Consumer Research High- lights Packaging Frustrations How attitudes to packaging and its functionality have changed over the past seven years, based on a detailed survey of 1,000 UK consumers, is the subject of a new White Paper from packaging tapes provider Essentra Tapes. While the survey showed a 15 percent decrease in consumer packaging frustrations during this time, at 70 percent the figure remained high, with difficul- ty in opening packs still a major concern among re- spondents. However, environmental concerns and the huge growth of e-commerce have had a significant in- fluence on consumer opinions, and overpackaging is now seen as the number one frustration. Not surprisingly, the Covid-19 pandemic has also had an impact, with the hygienic benefits of packaging be- coming more important. Age was still a key factor, and the research confirmed that ease of access continued to be a particular prob- lem for consumers more than 55-years-old.Access was also the deciding factor behind consumers’ most and least favorite pack styles. The three most frustrating packs all lacked opening devices with the hard plastic clamshell retaining its top spot from 2013, while juice cartons with screw caps and cans with ring pulls were the number one and two most pleasing packs. In addition, consumers highlighted the importance of sustainability within packaging and ranked recy- clability as their number one issue. Packs that are easy to recycle are what consumers care about and providing simple, clear instructions and the neces- sary infrastructure to help with this is key. It also ap- pears that consumers are starting to expect packs to be designed to be more sustainable, with only a third saying they would be prepared to pay more for sus- tainable packaging. Key findings from the survey included: • Too much packaging is now the number one frus- tration with 58 percent of consumers highlighting this issue, an increase from 49 percent in 2013. • 57 percent of those surveyed cited ‘Difficult to open’ as their top frustration and 48 percent said that they had to use knives or other tools to get into packs. This compares to 61 percent and 69 percent in 2013. • 56 percent of respondents said there was too much packaging in home delivered goods and 40 percent highlighted the amount of waste this generates. • More than 50 percent of consumers are very or extremely concerned about the hygiene of goods in supermarkets and takeaway food deliveries as a result of the pandemic.
6 March 1, 2021 Flexo Market News
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