Report: Some consumers would do away with packaging

Clever packaging may not be as necessary to consumers as originally thought. Though unique or colorful packaging may catch a consumer's attention, a new study from Nielsen finds that more than half of US consumers would get rid of all consumer packaging if it would benefit the environment.

by Kristina Knight

This is an indication that marketers may soon need to find another way to garner consumer's attention.

“As global concern and awareness for the environment continues to grow, consumers worldwide are demanding more action from retailers and consumer packaged goods (CPG) manufacturers to protect the environment,” said Shuchi Sethi, vice president, Nielsen Customized Research. “While eco-friendly packaging might not be the top priority for shoppers today, it’s certainly a growing priority the food industry cannot ignore.”

What packaging is most dispensable for consumers? Stackable or storage packaging which can be used once consumers get the goods home (58%), packaging which can be used for cooking products (55%) and packaging which makes transporting object simpler (53%). Meanwhile, consumers are least willing to give up packaging that ensures other consumers have not touched a product (26%) or packaging which includes cooking or usage instructions (33%).

For marketers this renewed interest in the eco-friendliness of packaging is an indication that they need to change how they think about consumer packaged goods. If more consumers become willing to pay more for eco-friendly packaging marketers will need to be ready with new packaging options.