Amcor, a global packaging solutions company, has released research showing that packaging sustainability significantly influences European pet owners' pet food purchasing decisions.
The study surveyed 1,693 pet food shoppers across the UK, France, Germany and Italy to understand their priorities and purchasing habits. The findings indicate that while pet health and trust in the brand remain top considerations, sustainability in packaging is an increasingly important factor for consumers. The study revealed 69% of European pet owners said the sustainability of packaging is a key factor when selecting pet food.
According to the study, 20% of pet owners reported purchasing healthier food for their cats in the past year, and over one in five now buy nutritional supplements for their pets.
"The insights from the research illustrate how influential packaging is for pet food brands," said Madalina Mitru, marketing manager at Amcor. "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 has introduced innovations in pet food packaging, including the AmLite HeatFlex Recycle-Ready pouch for wet pet food and the AmPrima portfolio for dry food. According to the company, these products aim to combine sustainability with effective product protection, reflecting evolving consumer preferences.
Mitru added, "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."
Other takeaways from Amcor's study include:
Sustainability influences purchasing decisions
- 76% of pet owners consider product sustainability when choosing pet food.
- 69% value sustainable packaging as an important factor.
Recyclability claims resonate most
- Consumers trust claims about recyclability, followed by "less plastic" and "less packaging."
- Only 15% are unaffected by packaging claims, highlighting their impact on brand perception.
Clear messaging is vital
- On-pack sustainability claims are more influential than brand identity or reputation.
Shoppers prioritize quality despite costs
- 32% have maintained their pet food budget despite economic pressures.
- Consumers prefer larger, sustainable packaging for cost-efficiency and product quality.
