This article by Stephane Boghossian originally appeared on PetAge.com on October 27, 2025.
The pet industry continues to evolve at a rapid pace, with consumer expectations driving innovation across food, treats, and supplements. One of the most notable shifts in recent years is the growth of the functional chew segment – a format that blends the palatability of a treat with the targeted benefits of a supplement.
Functional chews are gaining traction as a preferred option for pet parents seeking proactive wellness support. Much like gummy vitamins have transformed human health routines, functional chews resonate because they are convenient, enjoyable for pets, and tailored to specific needs. For brands, the opportunity is substantial, but long-term success depends less on novelty and more on purposeful innovation: using science-backed ingredients, effective dosing, and formulations designed to meet the unique needs of pets.
Market Drivers
Several consumer trends have converged to create a dynamic environment for functional chews. A primary driver is the rise of proactive wellness. Pet parents increasingly seek ways to support health before problems arise, whether that means maintaining joint health in breeds prone to mobility challenges, supporting digestive balance in younger pets, or bolstering immune function. Functional chews provide early benefits in a convenient, treat-like format that integrates seamlessly into daily routines, reflecting a broader shift toward preventive care in both human and animal health.
Functional chews also provide a practical entry point to personalized nutrition. While fully customized diets remain inaccessible to many pet owners, chews allow for targeted support without major dietary changes. Formulations that address mobility, behavior, digestive health, skin and coat, or immune function give pet parents options that feel tailored to their animals’ needs. Multifunctional chews, which deliver multiple benefits in a single format, have grown especially popular, blending convenience with a sense of individualized care.
Human wellness trends also continue to inspire product development in the functional chew space, reflecting the ongoing movement toward humanization in pet care. Ingredients familiar from human supplements – such as probiotics, Omega-3 fatty acids, collagen and antioxidants – serve as inspiration for pet-focused formulations. By translating these trends responsibly, brands can design products that resonate with owners’ wellness expectations while remaining safe and effective for animals.
Considerations for Brands
As the functional chew category continues to grow, brands entering or expanding in this space must prioritize several key considerations. Chief among these is ingredient integrity: compounds should be safe, palatable, and properly dosed for pets. While human wellness trends can offer inspiration, formulations must be rooted in animal health science and specifically tailored for dogs. PetAg’s Dyne Chews embody this philosophy, combining high-quality, proven human-inspired ingredients with dosages formulated to support disposition, mobility, digestion, and skin and coat health.
Importantly, functional chews should be positioned as wellness-supporting tools that complement a balanced diet and overall care routine, rather than standalone treatments. By emphasizing preventive and supportive benefits, brands can highlight how chews fit seamlessly into a pet’s daily wellness regimen, helping pet parents provide holistic care. This approach underscores the value of rigorous formulation, transparency, and results-oriented design. Functional chews that emphasize efficacy over novelty not only deliver meaningful benefits to pets but also foster trust and credibility with pet parents, veterinarians, and retailers alike.
Transparency in labeling further differentiates products. Clear, concise explanations of each ingredient’s purpose and benefits help consumers make informed decisions and avoid confusion. Additionally, avoiding vague terminology or proprietary blends enhances credibility, signaling that the brand prioritizes both safety and education.
Finally, a trusted legacy or demonstrated expertise in animal nutrition can reinforce a brand’s authority. Companies with experience, veterinary partnerships, or relationships with breeders and rescues signal reliability and differentiate themselves in a crowded market. Brands that combine credibility, clinical rigor, and transparent communication are more likely to earn long-term loyalty from both retailers and pet parents.
Opportunities for the Industry
Functional chews offer more than convenience – they are reshaping how pet parents think about wellness and how brands can build meaningful consumer relationships. By bridging the worlds of food, treats, and supplements, chews provide flexible merchandising opportunities. Retailers can display them alongside treats to encourage impulse purchases or with supplements to reinforce a daily wellness routine, creating multiple touchpoints for engagement. This dual positioning highlights the unique value of functional chews: they are enjoyable, yet purpose-driven, and they integrate easily into daily habits.
For brands, the most significant opportunity lies in efficacy-driven loyalty. Chews that deliver visible, tangible results – such as improved mobility, a calmer temperament, or a shinier coat – become ingrained in a pet’s daily routine. When pet parents observe these benefits, they are more likely to repurchase and explore additional wellness solutions within the same brand portfolio. In this way, functional chews can serve as an entry point for deeper engagement with a brand’s broader suite of products. PetAg’s Dyne Chews demonstrate this principle in action, combining proven ingredients with dosages designed to deliver observable benefits while fitting naturally into daily care routines.
Purposeful innovation will be a defining driver of the segment’s growth, with the most impactful advances grounded in science. Beyond novelty, the future lies in evidence-based formulations, functional nutrition principles, and efficacious dosing that deliver measurable health benefits. Emerging areas such as microbiome support, recovery-focused formulas, personalized nutrition, and preventive wellness signal where the category is headed and differentiate brands investing in long-term innovation.
Looking Ahead
Functional chews are more than a trend; they reflect the convergence of long-term consumer expectations. Pet parents want solutions that are proactive, personalized, and science-backed, yet convenient and enjoyable for their pets. Chews that incorporate familiar, human-inspired ingredients while adhering to species-specific nutritional science are well-positioned to meet these demands.
The industry has both opportunity and responsibility. Pet parents increasingly expect products they can trust, and meeting that expectation requires transparency, integrity, and education. Functional chews that are carefully formulated, clearly labeled, and guided by scientific principles can satisfy consumer demand while elevating the category overall. By combining efficacy-driven formulation, transparent communication, and forward-looking functional trends, brands can build lasting trust with pet parents and retailers alike.
Ultimately, functional chews offer a platform for brands to engage meaningfully with consumers, deliver real wellness benefits, and differentiate themselves in a growing and competitive market. Purposeful innovation, results-focused formulation, and forward-looking research will define the next chapter of the functional chew category, shaping expectations for pet wellness and consumer trust for years to come. PetAg’s Dyne Chews illustrate how legacy expertise and modern supplement innovation can elevate the category, demonstrating that functional chews can successfully bridge enjoyment, wellness, and scientific credibility.
As the segment matures, functional chews have the potential to redefine daily pet care, supporting holistic wellness routines while reinforcing the importance of science-backed innovation in the pet industry. Brands that prioritize efficacy, transparency, and purposeful innovation will not only thrive in the market but also set the standard for the future of functional pet nutrition.
