Petfood Industry - November 2019 - 33

www.PetfoodIndustry.com | 33

label lines. At the same time, in the wake of rawhide pet treat
systems that many pet owners use instead of treats. This has
recalls in the last few years, pet treats and chews made from
especially been the case with CBD (cannabidiol, derived from
natural animal parts have become a product safety concern
the cannabis plant) supplements, which in the human and pet
to over half of dog and cat
owners (see Figure 1).
SELECTED PET TREAT SAFETY PSYCHOGRAPHICS, 2019
Whether addressing
% of dog or cat owners agreeing
a specific condition or
simply providing a wellness
"superfood" or nutritional
boost, functional treats form
another growing segment of
the treats market. In addition
to catering to health-focused
pet owners, functional treats
appeal to value-conscious
pet owners who are swayed
I am concerned about the
I seek out "made in USA" pet treats.
by the idea of getting "2 in
safety/contamination
of
pet
chews
1" in the form of treats that
made from animal parts (such as
address health conditions.
rawhide, ears, snouts, hooves).
Functional treats aren't
marketed in a vacuum,
Source: Packaged Facts, "Pet treats and chews in the U.S." (September 2019)
Studio Ayutaka I AdobePhoto.com
however. Packaged Facts
FIGURE 1: A majority of dog and cat owners are concerned about the safety of their
survey data show that while
animals' chews that include animal products, according to Packaged Facts data.
30% of dog owners and 26%

60

%

of cat owners purchase functional pet treats, many pet owners primarily or additionally
rely on functional pet foods and pet supplements to address a
variety of health concerns or conditions.

Addressing health concerns via treats
The health condition/concern being addressed helps to
determine the product format pet owners are most likely to
favor. In the skin and coat category, as reported in an earlier
Petfood Industry magazine column on pet supplements, more
pet owners choose pet foods targeting these conditions than
either treats or supplements. Dental/oral health is the main
category where treats come out on top in usage rates, mainly
due to the mechanical cleaning effect treats can offer, which is
difficult to attain with either a small supplement or a dry pet
food (which dogs tend to gulp down, rather than chew).
Notably, in addition, many pet supplement marketers have
begun "treatifying" their products, creating soft chew delivery

51%

54%

markets alike are credited with treating a range of conditions.
Pet owner interest in CBD centers on relieving anxiety and
stress issues in pets, but owners also view CBD as an alternative treatment for issues including pain management and
allergies. Packaged Facts' survey data indicate that, among pet
owners, 11% of dog owners and 8% of cat owners have used
cannabis (CBD/hemp) supplements or treats for their pets.

Cat treat sales
In the treats category, many marketers have long neglected
to fully cater to cats, or to remain as on-trend and innovative in cat treats as they are dog treat product launches. The
infamously finicky eating habits of cats are partly to blame,
causing their owners to be slow to shift to a new product once
they've found a product their cat likes. Nonetheless, cat treat
sales and usage rates have taken off notably in recent years,
growing to 16% of the pet treats market as of 2019. ■

MORE ON Packaged Facts' latest pet treats and chews report
https://bit.ly/2pXgRdz
Industry November 2019

44%


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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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