The vast majority of consumers are receptive to the idea of buying lighter weight packaging, with only one in 10 consumers indicating that they actively ‘avoid’ it.
Lighter weight packaging is predominantly attractive to older consumers for environmental benefits. Younger consumers, on the other hand, are less motivated to purchase for environmental reasons and are more conscious of potential cost savings.
The packaging industry is evolving, with many FMCG brands choosing smaller, lighter pack formats for a variety of reasons. Although 91% of consumers claim to at least occasionally purchase products with ‘lighter weight’ packaging, only 12% actively do so.
This enthusiasm for the lighter pack format is more apparent among younger consumers, with 17% of 18-24 year olds, and 21% of 25-34 year olds indicating that they actively seek products which claim to have ‘lighter weight’ packaging, compared to the national average of just 12%.
Consumer presumptions towards products with lighter packaging are largely polarised. While 27% would buy lighter packaged products mainly because they are usually easier to carry, there are some notable differences by age when it comes to consumers buying these products for environmental benefits (40% overall) or because they perceive these products to be ‘cheaper’ (26%).
The research reveals that older consumers would buy lighter weight products because of the environmental benefits significantly more than younger consumers, who in turn are more inclined to align lighter packaging with cheaper prices.
Source: Canadean Consumer
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