They'll 'actively avoid' products without it.
Millennials and Generation X adults are much more interested in the beauty and attractiveness of the packaging of the items they buy than older generations (adults age 50+), according to new findings from market research firm Packaged Facts.
A report called "Pet Product Packaging Innovation," which features Packaged Facts' May 2018 survey of 2000 U.S. adults, reveals that 21 percent of pet owners agreed that the attractiveness of pet food packaging is important to them. The respones varied considerably by age. About 25 percent of adults aged 18 to 34 and 35 to 49 agree that the attractiveness of pet food is especially important, while only 15 percent of those aged 50 and over were in agreement.
Packaged Facts stated in a press release: "What is even more important for pet food marketers is that these younger pet owners will actively avoid unattractive pet foods. After all, how can you Instagram photos of you and your favorite pooch sharing a lovely meal when the package Fido's food comes in just isn't photo worthy? In this case, Millennials are slightly more inclined than Gen X'ers to avoid pet foods with unattractive packaging, but both age cohorts are much more likely to do so than those aged 50 and over."
For example, the Internet sales giant Jet.com, now a part of Walmart, offers a curated private label brand called Uniquely J, whose identifying feature tying the products together is beautifully produced packaging with original illustrations from artists. The idea is to have products designed to actually look good sitting out in the open rather than tucked away on a shelf.
Marketers and retailers recognize this facet of the younger generations, according to Packaged Facts.
"The idea is to have products designed to actually look good sitting out in the open rather than tucked away on a shelf," Packaged Facts explained.
The report is available for purchase here.