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The Guide to Evolving Packaging

Container Lite trials: WRAP worked with leading brand owners, retailers and the glass container manufacturing industry, together with consumer trials, to develop and trial a range of innovative lightweight glass food and drink containers. As a result of the Container Lite trials, several lightweight containers are now on-shelf. Click here  

In an Ipsos Mori survey, 62% of those questioned want retailers to reduce packaging and 67% want them to use more recyclable packaging'. Ipsos Mori 2007

“Councils are listening to local residents and taking action over their concerns about protecting the environment and ensuring practical, good value bin services. People are working hard to increase recycling but are deeply concerned about needlessly over packaged products. People power is now needed to put pressure on producers to cut down wasteful packaging." Sandy Bruce-Lockhart, Chairman of the Local Government Association

Image looking up from the bottom of a shopping trolley

The consumers' view

B&Q CarrierPac, DIY

Consumers are driving change by demanding less waste in their bins.

What the consumer says:

  • 66% of consumers say products are over-packed.
  • Consumers assume packaging is bad for the environment.
  • Consumers think first of the negative aspects of packaging until reminded of the convenience, hygiene and safety benefits. (Source: INCPEN Consumer Attitudes to Packaging Survey)
More things more often are being recycled with household recycling rates growing from 11% in 2003 to 27% in 2006. In turn this means consumers are becoming more aware of the amount of packaging on their products. Packaging is also gaining more media attention with campaigns being run on 'waging the war on packaging'. On the converse side, consumers are also aware that packaging plays an important role in advertising, informing, enhancing and protecting.

Understanding the consumer viewpoint and encouraging change are part of the process of optimising packaging and reducing household food waste successfully.

It is possible to:

  • view change as an opportunity to add value to the product and increase the bond between the consumer and the brand;
  • advertise the positive environmental impact of the new packaging;
  • point out that the brand is taking corporate responsibility seriously;
  • make reuse of packaging a positive experience by offering the consumer an enhanced experience e.g. making reusable packaging attractive;
  • understand what the consumer does with packaging. WRAP’s user centred research (coming soon) provides a unique insight into the complex needs, and the frustrations, of consumers and their relationship to packaging; and
  • build the consumer’s view into the design process.

Download the full section Consumer views.pdf (250 kb) [pdf]