As a company focused on innovative, human-centered packaging solutions, we are always looking for opportunities to be proactive and collaborate with experts across a wide variety of industries. We seek out the broadest and richest sets of ideas through our Collaborate to Innovate process, assembling diversity of expertise from both the customer and from Ring.
Our desire for collaboration and innovation led us to the fun world of pet packaging. We took a deep dive into the current landscape and identified challenges and opportunities to provide a better consumer experience.
Hungry for better packaging
Through our research process, we learned that pet products command high performance packaging. Pet parents want packaging that’s easy to find at the shelf, easy to carry, maintains freshness and holds up to the (sometimes messy) rigors of day-to-day pet parenting. These caregivers are also looking for better packaging options that aren’t a challenge to open and reseal. We held in-home and in-store focus groups and pet park interviews to better understand the frustrations that exist in the pet packaging space. After this rich immersion in the pet parent experience, we were able to develop some key takeaways.
Common packaging pain points include:
Durability
Product visibility
Easy open
Easy close
Easy storage
Easy handling
Easy dispensing
We found the greatest areas of opportunity in pet treats, small container pet food and cat litter.
From the pet shop to the pet’s home
When it comes to pet products, consumers and retailers have similar concerns around packaging. They both want a sure-fire way to keep the product airtight and fresh.
At retail, the majority of pet products are packaged in flexible bags and pouches. If they don’t have hang holes, they have to be carefully arranged on the shelf to keep them upright. They’re also at risk for crushing during shipment. Larger bags can easily be torn and have to be stacked on top of each other for storage and display.
Rigid packaging allows pet treats, food and litter to be more easily, securely and attractively shelved.
At home, pet parents want an ergonomic package that can be gripped with one hand, opened without scissors, cleanly dispensed and easily resealed for later use.
A rigid container is more likely to keep pets from sneaking their way through the pack and helping themselves to a snack, and a clear container helps the pet parent easily gauge how much is left inside.
Aside from the in-use benefits of rigid packaging, a package that is fully recyclable is a huge bonus, as consumers are looking to do their part in protecting the environment.
This journey of discovery into the pet parent and pet product retailer experience opened up new spaces for Ring to offer differentiated value. With a deeper understanding of the pet packaging sector, our company is positioned to develop innovative designs and prototypes that could help transform this part of the industry.
