With the high cost of, well, just about everything in the U.S. now, customers aren’t willing to pay more for pet foods and treats just because the products claim to be sustainable, especially since what a brand means by sustainability can be difficult to ascertain.
Pet owners increasingly express a desire to shop more sustainably. However, higher prices coupled with unclear value messaging from brands remain major barriers to pet owners purchasing products marketed as sustainable. Shannon Landry, brand manager for Packaged Facts, discussed this dichotomy of intent versus action during her presentation at the Pet Summit on March 24 in Orlando, Florida. She presented survey results gathered from U.S. pet owners in January.
“Pet owners want to shop sustainably,” she said. “They don’t always know how. We need some education to help them along the path. Expense can be a hindrance. Education is key for gaining acceptance.”
Attitudes vs. actions in sustainability
According to Packaged Facts survey results, more than half of pet owners believe they are more aware of sustainability now than last year, with 50% expressing a willingness to take more action to reduce their environmental impact. However, 56% admitted they still have much to learn about sustainable living.
While 46% considered themselves to be living sustainably by their own definition, 38% stated that they couldn’t afford to do so. Only 36% were willing to pay more for products marketed as sustainable. However, 72% were interested in buying an eco-friendly product if it was less expensive.
When asked about their sustainable behaviors, pet owners emphasized reducing household waste, reusing shopping bags, and choosing recyclable packaging. These practices scored higher than sustainability efforts specific to pet food, such as purchasing products in recyclable packaging or choosing plant-based alternatives.
Some survey responses seemed contradictory. While 50% of pet owners say they’re more likely to buy from a brand perceived as environmentally responsible, only 13% indicated that a brand’s corporate values or sustainability efforts actually influence their pet product purchases.
For industry professionals, this highlights the importance of integrated communication strategies that connect a brand’s sustainable attributes with the specific benefits to pet owners and their pets, Landry said. Education and storytelling may help consumers see pet products as part of their larger sustainable lifestyle goals.
link