The push to make pet toys last longer
Businesses are looking to new materials and methods to reduce waste, extend product life and justify premium prices.
In a category built on repeat purchases, a pet toy that endures may seem like a contradiction. However, manufacturers increasingly see durability as an opportunity to build trust, boost positioning and reduce environmental impact. As sustainability expectations rise, companies are exploring novel materials, improved designs and circular solutions.
Environmentally aware owners
Today’s consumers are more environmentally conscious than ever, and their demands increasingly extend to the products they buy for their pets.
For instance, the number of consumers who value recycled or eco-friendly components in toys and enrichment products increased from 13% to 17% between 2025 and 2026, according to the annual survey conducted by Yummypets, powered by Loop, and PETS International among over 2,000 pet owners across seven countries. Moreover, in both those years, durability was ranked as the second most important feature valued in such products (by seven out of 10 respondents).
To meet these expectations, manufacturers are focusing on a mix of strategies – from extending product lifespans through improved designs and higher-quality materials, to incorporating sustainable sourcing.
Why longevity matters
Discussions around sustainability often focus too heavily on materials while overlooking the benefits of product longevity, according to Tymur Tsasidze, International Sales Director at Ukrainian pet toy maker COLLAR Company. He notes that every manufacturing process carries a “carbon debt”, including raw material extraction, production energy, packaging and logistics, with those impacts repeated every time a product is replaced. “If a dog destroys five cheap ‘biodegradable’ toys in a year, it results in five cycles of production, packaging, shipping and eventual disposal,” he says.
Enhancing durability
In the UK, family-owned Ancol Pet Products is not only producing durable toys made from 100% recycled content, but also incorporating animal psychology into product design. “The very short lifespan and destruction of dog toys is often due to the dog’s boredom factor. We have developed a range of toys that stimulate the dog, therefore reducing the destruction of the toy and lengthening its lifespan,” says a company spokesperson.
California-based dog toy and accessories maker ZippyPaws notes that while pet toys have traditionally been viewed as impulse purchases, buyers are increasingly evaluating products based on brand reputation, durability and sustainability.
This shift led the company to expand its use of eco-friendly materials, but without compromising on quality. Product longevity has been maintained through design improvements by “avoiding weak points in the toy, reinforcing pull points, adding a strong fabric lining, and more”, Jen Glaser, co-founder and Vice President at ZippyPaws, explains. “Some of these enhancements cannot be seen on the toy’s exterior, but long-time customers trust our quality.”
Short-term vs long-term sales impact
Manufacturers could be forgiven for thinking that longer-lasting products might lead to fewer repeat sales. However, Tsasidze believes that customers who understand the long-term value are willing to pay a premium price.
His colleague Anastasiia Kuzmenko, R&D Director at COLLAR Company, adds that manufacturers are also exploring sources of recurring revenue beyond replacement purchases. One example is an app that helps pet owners get more value from the toys by using them not only for play, but also as fitness and enrichment tools.
According to Spencer Williams, CEO of Montana-based pet products manufacturer West Paw, durability does not reduce customer demand, but changes the reason people return. “They may choose another size, shape or play experience, or add products for enrichment, chewing, fetching and feeding,” he says. “For retailers, durable products can mean greater trust, fewer complaints and stronger long-term loyalty.”
Beyond virgin plastic
While longevity can certainly contribute to sustainability, material choice remains important and manufacturers are seeking alternatives to virgin plastics. Williams says recycled plastics and textiles, natural rubber, ocean-bound plastics and reclaimed production scrap are all becoming more popular.
Nylabone, a Central Garden & Pet brand, is repurposing more than 100,000lb (over 45,000kg) of ocean-bound nylon in a range featuring chew toys made with 30% reclaimed fishing nets.
Another example is West Paw’s proprietary non-toxic Seaflex, which is made with 12.5% post-consumer recycled ocean-bound plastic blended with 87.5% Zogoflex, a recyclable thermoplastic elastomer (TPE). Both materials are used in the company’s pet toys.
Tsasidze adds that besides recycled plastics, recycled polyester (rPET), bamboo and responsibly sourced natural fibers are also gaining traction, as they are already commercially available and increasingly accepted by both retailers and consumers. ZippyPaws’ ecoZippy plush toy collection, for example, uses suede, jute, hemp and 100% cotton rope.
Meanwhile, in April, US-based dog chew brand Benebone introduced Benebone Green. In this line of plant-based chews, petroleum-based nylon has been replaced by a plant-derived nylon made from vegetable oil and starch, bonded with real bacon or salmon to keep the brand’s signature flavors intact.
Offsetting higher costs
The use of sustainable materials often comes at a higher cost, however. According to ZippyPaws’ Glaser, eco-friendly pet toys typically carry a 20% to 40% price premium. This is because their materials are produced in smaller volumes and have yet to achieve the same economies of scale.
To help offset higher production costs, companies are finding efficiencies elsewhere in the value chain. Ancol Pet Products, for example, has cut back on packaging, reducing both costs and environmental impact.
Certifications provide validation
As consumers become more knowledgeable, they are also placing greater emphasis on product transparency. Generic claims such as ‘green’, ‘eco-friendly’ and ‘sustainable’ are facing growing scrutiny. Today’s shoppers expect measurable evidence rather than broad marketing statements.
According to COLLAR Company’s Kuzmenko, leading brands are responding by utilizing certified materials, traceable supply chains, life cycle assessments (LCAs), recycled content verification and detailed product information. This is driving wider adoption of third- party certification services, particularly in premium retail channels and international markets.
With sustainability regulations evolving, certified products may face fewer barriers to market entry. Additionally, Kuzmenko notes that while certifications alone rarely drive purchasing decisions, they provide independent verification that strengthens brand credibility.
Need for communication
“They can facilitate retailer onboarding, support compliance with procurement requirements, improve placement opportunities with major retail chains and strengthen relationships with environmentally conscious consumers,” she states.
However, Nylabone points out that logo recognition alone has limited value if the meaning behind the certification is not clearly communicated.
According to Simon Lane, Director of Ancol Pet Products, retailer demand for sustainability certifications remains relatively limited, and many consumers still do not view them as sufficient justification for higher prices.
COLLAR Company expects pet owners to become more discerning and increasingly evaluate the full LCA of products. The firm anticipates this will stimulate broader industry changes, including more durable product construction and greater adoption of circular design principles, as well as growing retailer demand for verified credentials.
In terms of materials, Tsasidze sees strong long-term potential in bio-based polymers, agricultural waste fibers, advanced recyclable TPEs and mycelium-based materials that use the vegetative, root-like part of fungi as an alternative to traditional plastics and synthetic foam.
Industry outlook
This shift will bring challenges related to consumer education, production costs, raw material availability and performance consistency. “Sustainable materials must continue to meet the same safety, durability and functionality standards as conventional materials while remaining commercially viable,” Kuzmenko says.
West Paw CEO Williams adds that inconsistent recycling infrastructure and the challenge of scaling circular systems across different markets will remain significant obstacles for the industry.
Manufacturers will also need to find ways to navigate the associated higher costs – especially because the category remains highly price sensitive. As data from the American Pet Products Association’s (APPA) 2026 State of the Industry Report shows, pet owners are prioritizing essentials while becoming more selective about discretionary purchases, including toys.
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