by Shannon Landry
May 15, 2025
As economic uncertainty continues to shape consumer behavior in 2025, the pet treats market is beginning to feel the effects of reduced discretionary spending.
Pet parents are increasingly reevaluating where and how they allocate their budgets—particularly when it comes to discretionary items. Although pet treats play an important role in many pet households, providing training, reward, and bonding opportunities, pet owners looking to cut back on pet spending may decide to cut treat spending in favor of pet food, a more essential item.
Shifts in the dog population since the pandemic have meant that the pet treats market (with its heavy reliance on dog ownership) has felt the strain more so than other areas in the market. After several years of pandemic-induced skyrocketing growth, the pet treats market has come back to earth and must adjust to the current realities of this new environment.
Pet treat sales surged during the pandemic as more households adopted pets and consumers indulged their companions with gourmet snacks and functional treats. However, the current macroeconomic environment—with its inflationary pressures, stagnant wage growth, and high interest rates—is prompting a recalibration of spending priorities. Within the pet market, stubbornly elevated prices mean pet owners are having to pay more for their typical products. As a result, some pet owners are choosing to trade down to lower priced options, such as value-priced and store brand products.
Premium treats, especially those boasting human-grade ingredients or health-specific claims, may seem like an area where pet owners may cut back. But pet owners in higher income brackets, who are typically the ones who are purchasing superpremium products, may not be as affected by current economic pressures. That said, treat marketers that can show how these higher-end products can provide added value, whether through functional and wellness benefits or other nutritional advantages, are likely to weather the economic storm better than brands positioning purely on indulgence.
Unlike in higher-income households, price sensitivity is pushing other consumers toward mass-market alternatives and private-label offerings from big-box retailers. These brands often deliver on basic taste and nutrition at a lower cost, making them more attractive in the current climate.
Despite the downturn, opportunities remain. Brands that can innovate while keeping affordability top of mind are better positioned to maintain loyalty. Examples include mid-tier brands offering “value-sized” treat packs and introducing more multi-functional products (e.g., dental + joint health) to justify higher prices through utility.
Pet parents have developed a reputation for the attitude, “nothing it too good for my fur baby,” and for the most part, pet spending has been remarkably resilient. Consumers may be spending less, but they’re still demanding quality and safety. This presents a window for brands to realign marketing efforts—shifting from indulgence-driven messaging to value-based narratives such as longevity, health, and trust.
For retailers, curating a balanced assortment of price points while minimizing slower-moving SKUs can help maintain sales. E-commerce channels should emphasize subscription models and bundling to increase average order value and customer retention. Brands, meanwhile, should monitor price sensitivity and stay nimble in pricing strategies. Reinvesting in consumer education—around the long-term health benefits of functional treats, for example—can mitigate short-term price resistance.
From a long-term perspective, we view the pet treats market not as being in decline, but as undergoing a correction. As consumers adjust to economic realities, success will depend on how well brands and retailers respond with offerings that reflect both value and quality.
For more information, see the newly published report Pet Treats and Chews in the US, 6th Edition.
About the blogger: Shannon Landry is the Pet Brand Manager for Packaged Facts and a veteran pet market research analyst.
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