Unicharm Corporation has announced that Delectables, a wet cat treat brand developed and marketed by its U.S. subsidiary, The Hartz Mountain Corporation, has been recognized as the world’s No. 1 wet cat treat brand by retail value sales in 2025. Euromonitor International conducted the custom research between December 2025 and February 2026. Unicharm made the announcement ahead of International Cat Day on 8 August.
Unicharm has also introduced the current status and latest initiatives of its pet care business, which aims to enhance the lives of pets and their owners worldwide.
The recognition comes as wet cat treats gain a larger role in the U.S. cat treat market. Euromonitor estimates that wet cat treats now account for about 45 percent of overall cat treat sales. The broader U.S. cat treat market is projected to increase from approximately US$1.1 billion to US$1.6 billion by 2030. The U.S. also has approximately 49 million cat-owning households, with multi-cat households increasing. Millennials represent the largest share of cat owners, while Gen Z is the fastest-growing demographic.
Strategic Acceleration
Unicharm operates its pet care division with the dual pillars of petfood and pet toiletries. For Unicharm, this recognition forms part of a broader expansion of its pet care business. Pet care net sales reached JP¥156.1 billion in fiscal 2025, a five percent increase year on year. Under its 13th Mid-Term Management Plan, launched in 2026, the pet care business has been positioned as a ‘growth driver’. The company has also entered India and announced the acquisition of Brazilian petfood manufacturer Nutrire as part of its international expansion strategy.
Delectables has also expanded beyond its established U.S. and Canadian markets into Australia and Mexico. Unicharm said this international expansion has contributed to the brand’s development into a global wet cat treat business.
Hartz introduced Delectables in 2016. The brand has since built its portfolio around a versatile and highly palatable product lineup designed to combine treats with interaction between cats and their owners. Its range includes Lickable™ Treat, Squeeze Up® and Lickable Spoon™ formats. The portfolio covers six textures, formulations for kittens, adult cats and senior cats, as well as non-seafood and catnip-infused options.