Research: How to reach your sustainability goals in confectionery packaging

Consumers want brands to understand and cater to their needs, and more and more their attention is turning to the packaging of the products they purchase. Around 19% of consumers say they are willing to pay more for what they consider to be a more environmentally friendly product, even shifting loyalty completely if another brand can offer it more effectively.

This desire for more sustainable products has increased across Europe (in particular in Spain, Germany and France) since the start of the pandemic, which has changed people’s buying habits. Consumers want healthy and hygienic packaging, and at the same time want brands and retailers to promote more sustainable packaging solutions, all of which affects overall purchase intent.

Despite consumers in Germany and Spain looking for ways to save money when shopping right now, 24% and 26% say they are still willing to pay more if the products are deemed to be environmentally friendly, showcasing the importance of embracing this mindset.

Research: What’s important to confectionery shoppers in 2021?

In April 2021 Amcor conducted research across five European markets to test consumer perception of confectionery packaging. The study sought to uncover what shoppers truly want from their chocolate and sweets packaging, and how brands can respond. The findings are discussed in our webinar.

Read on for a few of the insights we cover in the full webinar...

Insight 1: Consumers will choose more sustainable packs

The research found that, across all markets, consumers say they would choose chocolate bars with more sustainable packaging over those using standard plastics.

This was particularly clear in UK, France and Italy where bio-based plastic PE (derived from sugar cane) and paper packaging have a greater impact on purchase intent, overall appeal and the perceived trustworthiness of a brand. In fact, to differing extents, in all countries paper scored as the most preferable packaging solution and was perceived as better for the environment.

Insight 2: Consumers want clear on-pack information

To make informed choices, consumers want to have clearer communications from brands regarding the sustainable nature of the packaging. With a wide variety of sustainability claims, statements, logos and symbols in the market, it’s easy to understand why consumers sometimes get confused.

It’s apparent that consumers believe it is the responsibility of brands to explain their sustainability practices, but we found that official logos don’t resonate as strongly as might be expected. Instead, clear, direct statements help create a positive perception. For example, words like “bio-based”, “plant-based”, and “recyclable” scored high in appeal.

Insight 3: EU regulatory changes are coming

The need for more sustainable packaging is also being driven by the recent EU Commission’s guidelines to make plastic packaging recyclable and to reduce the use of virgin plastics by 2030. The webinar explores current and upcoming packaging options for confectionery brands looking to make a change.

Ready to learn more?

If you want to learn more about our research into consumer perceptions of confectionery packaging, and packaging options to help you meet those expectations, watch our webinar on demand, hosted by Amcor’s confectionery packaging experts Manon Dupre and Sarah Schoorl.

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