Consumer Behavior (Cont’d from Page 6)
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consumers in an attempt to leverage the positive cus- tomer sentiment surrounding these phrases — in ad- dition to several other variables. Indeed, a majority of consumers surveyed (64 percent) have felt “duped” or “misled” by the food packaging of items that they’ve purchased. Elements of food packaging and food labels that build trust with the consumer: • Ingredient list (49.5 percent of respondents) • Brand/logo (16 percent of respondents) • Price (15 percent of respondents) • Popular food label phrases (11.5 percent of respondents) • Reviews on packaging (7 percent of respondents) • Recycling symbols (1 percent of respondents) Sustainable Packaging Purchase Habits Despite the low correlation reported between con- sumer trust and food packaging recyclability, sustain- able packaging is still a largely influential factor in the consumer’s purchase decision — with 58 percent of respondents stating they are“likely”or“very likely”(on a scale of “not likely” to“very likely”) to purchase food
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products that clearly state the packaging is recyclable or reusable. Nearly half of respondents (46 percent) are willing to pay more for food products that clearly state the packaging is recyclable or reusable — with respon- dents aged 18-29 being most likely (51 percent) and respondents aged 60+ being least likely (41 percent). Additionally, 76 percent of respondents felt that foods that are marketed as“healthier”should also have sustainable packaging. 68 percent of respondents stated they would be more interested in purchasing food products that provide spe- cific steps on how to recycle the packaging, and 54% of respondents stated they would be more willing to leave a review for a food product if the packaging provided specific steps on how to recycle the packaging.
To take advantage of this opportunity contact:
Greg Kishbaugh / 317-306-1060 / flexo@nvpublications.com
Robyn Smith / 910-553-4055 / rsmith@nvpublications.com
(Cont’d on Page 11)
Flexo Market News October 12, 2020 9
www.nvpublications.com
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