To celebrate Crufts, we’re taking a closer look at the UK pet industry and its ever-evolving packaging needs. In recent years, the UK pet market has gone from strength to strength, with major global players now joined by a growing number of local and independent brands. People are continuing to capitalise on Britain’s love for pets, a love that compels consumers to spend over £4.6bn on pet products annually
. The vast majority of that spend goes on pet food and edible treats, with modern pet owners investing real time and money into pet nutrition. With so much potential market share at stake, premium pet brands and pet food producers need packaging that helps them stand out. Practical packaging solutions now sit alongside whimsical shapes and colours in the pet food sector. Here’s how your business can use packaging to delight and appeal to discerning pet owners.
Catering to the pet food market with the right packaging
As Stefan Hartung noted in a recent industry round-up, the packaging needs of the pet food industry are changing fast: “Old norms are getting thrown out of the window and break-through packaging stories are being told.”
The pet food industry is booming, and its packaging is evolving with it. Product packaging is keeping pace with an ever-expanding pet product catalogue, and as more pet sales shift online, brands need packaging that creates a connection when opened at home as well as strong shelf impact in retail environments.
The humanisation of pets has also led to the emergence of distinct consumer groups within the market, from owners who strongly humanise their pets to those who do not. It is important that the packaging you put out speaks directly to the right target market, using the right tone and messaging. Pet brands can differentiate by appealing to niche audiences, whether that is the urban dog lover or the pedigree dog owner with more classic tastes.
Tin packaging is a strong option for pet brands because it carries premium, luxury connotations while also being versatile and portable. It helps keep treats fresh for longer, can be easily customised or personalised, and makes it easier to launch matching product lines across a wider range.
The rise of the pet brand independents
Although big grocers still dominate the pet care market, there is a growing consumer-led appetite for local brands and independents. Smaller brands can invest in a very different style of product marketing, working closely with retailers and early adopters to build awareness and spread product knowledge through word of mouth.
Packaging is an important part of that conversation. It gives smaller brands the chance to stand apart from more established competitors by being distinctive and memorable. Clever branding can help a smaller dog or cat treat manufacturer rise quickly in the eyes of consumers, provided it is built around a clear and consistent brand story.
Social media has also had a major influence on packaging trends. Products now need to look good not only on shelf, but also in the home and while in use. Pets perform particularly well online, and many premium pet brands work with influencers to help spread the word.
Small tins like the one we created for ‘The Dog House Random Rewards’ product are perfect for taking on walks or keeping close by in the home or office. The tin’s premium colours and muted branding are a great example of how animal-themed packaging can be subtle, aesthetically pleasing and highly practical at the same time.
Strengthening owner-pet bonds with your packaging
A recent Mintel found that a fifth of UK cat or dog owners would cut back on spending on their own food before cutting back spending on food for their pet – indicating that the diets of our pets are equally as, if not more, important than our own. This goes to show what a special bond we form with our pets, nurturing and caring for them as members of our family.
Great pet packaging is about strengthening the bond between pet and owner. Being there on special occasions like pet birthdays, Christmases, and weddings with your branded treats (and tins) will help you create lasting product memories. (People are increasingly likely to celebrate pet birthday and milestones at home, or offer a present to the family pet at Christmas).
You may want to develop product lines for special events and celebrations with bespoke packaging. Seasonal tins can help you capitalise on key gifting events, and tin is a great way to increase the value of a product as a giveaway.
Ethical and health-driven consumer choices
Sustainability, provenance and pet health benefits are important to consumers. The pet food industry is driven by a desire to make ethical choices, as well as a growing awareness of pet health. The development of pet probiotics and supplements means that owners can choose treats that put pet health first.
Consumers want to be reassured on product quality – quality is something that can be effectively communicated in packaging. Packaging for pet food needs to take into account hygiene, longevity, portion control, and practicality; as well as aesthetics.
Image credit: Billy and Margot
This lovely packaging from British pet brand Billy and Margot shows how diecutting and whimsical shapes can help consumers get a sneak peak of products; building trust and brand consideration in a way that’s both fun and practical.
Image credit: Lily’s Kitchen
Premium pet treats from Lily’s Kitchen offer nutrition and sustenance, with packaging that echoes recent health trends from the food industry.
Pet treat packaging that’s made to last
So how can your product stand out on that crowded pet treat aisle?
● Be memorable and offer a packaging experience people won’t forget in a hurry
● Speak to your target audience with your messaging
● Tell a story about where you’re from and put your brand story at the forefront
● Make your product value intrinsic to your packaging choices.
Need to find out more about what we can do for your pet food brand? Call us now on 01666 841 600 to discuss your pet food packaging ideas.
