Annual consumer research on packaging and shopping trends across CEE markets commissioned by leading packaging and paper group Mondi, in association with Karmasin Research & Identity,* reveals a surge in online shopping across five Central and Eastern European countries. The study revealed that almost half of consumers (45%) are doing more shopping online as a result of the Covid-19 pandemic than previously. With nearly nine out of 10 (86%) of those new to buying online in 2020 saying they will continue to shop via the internet.
Suitable packaging plays a key role in creating a positive online shopping experience, with over half of respondents (57%) confirming they are willing to pay up to three euros more for online goods delivered in packaging they can rely on to meet all of their needs, including protection of goods, easy handling and being environmentally friendly. This preference increases to three quarters (76%) in Poland.
Sustainable packaging remains important for consumers, with over three quarters (77%) citing this as a key requirement. This is nearly identical to findings from last year at 78%. Furthermore, eight out of ten (80%) cite green ways of disposing of their packaging, such as recycling, as important. This is unchanged from last year.
Due to the pandemic, consumers also experienced new online retailers, websites and brands with almost half of all respondents (49%) making new online purchases.
The global coronavirus pandemic has seen an acceleration in online shopping beyond expectations for 2020, in particular in new markets across Central and Eastern Europe, with many consumers experiencing new retailers, websites and brands. However, this change has not seen consumers compromise on their appetite to have their online shopping delivered wrapped in sustainable packaging. We have been working hard in collaboration with our e-commerce customers to provide the best packaging solutions to deliver on their sustainability commitments and ensure expectations are met for the eco-conscious end-consumer. The research also confirms that corrugated packaging is yet again the preferred material choice because of its environmental friendliness, ease of disposal and easy opening and reuse.
"2020 has demonstrated that consumer habits have evolved through necessity but these changes are likely to see long term change. Retailers will have to adapt their buying experience if they are to succeed in the future and adapt to consumers' changing needs. Furthermore, it is reassuring that while shopping habits have changed, focus on sustainability remains important for consumers," said Sophie Karmasin, Founder at Karmasin Research & Identity.
Sustainability sits firmly at the heart of Mondi’s strategy and customer-centric approach, EcoSolutions. By asking the right questions and guided by the principles of ‘replace, reduce, recycle’, Mondi develops bespoke, smart, fit-for-purpose packaging solutions for customers. A holistic approach to packaging ensures that Mondi’s focus is on being sustainable by design.
Mondi is a global leader in packaging and paper, contributing to a better world by making innovative packaging and paper solutions that are sustainable by design. Our business is fully integrated across the value chain – from managing forests and producing pulp, paper and plastic films, to developing and manufacturing effective industrial and consumer packaging solutions. Sustainability is at the centre of our strategy and intrinsic in the way we do business. We lead the industry with our customer-centric approach, EcoSolutions, where we ask the right questions to find the most sustainable solution. 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.