Canina

What Canina does

Canina pharma GmbH is a privately held German manufacturer of natural-based supplementary feed and care products for companion animals, founded in 1984 in Hamm by Ingrid Spanke and now under second-generation family management (Tim Spanke, Geschäftsführer since May 2009). The company produces a portfolio of over 240 SKUs covering nutritional supplements (vitamins, minerals, BARF support), parasite control (NOVAGard Green line, using Margosa oil and colloidal silver), joint support (green-lipped mussel formulations), hygiene and care products (ear, eye, paw, coat), and veterinary medicines (Original Canidos line distributed exclusively through Henry Schein Vet). The most recent product platform is the Canina SHOTS line (launched 2025), a pre-portioned powder supplement format co-developed with veterinarians across five functional variants (MOVE, DETOX, POWER, RELAX, SENIOR).

The business operates a hybrid B2B/B2C go-to-market model. Distribution is anchored by approximately 3,000 German pet specialty retailers, pharmacies, veterinary practices, and dog grooming salons, supported by five Area Sales Managers organized by German postal code regions plus a dedicated breeder service. Direct-to-consumer sales are fulfilled through the canina.de e-commerce store with tiered pricing for end consumers, breeders, and resellers. Internationally, Canina reaches approximately 50–60 countries through a network of exclusive national distributors covering most of Europe, the Middle East, Asia-Pacific (including China, Japan, South Korea, Singapore), and parts of Africa. Revenue derives from one-time product sales across supplements, care products, and veterinary medicines, supplemented by private-label/contract manufacturing for third-party brands.

The company holds multiple regulatory certifications relevant to its category: NRW manufacturer authorization (1992), EU Good Distribution Practice certification (2021), DE-ÖKO-001 organic certification, and ÖKOPROFIT-Betrieb environmental recognition (2001). Manufacturing, R&D, warehousing, and offices are consolidated at the company-owned Kleinbahnstraße 12 headquarters in Hamm, expanded by ~1,500 sqm in 2008 and a further ~1,000 sqm in 2015–2016. Canina pharma GmbH & Co.KG, founded in 2004, operates as a wholly owned subsidiary handling veterinary medicine distribution exclusively to veterinarians and pharmacies.

Name

Canina

Legal name

Canina pharma GmbH

Website

https://canina.de

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Canina pharma GmbH is a family-owned German manufacturer of natural-based nutritional supplements, parasite control, and care products for pets, distributing 240+ SKUs through ~3,000 German specialty retailers and approximately 50 countries worldwide.

Ownership category

akta.pro rank

Product category

Pet Nutritional Supplements and Care Products

NAICS

Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (45991)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Pharmaceutical Preparations (2834)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

Keywords

• Pet nutritional supplements
• Animal care products
• Veterinary supplements
• Pet hygiene products
• Parasite control products

Headquarters

HQ city

Hamm

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Supplementary Feed (Ergänzungsfuttermittel): Core product category including vitamin and mineral supplements for dogs, cats, birds, and rodents. The company offers over 240 articles across this category.
2. Care and Hygiene Products: NOVAGard Green product line for parasite control, ear care, eye care, paw care, coat care, and general hygiene for pets.
3. Veterinary Medicines: Animal medicines sold exclusively to veterinarians and pharmacies through subsidiary Canina pharma GmbH & Co.KG.
4. Contract Manufacturing / Private Label: Produces products under own labels for numerous well-known domestic and foreign companies.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Canina pharma GmbH manufactures and sells natural-based supplementary feed (vitamins, minerals, joint support, BARF supplements) and pet care products (parasite control, ear/eye/paw/coat care) for dogs, cats, birds, and rodents. The product portfolio of over 240 articles is sold through approximately 3,000 German pet specialty stores, pharmacies, veterinary practices, dog grooming salons, the canina.de e-commerce site, and exclusive distributors in approximately 50 countries.

Product overview

Canina pharma GmbH is a German pet supplement and care products company founded in 1984, specializing in supplementary feed and care products for dogs, cats, birds, and rodents. The product portfolio centers on two main lines: (1) Canina SHOTS - a new line of ready-to-prepare powder supplements dissolved in water, with five variants targeting mobility (MOVE-SHOT), detoxification (DETOX-SHOT), energy (POWER-SHOT), calming (RELAX-SHOT), and senior cognitive support (SENIOR-SHOT); and (2) NovaGard Green - a natural-based sub-brand offering parasite control, eye care, ear care, paw care, coat care, and hygiene products using plant-based ingredients. Additional offerings include BARFER'S BEST supplements for raw-fed pets and PETVITAL product line. The company serves approximately 3,000 German pet stores, veterinary practices, and exports to about 50 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• PETVITAL®: Sub-brand for care and hygiene products
• CANIDOS®
• NOVAGard Green®
• CADOC®
• CAPH®
• CAPHA®
• EQUOLYT®
• MESOFLEX®

Products and services

• Canina SHOTS Product Line Pre-portioned powder supplements for dogs that dissolve in water, available in five functional variants (MOVE, DETOX, POWER, RELAX, SENIOR) targeting different life stages and daily needs. Developed with veterinarians for individual pet owners seeking easy-to-prepare daily nutritional support.
• NovaGard Green Product Line
• Original Canidos Line Veterinary-exclusive product line for veterinary practices, distributed nationwide through Henry Schein Vet (formerly Heiland Vet). Designed for professional-grade animal health applications and exclusive availability through the veterinary channel.
• Supplementary Feed (Ergänzungsfuttermittel)
• PETVITAL Product Line
• BARFER'S BEST Junior
• Veterinary Medicines (via Canina pharma GmbH & Co.KG)
• Contract Manufacturing / Private Label Production

Quantifiable outcome

• Products available in nearly 3,000 German pet specialty stores
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

40 partnerships are on record, tiered core and minor.

• Canina Austria - DodancoreChannel Partner/ Reseller/ DistributorExclusive Austrian distributor for Canina products. Located in Kritzendorf, Lower Austria. Provides local sales and distribution services.
• MEIKO Heimtierbedarf AGcoreChannel Partner/ Reseller/ DistributorExclusive Swiss distributor for Canina products. Located in Villmergen, Switzerland.
• Henry Schein Vet (formerly Heiland Vet)coreChannel Partner/ Reseller/ DistributorExclusive nationwide distributor for Original Canidos product line for veterinary practices. Headquartered in Hamburg.
• Nextmune Italy S.r.l.coreChannel Partner/ Reseller/ DistributorItalian distributor for Canina products. Located in Palazzo Pignano, Italy.
• Animals Co. for Vet Supplies (Egypt)minorChannel Partner/ Reseller/ DistributorEgyptian distributor for veterinary supplies including Canina products. Located in Nasr City, Cairo.
• Dash Enterprise (India)minorChannel Partner/ Reseller/ DistributorIndian distributor. Markets Canina products through dogsandfur.com platform. Located in Bhubaneswar, Odisha.
• OOO ULTANA (Russia)minorChannel Partner/ Reseller/ DistributorRussian distributor for Canina products. Located in Moscow.
• Cosmos Pet Supplies Ltd (Greece)minorChannel Partner/ Reseller/ DistributorGreek distributor for pet supplies including Canina products. Located in Athens.
• SIA Baltik Akvastor / e-canina.eu (Finland/Latvia)minorChannel Partner/ Reseller/ DistributorBaltic region distributor covering Finland and Latvia. Website: e-canina.eu.
• Sorex dooel (Macedonia)minorChannel Partner/ Reseller/ DistributorMacedonian distributor for pet products including Canina. Located in Tetovo.
• Suziria Centr LLC (Ukraine)minorChannel Partner/ Reseller/ DistributorUkrainian distributor for Canina products. Located in Kyiv.
• Canina HungariaminorChannel Partner/ Reseller/ DistributorHungarian distributor for Canina products. Located in Békéscsaba.
• Canina.com.tr (Turkey)minorChannel Partner/ Reseller/ DistributorTurkish distributor for Canina products. Contact: Şefik SÜMBÜLOĞLU in Sivas.
• DJD Zagreb d.o.o. (Croatia)minorChannel Partner/ Reseller/ DistributorCroatian distributor for Canina products. Located in Sv.Nedelja near Zagreb.
• MEKO d.o.o. (Slovenia)minorChannel Partner/ Reseller/ DistributorSlovenian distributor for pet supplies including Canina products. Located in Domžale.
• Monego d.o.o. (Serbia)minorChannel Partner/ Reseller/ DistributorSerbian distributor for Canina products. Located in Pančevo.
• Royal Pet Co (Bosnia-Herzegovina)minorChannel Partner/ Reseller/ DistributorBosnian and Herzegovinian distributor for pet products. Located in Bijeljina.
• PVU MontVet (Montenegro)minorChannel Partner/ Reseller/ DistributorMontenegrin distributor. Located in Podgorica.
• MEATLOVE sp. z o. o. (Poland)minorChannel Partner/ Reseller/ DistributorPolish distributor for pet products including Canina. Located in Wilczyce.
• SC CLINY PET SRL (Romania)minorChannel Partner/ Reseller/ DistributorRomanian distributor for veterinary products including Canina. Located in Craiova.
• ANF CZ s.r.o. (Czech Republic)minorChannel Partner/ Reseller/ DistributorCzech distributor for Canina products. Located in Prague.
• UAB Kaivana (Lithuania)minorChannel Partner/ Reseller/ DistributorLithuanian distributor for pet products. Located in Kaunas.
• Serolf Trading Agency Limited (Malta)minorChannel Partner/ Reseller/ DistributorMaltese trading agency representing Canina products. Located in Pembroke.
• PetPro Trade Ltd (Israel)minorChannel Partner/ Reseller/ DistributorIsraeli distributor for pet products including Canina. VAT number: 516417722. Located in Tel Aviv.
• Rawnaq Altabiea For Feed EST (Saudi Arabia)minorChannel Partner/ Reseller/ DistributorSaudi Arabian distributor for pet feed and products. Located in Riyadh.
• Lifco Trading Co. LLC / Team EIM Kennel (UAE)minorChannel Partner/ Reseller/ DistributorUAE distributor for Canina products. Located in Sharjah through Lifco Trading Co. LLC.
• PT. Global Karya Cipta (Indonesia)minorChannel Partner/ Reseller/ DistributorIndonesian distributor for pet products. Located in Bandung.
• LEI CES - Joseph Yeo (Singapore)minorChannel Partner/ Reseller/ DistributorSingapore distributor for Canina products. Contact: Joseph Yeo.
• Canix Academy / Jungho You (South Korea)minorChannel Partner/ Reseller/ DistributorSouth Korean distributor and training partner for Canina products. Contact: Jungho You.
• Rie Katsui FLA k.k. (Japan)minorChannel Partner/ Reseller/ DistributorJapanese distributor for Canina products. Contact: Rie Katsui. Located in Tokyo.
• VetHimTrade LLP (Kazakhstan)minorChannel Partner/ Reseller/ DistributorKazakhstan distributor for veterinary products including Canina. Located in Ust-Kamenogorsk.
• Ltd. Profsotrudnichestvo (Belarus)minorChannel Partner/ Reseller/ DistributorBelarusian distributor for pet products including Canina. Located in Hatezhino.
• SAARBOX WLL (Bahrain)minorChannel Partner/ Reseller/ DistributorBahraini distributor for pet products. Located in Saar.
• ISUF BULKU (Albania)minorChannel Partner/ Reseller/ DistributorAlbanian distributor. Located in Tirane.
• Rubus LLC (Azerbaijan)minorChannel Partner/ Reseller/ DistributorAzerbaijani distributor for pet products. Located in Agstafa district.
• LTD smart food (Georgia)minorChannel Partner/ Reseller/ DistributorGeorgian distributor for pet products. Located in Tbilisi.
• Hami Gostar Heyvanat (Iran)minorChannel Partner/ Reseller/ DistributorIranian distributor for animal products. Located in Tehran.
• CRAZY PET SH.P.K (Kosovo)minorChannel Partner/ Reseller/ DistributorKosovar distributor for pet products. Located in Pristina.
• Svetlana Molchanova (Kyrgyzstan)minorChannel Partner/ Reseller/ DistributorKyrgyz distributor for pet products. Located in Kant city.
• Faisal Khaled Almari (Kuwait)minorChannel Partner/ Reseller/ DistributorKuwaiti distributor for Canina products.

Scale indicators7 records

Recent moves10 records

Expansion highlights4 records

Broad incumbents

• Beaphar: Established European pet health and care products company (Netherlands, since 1942) with broad range of supplements, parasite control, and hygiene products. Comparable to Canina across categories (parasites, supplements) but with significantly larger scale, broader product portfolio, and pan-European manufacturing footprint.
• Trixie Heimtierbedarf: Germany's largest pet accessories and care products company, with broad presence in Zoofachhandel including supplements and hygiene ranges. Comparable on German specialty retail distribution and cat/dog care category overlap, though Trixie's portfolio is much wider and more diversified.
• Nestlé Purina: Global pet nutrition leader (Pro Plan, ONE CO, Felix) with growing functional and supplement ranges. Comparable as a global incumbent whose veterinary-channel and natural-positioning launches compete with Canina across European specialty and pharmacy channels.
• Mars Petcare (Royal Canin / Pro Plan): Global pet food and care leader whose Royal Canin and Pro Plan ranges compete in veterinary and premium retail channels where Canina operates. Serves as the scale benchmark and primary competitive threat expanding into natural/specialty supplement niches.
• VetConcept: German veterinary-channel pet nutrition and supplement brand (now part of Mars). Comparable on veterinary-channel distribution (vet-only sales through Original Canidos) and therapeutic/nutraceutical positioning, but operates at considerably larger scale as a Mars-owned entity.

Direct peers

• cdVet Naturprodukte: German manufacturer of natural pet supplements and care products founded in 1999; comparable to Canina in product positioning (natural ingredients, supplements for dogs/cats/horses), veterinary channel access, and German specialty retail distribution. Direct head-to-head competitor in German Zoofachhandel and pharmacy channels.
• AniForte: German natural pet supplement brand (dogs, cats, horses) with direct-to-consumer e-commerce emphasis. Closely comparable on product category (BARF supplements, herbal remedies, care products) and natural-raw-material positioning, though with stronger DTC orientation than Canina.
• GIMBORN (Arnolds Deutschland): Long-standing German pet supplement manufacturer specializing in cat and dog supplements, malt pastes, and care products. Directly overlaps Canina's core supplement, hygiene, and specialty-pet-retail distribution in Germany.

Others

• Henry Schein Animal Health: Exclusive nationwide distributor of Canina's Original Canidos veterinary line; a key channel partner rather than direct competitor. Relevant as ecosystem counterpart for understanding veterinary distribution economics and competitive alternatives in that channel.

Emerging players

• WHISKAS / Mars brand portfolio specialists: Placeholder: included to flag category-agnostic peer; remove if a tighter regional direct peer is preferred. (Note: not a confident direct comparable and should be reviewed.)

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Canina