Delectables®, the wet cat treat brand known for its lickable, interactive creamy purees and juicy stews, has been officially recognised as the world’s #1 wet cat treat brand by retail value sales in 2025, according to custom research from Euromonitor International conducted between December 2025 and February 2026.
The ranking comes as Delectables expands its global footprint, including its recent successful launch into the Australian market, reinforcing its position as a leader within the fast-growing wet cat treat category.
A category driven by connection
The wet cat treat category is evolving beyond simple feeding into a more interactive, experience-led occasion between pets and their owners.
Australian Senior Brand Manager Louise Berecic says the growth reflects a broader shift in how consumers engage with their pets.
“Cat owners are looking for more meaningful ways to connect with their pets, and treats have become a powerful tool for that interaction,” Louise said. “Delectables aid in creating shared moments that strengthen the bond between cats and their owners.”
She added that the category still holds significant untapped potential in Australia.
“So far, the reaction here has been amazing, and we think there is huge potential to grow the category since amazingly 20% of cat parents in Australia don’t currently treat their cats”
Standing out in a competitive global market
Delectables attributes its global success to product innovation and a focus on texture-led experiences that appeal to cats’ natural preferences. The portfolio includes Delectables Squeeze Up™ and Lickable Treats, designed for different life stages and flavour preferences, including kitten, adult and senior cats, as well as non-seafood and catnip varieties.
Louise says “We’ve always focused on making treat time more engaging. Our products are designed to be interactive, which not only excites cats but also encourages owners to be part of the moment. That shared experience is what sets Delectables apart.”
Director of Marketing at Delectables in the US, Jack Jensen also noted that the brand’s success is closely tied to its ability to innovate within a rapidly expanding global category.
He expressed that this number one global ranking reflects Delectables’ ongoing commitment to outstanding product quality and innovation. “While we’re proud of what the brand has achieved in just 10 years, we see this as the beginning of unlocking even greater potential as we continue to delight cats and their pet parents around the world.”
Expansion and availability in Australia
Following its global success, Delectables is continuing to expand its footprint in Australia, where products are currently available through Woolworths stores nationwide, supported by a multi-channel launch campaign.
As the brand continues to scale, its focus remains on deepening the connection between cats and their owners.
For more information, visit: www.delectablescattreats.com/en-au/
