In around 44 per cent of all households in Germany, at least one pet lived in 2024. Over the past ten years, the population of dogs in Germany has grown by more than 30 per cent, whilst that of cats has increased by more than 20 per cent. In the D-A-CH region, the numbers total almost 20 million cats and 12 million dogs. Companions that must be fed by their humans every day. The market is correspondingly large – including for the required packaging. But how crucial is packaging for product success in pet food? Which trends are dominant? What role does design play and what must retailers consider? Are there differences compared to food for humans? And finally: what changes with the PPWR? We enquired with ERBACHER the food family, one of the leading providers in the pet food sector. Our discussion partners: Christopher Jacobs, Team Leader for Procurement of Packaging and Marketing Materials as well as Packaging Development, and Theresa Beck, Packaging Developer.
How crucial is packaging for the sales success of pet food at point of sale?
Packaging in the pet food sector is anything but a secondary detail. It's a central success factor. Pet food is a highly emotional subject: pet owners want the best for their animal and often decide intuitively and quickly. The appearance of the packaging must therefore be of the highest visual standard and immediately reflect the quality of the product. Those who cut corners here lose customers before they even reach the shelf.
At the same time, one mustn't underestimate the handling function. Sacks for dry food are traditionally rather unergonomic, and particularly with larger formats, the packaging must remain practical, stable and easy to carry.
Which packaging trends are dominating pet food in 2026?
Three developments currently stand out particularly: Firstly, the product world is changing due to the trend towards smaller dogs. This is noticeably increasing demand for smaller packaging sizes. Secondly, the phenomenon of "pet parenting" is shaping many customers' expectations. Pet owners increasingly view their animals as family members, which heightens the emotionality of purchasing decisions. Accordingly, more elaborate packaging designs and simultaneously highly functional, practical solutions are in demand. And thirdly, sustainability remains the dominant cross-cutting theme – as in virtually all other consumer goods categories.
Are there packaging formats or types that are particularly in high demand?
In the dry food sector, pouches and sacks continue to dominate, albeit with a clear trend towards smaller packaging sizes that nevertheless contain multiple portions. In the wet food segment, however, individual portion sizes are clearly the standard.
Particularly interesting is the growing demand for packaging with so-called paper feel. These surfaces are intuitively perceived by consumers as more sustainable. The sustainability impulse arises not only rationally, but also emotionally. It manifests immediately in haptics and appearance and can significantly influence purchasing decisions.
What must retailers pay attention to when selling pet food?
Clarity and consistency in product presentation are crucial. The product must be correctly positioned and effectively showcased, for example through displays. Furthermore, the brand should be recognisable to the buyer at first glance. Customers shouldn't have to search. Those who are displayed confusingly on the shelf lose out to the competition, regardless of how good the product is.
What's also important: products should be clearly and consistently linked to their brand. Brand trust arises primarily through visual recognition, and that begins with the packaging.
What role does packaging design play in pet food?
An immense one. A new customer often decides within seconds based on appearance whether they'll even pick up a product. Given the multitude of market participants, design is a central lever for differentiation. This begins with colours, for instance natural tones for natural food. It continues with imagery, such as depicting specific dog and cat breeds that convey emotions like health, activity and joie de vivre. And it extends to targeted control of brand perception. Premium or discount – customers decide this within seconds.
Beyond this, packaging is the most important information carrier on the shelf. Particularly in the pet food market, few customers read the ingredients list. Instead, claims and icons take over this communication function: "70% meat", "grain free", "for joints", "senior" – these are the messages that are perceived.
Finally, packaging transports the entire brand world. This involves storytelling about the origin of ingredients, clear colour codes for different varieties, or a consistent premium look with matt surfaces. Many customers remain loyal to a brand because they've developed trust in its appearance. Packaging thus forms the bridge between product and brand.
Are there significant differences in regulations for pet food packaging compared to food for humans?
The differences are smaller than one might initially suspect. Overall, however, the pet food sector orientates itself towards food standards – with high hygiene standards, clearly defined regulatory requirements and complete traceability. This creates reliability for manufacturers, retailers and ultimately also for consumers.
What changes for you with the new European Packaging and Packaging Waste Regulation (PPWR) in the short, medium and long term?
The regulation forces us to think in three speeds. In the short term – that is, in the next one to two years – it's primarily about transparency and documentation: evidence of material composition, recyclability and origin must be provided. At the same time, initial design adjustments are due, such as avoiding composite materials that complicate recycling, as well as introducing extended labelling for material type and disposal.
In the medium term, over a period of two to five years, mandatory recyclate quotas for certain packaging will become relevant, including for pet food. This means not only technical changeovers, but also a noticeable increase in administrative effort that we as a company must factor in.
In the long term, there's no way around complete integration into the circular economy. Packaging must be developed from the ground up so that it can be recycled multiple times. This affects material selection, construction and the entire supply chain. For us, this means: sustainability isn't a one-off project, but a permanent development task that must be deeply anchored in our processes.
Author: Christian Nink, Freelance Journalist
