PET FOOD: BETWEEN WELL-BEING AND RESPONSIBILITY

[02. Balanced
It is the packaging when it is proposed with the right measure: just enough and what is needed.
Balanced packaging is when it is conceived and designed with a correct relationship with the content and is the result of what is necessary for its correct diffusion.

Pet food: between well-being and responsibility

Sustainability, functionality of use, quality and transparent communication are the key concepts that have guided the strong growth of the pet food sector over the last decade.
Packaging has played a fundamental role in this growth: innovations in materials and packaging processes have in fact favored the introduction of a wide variety of products, both in type and format, changing the traditional configuration of shelves in supermarkets. and in specialized stores. Online shopping, which has grown exponentially in recent years, has also contributed to the increase in sales.

However, in addition to the opportunities provided by technology, the progressive recognition of the social and relational role that pets play has accelerated the development of the sector. A role that became evident, for example, during the COVID-19 pandemic and especially during the prolonged lockdowns of 2020-2021, which saw a substantial increase in the number of adoptions. In fact, the emotional and physical well-being that a person derives from the company of an animal is proven, which in turn can enjoy the care of the family that welcomes him and of increasingly sophisticated and quality products.

From practical single-serving portions of mousses and creams for on-the-go consumption (for example, the sachets of Yes Mousse by Goldrony), to jars of pasty products (Buddy Budder’s peanut butter from Bark Bistro) eand bottles of flavored drinks (Tjure‘s “liquid meats”), up to refrigerated products (Steve’s Real food) and large resealable bags characterized by high shelf life and reduced environmental impact (Mondi), even packaging for pet food – similar to that intended for food for human consumption – has rapidly evolved to meet the needs expressed by both animals and their respective humans.

These are packaging that know how to balance the different functions they must perform in order to respond to market demands and at the same time cope with contemporary crises, balancing environmental responsibilities, the protection of the content and the safeguarding of its properties, accessibility and practicality of use, effective and transparent communication, which in addition to clearly informing the consumer strengthens the premium identity of the products thanks to printing processes and quality processing.

Mondi developed for Hau-Hau Champion, one of the most recognized Finnish brands in the premium dog food segment, a range of mono-material packaging, which facilitates recycling and at the same time favors the preservation of the product thanks to the high barrier properties and resealability. Previously, Mondi had offered a similar solution to Yarrah, Dutch manufacturer of organic pet food.

Similarly to other sectors, even in pet food, sustainability is certainly a factor that is influencing the behavior of consumers, who are mainly oriented towards food produced and packaged in an ethical and environmentally friendly way
However, the search for eco-friendly solutions is not the only criterion at the basis of consumption preferences: another relevant aspect that guides the purchasing choices are the high quality ingredients, the nutritional and organoleptic properties of the content, and consequently packaging suitable for protecting and storing products for a long time and in conditions that are not always favorable.
Together with sustainability and quality, functionality is in fact another important innovation driver in the sector.

 

The reclosure systems are particularly appreciated by consumers, as they help to maintain maximum freshness of the food, as well as making it easier to handle the package and quicker the administration of food to your pet.
In a perspective of greater practicality, many pet food brands are also adopting shapes and structures commonly used in the snack sector, such as stand-up pouches (for example, NuPath purees) or easy-open solutions, or adding devices to facilitate transportation (Good Dog by Sojos) or the withdrawal / dosage of the food (Lactol milk powder by Beaphar).

 

In pet food, technology and ethics therefore combine to offer innovative solutions designed not only to ensure an optimal relationship between content and container, balancing reduction of impacts, strengthening of functionality of use, transparency and clarity of communication, enhancement of product quality.

 

 

 

A well-designed packaging can also, and above all, contribute to promoting the protection of the animal and, indirectly, the psychophysical well-being of those who take care of it and benefit from its company.