More than half of U.S. consumers would give up all forms of packaging provided for convenience purposes if it would benefit the environment, including: packaging designed for easy stacking/storing at home (58 percent); packaging that can be used for cooking, or doubling as a re-sealable container (55 percent); and packaging designed for easy transport (53 percent). U.S. consumers are slightly more likely to give up packaging for convenience purposes than the average global consumer, according to research from Nielsen.
At the other end of the scale, Nielsen finds that U.S. consumers are least willing to give up packaging designed to keep products clean and untouched by other shoppers (26 percent); packaging designed to keep products in good condition (31 percent); packaging that preserves products to make them last longer and stay fresher (31 percent); and packaging information, including food labeling, cooking and usage instructions (33 percent). One in ten U.S. consumers is not prepared to give up any aspect of packaging for the benefit of the environment.
"As global concern and awareness for the environment continues to grow, consumers worldwide are demanding more action from retailers and consumer packaged goods manufacturers to protect the environment," said Shuchi Sethi, vice president, Nielsen Customized Research. "While eco-friendly packaging might not be the top priority for shoppers today, it's certainly a growing priority the food industry cannot ignore."
Nielsen's research uncovers some differences regarding attitudes toward packaging between different regions of the world. Generally, Europeans and North Americans agree on types of packaging they are willing to forego to help the environment with nearly 60 percent willing to give up packaging designed for stacking and storing at home. By comparison, only 42 percent of Asians would be willing to give up these types of convenience packaging, likely because Asian homes tend to be smaller and have limited storage space so "stack and store" options are more practical and preferable.
Environmentally-aware New Zealanders top global rankings as the nation most prepared to give up all packaging aspects for the sake of the environment. This may be due to high levels of ‘eco-consciousness', including in-store reminders and recyclable bag merchandising by supermarkets.
"In more eco-aware markets, including the U.S., there is an increasing expectation of packaging with minimal environmental impact, although for most consumers, this doesn't necessarily translate into a willingness to pay more," said Sethi. "What most consumers expect is packaging that provides an added ‘feel eco-good factor' by minimizing environmental impacts."
According to Nielsen's PanelViews study of 65,000 U.S. households:
