Food and beverage labels in general have to walk a delicate line to appeal to the right people, and the growth of the "clean label" movement is one of the factors influencing companies today. Pet food makers may also want to follow this trend, as they highlight why their product is healthy and good for pets. Depending on the size of the container, you may want to emphasize different images or label elements.
A Tucson News Now story gave examples of some of the things that pet owners can look for. These include specific ingredients, such as named protein sources and whole grains. Knowing this, companies could try highlighting these in their packaging, or using images to illustrate them. The source also said that meat as the first ingredient is a good sign, meaning that the product will bring a high amount of protein.
Another essential is the Association of American Feed Control Officials label. This assures buyers that the food meets consumer-friendly standards, so it's a good idea to make it easy to find, however the packaging is laid out.
There's also the buyer demographics to think of. The Boston Globe recently reported that the "Millennial" generation is interested in "premium" ingredients for their pet food. Meat can be marketed with assurances that it's "free range" or treated without antibiotics. Organic fruits and vegetables can also be enticing, as can claims to be healthy for animals, provided they are based in fact.
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