Health and Wellness Opportunities in a Shifting Pet Treat Market

In today’s uncertain economy, pet owners are making tougher choices about where their money goes. Rising costs are stretching household budgets, forcing even the most devoted pet parents to rethink their spending habits. According to a recent survey, nearly one-third of pet owners have had to reduce their non-essential purchases, with younger pet owners experiencing the most hardship. For some families, even paying monthly bills is becoming a strain.

This financial reality is reshaping the pet treat category — a space that saw explosive growth during the pandemic when “pampering pets” became the norm. Because treats are often considered discretionary, even small cutbacks hit hard. Price-conscious consumers are turning to value-driven alternatives: store-brand treats are on the rise, while budget-friendly national brands are also gaining traction. The positioning of treats, particularly in relation to value, has never been more crucial in this environment.

Where Value Meets Wellness

While cost matters, the bond between pets and their parents ensures that health and wellness remain strong purchase drivers. For many, treats aren’t just indulgences—they’re part of a care routine. Research highlights this:

• 73% of pet owners actively look for products that improve pet health.
• 75% like the idea of healthy treats.
• 77% say they are willing to pay more for healthier options.
• 73% prefer treats that deliver extra nutrition or support specific health needs.

With veterinary visits declining recently due to cost and access issues, at-home solutions are filling the gap. Treats that double as functional health products — such as dental chews, mobility support, or skin and coat care — resonate strongly with owners seeking both affection and efficacy.

The Rise of “Smart Indulgence”

For brands, the opportunity lies in redefining treat time. Rather than being seen as “extras,” treats can be marketed as “smart indulgences”—affordable, purposeful, and health-forward. Pet owners still want to spoil their pets, but they want those indulgences to serve a higher purpose.

Effective strategies include:

• Efficacy: Highlight vet-formulated or clinically supported benefits.
• Transparency: Use simple, clear ingredient lists that inspire trust.
• Affordability with Value: Consider functional treats as investments that could potentially lower future medical costs.

Retailers, too, play a vital role. Curated assortments featuring healthy treat options, in-store education, and cross-promotions with functional foods or supplements can reinforce the message. Private label lines that combine affordability with wellness benefits could become a strong growth driver in this space.

Looking Ahead

The pet treat market is no doubt facing headwinds, but health and wellness provide a clear path forward. Success will come to brands and retailers who:

• Develop health-orientated treats at accessible price points.
• Leverage veterinary endorsements and science-backed claims.
• Communicate treats not as luxuries, but as everyday care essentials.

In short, pet owners may be tightening their wallets, but their commitment to their pets’ well-being hasn’t wavered. For them, the right treat is more than a snack — it’s a small act of care, a way to ensure that even in tough times, their pets feel loved, healthy, and happy.