The rise of treats and chews drives pet oral care

With 80% of dogs showing signs of dental disease by the age of 3 and awareness of feline oral health rising, consumers are looking for solutions that deliver results without daily brushing. This has opened the door to one of the fastest-growing categories in pet care.

Pitching preventive care

Valued at $1.29 billion (€1.1B) in 2024, the global market for dental treats is forecast to almost double to $2.45 billion (€2.09B) by 2033, expanding by 7.6% annually. Dog treats account for the largest share, representing approximately 70% of the market in 2023. However, the most rapidly growing segment is dental treats for cats.

Functional dental treats are formulated to reduce plaque and tartar, combining mechanical abrasion with active ingredients such as enzymes, zinc or sodium hexametaphosphate. In the US, products must demonstrate at least a 20% reduction to carry the Veterinary Oral Health Council (VOHC) seal.

Certified brands recommended

“Dental treats are not the gold standard for oral health, but can be a useful additional tool, particularly for pets that don’t allow their owner to brush their teeth,” says Dr Jamie Whittenburg, Veterinarian Director of online guide Senior Tail Waggers and Director of Kingsgate Animal Hospital in Texas.

“As a vet, I only recommend certified brands,” she says. “That recognition helps ensure a product is effective at managing dental disease. Clients in my practice are mostly interested in products that are proven effective and easy to administer.” She adds that many of them ask about natural ingredients.

Popular sub-segments

As wellness spending rises, demand for specialized oral care items is accelerating. Natural formulations, functional active ingredients and product certification all add value for today’s pet parent. According to Verified Market Reports (VMR), gluten-free dental treats dominated the global market in 2023, with a 60% share.

Personalization is also inspiring innovation. Softer chews for cats and small dog breeds address long-underserved segments, while tougher textures meet the needs of large dogs requiring stronger abrasion. Cat dental care, in particular, is emerging as a growth frontier.

Educating pet parents

Vets have been educating pet parents about the importance of oral health for many years. “Effective dental chews can be an excellent additional therapy – one pets can enjoy. Many of my clients use chews as a reward after their daily toothbrushing session,” says Bob Partridge, recognized specialist in veterinary dentistry.

“Dental chews can be great for oral hygiene – helping to clean the teeth. However, they can also be damaging if a dog bites down too hard on them. As a guide to my clients, I say if you can indent a chew with your thumb nail, it is probably soft enough to give,” he explains.

Regional growth patterns

VMR data for 2023 shows that North America holds the largest share of the global dental treats market, accounting for 40% of revenue. Asia-Pacific follows with 25%, then Europe (20%), Latin America (8%) and the Middle East and Africa (7%).

According to Grand View Research (GVR) market analysis, Europe accounted for 29.8% of the global dog dental chews market in 2024 in terms of revenue. GVR expects the European dog dental chew segment to surpass $180 million (€153.5M) by 2030, fueled by vet-endorsed, science-backed formulations.

North America is projected to lead the regional market for chews in 2030, but Asia-Pacific is currently the fastest-growing market in this segment. In terms of sub-segments, dental bones were the largest revenue- generating product in 2024 and are expected to register the most growth in the future. In East Asia, feline- focused products are expanding quickly, particularly in Japan and South Korea, where aging cats and small pets dominate.

Channels and compliance tools

Distribution strategies are evolving alongside product innovation. According to point-of-sale solution eTailPet, the online pet category has nearly quadrupled since 2013. Greenies subscription packs and Virbac veterinary bundles are designed to lock in compliance and repeat sales. Veterinary channels remain central for credibility, while grocery and specialty retailers drive mainstream adoption.

Mars Petcare has made oral care a strategic focus, leveraging its brands and digital platforms to help owners integrate dental wellness into everyday routines. By positioning oral care as a daily habit rather than an occasional add-on, Mars is signaling the long-term direction of the category.

Brand and retailer opportunities

For manufacturers and retailers, convenience and compliance are driving new growth areas. Functional dental treats sit at the intersection of health and consumer expectation, so products that deliver measurable benefits with minimal owner effort are primed for long-term demand.

Cats remain underserved and represent a key white space in the market, while certification and clinical claims are critical trust signals. Retail bundling and subscriptions can also offer additional routes to pet owner loyalty and recurring revenue.

“Brands should position their products to busy owners, by acknowledging that brushing is best but it’s also OK to use dental treats daily as part of a realistic care routine,” says Anastasia Waugh, canine dental health expert and owner of The Dog Tooth Fairy in the UK.

Looking ahead

With brushing compliance still low and dental disease widespread, functional dental treats are becoming embedded in daily care. For the industry, this is not just a trend but a category transformation – turning a longstanding challenge into one of the most dynamic growth opportunities in pet health.