ROCKVILLE, Md., July 31, 2018 /PRNewswire/ -- Millennials and Generation X adults are much more interested in the beauty and attractiveness of the packaging of the items they buy than older generations (adults age 50+), according to market research firm Packaged Facts in the report Pet Product Packaging Innovation. Empirically, marketers and retailers recognize this facet of the younger generations, particularly Millennials.
For example, the Internet sales giant Jet.com, now a part of Walmart, offers a curated private label brand called Uniquely J, whose identifying feature tying the products together is beautifully produced packaging with original illustrations from artists. The idea is to have products designed to actually look good sitting out in the open rather than tucked away on a shelf.
Given the increased premiumization of pet foods, it is not surprising younger pet owners are just as interested in beautiful packages of pet food to signify their devotion to their pets. Pet Product Packaging Innovation, which features Packaged Facts' May 2018 survey of 2000 U.S. adults, reveals that 21% of pet owners agreed that the attractiveness of pet food packaging is important to them. What is more interesting, however, is the wide difference in answers when looking across age cohorts. In fact, 25% of adults aged 18 to 34 and 35 to 49 agree that the attractiveness of pet food is especially important, while only 15% of those aged 50 and over were in agreement.
What is even more important for pet food marketers is that these younger pet owners will actively avoid unattractive pet foods. After all, how can you Instagram photos of you and your favorite pooch sharing a lovely meal when the package Fido's food comes in just isn't photo worthy? In this case, Millennials are slightly more inclined than Gen X'ers to avoid pet foods with unattractive packaging, but both age cohorts are much more likely to do so than those aged 50 and over.
Given the importance of capturing the attention and sales of a quarter of Millennials and Generation X pet owners for your pet food, it seems high time that a makeover and design refresh is in order. In fact, many companies have been doing just that.
Pet Product Packaging Innovation provides an in depth analysis of packaging materials and styles used for pet products across the U.S. market, focusing on dog and cat food packaging as the largest influences on the market. No other market research report provides both the comprehensive analysis and extensive data Pet Product Packaging Innovation offers. Moreover, all information and analyses in the report is highly accessible, presented in concise text and easy-to-read and practical charts, tables, and graphs.
Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, and pet products and services. Packaged Facts also offers a full range of custom research services.
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