Canina
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.
- Company typePrivate
- Founded1984
- HeadquartersHamm, Germany
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
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.
Canina firmographics
Firmographics- 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
Canina industry classification
Industry- 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
Where Canina is headquartered
LocationHeadquarters
- HQ city
- Hamm
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Canina business model
Business model- 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
- 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.
- Care and Hygiene Products: NOVAGard Green product line for parasite control, ear care, eye care, paw care, coat care, and general hygiene for pets.
- Veterinary Medicines: Animal medicines sold exclusively to veterinarians and pharmacies through subsidiary Canina pharma GmbH & Co.KG.
- Contract Manufacturing / Private Label: Produces products under own labels for numerous well-known domestic and foreign companies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | End Consumer Pricing |
| Unit Pricing | Pay-as-you-go | Breeder Pricing |
| Unit Pricing | Pay-as-you-go | Retailer/Reseller Pricing |
| Unit Pricing | Pay-as-you-go | Product pricing examples |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels7 records
Canina product offering
Product offeringCore 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
Companies that use Canina
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles5 records
Canina technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Canina partnerships and signals
Strategic signalPartnerships
40 partnerships are on record, tiered core and minor.
- Canina Austria - DodancoreExclusive Austrian distributor for Canina products. Located in Kritzendorf, Lower Austria. Provides local sales and distribution services.
- MEIKO Heimtierbedarf AGcoreExclusive Swiss distributor for Canina products. Located in Villmergen, Switzerland.
- Henry Schein Vet (formerly Heiland Vet)coreExclusive nationwide distributor for Original Canidos product line for veterinary practices. Headquartered in Hamburg.
- Nextmune Italy S.r.l.coreItalian distributor for Canina products. Located in Palazzo Pignano, Italy.
- Animals Co. for Vet Supplies (Egypt)minorEgyptian distributor for veterinary supplies including Canina products. Located in Nasr City, Cairo.
- Dash Enterprise (India)minorIndian distributor. Markets Canina products through dogsandfur.com platform. Located in Bhubaneswar, Odisha.
- OOO ULTANA (Russia)minorRussian distributor for Canina products. Located in Moscow.
- Cosmos Pet Supplies Ltd (Greece)minorGreek distributor for pet supplies including Canina products. Located in Athens.
- SIA Baltik Akvastor / e-canina.eu (Finland/Latvia)minorBaltic region distributor covering Finland and Latvia. Website: e-canina.eu.
- Sorex dooel (Macedonia)minorMacedonian distributor for pet products including Canina. Located in Tetovo.
- Suziria Centr LLC (Ukraine)minorUkrainian distributor for Canina products. Located in Kyiv.
- Canina HungariaminorHungarian distributor for Canina products. Located in Békéscsaba.
- Canina.com.tr (Turkey)minorTurkish distributor for Canina products. Contact: Şefik SÜMBÜLOĞLU in Sivas.
- DJD Zagreb d.o.o. (Croatia)minorCroatian distributor for Canina products. Located in Sv.Nedelja near Zagreb.
- MEKO d.o.o. (Slovenia)minorSlovenian distributor for pet supplies including Canina products. Located in Domžale.
- Monego d.o.o. (Serbia)minorSerbian distributor for Canina products. Located in Pančevo.
- Royal Pet Co (Bosnia-Herzegovina)minorBosnian and Herzegovinian distributor for pet products. Located in Bijeljina.
- PVU MontVet (Montenegro)minorMontenegrin distributor. Located in Podgorica.
- MEATLOVE sp. z o. o. (Poland)minorPolish distributor for pet products including Canina. Located in Wilczyce.
- SC CLINY PET SRL (Romania)minorRomanian distributor for veterinary products including Canina. Located in Craiova.
- ANF CZ s.r.o. (Czech Republic)minorCzech distributor for Canina products. Located in Prague.
- UAB Kaivana (Lithuania)minorLithuanian distributor for pet products. Located in Kaunas.
- Serolf Trading Agency Limited (Malta)minorMaltese trading agency representing Canina products. Located in Pembroke.
- PetPro Trade Ltd (Israel)minorIsraeli distributor for pet products including Canina. VAT number: 516417722. Located in Tel Aviv.
- Rawnaq Altabiea For Feed EST (Saudi Arabia)minorSaudi Arabian distributor for pet feed and products. Located in Riyadh.
- Lifco Trading Co. LLC / Team EIM Kennel (UAE)minorUAE distributor for Canina products. Located in Sharjah through Lifco Trading Co. LLC.
- PT. Global Karya Cipta (Indonesia)minorIndonesian distributor for pet products. Located in Bandung.
- LEI CES - Joseph Yeo (Singapore)minorSingapore distributor for Canina products. Contact: Joseph Yeo.
- Canix Academy / Jungho You (South Korea)minorSouth Korean distributor and training partner for Canina products. Contact: Jungho You.
- Rie Katsui FLA k.k. (Japan)minorJapanese distributor for Canina products. Contact: Rie Katsui. Located in Tokyo.
- VetHimTrade LLP (Kazakhstan)minorKazakhstan distributor for veterinary products including Canina. Located in Ust-Kamenogorsk.
- Ltd. Profsotrudnichestvo (Belarus)minorBelarusian distributor for pet products including Canina. Located in Hatezhino.
- SAARBOX WLL (Bahrain)minorBahraini distributor for pet products. Located in Saar.
- ISUF BULKU (Albania)minorAlbanian distributor. Located in Tirane.
- Rubus LLC (Azerbaijan)minorAzerbaijani distributor for pet products. Located in Agstafa district.
- LTD smart food (Georgia)minorGeorgian distributor for pet products. Located in Tbilisi.
- Hami Gostar Heyvanat (Iran)minorIranian distributor for animal products. Located in Tehran.
- CRAZY PET SH.P.K (Kosovo)minorKosovar distributor for pet products. Located in Pristina.
- Svetlana Molchanova (Kyrgyzstan)minorKyrgyz distributor for pet products. Located in Kant city.
- Faisal Khaled Almari (Kuwait)minorKuwaiti distributor for Canina products.
Scale indicators7 records
Recent moves10 records
Expansion highlights4 records
Canina competitors and assessment
Company assessmentBroad 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
Canina compliance and trust
Trust signalCompliance2 records
Canina financial estimates
Financial estimateRevenue estimate
Valuation estimate
Canina leadership team
Management profileNumber of profiles
Profiles5 records
Canina subsidiaries and ownership
Company hierarchySubsidiaries1 record
Canina funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Canina M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Canina
What does Canina do?
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.
Is Canina a public or private company?
Canina is a private company. It is classified as family owned and is currently operating.
When was Canina founded?
Canina was founded in 1984. It employs 51 to 100 people.
Where is Canina based?
Canina is headquartered in Hamm, Germany, in the Europe region.
How does Canina make money?
Four revenue lines are on record. Supplementary Feed (Ergänzungsfuttermittel) is the primary driver. The others are care and Hygiene Products, veterinary Medicines and contract Manufacturing / Private Label.
Who are Canina's main competitors?
Broad incumbents on record are Beaphar, Trixie Heimtierbedarf, Nestlé Purina, Mars Petcare (Royal Canin / Pro Plan) and VetConcept. Direct peers are cdVet Naturprodukte, AniForte and GIMBORN (Arnolds Deutschland). Henry Schein Animal Health is listed as an others. WHISKAS / Mars brand portfolio specialists is listed as an emerging player.
Does Canina have an API?
No public API is recorded for Canina.
What industry is Canina in?
Canina's product category is Pet Nutritional Supplements and Care Products. Its primary akta.pro industry code is HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species). Its NAICS code is 3111 and its SIC code is 5122.