News

With Britain increasingly demanding the best for its faithful friends there has been exponential growth in the pet food sector. Simeon Goldstein reports on how brands are capitalising on a national obsession.

The British love of animals is perhaps best underlined by the fact that the Royal Society for the Prevention of Cruelty to Animals (RSPCA) was founded in 1824, 60 years before the National Society for the Prevention of Cruelty to Children.

The country’s first legal case of child abuse, in fact, was submitted by the RSPCA, describing the child as a small animal, in the absence of adequate legislation. The bond between man and beast is showing no signs of waning. Last year alone, the UK spent some £2.9bn on pet food and pet care products, an increase of 25% over five years, according to Euromonitor International.

"The amount of money being spent on pets is quite incredible," says Guy Harrison, chairman of Touch Design, which has worked with a number of pet food brands. Harrison says that much of the recent branding of pet foods has served to make the products and packaging more like human food. "A lot of marketing and brand presence is about doing the best for your pet. You have images of what happens to the pet if it consumes the product, which is totally in line with human products," he adds.

New tricks
Increased interest in human diet, in healthy eating and organic products is being reflected in the pet food market and packaging is being developed to show off the food. Design agency Elmwood’s work with Pets at Home’s Purely dry cat food is a case in point. "By using a window on the packaging that’s shaped like a cat’s head, we show we’re not hiding any nasties. It comforts people," explains Elmwood design director Paul Sudron.

The packaging uses cartonboard which has an earthy feel and a natural look, rather than the traditional image of cats looking at a bowl of food. Sudron adds that wet food required a different approach so the food is not visible, but he maintains the design shows the goodness of the ingredients. "Pets are seen as an extension of the family and owners want to feel good about buying this food as a treat for a cat," he says.

"Pet food packaging design is getting extremely sophisticated," agrees Tim Law, managing director of Law Print and Packaging, a Stockport-based firm that is a large supplier of pet food packaging. Law suggests that the days of two-colour bags for value food are disappearing rapidly. "We’re printing roto-gravure with up to 12 colours and more often than not designs will include full colour photography," he says.

People are moving away from simplistic packs. Even the ‘discount’ lines are coming up with 10-colour designs. Law supplies a wide range of laminate bags and pouches, which he says have been boosted by interest in the environment. "In the pet food sector, there are products that mimic cartons that are made from lightweight films, which help supermarkets reach packaging reduction targets," he says.

Fresh approach
But, as with human food, the environment is about much more than packaging reduction. Metal packaging manufacturers, in particular, are keen to push their product’s recyclability. And food waste is an issue for pet as well as human food, which has prompted interest in resealable packs to ensure the product stays fresh. "The packaging can perform brilliantly, but once it’s opened the food can go off and pets can be very picky," says Touch Design’s Harrison.

One way to combat this is the increased use of single-portion packs. The Pet Food Manufacturers Association says that, particularly for cats, pouches have increased convenience. "Cats eat smaller meals over regular periods and pouches provide the pet owner with single meal portions," says chief executive Michael Bellingham. He adds that the vast range of products represents different purses, palates and preferences and is reflected in the packaging. "While pouches are great for owners looking for single-meal portions, cans are useful for pet owners with more than one cat or a sizeable dog," says Bellingham.

Ana Neale, marketing director of Crown Food Europe, echoes the view that convenience is one of the most important aspects of pet food packaging. "For some consumers, convenience means single-serve portions. For others, convenience translates to greater functionality and ease of use," she says. Crown’s easy-to-open end has been well received by the sector and the firm is also pushing its peelable foil ends for smaller, single-serve cans.

Another packaging format being considered by the pet food market is the retortable Tetra Pak Recart that has been taken up by a Swedish dog-food company. Bioplastics are also making inroads. Innovia Films’ Natureflex film has been adopted for organic dog biscuits in the US and the firm says that tests are ongoing with a view to increase its presence in the sector.

"The human food sector would be well advised to keep an eye on developments in pet food packaging. In certain areas, pet food packaging leads the market," says Law. Crown’s initial success for the EasyLift was in pet food and the sector was one of the earliest adopters of pouches, which are now widespread in food for people. "It’s an emotional buy and people are willing to pay more for it to satisfy the needs of their pet," says Law. The packaging, it seems, has to be top dog.

LILY'S KITCHEN



"There’s certainly a crossover between people who are interested in good quality food and people who have pets, says Liz Wilson," commercial director at London-based brand and packaging design agency Albion.

As the company behind the packaging for the Lily’s Kitchen range of organic and holistic dog food, Albion is well versed in this particular demographic. Wilson says making the product more human was the thinking behind the brand, which was launched last year.

Lily is the name of the dog that appears on the packaging and for whom the range of foods was created. But the presentation has a very strong human element. "We’ve tried to create a story of country values in the town and struck a balance between traditional goodness and a modern fresh look that’s quite sophisticated," says Wilson.

The design uses a bright, but natural colour palette, which Albion managing director Jason Goodman has described as a departure from the quite garish colours some mass market pet foods use.

Lily’s Kitchen is available from specialist outlets rather than supermarkets and comes in recyclable wet cans and foil trays as well as compostable dry bags, which are manufactured by Gascogne UK.

Ultimately, the proof of the pudding is in the eating and the recipes, with names like ‘hearty beef stew’ and ‘slow-cooked lamb hotpot’, wouldn’t be out of place in the human food aisles. "Feeding time is a key moment in the relationship between pet and owner," says Wilson. "Particularly for dogs, it’s the moment of truth."

MARKET ANALYSIS



With the economy at a low and pet charities reporting a rise in the numbers of pets entering re-homing facilities, the outlook for pet food sales could appear bleak. However, the majority of pet owners find the idea of getting rid of a pet during a period of financial crisis inconceivable, says Euromonitor international global packaging manager Peta Conn. Demand for pet food has become relatively static in recent years. More emphasis is also being placed on quality, rather than price, for pet food purchases.

Euromonitor predicts a growing polarization in the pet food market. Homes with severe financial pressure are expected to instigate a shift to economy brands, but premium brands will continue to grow as better-off pet owners refuse to compromise on quality.

Celebrity trends have resulted in the rise of the small dog. The number of small dogs in the UK grew by 41% between 2003 and 2008, while the number of large dogs shrank by more than a third. Changes to the dog demographic are set to drive up sales of single-serve dog food. A secondary effect is the growing number of nutritionally enhanced foods as small pedigree dogs often have health problems.

Euromonitor International predicts future growth in cat and dog food will be strongest in the premium segment, which is likely to grow 2% annually to 2014. For packaging, this will benefit flexible packaging suppliers as dry food continues to take market share from wet varieties. The dry dog food segment is expected to increase 0.6% annually between 2008 and 2014. However, the declines previously experienced by metal can suppliers in the wet segment are expected to ease.