What owners really want when buying dog treats

Mar 13, 2026

Dog treats are more than just a reward for good behaviour. For many owners, they are an important part of their dog’s overall health, training routine, and daily enrichment. As awareness grows around canine nutrition, more people are becoming selective about what goes into their dog’s bowl, and that includes dog treats.

To better understand what matters most to dog owners, T Forrest recently conducted an email survey with customers across the UK. The results reveal clear trends: owners overwhelmingly prefer natural, minimally processed treats that support their dog’s health and wellbeing.

In this article, we explore the key findings from the survey and what they reveal about the priorities of today’s dog owners when choosing treats.

In this article:

Why natural dog treats matter to owners
The growing demand for simple, natural ingredients
Why many owners avoid highly processed dog treats
Health benefits owners look for in dog treats
How often dog owners buy treats
The importance of ingredient sourcing
The most popular natural dog treats
What this means for choosing treats for your dog

Why natural dog treats matter to owners

One of the clearest insights from the survey is that natural treats dominate owner preferences.

An overwhelming 98% of dog owners believe natural dog treats are better for dogs in the long term. This reflects a broader shift in how people approach pet care. Many owners now apply the same standards to their dogs’ food as they do to their own.

Natural treats typically contain:

Fewer ingredients
No artificial additives or preservatives
Minimal processing

Because of this, they are often easier for dogs to digest and allow owners to know exactly what they are feeding their pet.

For many owners, natural treats also provide reassurance that they are supporting their dog’s health rather than simply offering empty-calorie snacks.

The growing demand for simple, natural ingredients

Ingredient transparency is now one of the most important factors when choosing dog treats.

According to the survey:

92% of dog owners say natural ingredients are extremely important
93% say natural ingredients influence their purchasing decisions

This shows that ingredient lists matter. Owners want treats made from recognisable foods such as meat, fish, or natural animal parts, rather than long lists of additives or fillers.

Single-ingredient treats are particularly popular because they allow owners to clearly understand what their dog is eating. For example, treats made from 100% meat or natural animal chews provide a simple and transparent option.

For brands and retailers, this trend highlights the importance of clear labelling and straightforward ingredient lists.

Why many owners avoid highly processed dog treats

While natural treats are popular, the survey also revealed strong opinions about what owners do not want to buy.

93% of dog owners say they would avoid highly processed or rawhide dog treats

This result reflects growing concerns about:

Artificial ingredients
Heavy processing methods
Potential choking risks associated with some chew products

Interestingly, when owners were asked to choose their favourite treats, rawhide, processed treats, and biscuits received zero selections.

This suggests that many owners are actively moving away from traditional processed treat options in favour of more natural alternatives.

Health benefits owners look for in dog treats

Dog treats are no longer viewed purely as indulgences. Many owners now see them as a way to support specific aspects of their dog’s health.

The survey revealed several key priorities.

Dental health support

76% of dog owners want treats that help support dental health.

Natural chews can help reduce plaque and tartar by encouraging dogs to chew for longer periods. This chewing action can contribute to better oral hygiene and fresher breath.

Joint health support

55% of owners look for treats that support joint health.

This is especially important for:

Older dogs
Large breeds
Active dogs that put more strain on their joints

Certain natural treats contain nutrients such as collagen, which may help support joint mobility.

Hypoallergenic options

30% of dog owners want hypoallergenic treats.

Dogs with food sensitivities can benefit from limited ingredient treats or novel protein sources that are less likely to trigger allergies.

How often dog owners buy treats

Dog treats are a regular purchase for most owners.

The survey found that 88% of dog owners buy treats at least once per month. For many households, treats are used daily for training, rewards, or enrichment activities.

Because treats are given frequently, owners are increasingly mindful of quality. Choosing healthier, natural options helps ensure dogs can enjoy treats regularly without compromising their diet.