The global pet food industry is projected to grow from $128 billion in 2024 to $185 billion by 2030, driven largely by premiumization and digital transformation, according to a white paper Ask Mona just released.
The report examines how pet food brands can use QR codes combined with conversational artificial intelligence to create interactive packaging experiences that address the increasing complexity of pet nutrition information and consumer expectations for personalized service.
While 30% of pet food brands have adopted QR codes on at least one product, most direct consumers to static websites rather than interactive tools, the analysis found. The study reviewed 36 major pet food brands in the French market and found only five have deployed AI-powered chat agents, with three relying on human chat support.
"The future of pet food branding lies in closing this gap through Conversational AI," noted the white paper. "By transforming the physical package into an always-on, intelligent concierge, brands can offer veterinary-grade guidance at the shelf, personalized nutrition coaching in the home, and loyalty integration at scale."
Increased personalization through tech
QR code technology allows consumers to scan packaging and immediately access personalized feeding recommendations, ingredient explanations and product comparisons through voice or text interfaces. The system can calculate precise portions based on individual pet characteristics and provide veterinary-grade nutritional guidance at the point of purchase or in-home.
"By transforming the physical package into an always-on, intelligent concierge, brands can offer veterinary-grade guidance at the shelf, personalized nutrition coaching in the home, and loyalty integration at scale," the report noted.
The European pet food industry generated €29.3 billion in 2023, a 9% increase over 2021, with growth driven by value expansion rather than volume increases. Some 49% of European households own pets, and 59% of pet owners globally now identify as "pet parents" rather than "owners," reflecting increased anthropomorphism and willingness to invest in premium nutrition.
Key points of contact
The white paper identifies four key points of contact: pre-purchase aisle assistance to reduce choice paralysis, real-time promotional offers, post-purchase feeding coaching to ensure correct portions, and loyalty program integration for direct consumer relationship building.
Privacy-focused "private AI agents" use retrieval-augmented generation architecture that limits responses to brand-provided documentation, reducing the risk of AI "hallucinations" that could provide dangerous misinformation, noted Ask Mona. The systems can operate in multiple languages automatically and require no app downloads, lowering barriers to consumer adoption.
As Mona note that the European Union's Digital Product Passport requirements under the Packaging and Packaging Waste Regulation are expected to eventually mandate digital access to recyclability, carbon footprint and sourcing data, making connected packaging infrastructure a compliance necessity beyond its marketing applications.
geralt | Pixabay.comThe Renaissance of the QR code
Once dismissed as a bridge-technology, the QR code has become the standard for physical-to-digital connection, driven by native camera integration in smartphones and pandemic-induced behavioral changes, noted Ask Mona.
Ubiquity: 30% of pet food brands use on-pack QR codes on at least one reference.
Usage: 57% of global consumers have scanned a food QR code specifically to access product information. In the U.S. alone, scan volume jumped from 70 million in 2020 to 89 million in 2022.
In-store behavior: The smartphone is now a shopping assistant. 87% of shoppers use their phones in-store, with 72% using them to compare prices or research products at the shelf.
geralt | Pixabay.com
geralt | Pixabay.com
