Market research specialist Which? interviewed 2,000 consumers for its latest survey. It said that one in five people claim their food choices are "limited" by complicated packaging when they are out shopping at the supermarket. Three-quarters believe modern-day packaging is harder to open than it needs to be. Some 67% get "frustrated".
The report found out that four in ten people have hurt themselves while trying to open packaging over the last two years.? Which? said if that was scaled up to the UK population, it would equate to 25m people.
Packaging group Payne said the report supported the findings of a major quantitative research study carried out on behalf of Payne to identify and understand consumers' concerns with packaging.
Payne managing director Martin Dallas explained: "The Which? Conversation endorses our conviction that understanding consumer attitudes and priorities is fundamental in enabling packaging manufacturers to work successfully with brand owners in the development of effective pack solutions."
'Wake-up call'
Bapco Closures chief executive Stephen Dawson added: "The news that the latest Which? study has found two-thirds of people regularly suffer so-called 'wrap rage' and 40% of people have injured themselves while opening packaging must surely act as a wake-up call for the retail industry.
"There's a huge amount of innovation occurring in the packaging sector to ensure products can offer ease-of-opening without compromising on product protection or hygiene and this study shows that there's a pressing consumer demand for retailers to avoid making this compromise.
"Elderly people suffer the most as the result of impenetrable packaging, which is why retailers should bear in mind research showing that the number of people aged over 60 is set to rise by 50% in the next 50 years and that over-50s currently represent almost half of all UK consumer spending. Not only is addressing the needs of older people simply the right thing to do but it could also prove a significant driver of profitability."
