Amcor, a global leader in responsible packaging solutions, launched new European research exploring the buying habits and packaging preferences of wet pet food buyers. All survey respondents (100%) were found to buy wet pet food, while 88% also purchase dry food and 76% buy snacks and treats. Treats were particularly popular among UK respondents, with 85% saying they purchase them, compared with 71% in Italy and 70% in France.

Surveying 2,457 wet pet food buyers across France, Germany, Italy, Poland, Spain and UK, the study highlights the factors influencing their purchases. When buying wet cat food, the most important factors were ingredients and nutritional benefits, price and the perception of quality, followed by size, format and convenience. For wet dog food buyers, practicality was key when it came to packaging. Keeping food fresh ranked as the most important consideration, followed by ease of serving, portioning and opening. Easy storage and mess-free use were also among the top attributes.

The study also explored how these priorities influence perceptions of different wet pet food packaging formats, including aluminium trays, smooth aluminium containers and cans. When assessing each format individually, 60% of respondents said they would definitely or probably purchase a product in a traditional aluminium tray, matching the positive purchase intent reported for cans. The newer smooth aluminium container also performed strongly, with 54% of respondents showing positive purchase intent. This indicates the growth potential for formats that combine the familiar strengths of aluminium, while offering a packaging experience designed around the realities of feeding pets.

Pet owners associated traditional aluminium trays, the smooth aluminium container and cans with different benefits. Traditional aluminium trays were perceived as being easy to open, with 40% associating them with this benefit. They also performed strongly on safety, with 30% seeing traditional aluminium trays and the smooth aluminium container as being safe to open, over double that of cans (12%). The smooth aluminium container was rated highly for modern appeal and ease of emptying, with 52% selecting it as the most modern and appealing format and 42% choosing it as the easiest to empty. A further 38% also selected it as the format that seemed better for the environment. Meanwhile, cans were chosen for storage, with 39% seeing them as being easy to store.

Sarah Neerkorn, market insights manager for Amcor says, “Today’s pet owners expect packaging to do more. Practical considerations such as keeping food fresh and making it easy to open and serve are key, while long-held perceptions of packaging can also shape product choice. Understanding these factors and balancing both functionality and convenience can help brands give customers the best possible choice for their cherished pets.”

From familiar square trays to smooth aluminium containers, Amcor provides complete container and peelable lidding solutions backed by packaging expertise and Field Technical Service support, assisting customers during packaging trial validation.

Pet food brands should also consider evolving regulatory requirements – like PPWR (Packaging and Packaging Waste Regulation) - alongside consumer habits and preferences when making packaging choices.

To learn more about the buying habits and packaging preferences of wet pet food consumers, download Amcor’s infographic here.