Pet Product Packaging Innovation: Consumer Perspectives

Nov 3, 2015
110 Pages - Pub ID: LA5593377
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Pet Product Packaging Innovation: Consumer Perspectives

Pet Product Packaging Innovation: Consumer Perspectives examines trends in pet product packaging, with a particular focus on convenience-oriented, “premiumized” product types, including current and projected trends in new pet product packaging developments. The report will focus on packaging for dog and cat food and treats, and on packaging trends and innovations with clear consumer benefits, such as:

  • Convenience & portability 
  • Package ergonomics 
  • Product safety (e.g., intelligent labels/packaging sensors) 
  • Maintaining product freshness 
  • Transparency in product descriptions and clean labels 
  • Sustainability and recycling 
While the report does primarily focus on dog and cat food packaging—this segment makes up almost two-thirds of the U.S. pet product market—trends in non-food product packaging and packaging for foods for pets other than cats and dogs are also studied and discussed.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research includes national online consumer polls of U.S. pet owners, conducted on an ongoing basis by Packaged Facts, to measure purchasing patterns and attitudes with regard to pet products and services. The most recent survey was conducted in August 2015. With a sample size of approximately 2,000, these surveys consist of a national online consumer panel of U.S. adults (age 18+) balanced to Census on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence of children in the household, and household income.

Our primary research also includes interviews with pet market experts; on-site examination of retail and service provider venues; and Internet canvassing including websites and blogs. Secondary research includes information- and data-gathering from consumer business and trade publications such as Pet Age, Pet Business, Pet Product News International, Petfood Industry, Packaging Strategies, Packaging Digest, and Packaging World; company profiles in trade and consumer publications; and information culled from Packaged Facts’ extensive pet market research database and report collection.

Our estimates of market size and marketer and brand rankings are based on reported revenues of pet product manufacturers and retailers; IRI’s InfoScan Reviews data, which tracks sales in supermarkets, drugstores, and mass merchandisers; SPINSscan Natural data from SPINS, Inc., which tracks sales in the natural supermarket channel and in the specialty gourmet supermarket channel; surveys of independent and chain pet store retailers; government data including U.S. Bureau of Labor Statistics Quarterly Census of Employment and Wages; consultations with industry insiders; and figures from other market research sources.
Our analysis of pet product packaging trends relies on the Packaged Facts proprietary pet owner surveys noted above, and on consumer survey data compiled by Experian Simmons, New York, NY. Conducted through a combination of telephone interviews and mail-in survey booklets, the Experian Simmons National Consumer Study (NCS) surveys rely on a probability sample design that captures a statistically accurate cross-section of the U.S. adult population (age 18+) from over 25,000 respondents.

For this report, Packaged Facts uses an index system along with the Simmons and Packaged Facts survey results to identify patterns for a given segment of the population in comparison to the wider population, with an index of 100 representing the norm. If, for example, a given product is used by 10% of the overall adult population, but by 20% of adults age 18-24, the 18- to 24-year-old segment indexes at 200, or twice the average rate. Packaged Facts considers index values of 80 or less or 120 and above as significant.

Chapter 1 Executive Summary
Scope & Methodology
Pet Product Packaging within the Larger Pet Product Market
Pet Owner Demographics Affecting Packaging
Key Pet Packaging Trends
Pet Owners Want Closure
Convenience Crucial to Pet Owners
Prmiumization and Humanization
Figure 1-1 Pet Owner Attitudes on Attractiveness of Packaging for Dry Pet Food, 2015 (percent)
Environmentally Friendly Packaging
Figure 1-2 Hispanic Pet Owner Attitudes of Environmental Packaging, 2015(percent)
Age Friendly Packaging
Packaging Sizes
Packaging Provides Safety for Pet Foods and Products
Trends in Packaging Styles & Material
Uses Expand for Pouches
Metal Still Tops for Wet Pet Food Packaging
Millennials, Hispanics, High Income Pet Owners Prefer Plastic for Wet Food Packaging
Paper & Paperboard (Cardboard) on the Decline
Pet Food Trends Affecting Packaging
Refrigerated/Frozen Foods
Natural Pet Foods Have Unique Packaging Requirements
Packaging Innovations in Treats
Packaging Trends for Non-Pet Food & Non-Canine/Feline Pet Products
Other Packaging Innovations
Chapter 2 Introduction
Scope
Report Methodology
The Pet Product Market in the U.S.
Figure 2-1 Pet Product Market in the U.S., 2010–2014 (in billion $)
Pet Ownership Remains Steady
Table 2-1 Household Penetration Rates for Selected Pet-Owning Classifications, 2010-2014 (percent of and number of U.S. households in millions)
Pet Product Packaging within the Larger Pet Product Market
The Connection between Pet Product Packaging and Pet Product Sales
Pet Market Factors Affecting Packaging
Wealthy Pet Owners
Table 2-2 Change in Pet Market Consumer Base: Households Earning $100,000 or More vs. Households Earning Under $100,000: 2010 vs. 2014 (number of U.S. dog- or cat-owning households)
Aging Pet Owners
Table 2-3 Indexes for Dog or Cat Ownership: Younger vs. Older Boomers, 2010 vs. 2014 (U.S. households)
Millennials
Figure 2-2 U.S. Population Distribution by Age, 2013 (in millions)
The Rise in Hispanic Pet Owners
Table 2-4 Dog vs. Cat Ownership Trends by Race/Ethnicity, 2010 vs. 2014 (percent and number of U.S. dog- or cat-owning households)
Sales Channel Considerations
Chapter 3 Pet Product Packaging Trends
Key Points
Pet Owners Want Closure
Figure 3-1 Important Pet Food Closure Types & Characteristics (in percent)
Latest Closure Innovations
Illustration 3-1: Pestell’s LifeMate cat litter with Velcro closure
Illustration 3-2: Pet products using the Aplix Easy-Lock hook-to-hook closure
Illustration 3-3: Natural Life’s Grain-Free dog food with slider zipper closure
Convenience Crucial to Pet Owners
Figure 3-2 Important Pet Food Convenience Characteristics, 2015 (in percent)
Illustration 3-4: Purina Pro Plan energy bars for active dogs
Premiumization and Humanization
Figure 3-3 Pet Owner Attitudes on Attractiveness of Packaging for Dry Pet Food, 2015 (percent)
Illustration 3-5: Bocce’s Bakery’s line of dog biscuits packaged in cracker-style boxes
Illustration 3-6: Purina’s Just Right personalized dog food
Human Food Packaging Trends in Pet Products
Table 3-1 Attitudes toward Packaging of Pet Food Products, All Pet Owners vs. Pet Owners Who Prefer Sophisticated Packaging for Human Food Products, 2015 (percent and index)
Illustration 3-7: Spot Farm’s “human grade” jerky treats with see-through window packaging
Illustration 3-8: Purina Pro Plan Savor Additions puree meal enhancers in baby food-style squeeze pouches
Illustration 3-9: Wexford Farms’ Warm Meals single-serve warm dog food
Trends in Packaging Styles & Material
Uses Expand for Pouches
Illustration 3-10: Fromm’s Four Star Lamb & Lentil Recipe dog food in stand-up ouch
Illustration 3-11: Dr. Thornley’s Hay Balancer for horses in new 20 lb stand-up pouch
Illustration 3-12: Purina Waggin’ Train treats
Metal Still Tops for Wet Pet Food Packaging
Figure 3-4 Wet Food Packaging Type(s) Purchased by Pet Owners, 2015(in percent)
Illustration 3-13: Pappy’s Pot Roast Dinner in Merrick’s Chunky Can line of canned grain-free dog foods
Millennials, Hispanics, High Income Pet Owners Prefer Plastic for Wet Food Packaging
Table 3-2 Wet Food Packaging Materials by Race, Age, and Household Income (percent and index)
Illustration 3-14: Rad Cat’s new Raw Diet flavors in recyclable plastic tubs
Illustration 3-15: Beneful Chopped Blends dog food in a plastic tub with overcap
Paper & Paperboard (Cardboard) on the Decline
Illustration 3-16: Iams Proactive Health dog foods in paper bags
Illustration 3-17: The Honest Kitchen’s force dehydrated dog foods in paperboard packaging
Illustration 3-18: Tropic Marin’s 3-part Original Balling salts in paperboard boxes
Packaging Provides Safety for Pet Foods and Products
Figure 3-5 Pet Owner Attitudes on Labeling and Packaging Protection for Dry Pet Food, 2015 (percent)
Illustration 3-19: Bravo!’s individually wrapped raw frozen patties
Using Labeling to Ensure Product Safety
Hispanic Pet Owners More Interested in Resistant Packaging
Table 3-3 Importance of Packaging Environment Resistance Features by Race, 2015 (percent and index)
Environmentally Friendly Packaging
Figure 3-6 Hispanic Pet Owner Attitudes of Environmental Packaging, 2015 (percent)
Illustration 3-20: TerraCycle recycling for Trufood by Wellness packaging
Natural Products, Natural Packaging?
Illustration 3-21: Steve’s Real Food dog foods in compostable packaging
Sustainable Packaging
Families with Kids also Favor Eco-Friendly Packaging
Figure 3-7 Shoppers Who Say Eco-Friendly Packaging is “Very Important,” 2015 (percent of U.S. adults)
Age Friendly Packaging
Figure 3-8 Pet Owner Attitudes of Environmental Packaging by Age, 2015 (percent)
Figure 3-9 Other Pet Owner Packaging Attitudes by Age, 2015 (percent)
Illustration 3-22: Peelable and reusable adhesive magnifying glass for packaging from IC Optix
Packaging Sizes-Different Channels, Different Packaging
Figure 3-10 Dry Pet Food Purchasing of Dog and Cat Owners by Package Size, 2015 (in percent)
Illustration 3-23: In Clover’s POP display stand for retailers
Single-Serve has Gone to the Cats
Figure 3-11 Pet Owner Preference for Small Serving and Single-Serve Pet Foods, 2015 (in percent)
Illustration 3-24: Sheba Perfect Portions entrees with two single-serving trays
Illustration 3-25: Variety Pet Foods’ new single-serve Homestyle wet dog food in 12-can multi-packs
Illustration 3-26: 1 oz single-serve size Indigo Smokehouse Strips treats by
PetSafe
Pet Food Trends Affecting Packaging
Figure 3-12 Pet Owners Purchasing Alternative Format Pet Foods in Last 30 Days, 2015 (in percent)
Refrigerated/Frozen Foods
Illustration 3-27: Freshpet’s new Select Fresh from the Kitchen refrigerated meal in a stand-up pouch
Illustration 3-28: New frozen kibble toppers in larger tub format from Frenchie’s Kitchen
Illustration 3-29: Elive’s Carnivore Blend frozen fish food in individual portion cups
Natural Pet Foods Have Unique Packaging Requirements
Figure 3-13 Pet Owner Attitudes on Packaging for Preserving Nutrition/Freshness of Dry Pet Food, 2015 (percent)
Illustration 3-30: Castor & Pollux’ redesigned Organix Grain Free packaging
Packaging Innovations in Treats
Illustration 3-31: Leanlix lickable treat in Cheezsteak flavor
Figure 3-14 Sonoco Pet Treat Packaging Survey (in percent)
Purina’s Beggin’ Party Poppers Mix Treats and Play
Illustration 3-32: Purina’s new Beggin’ Party Poppers in an interactive container.
Capturing Human-Style Packaging for Dog Treats
Illustration 3-33: Milk-Bone Brushing Chews in toothpaste-style carton
Packaging Pet Treats as Souvenirs
Illustration 3-34: The Granville Island Pet Treatery dog treats in souvenir-style packaging
Trial-sizes & Individual Packaging for Treats adds Convenience
Illustration 3-35: Ark Naturals Breath-Less Brushless-ToothPaste Singles
Illustration 3-36: Individually wrapped Thinkers dog treats by Plato Pet Treats
Packaging Trends for Non-Pet Food & Non-Canine/Feline Pet Products
Cat Litter/Pet Waste Product Packaging
Illustration 3-37: Purina Pro Plan Renew in a recycled molded pulp shell jug
Illustration 3-38: New fluted design of Tidy Cats 27 lb litter pail
Illustration 3-39: New packaging for Almost Invisible Cat Litter
Illustration 3-40: Bag on Board’s new Green Pups waste pick-up bags in recycled paper packaging
Grooming Product Package Refreshes
Illustration 3-41: Bobbi Panter’s new upright bottles for its Signature line of grooming products
Illustration 3-42: Hartz Groomer’s Best line of shampoos in more sustainable packaging
Medicines and Supplements
Illustration 3-43: Zoë Pill Pops in individually wrapped pairs
Illustration 3-44: NuPath canine supplements in squeezable pouch
Illustration 3-45: WellyTails’ Fortified Wild Ocean Fish Oil Omega-3 Blend Dog
Rx in a pump bottle
Labeling and Sustainability Key Features of Pet Toy Packaging
Illustration 3-46: West Paw Design’s more eco-friendly toy packaging
Packaging for Bird, Fish, and Reptile Products
Illustration 3-47: Wildlife Sciences’ Suet Plus Dough in candy bar style packaging
Illustration 3-48: APBreed’s TDO Chroma Boost refrigerated fish feed in a spouted pouch
Illustration 3-49: Tetra Pond’s Pond Sticks in a flat bottom resealable bag
Illustration 3-50: Zoo Med’s Dragon Sand cage substrate with convenient carry handle
Other Packaging Innovations
Figure 3-15 Structure of a Typical Aseptic Carton
Illustration 3-51: Caru stews in aseptic cartons
Figure 3-16 Hill’s Pet Nutrition patent for a soft-sided bag support strap
Pet Product Packaging Innovations Around the World
Illustration 3-52: South Africa retailer Spar’s Private label Purr-fect cat food in a resealable gable carton
Illustration 3-53: New plastic tray package for wet/moist met foods from RPC
Superfos

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