Packaging 2020 - Innventia Global Outlook

“Packaging 2020” is the name of our first report in the series ”Innventia Global Outlook”, where we identified global forces and their impact on the packaging industry and the packaging of the future.

Packaging 2020 - Innventia Global OutlookThe report describes seven global forces and their impact on the packaging industry and the packaging of the future. The conclusions are based on a survey carried out among consumers in the US, India and Sweden.

Global consumers are guided by product packaging in their buying behaviour, not least in India. We reject products in plastic packaging and feel guilty when we throw away plastic water bottles. We worry about the amount of packaging consumed by society, and when shopping online we might consider having goods delivered in simple standard packaging instead of the original packaging if it makes them cheaper.

A clear majority of the 1,500 respondents see major problems with society's consumption of packaging. There are particular concerns about the environmental impact of packaging in India, where 60 percent are prepared to go so far as to avoid purchasing a specific product if the packaging is seen to be environmentally unfriendly. The corresponding figure in Sweden is 20 percent. Plastic packaging is deemed to be the biggest environmental villain among Americans and Indians, while it is mainly aluminium packaging that Swedes shy away from.

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Release av Packaging 2020
Release of Packaging 2020

About the survey

A quantitative survey was carried out in order to measure the attitudes, feelings and behaviours of the public in relation to the issues dealt with in the report. The survey was carried out in October 2012 using access panels with respondents in India, Sweden and the US. There were 500 respondents in each country, and the results were weighted to increase representativeness in terms of gender and age. Since the survey was carried out using internet panels, the Indian responses do not correspond to the population as a whole but rather to the Indian middle class, which was the intention of the survey.

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The report in figures:

56 percent of consumers in India say that recycling is extremely important to them, compared to 32 percent in Sweden and 37 percent in the US.

When shopping online, 94 percent of Swedes would consider paying less for goods delivered in simple standard packaging instead of the original packaging.

20 percent of Swedish consumers worry very often about packaging containing harmful substances. The corresponding figure in India is 43 percent.

In India, 50 percent think that much stricter environmental legislation is needed. In Sweden, 17 percent take the same view, while 43 percent think legislation should be somewhat stricter.

60 percent of consumers in India avoid purchasing goods if the packaging is perceived to be environmentally unfriendly. In Sweden, the figure is 20 percent.

8 percent of Swedes worry that food may have thawed out on its way to the shop. The corresponding figure in India is 77 percent.

65 percent of Swedish consumers think that plastic is the least environmentally friendly material, compared with 47 percent for aluminium and 4 percent for paper (multiple answers were possible). In India, 30 percent think that paper is the least environmentally friendly material.

80 percent of Swedes think that requiring consumers to wear plastic gloves when handling fruit in a food shop is a bad idea, but 65 percent of consumers in India think this is a very good idea.

29 percent of Americans buy food online at least once a month. The corresponding figures are 35 percent in India and 5 percent in Sweden.

81 percent of Americans over the age of 55 say that the most irritating thing about packaging is difficulties opening it.

63 percent of Swedes say that they would be interested or extremely interested in being able to scan goods to find out more about their origin and delivery, and/or detailed information about the content.

44 percent of Swedish consumers have chosen one product over another in the last month, simply because it has been produced locally. The corresponding figure in the US is 32 percent.

87 percent of Swedes taste milk before discarding it once it has passed its best before date.