Pet Product Packaging Innovation: Consumer Perspectives

Published: November 3, 2015 - 110 Pages

Table of Contents

  • 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
      • Premiumization and Humanization
      • Environmentally Friendly Packaging
      • 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
  • Introduction
    • Scope
    • Report Methodology
    • The Pet Product Market in the U.S.
      • Pet Ownership Remains Steady
        • Table 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 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 Indexes for Dog or Cat Ownership: Younger vs. Older Boomers, 2010 vs. 2014 (U.S. households)
      • Millennials
      • The Rise in Hispanic Pet Owners
        • Table 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
  • Pet Product Packaging Trends
    • Key Points
    • Pet Owners Want Closure
      • Latest Closure Innovations
    • Convenience Crucial to Pet Owners
    • Premiumization and Humanization
      • Human Food Packaging Trends in Pet Products
        • Table 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)
    • 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
        • Table Wet Food Packaging Materials by Race, Age, and Household Income (percent and index)
      • Paper & Paperboard (Cardboard) on the Decline
    • Packaging Provides Safety for Pet Foods and Products
      • Using Labeling to Ensure Product Safety
      • Hispanic Pet Owners More Interested in Resistant Packaging
        • Table Importance of Packaging Environment Resistance Features by Race, 2015 (percent and index)
    • Environmentally Friendly Packaging
      • Natural Products, Natural Packaging?
      • Sustainable Packaging
      • Families with Kids also Favor Eco-Friendly Packaging
    • Age Friendly Packaging
    • Packaging Sizes-Different Channels, Different Packaging
      • Single-Serve has Gone to the Cats
    • Pet Food Trends Affecting Packaging
      • Refrigerated/Frozen Foods
      • Natural Pet Foods Have Unique Packaging Requirements
    • Packaging Innovations in Treats
      • Purina's Beggin' Party Poppers Mix Treats and Play
      • Capturing Human-Style Packaging for Dog Treats
      • Packaging Pet Treats as Souvenirs
      • Trial-sizes & Individual Packaging for Treats adds Convenience
    • Packaging Trends for Non-Pet Food & Non-Canine/Feline Pet Products
      • Cat Litter/Pet Waste Product Packaging
      • Grooming Product Package Refreshes
      • Medicines and Supplements
      • Labeling and Sustainability Key Features of Pet Toy Packaging
      • Packaging for Bird, Fish, and Reptile Products
    • Other Packaging Innovations
      • Pet Product Packaging Innovations Around the World

Abstract

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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.


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