NaturVet
NaturVet is a 1994-founded US pet supplement manufacturer based in Temecula, California, selling FDA-registered, NASC-certified nutritional supplements for dogs, cats, and horses via DTC e-commerce and major pet, mass, and warehouse club retailers as a subsidiary of Swedencare AB.
- Company typePrivate
- Founded1994
- HeadquartersTemecula, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What NaturVet does
NaturVet is a US-based pet supplement manufacturer founded in 1994 and headquartered in Temecula, California, where it operates an FDA-registered, cGMP-compliant manufacturing facility also audited by UL and certified as a founding preferred supplier by the National Animal Supplement Council (NASC). The company formulates and produces nutritional supplements for dogs, cats, and horses, spanning categories including hip and joint (ArthriSoothe-GOLD), calming (Quiet Moments), allergy (Aller-911), digestive health (Advanced Probiotics & Enzymes), skin and coat, immunity, urinary care, dental care (ProDen PlaqueOff), training aids, grooming, and lawn care (GrassSaver), with breed-specific and life-stage variants including a senior wellness line. Core technical capabilities center on physical quality assurance: Infrared Spectroscope ingredient verification, three-step independent laboratory testing against Certificates of Analysis, microbial testing for Salmonella and E. coli, and batch-level traceability from incoming ingredient to finished product.
NaturVet generates revenue through a hybrid retail-DTC model. Direct-to-consumer e-commerce at naturvet.com (Shopify-powered) offers unit pricing with a subscription billing option and free shipping on subscription orders and orders above $35. Wholesale distribution spans pet specialty (Petco, PetSmart, Chewy, Pet Supermarket, Pet Supplies Plus), mass market (Walmart, Amazon), and warehouse clubs (Costco, Sam's Club, Tractor Supply), as well as online pet pharmacy PetMeds, with product prices ranging from approximately $16.99 to $34.99 per SKU unit. Marketing combines content (educational blog, video tutorials, product finder quiz), email newsletters, and broad social media presence across Instagram, Facebook, TikTok, YouTube, and Pinterest, supplemented by PR-elevated award recognition (2024 Pet Innovation Award, 2025 Product of the Year, 2025 Pet Age Editor's Select).
NaturVet is a private subsidiary of Swedencare AB, a publicly listed company on NASDAQ First North Growth Market Stockholm that operates approximately 18 group companies selling into roughly 50 markets worldwide. NaturVet is described as one of the flagship brands in the Swedencare portfolio alongside nutravet, Pet MD, Stratford, RX Vitamins, and ProDen PlaqueOff, with no independent management equity structure disclosed. The company has been consecutively recognized across 2024 and 2025 with pet health innovation awards, signaling sustained brand momentum and category leadership.
NaturVet firmographics
Firmographics- Name
- NaturVet
- Legal name
- NaturVet
- Website
- https://naturvet.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- NaturVet is a 1994-founded US pet supplement manufacturer based in Temecula, California, selling FDA-registered, NASC-certified nutritional supplements for dogs, cats, and horses via DTC e-commerce and major pet, mass, and warehouse club retailers as a subsidiary of Swedencare AB.
- Ownership category
- akta.pro rank
NaturVet industry classification
Industry- Product category
- Pet Supplements
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (45991)
- SIC
- Pharmaceutical Preparations (2834)
- akta.pro primary industry
- Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO)
- akta.pro secondary industries
- Calming & Behavioral Support Supplements (HLAMALAD), Allergy & Anti-Inflammatory Supplements (HLAMALAL), Skin & Coat Supplements (HLAMALAB), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
Keywords
Where NaturVet is headquartered
LocationHeadquarters
- HQ city
- Temecula
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
NaturVet business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- Direct E-commerce Sales: Products sold directly to consumers through the naturvet.com website with subscription options for recurring orders
- Retail Distribution: Products sold through major retail partners including Walmart, Amazon, Chewy, Tractor Supply, Costco, Petco, PetSmart, Pet Supermarket, Pet Supplies Plus, Sam's Club, and PetMeds
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Quiet Moments Calming Soft Chews - From $20.99 |
| Unit Pricing | Pay-as-you-go | Quiet Moments with Hemp Seed Calming Soft Chews - From $23.99 |
| Unit Pricing | Pay-as-you-go | Daily Multi-Vitamin Soft Chews - From $22.99 |
| Unit Pricing | Pay-as-you-go | Advanced Probiotics & Enzymes Soft Chews - From $24.99 |
| Unit Pricing | Pay-as-you-go | Advanced Probiotics & Enzymes Powder - From $30.99 |
| Unit Pricing | Pay-as-you-go | Aller-911 Advanced Allergy Support Powder - $34.99 |
| Unit Pricing | Pay-as-you-go | Hairball Help Soft Chews - From $16.99 |
| Unit Pricing | Pay-as-you-go | GrassSaver Chewable Tablets - From $33.99 |
| Subscription | Monthly | Subscription Shipping |
Go-to-market motion2 records
Distribution channels12 records
Marketing channels11 records
NaturVet product offering
Product offeringCore offering
NaturVet formulates, manufactures, and sells proactive health and wellness supplements for dogs, cats, and horses across categories such as hip & joint, calming, allergy, digestion, immunity, dental, skin & coat, urinary care, training aids, and senior wellness. Products are delivered as soft chews, powders, tablets, liquids, and topicals, manufactured in an FDA-registered, cGMP-compliant, NASC-certified Temecula, California facility with Infrared Spectroscope ingredient verification and third-party laboratory testing. The company sells direct-to-consumer through naturvet.com and through major pet specialty, mass market, and warehouse club retailers.
Product overview
NaturVet is a pet supplement company offering a comprehensive portfolio of health and wellness products for dogs, cats, and horses. The product lineup centers on soft chews, powders, tablets, liquids, and topical solutions organized into key therapeutic categories: All-In-One daily vitamins, Quiet Moments® calming line, Hip & Joint supplements (including ArthriSoothe-GOLD® and Glucosamine DS Plus™), Advanced Probiotics & Enzymes for digestive health, Aller-911® allergy products, Hairball Help! for cats, immunity support (Mushroom Max®, VitaPet™), Skin & Coat care (Omega-Gold, Salmon Oil), Urinary Care (Cranberry Relief®), Stool & Bowel products, Dental Care under ProDen PlaqueOff® brand, Training Aids, Grooming solutions, and Lawn Care products (GrassSaver®). The company also offers breed-specific formulations and senior wellness products. Products are manufactured in an FDA-registered facility in Temecula, California, with NASC certification and cGMP compliance.
Differentiator
Problem solved
Functional benefit
Brands
- VitaPet™: Sub-brand for daily vitamin supplements for pets including VitaPet Senior Daily Vitamin, VitaPet Adult Daily Vitamin, and VitaPet Puppy Daily Vitamins in soft chew and chewable tablet forms.
- ProDen PlaqueOff®
Products and services
- All-In-One Daily Care Soft Chews and Powders Multi-vitamin soft chews and powders supporting overall canine and feline daily health, including Daily Multi-Vitamin Soft Chews (60ct, from $22.99), Daily Multi-Vitamin Powder, and breed-specific formulations across life stages.
- Quiet Moments® Calming Line Calming supplements in soft chews, tablets, drops, and room spray formats, with and without hemp seed variants, designed to help dogs and cats manage stress and anxiety (e.g., Quiet Moments Calming Soft Chews 70ct from $20.99; Quiet Moments with Hemp Seed Calming Soft Chews 60ct from $23.99).
- Hip & Joint Supplements Joint health products including ArthriSoothe-GOLD®, Glucosamine DS Plus™, and hemp-infused joint care formulations in soft chews, tablets, and liquid forms for dogs and cats, addressing hip dysplasia, arthritis, and senior mobility.
- Advanced Probiotics & Enzymes Digestive health supplements featuring probiotics and enzymes in soft chew, powder (4oz from $30.99), and scoopable formats for dogs, cats, and horses; Advanced Probiotics & Enzymes for Dogs won the 2025 Product of the Year in the pet health category.
- Aller-911® Allergy Line Allergy support products for dogs and cats including Aller-911 Advanced Allergy Support Powder (9oz, $34.99), soft chews, tablets, anti-lick spray, and hot spot foam.
- Hairball Help! Products Hairball management supplements for cats available in soft chews (100ct from $16.99) and scoopable formats with hemp-infused variants.
- Immunity Supplements Immune support products including Mushroom Max®, VitaPet™ daily vitamins (adult, senior, puppy formulations), and Lickable Multi-Vitamin Immunity supplements in soft chew, chewable tablet, and lickable formats.
- Dental Care (ProDen PlaqueOff®) Oral health products under the ProDen PlaqueOff® brand, including soft chews, powder, dental bones, and scoopables targeting plaque and tartar control for dogs and cats across breed sizes.
- Skin & Coat Supplements Skin and coat health products including Omega-Gold, Brewers Dried Yeast with Omegas, Salmon Oil, and Septiderm-V® topical solutions for dogs and cats.
- Urinary Care Products Urinary tract and bladder health supplements including Cranberry Relief® in soft chew and powder forms for dogs and cats.
- Stool & Bowel Products Digestive stool and bowel health products including No Scoot® (anal gland support), Stool Eating Deterrent (Coprophagia), No Toot™ (gas aid soft chews), and Anti-Diarrhea solutions for dogs.
- Training Aids Behavioral training products including Potty Here® Training Spray, Bitter YUCK!® No Chew Spray (also for horses), and Pet Organics training sprays (No Mark!, NO GO!, No Stay!, No Scratch!).
- Grooming Products Grooming solutions including Tear Stain supplements, Ear Wash, and Hemp Shampoo & Conditioner in Deodorizing and Hypoallergenic variants.
- Lawn Care Products (GrassSaver®) Yard and lawn care products including GrassSaver® (chewable tablets 250ct from $33.99, plus soft chews, biscuits, and wafers) to address nitrogen content in dog urine, plus Yard Odor Eliminator sprays.
- Senior Wellness Line Supplements designed for senior pets including Advanced 5-in-1 Senior Soft Chews, Advanced Calming Senior Soft Chews, Advanced Incontinence Senior Soft Chews, Senior Hip & Joint Advanced formulations, and Senior Aches & Discomforts Chewable Tablets for pain and discomfort management.
- Cardiovascular Care Heart health support supplements in chewable tablet format for dogs.
- Pet Electrolyte Concentrate Electrolyte replacement solution for dogs and cats to support hydration and recovery.
- ArthriSoothe-GOLD® Horse Powder Equine-specific joint health powder supplement for horses, part of the ArthriSoothe-GOLD® line.
Quantifiable outcome
- Cat Scoopable Tiny Bites won 2024 Pet Health Innovation award for Cat Health Innovation of the Year
- +2 more outcomes
Companies that use NaturVet
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
NaturVet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
NaturVet partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered flagship, core and minor.
- SwedencareflagshipNaturVet is a subsidiary of Swedencare, a listed company on NASDAQ First North Growth Market, Stockholm, Sweden. Swedencare specializes in pet healthcare and produces, markets, and sells premium products in the global companion animal market. NaturVet is one of 18 group companies under Swedencare's portfolio which also includes nutravet, Pet MD, Stratford, RX Vitamins, and ProDen PlaqueOff brands.
- WalmartcoreMajor retail distribution partner for NaturVet pet supplement products available on Walmart.com and in physical Walmart stores
- AmazoncoreMarketplace distribution partner for NaturVet products with storefront presence at amazon.com/stores/naturvet
- ChewycoreLeading online pet retailer partner for NaturVet supplements available at chewy.com/brands/naturvet-7112
- Tractor SupplycoreRural lifestyle retailer carrying NaturVet pet supplement products in stores and online
- CostcocoreWarehouse club partner offering NaturVet products including bulk-size supplement options
- PetcocoreMajor pet specialty retailer with physical store presence for NaturVet products
- PetSmartcoreMajor pet specialty retailer featuring NaturVet as a featured brand at petsmart.com/featured-brands/naturvet
- Pet SupermarketminorSpecialty pet product retailer chain carrying NaturVet supplements
- Pet Supplies PlusminorPet supplies retail chain partner for NaturVet products
- Sam's ClubcoreWarehouse club retailer offering NaturVet products for members
- PetMedsminorOnline pet pharmacy retailer partner for NaturVet supplement products
- Ingredient Suppliers (Norway, Iceland, Germany, Canada)coreGlobal ingredient sourcing partnerships from trusted suppliers in Norway, Iceland, Germany, and Canada who are vetted to meet strict quality and safety standards. All ingredients are quarantined and tested before use.
- Independent Testing LaboratoriescoreThird-party laboratory partnerships for ingredient testing - all new ingredients tested a minimum of three times to ensure they meet Certificate of Analysis claims. Finished products are also routinely tested by independent laboratories.
- UL (Underwriters Laboratories)coreThird-party auditing organization that audits NaturVet's manufacturing facility for quality and safety compliance
Scale indicators6 records
Recent moves6 records
Expansion highlights21 records
NaturVet competitors and assessment
Company assessmentDirect peers
- Tomlyn (Vetoquinol USA): Veterinary-backed pet wellness brand within Vetoquinol offering supplements, calming, and digestive products; comparable in product format and channel mix including specialty and online retailers.
- PetHonesty: DTC-focused pet supplement brand offering soft chews and functional treats for joint, calming, allergy, skin & coat, and dental health; highly comparable in product format, category breadth, and channel strategy.
- VetriScience Laboratories (Pet Naturals of Vermont): Long-standing pet supplement manufacturer offering condition-specific chews, tablets, and liquids across calming, joint, immune, and dental — a comparable specialty-channel and DTC peer in product format and category depth.
- Nutramax Laboratories: Veterinary-channel pet supplement maker best known for Cosequin and Dasuquin joint support; competes directly with NaturVet's ArthriSoothe-GOLD hip & joint line and shares the vet-recommended positioning strategy.
- VetIQ: Mass-market pet health brand (Tevra Pet / VetIQ) selling supplements, dental, and wellness products through Walmart, Target, and Amazon; overlaps with NaturVet's calming, joint, and daily vitamin lines at mass-channel price points.
- Zesty Paws: Leading US pet supplement brand selling soft chews and functional treats across joint, calming, skin & coat, digestion, and immunity categories via DTC, Amazon, and major pet retailers — direct overlap with NaturVet's core portfolio.
Emerging players
- Only Natural Pet: Independent natural pet retailer/brand offering supplements, holistic care, and wellness products; comparable in condition-specific supplement assortment and natural-ingredient positioning.
- Ark Naturals: Niche pet wellness brand focused on natural functional treats, calming, dental, and joint products; smaller scale but directly comparable in product categories and natural-formulation positioning.
Broad incumbents
- Nestlé Purina PetCare: Largest US pet food and treat manufacturer with broad functional nutrition, supplement-adjacent, and wellness lines (Pro Plan, Calming Care); competes with NaturVet across mass and pet specialty retail with vastly larger scale.
- Virbac: Global veterinary pharmaceutical and supplement company offering dermatology, joint, dental, and behavioral health products; competes with NaturVet in vet-channel and specialty-retail supplements at greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
NaturVet social profiles
Digital presenceNaturVet compliance and trust
Trust signalCompliance4 records
NaturVet financial estimates
Financial estimateRevenue estimate
Valuation estimate
NaturVet leadership team
Management profileNumber of profiles
NaturVet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NaturVet M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NaturVet
What does NaturVet do?
NaturVet formulates, manufactures, and sells proactive health and wellness supplements for dogs, cats, and horses across categories such as hip & joint, calming, allergy, digestion, immunity, dental, skin & coat, urinary care, training aids, and senior wellness. Products are delivered as soft chews, powders, tablets, liquids, and topicals, manufactured in an FDA-registered, cGMP-compliant, NASC-certified Temecula, California facility with Infrared Spectroscope ingredient verification and third-party laboratory testing. The company sells direct-to-consumer through naturvet.com and through major pet specialty, mass market, and warehouse club retailers.
Is NaturVet a public or private company?
NaturVet is a private company. It is classified as corporate owned and is currently operating.
When was NaturVet founded?
NaturVet was founded in 1994. It employs 51 to 100 people.
Where is NaturVet based?
NaturVet is headquartered in Temecula, United States, in the North America region.
How does NaturVet make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are NaturVet's main competitors?
Direct peers on record are Tomlyn (Vetoquinol USA), PetHonesty, VetriScience Laboratories (Pet Naturals of Vermont), Nutramax Laboratories, VetIQ and Zesty Paws. Emerging players are Only Natural Pet and Ark Naturals. Broad incumbents are Nestlé Purina PetCare and Virbac.
Does NaturVet have an API?
No public API is recorded for NaturVet.
What industry is NaturVet in?
NaturVet's product category is Pet Supplements. Its primary akta.pro industry code is HLAMALAO, Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine), with a secondary code of HLAMALAD, Calming & Behavioral Support Supplements. Its NAICS code is 311111 and its SIC code is 2834.