Consumers Willing to Pay More for Fresh, Sustainable Packaging

Regarding food and beverage packaging, consumers are likely to pay more for value-added features that relate to freshness and sustainability, according to a global study conducted by Ipsos InnoQuest.

When asked which potential packaging features would motivate them to spend more, consumers indicated “Packaging that keeps food fresh longer” (55 percent) and “Packaging that is environmentally friendly” (55 percent). Following freshness and environmental benefits, consumers said they were likely to pay more for packaging that is re-usable (42 percent) and easier to use (39 percent).

Interestingly, more sophisticated packaging features are less likely to motivate consumers to spend more: packaging that prevents mess or spills (34 percent), keeps food and beverages at the right temperature (33 percent), and makes it easier to eat and drink on-the-go (31 percent).

“Packaging plays a key role in consumer packaged goods innovation, whether marketers are introducing new products or trying to invigorate existing brands,” said Lauren Demar, Global CEO, Ipsos InnoQuest. “As a key driver in the consumer’s decision to buy, packaging features can often be leveraged to charge a premium.”

Demar added that because consumers place a higher value on packaging that preserves freshness and provides environmental benefits, marketers may have the opportunity “to win over consumers and increase revenues through innovative package designs that deliver sustainability of freshness as well as sustainability of the planet.”

Ipsos InnoQuest’s study surveyed 19,883 adults from 26 countries, including Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Indonesia, Italy, Japan, Malaysia, Mexico, Poland, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Turkey and the United States of America.