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FEVE: Consumer Preference & Packaging in Europe European Study

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  1. FEVE: Consumer Preference & Packaging in EuropeEuropean Study Prepared by: InSites Consulting 20, April 2009 VERSION INCLUDING COUNTRY RESULTS

  2. Consumer preference & packaging in EuropeResearch design Glass Plastics Metal beverage cans Metal & tin conserves Beveragecarton

  3. 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

  4. Europeans vote for glass. 74% would recommend glass as a better packaging material.

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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.

  12. Glass has the most outspoken image of all packaging types: classy and with a good preservation of taste.

  13. 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

  14. 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

  15. 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

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

  17. But what drives this preference?

  18. 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

  19. 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)

  20. 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)

  21. Glass has the most outspoken image of all packaging types, but the taste matters more than the image.

  22. 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

  23. 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?

  24. What were the scores awarded by Europeans?

  25. 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

  26. 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)

  27. 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)

  28. 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

  29. 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

  30. 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

  31. 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

  32. 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)

  33. 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

  34. 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

  35. 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

  36. 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

  37. 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)

  38. 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

  39. 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)

  40. 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

  41. 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

  42. 3 things to remember.

  43. 1 Glass is thought to be the green choice.

  44. 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

  45. 2 On a country-level, Germany, Poland, Austria & Turkey believe even more in the advantages of glass.

  46. 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)

  47. 3 There is a demand for more glass packaging, e.g. for product categories such as milk and juices.

  48. 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

  49. Thanks for your attention. Questions?

  50. About usContact details • Nanno Palte • Director Market Insights & Behaviour • Nanno.palte@insites.eu • Tel. +32 9 269.15.17 • Mobile +32 477 69.06.95 • Dennis Claus • Senior Research Consultant • Dennis.claus@insites.eu • Tel. +32 9 269.15.02 • Mobile +32 477 60.17.90 • InSites Consulting • Evergemsesteenweg 195 • B-9032 Gent • Belguim • Tel. +32 9 269.15.00 • Fax. +32 9 269.16.00 • info@insites.eu • www.insites.eu