When asked what the single top challenge is in pet food packaging right now, the answer from packaging experts was unanimous: Sustainability.
“The primary challenge in pet food packaging today is balancing sustainability with performance,” said Natalie Kaczorowski, Fresh-Lock business development manager. “Although the pet industry is committed to eco-friendly practices, several barriers complicate the transition to certain sustainable solutions. “
Breaking down sustainability challenges
Performance seems to be the primary sub-challenge when dealing with sustainable packaging trends, according to the industry.
“For instance, integrating mechanically processed post-consumer recycled (PCR) content into packaging is still a developing area,” said Kaczorowski. “Some pet food brands are concerned that PCR might alter the packaging’s odor. Since many pets have a strong sense of smell, this issue could potentially affect their attraction to the product. To address these concerns, more research and testing are needed to ensure the viability and effectiveness of using mechanically processed PCR in pet food packaging.”
Integrity of the packaging and its product is a significant concern for multiple reasons, according to Tim Kieny, vice president of strategic marketing (dairy, protein and pet) for TC Transcontinental.
“As consumers become increasingly environmentally and economically conscious, there is a growing demand for eco-friendly packaging solutions that are also cost-effective,” he says. “However, pet food requires packaging that can preserve freshness, protect against contamination and withstand the rigors of transportation. Balancing these requirements with the need to reduce environmental impact poses a significant challenge for packaging suppliers.”
Of course, we can break that down even further as sustainability as a term becomes more complicated, alongside its current abilities versus consumer desires.
“The pet food industry is currently facing three primary packaging challenges,” said Chris Simmers, vice president of technical for Mondi Jackson. “One is navigating and successfully addressing the various definitions of sustainability. The ultimate goal is to have a fully circular package, but there must be interim steps to achieve this. Another is the availability of sustainable materials. With many CPG companies moving toward sustainable materials, supply will be extremely challenging. Third, there is a need to ensure transparency concerning the sustainability impact of packaging during transportation and processing, and throughout the supply chain.”
Of course, affordability for brands, to say nothing of their consumers, is another practical consideration.
“Whether its consumers, retailers or brands like ours, there is massive demand for sustainability and there simply aren’t many affordable, American-made options out there,” said Dewar Gaines, CEO of pet treat company Gaines Family Farmstead. “We need more leadership to adopt products like PCR bags, recycled bags, upcycled supply chains, etc. This mass adoption will drive economies of scale and innovation, which inevitably will drive prices down. The roll out of our PCR bags (new in 2024) is just the first phase in a multi-stage process to improve our carbon footprint and create sustainable supply chains. It is our hope that our commitment will inspire others to make similar commitments.”
Possible solutions to sustainability challenges
Experts agree that right now there’s no one-size-fits-all solution for sustainability in packaging.
“Brands must adopt diverse approaches based on their priorities for consumers and pets,” said Kaczorowski. “Numerous strategies exist for making packaging more sustainable, and out-of-the-box thinking can reveal the best path for your brand. For instance, with the rapid growth of e-commerce giants like Amazon and Chewy, there’s an increasing interest in reducing the environmental footprint of packaging and delivery through solutions like ship-in-own-container (SIOC) packaging. This method allows retailers to skip secondary packaging, such as overboxes, provided the original product packaging is durable enough to withstand the rigors of the supply chain. Flexible packaging often offers durable, puncture-resistant protection for dog food and other pet products, with the ability to flex and move during shipments helping reduce product damage and waste that might occur with other packaging formats.”
There’s also the matter of making sustainability accessible to everyone.
“The path forward calls for collaboration among key players throughout the supply chain and investing in infrastructure to sort, process and apply circular products,” said Simmers. “There are also needs for more collection options and the proper disposal of plastics. By providing solutions, the pet food industry can make meaningful progress towards more sustainable packaging and align with consumer expectations and environmental goals.”
Opportunities in packaging: Innovation will be key
When asked what the top opportunity is in pet food packaging, innovation became a recurring conversation among experts, particularly as it relates to solving sustainability challenges.
“The top opportunity lies in leveraging recyclable materials and in using recycled content,” said Kieny. “We have invested over US$60 million in advanced technologies and sustainable packaging development, including the expansion of our facilities to produce innovative materials like biaxially oriented polyethylene (BOPE), which offers high heat resistance and recyclability.”
Technologies seems to be a popular way forward, which makes sense as they’re the only way to keep up with evolving sustainability demands.
“The top opportunity in packaging right now is the adoption of smart packaging technologies that have the potential to revolutionize how products are managed throughout the supply chain and how consumers interact with packaging,” said Simmers. “Smart packaging includes features like digital integration, enhanced safety and freshness, personalization, supply chain efficiency and sustainability Integration. By leveraging these technologies, pet food companies can reduce waste, improve consumer engagement and streamline their supply chains. This meets evolving consumer expectations and gives them a competitive edge in the market.”
Finally, all the innovative technologies in the world won’t matter if pet owners aren’t engaged.
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Packaging that is both sustainable and conveys the appropriate messaging to engage consumers is a key opportunity right now, with packaging companies and brands working together to make it happen. | Courtesy Mondi
“The Fresh-Lock team sees significant opportunity in enhancing the consumer experience through innovative packaging solutions,” said Kaczorowski. “For example, large pouches of pet food often feature sewn tops that can be difficult and messy to open, adding unnecessary frustration to the pet owner’s experience. To add to the convenience of a bulk bag of pet food and lessen user frustration, a hermetically sealed package with a tear bead feature can provide a hassle-free opening.”
Overall, pet food packaging is continuing the quest to both meet pet food customers where they’re at as well as continue to provide safe, effective containers for product. It’s an ongoing task that requires recognizing the challenges as well as the opportunities, and how they’ll intertwine in the future.
3 steps to keeping consumers engaged via packaging
Natalie Kaczorowski, Fresh-Lock business development manager
To keep consumers interested and engaged with your efforts as a brand, consider these three key steps:
Invest in research and development: Continuously invest in R&D to develop user-friendly packaging solutions that add value and convenience to consumers’ everyday lives while also providing sustainability benefits. Promote sustainability: Highlight the environmental benefits of your new packaging solutions and include proper disposal instructions to help keep eco-conscious consumers informed and excited about the positive impact your brand is making. Implement feedback loops: As you improve on the sustainability of your package, regularly gather consumer feedback to refine and improve your packaging designs, ensuring they also meet evolving consumer needs and preferences.