Consumers’ Environmental Concerns Impact Packaged Beverage Industry: Study

Ninety-four percent of Americans are concerned about the long-term effects that their packaged beverage purchases and consumption have on the environment.

That’s according to a recent BeveragePulse.com study by Concept Catalysts and iModerate Research Technologies. The study also showed that recycling was cited frequently (45 percent) as the most important environmental concern for packaged beverages. Health concerns and economic issues also contributed to recent category declines in packaged beverage purchases.

The BeveragePulse.com report, “Environmental Concerns: the Impact on Beverage and Package Decisions,” also contained the following findings:

-Environmental concerns are driving down the consumption of bottled water
-Although 56 percent of consumers cited recycling as a critical issue, many aren’t recycling at work or away from home
-Concern for environmental issues among consumers has risen as a result of the Gulf of Mexico oil spill
-Half of the respondents are confused about the meaning of sustainability, some citing it as a negative environmental attribute

Our research shows that consumers think about the environment when they are making beverage purchases,” said Bob Falkenberg, founder of BeveragePulse.com and president of Alpharetta, Ga.-based Concept Catalyst. “Specifically, the findings indicate that consumers relate positively to packages that are easy to recycle. Beverage companies should start a full-court press on recycling.”

The research is the result of a mixed-methods approach, combining quantitative and qualitative methods to explore what drives consumers’ packaged beverage purchasers. The study sampled more than 500 respondents.

BeveragePulse.com is the leading source for consumer insights for the beverage packaging industry.