Swedencare
Swedencare AB is a Swedish-listed global pet health company that develops, manufactures, and sells premium supplements, dental care, and dermatology products for dogs, cats, and horses through 20+ brands (NaturVet, ProDen PlaqueOff, Pet MD, nutravet, Innovet), distributed across 70+ countries via veterinarians, pet stores, FDMC retailers, and e-commerce.
- Company typePublic
- Founded1995
- HeadquartersMalmö, Sweden
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Swedencare does
Swedencare AB (publ) is a Swedish-headquartered (Malmö) global pet health company listed on Nasdaq First North Growth Market (SECARE) that develops, produces, markets, and sells premium supplements, dental care, dermatology, and treat products for dogs, cats, and horses. The portfolio is anchored by proprietary technology — most notably the A.N ProDen® organic kelp ingredient harvested from Scandinavian waters and used in the flagship ProDen PlaqueOff® oral health line, plus patented ALIAmide molecules in Innovet products — and operates through more than 20 brands including NaturVet, ProDen PlaqueOff, Pet MD, nutravet, Innovet, Rx Vitamins, NutriScience, Vetio, and Healthy Breeds.
The company runs a multi-channel distribution model that spans 20,000+ veterinary clinics and pet stores, FDMC retailers (Walmart, CVS, Costco, Sam's Club, Meijer), e-commerce platforms (Amazon, Chewy, zooplus via an exclusive 30-market European partnership), and its own D2C channels, with products sold in approximately 70 countries through subsidiaries in 9 countries. Revenue is generated primarily through one-time product sales of branded supplements and care items across premium price points, with Q1 2026 net sales of SEK 650 million (up 1% reported / 11% organic YoY) and an operational EBITDA margin of 19.6%.
Swedencare operates a decentralized, acquisition-built structure with ~579 employees and owned manufacturing at Vetio South (US), Vetio North (Montreal, FDA/Health Canada approved), Swedencare Tillverka Inc. (Texas), and GMP B8-certified NutriScience (Ireland), giving it control over production of tablets, powders, liquids, and proprietary soft chews. German flavors and fragrances group Symrise AG is the largest shareholder with a 40.8% stake (and recorded a €150 million impairment on the position in early 2026). The recent strategic agenda has emphasized FDMC channel expansion in the US, the European rollout of NaturVet by Swedencare, and the addition of Summit Veterinary Pharmaceuticals to deepen veterinary pharma capabilities.
Swedencare firmographics
Firmographics- Name
- Swedencare
- Legal name
- Swedencare AB (publ)
- Website
- https://swedencare.com
- Company type
- Public
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Swedencare AB is a Swedish-listed global pet health company that develops, manufactures, and sells premium supplements, dental care, and dermatology products for dogs, cats, and horses through 20+ brands (NaturVet, ProDen PlaqueOff, Pet MD, nutravet, Innovet), distributed across 70+ countries via veterinarians, pet stores, FDMC retailers, and e-commerce.
- Ownership category
- akta.pro rank
Swedencare industry classification
Industry- Product category
- Pet Health Supplements and Nutraceuticals
- NAICS
- Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (459910)
- SIC
- Pharmaceutical Preparations (2834), Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Weight Management & Metabolic Support Supplements (HLAMALAH)
- akta.pro secondary industries
- Specialty Veterinary Therapeutics Distribution (Oncology, Dermatology, Endocrinology) (HLAMAIAH), Pet Health & Wellness Distribution (Supplements, OTC, Preventives) (CRAOAKAC), Pet Treats & Chews (AFADAFAF), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
Keywords
Where Swedencare is headquartered
LocationHeadquarters
- HQ city
- Malmö
- HQ country
- Sweden
- HQ region
- Europe
Offices6 records
Markets served
Swedencare business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Revenue generated from selling premium pet health products including supplements, dental care, dermatology products, and treats through multiple channels. Products sold under brands including NaturVet, ProDen PlaqueOff, Pet MD, Rx Vitamins, nutravet, and Innovet. Q1 2026 net sales of SEK 650 million, up 1% year-on-year and 11% on organic basis.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Swedencare product offering
Product offeringCore offering
Swedencare develops, produces, markets, and sells premium pet health products for dogs, cats, and horses globally. The portfolio spans dental care, supplements, dermatology, calming aids, joint care, and treats across brands including ProDen PlaqueOff®, NaturVet®, nutravet®, Innovet, Pet MD®, Rx Vitamins, and others, sold through veterinary clinics, pet stores, e-commerce platforms, and FDMC retailers in approximately 70 countries.
Product overview
Swedencare is a global pet health company offering a diversified portfolio of premium products across multiple therapeutic areas and delivery formats. The company operates through several key brands including ProDen PlaqueOff® (oral health), NaturVet® (dietary supplements), nutravet® (veterinary health products), Innovet (Italian supplements), Pet MD® (supplements and topicals), Rx Vitamins® (nutraceutical formulations), and various other brands covering dermatology, treats, and pharma categories. Products are sold through online channels, pet stores, veterinarians, and FDMC (Food, Drug, Mass & Club) retailers across approximately 70 countries through subsidiaries in nine countries and an international network of retailers.
Differentiator
Problem solved
Functional benefit
Brands
- ProDen PlaqueOff: Oral health product for dogs and cats with clinically proven A.N ProDen organic seaweed ingredient. Original solution for good oral health since 2005.
- NaturVet
- nutravet
- Innovet
- Pet MD
- Rx Vitamins for Pets
- Riley's Organics
- Healthy Breeds
- Vetclassics
- VetWELL
- Stratford Animal Health
- NaturVet by Swedencare
Products and services
- ProDen PlaqueOff®
- NaturVet®
- NaturVet by Swedencare
- nutravet®
- Innovet
- Pet MD®
- Rx Vitamins for Pets
- NutriScience
- VETCLASSICS®
- VetWELL®
- Healthy Breeds
- Riley's Organics
- Stratford Animal Health
- Animal Pharmaceuticals
Quantifiable outcome
- 11% organic revenue growth in Q1 2026
- +4 more outcomes
Companies that use Swedencare
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles3 records
Swedencare technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Swedencare partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Second Shot / Humane Society of Tampa BayminorNaturVet Pawfect Match adoption initiative partnership. NaturVet donated $100 per adoption ($15,000 total) to support HSTB's lifesaving work. Professional photography by Second Shot founder Adam Goldberg featured adoption-ready pets with brand ambassador Mario Lopez.
- Mario and Courtney LopezcoreBrand ambassador partnership with celebrity couple Mario and Courtney Lopez for NaturVet brand. Aims to increase awareness of importance of high-quality supplements for pet health and wellness. The couple are known for their engagement in family life and pet ownership.
- APR Pharma / EyteliacorePartnership between Vetio Animal Health and APR Pharma (spin-off of Eytelia) to bring Kynosil, a unique silicium supplement for pet animals, to market. Vetio contributes soft chew technology while APR Pharma provides patented Kynosil ingredient. Significant supporting data across species with further research planned.
- zoopluscoreExclusive partnership to bring NaturVet by Swedencare product line to pet owners across Europe. zooplus offers the complete product line in all 30 markets by end of November 2024. Partnership includes supplements in therapy areas like digestion, arthritis relief, multivitamins, calming, urinary health, and senior products in innovative chew format.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Swedencare competitors and assessment
Company assessmentDirect peers
- Virbac: Independent global animal health company offering pharmaceuticals, vaccines, and pet supplements across dental, dermatology, and nutrition — closely comparable to Swedencare's vet-channel specialty supplement focus.
- PetIQ: US pet health and wellness company supplying supplements, OTC, and preventives through mass retailers and veterinary channels — comparable distribution model and FDMC presence.
- Dechra Pharmaceuticals: Specialty animal health pharma group with companion animal focus spanning dermatology, endocrine, and oral health — overlapping with Swedencare's Innovet and ProDen PlaqueOff franchises.
- Phibro Animal Health: Animal health and nutrition company selling livestock and companion animal health products; overlaps with Swedencare's supplement and OTC nutrition portfolio and its vet-channel distribution.
- Vetoquinol: French-listed animal health group with strong pet supplement and nutraceutical lines sold through veterinary clinics in Europe and North America — directly comparable business model and product mix to Swedencare.
- Zesty Paws (H&H Group): Premium pet supplement brand owned by H&H Group, leading player in soft-chew supplements in the US mass market — direct competitive overlap with NaturVet and Swedencare's US FDMC expansion.
Broad incumbents
- Elanco Animal Health: Large global animal health major (post-Bayer Animal Health) covering pharma and pet care; broader portfolio than Swedencare but overlaps in companion animal health and supplements.
- Mars Petcare: Largest global pet care platform with veterinary (Banfield, VCA, AniCura) and nutrition businesses; competes with Swedencare across veterinary channel and pet supplements.
- Nestlé Purina PetCare: Global pet food major with adjacent pet supplement/nutraceutical extensions (Pro Plan, Calming Care) — broad incumbent competing for premium supplement shelf space in the same retailers.
- Zoetis: World's largest animal health company; a broad incumbent whose pet-care portfolio spans dermatology, parasiticides, and nutrition that intersects with several of Swedencare's therapy areas.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Swedencare social profiles
Digital presenceSwedencare compliance and trust
Trust signalCompliance6 records
Swedencare financial estimates
Financial estimateRevenue estimate
Valuation estimate
Swedencare leadership team
Management profileNumber of profiles
Profiles12 records
Swedencare subsidiaries and ownership
Company hierarchySubsidiaries20 records
Swedencare funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Swedencare M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Swedencare
What does Swedencare do?
Swedencare develops, produces, markets, and sells premium pet health products for dogs, cats, and horses globally. The portfolio spans dental care, supplements, dermatology, calming aids, joint care, and treats across brands including ProDen PlaqueOff®, NaturVet®, nutravet®, Innovet, Pet MD®, Rx Vitamins, and others, sold through veterinary clinics, pet stores, e-commerce platforms, and FDMC retailers in approximately 70 countries.
Is Swedencare a public or private company?
Swedencare is a public company. It is classified as public and is currently operating.
When was Swedencare founded?
Swedencare was founded in 1995. It employs 51 to 100 people.
Where is Swedencare based?
Swedencare is headquartered in Malmö, Sweden, in the Europe region.
How does Swedencare make money?
One revenue line is on record: product Sales.
Who are Swedencare's main competitors?
Direct peers on record are Virbac, PetIQ, Dechra Pharmaceuticals, Phibro Animal Health, Vetoquinol and Zesty Paws (H&H Group). Broad incumbents are Elanco Animal Health, Mars Petcare, Nestlé Purina PetCare and Zoetis.
Does Swedencare have an API?
No public API is recorded for Swedencare.
What industry is Swedencare in?
Swedencare's product category is Pet Health Supplements and Nutraceuticals. Its primary akta.pro industry code is HLAMALAH, Weight Management & Metabolic Support Supplements, with a secondary code of HLAMAIAH, Specialty Veterinary Therapeutics Distribution (Oncology, Dermatology, Endocrinology). Its NAICS code is 31111 and its SIC code is 2834.