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Marketing<br />
With pet ownership increasing among<br />
younger generations, sustainability<br />
and environmental responsibility must<br />
remain central to packaging innovation.<br />
A study by First Insight, Gen Z shoppers<br />
demand sustainable retail, found that the<br />
vast majority of Generation Z shoppers<br />
prefer to buy sustainable brands. The<br />
report also found that Generation Z,<br />
along with Millennials, are most likely<br />
to make purchase decisions based on<br />
values and principles 7 .<br />
“In the past, flexible packaging may well<br />
have struggled to meet this criterion,”<br />
says Susan. “However, innovation and<br />
development in relation to monopolymer<br />
laminates is certainly ensuring<br />
that flexible packaging will continue to<br />
have its place in the pet food packaging<br />
market.<br />
“What is clear, is that just as we see with<br />
food <strong>pro</strong>ducts for humans, pet food<br />
brand owners have many competing<br />
trends and demands to address in order<br />
to ensure their <strong>pro</strong>duct stands out ‘onshelf’<br />
and delivers commercial success.<br />
Yet, another big challenge in the pet food<br />
market is the swing to ever younger pet<br />
owners.<br />
Successfully targeting Millennials has<br />
never been an easy feat for marketeers.<br />
E-commerce is the norm, they don’t<br />
really want to be sold to and attracting<br />
their attention in a crowded retail space<br />
can be difficult. Pet food brands need<br />
to ensure their packaging is creative<br />
and unique to meet their ever-evolving<br />
expectations.”<br />
Technology & Marketing<br />
References<br />
1 EDIAF Facts & Figures 2020 European<br />
Overview: https://www.fediaf.org/images/<br />
FEDIAF_Facts_and_Figures_2020.pdf<br />
2 Pet Food Manufacturers’ Association:<br />
https://www.pfma.org.uk/news/pfmaconfirms-dramatic-rise-in-pet-acquisitionamong-millennials-<br />
3 Mordor Intelligence, Europe Pet Food<br />
Market – Growth, trends, Covid-19 impact,<br />
and forecasts (<strong>2021</strong>-2026): https://www.<br />
mordorintelligence.com/industry-reports/<br />
pet-food-market-in-europe-industry<br />
4 Mordor Intelligence, Europe Pet Food<br />
Market – Growth, trends, Covid-19 impact,<br />
and forecasts (<strong>2021</strong>-2026): https://www.<br />
mordorintelligence.com/industry-reports/<br />
pet-food-market-in-europe-industry<br />
5 Mintel, Four-legged Flexitarians,<br />
February 7, 2020: https://www.mintel.<br />
com/press-centre/food-and-drink/fourlegged-flexitarians-over-a-third-of-ukdog-food-buyers-believe-its-good-forpets-to-regularly-have-plant-based-meals<br />
6 Better Cities for Pets, Mars Petcare<br />
Program, 2018: https://www.<br />
bettercitiesforpets.com/resource/surveyweighs-pet-obesity-crisis/<br />
7 First Insight, The state of consumer<br />
spending: Gen Z shoppers demand<br />
sustainable retail: https://www.firstinsight.<br />
com/white-papers-posts/gen-z-shoppersdemand-sustainability<br />
For more information<br />
www.opmgroup.co.uk<br />
Issue 4 <strong>2021</strong><br />
37