Category Captains: Catnip and Meat Focused Treats

Catnip

Cat companionship continues to grow. Forbes reported in their “Pet Ownership Statistics” that more than 46.5 million households own a cat. And no one is happier to hear that news than Scott Ragan, CEO of SmarterPaw, parent company of award-winning pet product brands Meowijuana and Doggijuana. 

Ragan reported, “As the SmarterPaw team continues to work closely with our pet retail and ecommerce partners, one thing remains clear—cats are thriving! It truly feels like ‘the year of the cat,’ and many are saying that 2026 will be the year or even the decade of the cat. The number of households with cats and cat parents keeps growing, along with a greater awareness of how important products like catnip, catnip toys and catnip oil sprays are—each one supporting natural wellness and encouraging healthy play. It’s such an exciting time to be part of this journey, celebrating and caring for our feline friends!”

Most adult cats need 20 to 30 minutes of daily playtime to stay healthy. Catnip can make playtime more enjoyable and engaging. Ragan shared, “As pet parents become more experienced and dedicated to supporting their cat’s health from nose to tail, they’re eager to find top-quality products for their cats that help support a cat’s natural instincts and unique needs. Naturally and organically grown catnip is a must—all of Meowijuana’s catnip is responsibly grown in Canada and the USA, which pet parents and retailers alike truly appreciate.”

He continued, “Additionally, pet parents are seeking a variety of toys and products that suit different times of the day or ‘dayparts.’ For example, catnip toys for solo play on the floor are different from teasers and wand toys, which offer wonderful opportunities for interactive fun with their pets. We also have Meowijuana options like the Jump ‘n Jamb that help encourage cats to jump, claw and spring with a product that easily attaches to any door jamb. We are seeing there’s really a place for all of these kinds of Meowijuana toys to support a happy, enriching feline routine.”

“The Meowijuana team is committed to being a complete selling partner. We begin with a strong and steady innovation pipeline—bringing fresh, exciting products to our shelves and catalogs,” said Ragan. “Plus, we provide ample training on the ‘what’ and ‘why’ of Meowijuana and catnip, ensuring everyone is well-informed. From header cards and dump bins to PDQs for the register, we offer a variety of merchandising tools designed to suit the unique size and needs of each partner.”

Meowijuana has been pushing the category with dynamic experiences that celebrate the bond between pets and people. Ragan echoed this sentiment, “Meowijuana has truly shone with its consistent, fun innovation, top-quality products and strong partnerships in sales. The brand boasts playful, catchy names, vibrant colors that appeal to a younger generation of pet parents, and high-quality North American-grown catnip, premium catnip oils and durable fabrics—making it a trusted choice for both partners and pet owners. Adding to its success are regular promotions and custom selling programs. Thanks to the support from partners and consumers alike, Meowijuana has become one of the top-selling national pet specialty cat brands in the United States.”

What can we expect in the “year of the cat” ahead? “We are excited about many more years of growth and success in the pet industry,” said Ragan. “We believe in being caring partners and responsible stewards every step of the way. It’s all about innovation, quality, promotional support, training and managing channels and margins for our shared health.”

With their dedication to supporting retailers, as well as cats and cat-parents’ needs, Meowijuana is well-positioned for a thriving feline.

Meat Focused Treats

Meat treats are the most popular type of treats among dogs. Dogs love them. Dog owners love that meat treats are digestible and packed with proteins, fats and other nutrients. 

Rick Ruffolo, President and CEO of Phelps pet products, explained, “The meaty treats category has been a key catalyst for growth in the overall pet nutrition/pet food market, and it continues to be an important part of the pet parent’s lifestyle—including being a key tool for training, rewarding and engaging with your dog. Unfortunately, economic uncertainty and related factors throughout 2025 have increased production costs and driven up pricing throughout the industry.” 

Phelps Pet has one singular focus—providing the best, most innovative and most diverse assortment of meat-first specialty foods and treats in the industry. They partner with retailers to make sure consumers see the value and deliciousness they provide for pets. 

“We provide a complete set of services that allow our brand and retail partners to focus on consumer engagement—while we focus on best-in-class product development, nutrition and safety testing, innovation, production scale, quality control, on-time fulfillment and customer service. Phelps has key account managers who work with each customer to ensure great communication and collaboration every step of the way. We work with partners across nearly every channel of distribution, and that breadth and depth of knowledge enable Phelps to add value to our customers—whether they are a start-up entrepreneur, an established brand or a retailer looking to grow their category.”

Phelps is on a mission to create treats that dogs love. They are also on a mission to ensure their retail and brand partners delight their customers. 

“As innovators, we have the category expertise, test kitchens and experience to effectively bring new product concepts to life. As operators, we have the equipment, the production ‘know-how,’ the experience, the IT technology and the capabilities to be your fully outsourced supply chain partner. Retailers reach out to us because they know we can take their meaty dog treats and specialty food products from concept-to-market faster, more efficiently, with unbeatable customer service, on-time shipment/fulfillment and at a better quality/cost/value than anyone in the industry,” stated Ruffolo. 

Recognized as an industry innovator and with certifications such as 100 percent plant-based meatless dog treats, USDA Certified organic, Marine Stewardship Council certified, Upcycled Food Association certified, rePurpose Global partnership and Pet Sustainability Coalition accreditation, Phelps will be celebrating its 60th anniversary in 2026. That’s 60 years of providing high-quality meat snacks for furry best friends.