Pet food packaging feeds needs of pets and owners

According to a report from the American Pet Products Association regarding industry statistics and trends, Americans are pampering their pets by purchasing items for them that go well beyond the bare necessities. Pets now receive gourmet and organic food options with special consideration for allergies, dietary restrictions or a special healthy diet. Today’s animal companions are offered a variety of products featuring the same healthy trends and ingredients currently finding their way into human food, and pet food companies want their packaging to reflect this new awareness for health, pet pampering and the environment, as well as a focus on consumer convenience. 

Pet food packages strive not only to emphasize the beneficial ingredients in the food but also the quality of those ingredients. Blackwood Pet Food’s full line of super-premium cat foods recently underwent a redesign by Minneapolis-based design consultancy, Ideas that Kick . The new design features key nutritional information on the front of each bag. This allows consumers to see valuable information at first glance.

“This design concept was first applied to Blackwood’s super-premium dog recipes,” adds Stefan Hartung, Kick creative director. “The combination of photography, key facts and a clear sense of content organization really help the brand stand out on shelves.”

“Soon after we introduced our new package redesign, we began hearing great things from customers old and new. We’ve received so many compliments, which all say the same thing. Blackwood really stands out on store shelves,” says Matt Golladay, Blackwood Pet Food vice president. 

Packages make a difference

Pet owners care about the health of their pets and the health of the planet they inhabit with those pets. As the trend toward sustainable packaging continues, pet food companies are taking care to package foods in more efficient containers that feature less waste and more recycled and recyclable materials. Exopack (www.exopack.com) recently took a Silver Award in Printing Achievement from the Flexible Packaging Association for their Nestlé Purina ONE Cat entry. This package utilizes a single web, surface printed MET PET layer and electron beam coatings to deliver an impactful metalized appearance while providing print protection throughout Nestlé’s distribution channels. The use of a single web print design, combined with the elimination of a lamination layer from the overall structure, results in a reduction in material usage, energy usage and printing plate costs.

According to PMMI’s (www.PMMI.org) “Pet Food Market Assessment 2013” brands are looking to packaging to set their product apart.  With pet food packagers trying to make packaging easier to handle and more outstanding on shelves, new challenges arise regarding filling and labeling.

“The shape of a package changes how it’s held in place, filled and labeled,” says Jorge Izquierdo, vice president, market development, PMMI. “Collaboration between suppliers and manufactures is key to getting the equipment configurations just right.” 

Consumers seek convenience

According to PMMI, convenience features are also important to consumers. Manufacturers are faced with addressing needs of female and elderly consumers. Pet food that is difficult to carry, serve or handle is less likely to attract a costumer. According to research conducted by Weatherchem, women are responsible for the pet product buying decision in 8 out of 10 households. If products are not easy for them to mange, they will be less likely to choose that brand. 

Among the solutions are handles on packages (and, as a result more rigid PET containers); modification of cap closures to make them easier to open; and dispensers incorporated into pet food packages. Resealable closures are an important to consumers.

 “As with human food, the closure is critical to maintaining product quality, and considering that most pet food comes in multi-use packages, keeping food fresh and contaminant-free is an especially high priority,” Izquierdo says.

Seeking to offer better pet food closures, Velcro Industries has teamed up with Hill’s® Pet Nutrition to integrate PRESS-LOK® closure technology into pet food packaging to ensure an easy, consumer friendly experience.

“With our focus on creating smart products, services and technologies wherever items can be connected, we developed the PRESS-LOK closure solution to provide a superior experience for our customers,” says Jurjen Jacobs , Vice President of Global Marketing, Velcro Industries. “VELCRO® Brand products are about the art of connecting. We strive to create smart products, services and technologies that will benefit brands and consumers across a wide spectrum of industries and we ensure a secure closure with our innovative PRESS-LOK fastening solution.”

“There are many tangible consumer benefits that the PRESS-LOK closure system provides to our Hill’s Science Diet® packaging,” says Christopher Rector, director of marketing of Hill’s U.S. “The PRESS-LOK application provides a fast, effective and stress-free bag closure solution. PRESS-LOK closure opens and closes easily and quickly, keeping the kibble in and the paws out.”

The PRESS-LOK closure contains an easy alignment that allows the hooks to engage without precise line-up, securing closure with great burst strength to maintain the package integrity that Hill’s Science Diet customers expect. Additionally, the closure has an audible click, which allows consumers to hear their pet food packages open and close so they know there is a tight seal.

Pet food packaging has been closely following major trends for human food by featuring quality ingredients up front, using more sustainable materials and giving pets owners the convenient packages they desire. 

A recent report by Packaged Facts estimates the overall U.S. pet food and treats market at $39 billion in 2020. Given the increase in pet adoption in 2020, seasoned and new pet parents alike are seeking the best options for their four-legged companions.

Brands must analyze every component of their operation and product to provide an option that is going to stand out to consumers. One item that should not be overlooked is packaging. While many brands are implementing cost-saving measures in their packaging and removing convenience features, premium pet food brands can fill the void and meet the demands of eco-conscious consumers who want the best products for their pets and the environment. Offering reclosable flexible packaging can keep brands on the cutting edge of the optimal consumer experience, with extended shelf-life, easy storage, contaminant protection and more. Here’s why.

1. People Are Willing to Spend More for Pets & the Environment

Pets have truly become family members, and this has led to increased expectations for the products we purchase for them, especially food. This includes all-natural ingredients, better health benefits and sustainable options that help protect the world in which our pets live. While these premium options come at a cost, pet owners are willing to pay for them. This is particularly true when it comes to younger owners. Seventy-three percent of millennials and 68% of Gen Zers are willing to spend more for sustainable products, according to First Insight. Brands that put an emphasis on better packaging can stand out from those cutting costs on convenience features.

2. Product Protection is Vital

FINN CADY reports that 80% of dog and cat owners agree that what their pet eats impacts its health. For pet food brands, this means product integrity is a must. Packaging plays a major role in maintaining quality, from manufacturing through consumption.

FDA-recognized manufacturing processes and approved supplier materials are crucial for creating packaging that does not have a negative impact on the food or pet. Packaging that includes low-quality resins, inks and adhesives could be prone to leaching, which can create an undesirable odor or taste. This could prevent the pet from eating the food, or worse, make her sick.

Quality flexible packaging materials and designs provide excellent product protection when paired with compatible closure technologies. The key to pet food freshness is a secure oxygen barrier that protects the food from contaminants like bacteria, pests, odor, light and moisture. Using closures with high-integrity seals that don’t leak, gap or distort ensures that your product will be fresh upon purchase and consumption. Also, flexible packaging’s durable, puncture-resistant materials help the product survive the supply chain, whether through brick-and-mortar or e-commerce.

3. Pet Owners Want Convenient Products

While pet owners want products that are good for their pets, they also want products that are convenient and functional. A package that is difficult to open, seal and pour makes for a frustrating user experience and a potential mess. Additionally, a poor package experience can lead to the pet owner transferring the food to a secondary container, which can cause the product to lose its freshness or become contaminated. This results in lost branding to the secondary container and being linked to an inferior product.

Storing dry pet food in its original package helps maintain the food’s nutritional value, per the FDA, and reclosable pouch packaging offers a convenient seal that is easy to open and close while keeping food fresh. Using premium closure features like zippers with an enhanced audible snap and solid touch as they close gives consumers confidence that the package is properly sealed. When food stays fresh longer, consumers save money by avoiding product waste, and they have all of the product information readily available in case of a product defect or recall.

4. Flexible Packaging Provides Sustainability Benefits

Flexible packaging offers many sustainability benefits for both brands and consumers. For brands, recyclable closures that feature enhanced sealant layers can adhere easily to sustainable film structures, allowing for fully recyclable packaging options. These flexible packages help lower carbon emissions, water and fossil fuel usage, and materials to landfill throughout their life cycle. Additional manufacturing benefits for brands include protection from film distortion and faster converting cycles, thanks to easy zipper crush locks that require minimal heat for sealing.

These environmental benefits can be easily communicated to consumers who will enjoy supporting a brand that cares about the environment and provides an opportunity for pet owners to contribute to a circular economy.

More Convenience, More Customers

According to data from IRI All Outlet Panel, nearly 7-in 10 households have purchased pet food and treats in the past year. Combine that with the knowledge that approximately 60% of dog and cat owners are concerned about their pet’s nutrition (FINN CADDY), and you get a substantial consumer segment that wants quality products for their pets.

Premium pet food brands do not have to sacrifice packaging convenience and functionality to attract customers. In fact, providing safe, sustainable and user-friendly options at a premium communicates the value your product offers. And, using innovative packaging features and designs lets pet owners know they are buying only the best for their best pals.