2,000 UK consumers interviewed for IGD reusable packaging report
With its ambition to mobilize the food and consumer goods industry to halve the environmental impact of all packaging by 2030, IGD has launched new consumer research to help that industry achieve this mutual goal.
In a new report from IGD’s Social Impact Sustainability team, How To Help Consumers Adopt Reusable Packaging, IGD gives suppliers and retailers insight into consumer attitudes towards refill and return packaging solutions. With insight into current usage and factors that will potentially drive growth, this report is a tool that the sector can use to help formulate sustainable packaging strategies that influence longer-term behavior change.
Of the 2,000 UK consumers surveyed for the report, 41% have already adopted reusable grocery packaging in a bid to reduce their environmental impact. A further 42% are ‘thinking about’ using reusable packaging, highlighting the opportunity for the industry to take ownership and drive usage of this type of packaging.
The research highlighted a number of opportunities for promoting reuse. Refill at home and return solutions are promising areas for motivating consumers to try reusable packaging Refill at home and return solutions resonate best with consumers, particularly those that shop online.
To drive greater uptake of reusable packaging, the report emphasizes, these solutions need to feel easy and affordable.
Refill on the go is less popular and needs greater attention for long-term success. Consumers need more support to overcome barriers to adopting refill on the go solutions. Building consumer familiarity is critical for successful adoption.
“Delivering sustainable packaging systems is a critical industry issue,” said Susan Barratt, CEO at IGD. “Collectively, we are working on solutions to meet our shared ambition to halve the environmental impact of all packaging and accelerate our industry’s progress towards Net-Zero. Reducing the need for single-use packaging through reusables is a vital part of the solution.”
“This report is the first phase of our work, which will continue in 2022 with the launch of a roadmap to deliver our ambition. Collective action is needed now, across our industry, to help consumers adopt refill and return packaging. We want industry to join us in driving tangible, positive change on this critical issue.”
Findings in the report are further reinforced by the latest IGD ShopperVista* research from the IGD Commercial division, which tracks shopper attitudes towards climate change and corresponding shopper habits. This new insight, which will be tracked throughout 2022, segments shoppers into six categories, to give suppliers and retailers insight to tailor both their solutions and communication, to drive change.
The ShopperVista research* has found that 41% of shoppers have reduced or stopped using single-use plastic and 63% consider reusable or recycled packaging to be ‘very important’ to them when choosing grocery products. It also indicates that shoppers believe that brands have a responsibility to provide reusable and refillable packaging options – 78% of shoppers think more big brands should offer the ability to refill their packaging.
Both new pieces of IGD insight highlight that industry will need to lead from the front and provide consumers with solutions and the tools to overcome barriers to adopting refill and on-the-go solutions. Building consumer familiarity is critical for long-term success.
How To Help Consumers Adopt Reusable Packaging is a free tool for the food and consumer goods industry and is the first phase of IGD work, which will continue in 2022 with the launch of a roadmap to deliver the ambition.
IGD ShopperVista will be monitoring shopper attitudes towards climate change throughout 2022. For more information about ShopperVista, visit https://shoppervista.igd.com/.
IGD encourages industry participants to join its network to help achieve a shared ambition to halve the environmental impact of all packaging by 2030. The group is looking to hear about the changes you are making to inspire others to start their journey and partner with IGD to run reuse trials. Get in touch at sustainability@igd.com.