The pet food industry has been evolving rapidly over the last few years, with pet treats leading the charge. By 2025, the wholesale pet treat market is expected to see even more changes driven by shifting consumer preferences, new technologies, and innovative product offerings. For wholesalers looking to stay ahead of the curve, understanding these trends is essential to maintaining a competitive edge. This blog explores the future of pet treats, examining emerging trends, opportunities, and strategies that wholesale retailers must keep in mind for success in 2025 and beyond.
The Growing Demand for Premium Pet Treats
In recent years, pet owners have become increasingly discerning about the products they offer their pets. With an expanding focus on pet health and wellness, there’s a clear preference for premium pet treats that cater to specific health needs, dietary preferences, and ethical concerns.
- Health-Conscious Treats
As consumers become more conscious of what goes into their pets’ diets, health-focused treats are gaining popularity. Products that promote dental health, improve digestion, support joint mobility, or boost immunity are in demand. This trend will continue to grow in 2025, with a rise in functional treats that do more than just satisfy a pet’s hunger—they also contribute to its overall well-being. - Clean Label Products
Transparency is key in 2025. Pet parents are demanding clearer ingredient labels, free from artificial additives, preservatives, and harmful chemicals. Clean label treats, made from simple, recognizable ingredients, will become even more popular among health-conscious consumers. Expect to see an increase in the demand for treats with organic, human-grade ingredients, and those that align with ethical practices like cruelty-free certification.
Sustainability and Eco-Friendly Options
Sustainability is no longer just a buzzword; it’s becoming a significant factor influencing purchasing decisions across all industries—including pet care. Pet owners are increasingly opting for products that minimize environmental impact, and this trend will extend to pet treats as well.
- Eco-Friendly Packaging
In 2025, expect to see a greater push toward eco-friendly packaging in the pet treats industry. Consumers are becoming more aware of the environmental toll plastic packaging has on the planet, leading to a surge in demand for biodegradable, recyclable, or compostable packaging options. Wholesale pet treat manufacturers will need to adapt by offering more sustainable packaging solutions to meet this growing demand. - Sustainable Ingredients
Alongside packaging, sustainable sourcing of ingredients is another key factor driving the pet treat market. Plant-based treats, made from alternative proteins like pea protein or sweet potato, are becoming more mainstream. These options are not only environmentally friendly but also cater to the increasing number of pet owners who prefer plant-based diets for their pets.
The Rise of Freeze-Dried and Raw Treats
In 2025, the trend toward raw and freeze-dried pet treats is expected to gain further traction. These treats retain much of the nutritional value of fresh ingredients and are perceived as more natural compared to traditional, processed options.
- Raw and Freeze-Dried Treats
Freeze-dried treats are particularly popular due to their extended shelf life, convenience, and the preservation of raw nutrients. Pet owners who want to provide their pets with a diet closer to what their wild counterparts would consume are turning to these products. Wholesale retailers should be prepared for continued growth in the raw and freeze-dried categories, which are often perceived as premium and health-focused.
- Transparency in Raw Diets
As the demand for raw and freeze-dried treats rises, consumers will expect more information on sourcing, quality, and safety. The future of raw pet treats will include stricter regulations and certifications to ensure safety, quality, and ethical sourcing. Wholesalers will need to stay ahead of these trends to avoid reputational risks and capitalize on the growing market.
Customization and Personalization
As pet owners continue to seek unique products tailored to their pets’ specific needs, personalized pet treats will become a major trend. From treats designed for specific breed sizes to those made with specific health conditions in mind, customization is set to transform the pet treat market.
- Breed-Specific and Condition-Specific Treats
Treats designed for particular dog breeds or cats with specific health conditions will become more popular. Pet owners are increasingly looking for products that cater to their pet’s unique needs, whether it’s weight management, joint health, or digestive support. Manufacturers offering customizable treat options—like personalized flavors, shapes, and even ingredient combinations—will find great success in 2025.
- Subscription Boxes and Custom Orders
Subscription services that deliver personalized pet treats on a regular basis are growing in popularity. Retailers can take advantage of this trend by offering customizable subscriptions, where pet owners can select the type of treats their pets prefer, from flavor to size, based on their pets’ specific dietary needs. This business model could increase repeat customers and create more consistent revenue streams for wholesalers.
The Impact of Technology on Pet Treats
Technology is increasingly playing a role in the pet food industry, and pet treats are no exception. From artificial intelligence (AI) in product development to the integration of smart technologies into pet care products, there are several exciting innovations on the horizon.
- AI and Data-Driven Product Development
As data collection and AI technology improve, manufacturers will be able to create more targeted pet treat products. By analyzing pet behavior, health data, and dietary preferences, companies can develop highly tailored products that meet the specific needs of individual pets. This shift could lead to more personalized and effective pet treat options in 2025.
- Smart Pet Treat Dispensers
The rise of connected devices has led to the development of smart pet treat dispensers. These devices allow pet owners to reward their pets remotely with treats, creating a new opportunity for product integration. For wholesalers, offering pet treats designed specifically for use with these devices could create a new niche market.
The Influence of Social Media and Influencers
Social media and influencers have become powerful forces in shaping consumer preferences, and the pet treat market is no exception. By 2025, social media-driven trends are expected to continue to dominate.
- Influencers and Pet Treat Trends
Pet influencers on platforms like Instagram and TikTok are helping to shape consumer purchasing decisions. Pet treat brands that partner with these influencers can quickly gain visibility and trust among potential customers. For wholesalers, recognizing the influence of social media and understanding how to leverage these platforms will be crucial to attracting younger generations of pet owners who are highly influenced by online personalities. - User-Generated Content and Reviews
Consumers are increasingly turning to online reviews and user-generated content before making purchasing decisions. Pet treat brands that encourage happy customers to share their experiences and post photos or videos of their pets enjoying the treats will have a marketing edge in 2025. Wholesalers should consider how they can facilitate and promote this content to increase brand awareness and drive sales.
What Wholesale Retailers Can Do Now
To prepare for the pet treat market in 2025, wholesalers should take several key steps:
- Diversify Product Offerings
Incorporate a mix of health-focused, eco-friendly, and customizable pet treat options into your portfolio. Stay ahead of trends like plant-based and freeze-dried treats to meet the growing demand for premium, sustainable products. - Build Strong Supplier Relationships
Partner with manufacturers that are committed to transparency, quality, and sustainability. As consumers demand more information about the sourcing of ingredients and production processes, strong supplier relationships will be essential to ensure that you can meet these demands. - Leverage Digital Marketing
Embrace digital marketing strategies to reach younger, tech-savvy consumers. Invest in social media, SEO, and influencer partnerships to raise awareness and increase sales. A strong online presence will be crucial to capturing the attention of pet owners in 2025. - Focus on Customization and Subscription Models
Offering customized pet treats or subscription services could create a loyal customer base and generate consistent revenue. Consider investing in technology to facilitate these offerings and differentiate your business from competitors.