New research from SERAQUIN reveals that with owners eager to keep their pets healthier for longer, three in five pets (61%) are regularly given supplements as part of their diet.

London leads the way, with 81% of pets given supplements compared with just 52% in Scotland, while younger owners are the least engaged (56%) and 35-44s are the most proactive (69%).

The survey of UK dog and cat owners found that supplements are no longer reserved for managing existing conditions but are increasingly being used as a supportive measure for long term wellbeing. Almost half (47%) of owners who give their pets supplements say they do so to boost their pet’s overall health, while a third (33%) say it is to help prevent health conditions before they arise.

This preventative mindset is echoed by the wider findings, as three-quarters (75%) of pet owners believe supplements can help stop health problems from developing.

While most owners believe they’re doing everything they can for their pets’ health, nearly two in ten (19%) admit they could do more – with Northern Ireland (41%) and the West Midlands (27%) the least sure they’re doing everything they can. Male owners are more confident than female owners in making pet health decisions (50% vs 34% are very confident); almost a quarter of women (24%) say they would feel overwhelmed starting a supplement routine for their pet, compared to just 11% of men – suggesting that many owners would welcome clearer guidance and advice.

Among those who feel they are not doing enough for their pet’s health, the top reason given is a lack of knowledge (45%) – particularly among dog owners (47% vs 43% of cat owners).

Recognising this knowledge gap, SERAQUIN®’s Veterinary Expert, Sarah Boulding, explains how supplements can play a vital role in supporting the everyday wellbeing of all pets:

“What stands out in this research is the shift towards prevention, with owners recognising that small, consistent steps today can keep pets healthier and happier for longer. Just as many people take daily vitamins, we are now seeing supplements are no longer considered a luxury and are part of pets’ everyday routines – one serve of goodness at a time.

“Supplements help fill the nutritional gaps, especially when it comes to joint support, digestive health, and skin condition. But it’s important to choose products that are backed by science, particularly because our pets’ wellbeing is so deeply connected to our own. Having clarity and confidence in the choices we make really matters, and at SERAQUIN® we aim to make that simple, with products backed by science that owners can trust and pets can benefit from.”

Mealtimes are also becoming an important daily ritual, with one in four (26%) owners taking this opportunity to incorporate supplements into their pets’ diets, as many supplements can be given as treats or sprinkled over food, making it simpler for pets to consume. This underlines how supplements are being integrated into familiar routines as a natural way to show care.

Backed by 140 years of pet care experience, Seraquin® Joint, Seraquin® Digest and Seraquin® Skin & Coat have been developed by Boehringer Ingelheim using clinically-backed, natural origin ingredients with proven efficacy, providing owners with peace of mind that they are nourishing their pets, one serve of goodness at a time.

Vani Manja, Country Managing Director for Boehringer Ingelheim, UK and Ireland, said:

“With more than 140 years dedicated to advancing health, Boehringer Ingelheim has long understood the intrinsic connection between animal and human wellbeing.

Just as we proactively take steps to support our own health through supplements and preventative care, it’s only natural to extend the same care to our pets – trusted companions who enrich our lives.

As awareness of the importance of preventative care continues to grow among pet owners, Boehringer is proud to lead this shift – empowering pet owners with solutions to help their cats and dogs live longer, healthier, and happier lives.”