Food retailers are well aware of the increasing consumer demand for all-natural foods and foods that offer nutritional support. But, what they may not be as aware of is that those same demands are carrying over to the pet aisle.
Consumers are increasingly seeking 100% all-natural pet treats that are free from preservatives or artificial additives, as those treats, “offer a sense of increased quality and purity/safety,” according to an October 2024 report from global management consulting firm OC&C Strategy Consultants, Additionally, FMI – The Food Industry Association’s Nonfoods Category Insights: Pet Food 2024 report indicates that pet owners are looking for “high-quality ingredients, nutritional benefits and trusted brands.”
While premium pet foods and treats were previously only available at specialty pet stores and veterinarian offices, some, such as Nestlé Purina’s Zuke’s dog treats, are making an appearance at retailers and grocery stores nationwide – a move that positions those retailers to “attract a broader customer base from those seeking basic, economical options to those looking for super-premium, specialized products,” according to FMI.
The premium pet treat category at retail also offers a simple way to grow basket size, says Nestlé Purina’s Vice President of Trade and Industry Development Joe Toscano, who shares insights into this growing segment.
What is leading the consumer trend of seeking more natural dog treats? Why does this matter?
More than ever, pet parents are seeking out natural and organic food options for their pets. That’s because people are more aware of unwanted ingredients in their food. There are plenty of natural pet food options on the shelves. In fact, more than 250 of our pet food recipes already contain no artificial flavors or preservatives because every year we’re working to make more of our products without these artificial ingredients because pet parents increasingly seek natural treats from trusted brands. We understand that today’s pet parents seek natural products backed by scientific expertise.
Interestingly enough, while The FDA has not yet defined the term “natural” as it applies to human food, there is a definition for pet food! The Association of American Feed Control Officials says ‘natural’ ingredients cannot be produced by or subjected to chemically synthetic processes. It also cannot contain any chemically synthetic additives or processing aids. Ingredients derived from plant, animal or mined sources are “natural” according to AAFCO. It is important to note, that pets do need low levels of some synthetic microingredients and nutrients, like vitamins and minerals. As such, AAFCO recognizes this and allows them in natural dry and wet pet food.
What inspired Zuke’s to focus on natural, healthy ingredients for pet treats, and how has that shaped the brand’s development?
Founded in 1995, Zuke’s originated when founder Patrick Meiering recognized the need for healthier energy-supporting treats during outdoor adventures with his chocolate lab, Zuke. Since joining the Purina family, Zuke’s has combined its heritage of natural, purpose-driven treats with our industry-leading research and quality control standards.
How do Zuke’s treats incorporate specific nutrition goals into its formulas?
The Zuke’s lineup includes many varieties to meet the needs of a variety of pets – all backed by Purina’s commitment to safety and quality:
- Mini Naturals® are made with real, natural ingredients with added vitamins and minerals. These chewy, easy-to-tear treats are available in nine delicious flavors, such as chicken, peanut butter, beef and salmon.
- Hip and Joint
- Puppy Naturals
- Lil’ Links
All Zuke’s dog treats are crafted in the USA, using quality ingredients from around the world. They also come in a resealable pouch for a snack that’s easy to serve at home or on the go.
How does Zuke’s differentiate itself from other pet treat brands in terms of both product innovation and brand values?
At Purina, Zuke’s treats are formulated in collaboration with our team of over 500 scientists, nutritionists and veterinarians, ensuring every recipe delivers:
- Premium, natural ingredients meeting Purina’s rigorous quality standards;
- Manufacturing excellence in USA facilities;
- Optimal texture for training and rewarding; and
- Nutritional profiles that support active lifestyles.
Zuke’s offers natural goodness backed by Purina’s expertise and our science-based natural nutrition.
How does Purina partner with retailers to strengthen the premium pet treat category and what is the benefit for retailers to carry these products?
With Purina’s market leadership in pet care and Zuke’s expertise in natural treats, retailers now have an unmatched opportunity to grow their premium pet treat category and capitalize on natural category growth – a straightforward way to build the basket for the many pet aisle customers in your stores. Our nationwide distribution network provides the reliability and scale that retailers expect from Purina.
As part of the Purina family, Zuke’s retailers benefit from our comprehensive retail support which includes:
- Industry-leading category management insights
- Robust trade promotion programs
- Custom merchandising solutions
- Integration with Purina’s digital marketing platforms
- Advanced supply chain capabilities ensuring consistent availability
A brand with 30 years of history and a loyal customer base, Zuke’s perfectly complements our existing diverse portfolio, ensuring retailers’ pet aisles meet consumer needs.
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