Worth begging for

Treats and chews are a hot category for pet specialty retailers catering to dog and cat owners. Pet owners want options with which they can reward their beloved animals but are often still seeking products that have added benefits or make for a healthy choice.

"Over the past two years, we saw sales of collagen sticks skyrocket, but not enough to oversell bully sticks or more traditional chews," said Marcus Maximo, CMO at Natural Farm, a manufacturer based in Atlanta. "This makes me believe the trends are still on adding value to popular chews such as bully sticks, collagen or yak cheese by bringing to the market more unique shapes and size variations, combining proteins and adding flavors. Anything that brings value and quality and at the same time makes them more affordable is part of the trend."

When shopping for treats and chews, Maximo said pet owners will look at how safe a product is and what benefits it might provide to their pet.

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Others factors include the label, how clean the ingredients are and how reliable the company is, he said.

"It is always a mix between benefits and safety when shopping for treats and chews," Maximo added.

Natural Farm recently introduced two products. Its Stuffed Cheek Roll is an alternative to stuffed bones, which always raise some concern as they can splinter, Maximo said. It comes in 5 to 6 inches or 9 to 10 inches and in different flavors.

The second product, Power Cheese, is part of Natural Farm's Power Chew line.

"It is an alternative chew to traditional yak cheese," Maximo said. "This product combines a hard cow milk cheese on the inside with beef pizzle on the outside. This is a win-win chew, packed with protein that lasts longer than traditional yak cheese. It is made by Natural Farm in our facilities in Brazil so we can guarantee quality, transparency and safety, which is something you can't find with traditional yak cheese from Nepal."

There's no doubt that yak products are all the rage. Sherry Redwine, owner of Odyssey Pets, a pet store in Dallas, said that the biggest trend she's noticed is yak chews flooding the market.

"It seems everyone and their yak are getting on this bandwagon," she said. "They now come in flavors too, like strawberry, pumpkin and blueberry. And, of course, collagen chews are hot hot hot—and not going away anytime soon."

Redwine said she has also seen private label products gaining traction in this category.

"There are now companies out there doing things on a smaller scale so that single-store independent retailers can now get in on the action," she continued. "It reinforces your brand and keeps your name top of mind with your customers."

Cost is a factor in chew purchases, said Jason Ast, co-owner of Just Dog People, a pet store in Garner, N.C. Pet owners are willing to invest in a good chew, but they want to feel they are getting value out of it.

"Customers are always looking for the best bang for their buck," he explained. "They want long-lasting chews that are affordable. This is definitely the No. 1 thing people are looking for when shopping for dog chews. Customers also want to know their treats or chews were made in the USA."

Ast said that they've also seen a surge in puppies in their area and that many of those pet owners are looking for puppy-safe chews.

"That means chews that won't cause puppy teeth to fall out prematurely, and they also want chews that won't break off and end up choking their new fur baby," Ast said.

Kim McCohan, chief happiness officer at Bend Pet Express, a retailer with locations in Bend, Ore., said that any alternatives to rawhide—but that still fall into the "solo-ingredient category"—are sought after in chews.

"[Earth Animal's] No-Hides are popular but due to their manufacturing process could be financially out of reach for some people," she said. "That is when many turn to cheaper collagen rolls."

Alan Snyder, CEO of Frankly Pet, a manufacturer in Milwaukee, said he's noticed functional treats trending.

"Everyone loves indulging their pets, but consumers are seeking products that also contain beneficial ingredients to address specific issues such as supporting dental health, mobility and joints, digestive health and more," he said. "Collagen is an ingredient that's very popular at the moment as it helps build up bones, joints and muscles in addition to supporting a healthy coat, skin and nails."

Frankly Pet is introducing a new peanut butter flavor to its line of collagen rolls. Made in the USA with American-grade beef, Peanut Butter Chew Rolls feature 90 percent protein and 100 percent collagen.

Amy Cairy, vice president of marketing for W.F. Young, maker of Honest to Goodness treats, noted that the emphasis on treats and chews these days is on healthy options.

"We have also seen a heightened awareness of the need to 'diversify the diet' as pets, and their people, could all use more fruits and veggies in their daily lives to support overall health," Cairy continued. "This is leading to increasing demand for more plant-based treats to help pet parents add healthy and beneficial options to their treat cabinet."

W.F. Young's new Honest to Goodness Plant Snacks for dogs are all-natural, plant-based treats that promote functional health and overall wellness. They are available in six recipes including Happy Feet with Apples and Cinnamon, Way to Glow with Coconut and Flax, Mellow Belly with Pumpkin and Cinnamon, Golden Years with Blueberry and Carrot, Buddy Boost with Cranberry and Pomegranate, and Good Vibes with Chamomile and Ginger.

Taking stock of sales trends in the cat chews and treats category, McCohan said that thanks to TikTok and one particular cat account, their stores have seen an uptick in small dental chews.

"The cat in this particular account chews hard treats, and the super-close video and sound of this act are so popular that their account has taken off," she said.

Redwine noted that single-ingredient, freeze-dried meat treats that are healthy and palatable for cats remain the biggest sellers in her store.

Selling more treats & chews

Making smart display and marketing choices can help drive purchases of treats and chews. As there are so many options on the market, retailers can help guide pet owners toward the right choice for them.

Maximo said that with so many variations, functions and benefits to offer, he recommends displaying chews on a raw bar table.

"This is not a new concept, but instead, I'd group them to communicate the simplicity of what they are, their main function, their benefits and then by size recommendations," he said.

As treats and chews are often an impulse buy for consumers, Cairy said she recommends creating fun displays and constantly changing them.

"Adding seasonal flavors or packaging that fits your display theme can really spur purchases and a sense of discovery and newness for shoppers," she added. "For example, a 'Happy Spring' treat display could feature treats with brightly colored packaging or highlight plant-based formulas."

Snyder said retailers have many options when it comes to arranging a treats and chews aisle.

"Organizing the products can be done in several ways," he said. "This could be by brand, by all-natural products, by function, made in the USA, treats for training, etc. This helps optimize the shopping experience for pet parents. That said, treats and chews are often impulse purchases, so displaying treats and chews on endcaps leading up to the register can help, too."

At Just Dog People, they always have Nylabones and Benebones on a visible wall area since they sell so well, Ast said.

"Our body parts can be found on a central display, called the 'Body Parts Bar,' where we have 20 various chews and treats for our furry customers," he continued. "We've found that people enjoy strolling around the body parts bar while shopping—many people are amazed at some of the items for sale—duck heads, chicken feet, etc."

McCohan said she tends to display chews based on category at her stores.

"If they are inedible, we display those together, while the edible chews are together," she noted. "One of our locations displays all the edible chews in baskets kind of on their side and at an angle. Customers can grab what they want out of the basket but see more of each. Another location displays them in metal buckets on a pole, so there are many height offerings. I will say the location with the baskets down low allows dogs to pick what they want, and I don't think we allow that enough for our pets."

To that point, Snyder added that it's advantageous to incorporate a "sampling station" in stores and rotate brands and products on a weekly or monthly basis.

He summed up: "Not only would this allow customers visiting the store with their pets to try the treats before buying, but it would help further showcase the quality, texture, smell and taste of products, leading to increased sales and customer satisfaction."

Source: Pet Product News.