A survey executed by Citeo in about 5 hypermarkets have exposed the high demand of consumers of more evolutions in packaging responding to new appealing needs:
- Recyclability appears as the first criterion of an environmentally friendly packaging, and this for 63% of respondents.
- The mention “100% recyclable” is a mention associated with respect for the environment for 97% of the interviewees.
- 90% of consumers are mainly interested in apparent packaging. They are only 8% considered outer and inner packaging.
- The issue of over-packaging is emerging among consumers: 65% of them say they prefer to choose products with less packaging. Thus, 70% of ultra-fresh ray buyers believe that the cardboard-free pack is more environmentally friendly. The same goes for 93% of make-up shop buyers who believe that naked products respect the environment better.
- Glass and paperboard are positively associated with respect for the environment.
- Consumers are perplexed about the recyclability of plastic and metal. Thus, 55% of consumers cite plastic when they consider that a packaging does not respect the environment.
- Green (73%) is the most popular color for environmentally friendly packaging, followed by transparency, brown – color that evokes “craft” more exactly – and white.
- The consumer has little or no control over environmental notions and claims: biodegradable, bio-based, vegetable, etc.
- To convince the consumer, packaging must be both practical and eco-designed. For example, 100% of compressed deodorant buyers cite as much respect for the environment as the practicality of the product to justify their choice. Two thirds appreciate that this deodorant contains as much as a deodorant of normal size.
- Eco-design efforts are perceived by the consumer when they become a market standard. Thus detergents and deodorants that managed to compact. In addition, the actors communicated a lot about the advantages of buying compacted products. Much more than the people of Champagne who, nevertheless, reduced the weight of the bottle but without making it a sales argument: As a result, consumers do not know that all champagne bottles are lighter.
