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Premiumization, Convenience Drive Innovation in Pet Product Packaging


December 2, 2015

According to “Pet Product Packaging Innovation: Consumer Perspectives,” a brand-new report by market research publisher Packaged Facts, the packaging choices of marketers are one of the most influential trends affecting the future of pet products because packaging is closely linked to consumer satisfaction.

“Like any other consumer packaged goods, the packaging surrounding a product made for pets is the first interaction a consumer has with that product,” said David Sprinkle, Packaged Facts research director. “The packing has to possess the ability to catch the consumer’s eye and provide information on the product in an engaging fashion, as well as be convenient to use and carry, provide suitable protection for the product inside the packaging, and be environmentally friendly to boot.”

Innovations in packaging, such as new types of closures on pet foods or compostable materials, can spur sales of specific pet products and brands. Likewise, strong sales of a particular brand and its associated packaging choices will often spur other marketers to develop a similar style of packaging to keep up with the latest trends within the industry.

This connection is particularly noticeable with premium and superpremium pet foods, where the refresh of a premium brand by a marketer will typically incorporate new packaging as part of the enhancement.

There is also no question that the packaging used for pet products shifts with consumer perceptions and trends, many of them carried over from the food and beverage world. There are number of common issues that continue to arise in pet products, including the closure systems in pet foods and better labeling of pet foods and treats.

Convenience is another important theme as a result of people being busier and more on the go than ever before. This translates into packaging trends like handles on larger pet food containers, single serving portions, and treats and foods designed for use when traveling.

The full report is available at: http://www.packagedfacts.com/redirect.asp?progid=88059&productid=9384675.

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