Special Report: Merchandising Chews in Food-Drug-Mass
Food, drug, and mass-merchandise (FDM) retailers provide pet parents with a convenient opportunity to buy treats while shopping for other household goods. US dog treat sales rose 2.4 percent to reach $7.3 billion, according to Circana data that includes grocery, drug, mass market, and select club/dollar channels.
Pete Chesna, Director of Eurofresh Foods, makers of Butcher’s Naturals, outlined the trends impacting the dog treat category—transparency, quality ingredients, and single-source protein treats.
“Pet parents are increasingly applying the same standards to their pets’ treats that they do to their own food, looking for recognizable ingredients, trusted sourcing, and products that complement their dogs’ overall wellness,” said Chesna.
He continued, “At Butcher’s Naturals, we’ve met this demand with single-source protein treats that have limited ingredients and are allergy-friendly. Our limited-ingredient recipes are free of artificial ingredients, additives, preservatives, corn, wheat, and soy. Our jerky assortment is made up of both traditional jerky and our new jerky stick form. This gives the pet parents that option to experience both traditional and growing trends in the market.”
“For FDM retailers, these trends create opportunities to merchandise treats by protein, quality and value. Highlighting protein sources, ingredient simplicity, form and quality helps pet parents quickly identify products that exceed their expectations, even on a routine grocery trip,” explained Chesna.
Chesna believes success in the FDM channel requires an assortment that delivers quality, variety, and value.
“Pet parents are extremely savvy in what they are looking for. The FDM pet aisle has become a destination. We believe a strong assortment delivers a variety of protein options with limited ingredients that are price conscious, while making it easy for pet parents to understand exactly what they’re purchasing,” noted Chesna.
“At Butcher’s Naturals, our single-source protein offerings help simplify that decision. Products like our Slow-Roasted Salmon Jerky, one of our best-selling treats, demonstrate the appeal of recognizable proteins and limited-ingredient recipes. Our salmon jerky offers dogs of all ages a flavorful, allergy-friendly, grain-free treat without artificial ingredients or preservatives. Salmon is also an appealing way for retailers to diversify their protein assortment beyond traditional options. By offering distinctive products that deliver quality and convenience, FDM retailers can encourage pet parents to add premium treats to their regular shopping baskets rather than seeking them out through another channel.”
“FDM’s advantage is that consumers already shop there. Offer pet parents curated assortments of premium, differentiated products and everyday staples to encourage them to buy dog treats during those visits rather than making a separate trip or ordering online,” added Chesna.
Redbarn dog treats and chews are carried by major pet supply retailers such as PetSmart and Tractor Supply Co., as well as grocery retailers like Fred Meyer, with products available online and in stores. The family-owned company celebrated its 30th anniversary in 2026. Redbarn describes itself as the No. 1 manufacturer of bully sticks and offers a variety of natural dog treats, chews and bones for dogs of different chewing styles and life stages.
In March, the company launched a brand awareness campaign, Redbarn. Ready for Life’s Adventure, highlighting everyday moments shared between dogs and their owners.
“We are looking at the KPIs but also doing a brand-lift study via this campaign,” said Megan Robles, Vice President of Marketing at Redbarn. “With this specific campaign, we want to connect to our audience and hope they relate to our messaging of pet parent and dog partnership.”
In August, Redbarn entered the dog toy category with the launch of Grab-A-Bull, an interactive chew holder. The toy is designed to hold Redbarn’s bully sticks and collagen sticks, making chewing safer and more engaging for dogs.
“We’re proud to build on the success of our bully sticks, which remain our most popular products, with the launch of Grab-A-Bull, our first-ever dog toy,” said Robles. “Building on 30 years of expertise in dog chews, Grab-A-Bull is a natural extension of our commitment to creating safer, more enriching experiences for dogs while providing greater peace of mind for pet parents.”
As brands respond to evolving consumer expectations, Purina has also adjusted its retail strategy, permanently closing its Purina Direct storefront in May and shifting its sales focus to FDM retailers. The company has focused on seasonal FDM product launches for its Beggin’ brand, including turkey- and ham-flavored options that offer safe alternatives to Thanksgiving table scraps. The company also launched limited-edition Halloween treats shaped like ghosts, pumpkins, and bats. Beggin’ became the official dog treat of US Soccer with special US Soccer Crest Bacon Flavor Dog Treats that were released across retail channels nationwide.
Purina opened a new Ohio factory and is expanding manufacturing in Italy, Brazil and Thailand as Nestlé reported 5.3 percent Petcare organic growth.
“Today marks the beginning of an exciting new chapter for Purina in Ohio,” said Nina Leigh Krueger, President and CEO of Purina. “The Batavia factory reflects our long-term commitment to American manufacturing, innovation and the communities where we operate. By investing in state-of-the-art infrastructure and partnering with a skilled workforce and supportive community, we have built a facility that will help us serve pets and their owners for generations to come.”
