Sustainable Converting Consumers call for clear changes


A new study, commissioned by Pro Carton, shows that the environmental impact of a product’s packaging affects consumers purchasing decisions


encouraging brands to use sustainable packaging, with 7 in 10 of 19-39 year olds claiming the environmental impact of a products packaging affects their purchasing decisions, according to a new survey. The European Consumer Packaging


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Perceptions study commissioned by Pro Carton, the European Association for Carton and Cartonboard manufacturers, has shown that 77 per cent of European shoppers are willing to pay a premium for sustainable packaging. In the UK, consumers are slightly less likely to part with their cash overall, although two thirds (64 per cent) would still pay extra for more environmentally friendly packaging.


OCEAN POLLUTION The drive for change is further demonstrated by almost half of UK shoppers saying they have reduced their use of plastic packaging in the last year, with 72 per cent acknowledging they have been influenced by the media attention about packaging making its way into our oceans. In the UK, 63 per cent of those surveyed


recognised carton board and cardboard as being the most environmentally friendly form of packaging followed by glass with 24 per cent. In fact, 85 per cent of British consumers said they would prefer to buy a product packed in cartonboard than plastic.


NOT ENOUGH, SAY CONSUMERS However, the research revealed that more than two-thirds of consumers in the UK think retailers and brands are not taking the necessary steps to introduce more environmentally-friendly forms of


convertermag.co.uk


ighty nine per cent of UK consumers would choose to shop at a supermarket or retailer actively


packaging, with only 17 per cent of over 50s who think retailers are doing enough. Overall, consumers north of the border, in Scotland, were the least impressed, with just 15 per cent believing enough is being done.


UNNECESSARY PACKAGING Furthermore, the report suggests that non- recyclable packaging and unnecessary packaging are the two most pertinent reasons for people changing brands. Despite efforts from retailers to demonstrate long-term sustainability plans, consumers no doubt want to see more active changes from unsustainable packaging to sustainable. These shortfalls across all the countries polled highlight an opportunity for brands to gain a competitive advantage by investing in pack formats that meet today’s demand.


READILY AVAILABLE SOLUTIONS Knowing that 89 per cent of UK consumers would choose to shop at a retailer that was pro-actively encouraging more environmentally-friendly packaging, the pressure mounts on retailers to respond to the call for change. Added to which nearly nine out of 10 in the UK want more information on-pack about the environmental credentials of the packaging. Speaking about the research, Tony


Hitchin, general manager at Pro Carton, says: “There is much that the FMCG sector needs to do in order to move towards a truly circular economy. Retailers and brands that invest in more sustainable forms of packaging and actively promote their environmental achievements will surely, long term, see the benefit in terms of brand loyalty and market share.” uprocarton.com


KEY FINDINGS


● 68 per cent of European consumers admit that making environmentally friendly decisions has become more important to them over the past five years


● Recycling is on the rise with 69 per cent of consumers recycling more waste in the last 12 months


●More than half of all consumers identify cardboard/ cartonboard as the most environ- mental and recyclable form of packaging.


● Three quarters (75 per cent) admit that the environmental impact of a product’s packaging affects their purchasing decision


● 64 per cent of consumers think retailers and brands are not doing enough to introduce environmentally friendly packaging


● 77 per cent of consumers would pay a premium for more environmentally friendly packaging


●More than half of all consumers have switched brands because of packaging - non-recyclable and unnecessary packaging are the most common reasons for change


● Over half of all consumers support a tax to force brands and retailers to adopt more environmentally friendly packaging – only 17 per cent disagreed


● 90 per cent of consumers want on-pack labelling to demonstrate environmentally friendly packaging, while 71 per cent want guidance from government


November 2018 39


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