Pet nutrition experts spot opportunities to diversify Dutch retail space with functional and everyday options

According to Dutch animal wellness specialist brands Montego Pet Nutrition and Tijssen Animal Essentials, the rapidly diversifying pet market aisle in the Netherlands is evolving past an “impulse buy” section that is colorful, convenient, and often overlooked, into a strategic growth engine and a key opportunity for retailers to differentiate themselves. 

Speaking to Nutrition Insight, Gavin Vermeulen, sales executive at Montego Pet Nutrition, and Mathijs Tijssen, sales director for Tijssen Animal Essentials, underscore that the strongest repeat purchases come from functional benefits that “require consistency to work, effectively turning a treat into a daily wellness essentials.”

“We are seeing sustained loyalty in areas like dental care, joint mobility, digestive health, calming support, and allergy management,” they share.

“These aren’t impulse buys; they are solution-oriented purchases. When owners see their dog moving more comfortably or notice better breath and improved digestion, they don’t just buy the product again — they commit to the regimen. It shifts the mindset from occasional spoiling to actively managing a pet’s daily well-being.”

Rise of the remedy seeker

Vermeulen and Tijssen say pet treat sales continue to grow steadily in the Netherlands as pet owners seek more ways to care for, train, and bond with their companions. They add that treats have moved from occasional indulgences to essential elements of modern pet parenting — “blending function, nutrition, and emotional connection.”

This is reflected in new product developments showcased at global trade shows last year, spotlighting “human grade” whole food innovations. These encompass higher-quality animal protein, alongside antioxidant-rich vegetables like carrots and kale, and highly digestible rice and oats.

Beyond indulgence, the pair highlight the rise of the “Remedy Seeker” — a pet owner who views treats as part of a pet’s wellness routine — among pet nutrition shoppers.

“A major driver behind this growth is the shift toward premium and functional treats that deliver benefits beyond basic nutrition. Dutch shoppers increasingly want natural, grain-free, limited-ingredient options that address specific health concerns,” highlight Vermeulen and Tijssen.

“They’re informed, discerning, and willing to pay more for proven health benefits such as joint support, dental care, and digestive health. Retailers who ignore this segment risk losing both credibility and revenue in a market where trust and transparency are becoming the new currency.”

They add that functional treats genuinely improve pet health only when they bridge the gap between nutrition and medication. “The category starts to overpromise when ‘functional’ becomes a buzzword rather than a benefit backed by meaningful formulation.”

“Claims that suggest instant cures for complex conditions or rely on trace amounts of active ingredients purely to justify on-pack messaging, risk eroding consumer trust. Functional treats should provide supplemental support, not position themselves as miracle solutions.”

The “Everyday Rewarder”

Vermeulen and Tijssen note the “Everyday Rewarder” demographic of pet shoppers remains the category’s backbone. These frequent shoppers buy treats regularly for bonding, rewarding, and daily enjoyment. Their priorities are variety, flavor, and affordability, and their repeat purchases sustain foot traffic and grow basket size.

However, they caution that a single-minded focus on functional products risks alienating this loyal base. They underscore that “true success” comes from understanding that these two shopper groups aren’t mutually exclusive but coexist and often overlap.

Balancing both consumer mindsets

The experts share that winning in the treat aisle means building a “complete, balanced offer” that satisfies both mindsets for Remedy Seekers and Everyday Rewarders.

In the case of Remedy Seekers, they suggest prioritizing clear health claims, transparent ingredient lists, and logical grouping by health benefit (dental, digestive, joint, or allergy-friendly). “Make the section easy to navigate and trust-inspiring,” they recommend.

For Everyday Rewarders, they propose a vibrant mix of chews, biscuits, and soft treats in varied flavors and formats. “Use color, merchandizing, and placement to create a sense of discovery and delight.”

They recommend that retailers regularly audit their assortment and aim for a balanced mix of functional and everyday treats, tailored to their customer base. “The goal is not endless choice, but curation. A thoughtful selection that simplifies decision-making and keeps shelves productive.”

“Partnering with suppliers that can deliver both functional and indulgent ranges under one strategy helps streamline operations while strengthening category performance.”

“The clearest sign of under-curation is a lack of diversity in proteins, textures, and functionality,” they emphasize. “When shelves are dominated by generic, grain-heavy biscuits with few options for sensitive stomachs, allergies, or strong chewers, the assortment fails to meet modern pet-owner expectations and misses the clear shift toward premium treats.”

Meanwhile, they caution that over-curation can create decision paralysis. “When shoppers are faced with fifteen near-identical chicken strips offering no clear differentiation, the result is confusion rather than conversion.”

Benchmarking a well-performing treat aisle

Vermeulen and Tijssen say a high-performing aisle “isn’t about endless volume,” but rather about intuitive navigation based on need states. “It should offer a balanced ecosystem.”

They note this generally would include occupational chews for boredom and dental hygiene, high-value rewards for training and bonding, and functional solutions for specific health concerns (e.g., skin and coat, digestion, allergies, etc.).

“The mix should cater to different usage occasions,” they reiterate. “If a customer can easily find a long-lasting chew for a rainy day alongside a functional joint stick for a senior dog, the range is working. It’s about covering the full spectrum of the pet’s lifestyle, not just filling shelves with different flavors of the same biscuit.”

They conclude that the treat aisle is no longer a secondary category. “It’s considered a space where wellness, emotion, and innovation converge. Retailers who recognize this and adopt a ‘something-for-everyone’ approach will capture the full potential of one of pet retail’s fastest-growing segments.”

“Ultimately, the winners will be those who serve every shopper, every need, every time; turning what was once an afterthought into a cornerstone of growth and loyalty.”