recycled plastic packaging - the consumer’s view - … · the research – objectives to...
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The research – background
Research into consumer attitudes to buying household products in packaging made from recycled plastic had never been carried out before
Increasing interest from retailers and the packaging industry in using recycled plastic
Participants were unaware of the purpose of the research
Undertaken by independent research organisation in spring 2005
The research – objectives
To establish consumer attitudes to the concept of buying household products (food & non-food) in packaging made from recycled plastic
To explore whether consumer views of using products with recycled plastic packaging would vary:
by brandown brand or between food and non-food
Quantitative
Hall tests
460 responses gathered in February 2005
Aged 18 to 75+
Two thirds female
Fair representation of shoppers across a
range of household products
Mixture of two and three person households
across four, geographically-spread locations
Bristol/Bath; Bracknell; Redditch and
Bolton
The research - Quantitative
Qualitative2 focus groups1 group – 25-34-year-olds1 group – 35-49-year-oldsAll BC1 social grade Actual buyers of specified household products
The research - Qualitative
The research – the scope
General shopping habits
Packaging messages
Motivations to purchase
Plastic packaging
Attitudes to recycling
Recycled plastics in packaging
The products shown:
1. Soft drinks - Coca Cola2. Sandwiches – Boots3. Smoothie – Innocent Smoothie4. Salad - Boots5. Body lotion – Body Shop6. After-shave – Lynx7. Baby lotion – Johnson & Johnson8. Washing up liquid – Fairy Liquid9. Bathroom cleaner – Sainsbury own brand10. Fabric conditioner – Comfort11. Bleach – Sainsbury own brand12. Engine oil – Castrol
It is immediately apparent that people take much
more care and are much more interested in the
detail when purchasing food products
Consumers as a whole do not tend to take a great
deal of notice of what a particular pack is made of
until it is time to dispose of it - and even then only
61% claim to consider this an issue
Labels and packaging
Labels
54 52
4341
3330
0
10
20
30
40
50
60
%
Yoghurt Pre-packedsandw iches
Shampoo Carbonateddrinks
Show er/bathgel
Washing upliquid
Those reading all of, or part of, the label;
Packaging
When purchasing or when in use, the issues they claim they think about most are:
8276
6964
38 35
0
10
20
30
40
50
60
70
80
90
100
%
Wastefulpackaging
How easythe pack is to
open
Whether thepack is easy
to hold
More eff icientw ays todispense
Packs thatw ill look good
What thepack is made
of
Mistaken belief?
58% of consumers assume that plastic containers have recycled plastic in them
But over a quarter (29%) never look at anything other than the name and basic description … this rises for household goods to nearly half (48%)
But when asked how good or bad it would be if packaging contained recycled plastic
Overwhelmingly positive
… the answer was most definitely positive
86% of consumers felt it would be good if packaging contained recycled plastic
Should packaging contain recycled plastic?
59
27
13
1
0
10
20
30
40
50
60
70
%
Very good Quite good Not sure Quite bad Very bad
Better than that …it would enhance brand reputations
4430
25
1
0102030405060708090
100
%
Do you think that, generally speaking, using recycled plastic in its packaging enhances or damages the reputation of a retailer or
manufacturer?
74% felt that the reputation of a retailer or manufacturer would beenhanced if its products’ packaging were made from recycled plastic
Strongly enhances
Enhances a little
Doesn’t change it
Damagesa little
Damagesa lot
78% of respondents said they would feel more positive about a product or manufacturer whose packs were made of recycled plastic
Creates a feel-good factor
46
32
21
10
10
20
30
40
50
60
%
Much more positive A little more positive No different Little more negative
If I told you that these packs were made of recycled plastic, how would you feel about the product and manufacturer?
Likelihood to buy … increases
20
2522
25 2528
0
5
10
15
20
25
30
%
Food & drink Toiletries Domestic
Very much more inclined A little more inclined
Food & drink products - 45% more inclined to buy
Toiletries - 47% more inclined to buy
Domestic/household products - 53% more inclined to buy
Inclination to buy products packaged in recycled plastic …1
54
46
0
5247
1
5247
1
5147
20
10
20
30
40
50
60
%
Washing up liquid Bleach Bathroom cleaner Fabric conditioner
More inclined Wouldn't alter likelihood Less inclined
Inclination to buy products packaged in recycled plastic …2
5049
1
48 49
3
4752
1
46
52
20
10
20
30
40
50
60
%
Body lotion Smoothie After-shave Baby lotion
More inclined Wouldn't alter likelihood Less inclined
Inclination to buy products packaged in recycled plastic …3
45
53
2
4549
6
44
53
3
4550
5
0
10
20
30
40
50
60
%
Engine oil Sandwiches Coca Cola Salad
More inclined Wouldn't alter likelihood Less inclined
Focus group feelings
In focus groups some people quickly claimed they
would consciously choose the recycled pack – all
things being equal
Most people need to feel they are doing good
“We are all recycling and not really seeing what
the end product is”
Brands and retailers that promote how they are
using recycled material can gain brand loyalty …
and even switch customers
It’s already happening –and if consumers knew that …
Some well-known brands are already using recycled plastic in their packaging – if consumers knew this:
53% say they would be more inclined to buy their products
30% very much more inclined
23% would be a little more inclined
43% say they would not be affected at all
… they would be buying
53
44
3
0
10
20
30
40
50
60
%
Moreinclined
Wouldn’talter the
likelihood
A little lessinclined
Some of the products you were shown earlier (cola, smoothie, sandwiches, skin/cream lotion, bleach and engine oil) are already available in containers made of recycled plastic, how inclined would you be to buy a well-known brand of these products now?
Could they tell the difference
The respondents were shown three empty clear plastic containers with three levels of recycled content. 0%, 15% and 50%.
The packs were placed on a piece of white paper
No comment or introduction was made to the respondent beyond being asked the following question –
“Is there any difference between these packs?”
65% of people could not tell there were anydifferences between packs … regardless of the amount of recycled plastic
they contained… and they were looking at empty packaging on a plain white background
Of the 35% who said they could tell the difference between the packs, a variety of minor differences were identified
No, they couldn’t!
Reaction to samples in focus groups
Most people ‘didn’t have a clue’ which product was made of recycled plastic and which wasn’t
Only when they were asked to look long and hard at the samples did they start to see a difference
They described the packs with a 50% content as having a slight ‘tint’
Reaction to buying products packed in 50% recycled plastic
82
4 4 5 4
0
10
20
30
40
50
60
70
80
90
%
Defwouldn't
Might not Not sure Might Defwould
“If you saw food or any other product in this type of pack, would it put you off buying it?”
What would worry consumers?
77% of people say they would not be the slightest bit
worried if packaging for food & drink, toiletries and
domestic products contained recycled plastic
Only 16% had concerns about food and drink
product packaging using recycled plastic
93% say they would assume that major brands
would ensure their products are only made in safe
packaging
Worries … by product
77
16
3 2 2 1 1
0
10
20
30
40
50
60
70
80
90
100
%
None Food Engine oil Drink Bleach Toiletries Chemicals
Which of these products would you be the slightest bit worried about buying? (Open question)
Focus group concerns
Even after intense prompting, focus group participants did not seem to have any real concerns about the use of recycled plastic in packaging, even in the case of food and baby care products
They trust the manufacturer and retailer to do nothing that would harm them and even expect brand leaders to lead the way in this initiative
90% of respondents feel manufacturers and retailers should just get on with producing packaging containing as much recycled plastic as possible
“They should just get on with it!”
Yes - 73% believe it is important that manufacturers and retailers let consumers know their packaging contains recycled plastic
Should we be told if packaging contains recycled plastic?
How important is it to you that you are made aware by manufacturers and retailers as to whether the packaging is made of recycled plastic?
40
33
712
8
0
5
1015
20
25
3035
40
4550
%
Veryimportant
Quiteimportant
Not sure Not veryimportant
Not at allimportant
How should retailers convey the message?
79% believe products with recycled plastic packaging should carry a symbol on the front of the pack indicating the fact
17% said it should appear on the rear label
10% thought it should be on the shelf or point of sale material
Upfront messaging
Focus group members felt that any message about
packaging contained recycled plastic should be
indicated on the front of the pack
As such it would be a reminder that it was part of a
‘loop’ and would therefore encourage them to
recycle for a purpose
At the moment though, they do not look for the
recycling symbol on packaging …
as there is little incentive to do so
35% - ‘Packaging made from recycled plastic’
29% - ‘Recycled plastic’
19% - ‘Packaging contains X% recycled plastic’
11% - ‘Packaging contains recycled plastic’
5% - ‘Packaging made from up to X% recycled plastic’
What should the message say?
Would it encourage recycling?
70% believe that if more packaging used recycled plastic they would be encouraged to recycle more
If you began to see a lot of products using recycled plastic in their packaging, would it encourage you to recycle more of your plastic household waste?
70
23
7
0
10
20
30
40
50
60
70
80
%
It definitely would It might It definitely wouldn't
Waste not, want not
82% are concerned about wasteful packaging
35% consider what packaging is made of when buying in store
… but 62% do consider what the pack material is made of when they come to dispose of it
In summary
Surprising that packaging is not really on consumer’s agenda … until it comes to disposal when it is high
This will increase as kerbside recycling services improve
No problems even when there is 50% recycled content and there is only a very slight difference in appearance
Conclusion
Packaging containing recycled plastic offers:A tangible consumer benefit for brands/retailersEnhances brand reputationsCreates a feel-good factorWould make more people inclined to buyPeople assume recycled plastic is already being used
and …It encourages recycling
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