Netherlands Pet Treats - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The netherlands pet treats market was valued at USD 284.43 million in 2025 and is projected to grow from USD 301.84 million in 2026 to USD 412.75 million by 2031, registering a CAGR of 6.46% over the period from 2026 to 2031. This report is Segmented by Sub-Product (Dental Treats, Crunchy Treats, Soft and Chewy Treats, Freeze-Dried and Jerky Treats, and Other Treats), by Pets (Cats, Dogs, and Other Pets), and by Distribution Channel (Convenience Stores, Online Channel, Specialty Stores, Supermarkets/Hypermarkets, and Other Channels). The Market Forecasts are Provided in Terms of Value (USD) and Volume (Metric Tons).

Netherlands Pet Treats Market Trends and Insights

Pet Humanization and Wellness-Led Treat Purchases

Pet humanization remains a key growth driver for the Netherlands pet treats market, as owners increasingly incorporate treats into their pets' daily care and wellness routines. According to the Dutch Pet Trade Association (Dibevo) and the Dutch Pet Association (NVG), the Netherlands had 3 million cats in 2025, with 23% of households owning at least one cat, indicating a large and stable companion animal population that supports sustained demand for premium pet products. This growing emotional bond between owners and pets is driving higher spending on natural, functional, and health-oriented treats, including dental, calming, and mobility-support formulations, supporting long-term market growth.

Premiumization and Willingness to Pay for Functional Claims

Premiumization is supporting value growth in the Netherlands pet treats market as consumers increasingly favor products with functional and health-related benefits. According to the Dutch Pet Trade Association (Dibevo) and the Dutch Pet Association (NVG), Dutch households spent an average of EUR 68 (USD 74) per month on pets in 2025, including EUR 53 (USD 58) on pet food and EUR 15 (USD 16) on pet supplies. This reflects a strong willingness to invest in higher-value pet products. This spending pattern supports demand for premium treats with dental care, calming, digestive health, and natural ingredient claims, encouraging manufacturers to expand their scientifically formulated and function-focused product portfolios.

Raw Material Price Volatility for Animal Proteins and Specialty Inputs

Raw material price volatility remains a significant challenge for the Netherlands pet treats market, as premium treats rely heavily on high-quality poultry proteins such as chicken. Rising meat prices increase production costs and make it difficult for manufacturers to maintain premium quality while keeping products competitively priced. According to the European Commission's Poultry Market Situation (April 2026), the European Union weekly average broiler price reached EUR 298 (USD 339) per 100 kg in April 2026, remaining at historically elevated levels. Higher poultry procurement costs directly affect manufacturers of protein-rich pet treats, limiting pricing flexibility and reducing profit margins, particularly in premium and freeze-dried product segments.

Other drivers and restraints analyzed in the detailed report include:

• E-Commerce and Subscription Replenishment for High-Frequency Purchases
• Sustainability, Traceability, and Clean-Label Ingredient Preference
• Tightening Claim Substantiation and Ingredient Compliance Requirements

Segment Analysis

The Netherlands pet treats market share for the crunchy treats segment accounted for the largest 24.1% in 2025. This position is supported by widespread availability across supermarkets and specialty pet stores, competitive price points, and strong consumer familiarity with everyday reward and dental care applications. These products appeal to a broad range of dog owners due to their ease of storage, simple portioning, and suitability for routine feeding. Manufacturers also benefit from established production processes and high-volume retail distribution, which allow crunchy treats to remain the foundation of category sales across the Dutch pet treats market.

Freeze-dried and jerky treats are forecast to grow at the fastest CAGR of 7.6% from 2026 to 2031. Growth is driven by increasing consumer preference for minimally processed, protein-rich products with transparent ingredient lists and premium positioning. Pet owners are becoming more attentive to nutritional quality and sourcing practices, prompting manufacturers to introduce single-protein recipes, limited-ingredient formulations, and natural preservation methods. These formats align with the broader premiumization trend, enabling suppliers to differentiate on product quality rather than price. Continued innovation in functional ingredients further supports long-term expansion within this premium sub-product segment.

Complete Report Scope:

• By Sub Product
  • Dental Treats
  • Crunchy Treats
  • Soft and Chewy Treats
  • Freeze-dried and Jerky Treats
  • Other Treats
• By Pets
  • Cats
  • Dogs
  • Other Pets
• By Distribution Channel
  • Convenience Stores
  • Online Channel
  • Specialty Stores
  • Supermarkets/Hypermarkets
  • Other Channels

List of Companies Covered in this Report:

• Mars, Incorporated
• Nestlé S.A.
• Hill's Pet Nutrition, Inc. (Colgate-Palmolive Company)
• VAFO Group a.s.
• United Petfood Producers NV
• Affinity Petcare, S.A. (Agrolimen, S.A.)
• Prins Petfoods B.V.
• Yarrah B.V.
• Scholtus Special Products B.V.
• Edgard & Cooper NV (General Mills, Inc.)
• Heristo Aktiengesellschaft
• Antos B.V. (The Nutriment Company Sweden AB)

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support