Big Box expansion — Bringing pet care closer to pet parents

Expanding into the FDMC (Food, Drug, Mass & Club) channel marks an important strategic milestone for us as a group. It reflects our ability to adapt to evolving market dynamics while leveraging our strong in-house capabilities — from research and production to brand building and logistics.

The U.S. pet supplement market continues to grow steadily, driven by rising pet ownership and increased awareness of animal health. According to 2024 data, the category reached ~$2.3 billion in annual sales, growing at a strong rate of over 20% year-over-year. Despite this rapid expansion, supplements remain an emerging category — only about 14% of pets currently use them, compared to 73% of humans taking supplements¹. This gap illustrates a major opportunity for us to drive category growth by guiding both retailers and consumers toward more proactive pet health solutions.

Within this growing market, retailers in the FDMC channel have become a driving force. Big Box retailers such as Walmart and Costco, together with CVS, Sam’s Club, and other key FDMC retailers, now represent nearly the same market share as traditional pet specialty stores. Being present in these outlets is no longer optional; it is essential to reach a large and growing segment of pet parents.

In 2025, our brand NaturVet® entered over 1,400 Walmart stores and ~1,100 CVS stores nationwide — one of the group’s largest in-store expansions within the FDMC channel to date. 18 SKUs were launched in Walmart and 3 SKUs in CVS, covering key health areas for pets. This expansion ensures that millions of new consumers now have direct access to our supplements on store shelves across the United States.

These partnerships align us with two of the country’s most trusted names. Both Walmart and CVS maintain rigorous standards for production and compliance — standards we are proud to meet. Our in-house manufacturing capabilities ensure that we can scale responsibly while maintaining consistent quality and safety.

Alongside the new in-store rollout in Walmart and CVS, our products continue to perform strongly online through major retailers such as Costco and Sam’s Club. This combination of physical and digital presence across the FDMC channel — including key retailers in the Pet Specialty and online channels like Petco, PetSmart, Tractor Supply, Chewy and Amazon — ensures we are closer than ever to consumers.

During Q2, 8 SKUs of NaturVet products were also launched in 141 Meijer stores, further expanding our in-store presence.

The shift toward the FDMC channel is part of a broader transformation in consumer behavior. Today’s pet owners are omni-shoppers — they mix online and in-store purchases depending on what’s most convenient for them. According to NielsenIQ², 58% of pet owners buy both online and in-store, 38% purchase only in physical stores, and just 4% rely solely on online shopping.

This reinforces the importance of an omnichannel presence. By being visible across all major channels — FDMC, pet specialty, and online — we ensure our products are accessible wherever pet parents choose to shop. Our strong presence across these key channels keeps us close to consumers and strengthens our long-term position in the U.S. market.

While e-commerce continues to dominate the pet supplement category (73.9%), Pet Specialty and FDMC channels now account for 13.7% and 11.6% of the market respectively. This balance shows that traditional retailers are rapidly expanding their interest and shelf space for pet supplements — setting the stage for strong future growth.

So far, our strongest channels have been online and pet specialty, where NaturVet has built a solid position and consumer trust. By expanding into the FDMC channel, we are now broadening our presence — bringing our products closer to pet parents and positioning ourselves to grow alongside this increasingly important retail segment.

Our constant when scaling has been quality. Walmart and CVS enforce high standards for production and regulatory compliance, and by manufacturing our own supplements, we maintain full control from ingredient to shelf. That gives us confidence in every product that reaches pets and their owners.

This milestone was made possible through close collaboration across the entire organization — from Production and Supply Chain to R&D, Quality Assurance, Sales, Marketing, Customer Care, and Logistics. It’s a true demonstration of what we can achieve when we work together across teams and geographies.

Our expansion into Walmart and CVS reflects both momentum and stability. It strengthens our presence in one of the world’s most dynamic pet health markets and positions us for sustained growth. Moving forward, we will continue to evaluate new opportunities to bring our trusted supplements closer to pet parents — in every channel where they choose to shop.