"From the 8 billion pounds of kitty litter heading to landfills each year to the effects of a pet’s carnivorous diet, pet parents should be aware of the substantial carbon footprint left by pets," proclaims the online article, "10 Simple Steps to Reduce Your Pet’s Carbon Pawprint." Books like Pets and the Planet: A Practical Guide to Sustainable Pet Care, Eco Dog: Healthy Living for Your Pet and Green Dog, Good Dog are widely available to the eco-concious consumer, promising to guide them to the "greenest" petfoods and treats. Petco recently announced its partnership with Greenwala.com, the self-proclaimed online resource empowering consumers to go "green."What does all this mean? According to research conducted by Mintel, both packaging and product concerns are the drivers motivating consumers to buy sustainable, eco-friendly, "green" and fair trade petfood products. Mintel defines "green" claims in categories such as fair trade, all natural, local and reduced carbon footprint for products and ingredients and recyclable, biodegradable and reduced/ minimal for packaging.When asking consumers why they purchased a food making "green" claims, they responded:
67% wanted to create less waste;
65% said they wanted to support brands that are helping the environment;
45% thought such claims denoted that the product was of a higher quality than other products; and
42% said they were concerned about food safety.
Mintel also found consumers age 18-34 were much more likely to be driven to purchase products due to these claims -- calling the bracket of 25-34 year olds the "sweet spot" ...