Innventia Global Outlook Report: The global consumer demand smarter packaging

2013-01-29 Global consumers are guided by product packaging in their buying behaviour, not least in India. We reject products in plastic packaging and feel guilty when we throw away plastic water bottles. We worry about the amount of packaging consumed by society, and when shopping online we might consider having goods delivered in simple standard packaging instead of the original packaging if it makes them cheaper. These are the results of an international study by Innventia, Packaging 2020, carried out in association with Kairos Future.

Av Redaktionen Papernet

den 29 januari 2013 00:00

The report describes seven global forces and their impact on the

packaging industry and the packaging of the future. The conclusions are

based on a survey carried out among consumers in the US, India and

Sweden. A clear majority of the 1,500 respondents see major problems

with society's consumption of packaging.

There are demands for tougher quality controls and stricter

environmental legislation, and a clear majority of consumers in all

three countries would like to see somewhat stricter or much stricter

environmental legislation.Some examples: 56 percent of consumers in India say that recycling is extremely

important to them, compared to 32 percent in Sweden and 37 percent in

the US.When shopping online, 94 percent of Swedes would consider paying less

for goods delivered in simple standard packaging instead of the

original packaging.20 percent of Swedish consumers worry very often about packaging

containing harmful substances. The corresponding figure in India is 43

percent.65 percent of Swedish consumers think that plastic is the least environmentally friendly material, compared with 47 percent for aluminium and 4 percent for paper (multiple answers were possible). In India, 30 percent think that paper is the least environmentally friendly material.

" A growing global middle class, an aging population, limited access to

raw materials and intensified urbanisation are a few of the megatrends

posing challenges for the product and packaging industry,” says Fredrik

Rosén, Manager of the Market and Consumer Insight group at Innventia.

“We’re seeing purchasing decisions being guided by the packaging

material itself, not just the appearance of the packaging. We’re also

seeing a clear demand and a great need for smarter packaging. In the

future, stricter demands will be placed on packaging materials that

come into contact with foodstuffs.

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