Petfood: Beastly Good

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ther dogs, cats or mice – pets play a prominent role in our society. Many consumers have come to attach the same high importance to their pet food as they do to their own food. One thing is for sure – the pet food market is not crisis-stricken yet. The news then for the packaging industry is also positive: technologies and packaging materials for the pet food sector are similar to those in the food industry and continue to be a major driver for the industry.

The pet food market has not been affected by the crisis so far – nor has the fast-moving consumer goods industry as a whole. Latest surveys from international institutes such as Iri and Euromonitor International showed only a negligible dip over the past few months while the growth rate stood at 5% on average over the past five years. This is why the production and distribution of pet food will become all the more important for the packaging sector. The market is becoming more and more differentiated in terms of both preparation and packaging – and hence also in the distinction between premium and elite product grades.

Experts forecast a bright future for this market, which can offer dynamic retail and industry operations great growth potential. Currently, the United Kingdom, France and Germany are the three most important markets for pet food and consumables in Europe. Fast growth is also posted by the emerging markets in Central and Eastern Europe. Industry insiders expect the number of pet owners and hence potential buyers to continue rising over the next few years. Premium products are also gaining ground in this sector, new marketing structures are about to emerge. By global standards the market shares for Europe and North America are expected to go down on a percentage basis while growth is expected predominantly in Latin America and Asia.

Attractive at the PoS

Since last year “Nestlé Purina PetCare” has offered the product concept “Beneful Glücklich Unterwegs” (Happy on the go): meaty bites for dogs in a handy box for eating “on the go”. Especially in the growing segment of dog snacks product concepts like this open up a huge market. According to a study carried out by the company one in three dog snacks is fed to the pet while “out and about” – i.e. on a walk or during dog training sessions. Furthermore, this product comes with user and environment friendly refill packs displayed by retailers in attention-grabbing mixed trays.

Packaging design plays an ever more pivotal role for pet food producers – as is the case with “Pro Plan”, a supplier in the Super-Premium segment, who is intending to offer all eleven versions of its dog food in an innovative packaging concept from now on. This is to ensure even higher exposure in the bay, on the one hand, and to offer consumer more convenience, on the other. The simple pour and carry system as well as the reclosable packaging are designed to ease handling while ensuring longer freshness of the product. Moreover, perforated opening ensures exactly the desired amount always end ups in the bowl when pouring and dosing. A handle makes the bag easy to carry and pour.


Diversity of Packaging Materials

The industry uses a wide variety of packaging types and relies strongly on the competence of the packaging in terms of marketing, brand pitch, convenience and handling – as is the case in the food sector. The use of ready-to-consume, i.e. convenient feed is also gaining ground: in countries with higher numbers of pets – as in many European countries and the USA, for example – it is estimated to amount to 85% on average. The various pet food brands primarily use steel and aluminium tins, aluminium trays, convertible soft composite bags, paper bags, cardboard boxes and cellulose composite containers. The process engineering and packaging technology know-how of the food industry is leveraged primarily for pet snacks and treats.

In the “Felix” brand of milk products for cats the high demands made on the barrier property against oxygen and UV-radiation as well as the temperature resistance during aseptic filling are fulfilled by a 6-layer co-extruded bottle based on polyolefine. The cap is a specially designed, standard twist-off cap with a sealing compound. At the same time, the brand building sleeve label ensures originality. All in all the product therefore boasts a shelf life of nine months and the consistent modular focus of bottle, tray and pallet facilitates Europe-wide distribution.

The “Frolic” range, for example, includes a sterilisable sausage package. The film used here consists of a 5-layer composite in cast PP/OPA/Alu/OPA/cast PP. It is laminated to be resistant to sterilisation and comes with a tear-open perforation covered by a peel & stick sealing strip. Printing is done by a 3-colour rotogravure.

And even reclosable folding boxes are popular and are considered up-to-date and environmentally compatible packaging means. Like in other areas their ashlar shape gives them a small footprint and a modern look while making them stackable. This suggests that they – like the many other packaging types – will continue to be popular in the pet food market in future, too.

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