The Future of Dog Chews
The future of the dog chews category is shifting towards traditional natural chews such as bully sticks and single- or limited-ingredient products, which are appreciated by pet parents for their simplicity, functionality and trustworthiness. Despite obstacles out of their control, such as supply chain challenges and rising costs, manufacturers are loyal to consistent quality and reliable sourcing to maintain stability and trust. Innovation is leaning towards enhancing product formats, shapes and textures to elevate the chewing experience. Overall, dog chews are poised for sustained growth propelled by an unwavering focus on thoughtful products that keep pets safe and allow pet owners to worry a little less.
“New ideas in the dog chew space will continue to emerge, but we believe the strongest long-term value remains in traditional natural chews like bully sticks and other single- or limited-ingredient products,” said Natural Farm Pet CEO Marcus Maximo. “These chews have stood the test of time because they are simple, functional, and trusted by pet parents.”
Maximo continued, “Over the past eight years, we’ve seen the category experience both growth and volatility, including multiple rounds of cost increases and supply chain pressures. Despite those challenges, we’ve remained resilient by staying focused on consistent quality and reliable sourcing. In this category, consistency is everything as retailers and consumers want products they can trust every single time. That’s where the real value comes from.”
“Today’s economic environment has also created significant pressure across the industry, especially considering that most natural chews sold in the US are manufactured overseas,” he added. “Tariffs and rising production costs have presented major challenges, particularly for smaller brands. Being a manufacturer ourselves has allowed us to navigate those disruptions more effectively, maintain supply stability, and help minimize pricing impacts for our retail partners in the pet specialty channel.”
In the near term, Natural Farm Pet is exploring bone broth chews, an area that offers considerable potential. This product category aligns well with several key attributes that pet owners highly value, including functionality, appealing flavor and enrichment.
“Well, I can’t share all of our secrets just yet—but I can say we have some very exciting things in development,” Maximo said. “One area we’re especially focused on is bone broth chews. We believe this segment has a lot of potential because it brings together several things pet parents are looking for: functionality, flavor, enrichment, and a more wellness-driven chewing experience.”
He continued, “That said, we also believe the category needs to evolve in terms of format. Many of the bone broth chews currently on the market are bulky or square-shaped, which can make them less intuitive and more difficult for dogs to chew comfortably. At Natural Farm, we’re looking at this opportunity a little differently. We want to bring products that offer the benefits of bone broth, but in new shapes, textures, and flavors that create a better experience for dogs and a more exciting option for retailers.”
In the next five to 10 years, the dog chews space is positioned for growth and innovation, offering a broad range of high-quality, purposeful products to discriminating pet owners who prioritize what’s best for their pets. Dog chews will center on functionality, natural ingredients and sustainability.
“The category is poised for continued growth as pet parents become more ingredient-conscious and focused on both safety and functionality,” Reid Mansell, Director of Marketing for Scott Pet, previously said. “Over the next five to ten years, we expect to see increased demand for chews that combine simple, recognizable ingredients with clear performance benefits, especially longer-lasting engagement. There will also be greater emphasis on transparency, sourcing, and digestibility, along with more innovation in formats and textures to meet different dogs’ needs. At Scott Pet, we see ourselves playing a key role in shaping that future—continuing to lead with high-quality, pork skin-based alternatives while pushing the category forward through thoughtful innovation and strong retailer partnerships.”
“The industry continually refines itself, weeding out unhealthy cooking methods and materials. I think we will continue to see a focus on natural products that are minimally processed,” Laura Jones, President of Jones Natural Chews, recently shared.
“It will continue to grow and treat manufacturers will have to focus on the younger consumer that wants humanization in treats, clean ingredients, and easy availability,” Rod Herrenbruck, Vice President Sales and Innovation for Rush Direct, previously shared. “Social media will become a big marketing and sales factor. We have to be prepared to address the consumer through this media.”
At a time when pet owners are increasingly knowledgeable and intentional about the products they choose for their pets, earning their trust and favor is no small feat for a dog chew company. It requires consistently delivering high-quality, safe, and effective products that reflect the evolving expectations of pet parents. Building that trust calls for transparency and a genuine commitment to pet well-being.
“Pet parents appreciate that our chews strike the right balance between simplicity and performance,” Mansell said. “Our products are naturally delicious, made with simple ingredients, and designed to last—something that’s not always easy to find in the category. Our layered chews generate a lot of excitement. They’re designed to deliver extended chew time, even for aggressive chewers, which creates a better experience for both the dog and the pet parent. That combination of long-lasting enjoyment and ingredient simplicity is a key reason consumers continue to come back to our brands.”
“Pet owners appreciate our butchering background because they trust our knowledge of quality meat and production standards that lead to a safe product,” Jones said. “We do love seeing customers discover the different parts that we offer. Pet parents overcome the ‘ick’ factor of some of our parts very quickly when they see a happy pup.”
The future of dog chews is filled with products made with simplified ingredient decks and offer a fun way to entertain and reward pups made by companies that have earned pet owners’ trust.
