Pet Owners and Sustainability Trends

Packaging and product concerns are the drivers motivating consumers to buy “green” pet food products.

The green movement has clearly captured the hearts and minds of today’s pet food consumers. With books on the shelves such as Pets and the Planet: A Practical Guide to Sustainable Pet Care and Eco Dog: Healthy Living for Your Pet, there is little doubt that today’s pet food consumer is eco-conscious.

So what exactly does this mean for pet food producers? According to research conducted by Mintel, both packaging and product concerns are the drivers motivating consumers to buy sustainable, eco-friendly, green and fair trade pet food products. Mintel defines green claims in categories such as all natural, local and reduced carbon footprint for products and ingredients and recyclable, biodegradable and reduced/minimal for packaging.

What consumers want?

When Mintel asked consumers to think about green products in general and asked them what motivated them to buy certain products, they found that packaging counts more than labeling or special certifications. Fifty percent of consumers said a package with sustainable attributes motivates them to make a purchase while only 26% of consumers are motivated by a logo or seal from a third party on the label.

When Mintel asked consumers why they purchased a pet food making green claims, they responded:

• 67% wanted to create less waste
• 65% said they wanted to support brands that are helping the environment
• 45% thought such claims denoted that the product was of a higher quality than other products
• 42% said they were concerned about food safety

Industry perception

In a survey of pet food professionals conducted by Petfood Industry, individuals were asked how they thought consumers defined “green” pet foods. The most popular responses involved 1) natural ingredients, 2) no preservatives, 3) recyclable packaging, and 4) manufacturers’ practices.

Perceptions on both sides help make the case that there is no single, prevalent definition of green or sustainable. Perhaps one respondent summed it up best: “Everyone has a personal idea what green is, and it is inconsistent at best.”

Carbon footprint

Nonetheless, it’s important to let consumers know what efforts you are making to being green. Biodegradable and reduced/minimal packaging is clearly important. But are there other green aspects of your product? Are there companies in your supply chain that are practicing green principles? Just a few eco-friendly technologies available include:

• Active energy and water conservation programs
• Solar power
• Air emission control and reduction
• Recycling initiatives

This is by no means a comprehensive list, and new and innovative ways of being green are being developed every day. While biodegradable and reduced/minimal packaging is going to capture the attention of consumers, don’t let them think your green efforts end there. Show them all the ways you’re working to keep the planet clean. If you use that approach, ultimately everyone comes out a winner.