Sustainability, Transparency Shaping Future of Dog Chews & Treats

The evolving preferences of today's pet parents have placed significant focus on environmentally responsible and healthconscious products. As a result, dog treat and chew manufacturers are doubling down on clean ingredients, ethical sourcing, ecofriendly packaging and retailer education. Industry leaders believe this shift is not just a passing trend but rather a long-term evolution in the pet sector, as consumers demand both functional benefits and transparency.
 

"Over recent years, we've seen a transformative shift in consumer behavior," says Phoebe Cooper, marketing manager for Natural Farm. "As individuals prioritize sustainability and ethical sourcing in their everyday lives, this focus has naturally extended to their pets. Pet parents are becoming more intentional about what they buy, ensuring their furry family members enjoy treats and chews that align with their values. This growing demand is driving innovation across the industry, and sourcing transparency and sustainability are becoming non-negotiables."
 

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CLEAN, FUNCTIONAL & INNOVATION INGREDIENTS

The push for healthier ingredients is driving product innovation across the board. Pet owners are more informed than ever, scrutinizing labels for ingredients that deliver functional benefits while avoiding additives, fillers or allergens. To that end, the onus is on manufacturers to ensure they're keeping up with pet parents' preferences.
 

"Healthy Dog Chews is always exploring innovative ingredients to meet the evolving needs of pets and their owners," says John Parrottino, owner and partner at Krijon, parent company of Healthy Dog Chews. "Recently, we've introduced yak cheese chews fortified with superfoods like turmeric, pumpkin and flax seed, which have natural anti-inflammatory and antioxidant benefits."
 

Functional ingredients, such as superfoods, are also becoming an industry standard, delivering health benefits that go beyond basic nutrition. For dogs with specific dietary sensitivities, manufacturers are also expanding their protein offerings to meet demand. For example, dairy-based chews are gaining traction. With naturally high protein and calcium content, cheese and yogurt chews provide nutritional benefits while remaining highly palatable for pets.
 

"Our cheese- and yogurt-based chews naturally incorporate functional benefits—they are rich in protein and calcium to support strong bones, healthy teeth and muscle development," says Nate Kredich, president of Himalayan Pet Supply. "We continue to research and explore other functional ingredients to help bolster the health benefits of our core products."
 

Kredich also notes that he's seen success with Himalayan's Yogurt Stick line, a product that reflects growing consumer interest in gut health and probiotics.

"We have always focused on using the fewest ingredients possible while also delivering the most benefit to our pets," Kredich says. "For instance, we recently expanded our popular line of Yogurt Sticks with new flavor combinations while ensuring that the chews continue to provide gut health benefits with over 300 million CFUs (colony-forming units) of probiotics, as well as prebiotics."
 

As pet parents prioritize health and wellness, brands are responding with simple, clean formulations and functional enhancements that serve their dogs' needs while aligning with their values.
 

REDUCING ENVIRONMENTAL IMPACT

Eco-friendly packaging is another major focus for manufacturers seeking to meet consumer expectations for sustainability. Pet parents not only want clean products for their dogs, but also environmentally responsible solutions that minimize waste and carbon footprints.
 

"We are currently adopting a bulk product sales model that is eco-friendly and reduces the amount of plastic used," Parrottino says. "Many of our customers create well-designed 'raw bars.' In the future, as we brand our products, we will be using small tags that are recyclable."
 

This approach serves two purposes: Reducing plastic usage and creating a visually appealing in-store experience that allows customers to interact more directly with the products.
 

"Packaging innovation plays a vital role in reducing our environmental footprint. At Natural Farm, we've adopted certified I'm Green bio-based plastics for our pouch products," says Cooper. "These are made from sugarcane ethanol, a renewable resource, reducing greenhouse gas emissions compared to fossil fuel-based plastics. Additionally, many of our packages incorporate at least 30 percent post-consumer recycled materials, using recycled PET resin to support a circular economy. These steps ensure that we're reducing waste while setting a higher standard in the pet industry."
 

For companies like Natural Farm, packaging innovation is part of a broader commitment to sustainability. By combining renewable materials with recycled content, they're creating a model for reducing environmental impact without sacrificing product quality or presentation.
 

RETAILER EDUCATION & ENGAGEMENT

With consumers placing higher importance on transparency, manufacturers are working closely with retailers to ensure they have the knowledge and tools to communicate these values effectively to shoppers.
 

"Retailer education starts with partnerships," Cooper says.
 

"We work closely with our retail partners, providing them with detailed resources about our sustainable practices and ethical sourcing. This includes transparent information on our supply chain, the benefits of our packaging innovations and insights into the value of choosing products made with integrity. Through in-depth training materials and ongoing support, we empower retailers to feel confident in promoting Natural Farm products."
 

Retailers are also reimagining their in-store displays to create experiences that align with consumers' sustainability expectations while driving product engagement, as Parrottino notes that Krijon's customers, "typically get creative with treat bar formats to match the store's look and feel."
 

To that end, Himalayan Pet Supply is taking this approach a step further with its new bulk display format.
 

"We developed the new bulk display to enhance the in-store experience and encourage pet parents to touch and experience the product without the barrier of the packaging; it is both visually appealing and environmentally friendly since we eliminated the standard plastic packaging," Kredich says. "The unpackaged chews have a color-coded hang tag that makes it easier for shoppers to select the right chew for their dog."
 

By offering bulk displays and interactive experiences, retailers can encourage shoppers to make sustainable choices while creating a more engaging and personalized shopping experience.
 

Looking ahead, leaders in the pet industry believe sustainability will continue to drive innovation. From product ingredients to packaging and retailer education, ethical practices are no longer a niche consideration but a core expectation.
 

"The future is bright for sustainable innovation and ethical standards," according to Cooper, who projects more demand for eco offerings. "We foresee a continued focus on reducing environmental impact, whether through ingredient sourcing, manufacturing efficiencies, or cutting-edge packaging solutions. Consumer expectations will also push companies to adopt even higher standards of transparency, ethicality and traceability."
 

For manufacturers and retailers, the message is clear: Consumers want products that reflect their values, and they are willing to invest in brands that prioritize health, transparency and environmental stewardship. As innovation continues to reshape the market, companies that align with these priorities will set the pace for the industry's sustainable future.


By Kelly Lindenau
 

Source: Pet Business