The study – which gathered insights from 1,693 shoppers in the UK, France, Germany and Italy, found:
- Product sustainability influences 76% of pet owners’ purchase decisions
- 69% of pet food shoppers also agree that the sustainability of the packaging is an important factor
- Recyclability claims are the most trusted among consumers and positively influence 55% of pet food shoppers
The findings also reveal that many of these environmentally-conscious consumers look to a product’s packaging to help them differentiate between more sustainable and less sustainable options.
It found that European pet owners also have a preference when it comes to packaging sustainability claims, and which claims they trust and understand.
The study reveals that recyclability claims resonate best with consumers, followed by ‘less plastic’ and ‘less packaging’ in order of preference.
The results also highlight that only 15% of consumers are not impacted at all by packaging claims, underscoring the value that pet owners place on packaging, and the impact it can have on a brand’s position in the market.
However, despite current cost-of-living pressures, one in three consumers (32%) have not changed their budget for pet food, demonstrating their commitment to purchasing high-quality products that contribute to the health of their pet.
Amcor said instead of switching to less expensive products, pet owners are opting for larger pet food packs to increase cost-efficiency.
Madalina Mitru, marketing manager, Amcor: “The insights from the research illustrate how influential packaging is for pet food brands. Simply put, it directly drives purchasing decisions. By embracing more sustainable packaging solutions, pet food brands can make a stronger connection with their consumers.”
