Pet Product Sales Surge as Consumers Demand Sustainability and Transparency
Sales of pet products labelled 'certified human raised and handled' have surged by 110% in the U.S. over the past two years. This growth reflects a broader trend: consumers are increasingly prioritising sustainability and transparency in pet food and care. However, a significant number of consumers remain confused by environmental labels, and many are skeptical of companies' sustainability claims.
The demand for sustainability is undeniable. Over 20-25% of consumers have shifted their purchasing habits to favour environmentally friendly packaging and sustainably grown claims. This trend is not new; it has been gaining momentum, with the share of new food and beverage products featuring ethical claims growing at a 17.3% CAGR from 2016-2017 to 2020-2021.
Consumers are now more concerned about the health of the planet than the health and wellness of people and their pets, marking a significant shift in priorities. Despite this, 41.7% of pet owners remain skeptical of pet food companies' sustainability claims. This skepticism may be due to the overwhelming number of labels and certifications, with 55% of global consumers struggling to understand what to look for.
To address this, 64% of consumers prefer a single label that encapsulates a product's entire environmental impact over multiple labels. The good news is that new product launches with environmental claims are increasing at a pace three times faster than the overall food and beverage category.
The growth in sales of 'certified human raised and handled' pet products, coupled with the increasing demand for sustainability and transparency, signals a significant shift in consumer behaviour. As consumers become more environmentally conscious, the pet industry must address their concerns and provide clear, concise information about their products' environmental impact. This could involve standardising labels and certifications to help consumers make informed decisions.
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