Pouches create value for pet food in France, by Euromonitor International
In pursuit of value growth, pet food manufacturers are pushing individual portions of both wet cat and dog food sold in pouches, according to a new report from Euromonitor International – “Pet Food and Pet Care in France”. Pouches are being put forward as the best type of packaging for convenient single-serve meals and are currently being used principally by producers of standard-premium and super-premium wet cat and dog food in France. According to research from Euromonitor International, the number of pouches of dog and cat food sold in France grew by 11% to reach over 259 million units in 2005.
Protection from private label threat
Perhaps the most important benefit of pouches is that they are a way of premiumising products, which are in danger of being commodified due to the rise of private label and hard discounters. Private label continued to expand in 2006, especially in wet dog and cat food, taking a 17.6% and 13% share of the market, respectively, according to Euromonitor International. Adding value is a key priority for manufacturers especially with respect to wet food, which has been undergoing something of a crisis in terms of image among consumers.
Convenience critical for pet owners
With pouches taking off as a packaging format for wet food, it seems possible that they will go on taking share from other kinds of packaging used for wet dog and cat food, such as cans, plastic or aluminium trays. Pouches offer convenience, with the single-serve format, as well as the perception of freshness. With time-pressed lifestyles becoming more common, this aspect allows consumers to save precious time and not to worry about whether they are giving their pet the correct amount of food. In addition to convenience, pouches offer ecologically-friendly packaging, as they are easier to recycle than cans or aluminium trays. This may become an increasingly important factor in the future, as packaging laws become stricter.
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