35.3% vs. 29.2%: New Survey Finds Vets Barely Edge Out Self-Research on Pet Supplement Choices

Lillie&Lee Builds Trust Between Vet Advice and Everyday Pet Wellness Decisions By Owners Through Transparency and Proven Results

SALEM, Ore., Sept. 29, 2026 /PRNewswire/ -- Veterinarians already have more of their clients' trust than physicians do — 72% vs. 58%, according to a new survey — but that trust isn't fully translating into supplement decisions.

Lillie&Lee's Pet Wellness Consumer Trends Report 2026 finds that when pet parents choose a new supplement, 35.3% turn to their vet's recommendation, while 29.2% research and decide entirely on their own. It's a six-point gap that Lillie&Lee, a pet and human wellness brand, says it was built to close.

"Pet parents trust their vet more than almost anyone but a lot of them are still making supplement decisions solo, without the information they'd need to bring their vet into that conversation," said Lee Asher, founder of Lillie&Lee. "That's the gap we exist to close."

Lillie&Lee's approach centers on giving pet parents, and their vets, the same information at the same time. Every product is backed by a published third-party Certificate of Analysis (COA), letting owners verify potency and purity before a supplement ever reaches the exam room.

The company reports that many customers say they check with their veterinarian about its products before purchasing and come back with the green light.

The findings land at a moment when the pet supplement category is expanding fast enough that trust, and not product availability, may be the real bottleneck. The global pet supplements market is on track to grow from roughly $2.43 billion in 2025 to $2.62 billion in 2026, and toward $3.57 billion by 2030.

Pet CBD is growing even faster as the category is projected to expand at an average annual rate of nearly 32% through 2030, reaching an estimated $1.7 billion market size, as more pet owners move past stigma and vets grow more comfortable weighing in on the conversation.

"Every number in this report points to the same opportunity," said D.J. Gugenheim, partner and president of Lillie&Lee. "Pet parents want their vet's input, the market is growing whether or not vets are part of that conversation, and our job is to make sure they have something worth weighing in on."

Read the full Pet Wellness Consumer Trends Report 2026.

About Lillie&Lee:

Lillie&Lee is a for-profit pet and human wellness company founded by internationally recognized animal-rescue advocate Lee Asher. The evolution of Asher House Wellness, the brand is named for Lee and Lillie - his first St. Bernard, whose rescue story sparked the company's mission. With more than 900,000 followers across platforms, Lillie&Lee develops American-made, hemp-derived CBD and functional supplements for pets and the people who love them. Its CBD line is independently third-party tested with publicly available Certificates of Analysis. Learn more at lillieandlee.com.

Contact details:

Name: Safaque Kagdi
Phone: ‪‪(929) 688-2629‬‬‬
Email: [email protected]

SOURCE Lillie&Lee