Packaging Preferences 2020

31st July 2020 In Environmental Packaging By Catherine

The European Packaging Preferences 2020 Study gathered responses from 5,900 consumers in 9 countries. What were their perceptions and preferences regarding the different packaging materials? How does this influence buying decisions?

The study revealed that cardboard was the packaging material that won the consumer vote. They identified that it was:

Recyclable
Lightweight
Low Cost
Easy to Open
Less expensive to produce

Corrugated cardboard was also widely recognised for its green credentials; 63% stated it was the best environmental packaging option. The fact that cardboard can be left outside the home for waste collection and recycling made it easy. Respondents also understood that shredded cardboard could be home composted.

Not only were these consumers in favour of paper-based packaging, but they were also trying to avoid plastics. Nearly half were actively supporting brands who were removing plastic from packaging.

The Issue of Excessive Packaging

Most of us now receive online deliveries in cardboard boxes and this is certainly favoured over plastic packaging. Having said this, the issue of excessive packaging was raised. Nearly three-quarters of these consumers preferred to shop from brands that used boxes that best fit the product.

There is simply no point in opting for sustainable cardboard boxes for deliveries and then filling them with plastic bubble wrap, air pockets or polystyrene balls. Not only do these fillers generate considerable packaging waste, but time is also wasted in the packing line. Opting for ‘made-to-fit’ boxes is the way to optimise presentation, logistics and brand reputation.

What if Cardboard Packaging is not Suitable?

There are some products which cannot be packaged in cardboard. In these cases, glass was seen as a good option. Those surveyed rated glass as being protective, reusable and having an appealing look and feel. Metal packaging was recognised for being strong and robust.

If your company is using a bio-degradable plant starch, which closely resembles plastic, make it clear that this is an environmentally friendly product. Clearly inform shoppers, otherwise, they might avoid your products unnecessarily.

Does Packaging Influence Purchasing Decisions?

There is no doubt that we make impulsive decisions based on product packaging. Some intrigues us, attracts our attention and convinces us to give the product a try. How much influence does this have on our purchases?

In a separate study conducted by Kantar, 10,000 consumers rated how five factors informed their shopping decisions. The main priority was value for money. This isn’t necessarily the cheapest product, but the one to offer the best return.

Ease of use, a practical consideration came next, followed by purchasing from a known and reputable brand. Eco-friendly packaging was rated fourth, followed by fresh, innovative brands.

This data suggests that packaging must raise the perception of the product; clearly illustrating its value. Consider how people want to use the product and use packaging design to enhance ease of use could also help. If you are not an established brand, then innovative packaging design and print is the way to go.

If you can offer all of this in sustainable packaging, then you could be onto a winner!

Cardboard Packaging Design

If your brand is ready to give customers what they are asking for, Aylesbury Box Company can assist. Our experienced team combine cardboard engineering, design skills and knowledge of print finishes to create protective and appealing product packaging and mailing boxes.

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Packaging Preferences 2020