Dog Treats, Chews & Toppers Market to Climb to USD 17.62 Billion by 2031 as Pet Humanization Trend Deepens

Pet owners are treating their dogs more like family members than ever before, and their spending habits reflect it. According to a comprehensive dog treats, chews and toppers market report published by Kings Research, the global industry was valued at USD 11.52 billion in 2023 and is projected to grow to USD 12.08 billion in 2024 before reaching USD 17.62 billion by 2031, representing a compound annual growth rate of 5.54% over the forecast period. The growth is being driven by a powerful combination of rising pet humanization, functional nutrition demand and expanding veterinary endorsement of specialized treat formulations.

Dog treats, chews and toppers occupy distinct but complementary roles in canine nutrition. Treats are bite-sized snacks typically used for training reinforcement or simple indulgence. Chews are longer-lasting products, whether edible or non-edible, that satisfy a dog's natural instinct to gnaw while supporting dental hygiene. Toppers, meanwhile, include freeze-dried meats, gravies and nutrient-dense powders added directly to meals to enhance flavor, texture and nutritional value. Together, these categories have evolved from simple indulgences into a sophisticated segment of the broader pet nutrition industry.

Market Size and Key Highlights

The market's growth is underpinned by expanding pet ownership and a broader cultural shift in how owners view their animals' wellbeing. Global pet population data indicates that over half of the world's population now owns a pet, with dogs remaining the single most popular choice, found in roughly one-third of households worldwide. This expanding base of dog owners, combined with rising disposable incomes, is fueling sustained investment in premium and health-focused treat options.

Companies competing in this space include General Mills Inc., Merrick Pet Care Inc., Zukes LLC, Mars Incorporated, Plato Pet, The Honest Kitchen, Canidae, Primal Pet Foods, Redbarn Pet Products, Natural Balance Pet Foods Inc., ADM, Affinity Petcare SA, Colgate-Palmolive Company, Nestlé and The J.M. Smucker Company, reflecting a mix of dedicated pet nutrition specialists and diversified consumer goods conglomerates that have expanded into the category.

Growth Driver: Functional Nutrition and Veterinary Endorsement

Health-conscious pet owners are no longer satisfied with treats that offer flavor alone; they increasingly expect targeted wellness benefits. Products infused with vitamins, minerals and probiotics are gaining significant traction as owners seek to address concerns ranging from digestion to joint mobility and coat health. Rising rates of pet obesity and food allergies have further boosted demand for low-calorie and hypoallergenic treat formulations, while a broader emphasis on preventive pet healthcare continues to accelerate category growth.

Illustrating this trend, Canadian pet food brand Petcurean expanded its Go! Solutions portfolio in March 2024 with new Benefit Chews for Dogs, featuring a soft, chewy texture across four targeted varieties addressing digestion and gut health, sensitivities, skin and coat care, and weight management with joint care. Veterinary professionals are increasingly collaborating directly with manufacturers to develop these therapeutic formulations, lending credibility that is helping expand adoption, particularly in segments targeting aging dogs, weight management and dental health. In October 2023, pet health and wellness brand Better Choice Company announced an R&D partnership with Aimia Pet Health to develop a GLP-1 supplement aimed at overweight pets under its Halo brand, reflecting how quickly human wellness innovation is migrating into the pet care space.

Challenge: Navigating a Complex Regulatory Landscape

Growth in this category is tempered by the operational complexity of complying with varying regulatory standards across regions. Ingredient safety rules, labeling requirements and manufacturing practice standards differ meaningfully from one jurisdiction to the next, forcing companies to invest heavily in quality control systems, globally recognized certifications and close collaboration with regulatory bodies to streamline approvals. Many brands are responding by prioritizing transparent ingredient sourcing and digital traceability solutions designed to build consumer trust while simplifying compliance across multiple markets simultaneously.

Segment Analysis: Freeze-Dried Treats and Adult Dogs Lead

By product type, the market spans freeze-dried treats, training treats, dental chews and other categories. Freeze-dried treats earned the highest revenue in 2023, at USD 4.55 billion, reflecting superior nutritional retention, longer shelf life and growing consumer preference for high-protein, minimally processed options that align with broader demand for premium, natural ingredients.

By life stage, the market divides into puppy, adult and senior categories, with the adult segment holding the largest share at 43.44% in 2023, supported by the sheer global population of adult dogs and rising demand for functional treats that support joint health, digestion and overall wellbeing. By ingredient source, animal-based products are projected to reach USD 9.84 billion by 2031, driven by strong consumer preference for high-protein, palatable and biologically appropriate nutrition that supports muscle development and joint health, while the plant-based segment is expected to grow fastest, at a CAGR of 5.91%, reflecting rising interest in alternative protein sources.

By distribution channel, pet specialty stores are expected to grow at the fastest rate, with a projected CAGR of 6.53%, attributable to their extensive product variety, knowledgeable staff guidance and exclusive access to premium, specialized formulations that appeal to health-focused pet owners.

Regional Analysis: North America Leads, Asia Pacific Accelerates

North America captured the largest regional share in 2023, at approximately 36.44%, valued at USD 4.20 billion. The region benefits from among the highest pet ownership rates globally, with a substantial share of households owning dogs and a strong willingness among pet parents to spend on gourmet, organic and specialized formulations. Industry data indicates that U.S. households alone spent USD 147 billion on pet-related products in 2023, with pet food and treats accounting for USD 64.4 billion of that total, underscoring the scale of consumer investment in this category. Sustainability has also become a priority for North American consumers, driving demand for eco-friendly packaging and responsibly sourced ingredients.

Asia Pacific is projected to be the fastest-growing region through 2031, expanding at a CAGR of approximately 6.98%. Rising demand for premium, functional pet nutrition, combined with rapid growth of e-commerce platforms such as Alibaba's Tmall, JD.com, Amazon and Flipkart, is transforming pet product distribution across the region. Subscription-based pet food models and direct-to-consumer brands are further enhancing customer engagement, while growing interest in grain-free, organic and human-grade treats is opening new product development opportunities for regional and international brands alike.

Regulatory Frameworks

Regulatory oversight varies significantly by market. In the United States, the FDA's Center for Veterinary Medicine ensures pet food products are safe and truthfully labeled, while the Association of American Feed Control Officials sets widely adopted model standards for labeling and nutritional adequacy. The UK's Department for Environment, Food and Rural Affairs oversees compliance following Brexit, while China's Ministry of Agriculture and Rural Affairs and Japan's Ministry of Agriculture, Forestry and Fisheries maintain their own distinct national standards governing safety and labeling.

Competitive Landscape and Recent Developments

The competitive landscape features both established corporations and emerging specialist brands, with companies increasingly developing functional treats addressing digestion, joint support, skin and coat health and weight management. Consolidation has accelerated recently: General Mills finalized its acquisition of European premium pet food brand Edgard & Cooper in April 2024, then announced a definitive agreement in November 2024 to acquire Whitebridge Pet Brands' North American premium cat food and treat business, including the Tiki Pets and Cloud Star brands. In March 2023, Canidae merged with Natural Balance Pet Foods to form Ethos Pet Brands, a new parent company focused on pet wellbeing through responsibly sourced ingredients.

Premiumization and the Rise of Human-Grade Ingredients

Premiumization continues to be one of the most consistent themes shaping product development across the category. Pet owners increasingly scrutinize ingredient labels with the same rigor they apply to their own food choices, driving demand for treats and toppers made with human-grade ingredients, limited additives and clean-label formulations free of artificial preservatives, colors and fillers. This trend is pushing manufacturers to source higher-quality proteins and to be more transparent about ingredient origin and processing methods, often highlighting these details prominently on packaging as a key point of differentiation in an increasingly crowded premium segment.

Outlook

As pet humanization continues to deepen across major markets, the dog treats, chews and toppers category is positioned for sustained, healthy growth through 2031. Companies that can combine functional, veterinary-endorsed formulations with transparent sourcing and efficient regulatory navigation are best placed to capture share of the expanding USD 17.62 billion opportunity, particularly as Asia Pacific's fast-growing middle class embraces premium pet nutrition.