The pet treat market is undergoing a fundamental shift as functional, wellness-driven products gain momentum alongside traditional reward-based treats, said Gavin Vermeulen, sales executive at Montego Pet Nutrition, and Mathijs Tijssen, sales director at Tijssen Animal Essentials.
In the Netherlands, steady growth in pet treat sales is driven by pet owners' increasing search for more ways to care for their pets, train them and build bonds with them — with treats evolving from impulse purchases to strategic components of pet wellness routines.
Beyond indulgence: The rise of the "remedy seeker"
A key driver behind this growth is the shift toward high-quality and functional treats that offer more benefits than just essential nutrients. Dutch consumers increasingly want natural products without grains and with limited ingredients that address specific health concerns.
This trend has given rise to what Vermeulen and Tijssen called the "remedy seeker" — the pet owner who views treats as part of their pet's wellness routine.
"We saw a distinct and rapidly growing segment of shoppers who were scrutinizing ingredient panels and actively looking for treats that solve a problem, be it dental health, joint support or allergies," Vermeulen said. "They apply the same wellness criteria to their pets as they do to themselves."
The identification of this segment wasn't based on a single report but emerged from a synthesis of quantitative market data, in-store sales analysis and qualitative consumer trends, Vermeulen said.
"The 'remedy seeker' emerged from the overarching trend of pet humanization," he explained. "This segment is less price-sensitive and more brand-loyal when they find a product that delivers visible results, making it a high-value growth engine."
Vermeulen said manufacturers who ignore this segment risk losing relevance and market share in a category where trust and transparency are becoming increasingly important.
Don't forget the "daily rewarder"
At the same time, the "daily rewarder" remains the core of the sector. These regular customers consistently purchase treats to build bonds, reward and provide daily enjoyment. They value variety, flavor and affordability, and their repeat purchases drive sustained volume and category growth.
"The 'daily rewarder' represents the traditional, high-volume base of the market," Tijssen said. "Our sales data shows their purchasing is driven by frequency, flavor variety and the emotional aspect of bonding. They are the consistent, loyal buyers who sustain the category."
The daily ritual of giving a treat is deeply ingrained in the pet-owner relationship, and this segment will remain the backbone of the category in terms of volume and purchase frequency, Tijssen said. A one-sided focus on functional products can miss this substantial market opportunity. True success comes from recognizing that these two buyer groups are not mutually exclusive but coexist and often overlap, he noted.
The shifting balance: What's next for European markets
Looking ahead at the next three to five years across European markets, industry experts don't see one segment replacing the other, but rather a significant shift in balance. "We project that the 'remedy seeker' segment will drive the most substantial value growth," Tijssen noted. "This is fueled by enduring trends: owners are more educated about pet health than ever, and as pets live longer, demand for solutions to age-related issues will only increase."
However, the key isn't to choose between these segments but to recognize their coexistence. Vermeulen noted, "The balance will shift toward a more valuable, function-driven market, but this will be built upon the high-volume foundation of the everyday treat."
