Pet Treats - Market Research, Industry Trends, Market Share, Consumer Insights


Published: 09/30/2019
Pages: 172
Full Study Price: US$ 3,995

This Packaged Facts report examines the U.S. market for pet treats and rawhide chews as defined below, with a focus on products for dogs and cats. It provides data, forecasts, and insights including product, format, nutrition, ingredient, and benefit trends for indulgent treats, rawhide and other edible chews, functional treats, and dental treats and chews. Throughout the report, the overall market is referred to as “treats” or “treats and chews.”Packaged Facts divides the market into five product categories:

  • Indulgent Treats: Indulgent treats are those with no intrinsic or added functional or dental benefits. These treats are not marketed as offering any special health benefits. Indulgent treats can be soft, chewy, or crunchy in texture.
  • Rawhide/Long-lasting Edible Chews: Rawhide chews, sometimes also referred to as “natural chews,” are edible chews made from animal parts, such as rawhides and pig ears. Long-lasting edible chews are typically intended to take the place of animal-based products.
  • Dental Chews/Treats: Dental chews/treats offer either mechanical (abrasion) tooth-cleaning properties or provide oral hygiene/breath odor-control benefits. They may also offer additional functional benefits, with typical conditions treated including hip and joint and skin/coat.
  • Functional Treats: Functional treats, also called nutraceutical treats, offer intrinsic health benefits or contain additional ingredients designed to address specific health conditions, such as glucosamine for joint health or omega fatty acids for skin and coat health. This report covers functional products specifically marketed as treats or chews, which can include traditional forms such as biscuits and jerky strips, as well as newer forms such as soft chews, gravies, lick-off gels and pastes, beverages, and sprays.
  • Cat Treats: Cat treats are marketed specifically for cats and include both indulgent treats and functional/dental treats and chews.
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Table Of Contents

  • Executive Summary
    • The Market
      • Introduction
      • Market Size and Composition
      • Market Drivers
      • Looking Ahead
    • Competitive Trends
      • Competitive Overview
      • Market Leaders
      • The Retail Landscape
    • Marketing & New Product Trends
      • Trends in Treats and Chews
    • The Consumer
      • Overall Purchasing Patterns
      • Purchaser Demographics
      • Brand Purchasing Patterns
    • Insights and Opportunities
      • Focusing on product safety
      • Focusing on transparency
      • Providing "multi-functional" products with health benefits
      • CBD, CBD, CBD
      • Taking advantage of the e-commerce boom
      • Moving beyond impulse purchase
      • Cats like treats, too
      • Blurring the Lines Between Snack and Meals
  • Market Trends
    • Chapter Highlights
    • Introduction
      • Market Definition
      • Five Product Categories
      • Other Marketing Classifications
      • Report Methodology
    • Market Size and Composition
      • Sales Growth Moderates
        • Table U.S. Retail Sales of Pet Treats & Chews, 2014-2019 (million dollars)
      • Sales by Distribution Channel
        • Table Share of U.S. Retail Sales of Pet Treats & Chews by Channel, 2019
    • Market Drivers
      • Pet Owners Rely on Pet Treats & Chews
      • Innovation Fueled by Human-Food Trends
      • Pet Owners Wary After Warnings, Recalls
      • Safety and Transparency Go Hand in Hand
      • DCM Impacts Pet Food and Treats Market
      • Pet Treats Provide "Family" Bonding Moments
        • Table Level of Agreement with Statement: "I consider my dogs/cats to be part of the family," 2019 (percent of pet owners)
      • Dog Owners More Willing to Spend More on Healthy Treats
      • Functional Pet Treats Compete with Other Treatments
        • Table Functional Pet Food, Functional Pet Treat, and Pet Supplement Usage by Condition, 2019 (percent of dog- and cat-owning households)
      • Cat Owners Seeking Equal Pet Market Standing
      • Pet Treats Inspire Pet Tech Products
      • Changes to Treat Net Content Labeling
    • Looking Ahead
      • Moderate Sales Gains Through 2023
        • Table U.S. Retail Sales of Pet Treats & Chews, 2018-2023 (in millions)
        • Table Pet Population Projections for Dogs and Cats: Number of Households and Number of Pets, 2019-2023 (in millions and percent)
  • Competitive Trends
    • Chapter Highlights
    • Competitive Overview
      • Market Structure and Retail Dynamics
      • M&A and Investment Activity
      • Competitive Activity: Plant Expansions, Line Extensions, Packaging Changes
    • Market Leaders
      • Mass-Market Treat Sales Controlled by Big Three
      • Top Brands in Pet Specialty
      • Dog and Cat Treats by Purchase Rates
        • Table Dog Treat Brand Usage, 2019 (percent of dog-owning households)
        • Table Cat Treat Brand Usage, 2019 (percent of cat-owning households)
      • Cat Owners Show More Brand Loyalty
    • The Retail Landscape
      • Walmart, Pet Superstores, and Supermarkets Lead in Treat Purchases
        • Table Pet Treat Purchase Rates by Retail Channel, Past 12 Months, 2019 (percent of dog and cat owners)
      • Treats Market Slowly Impacted by Internet Sales
      • Pet Specialty Channel Pushes Treats
  • Marketing & New Product Trends
    • Chapter Highlights
    • Trends in Treats and Chews
      • Treats and Chews Follow Pet Food Trends
      • Natural and Organic Treats
      • Humanization
      • Dental Treats and Chews
      • Functional Treats
      • Grain-Free and Grain-Inclusive Treats
      • Limited- and Single-Ingredient Treats and Chews
      • Raw Treats Part of the Raw Food Movement
      • Exotic Protein Treats Fueled by Innovative Sourcing
      • Locally and Specifically Sourced Treats Provide Transparency
      • Size-Specific Treats
      • Trends in Rawhides and Long-Lasting Edible Chews
      • Lickable Treats
      • Trends in Cat Treats
  • The Consumer
    • Chapter Highlights
    • Overall Purchasing Patterns
      • Note on Data Sources
      • Dog Ownership Growth Means More Treat-Buying Households
      • Treat Purchasing Rates
      • Treat Purchasing Rates by Number of Pets
        • Table Household Purchasing Patterns for Pet Treats by Number of Dogs or Cats Owned, 2019 (percent and number of U.S. dog- or cat-owning households)
      • Treat Purchasing Rates by Dry/Wet and Lifestage Pet Food Purchasing Patterns
        • Table Pet Treat Purchasing Rates by Type of Pet Food Purchased: Dog vs. Cats, 2019 (percent)
      • Pet Treat Usage Rates: General vs. Functional/Healthcare
      • Pet Treat/Chew Usage Rates by Size of Dog
        • Table Pet Treat/Chew Purchase Rates in Last 30 Days by Size of Dog, 2019 (percent)
      • Dental Treat/Chew Purchasing Rates by Age of Pet
        • Table Dental Treat/Chew Purchase Rates in Last 12 Months: By Age of Pet, 2019 (percent)
    • Purchaser Demographics
      • Dog and Cat Treat Purchaser Demographics
        • Table Demographics for Pet Treat Purchasing: Dog Owners vs. Cat Owners, 2017 (percent, number, and index)
    • Brand Purchasing Patterns
      • Mass-Market Dog Treat Brand Leaders
        • Table Dog Treat Brand Usage, 2019 (percent of dog treat purchasers)
      • Mass-Market Cat Treat Brand Leaders
        • Table Cat Treat Brand Usage, 2019 (percent of cat treat purchasers)
      • Demographic Indicators for Mass-Market Dog Treat Brand Leaders
        • Table Demographic Indicators for Purchasing of Leading Dog Treat Brands, 2019 (percent and index)
      • Demographic Indicators for Mass-Market Cat Treat Brand Leaders
        • Table Demographic Indicators for Purchasing of Leading Cat Treat Brands, 2019 (percent and index)
    • Spending Levels on Pet Treats
      • Dog vs. Cat Owners
        • Table Spending Levels on Pet Treats by Type: Dog Owners vs. Cat Owners, 2019 (percent)