trend report #1 & billerudkorsnÄs consumer …billerudkorsnäs consumer panel™ - 2017 24 #1...
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TREND REPORT #1 & BILLERUDKORSNÄS CONSUMER PANEL™ TRENDS THAT SHAPE FUTURE BUSINESS PERSPECTIVES & WHAT DOES THE CONSUMER SAY?
Jon Haag
Director Consumer Insights
TREND REPORT #1 ONLY THE BEGINNING…
Trend report #1 Trend report #2
Megatrends
What is shaping the
world?
Future Business Perspectives
How does this impact
organizations?
Packaging Opportunities
Where can we find
opportunities?
MEGATRENDS IMPACT ALL ORGANISATIONS TRANSLATING INTO FUTURE BUSINESS PERSPECTIVES
Trend report #1 Trend report #2
Megatrends
What is shaping the
world?
Future Business Perspectives
How does this impact
organizations?
Packaging Opportunities
Where can we find
opportunities?
Urbanisation
Sustainability
in action
everywhere
Mobility
revolution
Digitalisation &
Connectivity
Transformation
of value chains
Beyond
demographics
Download at
www.billerudkorsnas.com
BillerudKorsnäs Consumer Panel™ -2017 5
#1 Problem-solving for mega cities
#2 Enable helpful brands to succeed
#3 Design for no humans
#4 Generate, share and profit from data
#5 Capture the real value
#6 Make it user-oriented for real
Future Business Perspectives
FIRST UNIQUE INSIGHTS ON PACKAGING SUSTAINABILITY IN MEGACITIES
BillerudKorsnäs Consumer Panel™ - Survey #1, 2017 Jon Haag, Director Consumer Insights
FIRST CONSUMER PANEL ON PACKAGING SUSTAINABILITY BILLERUDKORSNÄS CREATE NEW INDEX FOR PACKAGING SUSTAINABILITY
TO SHOW IF PACKAGING MAINLY IS PROBLEM-SOLVER OR PROBLEM-MAKER.
The Survey
Consumers were asked a range of questions
about their belief and aspiration in packaging as a
contributor to a sustainable development
Net Positive Attitude index (NPA) NPA = (% 2 most positive) – (% 2 most negative)
as percent of total responses
Example: NPA = (x1+x2)-(y1+y2)
Score above 30 considered good
8
Scores above 50 means packaging is mainly seen as
“a Hero”
x1 x2 y1 y2 Completely
agree
Completely
disagree
BillerudKorsnäs Consumer Panel™ -2017
THE BILLERUDKORSNÄS CONSUMER PANEL™ 16 MEGACITIES FROM WEST TO EAST. CONSUMERS THAT WELL REPRESENT EACH
CITY ACCORDING TO GENDER, AGE AND EDUCATION.
9 BillerudKorsnäs Consumer Panel™ -2017
Total Index = Personal Index + City Index
My personal
understanding,
view and
contribution
How I rank my
city’s
capabilities and
contribution
ASIA AND NORTH AMERICA SCORE HIGHEST
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Net Positive Attitude
Europe: “I am
satisfied, but a bit
too much packaging
to take care of
lowering personal
score”
America: “I am
satisfied, see most
benefits of
packaging”
Asia: “I would like
more packaging, it
brings me value and
environmental
benefits. My city
need to improve a
lot”
Africa: “I would like
more packaging, but
city has severe
issues”
BillerudKorsnäs Consumer Panel™ -2017
Total Index = 54,1 NPA
“Packaging is mainly
seen as a problem
solver, a Hero”
PERSONAL INDEX FAR HIGHER THAN CITY INDEX IN ASIA AND AFRICA,
WHILE NORTH AMERICA AND EUROPE SCORE CITIES HIGHER.
MOST CONSUMER SEE PACKAGING AS A HERO ASIA HAS THE REAL AMBASSADORS OF PACKAGING SUSTAINABILITY, EXCEPT FOR
TOKYO THAT DO NOT SEE PACKAGING AS THE PROBLEM-SOLVER.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Personal Index in order (NPA , Ø = 61,5)
High
Good
Most consumers are very positive to packaging – more of a Hero than a
Villain: Most cities score very high when it comes to personal view that packaging
brings more benefits than problems, and also has a valuable contribution to both
consumers and society. The role of packaging in society is understood and will likely
increase in the future. The only exception is Tokyo.
Net Positive Attitude
Tokyo: “I do not
think packaging
makes the
difference…”
“Most consumers
see packaging as
a Hero”
CONSUMERS READY TO PAY FOR PACKAGING GIVING SUSTAINABLE BENEFITS, A LOT TO GAIN FOR BRANDS
72% OF ALL CONSUMERS WOULD PAY10-20% MORE FOR PRODUCT PACKED IN
PACKAGING GIVING SUSTAINABLE BENEFITS.
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72%
Ready to pay Not willing to pay
0%
20%
40%
60%
80%
100%
Los A
ng
ele
s
Me
xic
o C
ity
Ne
w Y
ork
Lon
don
Pari
s
Berl
in
Sto
ckh
olm
Lag
os
Cairo
Kara
ch
i
Mu
mb
ai
Delh
i
Ja
kart
a
Ma
nila
Sha
ngh
ai
Tokyo
Ø=75
Net Positive Attitude
Willingness to pay 10-20% more
for packaging sustainability?
Brand owners could gain from
differentiation by packaging
sustainability?
Share of global panel, percent
BillerudKorsnäs Consumer Panel™ - 2017
FIVE CITIES ARE RATED LOW BY CITIZENS NORTH AMERICA AND EUROPE HAVE SATISFIED CONSUMERS WHEN IT COMES TO
RECYCLING, INFORMATION AND FACILITATION TO DO RIGHT WITH PACKAGING.
0%
10%
20%
30%
40%
50%
60%
70%
City Index (Ø = 40,5)
High
Good
The most satisfied
citizens: People do not
see problem in handling
packaging in a good
manner. It works.
Satisfied citizens: People do not see
problems where they live, but partly there is a
hassle to recycle and do right.
Improvements needed
according to citizens: People
face issues where they live, there
are recycling systems that do not
work smooth or do not work at
all.
Net Positive Attitude, percent
HOW RECYCLING IS MANAGED IS THE MAIN ISSUE GLOBALLY, SEVEN CITIES NEED SIGNIFICANT IMPROVEMENTS
WELL MANAGED RECYCLING SCHEMES GIVE RESULTS. CITIES WITH HIGH SHARE
UNOFFICIAL SOLUTIONS, LIKE RAG-PICKERS, HAVE MORE ISSUES.
-20%
-10%
0%
10%
20%
30%
40%
50%
How is recycling of packaging materials managed in your city? (NPA)
High
Good
From West… …To East
TOP CHALLENGES WHERE PACKAGING CAN ENABLE BETTER SOLUTIONS
18
1
2
3
Reduce Food Waste, in the whole value chain
and at consumer home
Increase Recycling Rates
Reduce plastic littering in oceans
Europe:
1. Littering in oceans
2. Recycling rates
3. Food Waste
Americas:
1. Recycling rates
2. Food Waste
3. Littering
Asia:
1. Food Waste
2. Recycling rates
3. Littering
Africa:
1. Food Waste
2. Recycling rates
3. Littering
… with a slight difference between continents;
BillerudKorsnäs Consumer Panel™ -2017
SPECIAL REMARKS REGARDING THE CHALLENGES TO SOLVE PACKAGING MIGHT BE A SIGNIFICANT SOLUTION TO TACKLE GLOBAL
CHALLENGES, BUT PRIORITY VARIES A LOT BETWEEN CITIES.
Berlin
New York & Shanghai
Shanghai & Cairo
Lagos, Manila & Mexico City
Tokyo & Karachi
Score highest on ocean littering,
still no ocean nearby (media)
Want incentives for consumers to
act more sustainable
Wish more automation in society
aided by better packaging
Facilitation of storage and reuse of
packaging is hot topic
Highest score for reducing food
waste at consumer / home
19 BillerudKorsnäs Consumer Panel™ -2017
DREAM RESULTS FROM PACKAGING DEVELOPMENT BASED ON INPUT FROM THE BILLERUDKORSNÄS CONSUMER PANEL™
20
1
2
Make it fun and easy to recycle
Prolong freshness of my products
(improve food safety and reduce food waste)
Europe:
3. No packaging to
handle post
consumption
4. Beneficial 2nd use
Americas:
3. Beneficial 2nd use
4. No packaging to
handle post
consumption
Asia:
3. Beneficial 2nd use
4. No packaging to
handle post
consumption
Africa:
3. Safe – no fake
4. Safe – not
tampered with
… as general global output, but more difference at place 3 and 4;
BillerudKorsnäs Consumer Panel™ -2017
• Help small enterprises
use scrap material from
other businesses
• Sustainability in action
Future Business Perspectives
PROBLEM-SOLVING FOR MEGA CITIES SOUTH AFRICA IS FULL OF ACTION #1
• Great example of making recycling
FUN AND REWARDING
LOADS OF POSITIVE FEEDBACK FROM OUR PANEL MORE THAN 20% CHOSE TO SEND US SPECIFIC FEEDBACK ON THE TOPIC OF
PACKAGING SUSTAINABILITY AND OUR SURVEY
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“This survey makes us more conscious of our environment that we have to look after and be conscious on how we can do our share to preserve our environment ...”
“Please Keep
it Up, what
you are
doing is so
important”
“I appreciate this survey and hope it makes an impact towards our necessary sustainable future.”
“I really appreciate whichever company gave this genuine thought behind packaging sustainability and I will definitely like to use their products since they are doing their bit to minimize waste and promote sustainable development.”
“You should do more of these surveys and publicity regarding the subject.”
BillerudKorsnäs Consumer Panel™ -2017
“I would like more
packaging, since
they bring me
value and
environmental
benefits. My city
though, need to
improve a lot”
75% Net Positive Attitude
3
“I would like more
packaging, since
they bring me
value and
environmental
benefits. My city
though, need to
improve a lot”
72%
Most global
consumers willing to
pay more for
packaging that brings
sustainable benefits
2
THE SHORT AND CRISP SUMMARY MAIN FINDINGS FROM THE FIRST CONSUMER PANEL ON PACKAGING
SUSTAINABILITY
1. Asia has the best ambassadors for Packaging Sustainability
(except Tokyo) • See more value in packaging than Europe and Americas
2. Consumers ready to pay more for products packed in
packaging that brings environmental benefits • Benefits to themselves and/or their city
• 72% as global average, highest in countries with low GDP/capita
3. Helpful Brands can gain a lot by differentiate in packaging
sustainability • The highest score among foreseen positive impact for more
sustainable cities (75% NPA score)
4. Recycling and Food Waste is the main topics for packaging
to solve • Make it fun and rewarding to recycle better (and hence minimize
littering)
• Food Waste reduction by better packaging is a key route to success
“I would like more
packaging, since
they bring me
value and
environmental
benefits. My city
though, need to
improve a lot”
1
“I would like more packaging, since they
bring me value and environmental
benefits. My city though, need to
improve a lot”
4
PACKAGING ENABLE BRANDS TO ACT ON FUTURE BUSINESS PERSPECTIVES EFFICIENTLY
BillerudKorsnäs Consumer Panel™ - 2017 24
#1 Problem-solving for mega cities
#2 Enable helpful brands to succeed
#6 Make it user-oriented for real
The role of packaging in society will increase
• Asia will have the most megacities in the future, with more problems to solve
• Recycling is one of the main issues in megacities today, facilitate better
recycling will bring fans among consumers and city Mayors
• Asian megacities the real ambassadors of Packaging Sustainability
Packaging brings the message fast and effective
• Packaging sustainability is a strong strategic tool to be helpful
• Brands and Mayors should collaborate more to find local best
practices faster
Start with packaging design
• Fun, easy and rewarding to recycle more
• Change consumer behavior by better packaging design
• Reduce food waste and littering
• Improve storage and re-use of packaging
BILLERUDKORSNÄS
CONSUMER PANEL™ We asked over 3300
consumers in 16 cities all
over the world about their
belief and their aspirations
on how packaging
contribute (or not) to a
sustainable future
THANKS! NOW WE KNOW MORE ABOUT
CONSUMERS’ VIEW ON
PACKAGING SUSTAINABILITY?
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