Exposed: The Truth About Supplements for Dogs – What the Pet Industry Won’t Tell You
The pet supplement industry is booming. With the rise of health-conscious pet parents and the surge in holistic trends, it’s no surprise that shelves (both physical and digital) are lined with everything from “multivitamins” to “superfood powders” to “joint elixirs.”
But is your dog’s supplement truly supporting their health—or just padding a brand’s profits?
In this deep-dive article, we’ll uncover how supplements are misrepresented in the dog industry, the unregulated loopholes brands exploit, and what you, as a responsible dog owner or professional, should be asking before trusting a supplement label.
The Supplement Boom: A Multi-Million Pound Industry with Minimal Oversight
In the UK and EU, pet supplements are classified as either feed additives or complementary feeds, rather than as “medicinal” products. This classification makes a huge difference. It means companies can market supplements with vague health claims without needing the kind of robust clinical evidence required for pharmaceuticals.
In short: most pet supplements are not regulated like medications. They’re not tested to the same standards, and misleading language is common.
Even when guidelines exist—for example, from the VMD (Veterinary Medicines Directorate)—enforcement is weak unless formal complaints are made.
Misrepresentation #1: Multivitamins That Aren’t “Multi” or “Vitamins”
Let’s start with one of the biggest offenders: the dog multivitamin.
Take a scroll through any pet supplement website and you’ll see products labelled as:
“Complete Daily Multivitamin”
“All-In-One Health Support”
“Natural Superfood Multivitamin”
Sounds great. But when you look at the ingredients, you’ll often see:
Turmeric (contains curcumin)
Brewer’s yeast (contains B vitamins)
Kale powder (contains vitamin K)
Chlorella or spirulina (contains vitamin A precursors)
The issue? These ingredients contain vitamins—but they’re not isolated, measured, or regulated in a dose-controlled way. They vary in concentration by harvest, by batch, and by how they’re processed.
In the case of this Dog Nutritionist’s Multivitamin, the product is marketed as a “meal topper multi-vitamin” and “nutritionally supportive” – yet contains only food-based ingredients like kelp, sunflower seeds, nettle and spirulina. These ingredients do not deliver consistent, complete levels of essential nutrients and do not meet NRC or FEDIAF minimum requirements for dogs.
It’s like calling a salad a multivitamin but legally it can be done and it’s very misleading unless there is a specific statement saying “does not substitute a balanced diet” or “will not balance out a diet”
✅ What’s okay to claim:
“Contains natural sources of B vitamins”
“Includes ingredients rich in antioxidants”
“May support general wellness”
❌ What’s misleading to claim:
“Complete multivitamin” (if it doesn’t meet nutritional standards)
“Daily requirement of all essential vitamins” (unless proven)
“Essential for your dog’s health” (unsubstantiated)
Misrepresentation #2: Joint Supplements That Promise the Impossible
Joint supplements are another hot market. From green-lipped mussel to glucosamine, chondroitin to turmeric, these products are often marketed with powerful health claims:
“Rebuilds cartilage”
“Cures arthritis”
“Reverses joint degeneration”
“Eliminates stiffness”
These claims are not just misleading—they can be illegal under veterinary medicines law.
The Law: What You Can and Can’t Say
In the UK and EU, under the Veterinary Medicines Directorate, only authorised veterinary medicines can claim to “treat” or “cure” a disease. This includes osteoarthritis, hip dysplasia, and joint degeneration.
Joint supplements that make claims like "relieves arthritis pain" are stepping into medicinal territory, which is not allowed unless they’re licensed medications.
Even phrases like:
“Clinically proven to rebuild cartilage”
“Supports long-term joint health in dogs with arthritis”
…are problematic unless backed by specific peer-reviewed evidence and carefully worded.
Misrepresentation #3: “Natural” and “Superfood” Doesn’t Equal Effective
You’ll often see pet supplements boasting:
“100% natural”
“Packed with superfoods”
“Herbal, safe, and effective”
“Non-Toxic”
But natural doesn’t mean safe or effective.
Garlic is natural—but in high amounts, it’s toxic to dogs.
Kelp is natural—but it can cause thyroid disruption or be detrimental to dogs with thyroid conditions due to high iodine content if fed daily and inappropriately.
“Superfood blends” with ingredients like alfalfa, nettle, and chlorella may sound impressive, but they’re rarely used in dosages proven to have a therapeutic effect. They may act as complementary additions, but they’re not regulated or balanced to replace essential nutrients.
The danger is that owners may rely on these “natural blends” instead of giving their dogs proper veterinary care or balanced diets.
Hidden Dangers: Supplement Overload and Nutrient Toxicity
Another huge concern is accidental over-supplementation, especially when dogs are already eating complete foods.
Examples:
Zinc toxicity from excessive joint or skin supplements
Iodine overdose from multiple products containing kelp such as “wholefood multivitamins” or teeth cleaning supplements.
Vitamin D toxicity from overlapping fish oil supplements
Most commercial dog foods are already complete and balanced to FEDIAF or AAFCO standards. Adding extra vitamins or minerals—especially without knowing the exact content of the supplement—can push levels into dangerous territory.
This is particularly risky with homemade diets, where owners try to “fill the gaps” with powders and mixes that aren’t properly calculated.
The Key Questions to Ask Any Pet Supplement Company
To separate the reputable from the rubbish, here are questions to ask before buying a supplement:
Is it formulated by a qualified veterinary nutritionist?
Ask for names and credentials. Not all “nutritionists” are equal.
Are the active ingredients quantified and standardised?
If turmeric is listed, how much curcumin does it actually contain per dose?
Are the nutrient levels guaranteed and listed?
Multivitamins should show exact mg or IU of each vitamin/mineral.
Does it meet FEDIAF or NRC standards if marketed as a complete supplement?
If not, it’s not suitable as a nutritional base.
Is there third-party testing or a certificate of analysis?
Look for proof of purity, potency, and safety testing.
Are there clinical trials or peer-reviewed studies on the formula or ingredients?
Be cautious of products relying solely on testimonials.
Can you speak to someone with real nutrition expertise in the company?
Customer service reps should not be giving feeding advice.
Supplements to Be Cautious Of (or Avoid Entirely)
These supplements frequently appear in the market with exaggerated or problematic claims:
Unmeasured “Superfood Powders”
Often a blend of herbs and dehydrated plants with no guaranteed levels of nutrients.
“All-In-One” Sprinkles
Promoted as “complete,” yet rarely include essential trace minerals or fat-soluble vitamins in correct dosages.
Human-Grade Fish Oils
Some are too high in vitamin A or D for dogs, which can be toxic long-term.
DIY Multivitamins with no vitamin/mineral analysis given
No standardisation, no balance, and poor consistency across batches.
Raw Goat Milk Supplements
Touted for probiotics but often have inconsistent microbial content and high fat.
A Better Way: When and How to Use Supplements Responsibly
There is a place for well-formulated, purpose-specific supplements—especially in the context of:
Joint care in senior dogs (e.g., using 4CYTE or specific EPA/DHA formulations)
Gastrointestinal support (clinically tested probiotics like Fortiflora or Enterococcus faecium strains)
Tailored mineral balancing for home-cooked diets
But these supplements should be:
Evidence-based
Dosed correctly
Used alongside—not instead of—balanced nutrition
Conclusion: Stop Falling for Supplement Hype
Supplements for dogs should supplement, not replace, a balanced diet. They should be:
Used intentionally
Backed by science
Measured and monitored
Not sold with exaggerated promises
If your supplement sounds too good to be true, it probably is.
Remember: real nutrition is built on balanced food, not fairy dust in a tub.
How The Canine Dietitian and The Canine Code Can Help
At The Canine Dietitian, we don’t sell supplements. We give science backed advice
Whether you’re feeding raw, kibble, or home-cooked, I work with owners to:
Assess if supplements are needed
Eliminate unnecessary or harmful products
Source appropriate formulations based on clinical evidence
Balance homemade diets using NRC/FEDIAF-compliant methods
Want to check if your dog’s diet is meeting their needs or if those supplements are needed? Complete the FREE DIET ASSESSMENT HERE or book a consultation online now
Looking for more canine health and nutrition tips?
Subscribe to our newsletter and get expert advice delivered straight to your inbox!
