Pet Food Unpacked
Understanding trends in the pet food market and their impact on packaging
On my way to a conference recently, I was stopped at Waterloo Station by a pop-up stand promoting Nibbles—freeze-dried chicken treats for cats, £10 a pack. Premium snacks for pets, marketed with the same flair you’d expect from a human wellness brand.
Not long after, I passed a van in my neighbourhood offering luxury dog-walking services—complete with GPS tracking, tailored exercise plans, and pup reports.
These aren’t just curiosities. They’re signals of a fast-evolving pet care market where premiumisation, wellness, and lifestyle alignment are reshaping expectations. For the supply chain—from food manufacturers to packaging providers—this means both challenges and opportunities.
The pet food market is worth $158bn* globally and growing. In Europe, 49% of households own a pet (FEDIAF, Euromonitor); in the U.S. that figure rises to 66% (APPA). Gen Z and Millennials in particular are driving multi-pet households. Spending has consistently outpaced income growth for decades, proving the category’s resilience—even during downturns. The commitment is emotional, not rational, and while spending shifts between brands and formats, overall demand remains robust.
(*Statista, APPA, Bloomberg Intelligence)
Sniffing out the trends
1. Humanisation remains the driving force
For over a decade, pet owners have wanted their pets’ eating habits to mirror their own. They now seek “organic,” “luxury,” “anti-aging,” or “gut health” claims—bringing human food trends straight into the pet aisle.
2. Functional food, supplements, and sustainability
Gut health, joint support, and longevity formulas are growing fast, alongside supplements. At the same time, sustainability is becoming a differentiator. Alternative proteins like insects, plant-based, and lab-grown are on the rise as brands seek lower-impact options.
3. Direct-to-Consumer sales accelerate
Gut health, joint support, and longevity formulas are growing fast, alongside supplements. At the same time, sustainability is becoming a differentiator. Alternative proteins like insects, plant-based, and lab-grown are on the rise as brands seek lower-impact options.
Packaging innovation: the next frontier
Nielsen notes that sustainability claims in pet food packaging still lag behind other FMCG categories. That gap is an opportunity. Research from Amcor (across 1,600+ European shoppers) shows recyclability claims resonate strongest, followed by “less plastic” and “less packaging.” With the PPWR on the horizon, recyclable, right-sized, mono-material packaging will soon become the norm.
Beyond sustainability, convenience is king. Stand-up pouches, easy-lift handles, tear notches—these design details are now standard expectations, especially for larger bags. For DTC, protecting products in transit while reducing empty space is critical.
Premiumisation is also fuelling demand for single-serve packs and insulated transit solutions for flash-frozen or fresh food. At the other end of the spectrum, bulk packs are growing for cost-conscious households, requiring more durable packaging that can withstand heavy loads without compromising shelf life.
Key clues for packaging
The pet food market is changing fast—but packaging needs to change faster. The clues are clear:
- Sustainability isn’t optional; it’s an untapped differentiator.
- Convenience—easy to carry, open, and store—remains non-negotiable.
- E-commerce & DTC require pack designs optimised for delivery, not just shelves.
- Premiumisation & bulk packs create opposing demands—smaller, insulated formats vs. heavy-duty large bags.
At BridgeInsight, we’ll be bringing these lessons into our projects—combining insights from food, packaging, and business models to help partners innovate in this dynamic, resilient category.