Global Consumers Willing to Fork Out More for Fresh and Sustainable Packaging
Wednesday, February 13, 2013
New York, NY – When it comes to food and beverage packaging, consumers are most likely to pay more for value-added features that relate to freshness and sustainability. This is the latest finding from a global study conducted by Ipsos InnoQuest.
Consumers from around the world were given a list of potential packaging features and asked which ones they would be willing to pay more for. On a global basis, consumers were most likely to say they would pay more for “Packaging that keeps food fresh longer” (55%) and “Packaging that is environmentally-friendly” (55%).
Following freshness and environmental benefits, consumers said they were likely to pay more for packaging that is re-usable (42%) and easier to use (39%). Interestingly, more sophisticated packaging features were less likely to motivate consumers to spend more: packaging that prevents mess or spills, keeps food and beverages at the right temperature, and makes it easier to eat and drink on-the-go ranked lowest (34%, 33% and 31%, respectively).
“Packaging plays a key role in consumer packaged goods innovation, whether marketers are introducing new products or trying to invigorate existing brands” ,” says Lauren Demar, Global CEO, Ipsos InnoQuest. “As a key driver in the consumer’s decision to buy, packaging features can often be leveraged to charge a premium. Our latest findings indicate that consumers place the most value on packaging that preserves freshness and offers environmental benefits. 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.”
The survey also revealed that certain countries were more likely to say they would pay more for fresh and sustainable packaging:
- South Africa, Malaysia and India were most likely to say they would pay more for packaging that keeps food fresh longer
- Mexico, South Africa and Indonesia were most likely to say they would pay more for environmentally-friendly packing
Complimentary access to the data in this report for each of the 26 countries is available upon request from Ipsos InnoQuest.
These are the findings from a study conducted by Ipsos InnoQuest via Ipsos Global @dvisor, an online survey of citizens around the world. A total of 19,883 adults from 26 countries were polled between August 7th and August 21st. The countries included Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Indonesia, Italy, Japan, Malaysia, Mexico, Poland, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Turkey and the United States of America.
For more information on this news release please contact:
Vice President, Promotion
About Ipsos InnoQuest
Ipsos InnoQuest is the Ipsos brand dedicated to meeting the innovation and forecasting needs of our clients.
Ipsos InnoQuest helps clients to maximize the ROI of their innovation processes through a unique, global end-to-end offer and deep expertise across a wide array of sectors. Central to our offer is our ability to provide financial metrics – even at very early stages – and clear direction for maximization of initiative potential.
We offer simple, intuitive tools built on a consistent philosophy of what drives innovation success, a comprehensive suite of tools for product research and development offering solutions throughout the product's lifecycle, and powerful simulation capabilities to help clients reach their financial targets. From the fuzzy front end to mix optimization, launch and beyond, we help our clients to maximize their innovation I.Q.
To learn more about Ipsos Innoquest, please visit www.ipsos.com.
Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.
With offices in 84 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.
Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,363 billion (1.897 billion USD) in 2011.
Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.