Natural dog treats have become an increasingly popular choice among pet owners. As customers become more interested in what goes into their pets' food and treats, demand for products with simple, recognisable ingredients continues to grow.

For pet shops and other retailers, natural dog treats can be an excellent addition to a well-rounded product range, offering customers greater choice while catering to the growing interest in natural pet products.

But what exactly are natural dog treats, and why are so many dog owners choosing them?

What Are Natural Dog Treats?

Natural dog treats are generally associated with treats made using recognisable, straightforward ingredients and minimal processing. They can come in many different forms, from single-ingredient meat treats and air-dried products to natural chews, training rewards and fish-based treats.

Common ingredients include:

• Chicken
• Beef
• Lamb
• Duck
• Rabbit
• Venison
• Fish
• Pork

It's worth remembering that the term "natural" can cover a wide variety of products. Rather than relying solely on the description on the packaging, dog owners should look at the ingredients and product information to understand exactly what they are buying.

For retailers, clear and informative product descriptions are particularly valuable. Customers want to feel confident about the products they are purchasing for their pets.

Why Are Natural Dog Treats So Popular?

There are several reasons why natural dog treats have become such an important part of the pet market.

Today's pet owners are often more conscious of the ingredients in their dogs' food and treats.

Rather than simply looking at the brand or price, many customers want to know what a product contains. Treats made with recognisable ingredients can appeal to owners who prefer a simpler approach to rewarding their dogs.

This makes ingredient transparency an important consideration for retailers when choosing products for their shelves.

Every dog is different. Some may prefer soft treats, while others enjoy something crunchy or a longer-lasting chew.

Natural dog treats are available in a wide range of textures, flavours and formats, allowing retailers to offer something for different preferences.

Providing variety can also encourage customers to try new products and discover their dog's favourites.

Dog treats aren't only used as occasional rewards. Many owners use them for training, enrichment, rewarding good behaviour or simply as a way of treating their pet.

This creates demand for different types of treats.

Small, bite-sized treats can be useful for training, while larger chews can provide a longer-lasting experience. Having both options available allows customers to choose a product according to the occasion.

The popularity of natural products isn't limited to dog treats. Pet owners are increasingly interested in natural foods, grooming products, supplements and accessories.

Natural treats fit naturally into this wider trend and can be an attractive category for retailers looking to expand their premium or natural product selection.

What Types of Natural Dog Treats Are Available?

One of the advantages of the natural treat category is the variety of products available.

Single-Ingredient Treats

Single-ingredient treats can be an appealing option for owners who prefer straightforward products.

These may include treats made from a single type of meat or fish, providing a simple option for customers who want to know exactly what they're giving their dog.

Air-Dried Dog Treats

Air-dried treats are produced by removing moisture from the ingredients, helping to create a shelf-stable product.

They are available in a variety of meat and fish options and can provide retailers with another way to offer customers premium natural treats.

Natural Dog Chews

Natural chews are another popular category. Their different textures and longer-lasting nature make them a useful option for owners looking for something beyond a traditional small reward.

Retailers can create a dedicated natural chew section or merchandise chews alongside other dog treats.

Training Treats

Training treats are typically smaller and designed to be given as rewards during training.

Because training can involve multiple rewards, small treats can be particularly practical. Offering different flavours and textures can also give owners plenty of choice.

Fish-Based Treats

Fish-based treats provide an alternative to more traditional meat options.

They can help retailers introduce greater variety into their natural treat selection while giving customers another protein option to consider.

What Should Retailers Look For When Choosing Natural Dog Treats?

For pet shops, choosing the right products is about more than simply finding popular treats. A balanced range should cater to different customers, budgets and occasions.

Here are some important things to consider.

Clear Ingredient Information

Customers want to understand what they are buying. Products with clear, easy-to-understand ingredient information can make it easier for shoppers to make informed decisions.

A Variety of Proteins

Consider offering several different protein options rather than relying on just one. Chicken, beef, lamb, fish and other proteins can help create a more varied selection.

Different Sizes and Textures

A good range can include small training rewards, everyday treats and longer-lasting chews.

This gives customers options depending on their dog's size, preferences and the reason for buying the treat.

Attractive Packaging

Packaging plays an important role in retail. Clear product information combined with attractive packaging can help products stand out on a busy shelf.

Shelf Life and Stock Rotation

As with any retail product, wholesalers and retailers should pay attention to best-before dates and storage requirements.

Good stock rotation helps retailers manage their inventory effectively and ensures products are presented to customers appropriately.

How Can Pet Shops Merchandise Natural Dog Treats?

Natural treats don't necessarily need to be displayed as one large category.

Retailers can divide their range into smaller sections to make it easier for customers to find what they're looking for.

For example:

• Natural Dog Treats
• Training Treats
• Natural Dog Chews
• Fish Treats
• Single-Protein Treats
• Puppy Treats
• Premium Treats

Creating clear categories can also make it easier for staff to recommend products based on what a customer is looking for.

Another option is to merchandise treats alongside complementary products. For example, training treats could be displayed near training leads or toys, while natural chews could be positioned alongside other enrichment products.

Why Is a Strong Natural Treat Range Important for Retailers?

For independent pet shops, having a well-selected range of natural treats can help create a point of difference.

Rather than offering customers a small selection of similar products, retailers can provide a range covering different proteins, textures, sizes and price points.

This gives customers more choice and creates opportunities to introduce them to products they may not have considered before.

The Growing Opportunity for Natural Dog Treats

Natural dog treats are now an important part of the wider pet treats market. With customers taking a closer interest in ingredients and looking for greater variety, the category offers plenty of opportunities for both retailers and wholesalers.

From simple single-ingredient treats and air-dried products to training rewards and natural chews, there are plenty of ways to build a selection that appeals to different types of dog owners.

For retailers, the key is creating a balanced range that offers variety while keeping products clear, accessible and easy for customers to understand.

Looking to Stock Natural Dog Treats?

Whether you're an independent pet shop, online retailer, groomer or other pet business, having access to a varied wholesale selection can make building your natural dog treat range much easier.

At Riverside we offer a range of wholesale pet treats designed to give retailers plenty of choice across different products, flavours and formats.

Browse our natural dog treat range or get in touch with our Sales Team to discuss your requirements.

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Many pet treats contain collagen because it’s great for joint health, skin and coat support, and overall mobility—especially in dogs that are older or active. Collagen is often included in treats as hydrolyzed collagen, gelatin, or specific collagen peptides, and can come from sources like beef, chicken, or fish.

Here’s an overview of types of collagen-containing pet treats and what to look for:

🦴 Common Types of Collagen Treats for Pets

These are among the most common collagen treats and often include other joint-support ingredients like glucosamine and chondroitin.

• Soft chews or tablets formulated to promote joint cartilage health
• Collagen may be listed as hydrolyzed collagen or collagen peptides

Good for: Dogs with stiffness, older pets, active working breeds

Some dental chews use collagen or gelatin to add texture and benefit oral health.

• Chews that help remove plaque/tartar
• Collagen can act as a protein boost and help the chew hold its shape

Good for: Daily chew treat + oral hygiene support

These are simpler treats that naturally contain collagen without added supplements:

• Beef or pork tendons
• Chicken or turkey necks
• Beef trachea
• Pig ears

These parts are rich in natural collagen and connective tissue.

Good for: Pets that do well with single-ingredient, low-additive treats

Freeze-dried treats often preserve collagen content very well.

• Can be made from chicken feet, fish skin, or other high-collagen parts
• Often labelled “collagen-rich” or “joint support”

Good for: High-value training treats

🐶 How to Pick a Good Collagen Treat

• ✔️ Named source of collagen (e.g., chicken, beef, fish)
• ✔️ Hydrolyzed collagen/peptides for easier absorption
• ✔️ Joint support formulas often include beneficial combos
• ✔️ Age-appropriate for your pet

💡 Avoid treats with too many fillers, artificial colours, or unnecessary additives.

🐕 Specific Examples of Collagen Treats

Here are typical categories you’ll see:

• Joint support chews with collagen + glucosamine
• Freeze-dried collagen snacks (fish or poultry)
• Natural collagen chews (e.g., beef trachea, chicken feet)
• Collagen supplement bites for skin & coat

We sell a range of dog treats that include collagen.  Look out for ‘Collagen Rich’ tabs on our products or call the office on (01270) 759804 for advice.  

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Independent pet shops often feel the pressure of competing with large retail chains and online giants. With lower pricing power and bigger marketing budgets on the other side, it can seem like an uphill battle.

But here’s the reality: independent shops have unique advantages that big chains simply can’t replicate—and when used properly, they can not only compete, but thrive.

 

💡 1. Win on Expertise, Not Price

Big chains compete on price. Independent shops win on knowledge and trust.

Customers walking into a local pet shop are often looking for:

• Advice on the best treats for their dog’s needs
• Help with allergies or sensitivities
• Recommendations they can trust

How to use this:

• Train staff to understand ingredients and product benefits
• Recommend specific solutions (e.g., calming treats, dental chews)
• Share feeding guidance and treat usage tips

👉 When customers trust your advice, they’re far less price-sensitive.

🛍️ 2. Don’t Compete on Range

Large chains stock everything. Independent shops should stock the right things.

Instead of trying to match range, focus on:

• High-quality, natural, or premium treats
• Unique or hard-to-find products
• Reliable best-sellers with proven demand

Why it works:

A thought out selection reduces overwhelm and positions your shop as a specialist, not a generalist.

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We all love spoiling our dogs with treats. Those puppy eyes are hard to resist, and giving them a snack feels like a way to show love. But just like with people, too much of a good thing can cause problems. Overfeeding treats may lead to weight gain, upset stomachs, and long-term health issues. So, how do you know what’s “too many”?

 

Why not share these tips with your customers:-

Many of those extra pounds come from well-meaning owners who overdo the treats. Obesity in dogs can lead to joint pain, diabetes, heart disease, and even shorten their lifespan.

Treats should be used as rewards or training tools, not as a replacement for a balanced diet.

The 10% Rule:

A simple guideline most veterinarians recommend is the 10% rule: treats should make up no more than 10% of your dog’s daily calories.

Here’s a rough idea:

• Small dogs (around 10 lbs): 30–40 treat calories daily
• Medium dogs (around 30 lbs): 75–100 treat calories
• Large dogs (70 lbs+): 150+ treat calories

👉 Keep in mind that calorie counts vary widely between different types of treats. Always check the packaging or check our website for nutritional information.

What Affects Treat Limits?

Every dog is unique, so the right amount of treats depends on factors like:

• Size & breed – Small breeds need fewer calories than larger ones.
• Activity level – Working dogs and very active pups can handle a few extra calories.
• Age – Older dogs burn fewer calories and may need lighter portions.
• Type of treat – A crunchy biscuit and a freeze-dried liver piece don’t have the same calorie impact.

Smart Ways to Treat Your Dog:

• Break treats into smaller pieces so rewards last longer without the calorie overload.
• Choose low-calorie options, such as natural or single-ingredient treats.
• Use treats for training instead of random snacking.
• Balance meals – If your dog had extra snacks, consider slightly reducing dinner portions.

When to Ask Your Vet:

If your dog has special dietary needs, health conditions (like diabetes or allergies), or you’re unsure about the right calorie range, your vet is the best source of guidance.

Treats should bring joy, not health problems. By following the 10% rule and choosing high-quality, portion-friendly treats, you’ll keep your dog happy, healthy, and full of tail wags.

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As a pet treats wholesaler, sharing clear, practical advice about storing treats during hot weather—both in retail shops and at home—shows we care about product quality and pet well-being.

🏪 In the Shop: Protect Treat Quality:

Help keep treats safe, appealing, and shelf-stable:

• Store in a cool, dry area: Ideal temp is below 25°C (77°F). Avoid unventilated stockrooms, windowsills, or areas exposed to direct sun.
• Avoid displays near heat: Don’t place treats near heaters, windows, or doorways with strong sunlight.
• Use rotation (FIFO): Encourage “First In, First Out” to reduce spoilage in warmer months.
• Check packaging: Look for puffiness, oil separation, or odd smells—signs the treats may have been heat-affected.

🏡 At Home: Keep Treats Fresh & Safe:

Share these quick tips with your customers:

• Keep treats out of hot cupboards (especially near ovens, appliances, or windows).
• Store in original packaging or reseal tightly in airtight containers.
• Refrigerate or freeze soft, natural, or homemade treats (if packaging allows).
• Avoid leaving treats in cars—even a short time can cause spoilage or melting.

🐶 Why It Matters

Heat can shorten the shelf life of pet treats and compromise taste, texture, and safety—especially for natural, grain-free, or meat-based products. By storing them properly, you're protecting pets and preserving product quality.

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