workplaces, which raised attention to behavioural care. Veterinary guidance emphasises behavioural management, as shown by the 2015 canine and feline behaviour management guidelines of the American Animal Hospital Association, and pharmaceutical options such as dexmedetomidine oromucosal gel for noise aversion, approved in the United States in 2015, exist for severe cases. Regulation is evolving, with hemp-derived products becoming legal in the United States after the 2018 Farm Bill but not approved for pet health claims, and with the European Union's veterinary medicines regulation applying from January 2022. Through 2031, key variables include clinical evidence for ingredient claims, regulatory clarity on cannabinoids and health claims, competition between veterinary and mass channels, premiumisation, private-label growth, concern over pet anxiety and the role of telehealth and behaviour consultations. Brands that combine evidence, safety and convenience are expected to gain trust. Education and professional guidance will matter.

Drivers •Pet Humanisation, Rising Ownership and Awareness of Animal Anxiety Owners increasingly view pets as family members and are willing to spend on emotional well-being, as well as physical health. Higher pet ownership, especially among younger and urban households, brings more first-time owners who face behaviour problems. After the pandemic, separation anxiety in dogs and stress in cats became widely discussed, and veterinarians, trainers and social media encourage owners to look for calming solutions before behaviour worsens. Social media is spreading advice.

•Preference for Non-Drug Solutions and Product Innovation Many owners prefer natural, non-sedating and easy-to-use options to medication, particularly for mild or situational stress. Manufacturers launch chews with clinically tested ingredients, plug-in diffusers, collars with long-lasting release, probiotic formulations and pressure garments, backed by trials, and veterinary recommendations support trust. Convenient formats and subscription delivery encourage regular use for ongoing anxiety, as well as occasional use for events such as fireworks and travel. Subscriptions improve retention. Trials support claims.

Challenges •Limited Clinical Evidence and Variable Product Quality The scientific support for many calming ingredients is limited or mixed, and some products have only small studies or owner reports as evidence, so effects may be modest or unpredictable. Quality and dosing differ across the large number of brands, and supplements are lightly regulated compared with drugs. Owners may delay veterinary advice and rely on products when behaviour problems have medical or training causes, which can lead to disappointing results and loss of trust. Claims need care.



•Regulatory Uncertainty on Cannabinoids and Health Claims Hemp-derived cannabidiol products for pets are popular, but regulators have not approved them for medical use in animals, and rules on claims, labelling and ingredients differ among countries and states. Companies risk enforcement for unsubstantiated claims about treating anxiety. The European Union's veterinary medicines rules and national authorities treat products that claim to treat disease as medicines, which raises compliance costs and creates uncertainty for brands marketing calming effects. Compliance costs rise.

Trends •Clinically Tested Ingredients, Probiotics and Veterinary-Endorsed Products Brands are conducting trials on ingredients such as hydrolysed milk protein, L-theanine, specific probiotic strains and pheromone analogues, and are using veterinary endorsements and clinic channels to build credibility. Probiotics targeting the gut-brain axis are being added to diets and supplements. Premium veterinary diets and treats with calming claims have been introduced by large pet food companies, linking nutrition with behaviour, and partnerships with behaviourists and trainers support education. Clinical data are increasingly expected by veterinarians.

•Smart Devices, Telehealth and Multi-Modal Calming Programmes Connected collars, cameras and monitors detect barking, activity and stress signs, and send alerts to owners, while applications provide training advice and calming sounds. Telehealth consultations with veterinary behaviourists are growing, and some brands offer bundles that combine diffusers, chews, beds and training guidance. Specialised products for travel, grooming, thunderstorm and fireworks seasons, as well as for senior pets with cognitive decline, are widening the category. Adoption is growing quickly.

Calming chews, treats and supplements lead because they are easy to give, widely available and fit owner preference for natural options, while pheromone and device-based products grow through veterinary recommendation and tech innovation. Calming chews, treats and supplements are the largest product type because they are simple to give, available in many flavours and price points, and fit the preference for natural and non-sedating options. Ingredients include L-theanine, tryptophan, hydrolysed milk protein, melatonin, chamomile and hemp-derived compounds, and sales are strong in online and retail channels. Pheromone diffusers, sprays and collars, such as synthetic analogues of the dog appeasing pheromone and feline facial pheromone, are widely recommended by veterinarians, have published evidence of benefit in some conditions and are popular for cats and dogs in homes and clinics. Calming beds, wraps and garments, including compression vests and donut-shaped beds, offer drug-free comfort and are used for thunderstorms, travel and general anxiety, with growing premium ranges. Sound, music and electronic devices include speakers, apps and smart collars that play calming sounds or monitor behaviour, and are the fastest growing from a small base as technology spreads. Through 2031, supplements and chews are expected to remain the largest group, while devices, smart accessories and veterinary-endorsed pheromone products grow fastest, and cross-category bundles combining several approaches are likely to become common. Safety, palatability and dosing clarity are important for repeat purchase.

Dogs lead because separation anxiety, noise fear and travel stress are common and owners actively seek solutions, while cats grow fastest as awareness of feline stress and use of pheromone products rise. Dogs are the largest pet type because anxiety conditions such as separation anxiety, noise aversion, car travel fear and general nervousness are common, and dog owners are generally more engaged in training and behaviour management. Large pet populations in North America, Europe and Asia-Pacific create a wide customer base, and calming chews, wraps and diffusers are heavily marketed for dogs. Cats are the fastest growing because veterinarians and owners are increasingly aware that cats show stress through hiding, spraying, over-grooming and aggression, and pheromone diffusers and sprays are well established for feline stress at home, during vet visits and when moving or introducing new pets. Owners of cats have also adopted calming supplements, treats and cat trees and hideaways, and the rising number of indoor cats supports demand. Other companion animals, including horses, rabbits, small mammals and birds, have niche products such as calming supplements for horses and sprays for small animals, mostly sold through specialty and veterinary channels. Through 2031, cat products are expected to grow faster than dog products, while dogs remain the largest segment, and age-specific products for puppies, kittens and seniors become more common. Owners increasingly choose products suited to age and breed.

Separation anxiety leads because it is among the most common behaviour complaints and has grown with changing work patterns, while noise sensitivity, travel and veterinary stress remain large and seasonal growth areas. Separation anxiety is the largest application because many pets become distressed when left alone, showing barking, destructive behaviour, soiling and pacing, and the end of pandemic-era home working left many animals with sudden changes in routine. Owners buy chews, diffusers, beds and sound devices to help, often alongside training. Noise sensitivity and fear are major applications, particularly for fireworks, thunderstorms and construction, with strong seasonal peaks around holidays and storm seasons, and products range from wraps and chews to prescribed gels for severe cases. Travel, grooming and veterinary stress products, including sprays, wipes, chews and blankets, are used before car trips, flights, clinic visits and boarding, and veterinary clinics increasingly adopt low-stress handling and calming products. Behavioural problems and general anxiety cover issues such as aggression, destructive chewing, spraying and nervousness, where owners often combine products with advice from vets and trainers. Through 2031, travel, veterinary and cat-related applications are expected to grow fastest, while separation anxiety stays the biggest, and education about early intervention and the role of professional advice will shape how consumers use these products. Professional guidance helps owners combine products with training. Seasonal demand peaks are important.

Online retail leads because owners compare products, read reviews and use subscriptions, while veterinary clinics remain the most trusted channel for pheromone, clinical and premium products in many households, with pet owners relying on trusted advice. Online retail is the largest channel because owners can compare many brands, read reviews, buy in bulk and set up subscriptions, and marketplaces and brand websites provide detailed information and promotions. It is particularly strong for chews, supplements and calming beds. Veterinary clinics and hospitals are the most trusted channel for premium and clinically supported products, including pheromone diffusers, veterinary diets and prescription gels, and clinicians often recommend and dispense products as part of behaviour consultations, which build loyalty and drive repeat purchases. Pet specialty stores offer advice from trained staff, allow customers to see textures and sizes of beds and wraps, and carry a wide range of treats and supplements. Supermarkets and mass retail provide wide reach for lower-priced items, including private-label chews and sprays, and are important for impulse and seasonal purchases such as fireworks and holiday travel. Through 2031, online and veterinary channels are expected to expand, as owners seek convenience and trust, while mass retail grows through private labels, and brands invest in education, clinical data and partnerships with clinics and online behaviour services to differentiate. Subscription and auto-ship programmes are especially important for supplements and diffusers that need continuous use to be effective.

North America leads pet calming products through high pet ownership, strong veterinary and online channels and premium spending, while Europe adds regulated, evidence-focused products, Asia-Pacific scales with rising ownership, and other regions develop through urban pet ownership and retail growth. North America is the largest region because of very high pet ownership, significant spending on pet health and wellness, strong veterinary services and a mature online and retail pet industry. Brands such as Zesty Paws, Nutramax, VetriScience, Thundershirt, Adaptil, Feliway and Purina compete across clinics, pet stores, supermarkets and e-commerce platforms. Owners openly discuss pet anxiety, and fireworks seasons and pandemic-era separation anxiety have increased demand. Dexmedetomidine oromucosal gel, approved by the Food and Drug Administration in 2015 for noise aversion in dogs, provides a veterinary option for severe cases, while most products are non-drug supplements and devices. Hemp-derived products became legal under the 2018 Farm Bill, but the agency has not approved cannabidiol for pet use, and states and industry groups have worked on labelling and quality rules. American Animal Hospital Association behaviour guidelines promote low-stress handling and early intervention. Canada has similar patterns and regulation of natural health products for animals, and Mexico is growing through pet specialty retail. By 2031, growth is expected from cats, smart devices, veterinary-endorsed products and subscription models. Industry standards and quality seals are being introduced to help owners identify reliable products.

Europe is a large and regulated market, with high pet ownership in the United Kingdom, Germany, France, Italy and Spain, and strong veterinary and pet specialty channels. Ceva, Vetoquinol, Virbac, Pet Remedy, Beaphar and large pet food companies are active, and pheromone products and natural supplements are widely used. The European Union's veterinary medicinal products regulation, applicable from January 2022, tightens rules on authorisation, advertising and antimicrobial use, and products claiming to treat disease are treated as medicines, so many brands position calming products as supportive and use careful claims. In the United Kingdom, a competition authority investigation into the veterinary services market, launched in 2024, has drawn attention to pricing of veterinary care and medicines, which may influence channel dynamics and online sales. Consumers value natural ingredients, evidence and animal welfare. Fireworks, travel and apartment living create demand in cities. Many countries have strong animal welfare rules and behaviour services. By 2031, growth is expected from cat care, probiotics, evidence-based claims and expansion of online veterinary and behaviour services. Stricter claim rules push brands toward evidence and transparent labelling, which should favour established suppliers.

Asia-Pacific is the fastest growing region because of rising pet ownership, urbanisation, higher incomes and the humanisation of pets, particularly in China, Japan, South Korea, India and Australia. China has a rapidly increasing number of pet cats and dogs among young urban households, and strong online platforms and domestic pet brands, and owners are becoming more attentive to emotional health. Japan has a mature pet market with an ageing pet population and strong demand for premium and functional products, including calming treats and supplements and products for senior pets. South Korea has high spending on pets and strong interest in innovative products and devices. Australia and New Zealand have mature markets with high ownership and strong veterinary services, and Southeast Asian countries such as Thailand, Singapore and Vietnam are growing. India has a growing pet ownership base with limited but increasing awareness. Barriers include differing regulation, limited veterinary behaviour expertise and price sensitivity. Global brands partner with local distributors and online platforms. By 2031, the region is expected to deliver the most rapid growth, especially for cats, chews and online sales. E-commerce and social platforms are central to product discovery.

Latin America has a large and growing pet population, with Brazil, Mexico, Argentina, Chile and Colombia leading, and increasing spending on pet care as middle-class households humanise pets. Brazil is among the largest pet markets in the world, with a developed pet industry, veterinary clinics and pet stores, and growing interest in wellness products, including supplements and calming items. Mexico has expanding pet specialty retail and online platforms. Demand for calming products is concentrated among urban owners with higher income, and awareness is increased by social media influencers and veterinarians. Fireworks during holidays and festivals, and apartment living, create demand for noise-related products. Barriers include price sensitivity, currency volatility, import costs and limited veterinary behaviour services, as well as inconsistent regulation. Many brands sell through distributors and e-commerce platforms, and local manufacturers produce affordable supplements and accessories. By 2031, growth is expected from rising pet ownership, premiumisation among middle-income households, e-commerce and expansion of veterinary services, although economic cycles can affect spending. Veterinary partnerships and retail chains are expected to help brands build awareness among younger pet owners and families across the region. Brands are expanding.

The Middle East and Africa are small but developing markets, with pet calming demand concentrated in the Gulf, South Africa and larger cities. In Saudi Arabia, the United Arab Emirates and Qatar, high incomes, expatriate communities and a growing pet culture support demand for premium pet products, and veterinary clinics, pet stores and online platforms offer imported brands, including pheromone and supplement ranges. Travel and relocation of pets by expatriates create demand for travel-stress products. Hot climates and apartment living also affect pet care. South Africa has a well-developed veterinary and pet retail industry, and brands sell calming supplements and diffusers, while Egypt, Turkey and Israel have growing pet markets. In sub-Saharan Africa, pet ownership is changing, and calming products are limited to high-income urban households. Barriers include limited awareness, price sensitivity, import costs, regulation uncertainty and limited veterinary behaviour services. By 2031, growth is expected from Gulf premium pet care, growth in veterinary clinics, expatriate demand, and the expansion of e-commerce and specialty retail in major cities. Pet-friendly housing and veterinary investment should support steady growth in premium products. Awareness is rising. Retail access is expanding steadily.

2024 – UK competition authority launches market investigation into veterinary services: The review of pricing and competition in veterinary care and medicines may influence how pet owners buy products through clinics and online channels.

January 2022 – EU veterinary medicinal products regulation applies: Regulation (EU) 2019/6 began to apply, tightening rules on authorisation, advertising and borderline products that claim to treat disease.

March 2020 – WHO declares COVID-19 a pandemic: Lockdowns and a surge in pet adoption were followed by widespread concern about separation anxiety as owners returned to workplaces.

December 2018 – US Farm Bill legalises hemp: The law removed hemp from the controlled substances list, opening the market for hemp-derived pet products although cannabidiol is not approved for pet health claims.

November 2015 – FDA approves dexmedetomidine oromucosal gel for noise aversion in dogs: The approval provided a veterinary option for severe noise-related anxiety and raised awareness of behavioural treatment.

2015 – AAHA publishes canine and feline behaviour management guidelines: The guidelines promoted early behaviour assessment and low-stress handling in veterinary practice, supporting wider use of calming approaches.


Considered in this report
• Historic Year: 2020
• Base Year: 2025
• Estimated Year: 2026
• Forecast Year: 2031

Aspects covered in this report
• Global Pet Calming Products Market with its segments and regional outlook
• Various drivers and challenges
• Ongoing trends and developments
• Key developments and regulatory milestones

By Product Type
• •Calming chews, treats and supplements
• •Pheromone diffusers, sprays and collars
• •Calming beds, wraps and garments
• •Sound, music and electronic devices

By Pet Type
• •Dogs
• •Cats
• •Other companion animals

By Application
• •Separation anxiety
• •Noise sensitivity and fear
• •Travel, grooming and veterinary stress
• •Behavioural problems and general anxiety

By Distribution Channel
• •Online retail
• •Veterinary clinics and hospitals
• •Pet specialty stores
• •Supermarkets and mass retail