Pet Treats and Chews in the US, 6th Edition

Description

The pet treats market is set to encounter several significant challenges in the upcoming year. With consistently high prices across all consumer categories, pet owners are beginning to cut back on non-essential products and prioritize necessities. This shift is responsible for the 3% growth rate for the nearly $13 billion market in 2024 after several years of double- and high-single-digit growth. However, these challenges also present an opportunity for treat marketers to demonstrate that their products are not merely an afterthought but play a crucial role in the bond between pet owners and their pets. Treats that provide functional benefits, use sustainable ingredients, and are manufactured in the USA have a competitive edge in the current market. Additionally, cat-focused products are in high demand as cat ownership becomes more popular, and cat owners seek the same level of attention for their pets as dog owners receive from both marketers and retailers.

Pet Treats and Chews in the U.S., 6th Edition offers an in-depth analysis of the various high-demand product types and examines how marketers are addressing current issues such as value propositions, e-commerce, product safety, and transparency. Building on insights from previous editions, this updated sixth edition provides historical and projected retail sales data from 2019 to 2029 across four categories of treats and chews for dogs and cats: indulgent treats, rawhide/long-lasting chews, functional treats/chews, and dental treats/chews. The report also delves into the competitive strategies of key players, trends in marketing and new product development, and retail dynamics, including the rise of e-commerce and omnichannel marketing. Featuring exclusive data from Packaged Facts' Surveys of Pet Owners, the report explores purchasing trends by product type and brand, as well as the attitudes and demographic characteristics of pet treat and chew buyers. Additionally, the report includes multi-year MRI-Simmons data profiling the demographics and product preferences of pet treat purchasers.

Product Code: LA20016605

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

INTRODUCTION
Market Definition
MARKET SIZE AND COMPOSITION
MARKET OUTLOOK
OPPORTUNITIES IN THE PET TREATS MARKET

Table 1-1. Selected Pet Product Spending Psychographics, January 2022, February 2023, January 2024, and January 2025 (percent of pet product shoppers)
Figure 1-1. Level of Agreement with the Statement, "I seek out pet treats made in the USA", 2025 (percent of pet treat purchasers)
Illustration 1-1. Hollywood Feed's Online U.S.A. Made Shop

CHAPTER 2: MARKET TRENDS

CHAPTER HIGHLIGHTS
INTRODUCTION
Market Definition
Four Product Categories
Other Marketing Classifications
Methodology
Two Consumer Survey Sources

Illustration 2-1. US Census Regional Divisions and Sub-Divisions

MARKET SIZE AND COMPOSITION
Sales Growth Moderates in Current Economy

Table 2-1. US Retail Sales of Pet Treats & Chews, 2019-2024 (dollars in millions)

Sales Growth by Animal Type

Table 2-2. US Retail Sales of Pet Treats & Chews: Dog vs. Cat, 2019-2024 (million dollars)

Indulgent Treats Tops in Sales

Figure 2-1. Share of US Retail Sales of Pet Treats & Chews by Type, 2024 (percent and dollars in millions)
Table 2-3. Pet Treats & Chews Sales by Animal Type, 2024 (percent and dollars in millions)

Sales by Distribution Channel

Figure 2-2. Percent Share of US Retail Sales of Pet Treats & Chews by Channel, 2024 (percent and dollars in millions)

Annual Expenditure on Treats and Chews

Table 2-4. Annual Expenditure on Treats/Chews Per Pet-Owning Household, 2022-2024 (in millions of dollars and dollars)
Table 2-5. Annual Expenditure on Treats/Chews Per Pet, 2022-2024 (in millions of dollars and dollars)

MARKET OUTLOOK
Pet Owners Rely on Pet Treats & Chews
Pet Owners Feel the Economic Bite

Table 2-6. Percentage Change in Consumer Price Index: Overall and by Pet Industry Sector, 2019 - 2024
Figure 2-3. Effects of Current Economic Environment, 2025 (percent of pet owners)
Table 2-7. Selected Pet Product Spending Psychographics, January 2022, February 2023, January 2024, and January 2025 (percent of pet product shoppers)
Figure 2-4. Reduction in Expenditure on "Extras", Past Year vs. Coming Year, 2025 (percent of pet owners)
Figure 2-5. Level of Concern About Rising Prices in Consumer Categories, 2025 (percent of pet owners)
Figure 2-6. Level of Concern with the Rising Prices of Pet Treats by Household Income, 2025 (percent of pet owners)
Figure 2-7. Most Significant Challenges to Pet Ownership, 2025 (percent of pet owners)

Consumer Sentiment Takes a Hit

Figure 2-8. Inflation Expectations, December 5, 2025 - February 7, 2027 (percent)

Pet Owners Budget, Splurge on Their Pets

Figure 2-9. Monitoring Pet Spending, 2025 (percent of pet owners)

Focus on Affordability in Pet Food and Treats

Table 2-8a. Number of Pet Food Buyers Purchasing "Store Brand" Pet Food or Treats in Last 6 Months 2018 vs. 2022 vs. 2025 (in thousands)
Table 2-8b. Share of Pet Food Buyers Purchasing "Store Brand" Pet Food or Treats in Last 6 Months 2018 vs. 2022 vs. 2025 (percent of category purchasers)

Keeping the Focus on Health and Wellness

Figure 2-10. Agreement with Selected Statements Related to Pet Health Concerns: Dog vs. Cat Owners, 2025 (percent)

Pets' Impact on Human Health

Figure 2-11. Percentage Strongly or Somewhat Agreeing with Statement: "My pets are important to my mental health": Dog vs. Cat Owners, 2024 (percent)
Figure 2-12. Percentage Strongly or Somewhat Agreeing with Statement: "My pets are important to my physical health": Dog vs. Cat Owners, 2024 (percent)

Pet Treats As Pet Health Products

Figure 2-13. Level of Agreement with Selected Statements Related to Healthier Pet Treats, 2025 (percent of dog and cat owners)
Figure 2-14. Most Important Pet Health and Wellness Products, 2025 (percent of dog and cat owners)
Figure 2-15. Share of Pet Owners Currently Buying Health-Related Treats, 2025 (percent of dog and cat owners)

Functional Pet Treats Compete with Other Treatments

Figure 2-16. Level of Agreement with the Statement, "Functional treats play an important role in my pet's health care", 2025 (percent of dog and cat owners)

Dental Treats Provide Oral Care Benefits
Cannabis/CBD Treats Help with Anxiety, Pain

Figure 2-17. Level of Agreement with the Statement, "I like the idea of CBD/Cannabidiol pet treats to help address my pet's anxiety/pain", 2025 (dog and cat owners)

Pet Obesity and Aging Pets Contribute to Health Concerns

Figure 2-18. Share of Dog/Cat-Owning Households With Special Needs Pets, 2024 (percent)
Figure 2-19. Level of Agreement with the Statement, "I sometimes refrain from giving treats due to concerns over my pet being overweight/obese", 2025 (percent of dog and cat owners)
Figure 2-20. Share of Dog and cat-Owning Households With Senior Pets Age 7+, 2015-2025 (percent of dog and cat owners)
Table 2-9. Dog-Owning Household Population by Generational Cohort, 2019-2025 (number in thousands)
Figure 2-21. Share of Cat Owners Who Agree That Pet Industry Sectors Sometimes Treat Cats as Second-Class Citizens, 2019, 2022, and 2025 (percent of cat owners)

Pet Treats Provide "Family" Bonding Moments

Figure 2-22. Level of Agreement with Family-Related Sentiments, 2025 (percent of pet owners)
Figure 2-23. Level of Agreement with the Statement, "I use treats to bond and spend quality time with my pet", 2025 (percent of dog and cat owners)

Human/Animal Bond Part of Humanization Trend

Illustration 2-2. Portland Pet Food Company Gingerbread Biscuits
Figure 2-24. Humanization and Treat Attitudes, 2025 (percent of dog and cat owners)

Shift to Alternative Protein Pet Treats Influenced by Human Trends

Figure 2-25. Alternative Proteins in Treats, 2025 (percent of dog and cat owners)

Treats for Training

Figure 2-26. Treat Usage for Reward/Training, 2025 (percent of dog and cat owners)

Pet Owners Still Concerned About Pet Treat Safety

Figure 2-27. Level of Agreement with the Statement, "Fear of contamination/product safety is a key consideration in the pet treats I purchase", 2025 (dog and cat owners)

Competition from Wet Pet Food

Table 2-10. Household Usage of Pet Food by Type in Last 6 Months 2019-2024 (percent of dog- or cat-owning households)

LOOKING AHEAD
Pet Treats Sales to Approach $15 Billion by 2029

Table 2-11. Projected US Retail Sales of Pet Treats & Chews, 2024-2029P (dollars in millions)
Table 2-12. Projected US Retail Sales and Shares of Pet Treats & Chews: Dog vs. Cat, 2024-2029P (dollars in millions and percent)

CHAPTER 3: COMPETITIVE TRENDS

CHAPTER HIGHLIGHTS
COMPETITIVE OVERVIEW
Market Structure and Retail Dynamics
Pet Treat Sales Controlled by Big Five
Raw Food Marketers Field Treats, Bones, Animal Parts
Mergers, Acquisitions, Investments, and Expansions
General Mills Acquires Whitebridge Pet Brands' North American Business
Other Mergers, Acquisitions, Investments, and Expansions
Pet Owner Loyalty to Food, Treat Brands

Figure 3-1. Pet Food and Treat Brand Loyalty, Dog vs. Cat, 2025 (dog and cat pet food and treat purchasers)

THE RETAIL LANDSCAPE
Pet Treats Tend to Be Unplanned, Impulse Purchases

Figure 3-2. When Treats are Purchased, 2025 (percent of dog and cat treat purchasers)

Private-Label Treats Follow Trends

Figure 3-3. Level of Agreement with the Statement, "Store brand pet foods provide comparable quality to national brand pet foods", 2024 (percent of pet owners)
Table 3-1. Select Private-Label Pet Treat Brands, 2025

Customer Rewards Programs

Figure 3-4. Level of Agreement with the Statement, "I use customer rewards/loyalty programs for the pet treats I buy", 2025 (percent of dog and cat treat purchasers)

Retailer-Exclusive Products

Illustration 3-1. Milk-Bone's Pawberries and Creme Walmart Exclusive Flavor
Illustration 3-2. Temptations Birthday Cat Treats

Human Brand Collaborations

Illustration 3-3. BARK and Dunkin' Maple Bacon Dog Treat
Illustration 3-4. Milk-Bone Peeps Treats
Illustration 3-5. Ollie and Van Leeuwen Frozen Dog Treat

Subscription Boxes

Illustration 3-6. PupJoy Subscription Box
Illustration 3-7. Pooch Perks Treats Only Subscription Box
Illustration 3-8. BoxCat Subscription Box

CHAPTER 4: MARKETING & NEW PRODUCT TRENDS

CHAPTER HIGHLIGHTS
TRENDS IN TREATS AND CHEWS
Treats and Chews Follow Pet Food Trends

Figure 4-1. Level of Agreement with the Statement, "I would like to know more about the new types of treats out there", 2025 (percent of dog and cat owners)
Illustration 4-1. Karoo Wild Dog Treats

Made in the USA Top Product Claim

Table 4-1. Purchase Rates for Treats and Chews by Product Claim, Past 12 Months, 2025 (percent of dog and cat owners who purchased treats/chews)
Figure 4-2. Level of Agreement with the Statement, "I seek out treats made in the USA", 2025 (percent of dog and cat owners)
Illustration 4-2. Farm to Pet Dog Treats
Illustration 4-3. Milk-Bone Treats with US Banner
Illustration 4-4. Goodlands Smart Trace Ingredient Tracker

Treat Purchase Rate by Specialty Formulation

Table 4-2. Purchase Rates for Treats and Chews by Specialty Formulation, Past 12 Months, 2025 (percent of dog and cat owners who purchased treats/chews)

Natural and Organic Treats

Figure 4-3. Level of Agreement with the Statement, "I seek out treats made from natural/organic ingredients", 2025 (percent of dog and cat owners)

Humanization

Illustration 4-5. BARK's Cereal-Inspired The Snack Pack Treats at PetSmart
Illustration 4-6. Bubble Lick's Lickable Bubbles for Pets
Illustration 4-7. Holi Shareables Treats for Pups and People

Human-Grade Treats

Illustration 4-8. Maev Human-Grade Freeze-Dried Treats for Dogs

Functional Treats

Table 4-3. Health Conditions for Which Treats/Chews are Purchased, Past 12 Months, 2025 (percent of dog and cat owners who purchased treats/chews)
Illustration 4-9. Nulo Functional Jerky Bites
Illustration 4-10. Dogswell Senior Health Mini Soft Strips Chews
Illustration 4-11. Crumps Naturals Gusty Functional Treats

Probiotics and Digestive Health

Illustration 4-12. Pet Naturals Balanced Belly Bones
Illustration 4-13. Dave's Pet Food Digesti-Bites
Illustration 4-14. Himalayan Pet Supply Yogurt Sticks

CBD Treats

Table 4-4. Top Health Conditions for Which CBD Pet Treat/Chew Were Purchased, Past 12 Months, 2025 (percent of dog and cat owners who purchased CBD treats/chews)

Dental Treats and Chews

Table 4-5. Level of Agreement with the Statement, "I'm concerned about the dental hygiene/breath odor of my dogs/cats", By Age of Dog and Catt 2025 (percent of dog and cat owners)
Illustration 4-15. Blue Buffalo 3-in-1 Dental Chews
Illustration 4-16. bluestem Veggie Dental Chews at SUPERZOO 2024
Illustration 4-17. Wellness Whimzees Cat Dental Treats at SUPERZOO 2024
Illustration 4-18. TEEF for Life Dental Treats at SUPERZOO 2024
Illustration 4-19. Stella & Chewy's Dental Chews at SUPERZOO 2024
Illustration 4-20. Ark Naturals Kiss Me-ow Cat Dental Treats at SUPERZOO 2024

Limited- and Single-Ingredient Treats and Chews

Figure 4-4. Level of Agreement with the Statement, "I seek out treats made with limited-ingredient recipes for my pets", 2025 (percent of dog and cat owners)
Illustration 4-21. Three Dog Bakery Bark'N Crunch Single-Ingredient Treats
Illustration 4-22. Finfare Salmon Pet Treats
Illustration 4-23. Palz & Co. Rabbitdog Rabbit Jerky

Freeze-Dried and Air-Dried/Dehydrated Treats

Illustration 4-24. Mission Farms Freeze-Dried Treats for Dogs
Illustration 4-25. Dr. Gary's Best Breed Air-Dried Treats

Corporate Responsibility

Figure 4-5. Level of Agreement with the Statement, "I'm concerned about the ethical/humane treatment of the animals raised to use in pet food/treats/chews", 2025 (percent of dog and cat owners)
Illustration 4-26. Campfire Treats Certified Humane Dog Treats
Illustration 4-27. West Paw Montana Beef Sticks

Treats for a Cause

Illustration 4-28. GivePet Treats

Sustainability and Alternative Proteins

Figure 4-6. Agreement with Sustainability-Related Statements, 2025 (percent of dog and cat owners)
Illustration 4-29. PureBites Holiday Turkey and Turkey & Sweet Potato Fall Treats
Illustration 4-30. Roam Pet Treats

Plant-Based Treats

Illustration 4-31. Honest to Goodness Treats for Dogs

Alternative Protein Treats

Illustration 4-32. Jiminy's Insect-Based Dental Chews
Illustration 4-33. Noochies! Nutritional Yeast Treats
Illustration 4-34. Friends & Family Pet Food Co. Cultivated Ocean Fish Cat Treats

Trends in Rawhides and Long-Lasting Edible Chews
Rawhide Alternatives

Illustration 4-35. Harvest Moon Hide Free Puffed Chews
Illustration 4-36. RightHide Rawhide Alternative Chews
Illustration 4-37. Cadet Chewalicious No-Rawhide Chews
Illustration 4-38. Collachews Rawhide-Free Chews
Illustration 4-39. TruRanch Rawhide Alternative Collagen Chews

Trends in Cat Treats

Illustration 4-40. Get Naked Functional Cat Treats
Illustration 4-41. Pet Honesty Urinary Tract Health Treats
Illustration 4-42. SmartCookie Freeze-Dried Cat Treats
Illustration 4-43. CatIt Creamy Cat Treats

Multipurpose Products

Illustration 4-44. Open Farm Freshly Crafted Meatballs
Illustration 4-45. Green Coast Pet Better Bites

Treats for Other Pets

Illustration 4-46. Vitakraft Star Drops Watermelon Flavor Treats
Illustration 4-47. Kaytee Treat Stick for Birds
Illustration 4-48. Prestige Mexican Spicy Noodle Mix
Illustration 4-49. Small Pet Select Healthy Snackers
Illustration 4-50. Pangea Gecko Treat

CHAPTER 5: THE CONSUMER

CHAPTER HIGHLIGHTS
NOTE ON CONSUMER USAGE FIGURES
Two Data Sources

Illustration 5-1. US Census Regional Divisions and Sub-Divisions

PET TREAT PURCHASING PATTERNS
Indulgent Treats Are the Most Popular Choice

Table 5-1. Purchase Rates for Treats and Chews by Type, Past 12 Months, 2025 (percent of dog and cat owners)

Cat Owners Treat Usage Increases

Figure 5-1. Usage Rates for Treats, Past Six Months, 2021 vs. 2023 vs. 2025 (percent and number in thousands of dog-/cat-owning households)

Long-Term Treat Usage

Figure 5-2. Pet Treat Usage Rates, Past Six Months, 2015 through 2025 (percent of dog- and cat-owning households)
Figure 5-3. Pet Treat Usage Rates, Past Six Months, 2015 through 2025 (number of dog- and cat-owning households in thousands)

Number of Treat Bags Purchased

Table 5-2. Usage Rates of Treats by Number of Packages, Last 30 Days, 2019 vs 2021 vs 2025 (percent of dog- and cat-owning households using treats in the past six months)
Figure 5-4. Share of Heavy Treats Users Compared to Share of Multi-Dog Households, 2019,2021, and 2025 (percent of dog- and cat-owning households using treats in the past six months)

Treat-Giving Frequency

Table 5-3. How Frequently Dog and Cat Owners Give Pets Treats/Chews, 2025 (percent of dog and cat owners who purchased treats/chews in past 12 months)

Treat Usage Rates by Number of Pets

Table 5-4. Pet Treats Usage Rates by Number of Pets, Past Six Months, 2025 (percent of dog and cat-owning households)

Pet Treat/Chew Usage Rates by Size of Dog

Table 5-5. Pet Treats Usage Rates by Size of Dog, 2025 (percent and number of dog-owning households)

Purchase Rate of Size-Specific Treats

Figure 5-5. Purchase Rate of Size-Specific Dog Treats, Past 12 Months, 2025 (percent of dog treat purchasers)

Treat Usage Rates by Age of Pet

Table 5-6. Purchase Rates of Treats by Age of Pet, 2025 (percent of dog-/cat-owning households)

Treat Purchase Rate by Texture/Size/Shape of Treat

Table 5-7. Purchase Rates for Treats and Chews by Texture/Size/Shape, Past 12 Months, 2025 (percent of dog and cat owners who purchased treats/chews)

Purchase Rate of Treats by Price Range

Figure 5-6. Purchase Rate of Treats by Price Range, Past 12 Months, 2025 (percent of dog treat purchasers)