Best Dog Treats in Europe: A Guide for Informed Pet Owners
Treats are one of the most enjoyable parts of dog ownership — for dogs and their owners alike. Used well, they are a powerful tool for training, bonding, and rewarding good behaviour. Used carelessly, they can contribute to weight gain, nutritional imbalance, and poor dental health. The European market for dog treats has grown enormously in recent years, with hundreds of products available across online retailers and high-street pet shops. Understanding how to evaluate what you are buying will help you make choices that are genuinely good for your dog.
EU Regulations on Dog Treats
Dog treats sold within the European Union fall under the same regulatory framework as complete pet foods. Regulation (EC) No 767/2009 governs all pet food and treats placed on the EU market, setting out requirements for labelling, composition, and the claims manufacturers can make about their products.
Under EC 767/2009, every dog treat sold in the EU must clearly state:
- Whether it is a complementary feed (which most treats are — they are not designed to be nutritionally complete)
- A full list of ingredients in descending order of weight
- Analytical constituents including crude protein, crude fat, crude fibre, and moisture
- Any nutritional additives present
- The net weight, a best-before date, and contact details for the manufacturer or EU distributor
Most treats are classified as complementary feeds, meaning they should not make up more than a small proportion of your dog's total daily calorie intake. A commonly cited guideline is the 10 per cent rule: treats should not exceed 10 per cent of your dog's daily caloric requirement. This is particularly important for dogs prone to weight gain.
Single-Ingredient Treats
Single-ingredient treats are exactly what the name suggests: products made from one ingredient only, typically a dried or freeze-dried animal protein. Examples include dried chicken strips, beef jerky, lamb lung puffs, duck fillets, and fish skin chews. Their appeal lies in their simplicity — no artificial additives, no mystery ingredients, just a clearly identifiable food source.
Single-ingredient treats are an excellent option for dogs with food sensitivities, as they make it easy to identify and control which proteins your dog is consuming. They also tend to be highly palatable, making them effective for training. When purchasing, look for products that clearly state the country of origin and are produced in facilities that meet EU food safety standards.
On Zooplus, brands such as Icelandic+ (fish-based treats), Wolfsblut, and various private-label natural treat ranges offer well-regarded single-ingredient options that are popular with European dog owners. Always check the ingredient list even on single-ingredient claims — some products include salt or preservatives that are not immediately obvious from the front-of-pack marketing.
Complex Treats and Biscuits
Complex treats include a wide range of products: baked biscuits, meat rolls, semi-moist treats, and combination snacks. These often contain a mixture of animal proteins, grains, vegetables, and flavourings. They can be perfectly fine for healthy dogs, but the quality varies considerably between brands and product lines.
When evaluating complex treats, apply the same principles you would to any dog food: look for a named protein source near the top of the ingredient list, avoid products with excessive sugar (sometimes listed as fructose, dextrose, or sucrose), and be cautious of vague ingredient terms such as "meat and animal derivatives" without further specification of the species.
Popular complex treat ranges available in Europe and stocked on Zooplus include the Zooplus own-brand Happy Dog and Josera snack lines, as well as established brands such as Rinti and Vitakraft, which are particularly well-known in German-speaking markets.
Training Treats
Training treats need to meet a different set of requirements from everyday rewards. The ideal training treat is:
- Small — no larger than a pea, so it can be delivered quickly without interrupting the flow of a training session
- Highly palatable — something your dog finds genuinely motivating
- Soft — so it can be consumed quickly without your dog needing to stop and chew
- Low in calories — to allow for the high frequency of treats used in positive reinforcement training without exceeding your dog's daily calorie allowance
Many European brands now produce purpose-designed training treat lines. Zooplus stocks options such as Purina Total Care training treats, Trixie soft snacks, and various freeze-dried meat crumbles that break apart easily into smaller pieces. For dogs in intensive training programmes, some owners use portions of their dog's daily kibble allowance as training rewards, removing them from the dog's meal to maintain caloric balance.
Dental Chews
Dental chews serve a dual purpose: they provide enrichment and chewing satisfaction while mechanically reducing plaque and tartar build-up through the abrasive action of chewing. Poor dental health is one of the most common issues in adult dogs across Europe, and dental chews can play a useful role in a broader oral hygiene routine alongside tooth brushing.
When choosing dental chews, look for products that carry the Veterinary Oral Health Council (VOHC) seal, which indicates they have been independently tested and shown to reduce plaque or tartar. Popular dental chew brands available through Zooplus and European retailers include Pedigree Dentastix, Whimzees (a vegetable-based option), and Beaphar dental sticks.
Be mindful of the calorie content of dental chews — some are surprisingly high in calories, particularly larger sizes. Factor these into your dog's daily calorie budget, and choose the size appropriate for your dog's weight.
Calorie Considerations and How to Treat Responsibly
Overfeeding treats is one of the leading contributors to canine obesity in Europe, a growing welfare concern that affects millions of dogs. Treats should complement a complete and balanced main diet, not replace it or push your dog into caloric surplus.
Practical steps for responsible treat-giving include:
- Calculating your dog's total daily calorie requirement and deducting treat calories from their main meal accordingly
- Breaking larger treats into smaller pieces to extend their use in training without multiplying calories
- Choosing lower-calorie treat options such as carrot sticks, green beans, or apple slices (without seeds) as occasional alternatives
- Storing treats securely so that children or other family members do not inadvertently over-treat the dog
Buying through a retailer such as Zooplus makes it easy to compare the caloric content and ingredient quality of different treats side by side, helping you find options that suit both your dog's preferences and their nutritional needs. With a little attention to labels and portion sizes, treats can remain a healthy and enjoyable part of your dog's daily life.