From niche to growth market

‘The data shows a strong upward trend: the Dutch pet food market (including treats) is currently estimated at £1.87 billion in 2025. Driven by the dog segment, which is outperforming the overall market with a growth rate of 6.8%, the overall market is forecast to grow by 5.3% per year, reaching a value of US$2.41 billion by 2030,‘ explain Vermeulen, Sales Executive at Montego Pet Nutrition, and Tijssen, Sales Director at Tijssen Animal Essentials.

Dutch pet owners are increasingly buying food as part of their pets' health and wellness routine, and retailers who are rethinking their product range are benefiting from this. Why can a comprehensive shelf strategy outperform the competition? It's simple: combining functional wellness snacks with indulgent, frequently purchased items and presenting them clearly appeals to both customer segments.

For too long, the pet snack aisle has been seen as an area for impulse purchases: colourful and convenient, but often overlooked. However, in today's rapidly evolving pet market, this section is becoming a key driver of growth and an important way for retailers to stand out from the competition.

Pet owners are always looking for new ways to care for, train and bond with their pets. Treats have evolved from occasional indulgences to become an integral part of modern pet ownership, offering a combination of function, nutrition and emotional bonding.

‚Dutch trends are a microcosm of the larger European and global markets. Although the scale differs, the behaviour is consistent: the market is growing rapidly, driven by the 'humanisation' of pets, the premiumisation of ingredients, and a particular focus on dog treats. However, we are also seeing particularly strong momentum in cat treats, where demand is growing rapidly due to innovations, greater variety and functional formats. In fact, the global and European markets are forecast to grow at an even faster rate than the Dutch market,‘ explain the senior sales managers.

A key driver of this growth is the shift towards high-quality, functional treats that offer benefits beyond basic nutrition. Dutch shoppers increasingly want natural, grain-free products with few ingredients that are tailored to specific health issues.

‘Remedy seekers’, pet owners who view treats as part of their pet's wellness routine, are well-informed, discerning and willing to pay more for proven health benefits such as joint support, dental care and digestive health. Retailers who ignore this segment risk losing sales in a market where trust and transparency are becoming the new currency.

At the same time, ‘everyday rewarders’ remain the backbone of the snack category. These frequent buyers purchase treats regularly to build bonding, reward their pet and give them daily joy. They value variety, taste and affordability, and their repeat purchases ensure customer frequency and increase basket value.

A one-sided focus on functional products runs the risk of alienating this loyal customer base. Success comes when these two buyer groups do not exclude each other, but coexist and often overlap.

To be successful in the treat sector, a complete, balanced range must be created that satisfies both mindsets:

For remedy seekers, with clear health claims, transparent ingredient lists and logical grouping according to benefits. For reward lovers, a lively mix of chews, biscuits and soft treats in different flavours and formats is ideal.

Colours, merchandising and placement can be used to create a sense of discovery and joy. Retailers should regularly review their range and aim for a balanced mix of functional and everyday treats tailored to their customer base. The goal is not an endless selection, but a carefully curated collection.

A thoughtful selection that simplifies decision-making and keeps shelves productive.

Working with suppliers who can offer both functional and indulgent ranges under one strategy helps streamline operations while strengthening category performance. 

The treat shelf is no longer just a secondary category. It is considered a place where wellness, emotions and innovation come together. Retailers who recognise this and take a ‘something for everyone’ approach will realise the full potential of one of the fastest-growing segments in the pet trade.

‘We expect pet treats to become even more integrated into daily pet care over the next decade and no longer be purely a discretionary purchase. Treats will increasingly combine enjoyment with an additional purpose, whether it be supporting dental health, digestion, mobility or specific sensitivities, while continuing to play an important role in training, bonding and daily routines. Clear communication, trustworthy ingredients and transparency will be crucial as pet owners become increasingly informed and selective,‘ the specialists summarise. ’At the same time, the category will remain broad and inclusive. Everyday treats will continue to drive purchase frequency and emotional attachment, while functional and premium options will grow alongside them rather than replace them. From a retail perspective, the opportunity lies in well-curated ranges that are easy to navigate and balance health with enjoyment, ensuring there is truly something for every pet and pet owner.‘

This is the long version of the article from the print edition of PET worldwide 1/2026.