7 Packaging and Labelling Flashcards
Why do puppy kibble typically have holes in the centre?
To make it difficult for it to vacuum up their food; slow down the dog to prevent bloating
Dog growth rate
As dog gets bigger, it’s fed more food (bc it’s growing); after ~6 months, growth begins to slow down so fed less
Problem with labelling
- what we see on human food packaging isnt necessarily what we see on pet food (nutritional value)
- most list crude protein, fat and fibre but no mention of carbs or kJ
- how to know whether food meets energy requirements?
Gross energy
protein+fat+fibre (energy!! not %)
Cat food: 4.02 MJ/kg
Dog food: 3.10 MJ/kg
Animals food needs
30 kg dog: 6.4 MJ/day
5kg cat: 1.8 MJ/day
Feeding instructions
- most are poor
- some redirect to website; not everyone has the time to search
- increased quality/cost=increased info
Cost of food
- Massive difference between home brand vs royal canin, eukanuba
- main blockers of people seeking correct info is their fear and cost changes for foods being forced onto them
Cost per unit vs cost per day
Cost often poorly understood by people, need to see the bigger picture
Cost per unit=cost of one tin
- dont usually feed the whole can per day
Other drivers of choice (4)
A lot of it is based on psychology; marketing and advertising
1) wording
2) color (green=natural; white/gold=sciency)
3) picture (happy pets)
4) influencer endorsement
Drivers of choice: wording
words that will drive people to buy a particular style:
100% fresh, made locally, 3 meats (even though it doesnt say what meat)
Problems with ‘meat’ products
Most people wont look at ingredients list and will trust the label but for some foods eg. chicken in gravy, “with lamb” theres no mention of the meat in the ingredients list/very far down
- usually will be: other meat, products derived from meat
