Category Analysis: Dog Treats

Dog treat manufacturers are thriving in a dynamic category, poised for growth in the years to come. Dog treats are more than a reward for good pet behavior. Today’s dog treats have transformed into a necessary component of the pet ownership experience. They offer value-added ingredients that support pets’ oral and gut health while strengthening the bond between pets and their owners.

In preparation for the fall and winter months, dog treat manufacturers are weighing the challenges and opportunities ahead.

“As we prepare for Q4, we’re really excited about our new innovations we just launched across both PureBites and Primal,” said Stuart Menten, Senior Director of Marketing for Pure Treats Primal Pet Foods. “For PureBites, we have our new freeze-dried Herring Dog Treats and our Holiday Advent Calendars for both cats and dogs. On the Primal side, we’re introducing our new Turkey & Salmon Frozen Raw Recipes, along with our new & improved Nuggets, which are now softer and easier to break into smaller pieces.”

“One of the challenges we’re continuing to work through is supply chain availability on the Primal side, which we’ve been prioritizing since the acquisition,” Menten continued. “We’ve already brought most SKUs back in stock. It’s been a big focus for us, and we’re continuing to make progress.”

“Q4 is always our busiest time of year. With Halloween, Thanksgiving, Hanukkah, and Christmas, people have plenty of occasions to spoil their dogs,” said Campfire Treats President Marko Wittich. “The Black Friday and Cyber Monday weekend sits on top of that as a separate peak, and with the rising cost of living we expect more bargain-hunting than usual over those few days.”

“Our hurdle is sourcing,” Wittich continued. “We are demanding about the meat and fish we buy: everything comes from US farms or fisheries, and most items also require farm animal welfare or sustainability certifications. Buying proteins in a niche that small is always a challenge, and the holiday spike amplifies it.”

Beyond short-term planning, Loving Pets is considering how its business—and the category as a whole—will evolve. “Over the next five years, Loving Pets will continue evolving by investing in manufacturing innovation and developing solution-based products that meet changing consumer needs,” Dan Nagy, VP of Sales for Loving Pets, previously said. “We believe the category will continue shifting toward cleaner ingredients, natural alternatives, and functional treats that support pet wellness and lifestyle needs. Retailers and consumers alike will increasingly prioritize transparency, quality, and value, while innovation in proteins, chew alternatives, and health-focused treats will continue shaping the category.”

Dog treat manufacturers are watching the trends they expect to shape the category and assessing which are likely to endure.

“We’re seeing a few trends having a big impact on the dog treats category right now,” said Menten. “Pet parents are increasingly treating their pets like members of the family, which is creating more opportunities for fun, engaging experiences around feeding and treating. This is something we’ve been focused on for a long time with products like our Squeezables, and we’ve continued to build on that with new products like our recently launched Holiday Advent Calendars for dogs and cats. We see treats becoming more than just a reward, but also a way for pet parents to create fun moments and interact with their pets.”

He continued, “At the same time, pet parents are paying much closer attention to the quality, transparency and nutritional value of the products they give their pets. We’re seeing continued interest in limited and single-ingredient treats, recognizable ingredients and products that offer a clear nutritional benefit. We’re also seeing more interest in nutrition that reflects a pet’s ancestral diet, including raw and minimally processed options. Pet parents are becoming more educated about what their pets need and are looking for products that support their natural nutritional needs.”

“We expect these trends to have staying power,” he added. “As pets continue to play an increasingly important role in people’s lives, pet parents are looking for products that reflect the same care and consideration they put into other choices for their families. That means they want treats that are fun for their pets, but also products they can understand, trust and feel good about giving them.”

Wittich with Campfire Treats believes there are four key trends shaping the dog treats category: affordability, US sourcing, ethical sourcing and ingredient decks filled with clean ingredients.

He elaborated: “Affordability, driven by inflation and the pressure on disposable income. Sourced and made in America. Ethically sourced ingredients, such as higher-welfare meat and sustainably caught fish. And clean ingredients, meaning no chemicals or artificial colors, dehydrated or freeze-dried rather than ultra-processed, which the broader consumer move away from ultra-processed food has accelerated. I believe all four have staying power.”