TL;DR: The supplement soft-chew format now accounts for 42% of pet supplement formats (NIQ, 2025), reflecting a broader shift where functional treats blur the line between everyday snack and targeted therapy.
functional pet treats: key facts
Pet treats are no longer just rewards. According to NIQ (2025), the soft-chew format represents 42% of pet supplement formats—a signal that owners increasingly deliver health benefits (joint, calming, digestive, skin/coat) through treat-like products rather than pills or powders. This functionalization of the treat is one of the clearest consumer shifts in the 2025 pet market, merging the $2.8B supplements category (USD Analytics, 2025) with the everyday snack ritual.
The headline: soft chews at 42% of supplement formats
NIQ’s 2025 data puts the soft-chew supplement format at 42%—the dominant delivery form for pet supplements. This matters because format choice reveals consumer behavior: owners prefer a palatable, treat-like vehicle over traditional tablets, and brands are racing to meet that preference.
Why soft chews won
- Palatability: Dogs and cats accept them like treats.
- Dosing ease: Pre-portioned, no mixing.
- Daily ritual: Fits the treat-giving habit, improving compliance.
- Premium perception: Feels like a care product, not medicine.
Functional treats vs. traditional snacks
The blur
A “functional treat” delivers a benefit claim—e.g., calming, joint support, gut health, dental, immune—while tasting like a snack. This collapses two formerly separate aisles (treats and supplements) into one.
Market size context
- Global pet supplements $2.8B (USD Analytics, 2025), 8.1% CAGR; joints ~29% of the category, with calming and digestive fastest-growing.
- CBD pet treats $1.15B (PMarketResearch, 2025), awaiting clearer EU/US regulatory pathways that could unlock more.
- Pet humanization: 43.6% of owners prioritize pet food health over their own (Pride and Groom, 2025)—the mindset behind functional spending.
The functional claim landscape
| Function | Common ingredients | Owner driver |
|---|---|---|
| Joint | Glucosamine, chondroitin, MSM | Aging pets, large breeds |
| Calming | L-theanine, chamomile, CBD* | Anxiety, noise, separation |
| Digestive | Probiotics, prebiotics, pumpkin | Sensitive stomachs |
| Skin/coat | Omega-3, biotin | Itch, shedding |
| Immune | Vitamins, colostrum | Wellness mindset |
*CBD claims remain regulatory-gray in the US and pending EU Novel Food approval.
Why this is a 2025 strategic priority
Growth amid stagnation
While total dog food fell −0.2%, fresh dog food grew +13.4% (NIQ, 2025)—innovation lanes win. Functional treats are another innovation lane with double-digit tailwinds via supplements’ 8.1% CAGR.
Humanization and “food as health”
The “cat renaissance” (Packaged Facts, 2025) and broader humanization (Pride and Groom, 2025) mean owners treat pet food and treats as medicine-by-mouth. Functional treats are the accessible entry point.
Regulatory nuance
The FDA–AAFCO split (BSM Partners, 2025; see our FDA–AAFCO analysis) creates labeling ambiguity for functional claims—another reason format and claim clarity matter for brands.
Brand and retail dynamics
Incumbents
Large players (Nestlé Purina, Mars, Colgate/Hill’s) extend functional treats under science-backed brands, leveraging vet channels.
Specialists
Brands like NaturVet (joint, digestive, multivitamin; expanded to Europe via Swedencare, LinkedIn Swedencare, 2025) and +PlusCBD Pet (CV Sciences, 2025) target specific functions with focused lines.
DTC and fresh players
Fresh and DTC brands bundle functional treats as add-ons, echoing the subscription model where Chewy’s Autoship drove 83.3% of revenue (Chewy IR, 2025).
Connection to the fresh and supplement boom
Functional treats sit at the intersection of two growth stories:
- Supplements $2.8B (USD Analytics, 2025).
- Fresh/refrigerated momentum (Freshpet $1.10B FY2025, Freshpet IR, 2025; refrigerated segment $2.15B, PMarketResearch, 2025).
Both reflect owners paying more for targeted health outcomes—treats are the lowest-friction version.
Risks and challenges
- Claim substantiation: Regulatory bodies scrutinize unproven health claims; the FDA–AAFCO rift adds uncertainty.
- CBD ambiguity: Until federal/EU clarity, CBD treats carry compliance risk.
- Quality variance: The treat aisle has many low-dose products of questionable efficacy.
- Overlap confusion: Owners may substitute treats for veterinary care (see deferred vet care, where >50% skip needed care, Synchrony / Encore Vet, 2025).
What “blurring snacks with therapy” means for the industry
For brands
- Product development shifts toward benefit-led formulation.
- Marketing emphasizes transparency and dosing.
- Format innovation (soft chew, bite, topper) becomes a differentiator.
For retailers
- The treat shelf becomes a health destination.
- Bundling treats with food and pharmacy (à la Chewy’s loop, Chewy clinics) rises.
For vets
- Functional treats become a recommended adjunct, pending evidence—potentially bridging the deferred-care gap if affordable.
What to watch in 2025–2027
- Soft-chew share moving beyond 42% as the default supplement form.
- CBD clarification unlocking the $1.15B treats segment (PMarketResearch, 2025).
- Claim regulation under FDA–AAFCO dynamics.
- Vet endorsement of specific functional treats.
The science and skepticism divide
Evidence standards
Not all functional treats are created equal. Veterinary-recommended lines (e.g., joint formulas with studied glucosamine doses) rest on firmer evidence than loosely dosed “wellness” chews. Owners increasingly demand transparent dosing and clinical backing—a quality filter the category needs.
The placebo and palatability effect
Some benefits may be partly behavioral: the act of giving a “care” treat strengthens the owner-pet bond, which itself reduces stress behaviors. That is real value, but brands should avoid overclaiming beyond evidence.
Regulatory guardrails
The FDA–AAFCO split (BSM Partners, 2025) leaves functional claims in ambiguous territory. Brands that self-regulate—clear dosing, no drug claims, vet consultation—will outlast those that attract enforcement.
Retail and merchandising shift
From treats aisle to health aisle
Functional treats are migrating next to supplements and pharmacy, not just the snack shelf. Retailers redesign planograms around benefit (joint, calm, gut) rather than format, aiding discovery.
Bundling with food and pharmacy
Chewy’s loop (Chewy clinics) bundles functional treats with food autoship and pharmacy, turning a treat into a recurring health add-on—mirroring Autoship’s 83.3% revenue share (Chewy IR, 2025).
The cat opportunity
Cats are underserved in functional treats despite the “cat renaissance” (Packaged Facts, 2025). Feline-specific calming and urinary chews represent a white space aligned with BSM’s “future is feline” thesis (BSM insights).
Regional and channel differences
North America vs Europe
North America leans into soft-chew and dental formats with aggressive DTC subscription; Europe emphasizes natural and veterinary-line functional treats with stricter health-claim rules. The 42% soft-chew share (NIQ, 2025) is led by the US, where treat-giving culture is strongest.
The APAC angle
APAC pet care hit $42.16B in 2024 at 6.01% CAGR (Market Data Forecast, 2024), and markets like China and Thailand are beginning to functionalize treats as premiumization rises. Localized flavors and Traditional-Medicine-inspired ingredients (e.g., specific botanicals) may differentiate APAC functional treats.
CBD’s regional split
CBD pet treats ($1.15B, PMarketResearch, 2025) are legal and growing in parts of North America but await EU Novel Food approval (CV Sciences, 2025). This regulatory divergence creates a two-speed market: North American brands can lean into CBD calming claims while European peers cannot.
Ingredient spotlight: what owners ask about
- Glucosamine/chondroitin for mobility in seniors and large breeds.
- L-theanine and chamomile for situational calming.
- Probiotics and pumpkin for digestive balance.
- Omega-3 (fish/algal oil) for skin, coat, and cognition.
- CBD* for anxiety—pending clearer regulation.
The throughline: owners want specific, observable benefits, and soft chews are the format that delivers them like a reward rather than a pill.
Related reading
- The FDA–AAFCO split on pet food rules
- Global pet supplements market size
- CBD pet treats market and regulation
FAQ
What share of pet supplements are soft chews?
NIQ (2025) reports the soft-chew format at 42% of pet supplement formats—the dominant delivery form.
What are functional pet treats?
They are treat-like products with health-benefit claims (joint, calming, digestive, skin/coat) that blur the line between snack and therapy.
How big is the pet supplement market?
Global pet supplements reached $2.8B (USD Analytics, 2025) at an 8.1% CAGR, with joints ~29% and calming/digestive fastest.
Are CBD pet treats part of this trend?
Yes—CBD pet treats hit $1.15B (PMarketResearch, 2025), but await clearer US/EU regulatory pathways before full unlock.
Why are functional treats growing now?
Humanization (43.6% of owners prioritize pet health over their own, Pride and Groom, 2025) and the “cat renaissance” (Packaged Facts, 2025) drive demand for health-by-mouth products.
Sources
- NIQ (2025): Supplement soft-chew format 42%; fresh dog food +13.4% while total dog food −0.2%.
- USD Analytics (2025): Global pet supplements $2.8B, 8.1% CAGR; joints ~29%.
- PMarketResearch (2025): CBD pet treats $1.15B; refrigerated fresh $2.15B.
- Pride and Groom (2025): 43.6% of owners prioritize pet food health over their own.
- Packaged Facts (2025): “Cat renaissance”; 82% of cat owners view food as health.
- BSM Partners (2025): FDA–AAFCO split creates labeling ambiguity for functional claims.
- LinkedIn Swedencare (2025): NaturVet expanded to Europe.
- LinkedIn CV Sciences (2025): +PlusCBD Pet; EU Novel Food pending.
- Chewy IR (2025): Autoship 83.3% of revenue.
- Freshpet IR (2025): FY2025 net sales $1.10B.
- Synchrony / Encore Vet (2025): >50% skipped needed vet care past year.
