Labels Are Powerful Storytellers of Consumer Behavior

The latest edition of the Osservatorio Immagino by GS1 Italy confirms a clear message: pet food labels are no longer just compliance tools — they are powerful storytellers of consumer behavior.

Transparent, informative on-pack claims are shaping purchasing decisions across FMCG. From “free from” to “rich in,” consumers are actively reading, comparing and rewarding brands that communicate clearly and credibly.

At the same time, innovation is accelerating — especially in emerging segments like snacks, where new launches show higher levels of functional ingredients, proteins and targeted claims, responding to evolving lifestyle needs.

• 149,000+ products analyzed
• €56.9 billion in sell-out monitored
• 100+ label variables tracked

For REFINE Pet Foods, this is not a trend — it’s a strategic direction.
Clear ingredient lists, functional formulations, purposeful fats, high-quality animal proteins, and claims that reflect real nutritional value (not marketing noise): our approach is fully aligned with the growing demand for transparency and meaningful innovation.

Because today, even in pet food, informed consumers choose brands that explain what’s inside — and why it matters.