Innovet

What Innovet does

Innovet Italia Srl is an Italian pet health supplement company founded in 1995 and headquartered in Saccolongo (Padova), operating as a wholly-owned subsidiary of Swedencare AB (publ), a Swedish company listed on NASDAQ First North Growth Market. The company develops and sells premium complementary feeds and dermatological products for dogs and cats across therapeutic categories including joint health, skin and coat, cognitive function, gut health, metabolism, ear and eye care, oral care, urinary tract, and nervous system support. Its proprietary Aliamides technology platform is built on ultra-micronized palmitoylethanolamide (PEA-um), Adelmidrol, and patented derivatives such as Olaliamid (olive-oil-derived acylethanolamides), with additional patented eggshell membrane and PGA-m (micronized palmitoyl-glucosamine) ingredients protected by international patents.

The business model is a one-time purchase CPG model with no subscription or recurring revenue layer. Products are priced between €13 and €267 across packaging sizes and sold through four channels: direct e-commerce on the company website, the Amazon Italy marketplace, an authorized Italian reseller network of over 100 pet shops, veterinary pharmacies, and agricultural stores, and veterinary clinics for professional-use SKUs. The company serves two primary end segments — pet owners (dogs and cats) purchasing directly or through retail, and veterinary professionals who both purchase clinical products and access a dedicated educational portal containing Vet News, Video Academy, Case Reports, Bibliovet scientific bibliography, and the InnVetMed journal. Marketing combines content marketing, organic social, SEO, email, event participation, and Amazon marketplace optimization. Innovet's brand heritage is anchored to 30+ years of research and the scientific legacy of Nobel Prize winner Rita Levi Montalcini, and the company operates within Swedencare's global distribution network spanning approximately 65 countries through nine subsidiaries, though direct Italian revenue capture is the entity's primary commercial footprint.

Name

Innovet

Legal name

Innovet Italia Srl

Website

https://innovet.it

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Innovet Italia Srl is an Italian developer and seller of premium science-based pet health supplements for dogs and cats, built on proprietary Aliamides and patented ingredient technologies, distributed via Amazon, authorized resellers, and veterinary channels as a subsidiary of Swedencare AB.

Ownership category

akta.pro rank

Product category

Pet Health Supplements

NAICS

Animal Food Manufacturing (3111), Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO)

akta.pro secondary industries

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Non-Antibiotic Health & Performance Supplements (Immune, Gut Health, Stress/Heat Support) (AFADALAO), Feed Additives & Medicated Feed (Coccidiostats, Ionophores, Antibiotic Alternatives) (HLAMAHAI)

Keywords

• Pet health supplements
• Veterinary nutraceuticals
• Complementary pet feeds
• Pet dermatological products
• Animal joint care

Headquarters

HQ city

Padova

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Health Supplements Sales: Sale of complementary feeds and topical products for pet health including supplements for joints, skin, brain, gut, metabolism, ears, eyes, and urinary tract. Products sold as one-time purchases with various packaging sizes. Revenue generated through direct e-commerce, Amazon marketplace, and authorized resellers.
2. Professional Veterinary Products: Professional-use products like Aurìa® Soluzione Pro sold to veterinary clinics for use by veterinarians and technical staff.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Innovet develops, manufactures, and sells science-based complementary feeds (nutraceuticals) and dermatological/otological products for dogs and cats, organized into therapeutic lines covering joints, oral care, brain and behavior, skin and coat, gut health, metabolism, eyes, ears, nervous system, and urinary tract. Products are built on the proprietary Aliamides platform (PEA and Adelmidrol) with patented ultra-micronization and are distributed across Italy through authorized resellers, Amazon, own e-commerce, and veterinary clinics, with international reach via parent Swedencare AB.

Product overview

Innovet is a science-based company developing premium supplements for pet health, operating for over 30 years. The company focuses on Aliamides (PEA and Adelmidrol-based substances) to support natural protective responses in animals. Innovet's product portfolio is organized into therapeutic categories: Joint Health (Condrogen®, Condrostress®, Glupacur®), Oral Care (Restomyl® line), Brain/Cognitive Health (Calmalia®, Senilife®), Skin Care (Redonyl®, Retopix®, Redoderm®, Repy®), Gut Health (Normalia®), Metabolism (Oleea®), Eye Care (Oculvet®), Ear Care (Aurìa®), Nervous System (Alevica®), and Urinary Tract (Urys®, Nefrys®). Products are complementary feeds and dermatological products for dogs and cats, sold primarily through veterinary channels, Amazon, and pet stores. The company is a subsidiary of Swedencare AB (publ), Sweden.

Differentiator

Problem solved

Functional benefit

Brands

• SkinALIA: A dermatology research and innovation brand dedicated to skin health in companion animals, featuring products for skin sensitivity and allergies.
• Arthro System (Articolazioni Protette)
• SalvagliLaPelle

Products and services

• Condrostress® Mobility Complementary feed for adult and senior dogs with limited mobility, supporting proper joint function with eggshell membrane, vitamin E, vitamin C, and Boswellia serrata extract.
• Condrogen® Adult & Sport Complementary feed for healthy adult dogs and sporting dogs, supporting joint performance with palmitoyl-glucosamine (PGA-m), fish collagen, selenium, and vitamin E.
• Condrogen® Puppy Complementary feed for large/giant breed puppies during the growth phase, supporting proper joint development with chondroitin sulphate, palmitoyl-glucosamine, and Oxiforce® (SOD and nucleotides).
• Condrostress® (+) Cat Complementary feed for adult and senior cats with limited activity, supporting joint health with eggshell membrane and vitamin E.
• Glupacur® Complementary feed for dogs and cats of all ages providing joint relief with palmitoyl-glucosamine (PGA-m), curcumin from Curcuma longa, and vitamin E.
• Restomyl® Dentalbones Complementary feed for daily dental hygiene in dogs and cats, controlling plaque and tartar buildup with Ascophyllum nodosum (A.N. ProDen®).
• Restomyl® Gel Product for maintaining oral mucosa health in dogs and cats.
• Restomyl® Toothpaste Toothpaste with anti-plaque, antibacterial and whitening action for daily cleaning of dogs' and cats' teeth, containing bromelain, thymol, and adelmidrol.
• Restomyl® Dentalcroq Complementary feed for oral health in dogs and cats, improving breath and controlling plaque and calculus with Ascophyllum nodosum.
• Restomyl® Supplement Nutritional supplement for oral health in dogs and cats, preventing dental plaque formation and improving breath with Ascophyllum nodosum.
• Calmalia® Complementary feed helping dogs restore peace of mind and supporting emotional balance.
• Senilife® Plus Complementary feed for senior dogs and cats, improving cognitive functions and memory with PEA-um, DHA, phosphatidylserine, pyridoxine, and vitamin E.
• Redonyl® Veggy Chews Complementary feed for supporting the gut-skin axis function in dogs and cats.
• Redonyl® Ultra Complementary feed for skin and coat health in dogs and cats, with ultra-micronized palmitoylethanolamide (PEA-um), essential fatty acids, and biotin.
• Retopix® Fluido Dermatological fluid with soothing and moisturizing action for normalizing skin areas affected by redness, skin shedding, and dryness.
• Retopix® Mousse Dermatological mousse with soothing, sanitizing and adsorbent action for skin areas affected by redness, dandruff, and oily secretions.
• Retopix® Spray Dermatological solution with soothing and sanitizing action for normalizing skin areas affected by redness and bad odor.
• Redoderm® Shampoo Shampoo for gentle cleansing of skin and hair coat of dogs and cats, maintaining skin barrier integrity with ceramides, traumatic acid, echinacea extract, and undecylenic acid.
• Repy® Gel Dermatological gel for skin re-epithelialisation in dogs and cats, promoting wound healing with adelmidrol, hyaluronic acid, traumatic acid, and echinacea extract.
• Repy® Dress HA Sterile single-use dressing to promote healing of skin lesions in dogs and cats.
• Normalia® Extra Complementary feed for long-term intestinal function in dogs, with ultra-micronized PEA, bovine colostrum, Bacillus velezensis probiotic, and electrolytic complex.
• Normalia® Fast Complementary feed for maintaining correct intestinal transit in dogs and cats, with micronized palmitoyl-glucosamine, bentonite, tannic acid, and electrolytic complex.
• Oleea® Complementary feed for overweight dogs and cats, supporting the endocannabinoid system and adipose tissue homeostasis with Olaliamid® (OEA, PEA, LEA acylethanolamides from olive oil) and vitamin E.
• Oculvet® Gel Lubricant and humectant eye gel for dogs and cats, protecting the ocular surface in dry-eye conditions with hyaluronic acid, carbomer, medium-chain triglycerides, traumatic acid, and adelmidrol.
• Oculvet® Gocce Soothing and lubricant eye drops for dogs and cats, relieving red eyes caused by unfavorable environmental conditions with adelmidrol and hyaluronic acid.
• Oculvet® Salviettine Sterile cleansing, soothing and humectant eye wipes for dogs and cats, for cleaning the periocular area with adelmidrol, plant extracts, and hyaluronic acid.
• Aurìea® Soluzione Pro Professional solution for in-depth cleaning of the ear canal in dogs and cats, dissolving earwax and removing exudates with dioctyl-sodium-sulfosuccinate, carbamide peroxide, and adelmidrol; for professional veterinary use only.
• Aurìea® Detergente Gentle ear-cleansing solution for dogs and cats, removing excess earwax while maintaining natural ear balance with plant-based squalane, acetic acid, and adelmidrol.
• Aurìea® Gocce Soothing, sanitising and restructuring ear drops for dogs and cats, normalizing the outer ear affected by redness, waxy secretions, and bad odour with usnic acid, undecylenic acid, phytosphingosine, and traumatic acid.
• Alevica® Complementary feed for the well-being of the nervous system in dogs and cats, supporting nociceptive function with ultra-micronized PEA.
• Urys® Complementary feed for the well-being of the lower urinary tract in dogs and cats.
• Nefrys® Complementary feed for the well-being of the upper urinary tract in dogs and cats, with ultra-micronized PEA, silymarin, chitosan, and calcium carbonate.

Quantifiable outcome

• Products proven effective through scientific research published in peer-reviewed literature

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Fondazione Salute Animale (FSA)minorStrategic or Co-development PartnerCollaborated with Innovet to produce educational content including the 'Salute Articolare del Cane' guide published in March 2021, dedicated to protecting joint health in dogs.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hill's Pet Nutrition: Science-led prescription and life-stage pet nutrition brand from Colgate-Palmolive, distributed via vet clinics — direct overlap with Innovet's veterinary recommendation model and condition-specific positioning.
• Ceva Animal Health: Multinational veterinary pharma and care company with companion-animal dermatology, joint, and behavioral product lines sold across Europe — comparable operating geography and channel mix to Innovet.
• Vetoquinol: European-headquartered animal-health group with companion-animal therapeutics and care products distributed via veterinary clinics, competing for the same Italian and EU vet-channel shelf space.
• Virbac: Global animal-health company with a substantial companion-animal nutrition and dermatology portfolio distributed through veterinary channels, operating at a broader and more international scale than Innovet.
• Dechra Pharmaceuticals: Specialty veterinary pharmaceuticals firm with a focused companion-animal portfolio including dermatology, ophthalmology and otic products — overlaps directly with Innovet's Oculvet, Aurìca, Retopix and Repy lines.
• Royal Canin (Mars Petcare): Premium pet nutrition and therapeutic-diet incumbent whose veterinary-channel health-nutrition line competes with Innovet's complementary feeds for life-stage and condition-specific share.

Direct peers

• VetriScience Laboratories: U.S.-headquartered veterinary supplement brand selling condition-targeted chews, capsules and topicals (joint, skin, calming, urinary) through vet channels — the closest external analogue to Innovet's portfolio, GTM, and clinical positioning.
• Nutramax Laboratories: Veterinary supplement specialist behind Cosequin and Dasuquin, with patented joint-health actives and a vet-recommended distribution model that closely mirrors Innovet's Aliamides + vet-channel strategy.
• NaturVet (Swedencare): Sister brand under Swedencare AB selling premium pet supplements in the U.S.; comparable product architecture (joint, skin, calming, dental) and shared parent distribution network.
• nutravet (Swedencare): UK sister brand under Swedencare marketing premium pet supplements through veterinary practices — close functional overlap with Innovet and shared Swedencare commercial infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/innovet.it
• LinkedInlinkedin.com/company/istituto-geriatrico-milanese-spa
• Instagraminstagram.com/innovet
• Xx.com/innovetit

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 Innovet