We previously discussed our collaborative approach to uncovering pet packaging solutions. Now, we’re diving into the ways in which packaging innovation has the ability to transform the pet packaging industry for consumers and retailers alike.
Consumer perspective
During our in-depth focus groups, two pet owners shared that, as much as they love their dogs, they don’t want to pay more for less when it comes to their pets’ food and treats. They expressed their desire for better packaging options that are easy to open and reseal. Additionally, these pet parents crave a hassle-free way to keep products airtight and store them with ease to avoid having to repackage and portion treats.
These findings reveal that consumers are hungry for packaging solutions that are easy to carry and maintain freshness.
Retailer perspective
A manager at a locally owned pet store said she feels as if she’s in a constant wrestling match with the treats section of her store. Most treats are stored in a bag or flex packaging and require pegboard or small shelves for display. Many bags don’t have holes, which makes them even harder to hang.
Bags of pet food and treats are prone to being crushed during shipment and can slip or slide off shelves. Our in-store interviews proved to us that retailers wish brands would standardize their treat packaging and move toward rigid packaging.
Both the customer and retailer perspective inform how and where flex packaging is not meeting the mark:
-
Neither the bag-in-box liner nor flex bags are recyclable.
-
Flex seal often fails, but a snap lid offers freshness.
-
Flex packaging lacks durability.
-
Rigid packaging provides ease of storing, handling and dispensability.
Packaging innovation allows brands to differentiate themselves from competitors. Aside from the practical benefits or rigid packaging, some of the most popular brands have crafted brand identity through rigid packaging. Consumers often recognize a brand simply by seeing the bottle, from bear-shaped honey bottles to syrup containers.
Ring helps brands re-create or establish their identity through innovative packaging design. In the pet sector, it’s important that brands understand who the true end-users are – dogs and cats. Pet owners have a tight bond with their animals. As a pet brand, it’s imperative you understand that. Just as owners want the best for their pets, we want the best for your business.
In this series of blog posts, we’re talking about our collaborative approach to finding packaging solutions for our customers in the pet industry. If this blog series inspires you to collaborate on new packaging, we’d love to hear from you. Contact us today.
