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Global consumers demand smarter packaging Global consumers are guided
by product packaging in their buying behavior, 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...
These are the results of an international study by Innventia, Packaging
2020, carried out in association with Kairos Future, among consumers
in the US, India and Sweden.
The report describes seven global forces and their impact on the packaging
industry and the packaging of the future. 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 aluminum packaging that Swedes shy away
from.
There are demands for tougher quality controls and stricter environmental
legislation, and a clear majority of consumers in all three countries
would like to see somewhat stricter or much stricter environmental legislation.
Global consumers--particularly those in Sweden--are keen to see more
innovative packaging. For example, three out of five (63 percent) would
like to be able to scan goods to find out more about their origin and
delivery, as well as detailed information about the content.
"A growing global middle class, an aging population, limited access
to raw materials and intensified urbanization are a few of the megatrends
posing challenges for the product and packaging industry," says Fredrik
Rosén, Manager of the Market and Consumer Insight group at Innventia.
"We're seeing purchasing decisions being guided by the packaging material
itself, not just the appearance of the packaging. We're also seeing
a clear demand and a great need for smarter packaging. In the future,
stricter demands will be placed on packaging materials that come into
contact with foodstuffs.
The growth in online shopping will bring both challenges and opportunities
for the packaging industry. For example, will the brown cardboard boxes
that products are usually shipped in today still be as brown and boring
in the future, or will they become an important part of branding?
When it comes to the packaging value chain, as the quest for high quality
raw materials intensifies, recycling players will occupy a significantly
stronger position. And it's not unlikely that we'll see structural collaboration,
whereby recyclers become involved in other parts of the value chain."
THE REPORT IN FIGURES:
A copy of the report can be ordered from www.innventia.com/packaging2020.
For more information and to request an electronic copy, contact Fredrik
Rosén at: fredrik.rosen@innventia.com.
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