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Pump-based liquid pet supplement focuses on health and convenience

Prefera Pet Food uses a plastic pump-based packaging to make administering its liquid supplements for cats and dogs easier, healthier, and more accurate.

The range, produced by Prefera Pet Food UK under its Bound brand, includes variants such as Allergy Relief, designed to support a healthy coat, comfortable skin, and immune balance, Gut Digestion to improve the gut microbiome, and options for cats including Anti-Hairball Daily and Renal Protect Daily.

At a glance:

• Prefera Pet Food UK has launched Bound liquid supplements in pump packaging for accurate dosing and easier administration.
• The global pet supplement market is growing 7.3% annually, reaching $5.11bn in 2026 as liquid formats gain popularity.
• Bound's range uses natural ingredients like fish oil, avoiding calorie-heavy chews that contribute to pet weight gain.

The manufacturer recommends applying the liquid supplements to the pet’s food, with the pump producing the correct dosage each time.

Demand for pet supplements continues to increase, with the value of the global market projected to grow by 7.3% year-on-year to reach $5.11bn in 2026, according to Mordor Intelligence. That expansion is forecast to continue at a similar rate in the coming years, resulting in a predicted value of $7.31bn in 2031.

The benefits of liquid supplements for pets

As a dog owner himself, Damien Clarkson, managing director and CEO at Bound Pets, understands the convenience and health benefits of liquid supplements.

“Something that really jumped out to me was the idea of liquid supplements, because as a dog owner myself, I’d had so many problems with tablets, hiding them in bits of cheese, peanut butter – you name it,” he said.

Combining tablets with additional food, or using chews, both add calories to a dog’s diet which can have negative consequences for some breeds, such as Clarkson’s Cavapoo.

“She’s a dog that is prone to a bit of weight gain – she’s very small and very lazy, so we tried to really limit that, so the idea of giving her a chew every day that’s made with lots of fillers didn’t really appeal.

“Our goal is not to replace the soft chews that are on the shelf, but to add a new part to the segment. I believe quite strongly that once people understand how it works, it’s actually a better way to supplement. And you can mix it in very easily with their existing diet.”

Research from Mordor Intelligence notes that the chew format for supplements has a “dominance rooted in behavioural psychology rather than nutritional superiority”, which Clarkson acknowledges.

“You’re not getting the soft and warm, fuzzy feeling you get when you feed a soft chew, but you are actually getting the pet to eat it and not eat something that’s unhealthy for them,” he said.

The packaging choice further benefits the health of the pet, with the actuator dispensing either 1ml or 2ml – for a half-press or full press, respectively – of the supplement, helping to ensure that the correct dosage is administered.

Fish oil ‘drives acceptance’ of the product

The range is formulated with meet demand from pet owners for more natural products, combining beneficial herbs, fish oil, and ingredients specific to the function of each product, such as glucosamine and collagen for supporting joint health.

Fish oil was one of the key drivers behind the success of the range with consumers, said Clarkson.

“At certain points, we did explore whether the range could be made as plant-based products. But we found that the fish oil was the driver of acceptance with the product, and so we weren’t able to do that. All apart from the multi-vitamin pump have cod liver oil in, which as well as functional health benefits, definitely helps with the acceptance.”

Future developments may include more products for cats, added Clarkson.

“We currently have eight supplement products for dogs, and three for cats, but it’s an area where we’re seeing a lot of momentum, so we’re looking to expand the cat supplement line.”

Pet supplements see product format innovation

By format, chewable products and soft chews accounted for almost half of the market in 2025. However, innovation continues in alternative formats – such as powders, which are forecast to grow a CAGR of 11.2% to 2031, driven by lower manufacturing costs and their compatibility with personalised dosing.

Bernie’s Best recently introduced a liquid omega-3 supplement designed for convenience, and earlier in the year Vital Pet Life launched a Salmon Oil supplement in a pump bottle format.

And following the popularity of single-serve paste treats such as Webbox’s Lick-E-Lix, LitPet introduced its Meaty Mix Paste range at the start of 2026, comprising supplements designed to assist bone and joint health, digestion, urinary health, and calmness.