Packaging Matters! MWV releases study results
Packaging continues to hold significant importance for global consumer satisfaction, with a strong link to purchase intent and brand loyalty.
Packaging Matters! MWV releases study results
19 May 2015 News
Packaging continues to hold significant importance for global consumer satisfaction, with a strong link to purchase intent and brand loyalty. This is one of the key findings from the recently released ‘Packaging Matters’ study by MeadWestvaco Corporation (MWV), a PEFC International Stakeholder member.
How consumers behavior is strongly correlated to packaging satisfaction: consumers who are completely satisfied with packaging are more likely than their less satisfied peers to purchase and use products frequently (57% v. 47%), shop frequently (24% v, 17%), and try something new because of packaging (44% v. 36%).
The study also revealed how the importance of packaging varied across the various product categories, with the greatest impact on purchase decision found in refrigerated/frozen foods, beauty/personal care/fragrance, and take-out food/beverages.
Nevertheless, there is still room for improvement. While more than 80% of global consumers are at least moderately satisfied with packaging, just over 1 in 10 are completely satisfied, leaving an opportunity for brands. However, almost 80% of respondents believe brands are headed in the right direction when it comes to new trends in packaging.
A key way brand owners can improve the consumers’ packaging satisfaction is through choosing PEFC-certified materials for their packaging and using the PEFC label to communicate this commitment to sustainable sourcing. As shown by the first PEFC/GfK Global Consumer Survey, the overwhelming majority of consumers globally - more than 80% - want companies to use labels on products to communicate their responsible sourcing practices to them.
Certification labels, such as the PEFC label, are not only the most trusted means of giving confidence to consumers that wood-based products are sustainably sourced, they also help consumers make ethical choices. In fact, nearly two-thirds of all those surveyed agreed that their shopping choice for a labeled product can make a positive difference to the world’s forest.
The first PEFC Global Consumer Survey was undertaken by German-based GfK on behalf of PEFC International with a sample of a total of 13,000 people in 13 countries, 1,000 men and women aged 16+ years per country, in Australia, Austria, Brazil, China, Finland, France, Germany, Italy, Japan, Spain, Sweden, UK and USA.