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Premiumization, Convenience Drive Innovation in Pet Product Packaging



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The pet product market in the U.S. has seen steady growth over the last five years, climbing from roughly $37 billion in 2010 to almost $44 billion in 2014, a compound annual growth rate of 4 percent for the period, according to Rockville, Md.-based Packaged Facts.

According to the market research firm’s new report, Pet Product Packaging Innovation: Consumer Perspectives, the packaging choices of marketers are among the most influential trends affecting the future of pet products due to the fact that packaging is closely linked to consumer satisfaction.

“Like any other consumer packaged goods, the packaging surrounding a product made for pets is the first interaction a consumer has with that product,” said David Sprinkle, research director for Packaged Facts. “The packing has to possess the ability to catch the consumer’s eye and provide According to the market research firm’s new report, Pet Product Packaging Innovation: Consumer Perspectives, the packaging choices of marketers are among are the most influential trends affecting the future of pet products due to the fact that packaging is closely linked to consumer satisfaction.

“Like any other consumer packaged goods, the packaging surrounding a product made for pets is the first interaction a consumer has with that product,” said David Sprinkle, research director for Packaged Facts. “The packing has to possess the ability to catch the consumer’s eye and provide information on the product in an engaging fashion, as well as be convenient to use and carry, provide suitable protection for the product inside the packaging, and be environmentally friendly to boot.”

There are number of common themes that continue to arise in terms of what consumers are looking for from the packaging surrounding the pet products they buy, according to Packaged Facts, including the closure systems in pet food products, with the capability for resealing and ease of opening the top issues with consumers, better labeling of pet foods and pet treats, and convenience. This translates into a variety of different packaging trends: handles on larger pet food containers for easier portability, single-serving portion sizes that come in their own serving tray and treats and foods designed for use when traveling, says the research firm.

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