Equine Complementary Feed Market Analysis

The Supplements market has a problem.

Long ingredient lists, big promises, and minimal results: How a young company has revolutionized the supplement market – and why veterinarians are paying attention.

Updated: May 5, 2026

Anyone who carefully reads the labels of common Complementary Feed will quickly notice: minerals in inorganic form that the horse's gut barely absorbs; ingredients that block each other's absorption; dosages that are too low to be effective – but high enough to be listed on the packaging. Additionally: marketing promises that science does not support.

This is not an isolated case. It's the fundamental principle of a market that has thrived for decades – because horse owners want to give their animals the best and rarely have the time to research specific details.

A question every rider should ask

This is precisely where Tabea and Marcel began. Not with a business idea, but with a question every rider should ask: How much of what I feed actually gets absorbed into my horse's metabolism?

Working with a biologist, they evaluated studies, compared raw material qualities, and analyzed how horses best absorb nutrients and which nutrients are truly essential. The outcome was not just another supplement packed with 40 ingredients. Instead, they developed several products truly specialized to meet the specific needs of each horse – featuring organically bound minerals.

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What Veterinarians Say

Dr. Arnold Hülsey was initially very skeptical. Online Supplements, a young startup, bypassing traditional retail – it didn't sound reputable. That was until he took a closer look at the formulation himself.

“What convinced me wasn't the marketing – but the logic behind it. Transparent dosages, scientifically-backed ingredient selection, and no unnecessary additives. That's rarely seen.”
— Dr. Arnold Hülsey, Veterinarian

Today, he continues to recommend Alpurial in his practice. This is not due to persuasion from the sales team, but because he sees the results in his patients. The products are the true success of the brand.

Frédéric Wandres on the collaboration

When even critical veterinarians praise the formulation, what happens when top athletes use it daily? Frédèric Wandres, dressage rider and Olympic participant, has found his answer:

"Training alone is not enough. Nutrition, recovery, balance – that is the foundation. When I see how my horses react, I know: This is a decision for their future – not just for the next competition."
— Frédèric Wandres, Dressage Rider, Olympic Participant

FEI World Championships 2026

The FEI World Championships in Aachen bring together the international equestrian elite. In 2026, Alpurial will be an official sponsor for the first time – this is not a move for prestige, but a clear statement: anyone who takes peak performance seriously also takes horse health seriously.

Try it risk-free

If your horse doesn't eat the product or you're not satisfied, you'll get your money back. As a reader, you receive 10% off your first order – find the voucher code right here:
Your code PRESSE10
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