Brands face losing customers over excessive packagingPublication Date:
05 March 2020
In a world where sustainability is front of mind, recent research undertaken by leading paper and packaging group, Mondi, sounds a warning bell for excessive packaging.
According to its online survey of over 2,000 people aged 16-75 across the UK conducted by Ipsos MORI, the majority of British consumers say they would switch to a different brand because it uses less packaging than other brands do. Southerners outside of London are the most likely to make the switch, with Londoners, Scots and the Welsh trailing behind.
The main results show:
- Brands face losing customers over excessive packaging: Just under six out of ten (58%) British consumers say that when shopping for food and everyday household items, they would switch to a different brand because it uses less packaging
- Southerners come out on top: Just over six out of ten (62%) Southerners* outside of London say they would switch to a different brand because it uses less packaging, in comparison to only five out of ten consumers in London (54%), Scotland (53%) and Wales (47%)
- Women are leading in the drive to switch: six out of ten (61%) British women would switch brands for one with less packaging when shopping for food and everyday household items, with just over five out of ten (54%) men saying the same
- Xennials are more likely to switch brand for less packaging than Baby Boomers and Gen X: Just under two thirds (65%) of 35-44 year olds, the generation known as Xennials, say they would switch to a different brand because it uses less packaging. In comparison, only around five out of ten Generation Xers (54%), aged between 45 and 54, and Baby Boomers (52%), aged between 55 and 75, say the same
Commenting on the survey findings Sara Sizer, Group Communication and Marketing Director at Mondi, said:
“It is encouraging to see that consumers are willing to make different choices to accommodate more sustainable packaging. For brands, the survey results highlight the importance of incorporating sustainability in their packaging development and production.
At Mondi we make packaging which is sustainable by design, by focusing on the purpose of packaging, reducing the volume of raw material used and developing fit-for-purpose paper and plastic packaging which is designed for recycling or reuse.”
Mondi works with its customers to create EcoSolutions – an approach that creates bespoke packaging solutions that will ensure businesses can protect the product, promote the brand and deliver on their sustainable packaging commitments.
Research was carried out by Ipsos MORI on behalf of Mondi Group. It surveyed a nationally representative quota sample of 2,255 adults in the United Kingdom aged 16-75 using its online omnibus. Fieldwork took place between 21st and 24th January 2020. Data has been weighted to the known offline population proportions for age within gender, government office region and working status. Percentages have been rounded to the nearest whole percentage.
*) Southerners are defined as those living in the South West and South East of England outside of London.
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Mondi is a global leader in packaging and paper, delighting its customers and consumers with innovative packaging and paper solutions that are sustainable by design. Our business is fully integrated across the packaging and paper value chain – from managing forests and producing pulp, paper and plastic films, to developing and manufacturing effective industrial and consumer packaging solutions. Sustainability is embedded in everything we do. In 2019, Mondi had revenues of €7.27 billion and underlying EBITDA of €1.66 billion.
Mondi has a premium listing on the London Stock Exchange (MNDI), and a secondary listing on the JSE Limited (MNP). Mondi is a FTSE 100 constituent, and has been included in the FTSE4Good Index Series since 2008 and the FTSE/JSE Responsible Investment Index Series since 2007.