Product sustainability is a key purchase consideration for 76% of pet owners, when deciding what pet food to buy, according to a new study by Amcor.
The study gathered insights from 1,693 shoppers in the UK, France, Germany and Italy, and found that sustainability ranked highly when it came to the items they shopped for.
Some 69% of respondents cited packaging sustainability as a key factor, with recyclability claims also particularly impactful, positively influencing 55% of pet food buyers.
On-pack messaging
According to Amcor, terms such as ‘less plastic’ and ‘less packaging’ resonate strongly with shoppers when it comes to packaging sustainability.
‘To communicate these claims, clear on-pack messaging is vital,’ Amcor noted. ‘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.’
Just 15% of pet owners say that they are not impacted by packaging claims, indicating that said messaging plays an important role.
Purchasing decisions
“The insights from the research illustrate how influential packaging is for pet food brands. Simply put, it directly drives purchasing decisions,” commented Madalina Mitru, marketing manager, Amcor. “By embracing more sustainable packaging solutions, pet food brands can make a stronger connection with their consumers.”
Other findings from the study indicate that pet owners are increasingly prioritising their pet’s health, with 20% of pet owners report having bought healthier products for their cats in the last 12 months, and more than one in five pet owners purchasing nutritional supplements for their pets.
Elsewhere, despite economic pressures, a third (32%) of pet owners have reported no change in their pet food budgets, indicating a willingness to pay for quality products. To balance cost-efficiency and sustainability, many consumers are opting for larger packaging formats.
“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,” Mitru added. Read more here.
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