The Best Chews: Innovative Formats, Higher Digestibility Drive Growing Dog Treat Category

Chewing is a normal behavior that can promote dental and gum health. Chewing also keeps a dog entertained while its pet parents are away, keeping destructive behaviors at bay. That’s why it’s important that dogs have plenty of chewing options to keep them happy and enriched. Natural chews, such as yak cheese, bully sticks and collagen chews, provide an essential outlet for a dog’s need for a long-lasting chew experience. Many of today’s treat brands have offerings that provide them with a safe and healthy outlet for their chewing needs.

Among the countless chew options available on the market, yak chews have seen a steady increase in popularity among pet parents. Originating from the Himalayas, these hard cheese snacks are long-lasting, highly nutritious and are known for their natural ingredients. It’s a common belief that the best yak cheese chews are made in Nepal, where they are a traditional food. These durable chews are made from yak milk, which is rich in protein and essential fats.

However, it’s important to note that not all dogs may benefit from yak cheese chews. Some dogs may have allergies or intolerances to dairy, even if the lactose has been fermented out. In addition, other dogs may have difficulty digesting dense chews like these, which could potentially lead to gastrointestinal issues.

A decade ago, Earth Animal revolutionized the dog chew category with No-Hide, offering pet parents a worry-free alternative to rawhide. Over the years, No-Hide has become the gold standard in the industry, earning the trust of pet parents, veterinarians, and independent pet retailers alike.

“From day one, we have been guided by our belief that pet health should never be compromised,” said Dr. Bob Goldstein, who co-founded Earth Animal with his wife, Susan. “No-Hide was born from that philosophy — to provide dogs with a safe, healthy chew that delivers real joy.”

Each chew is thoughtfully crafted with humanely raised proteins and carefully selected ingredients that pet parents can feel good about. But innovation has never stopped at the recipe. Over the past 10 years, Earth Animal has continued to evolve the range through flavor innovations (including Bacon Cheeseburger, Pumpkin Spice, Strawberries & Cream and vegetarian recipes), through format innovation (such new formats as STIX and strips, ensuring there’s a No-Hide for every type of chewer) and through value innovation (newly launched Value Packs are reducing plastic use in the treat aisle while giving pet parents more treats).

No-Hide is available in over 20 countries worldwide, bringing a safer, more natural chew to dogs and pet parents around the globe.

“It’s been incredible to witness how No-Hide has changed the landscape of the pet industry,” said Susan Goldstein. “We knew we had something special, but the love and loyalty from our community have been humbling. To see No-Hide become a trusted, go-to product for families is truly rewarding.”

Central Garden & Pet has been focusing its attention on the dog chew market this year, with several brands in its portfolio expanding its treat lines this year. In 2023, the Central acquired TDBBS, which is the parent company of Barkworthies, a well-known Richmond, Virginia-based manufacturer of dog treats and chews. Part of the success of Barkworthies has been its ability to notice early on the growing awareness and concern among pet owners regarding the safety and health aspects of dog chews, which has led to a shift away from traditional rawhide chews towards safer and more natural alternatives.

In 2023, Barkworthies made a big splash in the treat sector when it launched its hickory-smoked line of natural dog chews. Barkworthies’ innovative cold-smoking process results in a smokey barbecue aroma and enhanced flavor while maintaining the integrity of the chew and the brand’s commitment to an all-natural product.

The brand also is a proponent of collagen chews for dogs. Similar to humans, dogs rely on collagen for various bodily functions and structures. Barkworthies harvests the collagen directly from the corium layer, which is made almost entirely of collagen. Some key points about collagen and its importance to dogs include the following:

■ Structural support: It strengthens and adds flexibility to connective tissues.

■ Joint health: It cushions and lubricates joints, reducing the risk of arthritis.

■ Skin and coat health: It maintains firm skin, and it also promotes healthy hair growth and strength.

■ Wound healing: It helps form new tissue and regenerate damaged skin.

■ Digestive health: Collagen’s amino acids support gut lining, enzyme production and nutrient absorption.

Another Central brand, Nylabone, has become a household name for its chews since 1955. It recently launched Nubz Flavor Bursts chew treats – a flavorful addition to its popular Nubz dog treat line. Crafted with a highly digestible potato starch recipe, Nubz Flavor Bursts contain no artificial preservatives, colors, or fillers. They also feature the brand’s namesake dental textures to promote healthy teeth and gums, can easily break in half for smaller treats, and are proudly made in the USA.

“They combine everything pet parents and dogs love about Nubz — natural, real ingredients, irresistible flavor and U.S.A.-made quality,” said Glen S. Axelrod, president and CEO of Nylabone Products. “And leave out the corn and wheat, making them an accessible treating option for dogs with dietary needs.”

With nearly 40 years of success in the dog chew and treat category, Cadet is a popular brand under the Central Garden & Pet portfolio. The brand made a splash when it introduced its latest trio of products: Chewalicious No Rawhide Chews, Chef’s Specialties Beef Hide Shish Kabobs, and Homestyle Jerky Turducken Recipe.

The Chewalicious No Rawhide Chews represent the first long-lasting chews under Cadet’s Chewalicious line. Containing no artificial flavors or preservatives, the chews serve as an easy-to-digest alternative to traditional rawhide and are formulated with chicken. The chews are available in two varieties — Chewy ‘N Crunchy Braids and Chewy ‘N Crunchy Spirals — combining enticing textures.

More recently, the brand released Layered ‘N Dipped to its Chewalicious line. These long-lasting chews are made with real chicken covered in vitamin-packed sweet potato that is hand-coated with real oats or peanuts. The multiple layers of tastes and textures will keep your dog happily engaged in the droolworthy chew.

Natural Cravings, which was founded in 2014 by Patrick Caprez, is another brand that has found a strong following due to its collagen chews. Formed with the idea of creating a holistic line of dog treats that were sourced and made in the United States, the brand is known for many of its treat lines, but its Longlastics Collagen Chews are a top seller for being a long-lasting dental chew that is rich in collagen.

According to Caprez, the market for dog chews is vast. Consumers can become overwhelmed with the enormous number of chew options. Caprez recommends retailers look at these four categories when it comes to deciding on the best dog chew:

Palatability: When a dog is choosing a chew, the most important first step is if the dog likes the chew or not.  This is where palatability comes into play.

Safety: The most critical aspect of any dog chew is safety. A quality chew should be non-toxic and free from harmful chemicals. It should not splinter or break into small pieces that could pose a choking hazard or cause internal blockages. Materials like rawhide have been controversial due to safety concerns, so alternatives like natural bones, antlers, and synthetic chews are often recommended.

Digestibility: Chews should be made from natural, easily digestible ingredients that won’t cause gastrointestinal issues.

Dental Health Benefits: Chews with a textured surface can help scrape off plaque and tartar as the dog chews. Some products are infused with enzymes or dental agents to enhance their teeth-cleaning properties.

Jones Natural Chews was born out of the Jones’ families butcher shop nearly 40 years ago, when it became obvious that pet parents were looking for natural chews to reward their pups. Since then, Jones has brought numerous chews to market without ever compromising on the friendly, down-home values required for a local butcher to be well trusted by their community. The Rockford, Illinois-based manufacturer of all-natural dog treats is essentially a butcher shop for dogs, according to president Laura Jones.

Earlier this year, Jones unveiled its full line of turkey chews. According to Jones, body part chews are a category that has long been dominated by two protein options: beef and pork. While there are many great options available within those sources, the reality is that these body parts are not the right size for the smallest chewers on the market. Turkey Chews offer an appropriate portion size for the toy-sized range, giving small dogs a chewing option appropriate for the size of their palette and the strength of their jaw.

The best attribute, according to Jones, is that each of these chews will digest easily, so while they are a lasting chew for small dogs, they still make a safe, if quicker and lighter, chew for larger dogs who need some protein variety in their diets. The brand also recommends rotating Turkey Chews into a dog’s treating rotation to help vary protein sources. As the value of alternate proteins continues to rise, in the minds of pet parents, stores will benefit from expanding their chew options beyond beef and pork body parts. Turkey is a great fit, as consumers feel a sense of familiarity with the poultry, this is a well-endorsed protein from the veterinary community and the chews are thoroughly enjoyed by dogs.

A newer brand, but one that has also been unveiling innovative chews of late, is Dogginstix, which follows the philosophy that every pet has unique tastes. That’s why the brand offers a variety of treats to suit different preferences. From simple, wholesome options to flavorful chews, Dogginstix treats are crafted to bring joy to every dog.

Dogginstix offers bully sticks that are made from 100 percent natural beef pizzle. The distinctive texture and shape of Bully Sticks are perfect for dogs who love to chew, offering a satisfying experience while keeping them engaged. The brand also makes lamb collagen sticks that are crafted from premium grass-fed lamb, providing a flavorful chewing option for dogs of all sizes. Their natural composition makes them a great choice for dogs with specific preferences, offering a satisfying and enjoyable treat for your furry companion.

However, the brand stands out with its Trotter chew, which is sourced from the feet of grass-fed, grass-finished cows. According to Dogginstix, the beef foot is a nutritious, four-in-one treat containing bone, collagen, tendon and hoof. These wholesome chews offer dogs a satisfying and enjoyable experience, and these treats are free from any artificial additives.

Dogginstix expanded its product lineup earlier this year with the launch of its new premium tripe dog treats. The new offerings feature 100 percent natural, ethically sourced ingredients, reinforcing the brand’s commitment to providing wholesome treat options. According to Dogginstix, tripe provides dogs with a natural chewing experience while supporting healthy skin and coat maintenance. The treats undergo gentle processing methods, such as slow baking and dehydration techniques, to retain their nutritional value without adding any artificial preservatives, colors or flavors.

Earlier this year, the brand introduced the Cosmic Donut, a one-of-a-kind creation crafted from premium blended lamb collagen. The playful donut-shaped chew is designed to satisfy a dog’s instinct to chew while promoting healthy joints, shiny coats and dental hygiene. It also debuted the UFO chew at Global Pet Expo this year. This 100 percent beef collagen disc soars through the air, offering interactive fun and a tasty treat. Each UFO is laser-engraved with whimsical, food-grade artwork, making chew time an imaginative adventure.

How does a retailer get the most out of the busy dog chew sector? First, retailers need to only carry chews that are safe for their clients’ dogs. Retailers also should know that pet parents will likely be doing their own research on chews, including their forms and ingredients. After they’ve searched online, they’ll be going into a store to speak with an employee who hopefully will be able to provide information for finding the right chew for their individual dog.

Dog chews that are highly digestible while also providing a challenging chew experience will be popular with consumers looking to satisfy their pups’ natural urge to gnaw. Not only are these chews beneficial to a dog’s dental and mental health, but it will also keep dogs busy, entertained and might even help prevent them from chewing on inappropriate objects.