More than 60% of American households have pets, and the owners buy more than $14 billion worth of pet food a year. Pet food packaging has made great strides in convenience, with easy-open features, single-serve formats and portable, eat-anywhere containers.
Pet food is becoming increasingly specialized, for pets of various ages, sizes and medical conditions. This ties in to the desire of pet owners to be good “parents.” Graphics must communicate the benefits of a given brand as well as establish brand identity across different stock-keeping units.
Pet food must also reassure owners of its wholesomeness and, to a surprising degree, appeal to their taste buds. This leads to graphics that depict either the product or its ingredients (such as meat/poultry and vegetables), as well as images of happy pets. Retort pouches are firmly established in the market, and plastic film sacks are making inroads on paper.