In the classic movie “The Graduate,” a character has just one word of advice for a young man. “Plastics,” he says. However, “paper” may be the single word for eco-friendly dog and cat food containers.
“The simpler the packaging, the more paper-based, the more it resonated in consumers' minds as this is better for the environment, this is recyclable,” Andrea Binder, thought leader with NielsenIQ, told Petfood Industry.
Consumer demand for sustainable packaging continues to outpace overall growth in the category. According to NielsenIQ data Binder presented at Global Pet Expo’s Pet Summit 2026, sustainable packaging in pet food and treats still exceeds total category performance, with cat food in particular maintaining double-digit gains. At the same time, sustainability claims on packaging have become increasingly complex, with as many as 162 different claims observed on dog food packaging, creating confusion for shoppers.
Against this complex backdrop, paper-based packaging is emerging as a clear and intuitive solution.
Paper pet food packaging conveys sustainability
Consumer’s perception of paper give the material an advantage because recycling remains the top way pet owners define a “green” product, she said. Paper aligns closely with that expectation by offering a familiar material and a clear disposal pathway. Binder noted that consumers can “easily click that together, that this is a material that I know what to do with.”
By contrast, many existing packaging claims lack clarity or actionable guidance.
“The claims on pack can either be very clear to the consumer of what to do with it… or it can be very misleading or confusing,” Binder said.
This confusion can erode trust, particularly as consumers face an overload of sustainability messaging. Paper-based formats may help address that issue by reducing the need for complex claims.
“If sustainability looks right, it feels right to the consumer,” she said.
Innovating with paper is one way sustainability can drive new product development. Binder encouraged companies to view sustainability as part of product development strategy. Packaging shifts, including transitions toward paper, can serve as visible proof points for that innovation.
NielsenIQ data shows that only 3.7% of pet care sales currently carry sustainability certifications, while consumer demand continues to grow. This gap suggests room for brands to differentiate, but also underscores the importance of credible, verifiable claims.
Paper is an easy-to-understand package and that can be central to consumer trust. Paper packaging, while not a universal solution, appears well-positioned to meet many pet food industry needs by combining material familiarity with straightforward sustainability communication.
