Amcor, a global leader in responsible packaging solutions, has published new research that reveals the sustainability of packaging is a key factor for European pet owners when deciding which pet food to purchase.
The study – which gathered insights from 1,693 shoppers in the UK, France, Germany and Italy – 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 rate 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 for their cats in the last 12 months, and more than 1 in 5 pet owners purchase nutritional supplements for their pets.
Other key takeaways of the report include:
1. Sustainability is a growing priority
Sustainability is a key factor for pet owners when deciding which pet food to purchase. 76% of pet owners agree 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.
2. Recyclability claims are trusted most by pet food shoppers
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.
3. Shoppers are reluctant to compromise on quality and pay a premium to ensure the wellbeing of their pet
Despite current cost-of-living pressures, 1 in 3 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. For pet food brands, these findings affirm the move to larger, more sustainable packaging, such as Amcor’s recycle-ready Single Lip Bag. By offering larger packs, pet food brands can align with consumer preferences as well as maintain shelf life and product quality.
Madalina Mitru, Amcor's Marketing Manager, 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-Readypouch, 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.”
You can learn more about Amcor’s recycle-ready pet food solutions here: www.amcor.com/sustainability/products/amprima/afla/pet-care
