In the pet treats and chews market, top trends can mirror those in the pet food market, such as the use of alternative proteins, sustainability, and ingredient transparency. However, several differences mark these two consumables categories. Primary among these differences is the pet owner attitude that while pet food is a “need to have” pet care product, pet treats are more discretionary in nature, making pet owners more likely to cut back on purchasing them during economically trying times. Marketers of pet treats must approach pet owners at their level, encouraging pet owners to view treats as an essential part of their pet care regimen that doesn’t have to break the bank. Packaged Facts’ new
Pet Treats and Chews in the US report explores the following top treat trends in more detail, along with other market-driving forces.
Affordable Options
One of the biggest consumer market stories in 2022 and early 2023 was record-breaking inflation across most categories. Although inflationary conditions appear to be receding as of mid-2023, pet owners are still reeling from the economic impact. Specific to the treat market, Packaged Facts’ May 2023 survey showed that 25% of pet owners were very concerned about the rising prices of pet treats, with an additional 32% indicating they were somewhat concerned. Usage of private label dog treats has increased since 2019, and marketers such as Smucker’s have been placing their focus squarely on their value-positioned treat brand lines. As inflation and the threat of economic recession exert pricing pressure on all pet categories, value and private-label products are well positioned to leverage their statuses as quality but affordable strategic shopping options.
Health and Wellness
In the pet industry overall, a uniform focus on health has long spearheaded the most important marketing and product development thrusts, driven by pet humanization and owners’ heavy involvement in animal care; this includes their insistence on having – and willingness to pay dearly for – quality products that offer demonstrable health benefits that are on par with those they seek for themselves. In the pet treats market, successful products will provide demonstrable health and wellness benefits through higher quality or more functional ingredients, or the absence of those perceived to be undesirable – such as artificial flavors, colors, and preservatives. Dental health, weight control, and age-related benefits all fall under the health and wellness umbrella and harbor much potential in the treats arena.
Cat Treats
As the second largest component of the US pet industry by animal type, cats typically benefit from the same favorable trends driving growth in the pet industry overall. In the treats market in particular, there’s frequent overlap from the canine side of the business to the feline side, although the latter often lags the former. As this dog to cat cross-over trajectory helps to illustrate, the US pet industry has long been overtly canine-centric, and this bias is especially problematic as the dog population has experienced several years of decline. Cat treats make up only 22% of the treat market, so the greatest overarching opportunity for feline treat market advancement is therefore also the most obvious one – focus on cats. Demand for more cat-specific treats is growing every year, presenting more opportunities for marketers willing to expand their offerings to embrace this “second-class pet.”
Author:
Shannon Brown is the Research Manager and Publisher of the Pet Products & Services industry for Packaged Facts.