News

Half of consumers would give up convenience packaging for green reasons

March 2, 2008

MILAN, Italy — 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 percent); packaging that can be used for cooking, or doubling as a re-sealable container (48 percent); and packaging designed for easy transport (47 percent).

At the other end of the scale, the Nielsen survey found consumers were least willing to give up packaging designed to keep products clean and untouched by others (27 percent); packaging designed to keep products in good condition (30 percent); packaging information in the form of food labeling, cooking and usage instructions (33 percent); and packaging that preserved products to make them last longer/stay fresher (34 percent). 

One in ten global consumers was not prepared to give up any aspect of 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 sixty-percent of Europeans and North Americans would give up packaging designed for stacking and storing at home, and 55 percent 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 percent said they would be prepared to give up stack-and-store packaging and only 39 percent 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," said Patrick Dodd, president, The Nielsen Company, Europe. "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 percent of Finnish, Irish, Norwegians and New Zealand consumers said they would be prepared to give up "stack and store" packaging, and over 65 percent 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.

In Latin America, 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 percent) and North Americans were least prepared to give up packaging for hygiene and protective purposes. 

Thai consumers (27 percent) 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.