Pet health supplements have moved from a niche add-on to a core category in supermarkets, specialty pet retail, and private-label programs. As retailers and brand owners build out this category, the delivery format has become as important as the ingredient formula itself, because it determines how consistently pet owners can feed the product and how reliably pets absorb the nutrients.

Market estimates point to sustained growth. Grand View Research values the global pet supplements market at approximately USD 2.8 billion in 2025 and projects it to reach USD 4.6 billion by 2033. Mordor Intelligence separately estimates the pet dietary supplements segment will reach USD 5.11 billion by 2026, with a CAGR of 7.42% through 2031. These figures differ because of classification scope, but the direction is consistent: pet health supplements are a growth category with room for format-led differentiation.

Why delivery format is becoming a procurement question

For buyers evaluating pet health supplements, the key questions are not only what an ingredient does, but whether the pet will actually receive a complete dose every day. Traditional powders, tablets, and chewables have long been the default, but they share a set of practical problems: pets may refuse the product, hide or spit out a tablet, or receive an inaccurate dose when powder is mixed into food. These issues matter at retail because they directly affect repeat purchase rates.

Oral dissolvable films (ODF) and orally disintegrating tablets (ODT) address part of this problem by changing the route of administration. Instead of being swallowed and digested, the product dissolves in the mouth and absorbs through the oral mucosa. That makes the format relevant not just as a novelty, but as a functional answer to daily supplementation compliance.

The problem: traditional formats create friction

In daily use, conventional pet supplements face three practical barriers. First, feeding difficulty: pets may refuse to eat the product, hide it, or spit it out. Second, unstable absorption: powders and tablets are affected by the pet's digestive condition, which makes absorption efficiency variable. Third, inaccurate dosage: when a powder is mixed into food, there is no clear way to confirm the pet consumed the intended amount.

These barriers are not merely user-experience issues. They influence whether a retail customer finishes the pack, whether the product delivers visible results, and whether the brand earns repeat orders.

Novohope's entry point: ODF and ODT formats

Novohope is a pet supplement manufacturer and contract development partner focused on oral fast-dissolving formats. The company works across manufacturing, contract manufacturing, research and development, and brand agency, with export activity in Europe, North America, Southeast Asia, the Middle East, and East Asia. Novohope officially established as a brand in 2025, with a technical team that originated from the Wahsee Laboratory of the Chinese University of Hong Kong. According to Novohope, the company has also been selected for the 2025 Feifeng Talent Program, a project for leading technological talents.

Novohope EYES+ oral dissolvable film, one of the brand's functional pet supplement formats.

Novohope's product portfolio includes seven series: COAT+ for coat and skin health, EYES+ for eye health and tear stain management, CALM+ for calming and stress relief, BONE+ for joint and bone support, HEART+ for cardiovascular support, PROBIO for digestive care, and FIT+ for weight management. These formats are available as ODF or ODT, depending on the formulation.

According to Novohope's product data, EYES+ is an oral dissolvable film with a net weight of 2.1 g (0.074 oz), formulated to support vision health and reduce tear stains. COAT+ is a 2.5 g ODF designed to nourish skin and promote a shiny coat. CALM+ is an ODT format with 2.5 g (0.088 oz) per pack of ten films, containing calming ingredients for travel, noise, or separation-related stress. BONE+ is a 2.1 g ODT for joint and mobility support. HEART+ is a 2.1 g ODT for heart and vascular maintenance. PROBIO is a 2.5 g ODT with probiotics for digestive health. FIT+ is a 10-count ODT for weight management.

How the format works

The core mechanism of Novohope's oral films is adapted from human ODF technology. The product is a thin sheet that dissolves rapidly when it comes into contact with saliva. According to the company, the film melts within about 10 seconds, and the pet completes nutrient intake by licking it, without any forced feeding. Once dissolved, active ingredients are absorbed through the oral mucosa and enter the bloodstream directly, bypassing the stomach and intestinal tract.

This absorption pathway is significant for pets because their digestive physiology includes a short intestinal tract and high gastric acid levels, which can degrade traditional supplement ingredients before they are absorbed. Novohope reports that its film format reaches an absorption rate of up to 95%, compared with approximately 35% for some traditional formats. The company also notes that precise quantification is built into each single film, so dosage remains consistent from one serving to the next.

It is worth clarifying that “targeted” in Novohope's formulation language does not mean the ingredient targets a specific lesion. Rather, it means the delivery system is designed to carry the active ingredients efficiently and rapidly into the bloodstream.

Brand and quality context

For retail buyers, supplier certifications and quality control processes matter as much as product claims. Novohope reports that its products have obtained FDA food registration in the United States, GS1 international product codes, and have passed SDS and COA testing. The company also states its quality control process includes 100% full inspection before delivery plus third-party authoritative sampling testing.

Application scenarios: where ODF/ODT fits

The application scope for Novohope's ODF and ODT pet supplements covers seven common pet health goals: improvement of tear stains, hair quality, gastrointestinal health, calcium and bone status, emotional depression, weight, and heart condition. In a retail context, the format works across wholesale, retail, supermarket, brand chain stores, and food distribution industries.

Geographically, the products are positioned for markets including Germany, the United States, Canada, the United Kingdom, France, Hong Kong, Italy, Jamaica, Japan, South Korea, and Kuwait. Storage and use are designed for room temperature shelf placement, with no tools or mixing required.

What to evaluate when adding ODF/ODT to a retail assortment

For category managers, the first evaluation point is demand fit: which pet health targets matter most in the target market. The second is compliance: label claims, registration, and testing requirements. The third is supply chain capability: MOQ, lead time, capacity, and quality control. The fourth is format fit: whether an ODF or ODT aligns with existing brand architecture and user education needs.

ODF and ODT formats require relatively little shopper education because the core message is simple: fast dissolve, no mixing, no forced feeding. For retailers with limited shelf space, the compact packaging is an advantage. For private-label programs, single-dose formats can support consistent dosing and easier daily use, although unit economics depend on MOQ and formulation complexity.

Private-label and retail program example

Novohope's operational model includes OEM, ODM, brand agency, and distribution. Buyers can customize the recipe, brand, packaging design, and other requirements. The company reports monthly production capacity of 200,000,000 units, a lead time of 35 to 45 days, and a minimum order quantity of 3,000 units per SKU. After-sales support is provided through remote support.

An existing program illustrates the retail fit. One private-label program involved EM private label production and ODM custom formula development, with an order quantity of 200,000 units and distribution through chain supermarkets and retail stores across markets including Germany, UAE, Canada, Australia, France, and the United States. The cooperation has continued for three years, with the buyer reporting stronger pet health category sales, favorable market feedback, and stable repeat orders. The product highlights cited by the buyer were green safety, ease of use, and low pet resistance.

Market trend: format innovation is becoming a differentiator

The broader market supports the shift to more convenient formats. North America is the dominant regional market, accounting for 48.1% of global revenue share in 2025, while Asia-Pacific is projected to be the fastest-growing region, driven by rising pet humanization and healthcare spending in China and India. As competition intensifies, brands are looking for ways to differentiate beyond ingredient labeling.

Oral film technology in the pet sector is still in its early stage. Market Reports World notes that ODF innovation is focusing on disintegration times below 25 seconds and taste-masking palatability improvements of up to 47%. Novohope's stated 10-second dissolution time is faster than the general technology benchmark cited in this third-party report.

Quality standards are also becoming more visible to buyers. In the US, the National Animal Supplement Council (NASC) Quality Seal is a recognized industry standard that requires adherence to Good Manufacturing Practices (GMP) and rigorous labeling audits. Retail buyers should consider such programs when evaluating private-label partners.

Comparison with traditional supplement formats

These advantages do not make ODF and ODT universal replacements. Some active ingredients require higher serving weights or have physical properties that are difficult to incorporate into thin films. In those cases, a chewable or softgel may remain the more practical format. Also, individual pet taste preferences can still affect acceptance, though rapid dissolution helps reduce refusal behavior.

Future outlook

For buyers planning pet health supplement ranges, the direction is toward formats that make daily use easier, dosing more precise, and absorption more predictable. The combination of human-grade ODF technology and pet-specific nutrition is likely to expand beyond the current seven health targets. As oral film manufacturing capacity increases and MOQs become more accessible to mid-sized brands, ODF and ODT lines may become a standard shelf segment rather than a specialty category.

Private-label buyers should evaluate whether a prospective partner can support both custom formula development and brand packaging, and whether the production and quality systems align with the target market's regulatory expectations. Novohope's current capabilities in OEM/ODM, brand agency, and third-party quality testing provide a useful reference structure for this type of evaluation.

FAQ

This article is intended as an independent industry reference for buyers evaluating pet supplement formulations and delivery systems. Product claims and specifications are based on Novohope's published product and company data.