Petfood Industry - November 2019 - 32

32 | www.PetfoodIndustry.com

MARKET
▲

REPORT

David Sprinkle

Current top trends in pet treats
and chews
humanization trend, whereby owners see pets as
highly valued household members and personal
companions, and correspondingly are highly
receptive to products similar in quality and appeal
to the ones they buy for themselves. In the treats
market humanization plays out in many ways,
including through ingredient trends, product
appearance and the growing "clean label" or
transparency trend in sourcing, labor practices,
manufacturing and ingredients that is reshaping
the packaged foods industry overall.

Top claims in the pet treats
category
Top claims consumers are
attracted to in pet treats
include "made in USA,"
"natural" and various
"functional" claims such as
dental health or anxiety relief.

T

he pet treats and chews market
closely follows the major trends
in pet food overall, given that many
of the same marketers, brands
Photo by Andrea Gantz | WATT Global Media
and product benefits are at play.
U.S.-sourced, natural/organic and
functional products are the most
sought-after types of treats, along with limited/
single ingredient, raw, exotic protein and locally
sourced offerings. Indulgent items, especially
products that mimic the flavor profiles of favorite
human foods, also remain in strong demand, as
do dental chews and treats that simultaneously
serve functional, pampering and pet entertainment/stimulation needs.
All these trends tie more broadly to the pet

Packaged Facts survey results show about half
of dog or cat owners seek out pet treats "made
in the USA," making this the most significant
product formulation claim in the category. As
is the case in the pet food market, made in the
USA is strongly associated with product safety
concerns, dating back to the pet food recalls of
2007 stemming from Chinese-sourced vegetable
proteins adulterated with melamine.
Although the term remains highly subjective
in any market, "natural" products, for which the
use of natural rather than artificial ingredients
is central to product positioning, also make up a
large part of the pet market, including in the treats
category. Natural as well as certified organic treats
are no longer a niche - most major marketers
currently field at least one brand line devoted
entirely to natural or organic products, and many
retailers have launched natural or organic private-

David Sprinkle is the publisher and research director at Packaged Facts, a leading supplier of market research on the U.S. pet industry.

November 2019

Industry


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Petfood Industry - November 2019

Table of Contents for the Digital Edition of Petfood Industry - November 2019

Petfood Industry - November 2019
Contents
How pet food can reduce waste, use more ingredients
Speaking of…
News and Calendar
Shameless Pets upcycles for eco-friendly dog treats
Transparency a complex issue for the pet food industry
The animal health corridor’s importance to pet food
Pet food companies give back in 2019
AAFCO holds annual meeting, Part 2: pet food activities
Whole soybeans: Why hasn’t pet food found this ingredient?
Current top trends in pet treats and chews
New Products
Marketplace
Advertiser’s Index
Petfood Industry - November 2019 - CT1
Petfood Industry - November 2019 - CT2
Petfood Industry - November 2019 - Petfood Industry - November 2019
Petfood Industry - November 2019 - Cover1a
Petfood Industry - November 2019 - Cover1b
Petfood Industry - November 2019 - Cover2
Petfood Industry - November 2019 - 1
Petfood Industry - November 2019 - Contents
Petfood Industry - November 2019 - 3
Petfood Industry - November 2019 - How pet food can reduce waste, use more ingredients
Petfood Industry - November 2019 - 5
Petfood Industry - November 2019 - Speaking of…
Petfood Industry - November 2019 - 7
Petfood Industry - November 2019 - 8
Petfood Industry - November 2019 - News and Calendar
Petfood Industry - November 2019 - Shameless Pets upcycles for eco-friendly dog treats
Petfood Industry - November 2019 - 11
Petfood Industry - November 2019 - 12
Petfood Industry - November 2019 - 13
Petfood Industry - November 2019 - Transparency a complex issue for the pet food industry
Petfood Industry - November 2019 - 15
Petfood Industry - November 2019 - 16
Petfood Industry - November 2019 - 17
Petfood Industry - November 2019 - The animal health corridor’s importance to pet food
Petfood Industry - November 2019 - 19
Petfood Industry - November 2019 - 20
Petfood Industry - November 2019 - 21
Petfood Industry - November 2019 - 22
Petfood Industry - November 2019 - 23
Petfood Industry - November 2019 - Pet food companies give back in 2019
Petfood Industry - November 2019 - 25
Petfood Industry - November 2019 - AAFCO holds annual meeting, Part 2: pet food activities
Petfood Industry - November 2019 - 27
Petfood Industry - November 2019 - Whole soybeans: Why hasn’t pet food found this ingredient?
Petfood Industry - November 2019 - 29
Petfood Industry - November 2019 - 30
Petfood Industry - November 2019 - 31
Petfood Industry - November 2019 - Current top trends in pet treats and chews
Petfood Industry - November 2019 - 33
Petfood Industry - November 2019 - New Products
Petfood Industry - November 2019 - 35
Petfood Industry - November 2019 - 36
Petfood Industry - November 2019 - 37
Petfood Industry - November 2019 - 38
Petfood Industry - November 2019 - 39
Petfood Industry - November 2019 - Marketplace
Petfood Industry - November 2019 - 41
Petfood Industry - November 2019 - Advertiser’s Index
Petfood Industry - November 2019 - Cover3
Petfood Industry - November 2019 - Cover4
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