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Future of packaging

from a european consumer perspective


report 2012

Final report, Future of Packaging from a European Consumer Perspective

TABLE OF CONTENT

Table of content
introduction 4
3
INTRODUCTION
About the study and the report
A few trends on the market today
What role does packaging play for consumers?

results
consumer
research
RESULTS CONSUMER
RESEARCH

Consumer behaviors from conscious to image driven


Specific consumer practices nitty-gritty stuff and everyday rituals
Hassle free packaging intuitive all the way
Love and hate the importance of great function and aesthetics
When does the packaging make me change my mind? Previous experience and
recognizable brands
What is society today affects my preferences of packaging? Values and attitudes
Country specific findings

conclusions, opportunity areas and ideas


CONCLUSIONS, OPPORTUNITY AREAS AND IDEAS FOR FUTURE
for
futue development
DEVELOPMENT

Conclusions
Opportunity areas
Ideas for future development
A few last words

5
9
11

1213
13
17
21
25
31
35
40

4748
48
50
52
62

APPENDIX

62

Appendix 1: List of respondents


Appendix 2. List of expert interviews
Appendix 3: Notes from the round table discussion

NINE / Billerud 2011-2012

Final report, Future of Packaging from a European Consumer Perspective

Final report, Future of Packaging from a European Consumer Perspective

Introduction

INTRODUCTION
INTRODUCTION

The world is changing rapidly. In the early 80s the media landscape in most European
countries was regulated to a much greater extent than today and no one had a mobile phone.
30 years later over 100% of the population in several European countries have a mobile phone
(due
to double
subscriptions),
during
an hours
surfing
we areinexposed
to about 500
The world
is changing
rapidly. In
the early
80s Internet
the media
landscape
most European
commercial
messages,
a
regular
supermarket
contains
over
25
000
items
and
there
is phone.
a general
countries was regulated to a much greater extent than today and no one had a mobile
overload
of
information
in
society.
Hence,
consumers
today
have
a
reverse
problem
compared
30 years later over 100% of the population in several European countries have a mobile phone
to
30to
years
ago;subscriptions),
they have to protect
from the
abundance
alternatives
rather
than
(due
double
during themselves
an hours Internet
surfing
we areof
exposed
to about
500
having
too
little
to
choose
from
on
the
shelves
in
the
stores.
commercial messages, a regular supermarket contains over 25 000 items and there is a general
overload of information in society. Hence, consumers today have a reverse problem compared
This
affects
and has
led to an ever-increasing
importance
for companies
and
to 30development
years ago; they
havesales
to protect
themselves
from the abundance
of alternatives
rather than
brands
to
be
for
real
and
to
be
authentic.
Old
marketing
theory,
like
Philip
Kotlers
4Ps
from
having too little to choose from on the shelves in the stores.
1967, is getting down to the basics you do not win consumers unless you have a good product
dressed
in good packaging.
Thisand
putshas
much
more
focus on branding
and packaging,
since and
This development
affects sales
led to
an ever-increasing
importance
for companies
packaging
has
the
biggest
impact
at
the
moment
of
purchase.
brands to be for real and to be authentic. Old marketing theory, like Philip Kotlers 4Ps from
1967, is getting down to the basics you do not win consumers unless you have a good product
Packaging
suddenly
the focal
of many
discussions:
dressed in is
good
packaging.
Thispoint
puts much
more
focus on branding and packaging, since
packaging
hasmarketing
the biggest
impact
at the
moment
of purchase.
A strong
tool
should
we move
marketing
spending to packaging development?
Packaging is seen as waste how can we turn it into a hero?
Packaging
is suddenly
the focal
point
of many
discussions:
Food waste
is the worst
waste
good
protection
(packaging) is key.
Consumers
can
filter
all
marketing
but
the
packaging
you cannot
zap awaydevelopment?
from a physical and
A strong marketing tool should we move marketing spending
to packaging
packed
product.
Packaging is seen as waste how can we turn it into a hero?
Food waste is the worst waste good protection (packaging) is key.
The role
of packaging
is changing
bit bybut
bitthe
andpackaging
makes itimportant
understand
Consumers
can filter
all marketing
you cannottozap
away fromwhat
a physical and
Knowledge
for
the
further
development
of
smarter
packaging
European
consumers
really
think
of
packaging
today
and
tomorrow.
This
is the
reason why
packed product.
Billerud and NINE initiated this research project in June 2011 focusing on the role of packaging
in
everyday
retail stores.
The project
consists
comprehensive
desk
research, expert
The
role of packaging
is changing
bit by
bit andofmakes
it important
to understand
what
interviews,
a
unique
ethnographic
consumer
study
and
a
round
table
discussion.
We have
European consumers really think of packaging today and tomorrow. This is the reason
why
followed
andNINE
interviewed
in five
countries,
Germany,
and
Billerud and
initiatedconsumers
this research
project
in JuneFrance,
2011 focusing
onSweden,
the role Turkey
of packaging
the
UK,
while
they
are
shopping,
getting
home
with
the
goods,
using
them
at
home
or
on
in everyday retail stores. The project consists of comprehensive desk research, expert the
go
and finally
recycling
or disposing
the packaging.
What
kind oftable
packaging
do they
interviews,
a unique
ethnographic
consumer
study and
a round
discussion.
Welove
haveand
hate?
What
is
hassle
free
packaging
for
them?
And
what
in
their
everyday
lives
affect
them
followed and interviewed consumers in five countries, France, Germany, Sweden, Turkey
andto
take
specific
decisions
about
packaging
and
products
when
they
are
in
store
to
shop?
Those
the UK, while they are shopping, getting home with the goods, using them at home or on the are
examples
of questions
we have the
sought
to answer.
go and finally
recycling that
or disposing
packaging.
What kind of packaging do they love and
hate? What is hassle free packaging for them? And what in their everyday lives affect them to
This
is the fulldecisions
report containing
all results
from
the research
project
areas
take specific
about packaging
and
products
when they
are including
in store toopportunity
shop? Those
are
and
specific
ideas
for
future
packaging
development.
An
executive
summary
focusing
on
the
examples of questions that we have sought to answer.
conclusions, opportunity areas and ideas is also available for those readers who are short on
time.
This is the full report containing all results from the research project including opportunity areas
and specific ideas for future packaging development. An executive summary focusing on the
conclusions, opportunity areas and ideas is also available for those readers who are short on
time.
This research project has been conducted
by NINE on behalf of BillerudKorsns.
NINE offers services in the fields of consumer
behaviour, brand strategy, and graphic and
structural design as well as innovations.

www.nine.se

NINE / Billerud 2011-2012

Final report, Future of Packaging from a European Consumer Perspective

about
the
study
the report
About the
study
andand
the report
This report
report builds
builds on
on the
the results
results from
from a study
study conducted
conducted during
during June-December
June-December2011
2011 focusing
This
on understanding
understanding what
whatrole
role packaging
packaging plays
play for
on
forconsumers
consumers in
ineveryday
everyday retail
retail environments.
environments.
Focus has
has been
been on
on trends
trends and
and development
developmentin
in3-5
3-5years
yearstime.
time.More
Morespecifically
specificallythe
thestudy
studyaims
aims
Focus
at exploring
exploring 44 different
different research
researchquestions:
questions:
at



What
Whatisishassle
hasslefree
freepackaging
packagingfor
forconsumers?
consumers?
What
Whataspects
aspectsofofpackaging
packagingdo
doconsumers
consumerslove
loveand
andhate?
hate?
Whendoes
doesthe
thepackaging
packagingmake
makeconsumers
consumerschange
change their
theirminds?
minds?
When
Whatfactors
factorsininthe
thesurrounding
surroundingworld
worldaffect
affectconsumers
consumerspreferences
preferencesofofpackaging?
packaging?
What

In order
order to
to seek
seek answers
answers to
to our
our questions
questions we
wehave
haveused
usedseveral
severaldifferent
differentmethods
methodsininthe
thestudy.
study.
In
First, extensive
desk research
research was
was carried
carried out
out in
in order
order to
to understand
understand the
the most
most important
important
First,
extensive desk
changes and
and trends
trends that
that we
we already
alreadyknow
knowaffect
affectconsumers
consumersfrom
relationship
to packaging.
Based on
changes
five European
Cities; Stockthe desk
research
the final
research
questions
were
defined.
These
were and
further
explored
in an
holm
(Sweden),
Berlin
(Germany),
Paris
(France),
London
(Great
Britain)
Istanbul
(Turkey).
ethnographic
study
of
34
strategically
selected
consumers
from
five
European
cities;
Stockholm
In addition, we also carried out 7 expert interviews with professionals with different perspecti(Sweden),
Berlin (Germany),
Paris and
(France),
London (Great
Britain) andwere
Istanbul
(Turkey).
ves
on the subject.
Finally, experts
BillerudKorsns
representatives
gathered
for In
addition,
we
also
carried
out
7
expert
interviews
with
professionals
with
different
perspectives
a round table discussion of the results in the end of January 2012.
on the subject (please see appendix 2 for a list of all the experts). Finally, experts and Billerud
representatives were gathered for a round table discussion of the results in the end of January
2012.

STOCKHOLM

LONDON
PARIS

8 respondents

6 respondents

6 respondents
6 respondents

ISTANBUL

6 respondents

The ethnographic consumer study was carried out in 5 European cities.

NINE / Billerud 2011-2012

BERLIN

Final report, Future of Packaging from a European Consumer Perspective

Ethnography is a qualitative method that aims at understanding why and how consumers think
and act the way they do. It is valuable to use when we already have good knowledge about
what consumers say that they do on an aggregated level. With this approach we can discern
problems, needs and behaviors that tell us something about how our respondents relate to and
feel about packaging. In this study, this has been attained through several meetings with each
respondent:

Shop-a-long in an everyday retail store and follow home to observe the unpacking
and storage of goods.
One long interview, approximately one hour.
One photo-elicitation exercise using pictures that stimulate the respondents
imagination and associations, approximately one hour.
Follow-up interview, approximately 1/2 hour.
The respondents in the study were selected in order to fulfill a number of criteria that we had
set up as seen in the table below. The criteria were set in order to identify a group of consumers
that can be characterized as early adopters or trendsetters, i.e. people that are ahead of
others when it comes to trying and using new products, services, technology, fashion, news
etc. It is among these types of consumers that we will find behaviors and values that will trickle
down to larger consumer groups in the future. You will find a complete overview of all the
respondents in Appendix 1.

Criteria

Rationale

A mix of men and women between


25 and 40 years old

Strong group of consumers now and in


15 years time

Have a higher education and be


working more or less full time

Group of consumers with strong


purchasing power and likely to have
relatively more knowledge about
environmental issues compared to the
average consumer.

Be an owner and user of a smart


phone

To capture early adopters open to new


and innovative ideas.

Analysts at NINE have analyzed the results from the study. Based on the conclusions we have
formulated opportunity areas and generated ideas for successful packaging development. These
are presented at the end of this report.

NINE / Billerud 2011-2012

Final report, Future of Packaging from a European Consumer Perspective

a
snapshots
the ethnographic
consumer study
A few
few snapshots
from thefrpm
ethnographic
consumer study

It is important to have packaging that is


really airtight and protects from humidity,
especially in a country like Turkey.

A general understanding among


consumers is that they throw away a lot
of food. One of the reasons is that bad
packaging that doesnt keep the product
fresh and the lack of packages designed
for the increasing amount of single
households.

Sebastian in Berlin likes to buy his meat


over the counter, as do many of our other
respondents as well.

Lisa from Germany shops at her local


grocery store in Berlin.

Many of the respondents use a shopping


list to remember what to buy and make
shopping more efficient.

The idea of recycling is popular among


consumers but most find it too much of a
hassle and items for recycling tend to take
up too much space in the home, which
deter people from acting in accordance
with their ideals.

A general question among the


respondents is: why some vegetables are
packed but others are not?

NINE / Billerud 2011-2012

Final report, Future of Packaging from a European Consumer Perspective

Rainer from Berlin likes to buy vegetables but at home he


often forgets about them. I really have to eat more fruits
so I place them on the table because it stimulates me to eat
more of it.

The semi-cooked meals are popular among the


respondents. It is very important that they are hasslefree, look appetizing and are as natural as possible, which
means no additives. It is also preferable that theyre serveready, you should not even have to use a plate.

Anne-Marie from Kent, UK, likes to buy space-saving and


portion packed groceries.

The idea of buying locally produced products in season is


popular but most have the perception that these groceries
are more expensive.

According to Sebastian in Berlin everything looks the


same in the grocery stores.

The package in a package is not very popular according


to the respondents.

NINE / Billerud 2011-2012

Final report, Future of Packaging from a European Consumer Perspective

a
trends
on market
the market
A few
few trends
on the
today today
What are the most important packaging trends that we can see? This was the underlying
question that guided the work in the desk research phase. The desk research was carried out
using four different perspectives:
1.
2.
3.
4.

Consumer driven trends


Retail/FMCG driven trends
Politically/societally driven trends
Technology driven trends

The consumer driven trends are of particular interest in this report since we are mainly
interested in the future of packaging from a consumer perspective. However, it is important
to have the other trends in mind as well since all trends can potentially affect each other. For
example, a change in EUs directives on packaging would affect all market players and ultimately
the consumer as well. But trends and changes such as this is not the focus of this study; instead
we have chosen to focus on the trends where there is more potential to differentiate and offer
consumers a better alternative.

NINE / Billerud 2011-2012

Final report, Future of Packaging from a European Consumer Perspective

PERSPECTIVES

Consumers

Retail /FMCG

Politics & society

Economic
concerns

Prepare for the worst;


economic uncertainty
makes consumers less
likely to spend money

Increase of score cards


such as 3Rs/7Rs (e.g.
Walmart)
Increased focus on
in-store merchandising

Continued financial
crises in the developed
world, especially in
PIIGS countries

Increased focus on light


-weighting/downgauging
Increased focus on
reusable packaging

Environmental
concerns

Increased demand for


environmentally friendly
packaging
Increased interest in less
food waste
Continued strong
perception of packaging
= waste
Increased demand for
easy certifications/
labelling

Increased interest in
reducing food waste
Focus on fulfilling EU
Packaging Directive
Continued focus on easy
disposal/recycling
Increase of score cards
such as 3Rs/7Rs
Focus on increased shelf
life
Focus on the issue of
material vs. energy
recovery

Increased focus on less


food waste
Packaging & packaging
waste directive higher
on the agenda
REACH directive for
chemicals
Plastic bag bans energy
recovery

Longer shelf life (e.g.


MAP)
Better barriers
Lightweighting/
downgauging
Focus on environmentally friendly packaging
(e.g. renewable,
biodegradable, reusable)

Individualization

Increased demand for


identity boosting
packaging
Increased demand for
authentic packaging
Packaging should be an
experience

Private label goes


premium to lure
consumers
Portion control
packaging
Precise measurement

Globalization

Increased consumer
blindness due to
overflow of information
and choices

Increased retail power


Rebirth of retail
Point of Sales/
communication through
packaging/product

Product info/labelling
BPA Bans etc.
Increased education
level

Introduction of
technology in packaging
(e.g. traceable pkg)

Urbanization

Increase of smaller
households
Increased authenticity
strive (back to basic,
locally produced)

Single portion packs


Pack size divergence

Packaging & packaging


waste directive
EU vs individual
countries
Food contact legislation

Recyclable pkg
Functionalities &
convenience
Renewable pkg
Biodegradable pkg

Demographics
(Ageing)

Continued importance of
power of habits
Increased importance of
easy opening/reclose
Increased demand for
healthy options

Functionalities &
convenience

Lack of time

Increased demand for


all-in-one-packaging
Continued importance of
power of habits

Functionalities &
convenience

Technology
development

Technological development leads to apps in


everyones hand
Increased consumer
blindness

DRIVERS

RFID tracking
Increase of e-commerce

10
NINE / Billerud 2011-2012

Packaging materials
& technology

Functionalities &
convenience
Increase of customized
solutions

Traceable pkg
Customized pkg
Smart/active pkg

10

Final report, Future of Packaging from a European Consumer Perspective

what
role
does
packaging
play
for sonsumers?
What role
does
packaging
play for
consumers?
Before going into the specific results from the study it is useful to ask ourselves what we already
know about the role packaging play for consumers. As mentioned in the introduction, one
important fact to be aware of is that the public tends to have a negative perception of packaging
as being equal to waste (for example, a study from INCPEN/Valpak in 2008 among British
consumers found that 74 percent see packaging as waste). Previous research has also shown
that approximately 70 percent of purchase decisions are made inside everyday retail stores;
hence consumer behavior is to a great extent affected by the environment in the store. However,
this does not mean that it is easy to catch the consumers attention as the figures show below:
Everyday retail stores contain thousands of items (ranging from about 10 000 up to 40 000
depending on the size of the store).
Consumers regularly buy about 50 products, i.e. products that are bought on a regular basis for
example every week or every month.
In a standard British supermarket, consumers pass about 300 different brands per minute.
Hence, the key to success for a product is the ability to cut through the clutter and the
packaging can play an important role since it is the interface between the consumer and the
product.
There are several elements of perception when consumers look at a product in the store: the
product, the brand and the packaging. However, consumers tend to see these elements as
part of a whole, but their relative importance can vary depending on the situation and type of
product.

PACKAGING
PACKAGING

Elements of
perception

BRAND

BRAND

PRODUCT
PRODUCT

NINE / Billerud 2011-2012

11

Elements of
perception in the
consumers mind

11

Final report, Future of Packaging from a European Consumer Perspective

For example, good packaging design can enhance the perception of the quality of the product.
There are also products that consumers recognize in the store because of the packaging rather
than the brand name. The quote below from a Swedish respondent illustrates this well.
"If I buy flour I buy something that I recognize, Axa or
whatever its called."
Sebastian, 27, Stockholm, Sweden

The point is that the Swedish brand Axa does not sell flour, something that the respondent
cannot recall, but when he stands in front of the shelf in the store he will know which brand he
usually buys.
In short, the packaging has the potential of being a powerful tool in the store in order to catch
the consumers attention. This is no easy task, but we hope that the results and subsequent
ideas and visualizations of this report will provide the reader with insights and inspiration that
make it easier to make better packaging that consumers will love.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

RESULTS CONSUMER RESEARCH

Results consumer research


Let us look at the results from the ethnographic study, which constitutes the most interesting
research material in this study. The results have been broken down based on the four research
questions described in the introduction. But we will also describe consumer behaviors and
practices in this section of the report as well as a brief comparison of the most important
differences between the countries in the ethnographic study.
consumer
behaviors:
conscious
image driven
Consumer behaviors:
fromfrom
conscious
to image to
driven
How do consumers actual behavior influence how they relate to and feel about packaging? By
constructing five different types of behaviors that we can identify in the ethnographic study we
have aimed at understanding possible answers to that question. Since this is not a quantitative
study it is important to point out that the compilation does not illustrate consumer types, but
it is an interpretation of how our respondents are actually acting and behaving in the research
material. Hence, each respondent can incorporate all or several of these behaviors depending
on the situation. For example, in some situations a specific consumer acts in a stressed way
while in others he or she acts more according to an image driven behavior. The behaviors give
important clues to what factors that play a role for consumers depending on how they behave in
different situations.
The five behaviors are described in the table below. For each behavior we have also aimed at
identifying the relative importance of brand, product and packaging respectively.

Consumers say one thing but do another. Environmental issues are


ranked high but the consumers do not shop like that.
Julian Carroll, Managing Director for EUROPEN

In spite of the economic depression premium products still sell incredibly


well. The middle class shops cheap when buying staple groceries which
allows them to buy the more luxury products occasionally. The polarization
is increasing and the typical is to shop both Lidl and market hall.
Sofia Ulver Sneistrup, Assistant Professor, Consumer
Culture at the University of Lund, Sweden

NINE / Billerud 2011-2012

13

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Final report, Future of Packaging from a European Consumer Perspective

BEHAVIOR

Characteristics

Likes

Dislikes

STRESSED

Lack of time
Habit driven
Focused on product,
brand and packaging

Quick and easy


solutions

Redesign makes
products difficult to
find

SKEPTICAL

Distrustful of companies and systems


Wants to make their
own decisions (do not
want to be fooled)
Focused on product

Classical brands
Products/packaging
perceived as truly
honest

Large corporations,
PR/marketing
campaigns
Everyone who
dictates the terms to
them

VALUE-FORMONEY-DRIVEN

Focused on getting
the most out of their
money
Focused on product
Illoyal

Concise and accurate


information/labels
Packaging well in
congruence with
product

Feeling of being
fooled or paying too
much

IMAGE-DRIVEN

Open for new


products
Focused on brand and
packaging

Products/packaging
with added-value
Authentic/retro
lifestyle touch

Discount brands,
private labels

CONSCIOUS

Aware about health,


environmental and/or
ethical aspects
Knows the
complexity of health/
env./ethical issues

Chooses the
perceived most
healthy/env.friendly/
ethical out of 2
options

Dishonest packaging
and brands

NINE / Billerud 2011-2012

14

Final report, Future of Packaging from a European Consumer Perspective

Henry in London is aware of eco-labeling as


a successful way of marketing ones product.
When I see a mark, organic or something I
feel that it is extra quality. In fact, it doesnt
say that the quality is any better. Still, if I
were to choose between products I would
choose the one with a mark. I think about
animal welfare for example.

You want the stuff thats stored visibly to


reflect your identity, the way you are and the
way you want people to see you. I dont buy
Jack Daniels because its a good whiskey, its
because its RocknRoll.
Sebastian, 27, Stockholm, Sweden

We have to pay attention to the price tags


otherwise well go bankrupt in a year. But
we dont buy inferior products, we try to buy
the best products for a given price level and
we follow the discounts. When a product we
use is at discount, we buy multiple package
unless it is a food product that can lose its
freshness.
Alper, 37, Ankara, Turkey

Sanna from Stockholm thinks its too much


that shes supposed to consider each time
shes shopping for groceries. Though she
would like to, she doesnt have the time to
sort out whats good or not for her and the
planet. Eventually, all products that exists
are supposed to be good.

NINE / Billerud 2011-2012

15

14

Caroline from Paris likes a cute package.


She is open for new things but is always
careful when choosing a product. She
prefers packaging that has an added value,
something authentic she can reuse at home.

15

Final report, Future of Packaging from a European Consumer Perspective

A brand is the devil itself. A brand is about


building an image around the product and
that is exactly what I dislike. And packaging
is a means for that. It is not about improving
the product itself but the image of it. It is just
about selling more, more, more. And this is
what is destroying our planet.
Sebastian, 34, Berlin, Germany

Hanna in Berlin describes herself as a very


visual person. You buy an image with the
brand. In this case it says that I only buy
cheap products and my life is very poor
and cheap as well. Thats bad [laughing]!
Hanna, 33, Berlin, Germany)

Vera in London is a very busy person, studying and working


at the same time. It is very important that her grocery
shopping is quick and convenient. When I shop at night
after work, all I want to do is just get my products and
leave. I dont want to talk to anyone.

NINE / Billerud 2011-2012

I enjoy the idea of recycling. When I


carefully dispose recyclable items, I know
that it is useful for the nature, for the
economy and there are those poor people
making money out of it. [In Turkey waste
is collected by people who earn a living
from sorting the waste and selling it to
companies.]
Dilek, 34, Istanbul, Turkey

Bertrand in Paris likes the classical brands. He is very


careful with brands that want to place their product in an
eco-friendly and bio corner. Many bio labels are a simple
scam, as the methods used to produce the product are not
necessarily less eco-friendly than the ordinary ones.

16

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Final report, Future of Packaging from a European Consumer Perspective

specific consumer practices:


nitty-gritty
stuff
and everday
rituals
Specific consumer
practices:
nitty-gritty
stuff and everyday rituals
Besides the above described general consumer behaviors we have also identified specific
consumer practices on a micro-level. The everyday rituals and sub-conscious actions that
characterize all consumers. Our German respondent Katrin in Berlin throws away muesli that
does not fit into her own container. Vera in London consciously buys small packaging of food
since it helps her to vary her meals. There are hundreds of examples of specific and individual
consumer practices from the ethnographic study. Just like the above mentioned consumer
behaviors, these micro-level actions are valuable since they give us an increased understanding
about what people actually do with their products and packaging. When we find these types of
practices in our small sample of respondents we can also be sure that they exist in similar ways
among larger groups of consumers.
In order to make sense of them we have categorized the identified practices depending on the
underlying motive. Why does Katrin throw away the muesli? Probably it is a way of handling
order in her cupboards; to have a package of muesli with only a little left inside is a bit
annoying and disturbing. This specific practice has hence been placed in the category order
management. All 12 identified categories and practices are displayed in the following table.

17
NINE / Billerud 2011-2012

17

Final report, Future of Packaging from a European Consumer Perspective

Health management

Order Management

Sceptical motive

Final report, Future of Packaging from a European Consumer Perspective

Buys small pkg to vary her Categorizes packaging


Tried to boycott plastic
food
(Vera,
UK)
after
itsManagement
colour (Alper, TR) but
it didnt motive
work (SebasHealth
management
Order
Sceptical
tian, GE)

Waste managment

Reuseability
management

Aesthetic motive
17

Washes the glass jar and Never throws away a pkg


Reuseability
if its
cute (Caroline,
keeps
it for jam, rice or
Aesthetic
motive FR)
management
other
foods, cant throw
away glass jars (Funda,
Buys frozen pizza even if
Buys small pkg to vary her Categorizes packaging
throws away a pkg
Tried to boycott plastic
Would rather throw away Washes
TR) the glass jar and Never
it is trash beacause of the
food (Vera, UK)
after its colour (Alper, TR) but it didnt work (Sebas- packaging than reuse it
if its cute (Caroline, FR)
keeps it for jam, rice or
photo (Hannes, GE)
tian, GE)
(Jessica ,UK)
other foods, cant throw
away glass jars (Funda,
Buys frozen pizza even if
Throws away muesli
Washes the glass jar and TR)
Looks for 0% fat &
Doesnt buy stuff from
Reuses all kinds of jars, it isEats
crisps
from the
bag if
trash
beacause
of the
because it didnt fit the
keeps it for jam, rice or
amount of salt on
Ulker for ideological
including metal jars
pretty
otherwise
photo
(Hannes,
GE)she puts
container (Katrin, GE)
other foods, cant throw
youghurt pkg among
reasons (Seray, TR)
for pearls, and hangs
it in a bowl (Hanna, GE)
away glass jars (Funda,
others (Laetitia, FR)
necklaces on beer bottles
Throws away muesli
Washes
Looks for 0% fat &
Doesnt buy stuff from
all
kinds
of
jars,
Eats
crisps from the bag if
TR) the glass jar and Reuses
(Caroline, FR)
Poors
milk, oil and
because it didnt fit the
keeps it for jam, rice or
amount of salt on
Ulker for ideological
including metal jars
pretty
otherwise
she puts
vinegar,
otherGE)
bottles
container (Katrin, GE)
other foods, cant throw
youghurt pkg among
reasons (Seray, TR)
for pearls, and hangs
it in
a bowlinto
(Hanna,
and carafes (Emma, SE)
away glass jars (Funda,
others (Laetitia, FR)
necklaces on beer bottles
TR)
(Caroline, FR)
Poors milk, oil and
Chooses
on how
Tries to avoid plastic
Never buys products with He unpacks his groceries Mineral water she buys vinegar,
In the fridge she has evintoproducts
other bottles
the
packaging
is designed
& puts all packaging in
in PET bottles, which she and
containers because she
erything faced the same heavy advertising (Vera,
carafes
(Emma,
SE)
the same bin immediately can reuse and fill with wa- (Hanna,GE)
feels she can taste the
UK)
way (Anne-Marie, UK)
when coming back home ter or milk when on picnic
chemicals...like posion
Chooses products on how
unpacks
his groceries
Tries
to avoid
Never buys products with Heafter
In the fridge she has evshopping
(Gregoire, Mineral
(Lina, water
SE) she buys
(Seray,
TR) plastic
packaging
is designed
& puts
in PET bottles, which she theBuys
containers because she
erything faced the same heavy advertising (Vera,
Jack Daniels
whisFR) all packaging in
the same bin immediately can reuse and fill with wa- (Hanna,GE)
feels she can taste the
UK)
way (Anne-Marie, UK)
key because it is rock n
when coming back home ter or milk when on picnic
chemicals...like posion
roll, not because it tastes
after shopping (Gregoire, (Lina, SE)
(Seray, TR)
good (Sebastian, SE)
Buys
Jack Daniels whisFR)
key because it is rock n
Chooses
products
where
Spends up to 10 minutes Uses and stores products Never buys smoothies,
Gets anxious from the
We reuse our milk glass roll,
not because
it tastes
because they come in
she(Sebastian,
can see theSE)
contents
in front of a shelf compar- at home in the original
mixed materials in butter bottles for e.g. Juice.
good
plastic bottles (Rainer,
through the pkg (Jessica,
ing the list of ingredients packaging (Seray, TR)
packages, so she just
We also put clothes in
GE)
UK)
of cleansing agents (Jesthrows it all instead of
the nappy cardboard
Spends
up to 10 minutes Uses and stores products Never buys smoothies,
Gets
anxious
from
reuse our milkUK)
glass Chooses products where
sica, FR)
waste
sorting
as the
she usu- We
boxes.(Richard,
because they come in
she
can see the contents
in front of a shelf compar- at home in the original
mixed
materials
in
butter
bottles
for
e.g.
Juice.
ally does (Lina, SE)
plastic bottles (Rainer,
through the pkg (Jessica,
ing the list of ingredients packaging (Seray, TR)
packages, so she just
We also put clothes in
When he sees a bio
Stores products in tetra
Hanna assumes that
Reuses all kinds of jars,
GE)
UK)
of cleansing agents (Jesthrows it all instead of
the nappy cardboard
label he actively refuses it
pak in an arranged way
the products take on the
including metal jars
sica, FR)
waste sorting as she usu- boxes.(Richard, UK)
on the shelf on the fridge and chooses a competitor
smell of the plastic. If
for pearls, and hangs
ally does (Lina, SE)
instead (Betrand, FR)
door (Maria, SE)
she buys a whole piece
necklaces on beer bottles
When he sees a bio
Stores products in tetra
Hanna
assumes
Reuses
all kinds
of cheese
in a that
plastic
(Caroline,
FR)of jars,
label he actively refuses it
pak in an arranged way
thepackaging
products she
takeplace
on the
including metal jars
it
smell
plastic.for
If stor- on the shelf on the fridge and chooses a competitor
for pearls, and hangs
intoofa the
container
instead
(Betrand,
FR) that
(Maria,
sheage,
buys
whole
on beerwith
bottles
Would
skipSE)
to buy a
Bought
a packaging
Sort material to make
Buys packages
Pixar
I reuse cans and boxes necklaces
to askip
the piece
plastic. door
of (Hanna,
cheese inGE)
a plastic
product if it was so large
said to be refillable, but
it easier for collectors
cars andFR)
other cartoons
with lids because I can (Caroline,
packaging she place it
that it wouldnt fit in the
it wasnt, hence he will
(People earning their
on packages becuase her
easily close them and
into a container for storfridge (Anton, SE)
never buy it again (Rainer, living through collecting
child likes those characstore hair ties, bobby
Would
skip
to
buy
a
Bought
a
packaging
that
Sort
material
to
make
Buys
with Pixar
I
reuse
cans
and
boxes
age, to skip the plastic.
GE)
waste). Has a door man
terspackages
(Dilek, TR)
pins, any type of kitchen
product
if
it
was
so
large
said
to
be
refillable,
but
it
easier
for
collectors
cars
and other cartoons
with
lids
because
I
can
(Hanna, GE)
who takes care of the
tools, tea bags, cookies
that it wouldnt fit in the
it wasnt, hence he will
(People
their
them
and
sortedearning
material
and puts easily
etc. close
I reuse
metal
boxes toon packages becuase her
fridge (Anton, SE)
never buy it again (Rainer, living
likes those characstore
hair ties,
it inthrough
a place collecting
where the
preserve
teabobby
and cookies child
Occasionally
When there is little left in GE)
Tries to avoid plastic
waste).
Has apick
door
man
ters
(Dilek, TR) she buys
any typeFR)
of kitchen
collectors
it up
(All pins,
(Caroline,
soft
drinks just because
cornflakes-packages she containers because she who
takes care in
of Turkey)
the
tools, tea bags, cookies
respondents
they look cool. If they
removes the plastic bag
feels she can taste the sorted material and puts etc. I reuse metal boxes to
taste bad she simply
from the carton to save
chemicals...like posion it in a place where the
preserve tea and cookies Occasionally
buys
When
there
is little
to avoid
never buys she
them
again
space
(Lina,
GE) left in Tries
(Seray,
TR) plastic
collectors
pick
it
up
(All
(Caroline,
FR)
soft
drinks just
cornflakes-packages she containers because she
(Caroline,
FR)because
respondents
in
Turkey)
they look cool. If they
removes the plastic bag
feels she can taste the
taste bad she simply
from the carton to save
chemicals...like posion
If the
packaging
of a
He
directly
takes
off
and
Refuses
to
buy
product
never
buys
them again
space (Lina, GE)
(Seray, TR)
product FR)
looks ugly she
throws away the cardfrom Nestl and Coca(Caroline,
put the product into a
board from his Cordon
Cola. They destroy small
nicer looking container
Bleu cheese in order to
retailers/local markets
If
the
of a
Hesave
directly
takes
off
and
Refuses
to
buy
product
butpackaging
not if the packaging
space in the fridge,
(Rainer, GE)
product
looks uglyappealing
she
throws
away
the
cardfrom
Nestl
and
Cocais aesthetically
(Eudes FR)
put(Hanna,
the product
board from his Cordon
Cola. They destroy small
GE) into a
nicer looking container
Bleu cheese in order to
retailers/local markets
but not if the packaging
save space in the fridge,
(Rainer, GE)
She buys coffee in certain Hanna assumes that
Keeps all products standis aesthetically appealing
(Eudes FR)
cans, where she can store the products take on the
ing up in her bathroom
(Hanna, GE)
smell of the plastic. If
other stuff in her pantry.
cupboard, so that she can
she buys a whole piece
The pantry has a pipe
easily see and find all her
Hanna
assumes
that
She
buys
coffee
in
certain
Keeps
all products
standof cheese in a plastic
inside and the cans fit
things,
actively chooses
products she
takeplace
on the
cans,
where(Lisa,
she can
ingthe
up types
in herof
bathroom
it
perfectly
GE)store thepackaging
hygien prodsmell
plastic.for
If storother stuff in her pantry.
cupboard,
that
she
can
intoofa the
container
ucts thatsohas
this
function
sheage,
buys
whole
The pantry has a pipe
easily
see TR)
and find all her
to askip
the piece
plastic
( Ayse,
of (Hanna,
cheese inGE)
a plastic
inside and the cans fit
things, actively chooses
packaging she place it
perfectly (Lisa, GE)
the types of hygien prodI reuse
cans
and
boxes
Keeps all products stand- into a container for storucts
that has
this
function
with lids
ing up in her bathroom age, to skip the plastic
( Ayse,
TR) because I can
easily close them and
cupboard, so that she can(Hanna, GE)
store hair ties, bobby
easily see and find all her
I reuse
canstype
andofboxes
Keeps
all products
standpins, any
kitchen
things,
actively chooses
with
lidstea
because
can
ingthe
up types
in herof
bathroom
tools,
bags, Icookies
hygien prodeasily
them
and
cupboard,
that
she
can
etc. close
I reuse
metal
boxes to
ucts thatsohas
this
function
store
hair ties,
easily
seeTR),
and find all her
preserve
teabobby
and cookies.
(Ayse,
pins,
any typeFR)
of kitchen
things, actively chooses
(Caroline,
tools, tea bags, cookies
the types of hygien prodetc. I reuse metal boxes to
ucts that has this function
preserve tea and cookies.
(Ayse, TR),
NINE / Billerud 2011-2012
(Caroline, FR)

NINE / Billerud 2011-2012

18

Would rather throw away


packaging
than reuse it
Waste managment
(Jessica ,UK)

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Final report, Future of Packaging from a European Consumer Perspective

Functional and conventience motive

Non-optimal problem
solving management

Taste management

Safety management

Image management

Authentic & sentimental


motive

Cheese packaging is not


reseleable so I have to
reluctantly use another
plastic bag to store it in
(Erika, SE)

Buys shower gel that


can stand upside down
(Rainer, GE)

Chooses products on how Buys small pkg to vary her Chooses products on how Buys brown paper bags to
the packaging is designed put vegetables and homthe packaging is designed food (Vera, UK)
(Hanna, GE)
(Hanna,GE)
made bread in (Henry,
UK)

Buys cheese in foil, which


often breaks, therefore
he asks for extra paper
to keep the cheese in at
home (Rainer, GE )

Mostly buys products


that he consumes the
same day (Eudes, FR)

When uncertain on mate- If he wants a product that


rials she looks it up on the is really fresh, he will go
internet (Seray, TR)
to a bakery or to a fishmonger (Bertrand, FR)

Poors milk, oil and


vinegar, into other bottles
and carafes (Emma, SE)

Buys products that


resemble old products,
since there are no old
products available (Sebastian, SE)

Puts packages with thick


liquid (like youghurt)
upside down to avoid a
layer of water on the top
(Sebastian, SE)

Uses the plasticbox from


cocktail tomatoes as a
strainer when she washes
them (Lina, SE)

Prefers and buys Kelloggs


cornflakes because she is
used to them (AnneMarie, UK)

Puts rice in a jar and make


it airtight with a piece of
cloth that she tightens
from the inside with a
rope (Funda, TR)

Stores his cheese in a


plastic bag, says hes no
cheese box lad (Anton,
SE)

I always buy Findus


fish-sticks, I think its
becasue we had them at
home when I was a kid
(Sandra, SE)

Gets anxious from the


mixed materials in butter
packages, so she just
throws it all instead of
waste sorting as she usually does (Lina, SE)

She buys mineral water


in PET bottles, which she
can reuse and fill with water or milk when on picnic
(Lina, SE)

If he doesnt know a
product, he reads very
carefully on the packaging
(Rainer, GE)

Buys cheese in foil, which


often breaks, therefore
he asks for extra paper
to keep the cheese in at
home (Rainer, GE)

From time to time he buys


soft-drink just because
the can looks cool (Caroline, FR)

Always throws away


vegetables that are a bit
old, when he was a kid
his father forced him to
eat a bit older products
(Anton, SE)

Uses and stores products


at home in the original
packaging, despite overfull cupboards. Never
poors over into other
containers (Seray TR /
Hanna, GE)

She buys coffee in certain


cans, where she can store
other stuff in her pantry.
The pantry has a pipe
inside and the cans fit
perfectly (Lisa, GE)

If he wants a product that


is really fresh, he will go
to a bakery or to a fishmonger (Bertrand, FR)

Buys soda in cans, and


sometimes in glass
bottles, says it tastes
better (than PET) and she
has done this since childhood (Lina, SE)

Buys products that


resemble old products,
since there are no old
products available (Sebastian SE)

Buys soda in cans, and


sometimes in glass
bottles, says it tastes
better (than PET) and she
has done this since childhood (Lina, SE)

I always have to find


a solution on my own
to seal the bag, like
these clips. This works
somehow, but when the
packaging tips over, I have
muesli everywhere on the
shelf anyway (Katrin,
GE)

Keeps all products standing up in her bathroom


cupboard, so that she can
easily see and find all her
things, actively chooses
the types of hygien products that has this function
(Ayse, TR)

Looks at the seal of the


bottom of plastic containers to detect dangerous
plastics, changed to new
bottled water brand because of this (Seray, TR)

Hanna assumes that


the products take on the
smell of the plastic. If
she buys a whole piece
of cheese in a plastic
packaging she place it
into a container for storage, to skip the plastic
(Hanna, GE)

I reuse cans and boxes


with lids because I can
easily close them and
store hair ties, bobby
pins, any type of kitchen
tools, tea bags, cookies
etc. I reuse metal boxes to
preserve tea and cookies
(Caroline, FR)

I reuse cans and boxes


with lids because I can
easily close them and
store hair ties, bobby
pins, any type of kitchen
tools, tea bags, cookies
etc. I reuse metal boxes to
preserve tea and cookies.
(Caroline, FR)

Puts her liquid detergent


in a container with a
pump because the bottles
you buy in stores are too
hard to grip with soapy
hands (Funda, TR)

Spends up to 10 minutes
in front of a shelf comparing the list of ingredients
of cleansing agents (Jessica, FR)

Puts packages with thick


liquid (like youghurt)
upside down to avoid a
layer of water on the top
(Sebastian, SE)

Buys Jack Daniels whiskey because it is rock n


roll, not because it tastes
good (Sebastian, SE)

NINE / Billerud 2011-2012

19

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Final report, Future of Packaging from a European Consumer Perspective

Alper from Ankara stores his products


in their original packaging.

Funda in Istanbul pours her detergent


into another container.

Gregoire in Paris puts all packaging


in the same garbage bin immediately
after shopping.

Jessica in from Paris reads information


thoroughly on a product.

Rainer in Berlin buys shower gel that can


stand upside down.

Richard in Surrey reuses milk bottles for


juice and other beverages.

Lina in Stockholm uses the plastic box from cocktail


tomatoes as a strainer.

NINE / Billerud 2011-2012

Maria from Stockholm puts all her packaging facing


the same way in the fridge.

20

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Final report, Future of Packaging from a European Consumer Perspective

hassle
free
packaging:
intuitive
all the way
Hassle free
packaging:
intuitive
all the way
What is hassle free packaging to European consumers? Ultimately what we are looking for with
this question are the factors that make packaging hassle free all the way during the life time
of packaging: on the shelf in the store, to carry home, to unpack, to store, to use and to dispose
of. We have summarized what constitutes hassle free packaging under the headline Intuitive
Packaging since this is what best describes the ultimate packaging experience that consumers
seek.

Intuitive Packaging
Is it possible to make the iPhone of packaging? This analogy came to us after analyzing the
results in the ethnographic consumer study since it was clear that consumers are looking for the
type of packaging that is as intuitive as possible. With this we mean several different aspects of
packaging that all act to create a comfortable and functional experience for people.
The traditional brown paper bag (used for e.g. sugar and flour) is an example of packaging that
is positively perceived. It is effective, feels environmentally friendly, it gets smaller the more you
use of the product and it takes up very little space in the garbage bin. The negative aspects are
that it is easy to spill when pouring and that it is not protective enough against moisture (which
is a frequently mentioned problem in Turkey).

Its easy to take the amount you want, you get it all out and then you
simply crumple it up and throw it away.
Sanna, 38, Stockholm, Sweden, talking about paper bag packaging

It is perfect, the paper bag is plain and it reduces the material consumption.
It is not super functional, it can happen that you spill some flour, but that is
not important.
Sebastian, 34, Berlin, Germany

It is simple and clear [] it has a message, organic and natural and the
package tells that message by being simple.
Yetkin, 34, Istanbul, Turkey, talking about paper bag packaging

A particularly challenging task is how to create intuitive packaging when it comes to finding
a product on the shelf in the store. On the one hand we know that many consumers are blind
in the store so there is a need for greater differentiation but on the other hand new and
unexpected shapes, colors etc. can make it difficult or confusing for shoppers and they might
end up not understanding/finding the product. Hence, it is of utmost importance to work
thoroughly with differentiation of packaging so that the end result is attractive to the user.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

I recognize the things I already know. I am on


the hunt for standards that we use to have at
home. I dont even see the things we never buy.
Sebastian, 34, Berlin, Germany

When I get home late from work I don't have


time to cook if I want to go out with my friends
that evening. Hence I tend to buy products that
can be easily warmed up in a microwave, or salad
that I can eat right away. I prefer products with
packaging with a function I understand right
away.
Eudes, 28, Paris, France

Sometimes it can be difficult to understand


what is inside newly designed water bottles, is it
regular water or is it carbonated? If you are my
age and have small children you dont have time
to go around and look and choose but you want
to take the product that signals to you clearly and
directly: non-carbonated water. But it should of
course also be functional and good-looking.
Sanna, 38, Stockholm, Sweden

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

Intuitive packaging is intuitive all the way


Creating intuitive packaging, factors to BOOST:

Aim for intuitive all the way: to find, carry, open, use, store and dispose of.
Create no frills packaging packaging that is effective and fulfills its purpose without trying too hard
Create serve ready packaging where no extra steps are needed to prepare and serve
Create added value packaging, elements that make packaging even more hassle-free; e.g. ketchup and
shower gel that stand upside down, spouts that make it easier and less messy to pour.

False promises can affect brand perception


Creating intuitive packaging, factors to AVOID:

Packaging that tries too hard, there is nothing more annoying than a clever function that does not
work, and packaging that is perceived as overdesigned. It takes focus from the product.

Packaging that breaks, either the packaging breaks the shopping bag or the packaging itself breaks when
opening.

Packaging that needs tools to be opened, e.g. scissors to open, packaging that is so difficult to open that
there is a risk of getting hurt.

Yogurts and cream packaging, for instance. I always


have to put them on top of my shopping bag, otherwise
they break. Or this cheese in the plastic packaging with
sharp edges, it often destroys the plastic bag [].
Katrin, 34, Berlin, Germany

NINE / Billerud 2011-2012

Too much packaging - especially hard plastic - annoys


Anne-Marie from London: Excessive packaging is
often not very functional. I often end up breaking a nail
because I cant open it and that certainly adds time
and money.
Anne-Marie, 38, Kent, UK

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Final report, Future of Packaging from a European Consumer Perspective

Hanna from Berlin doesnt like the packaging of


expensive chocolate brands. It is just too much, too
pretentious. I would always opt for something that is
less elaborated and not trying so much. I dont think
that the quality is so much better as the packaging
tries to suggest.
Hanna, 33, Berlin, Germany

Everybody is annoyed by this kind of packaging


because it very hard to open. Only the producers and
the shops profit from this, because it makes a product
easy to handle, secure and present, but this is no
packaging that we, the consumers, have any advantage
of.
Sebastian, 34, Berlin, Germany

When it is hard to open a package I think that the


designer havent given a proper thought to human
dimension of the issue, it is humans using these
products and you should be able to design a userfriendly package as a human.
Yetkin, 34, Istanbul, Turkey when talking about
one of the photos showed in the photo-elicitation
exercise.

NINE / Billerud 2011-2012

24

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Final report, Future of Packaging from a European Consumer Perspective

love
and
hate:
importance
offunction
greatand
function
and aesthetics
Love and
hate:
thethe
importance
of great
aesthetics
What aspects of packaging do consumers love and hate? This is the next question that we have
aimed at answering in this study. We have divided the love-aspects into different categories
in order to capture the ultimate packaging that consumers seek. Evidently, the hate-aspects
mainly consist of the opposites.
The consumers in our study mainly talk about the importance of functional and aesthetical
benefits of packaging. Functional benefits are easy to categorize and understand since they
tend to be similar across individuals and countries. Resealable and reusable are two frequently
mentioned properties.
Aesthetical benefits on the other hand are more difficult to make sense of; they tend to be
individual and sometimes culturally related. For example, we have seen that our respondents in
Turkey have a very positive attitude towards almost all packaging made out of glass, while for
the respondents in France it is relatively more important with nice illustrations and photos of the
packaging (you can read more about country specific findings in the chapter with that name).
Authentic and old-school graphic design is appreciated across countries, but modern and
clean design is also attractive. Packaging that looks fresh and stands out on the shelf are also
mentioned in a positive way.

Aspects of packaging that consumers love:


Aesthetical benefits

Functional benefits

Authentic, retro, traditional, old-school

Keeps products fresh (resealable), protects against


humidity and/or odor

Modern, clear and simple design

Reusable

Unique; easy to recognize from distance

Easy disposal

Stylistically pure, elegant, classy

Packaging that gets smaller the more you use

Looks fresh

Easy to use; right amount when pouring, easy to

Transparent

pile, no waste of space at home


Environmental benefits

Trust/honest benefits

Recyclable

Packaging that reflects the content; if unhealthy


product then packaging should look unhealthy, if
organic claims than packaging should feel and be
organic/natural etc.

No plastic
Preferably paper/cardboard
Reduced and efficient
Easy disposal, easy recycling
Sentimental benefits

Reminds of specific countries, e.g. Italy, France,


India

Reminds of childhood and youth

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Final report, Future of Packaging from a European Consumer Perspective

Trust/ Honest benefits: Candy often is


packaged in plastic bags in aggressive,
unnatural colors. I like that, because I
like the artificial taste of some candy.
And I think that it feels more honest if
the companies dont pretend that their
products are healthy, but communicate
that they are synthetic and artificial.
Hanna, 33, Berlin, Germany

Functional benefits: I prefer to buy


this one with a squeezable plastic tube
because it is easier to use. I mean it is
easier to pour it, when I for example put
honey into tea.
Ayse, 34, Istanbul, Turkey

Theyve done well. I think this design


is appealing to Swedes because it is
stylistically pure. The water looks fresh
and the label is stylish.
Emma, 27, Stockholm, Sweden

This one stands out, I like the fact that it


is in metal and this retro style. They also
have really cool names for the different
flavors.
Sebastian, 27, Stockholm, Sweden

NINE / Billerud 2011-2012

26

The color and the design of the coffee


can reminds me of Italy, which is a very
positive connotation.
Caroline, 26, Paris, France

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Final report, Future of Packaging from a European Consumer Perspective

Anne-Marie in Kent likes the pizza box in cardboard


but also the one for fish cakes. These are easy to
recycle and can easily be stacked in the fridge or
freezer.
Anne-Marie, 38, Kent, UK

The others look boring. I believe that with the Italian


name and look of packaging - this pasta will taste
better.
Jessica, 36, Kent, UK

Sanna in Stockholm defines healthy food as food


that she knows whats inside and clearly can see and
feel the ingredients. She mostly prefers perishables.
Sanna therefore dislikes pre-packed food, she wants
to feel and taste the products she buys: It feels more
luxury to buy products that arent packed, the stuff
you buy at the counter.
Ethnographers note and quote from Sanna,
Sweden

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Aspects of packaging that consumers hate:


Trust/honest disadvantages:

Functional disadvantages:

Under-deliver on expectations, e.g. look high-quality

Spills when using


Risk of getting hurt when opening

outside, but is not.

Misleading; Organic/eco product in combination with

Breaks

perceived environmentally unfriendly packaging.

Not resealable
Not possible to use all of the product

Fake feeling

Hard to understand what the product is for/how to


use it.

Need for additional tool to open


Aesthetical disadvantages:

Environmental disadvantages:

Excessive packaging perceived as bad for the

Horrible colors

environment and a hassle to handle.

Looks and feels cheap


Ugly design

Waste of materials
Waste of resources

Bad photos/illustrations

Too much garbage

Doesnt look fresh

Too large; too much air inside

Sanna from Stockholm thinks that the plastic carton


is extreme waste of material. Instead the chicken
skewers should be packed in just a piece of paper
or just a bit of plastic. The carton ends up in the
garbage when I get home anyhow.

This produces so much waste and is unnecessary.


You see this very often with fruits and vegetables. It is
enormous how much plastic wrapping and styrofoam
padding and foil can be used just to package an apple
[] If an apple is wrapped in a lot of plastic it is not
from around the corner. Thats for sure.
Rainer, 33, Berlin, Germany

This is just a plastic thing, it doesnt feel like real food.


Erika, 30, Stockholm, Sweden

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It is horrible because it lets the tooth


paste pouring out even if you are not
pressing and it is leftovers of the paste
retained in the opening. After a while it
makes a dry substance in the opening,
which makes it look bad and and feels
less sanitary to use.
Ayse, 34, Istanbul, Turkey

They could remove the cardboard and


put the picture on the plastic.
Nathalie, 35, London, UK

NINE / Billerud 2011-2012

Bad packaging means too much


cardboard, too much plastic, simply too
much waste for no reason.
Bertrand, 28, Paris, France

In Laetitia's view both the photo/


animation and the colors used
for the wrapping are disgusting
(Ethnographers note). I was interested
in the product because I know and
trust the brand and since it is not sold
in France. I wanted to taste it. That
was the only reason though, normally I
would have ignored it totally.
Laetitia, 26, Paris, France

The material consumes a lot


of energy and resources while
producing, it is not biodegradable
[Sebastian checked that] and it is
hard to recycle. All this stands out
even more negative as the product
is an organic muesli. I would expect
that a company that produces
organic products has a sustainable
mindset regarding the packaging as
well.
Sebastian, 34, Berlin, Germany

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A quick look on love and hate in different countries eco-interested Germans and aesthetical
Frenchmen
The comparison demonstrates the relative difference between countries based on NINEs
interpretation of the research material. The results most probably reflect the maturity levels
in the different markets as well as cultural differences and attitudes related to packaging and
products. For example, the interest in environmental benefits is the lowest in Turkey, while it is
the highest in the UK. It is also interesting to note that the attitudes seem to be rather similar
across countries when it comes to what aspects that consumers love, while the attitudes
diverge much more when it comes to aspects that consumers hate.
Overview of "love factors" in different countries
VERY FREQUENTLY
MENTIONED

SWEDEN
GERMANY
UK
FRANCE
TURKEY

NEVER
MENTIONED
FUNCTIONAL
BENEFITS

AESTHETICAL
BENEFITS

TRUST/HONEST
BENEFITS

ENVIRONMENTAL
BENEFITS

SENTIMENTAL
BENEFITS

Overview of "hate factors" in different countries


VERY FREQUENTLY
MENTIONED

SWEDEN
GERMANY
UK
FRANCE
TURKEY

NEVER MENTIONED
TRUST/HONEST
DISADVANTAGES

FUNCTIONAL
DISADVANTAGES

AESTHETICAL
DISADVANTAGES

ENVIRONMENTAL
DISADVANTAGES

* The graph is based on an exercise where the respondents in the ethnographic study were asked to chose three packaging that
they love and three that they hate and motivate their choice.

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when
doesthe
the
packaging
me change
myprevious
mind? previous
When does
packaging
makemake
me change
my mind?
experience and
experience
and
recognizable
brands
recognizable brands
When can the packaging have a decisive impact on consumers purchase behaviors? With this
question we mean: all else equal when can the packaging be the factor that makes a consumer
buy a certain product (or deter him or her from buying that product). Hence this question
focuses on decision criteria. We can discern three types of decision criteria that consumers tend
to use:
1. Decision before purchase. Preconceived attitudes towards the packaging or
material.
2. Decision in the store. The actual decision that happens in front of the shelf in
the store.
3. Decision at home. Positive experience leads to repeated purchases and negative
experiences to suspended purchases.
This chapter focuses on number 2 and 3 while decision criteria related to preconceived attitudes
is the focus of next chapter.
What we know from the desk research and confirmed in the ethnographic study, is that most
consumers tend to buy the same type of products on a regular basis. In this context it is the
previous experience that is decisive for consumers; if they are satisfied with their regular
choices they will most likely continue to buy those products. Many times they cannot explain
why they started to buy a certain product in the first place; it is an automatic behavior.
When new products are put in the shopping basket consumers tend to choose products from
well-known brands or products with an attractive design. We can also discern that products
with packaging that has a second life are appealing. In Sweden, we have seen examples of
respondents that buy ice-cream based on the packaging; certain ice-creams comes in plastic
containers, which are very convenient to put left-over food in and use as lunch boxes.

Everything is about trust, people just take things for granted if they trust
your brand. This is much stronger than all types of logos.
Mark Caul, Packaging Innovation Manager at Marks and Spencer

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When the packaging makes me buy a product:


Environmentally friendly packaging

Previous experience

Not decisive, but can make a consumer change

If good enough functionality and good enough

his or her mind if comparing two otherwise equal


products.

product for a good enough price consumers will


continue buying that product.

Childhood sentiments

Reuseable/Second life packaging


Glass, plastic boxes, cardboard etc. that can be
used after the original product is finished.

Packaging (and products/brands) that invoke


feelings of the past.

Attractive design

The brand (logo, color, shape)

The best indicator of a products quality.

Can be decisive when buying a completely new


product or a gift, or when comparing to otherwise
equal products.

Richard in Surrey loves packaging that can be reused and thinks more
packaging should be made for this purpose. His kitchen is full of jars
and bottles that are used for products such as dishwasher liquid,
pasta and juice. They get milk delivered and these glass bottles are
then reused for orange juice for example: Instant coffee jars have
really nice shape and looks nice. We also put clothes in the nappy
cardboard boxes, he says.
Ethnographers note and quote from Richard UK.

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When I buy something in a packaging that looks


cheap and ugly, I usually try to put the product
into a nicer container. But if the packaging already
looks nice, I dont do this, so a good-looking
packaging has an extra value to me [] And
mostly I have the feeling that products with a nice
packaging also have a better quality.
Hanna, 33, Berlin, Germany

Brand comes first, before the packaging and price because


it is the most reliable clue to a products quality. Sometimes
I come across a brand that I extremely unfamiliar and I
say I should have heard this one if it was a good brand.
Sometimes I see the brand or the name of the manufacturer
this gives me an idea about the quality of the product.
Alper, 37, Ankara, Turkey

I think its because we always ate this when I was


a kid []."
Sandra, 38, Stockholm, Sweden when asked to
motivate why she chose these specific fish-sticks.

When the packaging deters me from buying a product


Just as packaging can have a positive impact on purchase behavior it can also have the reverse
effect and deter consumers from buying a certain product. With the expression Packaging
out of place we refer to when the packaging is not in congruence with the other important
factors when buying a product: the brand message, the product or the price. In many ways this
finding is similar to the result above that consumers hate dishonest packaging that does not
correspond to the content or brand promise. Interestingly, what we can see is that consumers
tend to see an obviously bad function as a stronger incentive not to buy a product rather
than that a good function triggers a purchase. Possibly this has to do with a perception among
consumers that packaging can only have a limited function and that most packaging functions
pretty well already. The packaging of a product that a consumer regularly buys needs to be very
bad in order for him or her to change to another product. At the same time however, consumers
appreciate straightforward and easy packaging solutions that function well.

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Another important aspect to keep in mind is that consumers do not agree with redesign
without a clear purpose. One explanation is that consumers attention span is short and if
they cannot find the usual product on the shelf quickly they will buy something else. Many
consumers also find it pointless with a redesign of what they see as perfectly well functioning
packaging. Hence, the reasons behind a redesign need to be well communicated.
When the packaging deters me from buying a product
Redesign without clear purpose

Packaging out of place

If I cant find the usual product on the shelf, I will

Packaging and communicated message


Packaging and product
Packaging and price

pick something else

Obviously bad function

When the function of packaging is obviously bad.

The Philadelphia was redesigned and now it


has this silvery blingbling packaging. I liked the
old packaging, it looked old-school and it was
a reason for me to buy just Philadelphia and no
other brand. But now I cannot really stand up for
buying something which is more expensive, has
less content and does not even look nice anymore.
Hanna, 33, Berlin, Germany

Sandra from Stockholm does not buy the brand Zetas new
pasta products because she assumes that they are too
expensive, but when she checked she discovered that the
price difference compared to the regular pasta that she buys
was negligible.
Ethnographers note on Sandra, Sweden.

[] Shampoo bottles, for instance. They always look


a little different to make me think that the product has
developed, too. I prefer it when things are consistent
and have found a design that works in the long run.
Lisa, 34, Berlin, Germany

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what in society today affects my preferences of


What in society
today affects
my preferences of packaging? Values and attitudes
packaging?
values
and attitudes
Consumers are affected by many things around them; it may be other people, information
campaigns or a debate in media. When it comes to preferences of packaging this is also subject
to influence from the surrounding world. Our attitudes follow us into the store all the way to
the shelf. We have discerned three main categories of value-statements that we can see affect
consumers choice of packaging and products: health statements, environmental statements
and ethical statements.
These three categories represent complex systems of beliefs, facts and values that are often
difficult for consumers to grasp and understand. Due to their complexity many consumers are
open to new ideas and opinions on these issues and this is most probably why they appear
clearly in our research material. Evidently, consumers are affected on other issues as well. A
popular magazine featuring an exclusive coffee in a well-designed packaging probably affects
our respondents behavior. But status and image related aspects are not something that
consumers talk explicitly about in our study. Probably because we are focusing on everyday
packaging where lifestyle aspects are of less importance.
Where do consumers get their opinions from? Previous research has shown that when it comes
to the most important channels of influence for people these are family and friends. Our study
confirms this; if a family member or a close friend give advice or tell his or her opinion on a
specific topic, consumers tend to listen to them and take their opinion to the heart. However,
research reports and scandals brought up by large media players also have an effect on peoples
behavior.

There are too many logos, which blurs product understanding for
consumers. There must be easy environmental credentials.
Mark Caul, Packaging Innovation Manager at Marks and Spencer

In Turkey, recycling rates are higher than official figures, due to that
poor people collect metal, glass and plastics and sell to recycling
companies. Not always on white business basis
Oktay Aral, Packaging R&D manager at Ulker, part of Yildiz group

Environmental statements, examples of:

More about an intuitive feeling than labels and

hard facts

Generally difficult for consumers to make choices


Consumers expect the brands/retailer to make the
best possible choice
Ethical statements, examples of:

Interest in caring about other people, locally


produced products etc.

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NINE / Billerud 2011-2012

Health statements, examples of:


Research reports and scandals brought up in media
Plastic shouldnt touch food
You can get cancer from water bottles
All natural = good for me

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Final report, Future of Packaging from a European Consumer Perspective

My mother is obsessed with health as


my father had a heart attack and she
suddenly became conscious about our
health. Two years ago, she called me to
say that some plastic containers could
cause cancer and told med how I could
tell the difference between those that
cause cancer and those that are healthier
by looking at the seal on the bottom of
plastic containers. I changed my choice of
bottled water depending on that.
Seray, 27, Ankara, Turkey

Sanna in Stockholm defines healthy food


as food that she knows whats inside and
clearly can see and feel the ingredients.
She mostly prefers perishables. Sanna
therefore dislikes pre-packed food, she
wants to feel and taste the products she
buys: It feels more luxury to buy products
that arent packed, the stuff you buy at
the counter.
Ethnographers note and quote from
Sanna, Sweden.

NINE / Billerud 2011-2012

Dilek in Istanbul does not like to store her


food in plastic containers for a long time
because of the chemicals. She prefers paper
or glass though sometimes paper bags can
carry a heavy smell like a paint odor and
that seems chemical to.
Ethnographers note on Dilek, Turkey.

I may be a little paranoid when it comes


to food packaging, I guess this is rooted in
the fact that I accidentally bought damaged
packaging (meat for example) and had
to throw it away. I also care a lot about
cleanliness in a time where we hear so much
about lethal viruses and bacteria.
Caroline, 26, Paris, France

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Strategies to handle the complex environmental/health/ethical issues


As we have noticed in this study, it is extremely difficult for consumers to sort and judge the
veritable flood of messages and truths related to what is right and wrong related to health,
the environment and ethical issues. We can discern five main strategies that consumers use
to handle these issues when they chose products and packaging (many consumers mix at least
two of these depending on the situation).
Some consumers believe that only legislation will make people (as well as producers and
brands) change their behavior to a more environmentally friendly one. This is to large extent
correct; most consumers express an interest in caring for a sustainable development but they
are not ready to change their own behavior.
In short it is clear that consumers want easy and straightforward choices. One of our
respondents said: there should only be good products in the end and this reflects the
general conclusion we can draw from the study. The producers and brands need to take the
responsibility to deliver reliable everyday products that are good from all three perspectives: the
environment, peoples own health and other peoples well being (ethical).
Convenience

Skepticism

The system doesnt work, normal products are just as

most environmentally friendly one.

good as ecological/fair trade/locally produced.

Blaming

Choose to trust
Producers/brands do their best to deliver good
products and packaging.

Its not my responsibility, I cannot change


much.

Perception of logical production and consumption


chain
I have made up my mind on how the system works
and I stick to this belief and act accordingly.
Often local rather than organic.
Fair trade is perceived as a good choice.

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Choosing the most convenient option over the

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I am fed up with eco because politics


and associations keep harping on about
it. I do not buy bio, which is close to
eco. For me eco means environmentally
friendly, products and packaging that
respect the environment. Yet, when I
buy something I do not care about it. I
recycle my waste, this is my contribution
to thinking environmental friendly.
Jessica, 27, Paris, France

Words on packaging, less fat, low carbs make


me think its healthier. No packaging or lack of
packaging. But I think it is my knowledge or lack of
knowledge that let me know if its healthy or not.
One example is donuts that you pick up yourself - or
donuts that are put in a bag with lots of flashy text
such as cooked in sun flour oil etc. I still know that
neither of them is healthy and it is limited what
packaging can do to make me think something
else. Main contributor to health is my knowledge.
Of course I could be sold an healthier option by
packaging, but only if its moderately healthy in the
first place.
Richard, 34, Surrey, UK
So my motivation is very egoistic, it is not so much
about doing something for society or minimizing the
exploitation of our planet. Ok, this also plays a role,
but when I am honest the advantage for myself is
more important.
Hanna, 33, Berlin, Germany

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Final report, Future of Packaging from a European Consumer Perspective

Where does all the garbage go?

An example of how people talk and think about environmental issues related
to packaging
Snapshot from a long interview with one respondent, Erika in Sweden
Ethnographer (E): What do you think characterizes good packaging?
Respondent (R): Well, like, it should take up little space, it should be effective in
the fridge and when you throw it away [ ]
E: Is there anything else?
R: Well, it shouldnt be too much of plastic because there is so much garbage.
That you do not have unnecessary packaging that creates a lot of garbage [ ]
Now, I cant think of any examples but sometimes it feels like some products have
too much unnecessary packaging, its kind of bad for the environment.
E: Bad for the environment?
R: There is so mush waste created, like mountains of waste [ ] I think it feels
a little bit bad to throw away garbage, I mean how much garbage do you throw
away during one week? And we are just two people.
E: How do you mean?
R: Then Im a little bit ashamed [ ]
E: Where do you throw away your garbage?
R: Just outside our apartment.
E: You said that you were ashamed?
R: Its not towards anyone else [ ], but when I think about where does all the
garbage go? You have no idea really, you dont really understand what happens
with it, there is so much garbage you dont understand how they can handle
everything.
E: When do you get that feeling?
R: When you put it [the garbage bag] in the waste container.
E: When does it go away?
R: I guess it disappears the second after [laughs], but you still think about all the
garbage.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

country
specific
findings
Country specific
findings
Below we have collected the country specific findings in a few short paragraphs in order to
provide an easy overview of the most visible and notable characteristics in each country.
Germany: Nothing in Germany is well-designed
General perception that German design is ugly
Relatively high awareness of environmental issues; questioning and problematizing own waste
but low readiness to change ones own behavior
General dislike towards plastic as a material
Glass is positively perceived but respondents realize that it might not be the best choice from
an environmental perspective
Paper and cardboard feels authentic and environmentally friendly
Respondents are aware of green-washing and are relatively skeptical towards eco/organic
claims.
Turkey: Visually oriented glass lovers
Moisture is a relatively more frequent problem compared to other countries, packaging is
often not good enough to protect the product.
Glass is a favorite material.
Positive perception of paper and cardboard.
In general, very visually oriented when looking for products in the store, receptive to marketing
massages.
Likes small portion packed products.
Organic and natural is perceived as positive.

I love glass jars, they can be used afterwards I try to pick the products with such
packages, otherwise it seems like waste. This way, you consume the product and you are
still left with another product it adds value to the product.
Dilek, 34, Istanbul, Turkey

Glass is a good material it keeps the food fresh, it doesnt affect the taste it is also
reliable, I have some jars Ive been using for more than ten years an it looks aesthetical,
plastic gets scratched in time but the glass always stays glossy.
Alper, 37, Ankara, Turkey

When I see a glass jar I automatically decide that it can be used again, if there is no
major price difference from a product in a glass jar and plastic bag, I would buy the one in
glass jar knowing that I can use it again.
Ayse, 34, Istanbul, Turkey

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Final report, Future of Packaging from a European Consumer Perspective

France: Rather homemade and natural than organic


Relatively more keen on buying products that are healthy from a superficial perspective (e.g.
messages such as zero fat).
Visual shoppers; illustrations e.g. photos are very important on packaging.
Good slogans on packaging could be decisive for which product to buy.
General liking towards natural but generally not towards eco/organic.
Products that are perceived as homemade, traditional and/or French are preferred.
General low interest in eco/organic and tendency to be fed-up with the environmental
debate.
Very image driven, likes customization.

"A French person would never ever buy wine in a


plastic bag, even if the taste is the same! It simply
doesn't feel right.
Eudes, 28, Paris, France, in the photo-elicitation
exercise when showed a photo of wine in a plastic
bag.

UK: Conscious and price sensitive shoppers

General liking towards organic products.


Generally price conscious.
Likes modern packaging.
Prefers no packaging at all; the ideal is to buy meat at the butcher and fish at the fish
monger that is wrapped in the store.
Generally very conscious consumers regarding trends, marketing, price and environmental
issues.

The more packaging the cheaper a product gets sometimes. Why use plastic plus
cardboard for example? It doesnt make sense. I also think the UK could do a lot more
to help people recycle more easily. Sometimes I just cant do anything about it.
Vera, 25, London, UK

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Final report, Future of Packaging from a European Consumer Perspective

Sweden: Mid-price and habit-driven shoppers


Relatively high awareness of environmental issues; questioning and problematizing own waste
but low readiness to change ones own behavior; Laissez faire attitude.
New research about what to buy and what not to buy makes the environmental issue more
confusing and complex.
Prefers mid-price products, affordable but with high enough quality.
Convenience is generally an important factor.
Likes the simple and the classic packaging shouldnt try too hard.
Very fond of refill packaging.
Positive towards as little material as possible.
Prefers regional and Fairtrade in general rather than Swedish eco labels.
Better safe than sorry you buy what you recognize.

I havent gone so far that I stopped eating meat but nowadays I like to buy more
vegetables. You feel kind of small in a country like Sweden. Everyone can do something
many a little makes a mickle.
Sanna, 38, Stockholm, Sweden

Tetra Pak is very versed in, in Sweden anyhow. Tetra Pak is super clever. Theyre easy to
flat out and easy to open. You have to open it right though, otherwise it might drive you
crazy.
Anton, 28, Stockholm, Sweden

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Snapshots from how consumers carry home their groceries


GERMANY

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Final report, Future of Packaging from a European Consumer Perspective

TURKEY

FRANCE

44
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Final report, Future of Packaging from a European Consumer Perspective

UK

SWEDEN

45
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Snapshots from inside consumers fridges and cupboards

Alpers cupboard in Ankara, Turkey.

Sebastians fridge in Stockholm

Bertrands cupboard in Paris, France

Anne-Maries fridge in Kent

Jessicas fridge in Kent

Sannas cupboard in Stockholm

Alpers fridge in Ankara

Henrys cupboard in London

Lisas cupboard in Berlin

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Gregoires fridge/freezer in Paris

Rainers fridge in Berlin

Emmas Cupboard in Stockholm, Sweden

Jessicas fridge in Paris

Nathalies cupboard in London

Rainers cupboard in Berlin

Sebastians cupboard in Berlin

Ayses fridge in Istanbul

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Final report, Future of Packaging from a European Consumer Perspective

47

Conclusions,
opportunity
CONCLUSIONS, OPPORTUNITY AREAS AND IDEAS FOR
CONCLUSIONS,
OPPORTUNITY
areas
and
ideasAREAS AND IDEAS FOR
FUTURE
DEVELOPMENT
FUTURE DEVELOPMENT
for future development

What are the most important conclusions that we recommend to bring from the study and
how
inspireimportant
future development
packaging?
Let us summarize
thethe
findings
a
Whatcan
arethey
the most
conclusionsofthat
we recommend
to bring from
study in
and
few
short
paragraphs.
Based
on
the
conclusions
we
have
also
identified
opportunity
areas
how can they inspire future development of packaging? Let us summarize the findings in athat
should
be paragraphs.
explored in order
better packaging.
we present
a few concrete
few short
Basedtoondevelop
the conclusions
we have Lastly,
also identified
opportunity
areas that
ideas
on
how
the
opportunity
areas
could
be
explored.
Three
of
the
ideas
that
were
identified
should be explored in order to develop better packaging. Lastly, we present a few
concrete
as
especially
for futureareas
exploration
been visualized
in 3D
to show
whatidentified
a possible
ideas
on howsuitable
the opportunity
could behave
explored.
Three of the
ideas
that were
future
solution
could
look
like.
But
we
also
present
a
handful
of
ideas
in
sketch-format
also
as especially suitable for future exploration have been visualized in 3D to show what a that
possible
represent
clever
solutions
and
improvements
to
the
packaging
solutions
on
the
market
today.
future solution could look like. But we also present a handful of ideas in sketch-format that also
represent clever solutions and improvements to the packaging solutions on the market today.

Conclusions
conclusions

Conclusions
Consumers still see packaging as waste
Packaging
stillsee
very
much considered
Consumersisstill
packaging
as waste as being equal to waste among consumers. We
could
see
this
in
the
desk
research
as well
in the
ethnographic
consumer
study. This
Packaging is still very much considered
as as
being
equal
to waste among
consumers.
We is a
challenge
for
the
whole
industry;
how
can
the
perception
among
consumers
be
changed?
could see this in the desk research as well as in the ethnographic consumer study. This is a The
ethnographic
study
offers
many clues
to how
could beamong
fulfilledconsumers
and that isbe
something
challenge for the
whole
industry;
how can
thethis
perception
changed?that
The
has
guided
the
work
with
opportunity
areas
and
ideas.
ethnographic study offers many clues to how this could be fulfilled and that is something that
has guided the work with opportunity areas and ideas.
Consumers seek intuitive packaging
Another
important
conclusion
is that consumers seek what we have called Intuitive
Consumers
seek intuitive
packaging
Packaging.
This
is
equal
to
packaging
that is easyseek
to find,
easy
use,called
easy Intuitive
to store and easy
Another important conclusion is that consumers
what
we to
have
to
throw
away.
The
whole
experience
during
the
lifetime
of
packaging
should
characterized
Packaging. This is equal to packaging that is easy to find, easy to use, easy tobe
store
and easy
by
reliability
and
ease
of
use.
But
the
notion
of
Intuitive
Packaging
also
includes
more
abstract
to throw away. The whole experience during the lifetime of packaging should be characterized
dimensions
such
as
how
consumers
perceive
the
products
environmental,
health
and
ethical
by reliability and ease of use. But the notion of Intuitive Packaging also includes more abstract
impact.
These
should
also
be
intuitive
since
it
is
difficult
for
consumers
to
sort
and
judge
the
dimensions such as how consumers perceive the products environmental, health and ethical
flora
of
messages
and
truths
related
to
these
issues.
impact. These should also be intuitive since it is difficult for consumers to sort and judge the
flora of messages and truths related to these issues.
Consumers prefer good for me and the world packaging
Even
thoughprefer
the interest
forme
packaging
from a packaging
sustainable development perspective varies
Consumers
good for
and the world
we
can
still
see
that
consumers
tend
to
appreciate
packaging
that feels good
and friendly.
Even though the interest for packaging from a sustainable
development
perspective
varies
Based
on
the
result
in
the
study
we
would
like
to
broaden
the
expression
sustainable
we can still see that consumers tend to appreciate packaging that feels good and friendly.
packaging
packaging
is good
for me
world. the
With
this we take
the notion of
Based on thetoresult
in thethat
study
we would
likeand
to broaden
expression
sustainable
ecological/organic
one-step
further
to
include
aspects
that
also
relate
to
the
consumers
packaging to packaging that is good for me and world. With this we take the notion of
health
and the ethical
impactfurther
that packaging
on thethat
surrounding
trick is to
ecological/organic
one-step
to includehas
aspects
also relateworld.
to theThe
consumers
communicate
this
to
consumers
in
an
easy
and
trustworthy
way,
since
many
consumers
health and the ethical impact that packaging has on the surrounding world. The trick is toare
uncertain
of the
meaning
of logosinand
labels.
communicate
this
to consumers
an easy
and trustworthy way, since many consumers are
uncertain of the meaning of logos and labels.
Consumers still suffer from consumer blindness
Consumers
are suffer
increasingly
blind to whats
going on around them; especially in highly
Consumers still
from consumer
blindness
informationand
product
soaked
environments
as the everyday
retail store.
We could see
Consumers are increasingly blind to whats goingsuch
on around
them; especially
in highly
in
the
ethnographic
study
that
consumers
tend
to
buy
very
much
the
same
type
of
products;
information- and product soaked environments such as the everyday retail store. We
could see
often
they
could
not
even
articulate
why
they
had
started
to
buy
the
product
in
the
first place.
in the ethnographic study that consumers tend to buy very much the same type of products;
Hence,
to cut
through
thearticulate
clutter remains
onehad
of the
greatest
challenges
forin
producers
often they
could
not even
why they
started
to buy
the product
the first place.
and
brands
alike.
How
to
do
this
is
not
an
easy
task.
We
have
seen
that
consumers
are very
Hence, to cut through the clutter remains one of the greatest challenges for producers
sensitive
towards
changes
in
design
and
packaging
that
makes
it
difficult
for
them
to
find
their
and brands alike. How to do this is not an easy task. We have seen that consumers are
very
usual
product
and
that
are
pointless
in
the
eyes
of
the
consumers.
In
other
words,
it
is
of
sensitive towards changes in design and packaging that makes it difficult for them to find their
utmost
importance
to communicate
such changes
consumers.
usual product
and that
are pointlessthe
in reasons
the eyesbehind
of the consumers.
In to
other
words, it is of
utmost importance to communicate the reasons behind such changes to consumers.

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Final report, Future of Packaging from a European Consumer Perspective

Consumers are hard to convince with packaging


Consumers in general are increasingly picky and difficult to convince, and possibly this is
especially true when it comes to the role that packaging plays in consumers minds. From a
packaging perspective it takes BIG disadvantages in order for consumers to stop buying
a product that he or she usually buys. Conversely, it also takes BIG advantages in order to
convince consumers to start buying a new product. Consumers also tend to be more sensitive
towards obviously bad functions (which will deter consumers from buying a certain product)
compared to how sensitive they are towards clever functions (which will trigger a purchase).
Hence there seems to be a greater downside risk compared to upside opportunities when
working with packaging development from a consumer perspective, which we believe is
important to be aware of.

You could look at packaging this way: its a material that can be saved,
a resource that can be reused, then you can change the waste image of
packaging.
Comment from Julian Carroll, until Dec 2011 Managing Director
for EUROPEN at the round table discussion in Jan 2012

Maybe fridge life is more important than shelf life? People are
annoyed that things last for weeks on the shelf in the store, but once you
open it you have to consume it within 5 days.
Reflection from the round table discussion in Jan 2012

Is it our mission to invent systems that we live within? If you look at


what Starbucks is saying we take responsibility for the whole loop.
You can become a hero by not only working with packaging itself, but
with the larger system.
Reflection from the round table discussion in Jan 2012

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

opportunity
areas
Opportunity areas
Develop shrinking packaging
Since consumers tend to find packaging a hassle to handle at the time of disposal we believe it is
interesting to explore the idea of shrinking packaging or packaging that adjusts to the remains
of the content. The utopian goal is to have packaging that disappears after the product is gone
and even though this might not be attainable it can still be used as a useful objective to strive for
in packaging development.
Develop system solutions for easier shopping, storage, use and disposal
In order to meet consumers demand for intuitive packaging, easier waste management
and to convince consumers of the benefits of good packaging, focus should be to work on
collaborations and development with a system approach. Packaging always exists in a larger
context; be it inside a store or inside the consumers home and with extensive changes of the
context the packaging will be affected as well. Here we believe that the paper and packaging
industry could be much more proactive in initiating projects that explore future system
solutions together with others, e.g. kitchen suppliers, white goods manufacturers and recycling
companies in order to actively influence what the future will look like.
Develop packaging that keeps products fresh for longer
The most fundamental raison dtre for packaging is that it should protect the product inside,
but consumers still find that much more could be done to increase this function of packaging.
In addition, we know from the ethnographic study that consumers love packaging that keeps
products protected and fresh. Packaging that keeps products fresh for longer is attractive
for consumers since such improvements go back to the roots of why we have packaging in
the first place. Also, this could be a way to decrease food waste and allow consumers to save
money, which will be seen as a very positive development.
Develop packaging for situation specific behaviors
Consumers are increasingly acting depending on mood and situation. Hence, we believe there
is room for more improvements when it comes to developing packaging solutions that fit
different types of situations. Packaging sold in places where consumers are stressed should
meet the demands of that specific context. Packaging sold in places where consumers tend to
be image-driven or more conscious should meet the demands of that context. And so on.
Keep it simple develop no frills packaging
This opportunity area goes back to the fact that consumers are picky and hard to convince
with packaging. In general, consumers prefer packaging that fulfills its purpose without trying
too hard. With no frills packaging we mean straightforward, easy solutions that feel intuitive
and good for me and the world. Also, consumers will perceive such packaging as honest. We
believe it is an interesting opportunity area to explore, especially for everyday products where
consumer engagement is low.
Get it right make sure that functional and aesthetical changes really work
From a consumer perspective, there is nothing more irritating than a clever new function on
packaging that does not work. Consumers are also skeptical towards aesthetical changes that
they do not understand or that are not motivated. Hence we believe it is of utmost importance
to really get it right when working with packaging development. Functional improvements
need to be well motivated and logical. Aesthetical changes need to be communicated so that
consumers understand why the changes were made.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

Overview of conclusions and opportunity areas

CONCLUSIONS
Consumers prefer
good for me and the
world packaging.

Consumers are
hard to convince
with packaging.

Consumers seek
intuitive packaging.

Consumers still see


packaging as waste.

Consumers still suffer


from consumer
blindness.

OPPORTUNITY
AREAS

Develop packaging
that keeps products
fresh for longer.

Develop packaging
for situation specific
behaviors.

Develop shrinking
packaging.

Develop system
solutions for easier
shopping, storage,
use and disposal.

Get it right make


sure that functional
and aesthetical
changes really work.
Keep it simple
develop no frills
packaging.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

ideas
for
future
development
Ideas for
future
development
System solutions for future everyday shopping and storage
This idea represents a future system thinking where shopping and storage is done in a new way
that also has large effects upon packaging. The system solution idea embraces conclusions
from the ethnographic study about making the whole chain of shopping for groceries easier
from the actual purchase to better order management at home and easier ways of handling
left-over packaging/waste. This was also among the ideas most frequently discussed and
appreciated at the round table discussion. The system solution idea presupposes new types
of collaborations and development projects between packaging companies, brand owners,
retailers and white goods manufacturers. We believe this idea poses a great opportunity for the
packaging industry to take a leading position and actually shape how the future of packaging
will look like in a larger context.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

Sketches - system and context adapted packaging and environment

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Final report, Future of Packaging from a European Consumer Perspective

Smaller and portion-packed packaging 2.0


A big challenge for the whole packaging industry is to change the perception among consumers
that packaging equals waste. One way to try to change this perception is to develop smaller
and portion-packed packaging in new ways and for new types of products. This idea meets
consumers demand for better packaging solutions that keep food fresh for longer (and saves
money and reduces food waste as a result). Consumers are especially positive towards portionpacked packaging for infrequently used products.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

Sketches - smaller/portion packs

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

Shrinking and self-adjusting packaging


According to our ethnographic study Consumers seek intuitive packaging with solutions that
reduces the amount of waste and for keeping better order by being space saving in fridges,
cupboards and pantries at home. This idea can be executed in several different ways and for
many different kinds of products (both food and non-food). The whole experience during the
lifetime of packaging should be characterized by reliability and ease of use. But the notion of
Intuitive Packaging also includes packaging that shrinks the more you use it and that it is easy
to dispose, which is what the visualization below shows. Washing powder is one example of
packaging that takes up unnecessary space both during the life time of the product and in the
garbage bin. Here, the idea is that paper with memory automatically folds the more you use of
the product.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

Sketches - shringking/self-adjusting packaging

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

Other ideas for future packaging development (sketches only)

New cheese packaging


Cheese is a big category with a very uniform structure. Differentiation could be easy and consumers are asking for
more functional benefits in order to minimize the plastic and paper needed to keep the product fresh.

Good for me and the world packaging


Vegetable dyeing or printing on most organic products is one idea that feels good both for me and the world.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

Disappearing packaging
Packaging and wrapping that can be dissolved in the sink or in the toilet. Consumers often find it a hassle to
discard of packaging waste; a solution that makes the waste simply disappear in an easy and intuitive way
would be an attractive solution.

The paper textile bag


Consumers love paper and textile. The above image pictures a paper bag with fabric feeling. The pull string is also
an intuitive reclosing function that would be recognized across Europe.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

Paper bag with magnetic closing


Magnetic reclosing is an easy and smart function that consumers would appreciate, especially if it can be made in
a sustainable way inside the paper or printed on top of the paper.

Fresher storage in the fridge


Packaging for better storage of salads to prevent it from getting brown and soggy.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

New cap on tetra packaging


Combining known solutions from different categories could be used much more often. Here we picked ideas from
the milk and toothpaste categories in order to create a smart solution in the detergent category.

NINE / Billerud 2011-2012

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Final report, Future of Packaging from a European Consumer Perspective

a
last
words...
A few
few last
words
BillerudKorsns
and
NINE
hope
that packaging
development
willa enter
a new
Billerud and NINE
hope
that
packaging
development
will enter
new era,
where
we see
much
of the
newofand
asand
today
of the
same.
Consumers
era,
where
we more
see much
more
thenot
new
notmore
as today
much
more
of
lovesame.
brandsConsumers
and products
clearly
a position
communicate
that. And
the
lovethat
brands
andtake
products
that and
clearly
take a position
the best
communication
toolthe
forbest
thatcommunication
brand promise and
is probably
and
communicate
that. And
tool perception
for that brand
the packaging.
promise
and perception is probably the packaging.

Contact
For questions please contact:
Jon Haag, CEO at NINE
T: +46 (0) 8 5800 9999
jon.haag@nine.se
www.nine.se

NINE / Billerud 2011-2012

62

2013-02_Widn & Co

BillerudKorsns, PO Box 703, SE-169 27 Solna, Sweden. Tel. +46 8 553 335 00 www.billerudkorsnas.com

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