The research – conducted by packaging company Amcor – looked at the shopping habits of 1,693 shoppers in the UK, France, Germany and Italy.
Sustainability was ranked in priority behind the product’s health benefits for pets and overall trust in the brand itself.
The findings also revealed that 69% of consumers see the sustainability of the packaging itself as an important factor – not just the product it contains.
The study showed that claims around recyclability claims have the highest resonance with consumers, followed by “less plastic” and “less packaging” in order of preference.
The results also highlighted that only 15% of consumers are not impacted at all by packaging claims which Amcor said underscores the value that pet owners place on packaging.
Finally, the research showed that – despite current cost-of-living pressures – 32% of consumers have not changed their budget for pet food, demonstrating their commitment to purchasing high-quality products that contribute to the health of their pet.
Madalina Mitru, marketing manager at Amcor, commented: “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 recently launched what it claims to be the first “recycle-ready” retort pouch on the wet pet food market – the AmLite HeatFlex Recycle-Ready pouch.
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