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Glass packaging: The key to connecting with
Millennial consumers?
Date:
30 January 2019, 11:00am
Location:
Innovation & Technology Theatre
Hosted by: Michael Delle Selve - FEVEThierry Meerschaert – InSites Consulting
1
Who we are
2
Active in 12 countries
Reach:90 million
218,000 Friends of Glass
• Noticeable change in consumer behavior in recent years
• Unilever: 1 in 3 consumers buying from brands based on social and environmental impact (2017 study)
• Nielsen: 2018 the ”year of the sustainable shopper”
Sustainability matters to consumers
3
When it comes to the environment, conversation about packaging usually flows
back to one place:the ocean
4
• Launched on World Oceans Day: 8 June 2018
• Taking a digital-first approach, we’re driving consumer activation in 12 European countries via 4 key pillars:
• Strong audience impact → we commissioned consumer survey for flaconnage
Endless Ocean campaign
5
Method: Online survey
Recruitment: Online research panel
Participants: 2,030 participants in 5 countries
General population aged 18-34
Gender: 75% women, 25% men
The survey tested:
• Environmental consciousness & glass recyclability
• Perceptions and preferences for beauty, cosmetics and pharmaceutical packaging
About the survey
6
Sustainability influences consumers.
It’s time for brands to take notice.
7
90% of consumers aged 18-34 claim to have become more conscious of their impact on the environment in the last year.
Environmental consciousness
8
Sir David AttenboroughINSITES Research 2018Source: INSITES Research 2018
“Surely we have a responsibility to care for our blue planet.
The future of humanity, and indeed all life on Earth, now depends on us.”
Key headlines
See glass as most recyclable & oceanfriendly packaging
Recognise flacons can be recycled with household glass
Say glass is best packaging for beauty, fragrance and pharma
7 in 10 77%69%
9Source: INSITES Research 2018
69%
Key headlines
83% 86% > 50%
Believe glass packaging best preserves quality of
perfumes / fragrances
See glass as most premium packaging for
perfumes / beauty
Want to see more perfumes, creams and skincare
products in glass
10Source: INSITES Research 2018
• Across all markets, glass comes out on top for perfume and beauty products.
• Why?
• Environmental friendliness
• Preserving quality & scent
• Premium feel
• But... brands matter.
Packaging perceptions & preferences
11Source: INSITES Research 2018
Results are also available at country level
= Glass
= Plastic/PET
= Metal
Preserves qualityand scent best
Best packaging for beauty products, fragrances andmedical products
Most premium packaging
Scorecard: France
12Source: INSITES Research 2018
What does this mean for brands?
Most millennials see glass flaconnagepackaging as the answer to sustainable beauty and perfumery.
If cosmetic and fragrance brands choose glass packaging…
Millennials will be attracted by a sustainable choice
Brand will have an environmentally friendly impact and therefore a better image
Demand for these products will rise, leading to increased sales
13
Millennials truly care about this issue
14
15
Study tested different glass packaging from beverage, food and cosmetic segments, inc. different glass colours / decorations
Results?
Glass packaging has a high level of recyclability
• Transparency matters
• Glass flacons with plastic closures are 89-97% recyclable
• 90% + recyclable for perfume bottles
How recyclable is glass packaging?
BV Glas Study
16Source: CYCLOS-HTP
BV Glas Study on the Recyclability of Glass Packaging (by cyclos-HTP)
17
Scope of the study• Different glass packaging from beverage, food and
cosmetic segments were tested• In a glass packaging glass and metal are recyclable
components• Different glass colours – flint, green, amber, - were
tested• Different lacquered and sprayed glass packaging were
tested
➢ Glass packaging have a high level of recyclability• Key character for the recyclability of glass is its
transparency• The tested glass packaging products with plastic
closures for cosmetics have a recyclability range between 89% and 97%. The deductions are due to the content by weight of the secondary components; in this case mainly plastic.
• Perfume bottles reached a recyclability above 90 %. They had their spray nozzle and diffuser components plus the glass that remained fused to them after the crushing process deducted.
Source: CYCLOS-HTP
In summary…
1. Over 1 in 2 millennial consumers believe:
• Glass = best packaging for beauty products
• Glass = preserves quality/scent
• Glass = premium feel
2. Glass is an incentive to buy a product
3. Consumers make purchasing decisions based on sustainability issues
18Source: INSITES Research 2018
mdelleselve@feve.org
@friendsofglass
Any questions?
“Fashion becomes out of date,style never does.”
Coco Chanel
19
Friends of Glass friendsofglass
Annex:Country Scorecards
20
Countryscorecards
Annex:
= Glass
= Plastic/PET
= Metal
France
Preserves quality andscent best
Best packaging forbeauty products, fragrances andmedical products
Most premium packaging
21Source: INSITES Research 2018
Countryscorecards
Annex:
Germany
= Glass
= Plastic/PET
= MetalPreserves quality andscent best
Best packaging forbeauty products, fragrances andmedical products
Most premium packaging
22Source: INSITES Research 2018
Country scorecards
Annex:
= Glass
= Plastic/PET
= Metal
Italy
Preserves quality andscent best
Best packaging forbeauty products, fragrances andmedical products
Most premium packaging
23Source: INSITES Research 2018
Country scorecards
Annex:
= Glass
= Plastic/PET
= Metal
Spain
Preserves quality andscent best
Best packaging forbeauty products, fragrances andmedical products
Most premium packaging
24Source: INSITES Research 2018
Country scorecards
Annex:
= Glass
= Plastic/PET
= MetalPreserves quality andscent best
Best packaging forbeauty products, fragrances andmedical products
Most premium packaging
United Kingdom
25Source: INSITES Research 2018
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