The Calming Boom: Pet Brands Are Moving Anxiety Support From the Occasional Fix to the Daily Routine

Two calming launches in two days, one in a chew and one in a complete food, show a category being rebuilt around daily habits, branded ingredients and subscription economics, with strategics, private equity and the biggest names in pet food all buying in.

By Good Company Editorial Desk

The Short Version

• Calming is going daily: PetLabCo's NeuraBlend chew and OMNI's OMNI Calm food launched within 48 hours of each other, both built for everyday use, not just fireworks night.
• The demand is real: more than 84 percent of dogs show at least mild fear or anxiety signs (Dog Aging Project), and 75 percent of U.K. owners say their dog experiences stress or anxiety.
• The market is big and contested: Grand View Research puts pet calming at $18.1B in 2025 heading to $29.9B by 2033, while narrower definitions put it under $2B. The growth story holds either way.
• The money has arrived: H&H paid $610M for Zesty Paws (2021), Bansk took PetIQ private for about $1.5B (2024), and Mars' Companion Fund is in Native Pet.
• The open territory is cats, the vet channel, and whoever earns the daily routine.

The News

Calming had a busy 48 hours. On October 13, PetLabCo launched NeuraBlend, its first calming product, according to its PR Newswire announcement. The melatonin-free soft chew packs 10 active ingredients across four pathways, including KSM-66 ashwagandha and a postbiotic blend the company says is designed to support the gut-brain axis. It is built for daily use, with a double-dose protocol that starts seven days before a stressful event and runs two days past it. The same week, OMNI launched a line of complete dog foods that includes OMNI Calm, a full daily diet formulated with L-tryptophan and lemon balm, according to PetfoodIndustry.

Two companies, two formats, one message. Calming is no longer a niche supplement bought in a panic before July 4th. It is being designed into the products dogs consume every day.

The newcomers are joining a crowded and increasingly professional shelf. Zesty Paws says Euromonitor ranked it the number one pet supplement brand in the United States by dollar and unit sales, and calming has been one of its signature categories, built on Calming Bites that combine Suntheanine brand L-theanine, ashwagandha, chamomile, valerian root and, in its Advanced formula, melatonin. Nestlé Purina sells Calming Care, a probiotic powder built on its BL999 strain of Bifidobacterium longum, through the veterinary channel as a daily sachet that the company says may take six weeks to show results. VetriScience has sold its Composure chews, now renamed Calm & Confident, for years on a thiamine, colostrum and L-theanine formula that can be given daily or as needed. NaturVet's Quiet Moments line, a retail staple, still carries the classic situational instruction: give it 30 minutes before a stressful situation.

That contrast is the story. The legacy instruction is a half hour before the fireworks. The new instruction is every morning, indefinitely, with a planned step-up when life gets loud. The category's center of gravity is shifting from rescue to routine.

The incumbents saw this coming from other directions. Ceva Animal Health built a global pheromone business on the insight that calm could be ambient rather than edible: its Adaptil line for dogs copies the dog-appeasing pheromone nursing mothers produce, delivered through plug-in diffusers, collars and sprays, while Feliway does the same job for cats with a synthetic copy of the feline facial pheromone. Ceva markets Adaptil as the number one veterinarian used and recommended calming brand and Feliway as the top-selling behavior brand in the world, claims that tell you how large the non-food calming business already is. ThunderWorks took yet another route with the ThunderShirt, a pressure wrap that has been on the market since 2009; the company says it has been used by millions of dogs and claims a success rate above 80 percent, and current product listings name Central Garden & Pet as the manufacturer, a sign of how thoroughly the category's pioneers have been absorbed into scaled pet platforms.

The veterinary food giants, meanwhile, have sold calming nutrition for years, just behind a prescription gate. Royal Canin's Feline Calm diet and its Urinary SO + Calm multifunction diets deliver calming nutrients including hydrolyzed milk protein and L-tryptophan inside a complete food, and Royal Canin notes that stress is a key factor in more than 50 percent of feline urinary conditions. Hill's Prescription Diet c/d Multicare Stress pairs the same two calming ingredients, L-tryptophan and hydrolyzed casein, with urinary care, and Hill's reports the diet lowered recurrence of the most common urinary signs by 89 percent in cats with feline lower urinary tract disease. OMNI's launch matters because it takes that veterinary logic, calming built into the daily bowl, and sells it direct to consumers without a prescription conversation.

Why It Matters

Start with the size of the underlying problem. Research from the Dog Aging Project, covering more than 43,000 dogs, found that more than 84 percent showed at least mild signs of fear or anxiety in everyday situations, according to Texas A&M University. Dr. Bonnie Beaver, the study's author, put the owner takeaway plainly: "What this research shows is just how common those responses are, and how important it is that we pay attention to them." A 2025 survey of 1,000 U.K. dog owners by Perspectus Global for Adaptil, reported by PetfoodIndustry, found 75 percent of owners believe their dog experiences stress or anxiety, with signs noticed up to eight times a month. Half of Gen Z owners in that survey said they prioritize their dog's emotional wellbeing over their own.

What this research shows is just how common those responses are, and how important it is that we pay attention to them.

Dr. Bonnie Beaver, Dog Aging Project researcher

The money context makes the behavior legible. The American Pet Products Association (APPA) put total U.S. pet industry expenditures at $158 billion in 2025, up 3.7 percent, with a projection of $165 billion for 2026, and counted 95 million U.S. households owning a pet. Inside that total, APPA reported dog ownership expanding to 71 million households in 2025, roughly 4 million more than the year before, while cat ownership rose 5 percent to 53 million households, with growth led by Gen Z and Millennial owners. Pet Age's 2026 State of the Industry report, drawing on APPA and Circana data, found that wellness and supplements are outgrowing food, and APPA's own reporting shows younger owners are the most likely to buy supplements and wellness products. Calming sits exactly at that intersection: a wellness purchase, bought disproportionately by the generations now setting the industry's growth rate, in the two species where ownership is still expanding.

95 million U.S. households own a pet (APPA, 2025)

The drivers are structural, not seasonal. A generation of dogs was raised during the pandemic with owners home all day, then left alone when offices reopened, and post-pandemic separation anxiety became one of the supplement industry's defining demand drivers, according to G2 Capital Advisors' pet supplement market analysis. On top of that baseline sit the recurring spikes: holiday travel and boarding, houseguests, thunderstorms, fireworks, vet visits and moves. Modern pet life generates a steady supply of stress moments, and owners increasingly treat them as a health need rather than a personality quirk.

The second driver is the human wellness crossover. Owners who manage their own stress with ashwagandha, magnesium, probiotics and sleep routines now shop for the same logic for their dogs. The ingredient lists prove the borrowing. KSM-66 ashwagandha and Suntheanine built their reputations in human supplements before arriving in dog chews. Postbiotics, the current fashion in human gut health, headline PetLabCo's calming launch. At SUPERZOO this year, Redbarn's team described the shift to Pet Insight this way: "Pet parents are no longer only looking for a treat, a food, or a supplement, they are looking for products that fit into their dog's everyday wellness routine." Calming is where that expectation is being tested first, because anxiety is the health concern owners observe most often at home.

Pet parents are no longer only looking for a treat, a food, or a supplement, they are looking for products that fit into their dog's everyday wellness routine.

The Redbarn team, at SUPERZOO

The third driver is format escape. Calming is leaving the chew jar. It now arrives in complete food (OMNI, Royal Canin, Hill's), in pheromone diffusers and collars (Ceva, and Zesty Paws, which launched a cat calming diffuser in October 2025, according to Straits Research), in pressure wraps (ThunderShirt), and in veterinary probiotic protocols (Purina). When a benefit can ride inside products owners already buy daily, the addressable market stops being supplement shoppers and becomes every dog owner who has ever watched a pet pace during a storm.

Who is playing

It is worth naming the field, because the roster explains the money that follows later in this piece.

• Supplements and chews: Zesty Paws, PetLabCo, FoodScience's VetriScience and Pet Naturals brands, NaturVet, PetHonesty and Native Pet, whose air-dried chew line includes a Calm formula alongside Relief, Allergy and Bladder.
• Hemp: ElleVet Sciences, which built its name on Cornell University clinical research, plus direct-to-consumer brands such as Honest Paws, which sells Calm Bites and a Calm CBD oil made with USDA organic hemp and chamomile, and Pet Releaf, whose Daily Releaf oils use USDA certified organic hemp extract.
• Food: Nestlé Purina, Royal Canin and Hill's from the veterinary side, OMNI from the challenger side.
• Pheromones and devices: Ceva (Adaptil and Feliway) and ThunderWorks (ThunderShirt).
• Ingredient suppliers: Ixoreal Biomed, owner of the KSM-66 ashwagandha trademark; Natreon, maker of Sensoril ashwagandha; the Suntheanine brand of L-theanine; and Purina's proprietary BL999 probiotic strain.
• Channels: Amazon and Chewy online, Petco at retail, Tractor Supply, which put Native Pet into more than 2,200 stores, and the veterinary clinic, which remains the only channel that can sell several of these products at all.

The Numbers

The first thing to know about calming market numbers is that the firms measuring it do not agree, because they are not measuring the same thing. Grand View Research valued the global pet calming products market at USD 18.1 billion in 2025 and expects it to reach USD 29.9 billion by 2033, a compound annual growth rate of 6.6 percent from 2026. That is the broad definition, covering supplements, pheromone products, wearables and prescription products. Future Market Insights lands in a similar place, projecting growth from USD 18.36 billion in 2025 to USD 32.82 billion by 2035 at a 5.93 percent CAGR. QYResearch, via Valuates Reports, puts the pet calming product market at US$23.56 billion by 2031 with a 5.5 percent CAGR across 2025 to 2031. At the other extreme, Verified Market Reports, using a much narrower product definition, sized calming products for pets at just USD 0.86 billion in 2024, reaching USD 1.78 billion by 2032 at a 9.7 percent CAGR. The honest read: the growth rates cluster in the mid single digits to near 10 percent, and the dollar spread is a definitional argument about whether prescription diets, pheromone hardware and wearables count, not a disagreement about direction.

$18.1B to $29.9B: Grand View Research's pet calming market path, 2025 to 2033

The supplements slice is easier to pin down, and it carries a warning. Packaged Facts put U.S. pet supplement sales at $2.9 billion in 2025, but reported that annual growth fell below 3 percent, with growth expected to stay in the 2 to 3 percent range, as economic headwinds and a declining dog population cooled one of the industry's fastest-expanding segments. An earlier Packaged Facts edition, when sales surpassed $2.7 billion, put dogs at 77 percent of supplement sales and cats at 21 percent. Grand View, looking globally, expects the pet supplements market to reach USD 4.65 billion by 2033, growing at 6.9 percent a year. So the base category is maturing in the U.S. while specific need states inside it, calming first among them, are still compounding faster than the shelf they sit on.

The mix inside calming explains the strategy moves. Snacks and treats led calming formats with a 37.9 percent revenue share in 2025, according to Grand View, while Mordor Intelligence puts supplements as the largest product type at 39 percent of the market in 2026 and edibles at 51 percent by form. Dogs took 52.3 percent of calming revenue in 2025, and cats are the fastest-growing pet type. Melatonin, the ingredient NeuraBlend pointedly excludes, still led ingredient revenue with a 27.5 percent share in 2025, while herbal ingredients are the fastest-growing segment. Online retail is the largest channel at 46 percent of the market per Mordor and also the fastest growing, though Grand View notes offline still accounts for more than 66 percent of sales. Pheromone products are the fastest-growing product segment in Mordor's forecast at an 18.5 percent CAGR through 2032.

Demand signals at retail are louder than the forecasts. Research from Ocado Retail cited by PetfoodIndustry found sales of calming treats rose 111 percent year over year. Amazon listings for Purina's Calming Care for dogs showed more than 10,000 units bought in the past month as of October 2026, according to VetRanch's listing tracking. And the unit economics of daily use are attractive: NeuraBlend's 30-day tub works out to roughly $1.29 to $1.46 per day, priced like a coffee habit rather than a medicine, and it refills every month by design.

The deal tape

Now the investment dollars, because this is where the trend stops being a merchandising story. Deal history shows what scaled pet wellness platforms are worth. H&H Group, the Hong Kong listed owner of Swisse, acquired Zesty Paws for US$610 million in 2021, according to Just Food, after the brand posted 2020 revenue of $73.1 million per H&H's stock exchange filing. Calming was a core part of the portfolio that justified that price. In October 2024, Bansk Group completed its acquisition of PetIQ, the pet medication, health and wellness company behind a large private-label and branded supplement business, in an all-cash transaction valued at approximately $1.5 billion. One month later, in November 2024, Morgan Stanley Capital Partners acquired FoodScience, owner of VetriScience, Pet Naturals and DaVinci, from Wind Point Partners; the terms were not disclosed, but MSCP said the deal was its third investment in the pet and animal health sector, following its 2020 exits from Compana Pet Brands and Thrive Pet Healthcare, and it stated plainly that it intends to grow FoodScience through further M&A.

$610M: H&H Group's 2021 price for Zesty Paws, on $73.1M of 2020 revenue

What It Means For You

If you are building a pet brand, treat behavior as a platform need state, not a seasonal SKU. Daily positioning turns an occasional purchase into a replenishment cycle, and replenishment is what makes subscription offers, autoship discounts and lifetime value math work. Design the routine first: the morning chew, the topper, the food itself. Then formulate to fit it. The deal tape above exists because acquirers can underwrite that replenishment. A fireworks chew sells twice a year; a daily calming protocol sells twelve times a year and churns slowly, and that difference is precisely what a $610 million acquisition price and a $1.5 billion take-private are made of.

Take branded ingredients seriously as marketing assets, not just inputs. KSM-66 from Ixoreal Biomed, Sensoril from Natreon, Suntheanine and BL999 do credibility work that an anonymous herbal blend cannot, because each arrives with human market recognition and published research behind it. PetLabCo built its entire launch story around named ingredients and named pathways. The suppliers know their leverage: Natreon moved Sensoril to direct distribution in the U.S. with co-marketing support for the brands that formulate with it, which tells you the ingredient makers now compete for label placement the way chip makers once competed for laptop stickers. Expect ingredient branding to become the shelf talker of this category, the way named probiotic strains became the language of gut health.

Decide your melatonin position on purpose. Melatonin still leads ingredient revenue, and for acute nighttime and noise events it remains the incumbent answer. But "melatonin-free" is becoming a daily-use badge, because owners worry about grogginess in a product they give every morning. Both positions can win different occasions. Drifting into one by accident is the mistake.

Budget for evidence, because the credibility bar is rising and the gap is documented. A Cornell University analysis of 29 over-the-counter pet hemp products found only 10 were within 10 percent of their label cannabinoid claims, and four carried heavy metal contamination. That study covered hemp products, but owners and retailers apply its lesson to the whole calming shelf. NASC quality seals, published studies, and veterinary channel presence are becoming the price of trust. Zesty Paws expanded into the veterinary channel with its Professional line in 2026; Purina built Calming Care as a vet-first product from the start; ElleVet's entire hemp business rests on clinical trials run with Cornell. If veterinarians become the gatekeepers of behavior claims, direct-to-consumer economics change with them.

If you run retail, merchandise calming as a calendar, not a category. The demand spikes are predictable: July 4th, New Year's Eve, storm season, holiday travel, back-to-school separation. Daily products change the job: your win is enrolling the owner in a routine and a refill cadence, not just winning the pre-fireworks basket. Education is part of the offer. A 10-ingredient, four-pathway chew needs a story staff or content can tell in 30 seconds, or the simpler product next to it wins. Note also where the growth is hiding: Packaged Facts flags cat-focused products and proactive health supplements as the category's open territory, and pheromone refills, a diffuser sold once and refilled monthly, are the closest thing brick-and-mortar retail has to a subscription.

And do not sleep on cats. Cats are the fastest-growing pet type in calming by both Grand View and Mordor forecasts, the installed product base is thinner, and the owner problem, litter box stress, vet visit panic, household change, is just as common. The cat problem is a formulation problem before it is a marketing one. When ElleVet published a 2025 study of a hemp paste for cats with osteoarthritis, 12 of the 26 cats dropped out because they refused to eat the paste, a result the company answered by developing a palatable feline chew. Whoever cracks daily feline delivery, in food, in a lickable format, in a diffuser refill, owns the emptiest shelf in the category. The dog market will fund the category. The cat market may be where share is still winnable.

What To Watch

Watch January. NeuraBlend was timed for the holiday season, and first-tub sell-through will be easy to generate with travel content. Repeat orders after the holidays are the real verdict on whether daily calming is a routine or a resolution. The same test applies to OMNI Calm as OMNI pushes beyond direct sales into wholesale distribution, and to every brand whose calming growth was booked against holiday travel rather than everyday anxiety.

Watch the veterinary channel. Between Zesty Paws Professional, Purina's entrenched Calming Care position, Royal Canin's and Hill's prescription calming diets, and FoodScience's VetriScience line now owned by Morgan Stanley Capital Partners, the professional endorsement layer is consolidating into fewer, better-capitalized hands. Expect more brands to launch vet-exclusive lines as a credibility shortcut, and expect the prescription diet makers to defend their calming claims more aggressively as retail challengers borrow them.

Watch the deal tape. The $610 million Zesty Paws acquisition set the comparable, Bansk's roughly $1.5 billion PetIQ take-private reset the ceiling for pet wellness platforms, and MSCP has said publicly that FoodScience will grow through acquisitions, which makes VetriScience's owner a buyer of exactly the kind of mid-sized calming and supplement brands this trend is creating. Mars' Companion Fund already holds a position in Native Pet from its Series A. Functional supplement platforms with real retention remain buyable assets on both sides of the Atlantic.

The risk to the story

Watch the moderation risk, because it is real and it is in the same data that supports the boom. Packaged Facts found U.S. supplement growth below 3 percent in 2025 and reported that 65 percent of pet owners in its December 2025 survey had cut spending on "extras," with the same share planning to continue. The same firm's January 2026 survey found the vast majority of owners still actively seeking products to improve their pets' health and wellness, even as the share reporting increased pet spending fell for the first time in five years. Calming's defense against that squeeze is the daily routine itself: products owners classify as healthcare survive budget cuts that products classified as treats do not. Whether calming completes that reclassification, from extra to essential, is the single most important question in the category.

Watch regulation. The U.S. Food and Drug Administration has not approved hemp or CBD for use in animal food, and federal regulators treat pet CBD products marketed with treatment intent as unapproved drugs, according to Cannabis Law Report's regulatory review. That limbo is why the science-led end of hemp, led by ElleVet Sciences and its Cornell research ties, markets research rather than claims, and why most large brands have built their calming lines on amino acids, botanicals and probiotics instead. As calming mainstreams, expect claim language across the whole category to tighten, and expect the brands with real studies to welcome it.

Finally, watch the benefit migrate. Pheromones and wearables are the fastest-growing corners of the market in Mordor's forecast, calming claims are already appearing in food, diffusers and devices, and the ingredient suppliers are building direct relationships with the brands that carry their trademarks. The endgame for this trend is not a bigger chew aisle. It is calm as a standard expectation, engineered into the food, the home and the daily routine, and priced as a subscription to a calmer dog.

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