Feve consumer preference packaging in europe european study
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FEVE: Consumer Preference & Packaging in Europe European Study. Prepared by:InSites Consulting 20, April 2009. VERSION INCLUDING COUNTRY RESULTS. Consumer preference & packaging in Europe Research design. Glass. Plastics. Metal beverage cans. Metal & tin conserves. Beverage carton.

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FEVE: Consumer Preference & Packaging in Europe European Study

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Feve consumer preference packaging in europe european study

FEVE: Consumer Preference & Packaging in EuropeEuropean Study

Prepared by:InSites Consulting

20, April 2009

VERSION INCLUDING COUNTRY RESULTS


Consumer preference packaging in europe research design

Consumer preference & packaging in EuropeResearch design

Glass

Plastics

Metal beverage cans

Metal & tin conserves

Beveragecarton


Consumer preference packaging in europe sample composition

Consumer preference & packaging in EuropeSample composition

European sample size is 6.200

Field period: september 2008

Sample size of +-500 per country

In all countries sample is

representative for country population on age (18-54 yrs old) and gender.

Austria

Germany

Netherlands

Spain

Greece

Poland

Czech Republic

Turkey

France

Italy

Portugal

UK


Feve consumer preference packaging in europe european study

Europeans vote for glass.

74% would recommend glass as a better packaging material.


Europeans vote for glass recommendation of glass results per country

Europeans vote for glassRecommendation of glass (results per country)

Q : Would you recommend glass as a better packaging material to friends and family?

Recommendation of glass as packaging material is high, though with strong differences between countries.

Europe

UK

The Netherlands

Germany

France

Poland

Austria

Czech

Portugal

Spain

Italy

Greece

Turkey

N = 6200 / F = no filter


Europeans vote for glass but they don t use it for every category

Europeans vote for glassBut they don’t use it for every category

Glass

Highest proportion of glass container usage is for alcoholic beverages.

Proportion of glass container usage compared to other packaging materialsfor this product category

N = 6200 / F = no filter


Packaging usage share of packaging glass 1 2

Packaging usage Share of packaging - Glass (1/2)

Percentages indicate the proportion of glass container usage compared to other packaging materials for each product category.

Europe

UK

Netherlands

Germany

France

Poland

Austria

Czech Rep.

N.M.

N.M.

N = 6200 / F = no filter

N.M.= Not Measured


Packaging usage share of packaging glass 2 2

Packaging usage Share of packaging - Glass (2/2)

Percentages indicate the proportion of glass container usage compared to other packaging materials for each product category.

Europe

Portugal

Spain

Italy

Greece

Turkey

N.M.

N = 6200 / F = no filter

N.M.= Not Measured


Packaging usage this is partly explained by glass outspoken personality

Packaging usageThis is partly explained by glass’ outspoken personality

Q : Which packaging material applies best for each of the following statements?

Glass has the most pronounced image characteristics.

N = 6200 / F = no filter


Packaging usage glass is clearly different from other packaging materials

Packaging usageGlass is clearly different from other packaging materials

Q : Which packaging material applies best for each of the following statements?

quality

best preserves the taste of

offers the most prestige to the

the food or beverage

product

for special occasion

beverages

glass

Glass is perceived as a container for special occasions, offering prestige and the highest (taste and nutrional value) preservation qualities.

plastic

price

convenience

metal tins

The cheapest material

convenient

keeps the content cooler for longer

beverage cartons

beverage cans

N = 6200 / F = no filter


Packaging usage packaging characteristics glass

Packaging usagePackaging characteristics - Glass

Q : Which packaging material applies best for each of the folowing statements? The material I would buy/choose for...

Significantly higher than European average (95% confident interval)

Significantly lower than European average (95% confident interval)

Best image is in Italy, Turkey and Greece.

In UK, Germany, France and Portugal image of glass as container is least positive.


Feve consumer preference packaging in europe european study

Glass has the most outspoken image of all packaging types:

classy and with a good preservation of taste.


Packaging usage europeans would prefer to choose glass more often

Packaging usage Europeans would prefer to choose glass more often

Q : If available in your regular grocery shop, please indicate which type of packaging material you would prefer for each of the following categories?

Q : Please indicate for each of the following products which type of packaging material you use most for this category?

For quite some product categories, there is a discrepancy between the packaging material Europeans would prefer to use (glass) and what they actually use.

N = 6200 / F = no filter


Packaging usage preference juices

Packaging usage Preference – Juices

Q : If available in your regular grocery shop, please indicate which type of packaging material you would prefer for each of the following categories?

Europe

UK

The Netherlands

Germany

France

Poland

Austria

Czech

Portugal

Spain

Italy

Greece

Turkey

N = 6200 / F = no filter


Packaging usage preference milk

Packaging usage Preference – Milk

Q : If available in your regular grocery shop, please indicate which type of packaging material you would prefer for each of the following categories?

Europe

UK

The Netherlands

Germany

France

Poland

Austria

Czech

Portugal

Spain

Italy

Greece

Turkey

N = 6200 / F = no filter


Feve consumer preference packaging in europe european study

A wider availability of glass packaging for categories such as milk & juices would allow consumers to choose their preferred packaging: glass.


Feve consumer preference packaging in europe european study

But what drives this preference?


Reasons for choosing glass reason 1

Reasons for choosing glassReason 1

Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass?

Main reason for using glass as container is taste preservation. Other important reasons are health safety and environment friendliness.

N = 5991 / F = only if glass is used


Packaging usage reasons for using glass

Packaging usage Reasons for using glass

Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass?

Europe

UK

Netherlands

Germany

France

Poland

Austria

Czech Rep.

N = 5991 / F = only if glass is used

Sig. higher than European average (95% confidence interval)

Sig. lower than Europe average (95% confidence interval)


Packaging usage reasons for using glass1

Packaging usage Reasons for using glass

Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass?

Europe

Portugal

Spain

Italy

Greece

Turkey

N = 5991 / F = only if glass is used

Sig. higher than European average (95% confidence interval)

Sig. lower than Europe average (95% confidence interval)


Feve consumer preference packaging in europe european study

Glass has the most outspoken image of all packaging types,

but the taste matters more than the image.


Reasons for choosing glass reason 2 and 3

Reasons for choosing glassReason 2 and 3

Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass?

Main reason for using glass as container is taste preservation. Other important reasons are health safety and environment friendliness.

N = 5991 / F = only if glass is used


Reasons for choosing glass how did the study include the environmental health

Reasons for choosing glassHow did the study include the environmental health?

Each type of packaging material (glass, beverage cartons, metal beverage cans, metal tins and plastics) was scored on 5 characteristics by the participants in this study. These five characteristics together cover the concept of “environmental health”.

KPI #1

Environment friendliness

Food products come in different types of packaging materials. Please select from the list below, the packaging material that you think is the most / least friendly for the environment in general? (% most friendly - % least friendly)

KPI #2

Recyclability

How recyclable do you think the following packaging materials are? Please indicate on the slider (where 0% means nothing can be recycled and 100% means you think that the packaging material can be fully recycled)?

KPI #3

Impact waste material on environment

For the materials that cannot be entirely recycled: To what extent do you think the waste material is harmful to the environment? (% Not harmful)

KPI #4

Pollution impact

Please indicate for each of the following packaging materials to what extent you think these have a high or a low pollution (0% meaning that this packaging material generates no pollution and 100% meaning that this packaging material generates a lot of pollution).

KPI #5

Interaction material with content

From the packaging materials listed below, to what extent do you believe there is a risk of interaction between any food or drink products and their packaging?


Feve consumer preference packaging in europe european study

What were the scores awarded by Europeans?


Impact on environment most least environmentally friendly package

Impact on environmentMost / least environmentally friendly package

Q : Food products come in different types of packaging materials. Please select from the list below, the packaging material that you think is the most / least friendly for the environment in general?

KPI #1

Environment friendliness

Most environmentally friendly

Glass is ranked as the #1 environmentally friendly packaging product. It is perceived by half of the European consumers as being most environmentally friendly.

N = 6200 / F = no filter


Impact on environment most environmentally friendly package per country 1 2

Impact on environmentMost environmentally friendly package – Per country (1/2)

Q : Food products come in different types of packaging materials. Please select from the list below, the packaging material that you think is the most friendly for the environment in general?

Europe

UK

Netherlands

Germany

France

Poland

Austria

Czech Rep.

N = 6200 / F = no filter

Sig. higher than European average (95% confidence interval)

Sig. lower than Europe average (95% confidence interval)


Impact on environment most environmentally friendly package per country 2 2

Impact on environmentMost environmentally friendly package – Per country (2/2)

Q : Food products come in different types of packaging materials. Please select from the list below, the packaging material that you think is the most friendly for the environment in general?

Europe

Portugal

Spain

Italy

Greece

Turkey

N = 6200 / F = no filter

Sig. higher than European average (95% confidence interval)

Sig. lower than Europe average (95% confidence interval)


Impact on environment reasons most environmentally friendly

Impact on environmentReasons most environmentally friendly

Q : Why do you think the chosen material is the most environmentally friendly?

Glass (50%)

Plastics (5%)

Beverage carton (38%)

Metal beverage can (3%)

Metal/tin conserves (2%)

Recyclability is for all materials main reason for choosing it as most environmentally friendly. For glass re-usability is more important compared to other materials.

N = 6200/ F = question asked related to packaging material


Impact on environment most environmentally friendly glass 1 2

Impact on environmentMost environmentally friendly – Glass (1/2)

Q : Why do you think glassis the most environmentally friendly?

Europe

UK

Netherlands

Germany

France

Poland

Austria

Czech Rep.

N = 6200/ F = no filter


Impact on environment most environmentally friendly glass 2 2

Impact on environmentMost environmentally friendly – Glass (2/2)

Q : Why do you think glass is the most environmentally friendly?

Europe

Portugal

Spain

Italy

Greece

Turkey

N = 6200/ F = no filter


Impact on environment recyclability packaging materials

Impact on environmentRecyclability packaging materials

Q : How recyclable do you think the following packaging materials are? Please indicate on the slider (where 0% means nothing can be recycled and 100% means you think that the packaging material can be fully recycled)?

KPI #2

Recyclability

Glass is perceived as being the most recyclable packaging material, almost 90% being recyclable.

89%

Glass

0%

100%

71%

Beverage carton

0%

100%

Metal beverage cans

0%

66%

100%

Metal tins / conserves

0%

64%

100%

Plastic

54%

0%

100%

Totally not recyclable

Fully recyclable

N = 6200 / F = no filter


Impact on environment recyclability packaging materials glass

Impact on environmentRecyclability packaging materials – Glass

Q : How recyclable do you think the following packaging materials are? Please indicate on the slider (where 0% means nothing can be recycled and 100% means you think that the packaging material can be fully recycled)?

Europe

100%

89%

0%

100%

89%

0%

UK

100%

The Netherlands

91%

0%

100%

92%

0%

Germany

100%

85%

0%

France

100%

90%

0%

Poland

100%

91%

0%

Austria

100%

86%

0%

Czech Rep.

100%

91%

Portugal

0%

100%

88%

Spain

0%

100%

91%

Italy

0%

Greece

100%

84%

100%

0%

Turkey

100%

89%

0%

0%

Totally not recyclable

Fullyrecyclable

N = 6200 / F = no filter

Sig. higher than European average (95% confidence interval)

Sig. lower than Europe average (95% confidence interval)


Impact on environment do europeans actually recycle glass

Impact on environmentDo Europeans actually recycle glass?

Q : Can you indicate to what extent you agree with the following statement: I recycle my glass bottles.

KPI #2

Recyclability

86% of the Europeans states that he/she recycles his/her glass bottles on a regular basis.

TOP 2

86%

86%

88%

93%

88%

80%

95%

91%

91%

85%

90%

76%

69%

N = 6200/ F = no filter


Impact on environment waste treatment

Impact on environmentWaste treatment

Q : For the materials that cannot be entirely recycled: how do you think the waste from these packaging materials is being dealt with?

Impact waste material on environment

KPI #3

Awareness of waste treatment of glass is rather low (as for most other packaging materials).

N (Metal tins) = 4863, N (Metal Beverage cans) = 4785, N ( Plastics) = 5305, N (Glass) = 2741, N (Beverage carton) = 4480

F = only if not 100% recyclable


Impact on environment waste treatment glass

Impact on environmentWaste treatment – Glass

Q : For the materials that cannot be entirely recycled: how do you think the waste from these packaging materials is being dealt with?

Europe

15%

13%

40%

33%

UK

7%

33%

36%

24%

The Netherlands

14%

7%

61%

18%

Germany

4%

33%

46%

France

13%

11%

34%

42%

Poland

14%

12%

47%

27%

Austria

21%

8%

26%

45%

Czech

23%

15%

11%

51%

Portugal

8%

12%

62%

18%

Spain

4%

9%

45%

43%

Italy

8%

13%

35%

43%

Greece

30%

23%

31%

16%

Turkey

13%

8%

60%

19%

Litter, not dealt with

Landfills, placed in the ground for natural degradation

Incineration

Can't say

N = 2741 / F = only if not 100% recyclable


Impact on environment harmfulness waste

Impact on environmentHarmfulness waste

Q : For the materials that cannot be entirely recycled: To what extent do you think the waste material is harmful to the environment?

Pollution impact

KPI #3

Glass is perceived as having the least harmful waste material.

N (Metal tins) = 4863, N (Metal Beverage cans) = 4785, N ( Plastics) = 5305, N (Glass) = 2741, N (Beverage carton) = 4480

F = only if not 100% recyclable


Impact on environment harmfulness waste glass

Impact on environmentHarmfulness waste – Glass

Q : For the materials that cannot be entirely recycled: To what extent do you think the waste material is harmful to the environment?

N = 2741 / F = only if not 100% recyclable

Sig. higher than European average (95% confidence interval)

Sig. lower than Europe average (95% confidence interval)


Impact on environment pollution

Impact on environmentPollution

Q : Please indicate for each of the following packaging materials to what extent you think these have a high or a low pollution (0% meaning that this packaging material generates no pollution and 100% meaning that this packaging material generates a lot of pollution)

KPI #4

Pollution impact

Glass is perceived as lowest pollution packaging material.

73%

Plastics

0%

100%

0%

57%

100%

Metal tins

0%

100%

57%

Metal beverage cans

0%

100%

43%

Beverage carton

29%

0%

100%

Glass

No pollution

A lot of pollution

N = 6200 / F = no filter


Impact on environment pollution glass

Impact on environmentPollution - Glass

Q : Please indicate for each of the following packaging materials to what extent you think these have a high or a low pollution (0% meaning that this packaging material generates no pollution and 100% meaning that this packaging material generates a lot of pollution

100%

0%

29%

Europe

100%

UK

38%

0%

The Netherlands

25%

100%

0%

Germany

100%

25%

0%

France

33%

100%

0%

Poland

23%

100%

0%

100%

27%

0%

Austria

Czech Rep.

27%

100%

0%

Portugal

43%

100%

0%

100%

0%

Spain

34%

Italy

24%

100%

0%

Greece

100%

29%

100%

0%

0%

Turkey

19%

100%

0%

No pollution

A lot of pollution

N = 6200 / F = no filter

Sig. higher than European average (95% confidence interval)

Sig. lower than Europe average (95% confidence interval)


Impact on health risks

Impact on healthRisks

Q : From the packaging materials listed below, to what extent do you believe there is a risk of interaction between any food or drink products and their packaging?

KPI #5

Interaction material with content

For glass the interaction of food and drink products with the packaging is perceived to be very low.

Plastic

0%

51%

100%

Metal tins

0%

50%

100%

Metal beverage cans

0%

46%

100%

Beverage carton

27%

0%

100%

Glass

9%

0%

100%

I do not believe at all

I fully believe

N = 4814 / F = only if impact on health


Impact on health risks glass

Impact on healthRisks – Glass

Q : From the packaging materials listed below, to what extent do you believe there is a risk of interaction between any food or drink products and their packaging?

9%

Europe

100%

0%

100%

UK

8%

0%

100%

9%

The Netherlands

0%

7%

Germany

100%

0%

100%

10%

0%

France

100%

6%

0%

Poland

100%

6%

0%

Austria

100%

7%

0%

Czech Rep.

100%

15%

0%

Portugal

100%

11%

0%

Spain

100%

7%

0%

Italy

100%

12%

100%

Greece

0%

11%

Turkey

100%

0%

I fully believe

0%

I do not believe at all

Sig. higher than European average (95% confidence interval)

Sig. lower than Europe average (95% confidence interval)

N = 4814 / F = only if impact on health


Feve consumer preference packaging in europe european study

3 things to remember.


Feve consumer preference packaging in europe european study

1

Glass is thought to be the green choice.


Three things to remember 1 glass is the green choice

Three things to remember1. Glass is the green choice

  • Figures (1-5) indicate ranking position on KPI.

  • The higher the ranking, the more positive

  • The lower the ranking the more positive

Metal beverage cans

Beverage carton

Metal/tin conserves

Glass

Plastics

1

3

2

4

5

Environment friendliness (a)

1

3

2

4

5

Recyclability (a)

1

4

2

3

5

Impact waste material on environment (a)

5

3

4

2

1

Pollution impact (b)

Interaction material with content (b)

5

3

4

2

1


Feve consumer preference packaging in europe european study

2

On a country-level, Germany, Poland, Austria & Turkey

believe even more in the advantages of glass.


Three things to remember 2 some countries think glass is greener than others

Three things to remember2. Some countries think glass is greener than others

UK

NL

GE

FR

PL

AU

CZ

PT

SP

IT

GR

TU

Environment friendliness

Recyclability

Impact waste material on environment

Pollution impact

Interaction material with content

Significant better performance than European average (95% confidence interval)

Significant lower performance than European average (95% confidence interval)


Feve consumer preference packaging in europe european study

3

There is a demand for more glass packaging, e.g. for

product categories such as milk and juices.


Three things to remember 3 glass is often preferred but unavailable

Three things to remember3. Glass is often preferred, but unavailable

Q : If available in your regular grocery shop, please indicate which type of packaging material you would prefer for each of the following categories?

Q : Please indicate for each of the following products which type of packaging material you use most for this category?

This slide is a copy of slide 10 in this document.

N = 6200 / F = no filter


Feve consumer preference packaging in europe european study

Thanks for your attention.

Questions?


About us contact details

About usContact details

  • Nanno Palte

    • Director Market Insights & Behaviour

    • [email protected]

    • Tel. +32 9 269.15.17

    • Mobile +32 477 69.06.95

  • Dennis Claus

    • Senior Research Consultant

    • [email protected]

    • Tel. +32 9 269.15.02

    • Mobile +32 477 60.17.90

  • InSites Consulting

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    • B-9032 Gent

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