Consumers are showing a strong willingness to pay for sophisticated packaging and products.
Marketers need to help consumers understand the function of a treat before they will consider giving it to their pets.
For a veterinarian, the ideal treat would come in various sizes, have proven digestibility, very little risk for obstruction, no risk of toxicity and offer a new taste/smell every day.
Treats could serve as an oral delivery system for medications, vaccines, vitamins, etc.
The interest in functional foods is likely to drive dental treat growth.
Chemical strategies in dental treats include antimicrobials and calcium chelators to inhibit calculus formulation.