NaturVet

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.

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

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

• Pet supplements
• Dog supplements
• Cat supplements
• Equine supplements
• Pet health products

Headquarters

HQ city

Temecula

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Direct E-commerce Sales: Products sold directly to consumers through the naturvet.com website with subscription options for recurring orders
2. 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

Go-to-market motion2 records

Distribution channels12 records

Marketing channels11 records

Core 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

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• SwedencareflagshipOthersNaturVet 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.
• WalmartcoreChannel Partner/ Reseller/ DistributorMajor retail distribution partner for NaturVet pet supplement products available on Walmart.com and in physical Walmart stores
• AmazoncoreChannel Partner/ Reseller/ DistributorMarketplace distribution partner for NaturVet products with storefront presence at amazon.com/stores/naturvet
• ChewycoreChannel Partner/ Reseller/ DistributorLeading online pet retailer partner for NaturVet supplements available at chewy.com/brands/naturvet-7112
• Tractor SupplycoreChannel Partner/ Reseller/ DistributorRural lifestyle retailer carrying NaturVet pet supplement products in stores and online
• CostcocoreChannel Partner/ Reseller/ DistributorWarehouse club partner offering NaturVet products including bulk-size supplement options
• PetcocoreChannel Partner/ Reseller/ DistributorMajor pet specialty retailer with physical store presence for NaturVet products
• PetSmartcoreChannel Partner/ Reseller/ DistributorMajor pet specialty retailer featuring NaturVet as a featured brand at petsmart.com/featured-brands/naturvet
• Pet SupermarketminorChannel Partner/ Reseller/ DistributorSpecialty pet product retailer chain carrying NaturVet supplements
• Pet Supplies PlusminorChannel Partner/ Reseller/ DistributorPet supplies retail chain partner for NaturVet products
• Sam's ClubcoreChannel Partner/ Reseller/ DistributorWarehouse club retailer offering NaturVet products for members
• PetMedsminorChannel Partner/ Reseller/ DistributorOnline pet pharmacy retailer partner for NaturVet supplement products
• Ingredient Suppliers (Norway, Iceland, Germany, Canada)coreStrategic or Co-development PartnerGlobal 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 LaboratoriescoreTechnology or IntegrationThird-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)coreStrategic or Co-development PartnerThird-party auditing organization that audits NaturVet's manufacturing facility for quality and safety compliance

Scale indicators6 records

Recent moves6 records

Expansion highlights21 records

Direct 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

• Xx.com/naturvet
• YouTubeyoutube.com/NaturVet
• Facebookfacebook.com/NaturVet
• Instagraminstagram.com/naturvet
• TikToktiktok.com/@naturvet
• Pinterestpinterest.com/naturvet

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NaturVet