What VetIQ does

VetIQ is a direct-to-consumer pet health supplement brand operating as a sub-brand of PetIQ, LLC, founded in 2014 to deliver affordable, veterinarian-recommended health supplements for dogs and cats. The company's portfolio spans more than 18 SKUs across five health categories — joints and mobility, calming, allergy and itch, skin and coat, and general wellness — plus digestive probiotics and medication-delivery treats. Product extensions include a premium "Advanced" tier, single-serve digestive probiotic packets, and puppy-specific formulations, indicating active SKU breadth management.

The brand's core manufacturing technology is cold-formed soft chew production, a process the company claims preserves the potency of active ingredients (including proprietary ingredient brands Sporevia™ probiotic and TYNAGEN® postbiotic) more effectively than traditional cooking-based methods. All products are manufactured at a single facility in Springville, Utah to NASC (National Animal Supplement Council) quality standards using globally sourced ingredients. Pricing is uniform across the core line at approximately $13.99 per 60–90 count container, with premium variants priced up to $26.99 and pill treats at $6.99.

VetIQ generates revenue exclusively through its own e-commerce storefront at vetiq.com, with all transactions structured as one-time, pay-as-you-go purchases rather than subscriptions. The company serves individual dog and cat owners across the United States, with no disclosed geographic expansion, retail distribution, or veterinary-channel partnerships. Customer engagement is supported by a Pet Quiz recommendation tool that routes visitors to relevant products based on behavioral and lifestyle inputs, and the brand offers a 60-day money-back guarantee as a conversion mechanism. VetIQ has no disclosed leadership team, funding history, partnerships, patents, or AI/technology integrations beyond standard e-commerce functionality.

Name

VetIQ

Legal name

PetIQ, LLC

Website

https://vetiqpetcare.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Short description

VetIQ is a direct-to-consumer pet supplement brand under PetIQ, LLC, selling veterinarian-recommended cold-formed soft chews and probiotics for dogs and cats through its own U.S. e-commerce storefront at price points around $13.99.

Ownership category

akta.pro rank

Product category

Pet Health Supplements

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Animal Food Manufacturing (31111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

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

akta.pro secondary industries

Skin & Coat Supplements (HLAMALAB), Calming & Behavioral Support Supplements (HLAMALAD), Allergy & Anti-Inflammatory Supplements (HLAMALAL), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Immune Support Supplements (HLAMALAE), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Pet health supplements
• Dog soft chews
• Cat supplements
• Cold-formed chews
• Pet wellness products

Headquarters

HQ city

Glendale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: VetIQ generates revenue through direct-to-consumer sales of pet health supplements via their e-commerce website. Customers purchase soft chews and digestive probiotic products at various price points depending on the product type and quantity.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

VetIQ manufactures and sells veterinarian-recommended pet health supplements in soft chew, tablet, and single-serve powder packet formats for dogs and cats. The portfolio covers joint and mobility support, calming, allergy relief, skin and coat health, digestive health, multivitamins, flea and tick defense, hairball relief, and pill delivery treats. Products are produced in the USA using cold-formed soft chew technology to preserve active-ingredient potency and are sold direct-to-consumer through the vetiq.com storefront.

Product overview

VetIQ is a pet health supplement company offering a comprehensive portfolio of veterinarian-recommended soft chews, tablets, and packets for dogs and cats. The product lineup spans five main health categories: Joints & Mobility (Hip & Joint, Advanced Hip & Joint, Cat Hip & Joint), Calming (Calming, Advanced Calming, Cat Calming), Allergy & Itch (Allergy Pro+, Cat Allergy Pro+), Skin & Coat, and General Wellness (Multivitamin, 8-IN-1 MULTI, Multi Functional). Additional products include digestive probiotics (Dog Probiotic, Advanced Probiotic, Cat Probiotic, Cat Digestive Probiotic), flea & tick defense, pill treats, and cat hairball relief. Products are manufactured in the USA with globally sourced ingredients using cold-formed soft chew technology to preserve ingredient potency.

Differentiator

Problem solved

Functional benefit

Products and services

• Hip & Joint (Dog)

Quantifiable outcome

• Psyllium husk and slippery elm clinically tested to reduce hairball symptoms by 29% over 14 days

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Petlab Co. DTC pet wellness brand focused on dental, joint, calming, and digestive chews for dogs — directly comparable business model and target customer to VetIQ.
• Zesty Paws: DTC pet supplement brand offering soft chews for joint, calming, skin/coat, allergy, and digestive health in dogs and cats — same product format, same channels, and directly overlapping condition categories with VetIQ.
• Nutri-Vet: Pet supplement brand selling soft chews and tablets across joint, calming, allergy, and skin/coat — direct overlap with VetIQ's core soft chew assortment at similar value price points.
• NaturVet: Long-standing pet supplement manufacturer offering soft chews, liquids, and tablets across joint, calming, skin/coat, allergy, and digestive — directly overlaps VetIQ's SKU coverage and NASC-aligned quality positioning.
• Native Pet: Premium DTC pet supplement brand (acquired by Mars) with overlapping categories including calming, joint, and digestive — competes for the same DTC pet parent audience as VetIQ.
• PetNC Natural Care: Pet supplement brand offering hip & joint, calming, skin & coat, allergy, and probiotic soft chews — essentially the same condition-specific soft chew portfolio as VetIQ.
• Pet Honesty: DTC pet wellness brand selling soft chews and supplements across joint, allergy, calming, skin/coat, and digestion — near-identical portfolio breadth, channels, and customer base to VetIQ.
• Cosequin (Nutramax Laboratories): Veterinary-recommended joint health brand for cats and dogs — competes head-to-head with VetIQ's Hip & Joint and Advanced Hip & Joint SKUs in the same mobility category.

Broad incumbents

• Tomlyn (Vetoquinol): Vetoquinol's pet supplement brand offering calming, joint, and immune support products — overlaps with VetIQ categories but operates within a larger animal health corporate portfolio with broader veterinary-channel distribution.
• Vet's Best: Pet wellness brand offering supplements and topical care including calming, allergy, and skin/coat — comparable condition-specific soft chew portfolio to VetIQ, distributed across retail and DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/VetIQpets

Compliance1 record

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 VetIQ