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Consumers Willing to Pay More for Sustainable Packaging

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Consumers Willing to Pay More for Sustainable Packaging

March 11
15:15 2013

Consumers around the world are willing to pay more for sustainable packaging, according to a global study.

Environmentally friendly packaging that keeps contents fresh is more valuable than that with value-added features, the research indicates.

Conducted by Ipsos InnoQuest, the study found that customers would fork out more for beverage and food packaging that relates to sustainability and freshness.

Global shoppers were presented with a packaging features list and asked which ones they would pay more for. With a global trend, customers were most likely to pay more for packaging sustaining food life span (55 percent) and environmentally friendly packaging (55 percent).

Sustainable Packaging Sales

Following these top two features, 42 percent said they would pay more for reusable packaging, and 39 percent wanting it to be easier to use. Sophisticated features did not seem to motivate customers to fork out more. Only 34 percent of respondents wanted spill or mess preventing packaging, 33 percent would pay more for temperature regulating packaging, and 31 percent thought packaging mobility for on the go consumption was important.

Ipsos InnoQuest’s global CEO, Lauren Demar, said whether marketers are trying to reinvent existing brands or launching new products, packaging plays a significant role in innovating customer-packaged goods.

It is so important in fact, that customers will pay more for certain features, she said.

“As a key driver in the consumer’s decision to buy, packaging features can often be leveraged to charge a premium.”

Consumers value freshness-preserving packaging and packaging that offers environmental benefits, she said the report found.

For marketers, there may be an opportunity to win over consumers and increase revenues through innovative package designs that deliver sustainability of freshness as well as sustainability of the planet.”

While the key findings were reported on a global scale, certain countries were specifically keen to pay more for packaging with sustainable and freshness benefits.

India, Malaysia and South Africa were most likely to pay more for packaging that extends the life of food, while Indonesia, South Africa ad Mexico were most likely to opt for environmentally friendly packaging.

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