PET Food Processing - March 2021 - 62

PACKAGING

Top: A stable,
stand-up package
is popular because
it offers good
billboard space and
also is convenient to
use at home for the
consumer.
ProAmpac

Bottom: It's a tall
order for packaging
materials and design
to grab consumers'
attention, efficiently
tell the brand
story and support
a company's
environmentally
friendly mission.
Mondi

62

trend to move the bottom seam to the back
is an opportunity for graphics to be visible
to consumers when the bags are lying flat
on the shelf. "
A brand that has staked itself in the
premium market likewise must use
packaging to showcase its higher-end
premium attributes.
" As consumers are becoming informed in the science behind pet nutrition, brands are increasingly offering
fresher, higher-quality ingredients, "
Pellingra said. " This has led to an increase in premium and specialty pet
food options. To that end, there has been
a rise in high-protein content, refrigerated
and frozen pet food options, 'gravy toppers' for dry kibble, and even meal kits.
These specialized options have very different packaging requirements. For example,
shelf-life, moisture, grease, flavor, and density are all critical factors in engineering
the packaging material structure. Food options that are refrigerated or frozen require
packaging that can withstand cold chain
distribution, which is different than dry
food distribution. "
Kuecker agreed that brands honing in on
premium characteristics are prioritizing
packaging as a way to signal uniqueness.
" Premium pet food and pet treat market sectors are intensely competitive, " he said. " Brands
are scrutinizing every detail of their offering to find an edge
in this environment. "
To meet market challenges, Kuecker noted, Mondi created a comprehensive customer-centric approach called
EcoSolutions that provides a framework to evaluate the
potential impact of packaging sustainability and design options on pet food packaging.
" This approach allows a detailed level of packaging
evaluation that has been considered a valuable tool by
brands looking for a competitive and sustainable edge, "
he explained.
As an important element of manufacturers' sustainability missions and purpose-driven initiatives, Pellingra reported that sustainable solutions are broadening.
" Sustainable packaging includes recyclable monomaterial packaging, packaging with post-consumer resin
(PCR) or renewable resin, and even compostable packaging options, " he said. " Rigid replacement is also trending to
reduce overall packaging and virgin resin required, along
with the associated energy and emissions that come with
using more packaging materials, practices and products. "

PET FOOD PROCESSING | March 2021 | www.petfoodprocessing.net

Among other solutions, ProAmpac offers a suite of
mono-material products that can be recycled in North
America through the How2Recycle Program or designed
as " recycle-ready. "

Reaching the target market

In addition to creating packaging that appropriately reflects
a product and brand, packaging strategies involve ways to
make a package stand out in front of the right audience.
With the global pandemic changing the way people shop
- not to mention spurring more pet rescues and adoptions
- screen appeal is more important than ever. Market research firm Acosta reported that online sales of pet supplies
increased by 9% in the past year and that more than half
(54%) of shoppers said they will continue to buy pet food
both online and in-store when activities return to normal.
Pellingra emphasized the need for a packaging strategy
that takes online buyers into account.
" All packaging formats must now consider the demands
of e-commerce, " he said. " Bag strength, in addition to functionality, is a much bigger part of the packaging design conversation than in years past. By offering convenience, cost,
and efficiency, e-commerce is emerging as a key driver of
growth in the category. Consumers are not limited to their
local store and can seek out specific products with numerous online retailers. "

" One of the key trends
that is impacting
packaging design is the
desire for consumers
to know more about the
brand story. "
William " Bill " Kuecker, Mondi Consumer Packaging

A customer-centric packaging strategy also involves getting people to try the product.
" We're beginning to see a large number of requests for
4-ounce sample bags, " LaPointe noted. " You'll start seeing these more often on-shelf next to the full-size product.
Brands can sell these sample bags for a minimal cost to the
consumer, but they include a coupon on the bag for the
full-size product. Consumers appreciate this when they're
looking for something new for their pet. "
In addition, the notion of premiumization extends to
reaching customers with the interest and means to pay
more for their pet's food and treats, whether shopping online or at a brick-and-mortar store. Packages that convey


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PET Food Processing - March 2021

Table of Contents for the Digital Edition of PET Food Processing - March 2021

PET Food Processing - March 2021 - Intro
PET Food Processing - March 2021 - 1
PET Food Processing - March 2021 - 2
PET Food Processing - March 2021 - 3
PET Food Processing - March 2021 - 4
PET Food Processing - March 2021 - 5
PET Food Processing - March 2021 - 6
PET Food Processing - March 2021 - 7
PET Food Processing - March 2021 - 8
PET Food Processing - March 2021 - 9
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http://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2021
http://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
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