The world is changing
How do pet food brands stay relevant and meet the needs of millennial customers?
Doing the right thing
The world is changing faster than we have ever known it and the desire of business and consumers to be seen ‘doing the right thing’ has never been stronger.
So what does this mean for pet food in the new world? How do pet food brands stay relevant and most importantly how do brands ensure they ‘do the right thing?’
GA Pet Food Partners creates recipes that provide brands with unique stories to tell and ingredients that provide claims aligned with the brand image and ethos.
As the company has numerous requests every day for new product development, it is able to sense the ‘mood’ of the industry and monitor the variety and volume of requests being made.
Global recipe trends
It may not be surprising to hear that organic, vegetarian and indeed vegan recipes are beginning to gather momentum. Indeed, it is a global trend that we are witnessing as recipes are derived from the human food shelves.
What is the catalyst and driving force behind such recipe requests? The answer lies in the new conscience emerging in society. The rise of the environmentally aware and switched-on eco-consumer has resulted in a desire for food that not only delivers nutritionally but which is crucially kind to the environment.
A new type of customer
Now is therefore a suitable time for key marketing claims, such as ethical production, sustainable production, ethically sourced and responsibly sourced raw materials. It is not only the contents that demand attention: the packaging must also align, using claims such as recyclable, compostable and responsible.
The buying criteria for customers are changing and nowhere more so than among the UK millennials who are distinguished by their propensity to side with brands that are underpinned by ethical principles.
Brands need to go beyond offering products and services for millennials to buy – they need to make a positive impact on the world. This can be done using ethical production, sustainable raw materials and of course responsible packaging.
Delivering change
At the heart of making a positive change is authenticity and transparency, and those brands that deliver will build trust with a customer base that, due to technological advancements, has a greater impact than ever on a brand’s success.