Play time: trends and diversification in pet toys

Industry insiders indicate an ongoing trend in pet toys, but they also highlight the need for new ideas to sustain the category’s successful growth.

So, what is the current state of the pet toy market, and which trends and products are driving the necessary diversification?

Growth in cat market outpaces dog

The most purchased pet toys by American dog owners in 2022 were chew toys (75%), followed by tug toys (65%) and fetch toys (64%).

Among American cat owners, plush toys with and without catnip (59% and 52%, respectively), electronic toys including light, sound or motion (44%) and interactive non-electronic options (42%) were the most popular items.

Interestingly, the rate of toy purchases by cat parents has been increasing more quickly than that of purchases by dog parents since 2018, suggesting market opportunities for relevant players.

Subscription boxes

There is a notable uptick in the use of subscription boxes to conveniently access an assortment of products catering to pets’ needs. An estimated 14% of US pet owners purchased toys as part of a subscription service in 2022.

These services are most popular among Gen Z and high-income pet parents, according to the American Pet Products Association (APPA). For cat parents, popular subscription options include KitNipBox and MeowBox in the US, and Gus & Bella in the UK.

The dog subscription service offered by e-commerce company PupJoy won a Purina Pet Care Innovation Prize for its customizable toy and treat boxes. The ‘build your own box’ option allows customers to select up to 4 plush toys and set their subscription to recur for up to 6 months in the future.

The company carefully sources its products to be “environmentally friendly, healthy and high quality”.

Meanwhile, leading pet toy producer KONG offers a subscription box service through its members-only club. The monthly goody boxes include vet-selected dog toys for each pet’s particular life stage and wellness needs. The service also extends to 24/7 vet guidance. Products include stuffed toys, rubber chews and squeeze toys.

Innovation in interactive toys

Presently, most product diversification is taking place in interactive toys – from electronic laser pointers to stimulate hunting instincts for cats, to interactive treat dispensers such as the range of Knock ‘n’ Nibble treat dispensing toys recently launched by Kansas-based toy and treat manufacturer SmarterPaw.

In another example, the Pupsicle, the flagship product from dog toy brand Woof, was recognized by NBC’s Best for Your Pet Awards as Best Enrichment Toy in 2023.

Many other global suppliers are capitalizing on the popularity of similar mentally stimulating and engaging toys, from push-button puzzle toys to innovative slow feeders.

“The demand for interactive products continues to drive innovation in the pet toy category,” comments Leah Angelos Nagel, B2B Marketing Manager at US dog toy manufacturer ZippyPaws.

According to Joyce Liu, Pet Product Export Director and a member of the foreign trade team at Chinese wholesale supplier Super Pet Industrial, the key to success of food dispensing products or puzzles is that they “reduce pets’ food intake and increase fun”.

Durability and safety

While it’s important for pet toys to be durable, pet owners also expect them to be made from safe and non-toxic materials. However, there are currently no standardized guidelines for pet toy manufacturers to follow.

That’s why dog brand BARK, which claims to design more than 1,000 new toys yearly, is working on the first international safety standard for dog toys.

BARK is collaborating with the American Society for Testing and Materials (ASTM) to “raise safety and quality standards for the entire industry”. The framework is expected to be completed by 2025.

To assess product durability, the company has also established a dog toy testing lab where it imitates chomping, dropping, pulling, and general wear and tear caused by different breeds like pitbulls, Chihuahuas, boxers and German shepherds.

Another organization that has recently highlighted the growing need for pet product safety is inspection, verification, testing and certification company SGS. “Substandard pet products pose a real threat to our pets, and these risks can be significant,” says the company.

“We offer a comprehensive range of testing and certification services to help brands and manufacturers ensure the products they offer onto the market are safe.”