Packaged Facts estimates that pet treats and chews account for nearly a fifth of overall U.S. pet food/treats sales, or $13.5 billion as of 2026. While dog treats remain more popular than cat treats — with dogs generally being much more receptive to treats from their pet parents — the customer base of cat treat households grew by 31% between 2020 and 2026, compared with a 2% drop in the number of dog treat customer households, reflecting larger pet population patterns.
The pet treats market closely follows the major trends in pet food overall, given that many of the same marketers, as well as consumer and nutrition trends, define the competitive landscape. With that said, dog treats, more than cat treats, have split into traditional indulgence-oriented products, hybrid indulgence/nutrition products, and always-innovating (but not always successful) strongly nutrition- and natural-positioned offerings. These wholesome, nutrition-forward snacks include dried whole foods (ranging from beef or salmon jerky to dehydrated sweet potato or carrot) offered by smaller or niche players.
Whether pet pampering and/or functional health products, pet treats notched up in popularity during the pandemic, and are the gift that keeps on giving within the pet products arena. Literally, for one thing: Packaged Facts' January 2026 Survey of Pet Owners shows that half (48%) of pet owners gave their pets "special gifts or treats" over the last Christmas/Winter Holiday season.
And literally as importantly, half (47%) consider pet treats to be among the most important products for the health and wellness of their pets. While pet food (at 74%) predictably tops the list, pet treats rank second among non-medication pet products. Moreover, the priority of pet foods as well as pet treats rises up the generational ladder, tying simultaneously to a more functional approach to eating among senior consumers and to a greater likelihood of having senior pets.
Similarly, 32% of pet treat customers are loyal to their pet treat brands — trailing pet food brands in customer loyalty (at 57%), but beating out all other major pet product types, including medications, by this measure. Given these higher brand loyalty rates, direct-to-consumer purchasing is popular for pet treats (at 10% of pet product shoppers) along with pet foods (at 15%).
Generational shifts fuel treat purchasing patterns
Generational demographics are an opportunity creator in the pet treats market. MRI-Simmons Spring 2026 study release data shows that Gen Zers, as they continue aging into adulthood, have doubled from 7% of pet treat customer households in 2020 to 14% as of 2026.
Share of Dog/Cat Treat Customer Households: By Generational Cohort, 2020-2026 (percent)
Packaged Facts January 2026 survey data show that, across generations, 42% of dog parents buy healthier snacks/treats for their pets, compared with 34% of their cat-owning counterparts. In terms of variations by generation in the case of dog treats and chews:
- 44%-46% of Gen Z or Millennial dog parents buy pet snacks/treats that target specific health and wellness needs (other than dental), compared with 25%-27% of Gen X or Boomer dog parents.
- 37% of Gen Z dog parents buy pet dental chews/treats, compared with 55%-56% of the Millennial, Gen X, or Boomer dog parents.
- Indulgent dog treat purchasing is strongest among Millennial and Gen X dog parents (at 36%-37%), somewhat weaker among Gen Z dog parents (at 30%), and weakest among Boomer dog parents (at 25%).
- 32% of Gen Z dog parents buy frozen pet treats, compared with only 6% of Boomer dog parents.
