The notion of fresh food packaging with less environmental impact holds great appeal for UK consumers, according to new research about retail grocery trends in Europe.
In a study conducted by Grapentine Company, Inc, 51 per cent of UK consumers ranked the concept of purchasing fresh food in nature-based packaging such as maize-based NatureWorks® PLA as “very desirable”. Of those, 77 per cent said they would pay as much as five pence more for fresh foods packaged in nature-based packaging. Seventy-four percent were willing to spend an extra 10 pence per food item.
Completed in August, the survey asked more than 600 consumers in the UK about a number of trends in the retail grocery industry. Respondents had purchased a delicatessen item from their local grocery retailer within the past 60 days and were their household's primary grocery shopper. Parallel research conducted across Europe also showed high interest in fresh food in nature-based packaging.
Grapentine's findings mirror a July 2003 report published by the National Consumer Council (NCC) on consumer attitudes to sustainable consumption, which noted that UK consumers want more opportunities to use sustainable goods and services. In the NCC research, consumers said they were happy to do their bit for the environment, but wanted environmentally sustainable consumerism to be simple and convenient.
“Consumers want to take food home in packaging that contributes to their families' wholesome food experience,” said Stefano Cavallo, business development manager of NatureWorks® manufacturer Cargill Dow BV, which commissioned the survey. “Because it's made from a renewable resource, NatureWorks® PLA packaging satisfies consumers' need to feel good about the complete product they purchase, while not requiring them to significantly change their buying habits.”
The same survey was carried out on the continent, where 59 per cent of a further 1,800 European consumers ranked the concept “very desirable”, while 72 per cent of those rating it as “very desirable” said they would pay 10 euro cents more for fresh foods packaged in nature-based packaging. Sixty-seven per cent were willing to spend an extra 20 euro cents per food item.
Retailers in Europe, North America and Asia are already taking advantage of consumers' desire for nature-based solutions by using packaging made from NatureWorks® PLA with natural foods including fresh fruit, vegetables, salads, and pasta, as well as delicatessen and bakery items.
“We're finding that customers are interested in foods produced and packaged in ways that respect the environment. They understand the benefits of packaging made from a renewable resource,” said Mario Spezia, sales director, IPER, a supermarket chain with 21 stores across northern and central Italy.
“They want to do their part in protecting the environment and this gives them a way to contribute directly.” One of the first major food retailers in Europe to use packaging made with NatureWorks® PLA, IPER has more than doubled its use of the packaging since it was introduced it in stores in 2002.
“The positive customer response to NatureWorks® PLA packaging seen by retailers in Europe demonstrates a growing market for nature-based packaging, which many consumers feel to be a more sustainable option,” said Cavallo. “As consumers gain more access to sustainable products like NatureWorks® PLA, research shows they will support it at the checkout.”
No comments yet