Issued by: Nielsen


South Africans were in fact among the top 10 countries globally who would give up all forms of packaging for convenience purposes, with 60% of respondents saying they would give it up in order to benefit the environment.

At the other end of the scale, the Nielsen survey found consumers were least willing to give up packaging designed to keep products clean and untouched by others (27%); packaging designed to keep products in good condition (30%); packaging information in the form of food labelling, cooking and usage instructions (33%); and packaging that preserved products to make them last longer/stay fresher (34%). South Africans were generally more willing to give up all forms of packaging, with at least 32% of respondents being willing to give up each type of packaging that could possibly benefit the environment. Despite all the well known global environmental issues, however, one in ten consumers were not prepared to give up any aspect of packaging for the benefit of the environment.

This study was conducted among 26,486 internet users in 47 markets¹ from Europe, Asia Pacific, the Americas and the Middle East. It must be noted that this survey is a reflection of internet users' attitudes and therefore represents online consumers' behaviour and attitudes only.

“Our survey found consumers' responses towards packaging reflected regional and lifestyle factors which are all important considerations for FMCG manufacturers,” said Lennart Bengtsson, President Nielsen Eastern Europe, Middle East and Africa (EEMEA).

Generally, Europeans and North Americans were in agreement on the kinds of packaging they would forego to help the environment. Nearly sixty-percent of Europeans and North Americans would give up packaging designed for stacking and storing at home, and 55 percent also said they were willing to give up packs that can be cooked in or kept at home as a re-sealable container.

Among Asians however, forty-two percent said they would be prepared to give up stack-and-store packaging and only thirty-nine percent would be prepared to forgo ‘easily transportable' packaging. ”Asian homes tend to be smaller and have limited storage space, so ‘stack and store' options are more practical and preferable,” observed Lennart. “Asian lifestyles also determine that Asians were least likely to give up convenience packaging that can be cooked in or kept at home as a re-sealable container, and easy to transport packaging.”

Interestingly, environmentally-aware New Zealanders topped global rankings as the nation most prepared to give up all these packaging aspects for the sake of the environment. This may in large part be due to high levels of ‘eco-consciousness', including in-store reminders and recyclable bag merchandising by supermarkets, and weekly recyclable rubbish collection instituted by local authorities in most cities.

“Asian consumers place a high priority on fresh food. 90 percent of urban Asian shoppers go to Wet Markets to buy their main Fresh Food and shop as often as 10 times a month at traditional grocery stores. In Europe, Finnish shoppers visit the supermarket/hypermarket/discounters on average only six times a month, while French, Portuguese, Belgian and Swedish consumers make eight shopping trips per month, according to Nielsen ShopperTrends. “In contrast, Asians' frequent shopping trips for Fresh Food means they don't tend to buy food with packaging designed to prolong shelf life or preserve food,” noted Lennart.

In Latin America, the world's most concerned region about climate change -according to Nielsen's global Environmental Concern barometer, consumers were most willing to give up all other types of packaging if it would benefit the environment. These included packaging which preserved products for a longer shelf life, packaging with included labelling and cooking information as well as packaging which kept products in good condition and packaging for hygiene which kept products clean and untouched.

Overall, the two aspects of packaging that consumers would be reluctant to give up are “protective” packaging – that keeps products in good condition, and hygienic aspects of packaging – that keeps products clean and untouched by others. South Africans were in line with the regional average, with 27% of respondents being willing to give up hygienic aspects of packaging. Globally, Europeans (23%) and North Americans were least prepared to give up packaging for hygiene and protective purposes.

Thai consumers (27%) topped global rankings as the nation least likely to give up any aspect of packaging for the sake of the environment, followed by sixteen percent of Japanese. According to findings from Nielsen's packs@work studies in Asia, Japanese consumers claim aesthetics to be a strong driver of pack preference. In South Africa, only 10% of respondents were not prepared to forgo any aspects of packaging.

For retailers and the FMCG industry, the results of Nielsen's global packaging survey revealed vast differences between regions when it comes to attitudes towards packaging.

“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 their kitchen. Cultural food and shopping habits are also main influencers in packaging choice,” said Lennart. “As global concern and awareness for the environment continues to grow, consumers around the world are demanding more action from retailers and FMCG 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,”

In fact, according to Nielsen's twice-yearly global Environmental Concerns survey, consumers who said they were ‘very' concerned about packaging waste increased from thirty-one percent to forty percent between May and November 2007. In the latest round of the survey, concern for packaging waste increased more than any other environmental concern outpacing concern for climate change, water shortage, water and air pollution and use of pesticides.

According to Nielsen's 360° proprietary pack research system, packs@work™, food retailers and manufacturers are continuously striving to meet consumer demand for more eco-friendly packaging solutions that minimize impact on the environment. “In more eco-aware markets 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. What most consumers expect is packaging that provides an added ‘feel eco-good factor', by minimising environmental impacts,” said Lennart.

In more eco-conscious countries, Nielsen packs@work studies reveal consumer preference for packaging that is recyclable, biodegradable and safe from a disposal perspective - using materials such as paper, cardboard and/or glass rather than plastic or polystyrene. Glass packaging for example, is considered to be hygienic, inert, recyclable, tamper proof, and potentially to extend product life. And its aesthetic appeal provides positive cues about product authenticity, quality and efficacy. “We are starting to see some backlash against plastics that are not recyclable, or whose chemical composition may lead to tainting or degradation of product quality,” said Lennart.


¹47 Markets Covered: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Latvia, Lithuania, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Thailand, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Turkey, UAE, United Kingdom, US and Vietnam.

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[19 Feb 2008 16:20]

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