Survey: Half the world’s consumers would give up ‘convenience packaging’ to help the environment

According to a Nielsen Global Food Packaging Survey, nearly one in two global consumers would give up all forms of packaging provided for Convenience purposes if it would benefit the environment, including: packaging designed for easy stacking/storing at home (49%); packaging that can be used for cooking, or doubling as a re-sealable container (48%); and packaging designed for easy transport (47%).

The survey found consumers 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 labeling, cooking and usage instructions (33%); and packaging that preserved products to make them last longer/stay fresher (34%).

One in ten global consumers was not prepared to give up any aspect of packaging for the benefit of the environment.

“Our survey found consumers’ responses towards packaging reflected regional and lifestyle factors which are all important considerations for FMCG manufacturers,” said Patrick Dodd, President, The Nielsen Company, Europe.
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 would give up packaging designed for stacking and storing at home, and 55% also said they were willing to give up packs that can be cooked in or kept at home as a resealable container.

Among Asians however, 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,” observed Dodd. “Asian lifestyles also determine that Asians were least likely to give up convenience packaging that can be cooked in or kept at home as a resealable container, and easy to transport packaging.”

Over 70% of Finish, Irish, Norwegians and NZ 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. 90% 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,” noted Dodd.

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 sixteen percent 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.