March 2019
Cartons offer the solution
Consumers’ perceptions of packaging have changed dramatically over the last two years prompting Pro Carton, the European association of carton and cartonboard manufacturers, to undertake a huge Europe-wide survey to understand exactly what consumers felt and how this is affecting their behaviour.
The independent European Consumer Packaging Perceptions study, surveyed a total of 7,000 consumers across the UK, France, Germany, Spain, Italy, Poland and Turkey. The results revealed that two thirds (68%) of Europeans felt being environmentally-friendly was now more, or very important to them and 74% accepted that media coverage on packaging waste has actually influenced their purchasing habits. In the UK over two thirds (68%) said that the environmental impact of a product’s packaging now affects their purchasing decisions.
Tony Hitchin, general manager of Pro Carton, said: “The prevailing consumer trend towards more environmentallyfriendly packaging means that if shoppers have a choice, they are much more likely to choose the sustainable option even if it costs a bit more. In the UK more than four out of five (85%) of consumers surveyed said that given the choice, they would choose cartonboard/cardboard packaging over plastic.”
Hitchin added: “Cartonboard is truly the most sustainable packaging material. Not only is it renewable, coming from trees grown in sustainably managed forests but it is, of course, recyclable and biodegradable, making it the perfect example of the circular economy.”
Brands are beginning to make the switch to cartonboard and out of less sustainable materials. Jon Clark, the general manager of BPIF Cartons – the trade association for the UK folding carton industry – commented: “We’ve seen the demand for carton packaging grow significantly and there’s been major investment throughout the industry to satisfy the need for more sustainable packaging.”
PROTECTS THE ENVIRONMENT
Hitchin points out that although shoppers understand that packaging’s primary function is to protect its contents, there is also a growing awareness of the importance of protecting the environment. He says: “‘Easy to recycle’ ranks second behind 'protecting the product' as one of the most important packaging features, followed by ‘made of natural, renewable materials’, ahead of factors such as providing nutritional information and ease of opening.
Consumers also want more information on-pack about the packaging. A resounding 90% of shoppers in all countries said they’d like information on-pack about the environmentally-friendliness of packaging. But perhaps the most telling number was the level of dissatisfaction with the pace of change. An incredible 72% of UK shoppers felt that retailers and brand owners weren’t doing enough to introduce more environmentally friendly packaging.
The industry is now challenged with changing the status quo by replacing non-sustainable packaging with more environmentally-friendly such as cartonboard and other paper-based materials and in doing so make the changes necessary to future-proof their products to the benefit of the environment – and their profits.
