Sep 02, 2026
Dutch pet treat market reveals dual consumer segments driving category evolution beyond impulse purchases.荷兰宠物食品市场揭示了双重消费群体推动品类进化，而不仅仅是冲动购买。
Pet treats now blend functionality, nutrition and emotional bonding in modern pet care.在现代宠物护理中，宠物零食现在融合了功能性、营养和情感联系。
Nicooografie | Pixabay.comNicooografie | Pixabay。com
The pet treat market is undergoing a fundamental shift as functional, wellness-driven products gain momentum alongside traditional reward-based treats, said Gavin Vermeulen, sales executive at Montego Pet Nutrition, and Mathijs Tijssen, sales director at Tijssen Animal Essentials. 蒙特哥宠物营养公司的销售主管Gavin Vermeulen和Tijssen动物必需品公司的销售总监Mathijs Tijssen说，随着功能性、健康驱动型产品与传统的奖励型产品的发展势头增强，宠物食品市场正在发生根本性的转变。
In the Netherlands, steady growth in pet treat sales is driven by pet owners' increasing search for more ways to care for their pets, train them and build bonds with them — with treats evolving from impulse purchases to strategic components of pet wellness routines.在荷兰，宠物零食销量稳步增长的原因是，宠物主人越来越多地寻找更多的方法来照顾他们的宠物，训练它们，并与它们建立联系——零食从冲动购买演变为宠物健康日常的战略组成部分。
A key driver behind this growth is the shift toward high-quality and functional treats that offer more benefits than just essential nutrients. Dutch consumers increasingly want natural products without grains and with limited ingredients that address specific health concerns.这种增长背后的一个关键驱动因素是向高质量和功能性零食的转变，这些零食不仅提供必需的营养物质，还提供更多的好处。荷兰消费者越来越想要不含谷物、成分有限的天然产品，以解决特定的健康问题。
This trend has given rise to what Vermeulen and Tijssen called the "remedy seeker" — the pet owner who views treats as part of their pet's wellness routine.这一趋势催生了Vermeulen和Tijssen所说的“寻求治疗者”——宠物主人将治疗视为宠物健康常规的一部分。
"We saw a distinct and rapidly growing segment of shoppers who were scrutinizing ingredient panels and actively looking for treats that solve a problem, be it dental health, joint support or allergies," Vermeulen said. "They apply the same wellness criteria to their pets as they do to themselves."Vermeulen说：“我们发现，越来越多的消费者会仔细查看配料表，并积极寻找能够解决问题的零食，无论是牙齿健康、关节支撑还是过敏问题。”“他们对宠物的健康标准和对自己的健康标准是一样的。”
The identification of this segment wasn't based on a single report but emerged from a synthesis of quantitative market data, in-store sales analysis and qualitative consumer trends, Vermeulen said.Vermeulen表示，对这一细分市场的界定并非基于一份报告，而是综合了定量市场数据、店内销售分析和定性消费者趋势。
"The 'remedy seeker' emerged from the overarching trend of pet humanization," he explained. "This segment is less price-sensitive and more brand-loyal when they find a product that delivers visible results, making it a high-value growth engine."他解释说：“‘寻求补救者’出现在宠物人性化的总体趋势中。”“这部分人对价格不那么敏感，当他们发现一款能带来明显效果的产品时，他们会更忠于品牌，从而成为高价值的增长引擎。”
Vermeulen said manufacturers who ignore this segment risk losing relevance and market share in a category where trust and transparency are becoming increasingly important.Vermeulen表示，在信任和透明度变得越来越重要的领域，忽视这一细分市场的制造商可能会失去相关性和市场份额。
At the same time, the "daily rewarder" remains the core of the sector. These regular customers consistently purchase treats to build bonds, reward and provide daily enjoyment. They value variety, flavor and affordability, and their repeat purchases drive sustained volume and category growth.与此同时，“每日奖励”仍然是该行业的核心。这些常客不断购买零食来建立联系，奖励和提供日常享受。他们重视多样性、口味和可负担性，他们的重复购买推动了持续的数量和品类增长。
"The 'daily rewarder' represents the traditional, high-volume base of the market," Tijssen said. "Our sales data shows their purchasing is driven by frequency, flavor variety and the emotional aspect of bonding. They are the consistent, loyal buyers who sustain the category."Tijssen说：“‘每日奖励’代表了传统的高交易量市场基础。”“我们的销售数据显示，他们的购买受到频率、口味多样性和情感方面的影响。他们是始终如一的忠实买家，是他们支撑着这个品类。”
The daily ritual of giving a treat is deeply ingrained in the pet-owner relationship, and this segment will remain the backbone of the category in terms of volume and purchase frequency, Tijssen said. A one-sided focus on functional products can miss this substantial market opportunity. True success comes from recognizing that these two buyer groups are not mutually exclusive but coexist and often overlap, he noted.Tijssen说，每天给宠物喂食的仪式在宠物主人的关系中根深蒂固，从数量和购买频率来看，这一细分市场仍将是这一类别的支柱。片面地关注功能性产品可能会错过这个巨大的市场机会。他指出，真正的成功来自于认识到这两个买家群体不是相互排斥的，而是共存的，而且经常重叠。
Looking ahead at the next three to five years across European markets, industry experts don't see one segment replacing the other, but rather a significant shift in balance. "We project that the 'remedy seeker' segment will drive the most substantial value growth," Tijssen noted. "This is fueled by enduring trends: owners are more educated about pet health than ever, and as pets live longer, demand for solutions to age-related issues will only increase."展望未来3到5年的欧洲市场，业内专家认为，这并不是一个细分市场取代另一个细分市场，而是一种平衡的重大转变。Tijssen指出：“我们预计，‘寻求补救者’细分市场将推动最实质性的价值增长。”“这是由持久的趋势推动的：主人比以往任何时候都更了解宠物的健康，随着宠物寿命的延长，对解决与年龄相关问题的需求只会增加。”
However, the key isn't to choose between these segments but to recognize their coexistence. Vermeulen noted, "The balance will shift toward a more valuable, function-driven market, but this will be built upon the high-volume foundation of the everyday treat."然而，关键不在于在这些部分之间做出选择，而在于认识到它们的共存。Vermeulen指出：“平衡将转向更有价值的、功能驱动的市场，但这将建立在日常消费的高产量基础上。”