Pet treats continue to grow in popularity as pet owners search more and more for pet food/treat-related solutions to common (and not-so-common) pet ailments. In 2021 U.S. retail sales of dog and cat treats reached nearly US$10 billion after two solid years of double-digit growth, according to Packaged Facts data (Pet treats and chews in the U.S., 4th edition, November 30, 2021). It’s no wonder: The treats space has become the place to dabble in myriad trends, including functional claims, limited- or single-ingredient options, and a good old-fashioned sense of fun and bonding with one’s pet.
Guilt-free treating
“There is a growing trend for healthier pet products,” said Austin Buchmoyer, grocery sales manager for The Wild Bone Company, which manufactures all-natural dog treats sourced and made in the USA. “I think this is great. Pets are part of our families, and their health and well-being should be our concern. People want to maximize the short life our pets have with us, and I don’t see this trend stopping soon. I think we will see an increased customer demand for manufacturers to step up and make healthy treats and foods as pet parents become more educated and concerned about their best friend’s health.”
In an era of pet ownership where obesity is a common struggle (there’s been a 169% increase in the number of overweight cats and a 158% increase in the number of overweight dogs in the last 10 years, according to Banfield Pet Hospital data) and there’s some consumer pushback against what might be called “filler” ingredients, treats — already “extras” — are under increased scrutiny. That means whatever populates pet store shelves must prove its wellness worth in one way or another.
For The Wild Bone Company, that means using whole muscle meat, minimal processing and limited ingredients. Their biscuits include nine ingredients: whole muscle meat, flaxseed, water, eggs, green beans, carrots, sweet potatoes, apples and blueberries. Their jerky includes five: a lean protein, vegetable glycerin, potassium sorbate, sugar and salt.
Charlee Bear treats have been in stores for 30 years and health has always been a priority alongside taste, according to Rob Cadenhead, general manager of Gott Pet Products, parent company of Charlee Bear.
“Our target customer is on the lookout for the cleanest, healthiest, tastiest treats they can get,” said Cadenhead. “Shoppers are drawn to our products because containing less than three calories a treat, they’re a great, guilt-free way to both reward and train their pets.”
Charlee Bear has focused on expanding their current lines with recent new flavors that appeal to the health aspect as well as the bonding/fun aspect of treating pets.
“Our team has been hard at work developing new recipes that are unique, low-calorie and complement our existing portfolio of wholesome, natural treats,” said Cadenhead. “We wanted to create engaging flavors that would appeal to pet parents, like Bacon & Eggs and Beef Liver & Cheddar (as part of Charlee Bear’s Original Crunch line of treats).” The familiar flavor combinations continue with the company’s new P.B. & Banana; Bacon, Cheese & Apple; and Beef, Carrots & Sweet Potatoes flavors added to its Grain-free Crunch line.
Fun for pets and their owners
Pet owners want their animals to feel like part of the family, and many pet treats and other snacks aim to play into that desire — perhaps none more directly than the growing category of frozen, dessert-adjacent pet treats.
“We want to surprise and delight our pets and we enjoy these frozen treats, and what we’ve noticed is that outside of retail in a lot of ice cream shops, they’ve started to do frozen dog treats,” said Jessica Carriere, marketing director for Big Easy Blends, parent company of slushy dog treat maker MyPup. “So this is an opportunity for retailers to get some of that business back.”
MyPup’s slushies are similar to the ice pops that have been a childhood summer staple for decades.
“The MyPup slushie dog treats are basically a frozen pop for your dog,” said Carriere. “This product comes in chicken, peanut butter and beef, and even though it looks like an ice pop it doesn’t freeze completely solid because we know that ice cubes aren’t really great for dogs’ teeth. We added some vitamins and made sure there wasn’t any dairy, because we noticed that in the space of frozen dog treats it’s a lot of ice cream and frozen yogurt, and if you didn’t want to give your dog dairy there weren’t a lot of options.”
The product is even shelf-stable, which means it can sit on retailer shelves alongside other treats without the need for a freezer display.
Where can the industry grow in pet treats?
If you’re looking to produce a stand-out pet treat, there have never been more avenues to take for success. Health and wellness continue to be top of mind for pet owners, magnified by the last two years of global health concerns and more time spent home with furry family members. Any trend in the larger pet food arena is fair game: Sustainability, traceability and functional ingredients are all on the list of wins in consumer mind. Lastly, treats are seen as a bonding experience, whether during training or as a snack between meals or just a fun way to connect.
With a projected US$15 billion in estimated sales by 2025 (according to Packaged Facts data) on offer in the U.S. alone, it’s no surprise that the pet treats segment continues to see significant growth.
Functional claims near ubiquity in new pet foods, treats
