The study, conducted by Amcor, surveyed 1,693 grocery shoppers who owned a dog or cat across the UK, Germany, France and Italy.
More than three quarters (76%) of pet owners said product sustainability influenced their purchase decisions, while 69% said the sustainability of the packaging was an important factor.
The study also found that recyclability claims resonated best with consumers (55%), followed by ‘less plastic’ and ‘less packaging’ in order of preference. In fact, just 15% of respondents were not impacted at all by packaging claims.
Influential
Madalina Mitru, Amcor 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.”
Clear communication of packaging claims is vital if brands want to build connections with pet owners. In fact, on-pack messaging was ranked as more important that brand identity and reputation.
Another prevailing trend among pet owners was their reluctance to skimp on quality despite financial pressures. While UK consumers still struggle with the cost-of-living crisis, one-in-three respondents (32%) said they had not changed their budget for pet food.
Bigger is better
Instead of switching to less expensive products, consumers are opting to buy larger pet food packs to increase cost-efficiency (17%).
Based on its findings, Amcor argued pet food brands should move to larger, more sustainable packaging that aligned with consumer preference for sustainability and quality.
Outside from packaging, another clear influence of the food consumers buy for their pets are their health benefits and trust in the brand. Cat owners in particular said they bought healthier products in the past 12 months (20%) and one-in-five pet parents purchased nutritional supplements for their pets.
Meanwhile, Food Manufacture explores the latest trends in pet food development and the driving forces behind consumer purchasing decisions when it comes to feeding the furrier members of their families.
