The representative survey by ITC Research* was conducted in February 2009.
Compared to similar surveys, the ‘Packaging at the crossroads’ survey reveals a fundamental shift in perceptions and attitudes in packaging decision-making, which puts environmental considerations above traditional packaging criteria. It also showed that some decisions are today being frozen due to uncertainties about future requirements.
Well over half (57%) of respondents said the sustainability challenge has an important impact on their decisions, a further 12% said it was of “average” importance. More than one-third (35%) of those interviewed stated that packaging will become more environmentally friendly, 21% that all packaging must become recyclable, 11% that packaging volumes have to decrease, and 10% that packaging will become lighter.
Questioned on the impact of the present economic crisis, there was a mixed response. 27% consider it is having no impact on their decisions, 19% think prices will rise, while 15% expect packaging to become cheaper. For 14% of the poll, the crisis will hasten the evolution of more environmentally friendly packaging.
Overall, the survey revealed that retail requirements such as “easy to put on shelves” and “space utility” come first as a consideration, immediately followed by environmental criteria such as “environmentally friendly”, “allows to reduce waste”, “high percentage of recycled material” and “allows to reduce greenhouse gases”.
Traditional criteria such as “differentiates the brand”, “protection”, “high-speed filling” and “convenience” rank today considerably lower in the decision makers’ list of priorities.
The exploratory part of the survey revealed that the lack of reference and too much uncertainty about future legislative requirements regarding environmental friendliness of packaging are today freezing many packaging decisions. Most actors seem to be waiting for decisions to be taken by European policy makers.
The environmental criteria seem polarised between “high recycling” on one hand, and “made from renewable resources” on the other. Regarding the battle between carbon footprint indicators, actively promoted by retailers, and Life Cycle Analysis (LCA) tools, mainly favoured by policy makers, most actors seem to believe – and some to dread – that LCAs are, in the end, most likely to impose themselves as a reference.
It’s also interesting to see precisely and representatively with which factors packaging decision-makers associate the term “sustainability”. By order of importance, these are:
The survey also reveals 72% of the decision-makers believe designers have an important role in helping them meet the sustainability challenge. They expect assistance from designers concerning eco-design, packaging strategy and shelf impact.
Packaging decision-makers believe price and convenience are the top two purchase criteria for consumers, above product protection, aesthetics and environmental criteria. Yet they claim environmental criteria are those which have most increased in importance for consumers recently.
The actions which brands, retail, legislators and NGOs claim they will undertake to benefit consumers differ over the target groups, but much importance seems to be given to labelling. Regulators, NGOs and retailers believe standardised environmental labelling will soon become reality.
Whereas 21% of the questioned sample know what they want from their packaging, 43% feel they cannot take a clear position in the prevailing landscape due to a lack of information. The present uncertainty about future requirements for packaging could explain this.
Brand owners cite a total of 16 sources from which they retrieve information, and retailers mention 11 sources. The survey reflects the importance of the internet as a preferred source of information for all categories of decision-makers interviewed. Nearly all regulators and NGOs (97%) rely on the internet for packaging information. Brand owners indicate highest preference for internet (34%) and trade fairs (30%). For retailers, contacts with suppliers come first (62.9%), followed by the internet and seminars.
Around half (51%) of the interviewed sample expressed strong interest in a packaging platform that offers a centralised source of information covering environmental questions, packaging materials and recycling issues, in addition to news about packaging producers and packaging solutions. The preferred format is a well documented website, regular e-newsletters and seminars.
In further sequences, more detailed results on various aspects of packaging decision-making in Europe will be revealed.
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