AMCOR has released new research into the purchasing habits and packaging preferences of pet food buyers.
All survey respondents were found to buy wet pet food, while 88% also purchase dry food and 76% buy snacks and treats. Treats were particularly popular among UK respondents, with 85% saying they purchase them, compared with just 71% in Italy and 70% in France.
Surveying 2,457 wet pet food buyers across the UK, France, Germany, Italy, Poland, and Spain, the study highlights the factors influencing their purchases. When buying wet cat food, the most important factors were noted as ingredients and nutritional benefits, price and the perception of quality, followed by size, format and convenience. For wet dog food buyers, practicality was key when it came to packaging. Keeping food fresh ranked as the most important consideration, followed by ease of serving, portioning and opening. Easy storage and mess-free use were also among the top attributes.
The study also explored how these priorities influence perceptions of different wet pet food packaging formats, including aluminium trays, smooth aluminium containers, and cans. 60% of respondents said they would definitely or probably purchase a product in a traditional aluminium tray, matching the positive purchase intent reported for cans. Amcor added that the newer smooth aluminium container also performed strongly, with 54% of respondents showing positive purchase intent. This, the company said, indicates the growth potential for formats that combine the familiar strengths of aluminium, while offering a packaging experience designed around the realities of feeding pets.
Pet owners associated traditional aluminium trays, the smooth aluminium container and cans with different benefits. Traditional aluminium trays were perceived as being easy to open. They also performed strongly on safety. The smooth aluminium container was rated highly for modern appeal and ease of emptying. Meanwhile, cans were chosen for storage.
Sarah Neerkorn, market insights manager for Amcor, said, “Today’s pet owners expect packaging to do more. Practical considerations such as keeping food fresh and making it easy to open and serve are key, while long-held perceptions of packaging can also shape product choice. Understanding these factors and balancing both functionality and convenience can help brands give customers the best possible choice for their cherished pets.”
