Globally, pet owners are becoming more discerning purchasers. New protein-rich or vegan diets are being passed on from humans to the animal kingdom, while freshness and quality are desired like never before. Consumers also place added value on sustainability and environmental sensitivity, while demanding the extra convenience of home delivery, making pet care a more sophisticated marketplace.
In this Q&A, Rebecca McDonald, an international MBA and marketing innovation specialist, who has led the development of Sonoco pet care packaging, discusses balancing sustainability with e-commerce readiness.
What is driving change in the pet food market?
Pet personification is a big one. Pets are more our ‘fur babies’ than ever before. They are part of the family, and we want to feed them as well as we feed ourselves (and let’s be honest, sometimes better than we feed ourselves).
A small amount of pet owners adapts their pet’s diet to vegan or raw, like their own. This is a subset of a much larger demand for higher-quality and fresher ingredients, which I predict to keep growing. GlobalData research shows that 74% of global consumers are highly influenced by how the product impacts the health and wellbeing of their pet.
What else is having an impact?
Consumers, especially younger Gen X and millennial consumers, are becoming more aware of sustainability issues and placing higher demands on the brands that they buy from. Research shows that 52% of pet owners are concerned with ‘how ethical, environmentally friendly or socially responsible the product is.’ That’s not just ingredients – it’s production processes and, crucially, packaging.
Another major driver of consumer change is the move towards convenience. Home delivery is gaining traction for pet food and pet care products. Consumers want the best, most sustainable products delivered direct to their door.
How does this relate to pet product packaging?
These trends provide massive impetus to our innovation. Customization has been identified as a major trend that has impact, while fresher foods require higher-barrier properties to preserve shelf life.
Pet owners want to be reassured about ingredients and freshness. Durable packaging is also seen as one of the top five factors that mean high quality in pet products, but probably the biggest impact is the need to design packaging for the major growth in e-commerce.
What are the main differences in packaging for e-commerce?
The main difference from standard packaging is how the package is handled once it leaves the point of manufacturing. In the old system, packaging would leave in a case with identical products and be shipped to a distribution warehouse on a pallet, where cases would be separated off the pallet then shipped to individual stores. Next, the case would be opened, and the product put on the shelf for sale. In e-commerce, products can be shipped in cases or individually, direct from manufacture or via a second seller like Amazon®. In both cases, the product must withstand the rigors of the distribution channel, which might be UPS®, FedEx® or another delivery agency.
Tell us about Sonoco’s work with Amazon®.
The main difference from standard packaging is how the package is handled once it leaves the point of manufacturing. In the old system, packaging would leave in a case with identical products and be shipped to a distribution warehouse on a pallet, where cases would be separated off the pallet then shipped to individual stores. Next, the case would be opened, and the product put on the shelf for sale. In e-commerce, products can be shipped in cases or individually, direct from manufacture or via a second seller like Amazon®. In both cases, the product must withstand the rigors of the distribution channel, which might be UPS®, FedEx® or another delivery agency
Can you explain more about the certification?
Sonoco is an official participant in the Amazon Packaging Support and Supplier Network (APASS). We can partner with brands to design and certify packaging that meets Amazon’s unique requirements – helping companies protect and sell their products while saving costs. There’s more
Can you give us an example of some Sonoco e-commerce-friendly packaging for pet care?
Our EcoSeal™ paperboard cans are an excellent choice for a Ship In Own Container (SIOC) package. These canisters suggest environmentally friendly values through their high content of recycled/renewable fiber and paper bottom. EcoSeal containers can be shipped without an outer cardboard box, saving packaging costs and materials. Because it’s made from paper, denting within the supply chain is less of an issue. It’s also designed to fit in a cup holder – great for on-the-go pet treats.
How else can Sonoco help customers looking to grow through e-commerce?
The great thing about Sonoco is that we are packaging-agnostic. From rigid paperboard containers to metal packaging, we have it all and can combine various aspects to deliver holistic solutions, depending on what the customer’s needs are.
Learn more about Sonoco’s pet care solutions!