Category Captains: Puppy Chews and Sustainably Sourced Premium Foods

Puppy Chews

Puppies need to chew frequently to relieve teething pain, explore their world and cope with boredom, anxiety and their amazing amount of non-stop energy. Chewing is a natural behavior that’s essential for their development. 

NPIC is leading the pet chew category through its innovation, high-quality products and a focus on pets’ health and well-being. “The puppy chews category is steadily growing as more pet parents focus on teething relief, safety and early-life nutrition,” reported Sam Chen, Director of Sales and Marketing at NPIC. “The market leans toward digestible, functional chews that support development and keep puppies engaged. Within this trend, products like our N-Bone Puppy Teething Rings, made with DHA, calcium and puppy-safe formulas, align well with this consumer demand. They are available in classic flavors such as chicken, pumpkin, peanut butter and salmon flavor, as well as grain-free options like blueberry and BBQ and grain-free chicken.”

He continued, “For added excitement, limited-edition Texas-inspired flavors including pulled pork, burnt ends, chicken fajitas and queso con carne make chew time both fun and engaging. Looking ahead, opportunities remain in functional benefits, clean ingredients and innovative flavors that enhance enrichment and nutrition.”

Every puppy is unique and so are their chewing needs. Their age, breed and jaw strength can all affect their chewing preferences. Puppy owners also search out different benefits in chewing products to meet their pet’s changing needs. “Consumers in the puppy chews category increasingly look for products that support dental health, use natural ingredients, are fully digestible and provide added functional benefits,” explained Chen. “Pet parents want chews that are gentle on developing teeth yet effective in relieving teething discomfort—without the risks of chewing on items that are too hard. Products like N-Bone Puppy Teething Sticks, made soft and pliable, offer a safe, natural solution that soothes sore gums and protects immature teeth.”

Chen shared, “While chews remain the priority, consumers also value complementary functional treats, such as N-Bone Puppy Training Treats with added immunity and digestive support, to round out their puppy’s early-life nutrition.” 

“Our new N-Bone Mega-Bone is made with natural ingredients, fully edible and digestible and satisfies strong chewing urges. The well-known N-Bone Quado keeps dogs entertained while helping reduce plaque and tartar, freshen breath and curb destructive chewing behaviors,” Chen reported. “Puppy teething chews remain a cornerstone, and we continue to develop chews that engage dogs, support dental health and provide functional benefits.”

With the constant need for training, attention and lack of sleep, a new puppy can be overwhelming. NPIC is ready with educational support for pet owners, along with a host of resources to support retailers. 

“At NPIC, we equip retail partners with the tools and resources needed to grow the puppy chews category. Our support includes educational product copy, lifestyle imagery and digital assets that clearly communicate functional benefits,” Chen noted. “These materials not only help improve online conversion but can also be used across offline channels to maintain a consistent and engaging brand presence.”

Chen continued, “We also leverage market intelligence tools, including SPINS and Helium 10, to uncover consumer insights, identify emerging trends and optimize assortment strategies. Together, these resources help retailers maximize category sales and enhance the overall shopper experience.”

“Retailers choose NPIC as their first call because we combine deep category expertise with a collaborative, data-driven approach. Our team provides actionable insights on trends, assortment and product strategy, while supplying marketing assets and educational content. Coupled with our innovative, high-quality, natural products, this approach drives measurable results—boosting sales, increasing shopper engagement and strengthening the puppy chews category,” Chen stated.

By combining innovation, functional benefits and data-driven insights, NPIC drives category growth and equips retailers with products that delight pets, satisfy owners and strengthen sales. Now that’s something to chew on. 

Sustainably Sourced Premium Foods

Open Farm recognizes that premium, sustainably sourced pet food is a rapidly flourishing and pliable corner of the pet nutrition space. Premium food manufacturers competing within this arena are pushed to defy the status quo by raising nutrition standards and distancing themselves from the foods from previous generations made with filler ingredients that were over-cooked to the point the nutrients were no longer useful. Leaders like Open Farm are up for the challenge. 

“The sustainably sourced premium foods category continues to be one of the most resilient and fastest-growing areas of pet nutrition,” said Chief Marketing Officer, Mark Sapir. “Pet parents are increasingly looking for options that are humanely raised, ethically sourced and made with transparency at the forefront. What’s driving this growth isn’t just sustainability on its own, it’s the clear link pet parents see between responsible sourcing and better nutrition for their pets. For us, this link has always been foundational, so it’s encouraging to see the broader category move in that direction. From everything we’re watching, this isn’t a trend that’s tapering off. As expectations continue to grow, so do the opportunities. The brands that will win the next phase of growth are those willing to lean in fully and authentically with deeper, more comprehensive commitments that pet parents can see, understand and verify.”

Open Farm believes neighborhood pet retailers are central to the outcome of the category. To do their part to guide the category towards success, the company has heavily invested in enticing pet parents to visit their local pet store. “We see neighborhood pet retailers as true partners in the success of this category, and we invest meaningfully to support their growth,” Sapir said. “A fundamental part of our strategy is driving new pet parents directly into their stores. We spend aggressively on awareness, education and demand creation, ultimately guiding highly motivated pet parents into the neighborhood pet channel where they can discover Open Farm. Once they’re in-store, we equip retailers with everything they need to succeed. Our innovation pipeline is designed to bring truly incremental solutions, products that solve real pet parent needs and invite new shoppers into the category. We pair that with programs like Astro and our Obsessed Retailer program, which help build long-term loyalty and repeat purchases. Sampling efforts, thoughtful POS, digital and social amplification and robust training all work together to create a seamless in-store experience. We invest heavily in ongoing education, ensuring staff feel confident speaking to the depth of our sourcing and nutritional commitments.”

Open Farm has proudly forged secure, deep-rooted connections with retailers. Working together, they are securing the prosperity and longevity of this area of pet nutrition.