The study – which gathered insights from 1,693 shoppers in the UK, France, Germany and Italy – set out to understand the priorities and purchasing decisions of pet owners.
Respondents rated health benefits and trust in the brand as the most important purchasing factors. 20% of pet owners said they had bought healthier products for their cats in the last 12 months, and more than 1 in 5 pet owners purchase nutritional supplements.
76% of pet owners agree that product sustainability influences their purchase decisions. The findings also reveal many of these consumers look to a product’s packaging to help them differentiate between more sustainable and less sustainable options. Emphasising this point, 69% of consumers agree that the sustainability of the packaging is an important factor.
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’.
The results also highlight that only 15% of consumers are not impacted at all by packaging claims.
For pet food brands, Amcor said the findings affirm the move to larger, more sustainable packaging, such as Amcor’s recycle-ready Single Lip Bag.
Madalina Mitru, marketing manager at Amcor, said, “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.”
