Consumer Attitudes Towards Packaging: New Insights and Future Perspectives

Packaging plays a major role when products are purchased. After all, it is the first thing seen before making purchase choices and it is widely recognized that over 50% of purchasing decisions are made at the shelf, or point of purchase. Therefore, packaging that creates differentiation and identity in the relatively homogenous consumer packaged goods industry is highly important.

Report Highlights


The total volume of packaging has grown enormously and now contributes a very significant proportion of the domestic waste stream. Packaging will continue to be targeted as wasteful. Therefore, eco-friendly sustainable packaging that is recyclable, reusable/refillable, and/or made of biodegradable materials will be more sought after. An increasing interest in their health is driving consumers to check package labels with greater regularity. Labelling should not be unnecessarily confusing or misleading in order to hide the poor nutritional/ingredient profile of certain products. The decrease in consumer confidence in food safety is not a result of the number of recalls, but instead the high-profile, long-lasting nature of the safety incidents. Packaging is integral to boosting perceptions of safety and will therefore be an important part of more concerted efforts to regain consumer trust going forward.
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Overview 1
Catalyst 1
Summary 1
EXECUTIVE SUMMARY 2
Sustainability is becoming a key lifestyle priority and impacts shopper attitudes towards packaging 2
Health benefits attributed to packaging are especially important in food and drinks 3
Convenience is still vital to consumers' packaging needs 4
Aging populations have stimulated the need for 'universal design' in packaging 5
Packaging design is important in captivating consumer interest and initiating buying behavior 5
Action Points 6
Table of figures 8
Table of tables 8
The future decoded 9
The role of packaging has evolved with consumer trends 9
TREND: Sustainability is becoming a key lifestyle priority and impacts shopper attitudes towards packaging 10
Consumers have moved into a more reflective and concerned phase of consumption 10
Environmental consumerism is becoming more sophisticated and is driven by five consumer segments 11
Environmental consumerism is driven by five consumer segments 12
Environmental/ ethical attitudes do not always translate into actual behavior 13
Consumers require more education about sustainability led initiatives 13
Packaging has a direct link to environmental consciousness as more consumers look to reduce waste 15
Governments across the globe have set new targets to battle help waste management 15
Consumers are becoming increasingly conscious of waste management and the role packaging plays 16
Consumers are recycling more of their waste 17
Consumers believe products are over packaged 19
Consumers desire less clutter in their lives 19
'Light-weighting' is helping to reduce the volume of packaging waste 19
Consumers are often unable to detect light-weighting 20
Consumers display contradictory attitudes towards the role of packaging 20
Key take-outs and implications: packaging has an important role to play as environmental consumerism gains momentum 21
INSIGHT: Health and sensory benefits attributed to packaging are especially important in food and drinks 22
Food and beverage safety is increasingly important for shoppers 22
Packaging is perceived as being integral to maintaining product safety 23
Consumers are showing extremely favorable attitudes towards, and increased consumption of, fresh food and drinks 23
Freshness is a highly valued packaging attribute 25
Increasing interest in fresh food has only recently being matched by more new product launches 25
Consumers value packaging that enhances the quality or pleasure experienced on consumption 26
'Smart packaging' innovation can help address consumers health and sensory demands 27
Health concerns are driving increasing interest in, and usage of, packaging labels 28
Consumers are spending more time checking labels for nutritional advice 28
Packaging labels can also help to regain consumer trust 29
Key take-outs and implications: packaging offering enhanced freshness, safety and the effective provision of on-pack information will be increasingly desired by consumers 29
INSIGHT: Convenience is still vital to consumers' packaging needs 30
A number of convenience trends impact consumer packaging desires 30
The ready meals market is growing in every global region 30
On-the-go occasions are increasing creating a need for packaging that facilitates such occasions 31
Consumers are increasingly making use of 'top-up' shopping 33
Consumers value packaging design that helps to overcome choice complexity 34
In a bid to reduce choice complexity consumers embrace 'speed shopping' 34
Key take outs and implications: convenient packaging is about both functionality and aesthetics 36
INSIGHT: Aging populations have stimulated the need for 'universal design' in packaging 37
Populations are aging across Europe and the US thereby increasing the need for 'universal packaging' 37
The physical abilities of many consumers are diminishing or simply hindered 38
Chronic rheumatic conditions are becoming more common in older adults and greatly impair consumer ability to use and open products and packaging 38
'Design for all' encompasses a wider range of consumers and will become imperative for future success 40
Key take-outs and implications: universal design should be the basic blueprint against which packaging design is scrutinized 41
INSIGHT: Packaging design is important in captivating consumer interest and initiating buying behavior 41
Packaging design heavily influences overall perceptions of a product and hence brand positioning 42
Upscale packaging designs can add perceived value to the product 43
Packaging designs heavily influence consumer perception of 'cool' 44
Packaging cues are important in creating the "wow factor" for Kids 44
The use of certain colors lead to differing emotive responses 44
Color and emotions are also synonymous with words and expressions 45
Color contrast in packaging is key to ensuring shelf stand-out and capturing consumer attention 46
Package pictures can shape consumer perceptions more rapidly than textual information 47
The structural elements of packaging reflect product personality thereby shaping consumer expectations 47
Key take-outs and implications: ensure that packaging design is at the forefront of brand positioning efforts 48
ACTION POINTS 49
ACTION: Integrate sustainability principles into all packaging design 49
Demonstrate a commitment to reduce packaging your packaging footprint by reducing material waste 49
Use 'light-weighting' alternatives where applicable 51
Avoid falling into the trap that premium must be heavily packaged to stand-out from value offerings 52
Give packaging a 'second use' to enhance reusability 52
Make packaging work harder by identifying dual-function components 53
Educate and inform consumers about your sustainable credentials 53
Develop branded initiatives that enable consumers to more easily identify eco-friendly packages 54
Use in-store signage to educate and communicate about environmental credentials 54
ACTION: Use packaging to help regain consumer trust 55
Develop recognizable and trustworthy labels that are transparent and honest 56
Embrace 'smart packaging' technology to help re-assure consumers about product safety 57
ACTION: Package products in a way that enhances the quality of the consumption experience 57
Enhance food freshness through packaging formats where possible 57
Use packaging to maximize the sensory appeal of the consumption occasion 58
ACTION: Ensure packaging innovations offer convenience and simplicity 59
Target new and growing occasions such as 'on-the-go' 59
ACTION: Embrace principles of 'universal design' to ensure user-friendly concepts 61
ACTION: Use packaging innovation as a way to engage and interact with consumers 62
ACTION: Burst through the clutter in the retail environment to achieve shelf standout 62
Use color and shape to create contrast with competitors 62
Use packaging to create positioning and justify a price premium 63
Visually own the packaging dimension which identifies the key benefit 64
Create a visual impact that enhances consumer awareness 65
APPENDIX 66
Supplementary data 66
Definitions 68
Methodology 68
Further reading and references 69
Ask the analyst 70
Datamonitor consulting 70
Disclaimer 70
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Table 1: Municipal waste generated and recycled by country, Europe & US, 1996, 2001, 2006 18
Table 2: Consumer agreement with statements conveying different attitudes toward packaging, UK 20
Table 3: Consumer survey: the extent to which European and US consumers used nutritional information on product packaging to help make food and drink choices, by country, 2006 29
Table 4: Overall and per person number of on-the-go eating occasions (million), Europe & US, 2006-2011 32
Table 5: Overall and per person number of on-the-go drinking occasions (million), Europe & US, 2006-2011 32
Table 6: Population by age group (m), Europe and US, 2001-2011 38
Table 7: European and US consumer and industry opinion concerning the influence of various factors on (re)gaining consumer trust 55
Table 8: Consumer response to the question: "In general, how influential are the following packaging functions when choosing FOOD products?", Europe, US, 2007 66
Table 9: Consumer response to the question: "In general, how influential are the following packaging functions when choosing BEVERAGE products?", Europe, US, 2007 67
Table 10: Consumer response to the question: "In general, how influential are the following packaging functions when choosing PERSONAL/HOUSEHOLD CARE products?", Europe, US, 2007 68


Figure 1: Packaging innovation is now aligned with a number of consumer mega trends 9
Figure 2: Ethical consumerism is becoming more sophisticated over time 12
Figure 3: Over a third of Europeans and Americans can be considered 'Green Thinkers' 13
Figure 4: A lack of education and clarity creates a bottleneck slowing the migration of consumers toward groups which are willing to seek and pay extra for sustainable products and packaging 14
Figure 5: Positive attitudes towards ethical consumption are beginning to translate into actual behavior 15
Figure 6: Over a quarter of Europeans rank growing waste and the depletion of natural resources as being a main environmental issue 16
Figure 7: Waste management is the environmentally focused action that Europeans are most willing to do 17
Figure 8: Recycling is the third most desirable option for dealing with waste 18
Figure 9: European and American consumer rank eating fresh food as an important dietary approach 25
Figure 10: There are a number of new smart packaging/label innovations entering the market 27
Figure 11: High usage of microwaves reflects consumers' need for convenient solutions 31
Figure 12: Consumers seek products which are both convenient AND healthy 33
Figure 13: European and American consumers are increasingly exhibiting 'top-up shopping' behavior 33
Figure 14: A feeling of 'choice paralysis' often influences shoppers 34
Figure 15: Speed shopping is contributing to a more passive approach to shopping 35
Figure 16: Packaging that incorporates these attributes will appeal to convenience orientated shoppers 36
Figure 17: A number of illnesses and diseases can affect various parts of the body which inhibit consumers' ability to effectively use products and packaging 40
Figure 18: Packaging design plays a big part in shaping consumers' quality expectations, especially when making personal care purchases 43
Figure 19: Certain colors are associated to specific words/concepts 46
Figure 20: Sustainability-led packaging innovation can take many guises 50
Figure 21: Light-weighting lowers waste and raw materials costs 52
Figure 22: Educating consumers about sustainability policies increases awareness and adds impact to the changes being made 54
Figure 23: In-store signage increases the visibility of sustainable products 55
Figure 24: Labeling must be well executed, easy to understand and based on trust 56
Figure 25: Smart packaging can improve product safety 57
Figure 26: Packaging can be used to enhance the fresh appeal of products 58
Figure 27: On-the-go coffee innovation continues to offer more convenience 59
Figure 28: Packaging developed to facilitate on-the-go consumption will continue to be desired by shoppers 60
Figure 29: Design for all concepts can be easily integrated into existing packaging concepts 61
Figure 30: Contrast can be achieved at the shelf through numerous ways 63
Figure 31: Packaging designs can be extremely useful in positioning a product 64
Figure 32: A visual impact can be made by all manner of packaging types 65
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