In Conversation with ROAM Pets

The dog-treat category is ripe for innovation. Certifications, added nutritional benefits and enhanced safety measures show that manufacturers are paying attention to what matters most to pet owners. Even as owners become more intentional about spending, they’re reluctant to cut back on treats for their pets. Manufacturers are meeting that need with fairly priced products that deliver meaningful value. Beyond serving as rewards or opportunities to bond with pets, treats can encourage positive behaviors and support oral health, skin and coat condition, and digestion.

A leader within the dog treats category, ROAM Pets is gearing up for a busy Q4 and has plenty to look forward to.

“We are excited to see the results of our new product launches during the fourth quarter,” shared ROAM Pets Co-Founder and CEO Dean Triandafellos. “We love to see how our new proteins and products resonate with the pet parents. We are also very enthused to see the growth in treat categories, both dog and cat, when most other categories are in decline. Innovation is what will lead the way, creating incremental revenue in the category. We are still facing the challenges of tariffs and unsurety in the marketplace. Economic factors are probably our biggest immediate concern. We will overcome that by continuing to offer a differentiated product that is great for pets.”

One of the most significant trends in the dog treat category is growing interest in novel and alternative proteins.

“There is a clear and accelerating movement toward novel and alternative proteins,” Triandafellos observed. “With sustainability and allergy concerns continuing to rise, protein innovation will be a key trend for 2026 and beyond—and ROAM is leading the way. These proteins are valued for their lower environmental footprint, hypoallergenic potential, and strong palatability.”

He continued, “Health and premiumization remain major drivers in the chews and treats category. Dog treats are no longer viewed as simple snacks; they are increasingly part of broader health goals aimed at improving pets’ overall diets. This directly ties into the ongoing humanization trend, as pet parents look to extend both the quality and length of their pets’ lives.”

“Beyond product innovation, AI is expected to play an increasing role in personalization,” he added. “This includes tailoring diets by pet type, breed, and life stage, as well as driving targeted e-commerce recommendations and refining subscription models. The result will be a shift toward relationship-based purchasing, rather than purely transactional or impulse-driven snack purchases.”

Triandafellos noted that pet parents are becoming significantly more educated and discerning.

“They now expect ethically sourced ingredients, transparent supply chains, and genuine environmental responsibility from manufacturers,” he elaborated. “These expectations are not short-term trends—they will continue to grow and shape purchasing decisions in the years ahead. They are demanding quality but want value associated with that quality. Value is not only a ‘cheaper price.’ Pet parents are increasingly moving away from rawhide, industrially farmed proteins, and low-quality mass-produced treats. They are more educated, more ingredient-aware, and more environmentally conscious than ever before. As an industry, we must respond with products that address health concerns like allergies and weight management, while also supporting sustainable sourcing practices.”

Retailers considering which dog treat brands to partner with recognize that treats have become a regular shopping-list staple, rather than an afterthought.

“Treats used to be a secondary thought, a purchase that may or may not come after buying food,” Triandafellos reflected. “Today, treats are showing to be one of the only growing categories. They generate excitement, incremental revenue and higher margins. Retailers are looking for companies to help them open the door to pet parents that there are other amazing, healthy options available to them when it comes to dog treats.”

He continued, “We’ve made education a core pillar of our strategy. We’ve implemented retailer education programs to help store teams clearly communicate the benefits of our products. We’ve also increased direct funding to retail partners to support in-store promotions and drive trial. On the consumer side, ROAM invests heavily in educational social media campaigns focused on the benefits of sustainable, novel proteins—not just our brand. We also utilize geofencing strategies to drive traffic directly to independent pet retailers and regional chains, helping convert awareness into store visits.”

He added, “Dog retailers are expecting this from us as part of allowing our products into their stores. The next major opportunity is the continued development of a clearly defined healthy, sustainable treats category. The brands that succeed will be those that align with these evolving consumer values.”

ROAM Pets is challenging retailers to rethink the role of dog treats within their stores.

“One misconception I think the industry should rethink is that dog treats are a second thought—a small add-on to the pet food purchase rather than a destination category in their own right,” Triandafellos mentioned. “The category is evolving. Today’s pet parents are looking for treats that are healthier, simpler, more nutritious, and made with ingredients they can understand. Products like ROAM, built around single-ingredient and alternative proteins, demonstrate that treats can offer real nutritional value, sustainability, and a compelling story—not just an indulgence. I believe retailers should be treating these newer-generation treats as destination categories that can drive consumers into the store, increase basket size, and create excitement around the pet aisle. The opportunity is to stop thinking of treats as an afterthought and start recognizing them as one of the most innovative and fastest-evolving parts of the pet category.”

Triandafellos outlined the factors that will distinguish the leaders in dog treats from the rest of the market in the years ahead.

“Over the next few years, I think the leaders in dog treats will separate themselves through meaningful innovation, authenticity, and execution,” Triandafellos predicted. “First, innovation needs to go beyond new shapes and flavors. Consumers are looking for healthier, simpler-ingredient treats, alternative proteins, functional benefits, and products that align with their values around sustainability and animal welfare. The companies that identify the next generation of proteins and formats early will have a significant advantage. Second, authenticity will matter more than marketing. Consumers want to know where ingredients come from, how animals are raised, and whether the claims on the package are real. A transparent, defensible supply chain and a genuine story will become increasingly important. Finally, execution will separate the leaders from the followers. Great products don’t matter if you can’t supply them consistently, maintain quality, support retailers, and scale as demand grows. The companies that can combine differentiated products with reliable supply and strong retail execution will win. Ultimately, I think the biggest winners will be the companies that create new destinations within the treat category rather than simply competing for share of existing ones.”