Plastic preference? “US retailers are pushing for more plastic packaging,” says researcher
27 Aug 2019 --- In a survey of 1,000 US consumers, consulting firm Category Partners (CP) found that the majority of consumers do not mind or even prefer buying food in plastic packaging. The survey examined which types of foods consumers preferred in plastic as well as the demographics of the consumers. The results were “not surprising” to Director of Research, Cara Ammon, who has seen a trend in plastic packaging grow in the country. These findings show that US consumers deviate from the global consumers’ concern over too much plastic packaging.
“[In the US] just about everything is being put in plastic – there is a push for it. One of the reasons is because it is convenient. Clamshells are stackable, scannable and they make nice displays,” Ammon tells PackagingInsights.
The survey found that baby boomers (aged 65+) are the most likely to avoid plastic across all fresh departments, ranging from 17 percent who avoid plastic for meat to 31 percent who avoid plastic for produce. Generation X’ers were the next most likely to avoid plastic, followed by Millennials, says Ammon. The researcher explains the age difference can be attributed to a growing acceptance of plastic packaging. ”People say they like it because it is what they are used to, that’s why you see a difference in age groups,” she notes.
Research by Category Partners finds that most consumers do not mind or even prefer buying plastic.The most popular food category for plastic packaging was meat. Eighty-five percent of all respondents said they did not mind or preferred to buy meat in plastic. The least popular category for plastic packaging was fresh produce, with 72 percent of respondents saying they did not mind or preferred their fruits and vegetables in plastic.
CP also noted that shopping habits vary by household income as well. With the exception of the US$100,000 – $150,000 earners, avoidance of plastic generally increases as income increases. Largely due to convenience, shoppers with kids and those living in larger households are more likely to prefer fresh foods packaged in plastic. Those living in smaller households are somewhat more likely to avoid plastic packaging, the survey finds.
“I do hope the industry will consider that there is still a significant number of shoppers out there who prefer fresh foods to be sold loose or in bulk. It is important to give these shoppers options as well,” adds Ammon.
Around-the-world innovation in non-plastic packaging
As global concern rises over the use of plastics in supermarkets, several innovations are coming to the market. Last year Aldi announced it would implement cardboard steak skins to reduce its use of plastic by 90 percent without altering the shelf-life of the meat.
In the US market, start-up Cambridge Crops received US$4 million in investment to develop a silk protein protective layer to go around food. The innovation is positioned as an edible alternative to plastic, which keeps food fresher for longer.
In an international study, researchers found that more than half of global consumers would be will
Results of the survey of 1,000 US citizens by Category Partners.ing to pay more for renewable packaging. The most willing to take on a price hike for sustainability were Chinese respondents with, 85 percent responding positively to the statement “I’m willing to pay more for renewable packaging in food (such as carton or other bio-based materials).” The least likely to agree with the statement were Finnish respondents (44 percent), followed by US consumers (46 percent).
As consumers grow accustomed to plastic packaging, the push for plastic in the US continues. With the fact that young Americans are favoring plastic the most, questions over whether or not plastic packaging will be the future for US consumers could be raised. Ammon notes a future study could focus on recycling habits among those who prefer plastic packaging. In the meantime, innovation in the market sparked by global concern over plastic may provide new alternatives to food suppliers.
By Missy Green
