A new report from Packaged Facts shows that 87% of US dog owners and 68% of cat owners purchase one or more types of treats or chews for their pets.

The report, “Pet Treats and Chews in the US,” compiles online consumer survey data from April 2015 and examines the wide array of treat and chew options available to pet owners, as well as what motivates them to choose one treat over another from their  options.

Packaged Facts says that retail sales for treats and chews reached US$5.4 billion in 2014, and that the market is still growing. Because of the recent safety risks associated with recalled jerky treats in the US, pet owners now more closely scrutinize the treats they buy, and interest in natural, locally sourced ingredients has never been higher. Pet owners also are looking for more “bang for the buck” in the form of treats that provide side benefits such as dental care or functional ingredients.

The report breaks out treats and chews into four categories:

• Indulgent treats
• Rawhide/natural chews
• Dental chews/treats
• Nutraceutical treats

The report provides a broad overview of the market with a focus on future trends, including the importance of product safety, the encroachment of natural products in mass-market outlets, the impact of humanization on the treat market, and growth of functional and grain-free treat options. The report also provides extensive retail sales breakouts along with an examination of the competitive situation.