The Perfect Match: Sustainable Packaging and the Growing Generational Pet Care Market

Fueled by Millennials and Gen Z, the pet care market is booming with those who treat their pets like family. The humanization of pets continues to influence the industry, and pet owners are eager to invest in products that meet their heightened expectations for pet care, with their pets’ wellbeing top of mind. However, rising prices still impact purchasing decisions, which continue to emphasize a focus on essentials (Mintel).  

Simultaneously, these generations are leading the charge in sustainability, seeking green solutions across all aspects of their lives—including pet food and treat packaging. This presents a unique opportunity for pet care brands to align with consumer demand by offering sustainable, high-quality packaging that meets modern expectations for both premiumization and environmental responsibility. 

The pet care industry has seen rapid expansion in recent years. The market size in the U.S. is estimated at $152 billion and is poised to grow at >5% in the long-term (Mintel). 75% of Americans own a pet (Mintel), and notably, Millennials and Gen Z report spending more on their pets in the past year. These generations are displaying a major interest in sustainability and the environment, which has translated to increased expectations of brands and shifts in the purchasing behaviors of pet owners. 

The Overlap: Premiumization and Sustainability 

Modern pet parents aren’t just looking for the most economical option — they want high-quality ingredients, premium branding, and packaging that reflects their values. That’s where sustainable packaging can play a key role: 

• Sustainable Living – 63% of pet owners are interested in learning how to be more sustainable when it comes to their pet (Mintel) 

• Sustainable Packaging Innovations: Pet brands can highlight efforts to use renewable materials, reduce virgin plastic content, and invest in recyclable solutions.  

• Convenience and Variety: Pet owners want ready-to-serve solutions like single-serve pouches and pre-portioned meals, formats which would ideally be available in sustainable materials. 

• Premiumization through Packaging: High-impact graphics, matte finishes, and QR codes that link to sustainability information or brand storytelling can enhance perceived value.  

Going Commercial: Sustainable Pet Packaging in Action 

Several major pet food brands are already shifting towards sustainable packaging solutions. Recently, we have seen a shift in brand interest towards introducing flexible packaging that does not compromise performance and product protection. Other brands are piloting compostable and paper-based packaging or new sustainable materials to reduce their overall carbon footprint.  

Collaborating with like-minded suppliers that emphasize sustainable innovation is essential when participating in the 2025 sensible sustainability trend. Products backed by verified sustainability claims consistently outpace their non-sustainable counterparts, showing 1.5% higher growth in recent years. Pet care stands out as the fastest-growing sustainability-focused category, highlighting the potential for other industries to capitalize on similar trends. 

For brands in the pet care space, now is the time to adopt sustainability as a competitive advantage. Younger consumers who love their pets will support companies that embrace innovative recyclable and renewable solutions.