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With over 66% of U.S. households owning a pet and growing interest in premium pet food products, opportunities for pet food manufacturers have perhaps never been greater. Bloomberg estimates the global pet industry to reach $500 billion by 2030, with the U.S. alone accounting for $200 billion.
One of the main drivers of this growth, Bloomberg shares, is higher spending on pet food, particularly on fresh and premium products. Consumers are increasingly attuned to the fact that increased nutrition helps pets lead longer lives, and they are willing to spend more on higher quality options.
This interest in healthier pet food products means premium pet food brands have a unique opportunity to reach a greater share of consumers. It also means, however, that the market will become more saturated as more brands compete for pet parents’ attention.
As the main billboard for your product, packaging is crucial for setting your pet food brand apart from others, and not just visually. Packaging allows you to highlight product features, protect the product against oxygen and moisture, share your brand story, and more.
Whether you’re an established brand introducing offerings in the premium space or a startup offering fresh, raw or other novelty products, here are some custom pet food packaging features to consider for your packaging design.
Visual Design Features
After packaging function, visual design is one of the most important considerations in custom pet food packaging. Visual design can make or break a consumer’s decision to buy — and can affect whether consumers notice your product at all. It also communicates information about your product, its attributes and your brand.
Flexible packaging for pet food is becoming the go-to for manufacturers for its numerous benefits. The following features can make your custom pet food packaging more distinctive both on-shelf and when it reaches the consumer’s home:
Product windows: Consumers can view the product in-package through an attractive window that showcases the pet food. Product windows are particularly useful for pet treats, freeze-dried or raw products, or novelty items such as minnows and dog bones.
Matte or dual finish features: A matte finish creates a premium look and feel for your product. Dual finish allows you to highlight key messaging points, features, or design elements such as icons on your pet food packaging design.
Rounded corners: Rounded, rather than angular, corners set you apart from brands using traditional packaging — and are an added touch that signifies your attention to detail in packaging design.
Metallic features: Depending on your brand essence, metallic finishes can highlight important product features and accentuate your brand story.
Tactile and Usability Features for Custom Pet Food Packaging
Tactile and usability features reinforce the premium nature of your product and increase the interaction consumers have with your packaging. In other words, these features help create an experience with your product that goes beyond the basic function of packaging.
The following features can help elevate your pet food packaging design:
Soft touch: Create a memorable, sensory experience for pet parents while they interact with your product. Soft touch takes your packaging beyond visual, making consumers more likely to remember it (or add it to their carts).
Reclosable zippers: Reclosable packaging is now a must for pet food products, particularly for fresh, freeze-dried, frozen and other premium products. As pet owners seek out — and pay more for — fresher and healthier offerings for their pets, make sure you’re walking the talk by helping them keep your product fresh.
Laser scoring: Improve the experience of your product by ensuring consumers can access it easily. Laser scoring allows for a clean tear when consumers open a package. It is particularly useful for pet treats or products requiring packages with heavy, durable films.
Sustainable Pet Food Packaging
Like many other consumer segments, pet parents are also becoming more eco-minded, favoring packaging with sustainability claims, according to Nielsen IQ. Sustainable packaging solutions, such as recyclable flexible packaging or responsibly sourced solutions, can help meet consumer demand while offering convenience and functional features. Sustainable pet food packaging illustrates that you notice and share your consumers’ values.
Getting Started With Custom Pet Food Packaging
Your options for pet food packaging design are nearly limitless. If you’re considering new packaging features for your pet food products, Belmark can guide you through the options that are right for you. Our research and development team, Launch™ Prototype program and flexible packaging experts can help you go to market with functional, on-brand and attractive packaging on the timeline you need it. And, we offer no order minimums and a lead time of three weeks or less so you can get to market faster.
