Sales-wise, the impulse to give treats to pets is the gravy of the pet food market. According to Simmons National Consumer Survey data from Experian Marketing Services, 79% of dog owners and 47% of cat owners buy pet treats. Among U.S. households overall (total households, not just pet-owning households), 38% buy dog or cat treats—for perspective, that’s about the same percentage as those that buy crackers.