Pet Treats and Chews in the US, 5th Edition

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

MARKET TRENDS

Introduction

Market Definition

Four Product Categories

Other Marketing Classifications

Notes on Human Grade Pet Foods

Report Methodology

Generational Breakouts

Market Size and Composition

Sales Growth Continues to Accelerate

Sales Growth by Animal Type

Indulgent Treats Tops in Sales

Sales by Distribution Channel

Annual Expenditure on Treats and Chews

Market Outlook

Pet Owners Rely on Pet Treats & Chews

Economic Pressures Persist Despite Lessening Inflation

Pet Treats Market Not Spared Substantial Headwinds

Focus on Affordability in Pet Food and Treats

Pet Treats Provide "Family" Bonding Moments

Human/Animal Bond Part of Humanization Trend

Treats for Training

Intensified Focus on Health and Wellness

Pet Obesity and Aging Pets Contribute to Health Concerns

Declining Dog Population

Functional Pet Treats Compete with Other Treatments

Dental Treats Provide Oral Care Benefits

Cannabis/CBD Treats Help with Anxiety, Pain

Pet Owners Less Concerned About Pet Treat Safety

Competition from Wet Pet Food

Looking Ahead

• Pet Treats Sales to Near $18 Billion by

COMPETITIVE TRENDS

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

Kibble Marketers Battle Fresh Food Takeover with Treats

Pet Owners Loyal to Food, Treat Brands

The Retail Landscape

Pet Treats Tend to Be Unplanned, Impulse Purchases

Private-Label Treats Follow Trends

Customer Rewards Programs

Retailer-Exclusive Products

Autoship and Treat Subscription Boxes

MARKETING AND NEW PRODUCT TRENDS

Trends in Treats and Chews

Treats and Chews Follow Pet Food Trends

Made in the USA Top Product Claim

Treat Purchase Rate by Specialty Formulation

Treat Purchase Rate by Texture/Size/Shape of Treat

Natural and Organic Treats

Humanization

Human-Grade Treats

Functional Treats

CBD Treats

Dental Treats and Chews

Limited- and Single-Ingredient Treats and Chews

Freeze-Dried and Air-Dried/Dehydrated Treats

Sustainability and Corporate Responsibility

Plant-Based Treats

Treats for a Cause

Low-Calorie Treats

Trends in Rawhides and Long-Lasting Edible Chews

Trends in Cat Treats

THE CONSUMER

Note on Pet Population Figures

Two Data Sources

Pet Treat Purchasing Patterns

Indulgent Treats Are the Most Popular Choice

Cat Owners Treat Usage Increases

Long-Term Treat Usage

Number of Treat Bags Purchased

Treat-Giving Frequency

Treat Usage Rates by Number of Pets

Pet Treat/Chew Usage Rates by Size of Dog

Treat Usage Rates by Age of Pet

Treat Purchasing by Channel

Autoship/Subscription Delivery

Treat Purchasing by Brand

Treat Purchasing Demographic Patterns by Brand

OPPORTUNITIES IN THE PET TREATS MARKET

Affordable Options

Figure 1-1. Level of Concern with the Rising Prices of Pet Treats, 2023 (percent of pet owners)

Health and Wellness

Functional Products

Cat Treats

Alternative Proteins

Figure 1-2. Level of Agreement with the Statement, "I like the idea of using more sustainable

alternative protein ingredients in pet food and treats", 2023 (percent of dog and cat owners)

Sourcing and Transparency

Omnichannel Marketing Replacing In-Store Experiences

CHAPTER 2: MARKET TRENDS

CHAPTER HIGHLIGHTS

INTRODUCTION

Market Definition

Four Product Categories

Other Marketing Classifications

Notes on Human Grade Pet Foods

Report Methodology

Generational Breakouts

MARKET SIZE AND COMPOSITION

Sales Growth Continues to Accelerate

Table 2-1. US Retail Sales of Pet Treats & Chews, 2017-2022 (dollars in millions)

Sales Growth by Animal Type

Table 2-2. US Retail Sales of Pet Treats & Chews: Dog vs. Cat, 2017-2022 (dollars in millions)

Indulgent Treats Tops in Sales

Figure 2-1. Share of US Retail Sales of Pet Treats & Chews by Type, 2022 (percent and dollars in

millions)

Table 2-3. Pet Treats & Chews Sales by Animal Type, 2022 (percent and dollars in millions)

Sales by Distribution Channel

Figure 2-2. Percent Share of US Retail Sales of Pet Treats & Chews by Channel, 2022 (percent and

dollars in millions)

Annual Expenditure on Treats and Chews

Table 2-4. Annual Expenditure on Treats/Chews Per Pet-Owning Household, 2020-2022 (dollars in

millions)

Table 2-5. Annual Expenditure on Treats/Chews Per Pet, 2020-2022 (dollars in millions)

iv

MARKET OUTLOOK

Pet Owners Rely on Pet Treats & Chews

Economic Pressures Persist Despite Lessening Inflation

Figure 2-3. Level of Concern About Rising Prices in Consumer Categories, 2022 (percent of pet

owners)

• Table 2-6. Effects of the Economic Environment on Pet Owners, January 2022 vs. February

(percent negatively/positively affected)

Table 2-7. Selected Pet Product Spending Psychographics, January 2022 vs. February 2023 (percent of

pet product shoppers)

Table 2-8. Most Significant Challenges to Pet Ownership: Dog vs. Cat Owners, 2023 (percent)

Pet Treats Market Not Spared Substantial Headwinds

Figure 2-4. Level of Concern with the Rising Prices of Pet Treats, 2023 (percent of pet owners)

Figure 2-5. Reduction in Expenditure on "Extras", Past Year vs. Coming Year 2023 (percent of pet

owners)

Owners Cut Back on Pet Treat Spending

Figure 2-6. Pet Care Expenses Pet Owners Cut Back on Due to Inflation, 2022 (percent of pet owners)

Focus on Affordability in Pet Food and Treats

Table 2-9. Percent of Pet Food Buyers Purchasing "Store Brand" Pet Food or Treats in Last 6 Months

2019 vs. 2021 vs. 2023 (percent of category purchasers)

Pet Treats Provide "Family" Bonding Moments

• Figure 2-7. Level of Agreement with Statement: "I consider my pets to be part of the family",

(percent of pet owners)

Figure 2-8. Level of Agreement with Statement: "My pets are central to my home life", 2023 (percent

of pet owners)

Figure 2-9. Pet Owner Attitudes Towards Treat Giving, 2023 (percent of dog and cat owners)

Human/Animal Bond Part of Humanization Trend

Illustration 2-1. Full Moon Human-Grade Treats Website

Figure 2-10. Humanization and Treat Attitudes, 2023 (percent of dog and cat owners)

Shift to Alternative Protein Pet Treats Influenced by Human Trends

Figure 2-11. Alternative Proteins in Treats, 2023 (percent of dog and cat owners)

Figure 2-12. Level of Agreement with the Statement, "I like the idea of using more sustainable

alternative protein ingredients in pet food and treats", 2023 (percent of dog and cat owners)

Treats for Training

Figure 2-13. Treat Usage for Reward/Training, 2023 (percent of dog and cat owners)

Intensified Focus on Health and Wellness

Figure 2-14. Percentage Strongly or Somewhat Agreeing with Statement: "My pets are important to

my mental/physical health", 2023 (percent of dog, cat, and other pet owners)

Figure 2-15. Agreement with Selected Statements Related to Pet Health Concerns: Dog vs. Cat

Owners, 2023 (percent of dog and cat owners)

Pet Treats As Pet Health Products

Figure 2-16. Agreement with Selected Statements Related to Healthier Pet Treats, 2023 (percent of

dog and cat owners)

Figure 2-17. Products Considered Most Important for Pet Health, 2023 (percent of dog and cat

owners)

Pet Obesity and Aging Pets Contribute to Health Concerns

Figure 2-18. Level of Agreement with the Statement, "I sometimes refrain from giving treats due to

concerns over my pet being overweight/obese", 2023 (percent of dog and cat owners)

Figure 2-19. Share of Dog and cat-Owning Households With Senior Pets Age 7+, 2012-2022 (percent

for even years)

Declining Dog Population

Table 2-10. Dog-Owning Household Population by Generational Cohort, 2016-2022 (number in

thousands)

Functional Pet Treats Compete with Other Treatments

Figure 2-20. Level of Agreement with the Statement, "Functional treats play an important role in my

pet's health care", 2023 (percent of dog and cat owners)

Dental Treats Provide Oral Care Benefits

Cannabis/CBD Treats Help with Anxiety, Pain

Figure 2-21. Level of Agreement with the Statement, "I like the idea of CBD/Cannabidiol pet treats to

help address my pet's anxiety/pain", 2023 (dog and cat owners)

Pet Owners Less Concerned About Pet Treat Safety

Figure 2-22. Level of Agreement with the Statement, "Fear of contamination/product safety is a key

consideration in the pet treats I purchase", 2023 (dog and cat owners)

Competition from Wet Pet Food

Table 2-11. Household Usage of Pet Food by Type in Last 6 Months 2019-2022 (percent of dog- or

cat-owning households)

LOOKING AHEAD

• Pet Treats Sales to Near $18 Billion by

Table 2-12. Projected US Retail Sales of Pet Treats & Chews, 2022-2027P (dollars in millions)

Table 2-13. Projected US Retail Sales and Shares of Pet Treats & Chews: Dog vs. Cat, 2022-2027

(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

Three Dog Bakery Acquisition

Alphia Partners with Better Choice Company

Illustration 3-1. Halo Pets Packaging Redesign

Natural Balance and Canidae Merge

Purina Acquires Red Collar Pet Treats Factory

Mars' Temptations Enters Cat Food Market

Post Acquires Pet Brands from Smucker

Beach Point Capital Acquires Controlling Stake in Wet Noses

Mars Petcare Acquires Champion Petfoods

Perdue Farms Renovates Treat Facility

Encompass Pet Group Acquires WildPaw

Chasing Our Tails Buys K9 Candy Kitchen

General Mills Increases Co-Packer Production But Plans to Close Plant

BrightPet Nutrition Group Acquires Bravo! Pet Foods

Premium Pet Food Brand Ziwi Acquires New Zealand-Based Freeze-Dried Foods

Antelope Acquires Ark Naturals

Mars Petcare Expands Treat Production

Garnett Station Partners Acquires Woof Gang Bakery & Grooming

Tuffy's Treat Co. Acquires Finley's Barkery

Worldwise Acquires Pet Factory

The Honest Kitchen Receives Investment

Dane Creek Capital Corp. Acquires Pet Treats Maker Wodema Industries

Phelps Pet Products Acquires Treat Production Equipment from Simmons Pet Foods

Wild Earth Receives Investment

Made by Nacho Receives Investment

"I and love and you" Receives Investment

Manna Pro Acquires Oxbow Animal Health

Kibble Marketers Battle Fresh Food Takeover with Treats

Smucker Downsizes Pet Food Portfolio, Post Buys In

General Mills Ramps Down Treat Production

Pet Owners Loyal to Food, Treat Brands

Figure 3-1. Pet Food and Treat Brand Loyalty, 2023 (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, 2023 (percent of dog and cat treat purchasers)

Private-Label Treats Follow Trends

• Table 3-1. Select Private-Label Pet Treat Brands,

Customer Rewards Programs

Retailer-Exclusive Products

Illustration 3-2. Bocce's Bakery Whole Foods Exclusive Varieties

Illustration 3-3. Clif Pet Petco-Exclusive Plant-Based Jerky Treats

Illustration 3-4. "I and love and you" Walmart-Exclusive Squeeze-and-Thank-You" Lickable Cat Treat

Autoship and Treat Subscription Boxes

Illustration 3-5. Bright Box from BarkBox

Illustration 3-6. PoochPerks Pampered Pooch Box

Illustration 3-7. BoxCat Subscription Box Treats

CHAPTER 4: MARKETING & NEW PRODUCT TRENDS

CHAPTER HIGHLIGHTS

TRENDS IN TREATS AND CHEWS

Treats and Chews Follow Pet Food Trends

Illustration 4-1. NOBL Foods Treats

Made in the USA Top Product Claim

Table 4-1. Purchase Rates for Treats and Chews by Product Claim, Past 12 Months, 2023 (percent of

dog and cat owners who purchased treats/chews)

• Figure 4-1. Level of Agreement with the Statement, "I seek out treats made in the USA",

(percent of dog and cat owners)

Illustration 4-2. Pet Factory Treats

Illustration 4-3. Milk-Bone Treats with US Banner

Treat Purchase Rate by Specialty Formulation

• Table 4-2. Purchase Rates for Treats and Chews by Specialty Formulation, Past 12 Months,

(percent of dog and cat owners who purchased treats/chews)

Treat Purchase Rate by Texture/Size/Shape of Treat

• Table 4-3. Purchase Rates for Treats and Chews by Texture/Size/Shape, Past 12 Months,

(percent of dog and cat owners who purchased treats/chews)

Natural and Organic Treats

Figure 4-2. Level of Agreement with the Statement, "I seek out treats made from natural/organic

ingredients", 2023 (percent of dog and cat owners)

Humanization

Illustration 4-4. Milk-Bone Stacked Treats

Illustration 4-5. Barkworthies Hickory Smoked Chews

Human-Grade Treats

Illustration 4-6. Doggy Delirious Human-Grade Treats

Illustration 4-7. Saint Rocco's Human-Grade Treats

Illustration 4-8. MyPup Slushy Human-Grade Treats

Functional Treats

Table 4-4. Health Conditions for Which Treats/Chews are Purchased, Past 12 Months, 2023 (percent of dog and cat owners who purchased treats/chews)

Illustration 4-9. Pawse Mighty Mushrooms Functional Treats

Illustration 4-10. FreshCap Shroomies Immunity Bites

Illustration 4-11. Cooper & Friends Digestive & Immunity Health Jerky

Illustration 4-12. Midwestern Pet Foods' Earthborn Holistic Earth Bites

CBD Treats

Illustration 4-13. Martha Stewart CBD Dog Treats

Table 4-5. Retail Outlet for CBD Pet Treat/Chew Purchases, Past 12 Months, 2023 (percent of dog and

cat owners who purchased CBD treats/chews)

• Table 4-6. Health Conditions for Which CBD Pet Treat/Chew Were Purchased, Past 12 Months,

(percent of dog and cat owners who purchased CBD treats/chews)

Illustration 4-14. Rover's Canine Wellness Freeze-Dried Bites

Illustration 4-15. Petipet CBD Bars

Dental Treats and Chews

Table 4-7. 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 2023 (percent of dog and cat owners)

Illustration 4-16. Barkworthies Collagen Dental Chews

Illustration 4-17. Get Naked Calming Health Functional Dental Sticks

Illustration 4-18. Avery's Holistic Paws Probiotic Dental Sticks

Illustration 4-19. N-Bone Adult Dental Rings

Limited- and Single-Ingredient Treats and Chews

Figure 4-3. Level of Agreement with the Statement, "I seek out treats made with limited-ingredient

recipes for my pets", 2023 (percent of dog and cat owners)

Illustration 4-20. Stewart Pet Single-Ingredient Treats

Illustration 4-21. Campfire Treats Single-Ingredient Pork Treats

Illustration 4-22. Portland Pet Food Limited-Ingredient Treats

Freeze-Dried and Air-Dried/Dehydrated Treats

Illustration 4-23. West Paw Freeze-Dried Raw Treats

Illustration 4-24. K9 Bros Air-Dried Treats

Illustration 4-25. PureBites Freeze-Dried and Air-Dried Treats

Sustainability and Corporate Responsibility

Figure 4-4. 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", 2023 (percent of dog and cat

owners)

Illustration 4-26. Shameless Pets Upcycled Dog Treats

Illustration 4-27. Health Extension ImPawFect Upcycled Treats

Illustration 4-28. Nature Gnaws Website Banner

Plant-Based Treats

Illustration 4-29. Clif Pet Plant Based Jerky

Illustration 4-30. Whole Life Pet Green Planet Treats

Illustration 4-31. Bright Planet Better Bites Meatless Treats

Treats for a Cause

Illustration 4-32. Einstein Pets Peace, Love, Hope Treats

Illustration 4-33. Nutri-Source SuperStars Treats

Low-Calorie Treats

Illustration 4-34. Charlee Bear Grain Free Crunch Treats

Illustration 4-35. Greenies Anytime Bites

Trends in Rawhides and Long-Lasting Edible Chews

Illustration 4-36. Nylabone Healthy Edibles

Illustration 4-37. Milk-Bone Chews Flavor Twists and Flavor Braids

Illustration 4-38. Cadet Bully Hide Rolls

Trends in Cat Treats

Illustration 4-39. Temptations TenderFills

Illustration 4-40. Friskies Playfuls

Illustration 4-41. Fromm Family PurrSnackitty Treats

CHAPTER 5: THE CONSUMER

CHAPTER HIGHLIGHTS

NOTE ON PET POPULATION FIGURES

Two Data Sources

Generational Cohorts

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, 2023 (percent of dog and

cat owners)

Cat Owners Treat Usage Increases

Figure 5-1. Usage Rates for Treats, Past Six Months, 2019 vs. 2021 vs. 2023 (percent and number in

thousands of dog-/cat-owning households)

Long-Term Treat Usage

Figure 5-2. Pet Treat Usage Rates, Past Six Months, 2014 through 2023 (percent of dog- and catowning

households)

Figure 5-3. Pet Treat Usage Rates, Past Six Months, 2014 through 2023 (number of dog- and catowning

households in thousands)

Number of Treat Bags Purchased

Table 5-2. Usage Rates of Treats by Number of Packages, Past 30 Days, 2023 (percent of dog- and catowning

households using treats in the past six months)

Treat-Giving Frequency

Table 5-3. How Frequently Dog and Cat Owners Give Pets Treats/Chews, 2023 (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, 2023 (percent of dog and catowning

households)

Pet Treat/Chew Usage Rates by Size of Dog

Table 5-5. Pet Treats Usage Rates by Size of Dog, 2023 (percent and number of dog-/cat-owning

households)

Treat Usage Rates by Age of Pet

Table 5-6. Purchase Rates of Treats by Age of Pet, 2023 (percent of dog-/cat-owning households)

Treat Purchasing by Channel

• Figure 5-4. Purchase Patterns by Retail Channel for Pet Treat/Chew Purchases, Past 12 Months,

(percent of dog and cat owners who purchased treats/chews)

• Table 5-7. Brick-and-Mortar Shopping Patterns for Pet Treat/Chew Purchases, Past 12 Months,

(percent of dog and cat owners who purchased treats/chews in brick and mortar outlets)

• Table 5-8. E-Commerce Shopping Patterns for Pet Treat/Chew Purchases, Past 12 Months,

(percent of dog and cat owners who purchased treats/chews from e-commerce retailers)

Autoship/Subscription Delivery

Table 5-9a. Share of Dog and Cat Product Shoppers With Current Pet-Related Subscriptions for

Products or Services by Type: Overall and by Dog vs. Cat Owners, 2023 (percent)

Table 5-9b. Share of Pet Product Shoppers With Current Pet-Related Subscriptions for Products or

Services by Type: Overall and by Generational Cohort, 2023 (percent)

Treat Purchasing by Brand

Table 5-10. Dog Treats Usage Rates by Brand, 2023 (percent and number of dog-owning households

who used treats in the past six months)

Table 5-11. Cat Treats Usage Rates by Brand, 2023 (percent and number of cat-owning households

who used treats in the past six months)

Treat Purchasing Demographic Patterns by Brand

Table 5-12. Indicators for Dog Treat Usage by Top Brands, 2023 (index and number of dog-owning

households who used treats in past six months)

Table 5-13. Indicators for Cat Treat Usage by Top Brands, 2023 (index and number of cat-owning

households who used treats in past six months)