European pet owners strongly prefer aluminum trays over metal cans for wet pet food, with 60% showing positive purchase intent, citing easier opening, better food portion control, and superior recyclability as key advantages.
- 60% of European pet owners showed positive purchase intent for aluminum trays in wet pet food packaging
- Aluminum trays outperformed metal cans on critical attributes: 40% easier to open (vs. 28% for cans), 30% safer to open (vs. 12%), and 30% easier to remove all food (vs. 24%)
- Consumer priorities include keeping food fresh, ease of serving, recyclability, convenient storage, and mess-free use
- Amcor's Smooth Aluminium Container received strong ratings: 52% found it modern, 42% rated it premium, and 38% viewed it as environmentally better
- Aluminum tray pet food packaging is forecast to grow at 3.4% annually in Europe, Middle East, and Africa through 2030
Aluminum trays outscored metal cans on several functional benefits among European wet pet food buyers, according to consumer research from packaging manufacturer Amcor.
Amcor conducted an online survey in July 2026 of 2,457 pet owners who buy wet pet food in France, Germany, Italy, Poland, Spain and the U.K. Sixty percent of respondents showed positive purchase intent for aluminum trays, and 46% said they currently buy pet food in the format, the company reported.
When evaluating wet pet food packaging, respondents prioritized functional needs, Amcor stated. Attributes pet owners valued included keeping food fresh, ease of serving and portioning, recyclability, ease of storage, mess-free use, ease of opening and a high-quality appearance.
Respondents more often associated aluminum trays than metal cans with several of those attributes:
- Easy to open: 40% for aluminum trays, compared with 28% for cans
- Safe to open: 30% compared with 12%
- Easy to get all the food out: 30% compared with 24%
- Mess-free: 25% compared with 20%
The survey also measured consumer perceptions of Amcor’s Smooth Aluminium Container, a bowl-shaped aluminum container with a wide, peelable lid designed so pets can be fed directly from the package. Among respondents, 52% described the container as modern and appealing, 42% as premium and high-quality, 42% as the easiest format for getting all the food out and 38% as better for the environment.
Amcor said the results suggest aluminum trays are well suited to premium and specialty wet pet food because of their product protection, visual appeal and convenient serving.
Market data cited by Amcor points to continued growth for the format. Euromonitor forecast a compound annual growth rate of 3.4% for aluminum tray pet food packaging volume in Europe, the Middle East and Africa, excluding Russia, from 2025 to 2030.
To see the full infographic from Amcor, click here.
