The packaging that consumers will give up - survey

Almost half of consumers around the world would trade convenience packaging for the environment, according to a new report by The Nielson Company.

The Nielsen Global Food Packing Survey comes at a time when environmental concerns are high on the food industry's agenda.

The group's findings provide an indication of the aspects of packaging that consumers around the world would be willing to forego to benefit the environment. "

As global concern and awareness for the environment continues to grow, consumers around the world are demanding more action from retailers and FMCG (fast moving consumer goods) manufacturers to protect the environment.

And while eco-friendly packaging might not be the top priority for shoppers today, it's certainly a growing priority the food industry cannot ignore," said Patrick Dodd, president of Nielson Europe.

Environment over packaging " In more eco-conscious countries Nielson packs@work studies reveal customer preference for packaging that is recyclable, biodegradable and safe from a disposal perspective," added Dodd.

According to the survey, nearly one in two global consumers would give up all packing designed to provide convenience if it would benefit the environment.

This includes packing that can be used for cooking, or doubling as a re-sealable container (48 per cent), packaging designed for easy transport (47 per cent) and packaging designed for easy storing at home (49 per cent).

Safety over environment However, the survey found that consumers were least willing to give up packing that keeps products clean and untouched by others (27 per cent), packaging designed to keep products in good condition (30 per cent), food labelling, cooking and usage instructions (33 per cent) and packaging that preserved products to help them stay fresher (34 per cent).

Some 10 per cent of global consumers were not prepared to give up any aspect of packaging for the sake of the environment.

Regional preferences The report also identified regional differences.

" The factors influencing packaging preferences across cultures include whether consumers drive themselves to the shops or if they rely on public transport; the size of their homes and more specifically, storage space in the kitchen.

Cultural food and shopping habits are also main influencers in packing choice, " said Dodd.

New Zealanders ranked top as the nation most prepared to give up convenience packaging for the sake of the environment.

The report speculates that this might be down to generally high levels of 'eco-consciousness'.

For instance, a Packaging Accord was introduced in 2004 to reduce packaging waste.

The five year plan was developed by the Environment Ministry and the Packing Council of New Zealand.

Manufacturers representing 85 per cent of the country's packaging production committed to the Accord.

When producers and brand owners develop new packaging they give higher regard to factors such as using less materials, and production efficiency.

Annual recovery targets are set for aluminium, glass, paper, steel and plastic.

Along with the New Zealanders , over 65 per cent of Irish and Czech consumers said they would be willing to give up convenience packaging.

Otherwise Europeans and North Americans generally agreed on the kinds of convenience packaging they would forego.

Some 55 per cent said they would give up packs that could be cooked in or kept at home as a re-sealable container and nearly 60 per cent said they would give up packing designed for storing at home.

Europeans and Americans were the least prepared to give up packing designed for hygiene and protective purposes.

Asians were least likely to give up convenience packaging.

Patrick Dodd also noted that Asian's frequent shopping trips for fresh food " means they don't tend to buy food with packaging designed to prolong shelf life or preserve food ".

Thai consumers were the least likely to give up any aspect of packaging for the environment (27 per cent).

Around 16 percent of Japanese felt the same way.

According to Neilsen, in Japan aesthetics are a strong driver of pack preference.

In Latin America consumers were most willing to give up other type packaging, for example packaging that includes labelling and cooking instructions or packing that keeps products in good condition.

Nielsen's global Environmental Concern barometer suggests that this part of the world is most concerned about climate change.

A spokesperson at Nielsen explained that the Global Food Packing Survey has been extrapolated from a regular, more general, twice yearly survey conducted by the company.

Around 25,000 internet users across 48 countries were sent a questionnaire.

Results from developing countries may be scewed to reflect a broader population's view.