According to new research, the sustainability of packaging is a key factor for European pet owners when deciding which pet food to purchase.
The research, from Amcor, gathered insights from 1693 shoppers in the UK, France, Germany and Italy. It set out to understand the priorities and purchasing decisions of pet owners. These insights help brands to understand pet owners’ preferences and gain a competitive edge.
Respondents rated the product’s health benefits and trust in the brand as the most important purchasing factors. Pet parents prioritise the health of their pet above all else when selecting pet food products. In fact, 20% of pet owners report having bought healthier products in the last 12 months, and more than one in five pet owners purchase nutritional supplements for their pets.
Sustainability is a key factor for pet owners when deciding which pet food to purchase, with 76% of pet owners agreeing that product sustainability influences their purchase decisions.
The findings also reveal that many of these environmentally conscious consumers look to a product’s packaging to help them differentiate between more sustainable and less sustainable options. Emphasising this point, 69% of consumers agree that the sustainability of the packaging is an important factor.
European pet owners also have a preference when it comes to packaging sustainability claims, and which claims they trust and understand. The study reveals that recyclability claims resonate best with consumers, followed by ‘less plastic’ and ‘less packaging’ in order of preference.
The results also highlight that only 15% of consumers are not impacted at all by packaging claims, underscoring the value that pet owners place on packaging, and the impact it can have on a brand’s position in the market.
To communicate these claims, clear on-pack messaging is vital. In fact, on-pack messaging is ranked as more important than brand identity and reputation, emphasising that trust in a brand can be reinforced with more sustainable, recycle ready packaging.
Despite current cost of living pressures, one in three consumers (32%) have not changed their budget for pet food, demonstrating their commitment to purchasing high quality products that contribute to the health of their pet. Instead of switching to less expensive products, pet owners are opting for larger pet food packs to increase cost efficiency.
Madalina Mitru, marketing manager at Amcor, said: ‘The insights from the research illustrate how influential packaging is for pet food brands. Simply put, it directly drives purchasing decisions. By embracing more sustainable packaging solutions, pet food brands can make a stronger connection with their consumers.
‘Amcor launched the first recycle ready retort pouch available on the wet pet food market – the AmLite HeatFlex Recycle-Ready pouch, and we continue to innovate in dry pet food packaging with our AmPrima portfolio. Offering recycle ready solutions with uncompromised product protection and run speeds, Amcor is committed to developing solutions that align with consumer preferences for both quality and sustainability, helping pet food brands get closer to their sustainability goals and appeal to pet parents.’
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