Carbon, packaging and proof: making sustainability claims that stand up
Sustainability claims are everywhere on pet food packs — but regulators and buyers now expect evidence. What the data show about pet food’s footprint, what is changing for packaging, and how to build claims you can defend.
- UK dog foods differ up to 65-fold in greenhouse-gas emissions.
- The EU Packaging and Packaging Waste Regulation entered into force in 2025, with recycled-content targets from 2030.
- Recyclable claims now appear on about a quarter of launches.
- Measured data — life-cycle assessment and pack testing — should come before the claim.
01What drives a pet food’s footprint
A study of nearly 1,000 UK dog foods found up to a 65-fold difference in greenhouse-gas emissions between products, with ingredient choice the main driver; dog food ingredients were estimated at about 0.9–1.3% of UK emissions 1. Recipe decisions — protein sources, by-products and upcycled ingredients — matter more than any single pack change.
02Packaging rules are tightening
The EU Packaging and Packaging Waste Regulation (PPWR) entered into force in 2025. It sets recycled-content targets for plastic packaging from 2030, which will affect the multi-layer films and pouches common in pet food 2. Pack changes can affect shelf life, so new formats need to be tested with the product inside.
03Claims that stand up
Do
- Base footprint claims on a product life-cycle assessment.
- Name the specific benefit (e.g. recyclable where facilities exist).
- Keep the evidence file with the claim.
- Test new packs for shelf life and seal integrity.
Avoid
- Vague terms like “eco-friendly” without evidence.
- Claims about the whole product based on one ingredient.
- Recyclable claims where collection does not exist.
- Assuming a greener pack protects food as well.
Launch data show recyclable-packaging claims on about 26% of launches, so undifferentiated claims no longer stand out 3. Upcycled ingredients are also gaining attention as validated nutrition sources 4.
04Where to start
Sustainability checklist
- Map where your footprint comes from, ingredient by ingredient.
- Consider lower-impact and upcycled proteins.
- Plan pack changes with shelf-life testing.
- Build claim evidence before artwork.
Recipe choices drive most of the footprint. Measure first, then claim — and test every new pack for shelf life.
05Questions brands ask
What matters most for carbon footprint?
Ingredient choice — especially protein sources — has the biggest effect, according to UK research.
Can I call my pack recyclable?
Only where the claim is specific and collection and recycling facilities exist in the market.
Sources
- PetfoodIndustry (Jan 2026). Study: premium dog foods generate higher greenhouse gas emissions. Source ↗
- GlobalPETS (2025). How the global pet sector is preparing for PPWR. Source ↗
- PetfoodIndustry (2026). 5 trends driving pet food innovation in 2026. Source ↗
- PetfoodIndustry (2026). Upcycled ingredients offer validated nutrition. Source ↗
Evidence reviewed by the Guires Pet Nutrition Lab scientific team. This article is general information for product developers and is not legal or veterinary advice.
How to cite this article
Choose your referencing style, then copy. Check your university’s, journal’s or regulator’s guide for local variations.
Guires Pet Nutrition Lab. (2026, September 22). Carbon, packaging and proof: making sustainability claims that stand up. Guires Pet Nutrition Lab Insights. https://www.petnutritionlab.com/insights/sustainability-packaging
Guires Pet Nutrition Lab. “Carbon, packaging and proof: making sustainability claims that stand up.” Guires Pet Nutrition Lab Insights, 22 Sep. 2026, www.petnutritionlab.com/insights/sustainability-packaging. Accessed [date].
Guires Pet Nutrition Lab (2026) Carbon, packaging and proof: making sustainability claims that stand up. Available at: https://www.petnutritionlab.com/insights/sustainability-packaging (Accessed: [date accessed]).
Guires Pet Nutrition Lab. “Carbon, packaging and proof: making sustainability claims that stand up.” Guires Pet Nutrition Lab Insights. September 22, 2026. https://www.petnutritionlab.com/insights/sustainability-packaging.
Guires Pet Nutrition Lab, ‘Carbon, packaging and proof: making sustainability claims that stand up’, Guires Pet Nutrition Lab Insights, 22 September 2026, <https://www.petnutritionlab.com/insights/sustainability-packaging>, accessed [date accessed].
Guires Pet Nutrition Lab. Carbon, packaging and proof: making sustainability claims that stand up [Internet]. Guires Pet Nutrition Lab Insights; 2026 Sep 22 [cited [date]]. Available from: https://www.petnutritionlab.com/insights/sustainability-packaging
Guires Pet Nutrition Lab, “Carbon, packaging and proof: making sustainability claims that stand up,” Guires Pet Nutrition Lab Insights, Sep. 22, 2026. [Online]. Available: https://www.petnutritionlab.com/insights/sustainability-packaging
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title = {{Carbon, packaging and proof: making sustainability claims that stand up}},
year = {2026},
month = sep,
howpublished = {\url{https://www.petnutritionlab.com/insights/sustainability-packaging}},
note = {Guires Pet Nutrition Lab Insights}
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This article summarises published evidence for product developers. Cite the original sources above for specific findings, and do not reproduce this article as your own work.
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