Oct 20, 2026
A pet supplement may contain carefully selected ingredients, but its potential value also depends on whether the animal accepts it consistently. As demand for functional pet products grows, palatability is becoming an important consideration for brands developing supplements for dogs and cats.
For pet owners, giving a tablet, powder or liquid is not always straightforward. An unfamiliar smell, unpleasant taste or unsuitable texture can make a product difficult to administer. Repeated difficulties may also discourage owners from continuing a supplement routine as directed.
Palatability describes how readily an animal accepts a product. It is influenced by several factors, including smell, flavor, texture, size and how the product is offered. A supplement that is easy for one pet to consume may still be rejected by another, making testing an important part of product development.
For manufacturers, the challenge is to combine an appropriate product format with the ingredients needed for the intended nutritional purpose. A formulation must also remain stable throughout its shelf life and provide clear instructions for use.
For veterinary medicines, the European Medicines Agency has published guidance on studies used to support palatability claims. Supplements and medicines may be subject to different requirements, but both illustrate why acceptance and ease of administration matter when developing an oral product.
Pet owners increasingly encounter supplements in formats designed to fit into everyday feeding routines. Alongside tablets, capsules, powders and liquids, soft chews offer a format that can resemble a treat.
A chewable product can make administration more convenient for some owners, particularly when a pet willingly takes it from the hand. However, a treat-like appearance alone does not guarantee acceptance. Brands still need to consider species preferences, chew size, aroma, ingredient compatibility and the amount required per serving.
This product development trend reflects a wider shift toward convenient, wellness-focused pet products. The U.S. pet food and treat market also shows growing interest in products designed around specific nutritional needs.
Portuguese animal health company Wepharm provides an example of how format and palatability can be incorporated into supplement development. The company’s TASTY range uses soft chews to combine nutritional ingredients with a product format designed to be pleasant for pets to consume.
The range includes products positioned for different needs, such as digestive support, joint care and daily nutritional supplementation. By offering these products as chews, the company aims to make their use more convenient for pet owners.
Acceptance can vary between animals, and the performance of an individual product should be assessed using appropriate testing and evidence. A palatable format may support a more manageable routine, but it does not replace the need for suitable formulation, clear directions and appropriate product use.
Developing a pet supplement for international markets involves several decisions beyond choosing functional ingredients. Manufacturers need to consider how flavoring components interact with the formulation, whether active ingredients remain stable during production and storage, and how the finished product is evaluated for acceptance.
Requirements can also differ by destination. A product may be classified differently depending on its ingredients, intended use and claims. Before entering a new market, businesses should review the relevant rules for product classification, ingredient use, labeling, documentation and permitted claims.
For brands and suppliers, bringing these considerations together can support a product that is easier to understand, suitable for its intended market and practical for owners to give to their pets.
Palatability is becoming part of the wider discussion around pet nutrition innovation. Ingredient suppliers, manufacturers, brands and distributors all have a role in developing products that combine nutritional design with a more convenient feeding experience.
At PSC 2027, industry professionals can explore pet food, ingredients and other products across the supply chain. Companies looking to present new concepts or meet potential partners can learn more about the New Product Showcase and business matchmaking opportunities.