18 Mar 2008


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How much packaging do shoppers want?

Packaging

Green Retail

Nielsen

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Shoppers want less packaging 18 Mar 2008

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Nielsen's latest global survey on packaging reveals half of the world's 'eco-aware' consumers would give up convenience packaging but are less inclined to forgo packaging that provides hygiene and protection.

A recent Nielsen Global Food Packaging Survey has identified nearly half of 'eco-aware global consumers (shoppers who say stores that “use recyclable bags and packaging are very/quite important when deciding where to do grocery shopping”) would give up all forms of packaging provided for convenience purposes if it would benefit the environment.

This includes: packaging designed for easy stacking/storing at home (49%); packaging that can be used for cooking, packaging that doubles as a re-sealable container (48%) and packaging designed for easy transport (47%).

At the other end of the scale however, the Nielsen survey identified hese global eco-conscious shoppers were least willing to give up packaging designed to keep products clean and untouched by others (27%), packaging designed to keep products in good condition (30%), packaging information in the form of food labelling, cooking and usage instructions (33%) and packaging that preserved products to make them last longer/stay fresher (34%).

One in 10 self-acclaimed 'eco-aware' global consumers said they were not prepared to give up any aspect of product packaging for the benefit of the environment.

Generally, Europeans and North Americans were in agreement on the kinds of packaging they would forego to help the environment.

Nearly 60% of Europeans and North Americans said they would give up packaging designed for stacking and storing at home, and 55% said they were willing to give up packs that can be cooked in or kept at home as a re-sealable container.

Among Asians however, a lower 42% said they would be prepared to give up stack-and-store packaging and only 39% would be prepared to forgo easily transportable packaging.

Asian homes tend to be smaller and have limited storage space, so stack and store options are more practical and preferable.

Asian lifestyles also determine Asians were least likely to give up convenience packaging that can be cooked in or kept at home as a re-sealable container, and easy to transport packaging.

Over 70% of Finish, Irish, Norwegians and Kiwi consumers said they would be prepared to give up stack and store packaging, and over 65% of Irish, Czech and New Zealanders said they would be prepared to give up convenience packaging for the benefit of the environment.

Interestingly, environmentally-aware New Zealanders topped global rankings as the nation most prepared to give up all these packaging aspects for the sake of the environment.

This may in large part be due to high levels of eco-consciousness, including in-store reminders and recyclable bag merchandising by supermarkets, and weekly recyclable rubbish collection instituted by local authorities in most cities.

Asian consumers place a high priority on fresh food. Ninety per cent of urban Asian shoppers go to wet markets to buy their main fresh food and shop as often as 10 times a month at traditional grocery stores.

In Europe, Finnish shoppers visit the supermarket/hypermarket/discounters on average only six times a month, while French, Portuguese, Belgian and Swedish consumers make eight shopping trips per month, according to Nielsen ShopperTrends.

In contrast, Asians' frequent shopping trips for fresh food means they don't tend to buy food with packaging designed to prolong shelf life or preserve food.

In Latin America, the world's most concerned region about climate change, according to Nielsen's global Environmental Concern barometer, consumers were most willing to give up all other types of packaging if it would benefit the environment.

These included packaging which preserved products for a longer shelf life, packaging with included labeling and cooking information as well as packaging which kept products in good condition and packaging for hygiene which kept products clean and untouched.

Overall, the two aspects of packaging that consumers would be reluctant to give up are protective packaging – that keeps products in good condition; and hygienic aspects of packaging – that keeps products clean and untouched by others.

Globally, Europeans (23%) and North Americans were least prepared to give up packaging for hygiene and protective purposes.

Thai consumers (27%) topped global rankings as the nation least likely to give up any aspect of packaging for the sake of the environment, followed by 16% of Japanese.

According to findings from Nielsen's packs@work studies in Asia, Japanese consumers claim aesthetics to be a strong driver of pack preference.

For retailers and the fmcg industry, the results of Nielsen's global packaging survey revealed vast differences between regions when it comes to attitudes towards packaging.

The factors influencing packaging preferences across cultures include whether consumers drive themselves to the shops or if they rely on public transport; the size of their homes and more specifically, storage space in their kitchen.

Cultural food and shopping habits are also main influencers in packaging choice.

As global concern and awareness for the environment continues to grow, consumers around the world are demanding more action from retailers and fmcg manufacturers to protect the environment.

While eco-friendly packaging might not be the top priority for shoppers today, it's certainly a growing priority the food industry cannot ignore.

In fact, according to Nielsen's global Environmental Concerns survey, consumers who said they were very concerned about packaging waste increased more than any other environmental concern (from 31% to 40% between May and November 2007)

According to Nielsen's 360° proprietary pack research system, packs@work™, food retailers and manufacturers are continuously striving to meet consumer demand for more eco-friendly packaging solutions that minimise impact on the environment although for most consumers, this doesn't necessarily translate into a willingness to pay more.

In more eco-conscious countries, Nielsen packs@work studies reveal consumer preference for packaging that is recyclable, biodegradable and safe from a disposal perspective – using materials such as paper, cardboard and/or glass rather than plastic or polystyrene.

Glass packaging for example, is considered to be hygienic, inert, recyclable, tamper proof and has the potential to extend product life.

And its aesthetic appeal provides positive cues about product authenticity, quality and efficacy.

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