Hi readers!
Feline Business Brief had the opportunity to visit Hong Kong last week. And of course, we took the opportunity to browse the city’s cat brands!
I think she runs this shop. Sheung Wan district, Hong Kong.
Hong Kong has the highest per-capita spending on cats in Asia. It’s also one of the world’s most trend-forward places (and my original hometown!). Anything that’s trendy there often takes Western countries by storm.
This week, we’re taking a look at cat wellness supplements. It’s still a niche area in the USA and Europe, but in Hong Kong it’s definitely a thing.
Is Hong Kong’s cat supplements craze a sign of what’s to come, or what to avoid? Are we facing a ‘Goop-ification’ of cat wellness?
Let us know what you think!
P.S. Feline Business Brief will be attending the Pet & Aquatics Trade Show (PATS) next week in Birmingham, UK! Give us a shout if you’d like to meet! 😸
In the news
🐈⬛ CATalyst Council Releases Feline Market Insights Volume III: Continued Market Outperformance by Cats
🐱 Two new cat photo books out: ‘Feline’ and ‘Shop Cats of New York’
Inside Hong Kong’s feline wellness boom (and why the West should pay attention)
Walk through Hong Kong’s pet shops and you’ll find cat supplements featuring bold claims: “anti-allergy,” “immune boost,” “longevity support.”
Sounds good. So what’s the problem?
Labels that suggest therapeutic effects, such as treating allergies or preventing disease, usually require rigorous clinical data in human or veterinary medicine.
But most pet supplements bypass this scrutiny. Ingredients like cordyceps, reishi, or turmeric may have intriguing studies in people or lab animals, yet evidence in cats is thin.
Hong Kong’s cat craze
In Hong Kong, cat parents are at the forefront of cat wellness. They increasingly want holistic, herbal, functional supplements as part of feline care.
Since 2021, Hong Kong has led Asia in per-capita spend on cats. Cat parents there spend an average of HK$2,000 (US$257) per month on their cat. (In contrast, Rover puts U.S. average monthly spending on a medium-sized cat at between US$70 and US$260.)
Hong Kong’s smaller living spaces, long working hours and low (human) birth rate have driven demand for cats over dogs.
And Hongkongers’ penchant for spending on enhanced wellness is driving demand for anything they think will ‘boost’ their cats’ health.
What’s hot in Hong Kong
Like dog supplements in the USA and UK, holistic cat supplements sold in Hong Kong carry a range of health claims:
Anti-ageing
Improved vision
Gut / skin / joint health
Immune health
Calming / soothing
Unsurprisingly, Traditional Chinese Medicine (TCM) features heavily, from cordyceps to lingzhi mushrooms and longan fruit.
One prominent TCM pet brand is ProVet, launched in 2020 by longstanding TCM brand Wai Yuen Tong, building on over 120 years of selling TCM to humans.
ProVet says its formulas are developed by vets with TCM expertise, and that they pass heavy metal, pesticide and microbial residue tests for safety. Price points are premium (typically US$40-50 a bottle for 30 capsules).
“No more coughing and my eyes don’t tear up so much when the seasons change!” - the cat, probably.
Cat supplement boom on the horizon?
In Western markets, feline supplements are still niche. But early signals suggest a surge is on the horizon:
New feline-focused products are appearing, including the recent launch of Zenapet’s wellness supplement, Cat Colostrum Plus, for example. Other products include Pet Honesty’s feline Urinary Tract Health Chews and Kradle’s launch of its first line of cat supplements.
Consumer appetite: Dog owners are already willing to pay more for food labeled with health claims. One study found the highest average prices per pound were for products with labels claiming “allergy relief”, “weight management”, “sensitive skin” and “sensitive digestion.”
Supplements are getting a lot of traction on social media. Witness the explosion of TikToks about Fifth & Fido’s Turkey Tail+ mushroom-based food topper which claims to “shrink lumps and bumps.” Many dog parents have claimed the supplement shrank their dog’s tumours.
Mounting vet bills: 79% of global pet parents would spend money on proactive care in an attempt to avoid larger vet bills, according to ADM’s 2024 Pet Nutrition Insights Report.
TCM on the rise: Mushroom supplements (cordyceps, reishi, etc.) are trending on TikTok, pet influencer circles and holistic pet stores in the U.S. and UK. TCM-influenced pet supplement brands are expanding: Litpet launched in the UK this summer, and Fera Pets (run by veterinarians, incorporates “Eastern” ingredients) launched in Petco in April.
Cat supplements: the next big thing, or next big risk?
So far, so interesting. Hong Kong’s feline wellness craze may well spread to Western countries. But what are the risks?
Unproven need
UK charity Cats Protection says: “If you are feeding your cat a nutritionally complete and balanced cat food, extra vitamins or mineral supplements are usually not necessary.”
Similarly, Pet4Homes cautions: “There are also non-prescription products available, including some vitamins, supplements, and herbal preparations. Be cautious when using these, as they are not strictly regulated and cannot claim to treat diseases. Always check with your vet before administering any over-the-counter product.“
Unproven benefit and species differences
Many products make health claims without strong species-specific data behind them.
Cats metabolise food very differently from dogs or humans. While some fungi may demonstrate benefits in humans, that does not make them safe or effective in cats.
Overdosing and contaminants are also potential risks. And ‘natural’ or ‘herbal’ does not always mean safe.
Lack of regulation
The boom in pet supplements in Hong Kong has led the government to increase its oversight of the sector, including banning CBD pet supplements in 2023.
Similarly, South Korea’s consumer watchdog has warned that many products have safety or labelling issues, gaps in testing, or misleading claims such as “cures arthritis.”
Perhaps reassuringly, the US FDA is also taking note. Earlier this year, the FDA sent warning letters to companies marketing CBD / mushroom-based pet supplements that make disease treatment claims which require stricter approval.
Feline supplements: credibility is key
Brands that want to thrive should start with veterinary and nutrition expertise at the core of product development. Proper formulation, dosing, and labelling will most likely separates serious players from opportunists. For example, dog supplement brand Other Half commissions clinical studies to back their health claims.
Scientific validation: As more feline-specific trials are conducted, some fashionable blends will be debunked while others gain real credibility.
Transparency is essential: Clear ingredient lists, sourcing details, and realistic benefit statements build consumer confidence.
Compliance matters: Regulatory bodies from the FDA to Hong Kong’s AFCD are watching the sector closely.
Quiz: Supplement or snack?
Time for a bit of fun! One of the four ingredients below is not for pets. Can you guess which one? Answers at the bottom*.
Wood Ear extract
Napzyme drops
Spirulina powder
White Atractylodes root
Feline-focused job listing
Partner Veterinarian - Denver, CO | CatsOnly Veterinary Services | Job Description
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*Napzyme drops isn’t real 😹 Well done if you guessed right!