Unleashing the power of pets and their people: Insights into pet care buyers

__In November 2022, our team unveiled a report on pet care shoppers and their buying behavior, filled with valuable insights to fuel the growth of your pet care business. This interview marks the start of a series where we share actionable findings from this report. Access the full report here to enhance your decision making process. __

Manuela Teixeira: Let's delve into the transformation of pet food purchasing habits amid the COVID-19 pandemic.

Laura Delapeyronnie: Yes, that's a good place to start. Our analysis of various studies conducted by The European Consumer Organisation, BCG, Blue Horizon, and Eit Food underscores that shoppers now place heightened emphasis on packaging attributes such as affordability, sustainability, and safety. Notably, our survey revealed that approximately 1 in 4 pet owners reported modifying their purchasing habits during the pandemic, with the highest rates observed in the UK and Italy.

Pet parents are becoming increasingly conscious of the impact of their choices and actively seek out brands that align with their values. Clear claims on packaging play a pivotal role in guiding their purchasing decisions.

Manuela Teixeira: What is driving the evolution of pet food purchasing habits?

Laura Delapeyronnie: The COVID-19 lockdowns fostered a stronger bond between pets and their owners, leading to the remarkable trend known as "pet humanization." Pet owners now extend their own dietary preferences to their beloved pets and look for healthier food options, more sustainable packaging, and larger pack sizes. Consequently, premium food and treats have witnessed a surge in consumer spending.

Manuela Teixeira: Why is there a trend of switching to bigger pet food packs?

Laura Delapeyronnie: Our research indicates a decline in the frequency of pet food purchases. Pet owners, driven by the convenience of online shopping and the allure of bulk buying, are increasingly opting for larger packs. This shift not only caters to their needs but also reflects a growing inclination towards more sustainable purchasing behavior. However, it's worth noting that Germany stands as an exception, with consumers still preferring smaller pack sizes and more frequent purchases.

Manuela Teixeira: Where are consumers purchasing their pet food?

Laura Delapeyronnie: When it comes to pet food, hypermarkets and supermarkets continue to be the favored shopping channels for most consumers. However, there is a notable exception in the UK, where online shopping for pet food has seen a decline. Additionally, pet owners in Italy and France also rely on vets and specialized stores for their pet food.

Manuela Teixeira: What advice would you give to pet food brands that are looking to attract pet parents?

Laura Delapeyronnie: We advise pet food brands to embark on a customer-centric approach by assessing what truly matters to their target audience. Our team of packaging experts is dedicated to assisting brands in meeting consumer expectations for dry food, wet food and treats. That can be exploring pack formats, more sustainable and recycle-ready packaging options, opening and re-close features and more. Our packaging experts can discuss a range of opportunities for your sustainability journey.

__Keep an eye out for the next article in our series of insights on pet care trends.
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