Given the fact that packaging is the first aspect of a product consumers interact with, the influence it has in enhancing trust and perception of value can’t be underestimated. In fact, in a recent Amcor survey, close to 70% of respondents admitted to buying a product (at least sometimes) based on its packaging alone.

New consumer research about coffee packaging preferences

Amcor conducted a survey across multiple European countries to understand consumer preferences when making coffee purchasing decisions. The study identified key criteria that drive repeat purchases and shed light on what's important when designing coffee packaging.

We asked consumers what criteria would make them purchase a product again? Not surprisingly, taste and aroma topped the list at 84%, followed by price at 73%, with pack size coming in at 54% and the sustainability of the packaging at 48%.

We also discovered that 23% of European consumers have already stopped buying a product because of poor packaging. Among the younger generations, this figure is even higher at 37%.

Importance of convenience in packaging

What constitutes ‘poor’ or ‘good’ in terms of packaging to a consumer? Convenience is one thing. When it comes to packaging functionality, consumers rated ‘easy to open and reclose’ as second most appealing, just after the top answer of ‘preserves coffee aroma’.

To help consumers recognize these convenience features, brands can highlight their packaging's functionality (such as easy-open and reclose) with clear on-pack graphics and messaging. This is especially important since 33% of consumers say they wouldn’t purchase the same pack again if it wasn’t convenient to use.

Sustainability is another key motivator

Nearly 50% of respondents identified sustainable packaging as being important to them. While 34% of consumers say they would not repurchase a product with packaging they considered to be ‘unsustainable’. Adding weight to this argument, 80% of consumers say they would be willing to pay a premium for a more sustainable product.

The good news? There are more sustainable coffee packaging options available for your brand today. Our AmPrima® Plus Recycle-Ready range for coffee can be used for both roast and ground products. Suitable for all typical coffee pack formats and sizes, it offers the barrier, material stiffness, seal strength, graphics performance, and fast run speeds of traditional, non-recyclable packaging. And it can help you lower your packaging's carbon footprint by up to 73% compared to standard coffee packs.

Packaging helps create loyalty within ecommerce

Our survey also revealed the top reasons why consumers stopped buying coffee due to the packaging it comes in. Thirty-four percent (34%) said the pack wasn’t robust enough. Similarly, 33% cited both difficulty in avoiding spillage and difficulty getting the coffee out. The result is these consumers won’t buy the same coffee again, meaning a potential loss in sales.

Ensuring the integrity of packs is important, especially for coffee sold and delivered by e-commerce. Packaging needs to be able to withstand the various knocks and drops during transport all the way to the consumer’s doorstep. If coffee packs arrive in optimal condition, a brand can gain loyal customers and boost online sales.

Amcor's ecommerce-ready packaging solutions can help ensure your coffee packs are ready for logistical challenges. ISTA and Amazon developed ISTA 6A test protocols to ensure products arrive undamaged and intact. We test our packaging in our Ecommerce Lab to meet Amazon’s ISTA 6A and many other global testing standards.

Ready to talk about coffee packaging?

As our recent research demonstrates, taste and aroma are no longer the only considerations for today’s coffee drinkers. Packaging also has a significant role to play in encouraging consumers to make a repeat purchase.

Contact us to talk about coffee packaging. Whether it's improved sustainability, shelf-appeal, convenience features or technical requirements you're after - our coffee packaging experts are ready to help.