Discovering how sustainable packaging influences purchasing decisions
In a new study, almost half of the consumers asked said they buy sustainable pet product packaging to reduce their environmental footprint.
The latest research conducted by PETS International and Yummypets reveals the importance of sustainability claims on packaging for buyers in the UK, France, US and Canada. It confirms that most pet owners are aware of sustainability issues, and that ecological credentials are often important purchase drivers. However, levels of awareness differ considerably depending on the country where they live.
General attitudes to sustainability
When 945 pet parents in the 4 countries were asked about sustainability in general, over a quarter (27%) considered it extremely important, nearly 1 in 4 deemed it very important (38%) and only 5% found it not important.
Yet there are different attitudes and perceptions in each country. Sustainability is the most relevant for consumers in the US, with 35% rating it as extremely important – this is 30% in the UK. Nearly half of the Canadians (47%) consider it to be very important. For the French, by contrast, just 18% see sustainability as a relevant issue.
What sustainability represents
For more than half of pet owners (57%), sustainability is about protecting the planet – its resources and the climate. When PETS International and Yummypets asked pet owners the same question in a survey in February 2022, this figure was 46%. Ending poverty and hunger (22%), prosperity (10%) and peace (8%) follow.
51% of pet parents state that pet food being produced by an environmentally friendly company is important or extremely important to them.
But when asked about their feelings towards pet food companies’ sustainable claims, nearly two-thirds (65%) are a bit skeptical – a dramatic increase from 41.7% back in the 2022 survey.
A huge proportion of the consumers (64%) aren’t even aware of the existence of organizations like How2Recycle – a label that provides consistent and transparent on-pack disposal information to consumers in the US and Canada – or global waste management company TerraCycle.
Does awareness lead to purchasing?
A quarter (24%) of consumers are very familiar with sustainable packaging, with nearly half (46%) buying sustainable or recyclable pet food packaging.
UK consumers, in particular, claim to be very familiar (34%) with this type of packaging. They also take the lead with more than half (57%) stating they buy sustainable or recyclable packaging. This is significantly lower in the US, with just 35% using recyclable pet food packaging. French pet owners are the least familiar with the concept, with 26% declaring themselves not familiar with it at all.
UK consumers (57%) are also the most aware of the different sustainability labels on packaging, whereas Canadian and French consumers are the least likely to be aware of this.
The main drivers
According to the survey, the main driver for pet parents to buy sustainable packaging in general relates to a reduction in their environmental footprint (46%). For 21% of them, it’s more about saving money, and for a similar proportion it is to do with reducing packaging volume (20%).
UK consumers are the most likely to value a reduction in their environmental footprint (54%), whereas French people are more motivated by reducing packaging volume (30%) and Americans want to cut down on food waste (16%).
As much as 44% of consumers find recyclable materials the most appealing option, followed by biodegradable materials (22%) and compostable materials (16%).
Actively seeking the right packaging
When it comes to consumers’ attitudes to packaging, 55% actively seek products with sustainable packaging, although only 11% always do that.
17% of UK consumers always actively seek sustainable packaging – the highest proportion at a country level. Once more, France is where the largest proportion of consumers never look for these types of products (29%).
Interestingly, for 9% of consumers in the UK and the US, sustainable packaging is a very important aspect of their purchasing decisions. However, only 11% in the UK and 13% in the US would be willing to pay more for it.
Most consumers (88%) would favor a clear label on the packaging that indicates its environmental impact score.
Truly sustainable consumers
Despite the country differences, there is a clearly defined segment of the market which believes that sustainability is extremely important and will go to great lengths to find it. This is indicated by the consistency of their choices across the life cycle (27% of consumers).
These are people who always buy organic food for themselves (65%) and as pet owners they value that pet food is manufactured by an environmentally friendly company (77%). They are also very familiar with sustainable packaging (53%) and are the ones most likely to believe packaging companies’ claims (37%). More than half (55%) already buy recyclable pet food packaging.
Educate to convince all pet parents
The PETS International and Yummypets survey concludes that the main motivation of a third of pet parents regarding sustainability is to reduce their environmental footprint. For them, sustainable packaging is a key purchasing driver when choosing pet food (86%). In fact, 21% are willing to pay more for pet food with sustainable packaging.
In light of these results, it seems that both pet food and packaging manufacturers still have a lot of work to do when it comes to consumer education, communicating the benefits of sustainable packaging and its relevance for a more sustainable future.
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