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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. - PowerPoint PPT Presentation
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FEVE: Consumer Preference & Packaging in EuropeEuropean Study
Prepared by: InSites Consulting
20, April 2009
VERSION INCLUDING COUNTRY RESULTS
VERSION INCLUDING COUNTRY RESULTS
2Consumer Preference & Packaging in Europe© In
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Consumer preference & packaging in EuropeResearch design
Glass
Beveragecarton
Plastics
Metal beverage
cans
Metal & tin
conserves
3Consumer Preference & Packaging in Europe© In
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Consumer preference & packaging in EuropeSample composition
Austria
Czech Republic
France
Greece
Italy
Netherlands
Poland
Portugal
Spain
Turkey
UK
Germany
Sample size of +-500 per country
In all countries sample is representative for country population
on age (18-54 yrs old) and gender.
European sample size is 6.200
Field period: september 2008
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Europeans vote for glass.74% would recommend glass as a better packaging material.Europeans vote for glass.74% would recommend glass as a better packaging material.
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Europeans vote for glassRecommendation of glass (results per country)
Q : Would you recommend glass as a better packaging material to friends and family?
N = 6200 / F = no filter
38%
24%
17%
22%
29%
49%
25%
44%
30%
29%
56%
48%
82%
36%
39%
35%
40%
35%
41%
41%
39%
36%
44%
35%
37%
13%
19%
27%
35%
30%
27%
8%
26%
12%
25%
21%
9%
11%
3%
5%
8%
12%
8%
7%
6%
5%
7%
4%
3%
3%
Total
UK
The Netherlands
Germany
France
Poland
Austria
Czech Republic
Portugal
Spain
Italy
Greece
Turkey
Definitely Probably Maybe yes, maybe no Probably not Definitely not
Europe
UK
The Netherlands
Germany
France
Poland
Austria
Czech
Portugal
Spain
Italy
Greece
Turkey
Recommendation of glass as packaging material is high, though with strong differences between countries.
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Europeans vote for glassBut they don’t use it for every category
GlassGlass
N = 6200 / F = no filter
Highest proportion of glass container usage is for alcoholic
beverages.
Proportion of glass container usage compared to other packaging materialsfor this product category
95%
94%
87%
80%
62%
60%
57%
54%
25%
25%
24%
18%
10%
9%
7%
7%
Spirits
Wine
Sparkling wine
Beer
Condiments
Cold sauces
Baby food
Cooking sauces
Juices
Soft drinks
Vegetables
Water
Yoghurts
Desserts
Ready to eat soups
Milk
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EuropeEurope UKUK NetherlandsNetherlands GermanyGermany FranceFrance PolandPoland AustriaAustria Czech Rep.Czech Rep.
Packaging usage Share of packaging - Glass (1/2)
N = 6200 / F = no filter N.M.= Not Measured
95%
95%
91%
63%
66%
63%
58%
86%
11%
21%
5%
10%
1%
7%
2%
9%
96%
95%
87%
88%
50%
54%
56%
36%
15%
15%
59%
12%
2%
4%
8%
4%
97%
98%
98%
96%
66%
79%
79%
38%
36%
36%
38%
39%
18%
12%
3%
9%
96%
98%
97%
84%
79%
59%
61%
61%
43%
13%
25%
7%
26%
21%
13%
2%
96%
96%
79%
38%
61%
58%
51%
38%
42%
21%
17%
1%
3%
19%
9%
93%
97%
97%
86%
78%
69%
74%
51%
25%
20%
14%
28%
10%
8%
8%
5%
96%
95%
90%
60%
53%
82%
37%
11%
13%
35%
8%
18%
5%
10%
4%
Percentages indicate the proportion of glass container usage compared to other packaging materials for each product category.
95%
94%
87%
80%
62%
60%
57%
54%
25%
25%
24%
18%
10%
9%
7%
7%
Spirits
Wine
Sparkling wine
Beer
Condiments
Cold sauces
Baby food
Cooking sauces
Juices
Soft drinks
Vegetables
Water
Yoghurts
Desserts
Ready to eat soups
Milk
N.M. N.M.
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EuropeEurope PortugalPortugal SpainSpain ItalyItaly GreeceGreece TurkeyTurkey
Packaging usage Share of packaging - Glass (2/2)
N = 6200 / F = no filter N.M.= Not Measured
95%
91%
80%
89%
58%
47%
47%
55%
22%
22%
6%
21%
7%
5%
2%
3%
95%
89%
54%
58%
77%
55%
60%
49%
26%
20%
28%
14%
14%
13%
2%
3%
93%
92%
94%
87%
74%
66%
66%
75%
30%
31%
10%
21%
8%
6%
7%
9%
95%
90%
83%
63%
63%
52%
22%
36%
7%
21%
7%
25%
2%
2%
5%
8%
87%
88%
76%
35%
50%
47%
50%
37%
43%
23%
14%
12%
12%
5%
19%
95%
94%
87%
80%
62%
60%
57%
54%
25%
25%
24%
18%
10%
9%
7%
7%
Spirits
Wine
Sparkling wine
Beer
Condiments
Cold sauces
Baby food
Cooking sauces
Juices
Soft drinks
Vegetables
Water
Yoghurts
Desserts
Ready to eat soups
Milk
N.M.
Percentages indicate the proportion of glass container usage compared to other packaging materials for each product category.
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Packaging usageThis is partly explained by glass’ outspoken personality
Q : Which packaging material applies best for each of the following statements?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Special occasion
Offers the most prestige to the product.
Best preserves the taste of the food or beverage.
Best preserves the nutritional values of the food.
In-home non-alcoholic beverage if no price differential
Keeps the content cooler for longer.
On-the-go non-alcoholic beverage if no price differential
Convenience
The cheapest material.
0%10
%20
%30
%40
%50
%60
%70
%80
%90
%10
0%
Sp
ecia
l occ
asio
n
Offe
rs th
e m
ost
pre
stig
e to
the
prod
uct.
Bes
t pre
serv
es th
e ta
ste
of t
he
food
or b
ever
age.
Bes
t pre
serv
es th
e n
utrit
iona
l val
ues
of t
he
food
.
In-h
ome
non
-alc
ohol
ic b
ever
age
if n
o p
rice
diff
eren
tial
Kee
ps
the
cont
ent c
oole
r fo
r lo
nger
.
On
-th
e-go
non
-alc
ohol
ic b
ever
age
if n
o p
rice
diff
eren
tial
Co
nve
nien
ce
Th
e ch
eape
st m
ater
ial.
Glass Plastics Beverage carton Metal beverage cans Metal tins
N = 6200 / F = no filter
Glass has the most pronounced image characteristics.
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Packaging usageGlass is clearly different from other packaging materials
Q : Which packaging material applies best for each of the following statements?
for special occasion beverages
convenient The cheapest material
offers the most prestige to the product
best preserves the taste of the food or beverage
keeps the content cooler for longer
metal tinsmetal tins
beverage cans
beverage cans
beverage cartons
beverage cartons
priceprice plasticplastic
glassglass
convenienceconvenience
qualityquality
N = 6200 / F = no filter
Glass is perceived as a container for special occasions, offering prestige and the highest (taste and nutrional
value) preservation qualities.
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Packaging usagePackaging characteristics - Glass
Significantly higher than European average (95% confident interval)
Statements Europe UKThe
Nether-lands
Germany France Poland Austria Czech Portugal Spain Italy Greece Turkey
Special occasion 86% 81% 86% 89% 83% 80% 91% 91% 90% 85% 90% 84% 77%
Offers the most prestige to the product 73% 67% 68% 66% 81% 75% 69% 70% 59% 81% 84% 80% 79%
Best preserves the taste of the food or beverage 69% 52% 76% 72% 61% 82% 73% 78% 40% 66% 81% 61% 83%
Best preserves the nutritional values of the food 51% 36% 55% 39% 41% 73% 49% 59% 23% 42% 71% 48% 73%
In-home non alcoholic beverage consumption if there was no price differential 49% 43% 39% 50% 29% 42% 50% 44% 38% 51% 61% 51% 82%
Keeps the content cooler for longer 43% 35% 56% 37% 30% 46% 42% 40% 24% 40% 59% 48% 53%
On-the go non alcoholic beverage if there was no price differential 26% 26% 18% 23% 11% 19% 24% 8% 20% 33% 35% 34% 57%
Convenience 13% 14% 14% 10% 9% 9% 9% 15% 11% 9% 19% 11% 25%
The cheapest material. 7% 8% 9% 10% 8% 6% 6% 6% 7% 6% 8% 5% 9%
Significantly lower than European average (95% confident interval)
Q : Which packaging material applies best for each of the folowing statements? The material I would buy/choose for...
Best image is in Italy, Turkey and Greece.In UK, Germany, France and Portugal image of
glass as container is least positive.
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Glass has the most outspoken image of all packaging types: classy and with a good preservation of taste.
Glass has the most outspoken image of all packaging types: classy and with a good preservation of taste.
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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?
N = 6200 / F = no filter
Q : Please indicate for each of the following products which type of packaging material you use most for this category?
78%
73%
61%
57%
48%
36%
31%
15%
14%
14%
13%
11%
5%
5%
4%
4%
79%
75%
70%
62%
56%
46%
42%
29%
26%
45%
44%
45%
38%
40%
22%
28%
Wine
Spirits
Beer
Sparkling wine
Condiments
Cold sauces
Cooking sauces
Vegetables
Baby food
Juices
Soft drinks
Water
Yoghurts
Milk
Ready to eat soups
Desserts
Most used Preference
For quite some product categories, there is a discrepancy between the packaging material Europeans would prefer to
use (glass) and what they actually use.
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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?
N = 6200 / F = no filter
45%
35%
36%
47%
43%
63%
47%
31%
27%
49%
61%
38%
61%
12%
24%
14%
18%
14%
4%
18%
9%
18%
7%
9%
3%
4%
38%
34%
46%
28%
37%
30%
28%
54%
50%
39%
23%
55%
32%
3%
4%
3%
6%
4%
5%
5%
3%
4%
Total
UK
The Netherlands
Germany
France
Poland
Austria
Czech
Portugal
Spain
Italy
Greece
Turkey
Glass Plastics (e.g. PET) Beverage carton (e.g. Tetrapak) Metal beverage cans Metal tins Do not use category
Europe
UK
The Netherlands
Germany
France
Poland
Austria
Czech
Portugal
Spain
Italy
Greece
Turkey
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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?
N = 6200 / F = no filter
40%
37%
33%
41%
31%
52%
47%
41%
10%
38%
57%
39%
54%
10%
35%
10%
8%
16%
5%
9%
6%
6%
5%
11%
3%
3%
46%
22%
49%
47%
47%
39%
40%
50%
80%
53%
25%
53%
40%
3%
7%
4%
4%
3%
3%
3%
3%
5%
Total
UK
The Netherlands
Germany
France
Poland
Austria
Czech
Portugal
Spain
Italy
Greece
Turkey
Glass Plastics (e.g. PET) Beverage carton (e.g. Tetrapak) Metal beverage cans Metal tins Do not use category
Europe
UK
The Netherlands
Germany
France
Poland
Austria
Czech
Portugal
Spain
Italy
Greece
Turkey
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A wider availability of glass packaging for categories such as milk & juices would allow consumers to choose their preferred packaging: glass.
A wider availability of glass packaging for categories such as milk & juices would allow consumers to choose their preferred packaging: glass.
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But what drives this preference?But what drives this preference?
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Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass?
Reasons for choosing glassReason 1
N = 5991 / F = only if glass is used
56%
48%
45%
37%
32%
26%
21%
14%
4%
3%
It preserves taste best
Because it is a packaging material that is safe for your health
Because it is the least harmful packaging material for the environment
It keeps the food or beverage fresh longer
Because it is more tasteful (appealing)
Because it has more style
It’s the packaging type of my favourite brand
It’s the only packaging material available in my regular shop
Other
I have no idea
Main reason for using glass as container is taste preservation. Other important
reasons are health safety and environment friendliness.
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44%
14%
30%
24%
39%
22%
26%
22%
4%
6%
Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass?
Packaging usage Reasons for using glass
EuropeEurope UKUK NetherlandsNetherlands GermanyGermany FranceFrance PolandPoland AustriaAustria Czech Rep.Czech Rep.
58%
54%
52%
33%
41%
47%
22%
14%
2%
3%
49%
30%
33%
40%
20%
22%
18%
20%
6%
3%
56%
48%
45%
37%
32%
26%
21%
14%
4%
3%
It preserves taste best
Because it is a packaging material that is safe for your
healthBecause it is the
least harmful packaging material for the environment
It keeps the food or beverage fresh
longer
Because it is more tasteful (appealing)
Because it has more style
It’s the packaging type of my favourite
brand
It’s the only packaging material
available in my regular shop
Other
I have no idea
42%
28%
31%
27%
27%
17%
35%
29%
5%
5%
53%
54%
51%
32%
48%
54%
18%
16%
5%
3%
64%
59%
56%
54%
37%
45%
18%
8%
2%
2%
66%
49%
49%
37%
41%
37%
27%
8%
4%
1%
N = 5991 / F = only if glass is usedSig. higher than European average (95% confidence interval)
Sig. lower than Europe average (95% confidence interval)
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Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass?
Packaging usage Reasons for using glass
EuropeEurope PortugalPortugal SpainSpain ItalyItaly GreeceGreece TurkeyTurkey
70%
82%
64%
59%
27%
2%
9%
2%
3%
1%
47%
38%
35%
23%
19%
10%
29%
16%
6%
4%
51%
36%
41%
32%
19%
19%
24%
15%
5%
5%
56%
48%
45%
37%
32%
26%
21%
14%
4%
3%
It preserves taste best
Because it is a packaging material that is safe for your
healthBecause it is the
least harmful packaging material for the environment
It keeps the food or beverage fresh
longer
Because it is more tasteful (appealing)
Because it has more style
It’s the packaging type of my favourite
brand
It’s the only packaging material
available in my regular shop
Other
I have no idea
67%
57%
48%
39%
28%
19%
15%
6%
4%
2%
60%
68%
48%
46%
36%
18%
18%
18%
3%
1%
N = 5991 / F = only if glass is usedSig. higher than European average (95% confidence interval)
Sig. lower than Europe average (95% confidence interval)
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Glass has the most outspoken image of all packaging types, but the taste matters more than the image.
Glass has the most outspoken image of all packaging types, but the taste matters more than the image.
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Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass?
Reasons for choosing glassReason 2 and 3
N = 5991 / F = only if glass is used
56%
48%
45%
37%
32%
26%
21%
14%
4%
3%
It preserves taste best
Because it is a packaging material that is safe for your health
Because it is the least harmful packaging material for the environment
It keeps the food or beverage fresh longer
Because it is more tasteful (appealing)
Because it has more style
It’s the packaging type of my favourite brand
It’s the only packaging material available in my regular shop
Other
I have no idea
Main reason for using glass as container is taste preservation. Other important
reasons are health safety and environment friendliness.
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Reasons for choosing glassHow did the study include the environmental health?
Environment friendlinessEnvironment friendliness
KPI #1 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)
RecyclabilityRecyclabilityKPI #2 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)?
Impact waste material on environment
Impact waste material on environment
KPI #3 For the materials that cannot be entirely recycled: To what extent do you think the waste material is harmful to the environment? (% Not harmful)
Pollution impactPollution impactKPI #4 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).
Interaction material with content
Interaction material with content
KPI #5 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?
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”.
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What were the scores awarded by Europeans?What were the scores awarded by Europeans?
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Impact on environmentMost / least environmentally friendly package
N = 6200 / F = no filter
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?
Glass is ranked as the #1 environmentally friendly packaging product. It is perceived by half of the European consumers as
being most environmentally friendly.
50%
38%
5%
3%
2%
Glass
Beverage carton
Plastics
Metal beverage
cans
Metal tins
Most environmentally friendly
Most environmentally friendly
Environment friendlinessEnvironment friendliness
KPI #1
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Impact on environmentMost environmentally friendly package – Per country (1/2)
43%
29%
6%
8%
9%
54%
30%
7%
3%
3%
64%
23%
8%
1%
2%
34%
50%
7%
4%
4%
53%
36%
1%
4%
3%
65%
24%
6%
1%
2%
55%
32%
5%
1%
2%
N = 6200 / F = no filter
EuropeEurope UKUK NetherlandsNetherlands GermanyGermany FranceFrance PolandPoland AustriaAustria Czech Rep.Czech Rep.
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?
Sig. higher than European average (95% confidence interval)
Sig. lower than Europe average (95% confidence interval)
50%
38%
5%
3%
2%
Glass
Beverage carton
Plastics
Metal beverage cans
Metal tins
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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?
33%
55%
6%
2%
1%
42%
48%
5%
3%
1%
64%
27%
4%
4%
0%
32%
65%
1%
2%
1%
64%
33%
1%
1%
1%
EuropeEurope PortugalPortugal SpainSpain ItalyItaly GreeceGreece TurkeyTurkey
N = 6200 / F = no filterSig. higher than European average (95% confidence interval)
Sig. lower than Europe average (95% confidence interval)
50%
38%
5%
3%
2%
Glass
Beverage carton
Plastics
Metal beverage cans
Metal tins
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Impact on environmentReasons most environmentally friendly
N = 6200/ F = question asked related to packaging material
Q : Why do you think the chosen material is the most environmentally friendly?
Plastics (5%)Plastics (5%) Beverage carton (38%)Beverage carton (38%) Metal beverage can (3%)Metal beverage can (3%) Metal/tin conserves (2%)Metal/tin conserves (2%)Glass (50%)Glass (50%)
63%
25%
7%
5%
5%
Recyclable
Re-usable
Non-polluting/non-toxic
Environmentally friendly production
Natural product
54%
14%
4%
4%
1%
49%
4%
4%
5%
2%
70%
9%
4%
2%
0%
64%
9%
4%
3%
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.
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Impact on environmentMost environmentally friendly – Glass (1/2)
N = 6200/ F = no filter
Q : Why do you think glass is the most environmentally friendly?
EuropeEurope UKUK NetherlandsNetherlands GermanyGermany FranceFrance PolandPoland AustriaAustria Czech Rep.Czech Rep.
68%
25%
0%
1%
4%
51%
38%
2%
4%
2%
53%
41%
4%
3%
5%
75%
13%
8%
3%
4%
32%
55%
6%
9%
5%
65%
34%
3%
6%
3%
64%
39%
11%
4%
1%
63%
25%
7%
5%
5%
Recyclable
Re-usable
Non-polluting/non-toxic
Environmentally friendly production
Natural product
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Impact on environmentMost environmentally friendly – Glass (2/2)
N = 6200/ F = no filter
Q : Why do you think glass is the most environmentally friendly?
EuropeEurope PortugalPortugal SpainSpain ItalyItaly GreeceGreece TurkeyTurkey
89%
0%
10%
0%
1%
84%
0%
11%
0%
1%
72%
16%
13%
3%
3%
57%
15%
0%
0%
7%
61%
4%
13%
13%
13%
63%
25%
7%
5%
5%
Recyclable
Re-usable
Non-polluting/non-toxic
Environmentally friendly production
Natural product
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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)?
0% 100%
Totally not recyclable Fully recyclable
89%
0% 100%71%
0% 100%66%
0% 100%64%
0% 100%54%
GlassGlass
Beverage carton
Beverage carton
Metal beverage cans
Metal beverage cans
Metal tins / conservesMetal tins
/ conserves
PlasticPlastic
N = 6200 / F = no filter
Glass is perceived as being the most recyclable packaging material, almost
90% being recyclable.RecyclabilityRecyclability
KPI #2
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0%
100%
0% 100%89%
0% 100%89%
0% 100%91%
0% 100%92%
0% 100%91%
0% 100%90%
0% 100%85%
0% 100%86%
0% 100%91%
100%88%
0% 100%91%
100%84%
0% 100%89%
0%
0%
EuropeEurope
UKUK
The NetherlandsThe Netherlands
GermanyGermany
FranceFrance
PolandPoland
AustriaAustria
Czech Rep.Czech Rep.
PortugalPortugal
SpainSpain
ItalyItaly
GreeceGreece
TurkeyTurkey
Totally not recyclable Fully recyclable
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)?
N = 6200 / F = no filterSig. higher than European average (95% confidence interval)
Sig. lower than Europe average (95% confidence interval)
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Impact on environmentDo Europeans actually recycle glass?
86%
88%
93%
88%
91%
85%
76%
90%
80%
95%
91%
69%
86%
TOP 2TOP 2
N = 6200/ F = no filter
Q : Can you indicate to what extent you agree with the following statement: I recycle my glass bottles.
70%
75%
77%
82%
73%
57%
86%
71%
78%
70%
77%
55%
41%
16%
10%
11%
11%
15%
23%
9%
20%
13%
15%
13%
22%
29%
7%
6%
6%
4%
6%
11%
3%
4%
5%
7%
6%
15%
12%
5%
3%
3%
3%
6%
12%
4%
5%
4%
3%
4%
5%
3%
7%
Europe
UK
The Netherlands
Germany
France
Poland
Austria
Czech
Portugal
Spain
Italy
Greece
Turkey
Totally agree Slightly agree Nor agree, nor disagree Slightly disagree Totally disagree
86% of the Europeans states that he/she recycles his/her glass bottles on
a regular basis.RecyclabilityRecyclability
KPI #2
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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?
23%
22%
21%
15%
9%
19%
18%
15%
13%
21%
26%
28%
43%
40%
51%
32%
32%
21%
33%
19%
Metal tins
Metal beverage cans
Plastics
Glass
Beverage carton
Litter, not dealt with Landfills, placed in the ground for natural degradation Incineration Can't say
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
Awareness of waste treatment of glass is rather low (as for most other
packaging materials).
KPI #3 Impact waste material on environment
Impact waste material on environment
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Q : For the materials that cannot be entirely recycled: how do you think the waste from these packaging materials is being dealt with?
15%
7%
14%
13%
14%
21%
23%
8%
4%
8%
30%
13%
13%
33%
7%
4%
11%
12%
8%
15%
12%
9%
13%
23%
8%
40%
36%
61%
33%
34%
47%
26%
11%
62%
45%
35%
31%
60%
33%
24%
18%
46%
42%
27%
45%
51%
18%
43%
43%
16%
19%
Europe
UK
The Netherlands
Germany
France
Poland
Austria
Czech
Portugal
Spain
Italy
Greece
Turkey
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 environmentWaste treatment – Glass
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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?
37%
20%
8%
7%
40%
51%
43%
45%
18%
15%
22%
42%
41%
75%
8%
7%
7%
7%
5%
Glass
Beverage carton
Metal tins
Metal beverage cans
Plastics
Not harmful Somewhat harmful Very harmful Can’t say
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
Glass is perceived as having the least harmful waste
material.
KPI #3Pollution impactPollution impact
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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
37%
26%
41%
45%
24%
38%
47%
47%
24%
20%
42%
32%
54%
40%
48%
43%
35%
45%
41%
37%
35%
48%
41%
37%
44%
32%
15%
17%
8%
8%
23%
14%
7%
13%
22%
27%
12%
23%
11%
8%
9%
9%
13%
9%
7%
10%
6%
7%
12%
9%
3%
Europe
UK
The Netherlands
Germany
France
Poland
Austria
Czech
Portugal
Spain
Italy
Greece
Turkey
Not harmful Somewhat harmful Very harmful Can’t say
Sig. higher than European average (95% confidence interval)
Sig. lower than Europe average (95% confidence interval)
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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)
0% 100%
No pollution
73%
0% 100%57%
0% 100%57%
0% 100%43%
0% 100%29%
PlasticsPlastics
Metal tinsMetal tins
Metal beverage cans
Metal beverage cans
Beverage cartonBeverage carton
GlassGlass
A lot of pollution
N = 6200 / F = no filter
Glass is perceived as lowest pollution packaging
material.Pollution impactPollution impact
KPI #4
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Impact on environmentPollution - Glass
0%
100%
0% 100%
No pollution A lot of pollution
29%
0% 100%38%
0% 100%
0% 100%25%
0% 100%27%
0% 100%23%
0% 100%33%
0% 100%27%
0% 100%43%
100%34%
0% 100%24%
100%29%
0% 100%19%
0%
0%
N = 6200 / F = no filter
EuropeEurope
UKUK
The NetherlandsThe Netherlands
GermanyGermany
FranceFrance
PolandPoland
AustriaAustria
Czech Rep.Czech Rep.
PortugalPortugal
SpainSpain
ItalyItaly
GreeceGreece
TurkeyTurkey
25%
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
Sig. higher than European average (95% confidence interval)
Sig. lower than Europe average (95% confidence interval)
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Impact on healthRisks
0% 100%
I do not believe at all I fully believe
51%
0% 100%50%
0% 100%46%
0% 100%
0% 100%9%
PlasticPlastic
Metal tinsMetal tins
Metal beverage cans
Metal beverage cans
Beverage carton
Beverage carton
GlassGlass
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?
27%
N = 4814 / F = only if impact on health
For glass the interaction of food and drink products with the packaging is perceived to be
very low.
Interaction material with content
Interaction material with content
KPI #5
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Impact on healthRisks – Glass
0%
100%
0% 100%
I do not believe at all I fully believe
9%
0% 100%8%
0% 100%9%
0% 100%7%
0% 100%6%
0% 100%6%
0% 100%10%
0% 100%7%
0% 100%15%
100%11%
0% 100%7%
100%12%
0% 100%11%
0%
0%
EuropeEurope
UKUK
The NetherlandsThe Netherlands
GermanyGermany
FranceFrance
PolandPoland
AustriaAustria
Czech Rep.Czech Rep.
PortugalPortugal
SpainSpain
ItalyItaly
GreeceGreece
TurkeyTurkey
N = 4814 / F = only if impact on health
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?
Sig. higher than European average (95% confidence interval)
Sig. lower than Europe average (95% confidence interval)
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3 things to remember.3 things to remember.
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Glass is thought to be the green choice. Glass is thought to be the green choice. 11
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Three things to remember1. Glass is the green choice
Recyclability (a)Recyclability (a)
Environment friendliness (a)Environment friendliness (a)
Pollution impact (b)Pollution impact (b)
Interaction material with content (b)Interaction material with content (b)
Impact waste material on environment (a)Impact waste material on environment (a)
1 53 2 4
1 53 2 4
1 54 2 3
5 13 4 2
5 13 4 2
GlassBeverage
cartonPlastics
Metal beverage
cans
Metal/tin conserves
Figures (1-5) indicate ranking position on KPI.(a)The higher the ranking, the more positive(b)The lower the ranking the more positive
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On a country-level, Germany, Poland, Austria & Turkey believe even more in the advantages of glass.On a country-level, Germany, Poland, Austria & Turkey believe even more in the advantages of glass. 22
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Three things to remember2. Some countries think glass is greener than others
RecyclabilityRecyclability
Environment friendliness
Environment friendliness
Pollution impactPollution impact
Interaction material with content
Interaction material with content
Impact waste material on
environment
Impact waste material on
environment
UK NL GE FR PL AU CZ PT SP IT GR TU
Significant better performance than European average (95% confidence interval)Significant lower performance than European average (95% confidence interval)
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There is a demand for more glass packaging, e.g. for product categories such as milk and juices.There is a demand for more glass packaging, e.g. for product categories such as milk and juices. 33
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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?
N = 6200 / F = no filter
Q : Please indicate for each of the following products which type of packaging material you use most for this category?
78%
73%
61%
57%
48%
36%
31%
15%
14%
14%
13%
11%
5%
5%
4%
4%
79%
75%
70%
62%
56%
46%
42%
29%
26%
45%
44%
45%
38%
40%
22%
28%
Wine
Spirits
Beer
Sparkling wine
Condiments
Cold sauces
Cooking sauces
Vegetables
Baby food
Juices
Soft drinks
Water
Yoghurts
Milk
Ready to eat soups
Desserts
Most used Preference This slide is a copy of slide 10 in this document.
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Thanks for your attention.Questions?Thanks for your attention.Questions?
50Consumer Preference & Packaging in Europe© In
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InSites ConsultingEvergemsesteenweg 195B-9032 GentBelguimTel. +32 9 269.15.00Fax. +32 9 269.16.00info@insites.euwww.insites.eu
About usContact details
Nanno PalteDirector Market Insights & BehaviourNanno.palte@insites.eu Tel. +32 9 269.15.17Mobile +32 477 69.06.95
Dennis ClausSenior Research ConsultantDennis.claus@insites.eu Tel. +32 9 269.15.02Mobile +32 477 60.17.90
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