持続可能なパッケージング：消費者の視点と製品の市場機会

Sustainable Packaging Trends: Consumer Perspectives and Product Opportunities

発行	Datamonitor
出版日	2009年04月	商品コード	86411
ページ情報	英文 121 pages
価格	US$ 3,995 換算 ¥ 322,356 (税抜) PDF by E-mail (Single User License) US$ 9,988 換算 ¥ 805,931 (税抜) PDF by E-mail (Global Site License)

概要
原文目次
関連レポート

原文目次

Abstract

Introduction

The majority of consumers in the 15 countries surveyed by Datamonitor in 2008 agreed that contemporary packaging has become excessive. Given that providing more sustainable packaging plays a significant part in meeting customers' expectations, it seems appropriate for industry players to invest to change this perception particularly as packaging will continue to be targeted as wasteful.

Scope of this research

Extensive use of primary data segmented by age, gender and national markets to highlight attitudinal drivers related to sustainable packaging
Consideration of economic factors and their effect on sustainability aspects of waste creation and disposal
Consumer insight showing how consumers put their sustainability views into action and where attitude behavior gaps exist
Detailed action points offering practical examples of recent packaging innovations and usable benchmark opportunities

Research and analysis highlights

Ecological issues are undoubtedly firmly in the mainstream of society with over 75% of consumers stating that protecting the environment is important to them. However, there is a pronounced attitude / behavior gap with around 25% of consumers not acting on their beliefs by buying environmentally-friendly products.

Industry players must ensure that all the routes towards sustainable packaging are evaluated and contribute to broader efforts to educate consumers. For every change to packaging there are both positive and negative consequences to be considered

Many consumers would like to simplify their lives and de-clutter them both emotionally and physically. Packaging which is more sustainable, due to being less excessive and less draining on resources, can be a part of this important de-cluttering process. In that sense, it becomes ' lifestyle supporting' .

Key reasons to purchase this research

Re-visit the core role of packaging and explore the current and future importance of sustainability
Compare the strength and depth of attitudes and behaviors in key national markets and across a variety of demographics
Learn the lessons from the attempts to make packaging more sustainable; both good and bad

OVERVIEW

Catalyst
Summary

THE FUTURE DECODED

INTRODUCTION: Packaging is a vital component of contemporary CPG brands and the emergence of sustainability compounds this reality
- Sustainable packaging can mean a number of things, particularly as it is an evolving concept
- Environmental consequences is one of a number of issues to be addressed in packaging
- Sustainability is an issue the packaging industry is taking seriously but could do more to embrace
- Political interest has further driven the cause of sustainable packaging
- Reduce, reuse, recycle is a message of growing importance that brands must recognize
TREND: Ethics and ecological concerns drive the move towards sustainable packaging
- Ethicality and sustainability are associated with a sense of wellbeing
- Consumers are overwhelmingly convinced of the merits of environmental concern and protection
- The extent to which consumers are actively buying environmentally friendly products does not reflect their stated concern for the environment
- Key takeouts and implications: acting in an ecologically responsible manner is a key draw for consumers that brands need to follow with ever more sustainable forms of packaging
TREND: The global economic downturn is having, and will continue to have, an impact on sustainable packaging issues
- The global economic downturn will compel producers to be more efficient in packaging
- In some instances, recycling has become less commercially attractive in the global economic downturn
- Trading down may mean fewer purchases of packaged food and drinks while additional value consciousness is like to make consumers more sensitive to package shrinkage tactics
- Key takeouts and implications: reducing ' packaging footprints' also has additional revenue boosting benefits beyond satisfying changing consumer expectations
INSIGHT: Sustainable packaging fits well with consumers' desire to ' de-clutter'
- Almost three quarters of consumers ' globally' would like to live a less complicated lifestyle
- Key takeouts and implications: consumers are very much interested in streamlining their lives to make life simpler and less cluttered and this is a need that more sustainable forms of packaging can capitalize on
INSIGHT: Localism and online shopping are key consumer trends with implications for sustainable packaging
- The importance of the link between sustainable packaging and ' localism' becomes apparent wherever examples of over-packaging in supermarket aisles are visible
- Consumers in India, Australia and France are most likely to value local grocery products
- Localism matters more to consumers as they enter later life stages
- Online grocery shopping potentially offers another route to drive sustainable packaging options
- Key takeouts and implications: local production and consumerism has the potential to reduce the need for long-distance transport and packaging making all goods consumed under such a trend more sustainable
INSIGHT: Consumers take good packaging design for granted, showing only mild interest
- Younger consumers are more influenced by packaging design when buying groceries
- Packaging has a greater influence on grocery purchases in the BRIC countries
- Consumers take the role of brand image for granted
- Key takeouts and implications: the relative indifference that consumers show towards packaging design suggests that sustainable packaging benefits could take on added importance from a branding perspective
INSIGHT: Consumers believe that grocery products are excessively packaged but their behavioral response does not fully reflect this perception
There is a widespread perception among global citizens that grocery products are over-packaged
- Agreement that grocery products are over-packaged does not necessarily translate into deep rooted concern for purchases made at the category level
- Many consumers report considering alternatives when they perceive a product has too much packaging
- Issues surrounding packaging and waste are comparatively lower down the list of environmental concerns, and basic product attributes of influence, which partly explains the attitude behavior gap
- Younger consumers are most likely to have altered their behavior in 2008
- Some consumers are willing to pay more for environmental packaging which reflects its' growing importance
- Key takeouts and implications: consumers feel that grocery packaging is excessive and are making consumption adjustments in response so producers must react to ensure packaging is more sustainable
INSIGHT: The desire for more product information and the need to feel confident in product safety potentially conflicts with the desire for less packaging
- Consumers are more aware of the environmental and social impact of the manufacturing process than ever before and therefore aspire for sustainable products that align with their environmental concerns. In recognition of this, industry players are now incorporating sustainability into every aspect of the manufacturing and production cycles - ranging from how materials are sourced to how materials are ultimately used and disposed of. However, there are several contradictions relating to labeling and packaging:
- The growing interest in labeling highlights the importance of health and wellness and knowing the details
- Good packaging ensures that products are moved from source or production to their destination in the best possible condition
- Key takeouts and implications: sustainable packaging does bring other potential compromises

ACTION POINTS

ACTION: Ensure that all the routes towards sustainable packaging are evaluated and contribute to broader efforts to educate consumers
- Make decisions that work for individual companies, brands and regions but try to adopt a broad approach
- Explore the possible future rewards derived from the vast range of sustainable packaging tactics that exist
- Commit to measurable sustainable packaging goals
- Educate consumer to awareness and add impact to the changes being made
ACTION: Maximize the potential of packaging as a vehicle to communicate an ethicality or sustainability message
- Use packaging to highlight brands' ethical credentials, particularly sustainability themed causes that it supports
ACTION: Look for opportunities to reduce ' packaging footprints' by reducing materials
- Test the impact of ergonomic adjustments and try to communicate packaging reduction with broader functionality benefits such as saving space
- Some forms of sustainable packaging need customer buy-in, in order to work properly
- Light-weighting is a specific approach towards reducing material footprints
- Do not compound portion shrinking with wasteful packaging and be careful about consumer backlash to package shrink more generally
- Actual product formulation innovation can also potentially drive sustainable packaging efforts through material reduction while also creating a more justifiable reason for package shrink
- Develop packaging solutions that facilitate more environmentally friendly ingredient formulations
- Target specific gifting occasions and products as these are often times of intensified focus in the media
- Recognize that waste reduction also extends to the core product and not just the packaging materials
- Material savings can also be a broader goal of the wider advertising industry as initiatives such as paperless coupons demonstrate
ACTION: Consider biodegradable packaging alternatives
- Using biodegradable materials can help reduce usage of plastic especially in convenience channels
- Recognize that bio-plastics are also open to criticism
ACTION: Incorporate more reusability and ' returnability' into packaging
- Obtain inspiration from business models and product concepts that promote package re-use
- Consider deposit and return schemes to encourage consumers to be more conscious in post-usage
- Make more packaging reusable by design
- Use refills only where appropriate
- Support consumer efforts to recycle
ACTION: Combine sustainability with traditional core packaging elements
- Ensure that sustainable packaging is a supporting feature and that sustainable packaging facilitates other more important benefits
ACTION: Monitor the inevitable progress made in sustainable packaging innovation using Datamonitor' s Product Launch Analytics

APPENDIX

Additional data
Definitions
Methodology
Further reading and references
- Online resources/databases
Ask the analyst
Datamonitor consulting
Disclaimer

TABLES

Table: Consumer survey: stated importance of living an ethical or sustainable lifestyle in creating a feeling of wellbeing, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: stated importance of protecting the environment, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: stated prevalence of seeking environmentally-friendly products, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: the changing propensity to choose food and beverages, cosmetics and toiletries, household and laundry care and alcoholic drinks on the basis of value/cost, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: stated importance of living a less complicated lifestyle, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: stated importance of buying locally-produced products, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: stated influence of packaging design on food & drink and alcoholic beverage purchase, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: the importance consumers attach to being seen with the right brand, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: consumers' perception of the extent of grocery product over-packaging, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: consumers' perception of the extent of grocery product over-packaging, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Consumer survey: stated concern about over-packaging in household good categories, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: extent of seeking alternative products due to perceived excessive packaging, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Indexed importance of various environmental issues in nine European countries, 2005
Table: Consumer survey: extent of seeking more sustainably packaged products, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table: Consumer survey: willingness to pay more for various packaging features in the US, 2008
Table: Consumer survey: importance of living an ethical or sustainable lifestyle in creating a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Consumer survey: importance of protecting the environment, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Consumer survey: agreement of having purchased eco-friendly groceries more often, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Consumer survey: importance of choosing locally-produced grocery products, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Consumer survey: stated importance of living a less complicated lifestyle, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Consumer survey: level of concern about the amount of packaging of household products, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Consumer survey: extent of having sought products with more environmentally friendly packaging more often, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Consumer survey: level of agreement that consumers will consider alternative products to those excessively packaged, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Consumer survey: perceived influence of packaging design on food and drink purchases, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Consumer survey: perceived influence of packaging design on alcoholic drink purchases, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008
Table: Product launches with sustainable packaging attribute claims by category, as a proportion (%) of overall launches, Asia Pacific, 2003-2008
Table: Product launches with sustainable packaging attribute claims by category, as a proportion (%) of overall launches, Europe, 2003-2008
Table: Product launches with sustainable packaging attribute claims by category, as a proportion (%) of overall launches, US, 2003-2008

FIGURES

Figure: Sustainable packaging can be identified narrowly or broadly and is one of a multitude of issues must be addressed in packaging as a growing number of trends simultaneously shape consumers' packaging expectations
Figure: Political interest in sustainable packaging has helped to boost the media profile of the issue which will, in turn, boost consume awareness
Figure: Sustainable packaging has become an issue of consumer activism in some instances
Figure: Understanding both the drivers and inhibitors of sustainable packaging will allow for better decision making regarding an issue that could potentially re-shape how a company operates
Figure: Ethicality and sustainability are associated with a sense of wellbeing
Figure: Women are slightly more likely to appreciate an ethicality/sustainability in their lives than men
Figure: Protecting the environment is an important value across demographic groups
Figure: More than half of consumers across age and gender groups claim to be actively seeking out environmentally friendly products
Figure: Broader economic forces will have many counter-balancing effects on sustainable packaging
Figure: Shoppers will become more savvy to shrinking pack sizes which makes the ethical stance all the more important
Figure: More than 70% of consumers across 15 countries consider it important to lead a less complicated lifestyle: an issue that relates to sustainable packaging
Figure: The stores facilitating top-up shops should appeal to the overwhelming majority of consumers who are attracted by the idea of living a less complicated lifestyle
Figure: Consumers are expressing a growing preference for things produced locally - something that could have an impact on packaging given the supply chain implications
Figure: The importance of locality as a feature of grocery products increases with age
Figure: Innovative packaging gas been a key feature of premium brands in the last decade
Figure: Younger consumers are more influenced by packaging design when buying groceries
Figure: Consumers in most countries do not perceive packaging design to be a major influence on FMCG purchase choices
Figure: The importance global consumers place on "being seen with the right brand" diminishes with age
Figure: Spanish, Russian and Italian consumers are least conscious of grocery products having "too much packaging"
Figure: The feeling that many grocery products are over-packaged varies by age and less so by gender
Figure: The packaging of household goods is of greatest concern to consumers in the UK
Figure: Over two-fifths of respondents feel the quantity of household goods' packaging is concerning
Figure: Consumers are not willing to compromise hygiene and protection for environmental benefits
Figure: Though UK consumers express concern about excessive packaging, they are less likely to actively hold industry players to account over the issue
Figure: Consumers across demographics report considering alternatives if they perceive a product has too much packaging
Figure: Ethics/sustainability benefits have a comparatively low degree of influence over global consumers' food and beverage choices
Figure: Ethics/sustainability benefits have a comparatively low degree of influence over global consumers' personal and household care choices
Figure: A notable segment of consumers in most countries actively sought more environmental packaging more frequently in 2008
Figure: More than a third of consumers in the 15 countries actively sought products with more environmentally friendly packaging more often in 2008
Figure: Intensifying health concerns lead to more considered choices governed by a heightened reliance on food labels to ascertain the broader benefits can be attained from purchase and usage
Figure: Labeling is not just a food issues: consumers are also influenced by the desire to know about the formulation specifics in personal care choices
Figure: More than half of consumers across four regions show some degree of attentiveness towards the integrity of food purchased in the grocery store
Figure: There are numerous innovation platforms in sustainable packaging
Figure: Educating consumers about sustainability policies increases awareness and adds impact to the changes being made
Figure: Ethical/sustainability themed packaging does not necessarily have to focus on material efficiencies in the supply chain
Figure: Waste reduction is the principle area for implementing sustainable packaging principles
Figure: The Unpackaged store in London harks back to traditional retailing but may not be transferable to a mass-market model
Figure: The trial of new packaging by Kellogg' s is one of several developments in the breakfast category
Figure: Some forms of sustainable packaging need customer buy-in, in order to work properly
Figure: The container principle is a useful guide for all sustainable packaging decisions
Figure: Concentrated detergents are touted as sustainable but could do more to justify their claims
Figure: Cardboard is a viable sustainable packaging material if taken from managed sources and if it is recycled post use
Figure: Reuse of materials can be more sustainable than just recycling alone
Figure: Deposit schemes could make packaging more sustainable
Figure: Sustainable packaging could allow consumers to reuse containers for various uses
Figure: Refill packaging can be sustainable if the facilities exist to recycle it
Figure: Refills are now moving into more product categories
Figure: Recycling bins are one way to encourage recycling, especially in convenience channels
Figure: Method products show that sustainable packaging can be stylish as well as laudable