More than three quarters of consumers surveyed by Tetra Pak said their decision to select a beverage brand depended largely on whether its packaging was environmentally sound.
The new study, commissioned by Tetra Pak's Environment Research team, revealed a growing appetite for products that ticked the right environmental boxes.
In a global survey of close to 6000 consumers across 12 different countries, more than three quarters claimed that environmentally sound packaging had an influence on their choice of beverage.
When asked about recent purchasing habits, two-thirds said they bought environmental products, even when they cost more, while around the same proportion had avoided specific brands or items due to environmental concerns.
Across the 12 countries surveyed, environmental factors had a considerably stronger influence on beverage brand choice in developing markets like China, Turkey, Brazil and India than in developed areas like the UK, the US or Japan. In India, China and Turkey, more than 60 per cent of those surveyed said they always looked for environmental information on the beverage products they bought, compared with less than 25 per cent in the US, UK and Japan.
In response, a parallel survey among food manufacturers showed that the majority have included the environment as part of their business strategy. More than half are now sharply focused on using responsibly sourced materials, with more viewing renewable materials as a key element in product differentiation.
Tetra Pak's environment vice-president Mario Abreu said today's consumers expected more of companies in relation to the environment, and increasingly checked information about a product before buying.
“Tetra Pak is committed to helping customers meet consumer expectations by looking at the whole life of the products we supply,” he said.
“This includes sourcing raw materials responsibly; continuously improving energy efficiency in processing and filling lines; designing products that use more renewable materials and enable easier recycling; and providing specialist services to help customers reduce environmental impact in their own operations.”
Tetra Pak's environment research study has been conducted every two years since 2005. It polls over 6000 consumers and more than 200 food industry stakeholders in a total of 12 countries.
