Natural Dog Treats
The UK pet care industry continues to boom in 2025, especially in the natural dog treat segment. With dog owners seeking healthier, minimally processed, and high-protein snacks, natural dog treats are no longer niche—they’re the new norm. Wholesalers, retailers, and distributors who stay ahead of the top-selling products are best positioned to capture demand from modern pet parents.
Whether you’re stocking shelves for brick-and-mortar stores or supplying to online marketplaces like Amazon UK, here’s a breakdown of the 10 best-selling natural dog treats in the UK this year, based on industry reports, retail rankings, and online trends.
1. JR Pet Products Pure Range
Why it’s a bestseller:
JR’s Pure Range offers 100% meat treats—no additives, no preservatives, no fuss. Popular with dog trainers and raw feeders, it’s one of the most consistent bestsellers in UK pet shops and online stores.
Top-selling varieties:
- Pure Rabbit Training Treats
- Pure Duck Sticks
- Pure Chicken Coins
USP: Hypoallergenic and single-protein, making it suitable for dogs with allergies or sensitive digestion.
2. Lily’s Kitchen Bedtime Biscuits
Why it’s a bestseller:
Lily’s Kitchen is a premium pet brand trusted for using human-grade ingredients. Their calming bedtime biscuits are made with honey, yogurt, chamomile, and passionflower—ideal for evening routines.
Trending points:
- Calming treats are rising in popularity in 2025.
- Ethical brand positioning resonates with UK pet parents.
3. Forthglade Natural Soft Bites
Why it’s a bestseller:
Forthglade’s soft-bite treats are grain-free, gently baked, and ideal for all life stages. With varieties like salmon with dill and turkey with sweet potato, they appeal to health-conscious owners.
Best-selling flavor:
- Salmon & Herring with Camomile
Bonus: They’re made in Devon and support local farming and sustainability.
4. Whimzees Natural Dental Chews
Why it’s a bestseller:
Though technically a dental chew, Whimzees has dominated the “natural” treat category for years. They’re plant-based, low-fat, and free from artificial ingredients—making them a hit among eco-aware pet owners.
Top choice:
- Alligator and Stix chews for medium breeds
2025 Trend Insight:
Natural dental care treats are outpacing synthetic options in growth.
5. Barker & Barker Liver Treats
Why it’s a bestseller:
Loved by dog trainers, these tiny, low-fat, liver-based training treats are made without salt, sugar, or artificial additives. The liver punch makes them irresistible.
Why wholesalers stock it:
- High turnover rate at dog training centers and agility events
- Comes in large tubs and refill bags, ideal for bulk buyers
6. Soopa Healthy Bites
Why it’s a bestseller:
Vegan, grain-free, and made with human-grade superfoods like coconut and chia seeds, Soopa’s bites are hitting a sweet spot with wellness-focused pet parents.
Popular flavor:
- Kale & Apple
Market shift in 2025:
Plant-based dog treats are no longer a novelty—they’re mainstream.
7. Green & Wild’s Venison Deli Snacks
Why it’s a bestseller:
Using ethically sourced British venison, these gourmet dog snacks are air-dried and contain no grain, additives, or preservatives.
Hot seller attributes:
- High in iron and B vitamins
- Guilt-free luxury treat option for premium buyers
8. Pooch & Mutt Calming Mini-Bone Treats
Why it’s a bestseller:
Pooch & Mutt combines natural ingredients with functional benefits. The calming bones include valerian root and L-tryptophan—targeting anxious or reactive dogs.
Notable trends:
- Behavior-targeting functional treats are booming in 2025.
- Strong online presence and veterinary endorsements.
9. Natures Menu Real Meaty Treats
Why it’s a bestseller:
A household name in the raw and natural food space, Natures Menu offers soft, semi-moist training treats made with 95% meat.
Top varieties:
- Chicken
- Lamb
- Salmon
UK Retail Appeal:
- Available at Pets at Home and many independent shops.
- Balanced price point between premium and mainstream.
10. Natural Instinct Training Treats
Why it’s a bestseller:
Targeted at raw feeders and natural lifestyle enthusiasts, these freeze-dried treats are minimally processed and nutrient-rich.
Leading SKUs:
- Chicken Hearts
- Beef Spleen Cubes
Why they’re trending:
Freeze-dried treats retain natural nutrients, and UK pet owners are increasingly demanding “closer to nature” formats.
Final Thoughts: What’s Driving Natural Dog Treat Sales in the UK?
In 2025, British consumers are treating their dogs more like family than ever before. This humanization trend drives demand for:
- Clean labels (100% meat, no preservatives)
- Functional health claims (calming, dental, joint health)
- Ethical sourcing and sustainability
- Novel proteins (like venison, rabbit, or duck)
- Plant-based and vegan options
As a wholesaler, distributor, or pet shop owner, stocking these fast-moving natural dog treats can enhance your turnover, improve margins, and meet the expectations of today’s informed and loyal pet parents.
Bonus Tip for Retailers:
Offer sample packs or bundle boxes to let consumers try multiple flavors. These “taster boxes” are trending in both eCommerce and independent stores.