Amcor identifies hard cheese pack consumer preferences in light of PPWR

21 Feb 2023 --- Amcor has today revealed new research demonstrating shifting consumer attitudes and expectations toward hard cheese packaging across Europe. While transparent packs and proper sealing stand out as the most important packaging requirement, respondents also want recyclable packaging and paper is perceived as a sign of artisanal production and quality. 

The global packaging solutions providers’ research surveyed 3,176 hard cheese shoppers across the UK, France, Germany, Italy, the Netherlands and Sweden to understand how packaging influences purchasing decisions and their preferences for hard cheese packaging. 

Amcor’s research reveals that 89% of European consumers find transparent packaging to be important when buying hard cheese. Consumers want to assess the product’s appearance, size and freshness before making any purchasing decisions. 

“For cheese applications, the European Commission’s Packaging and Packaging Waste Regulation (PPWR), as well as the sustainability agenda of manufacturers and retailers, are increasing the demand for recyclable packaging and willingness to switch ahead of a legislative mandate,” Yi Jiang, marketing director dairy, Amcor EMEA, tells PackagingInsights.

With this in mind, the objective of Amcor’s hard cheese research report was to determine the key buying behaviors and packaging preferences for hard cheese products in Europe.

“For packaging producers, the research provides valuable insight into packaging preferences for hard cheese and how brands can design better packaging, to improve consumer experience and [environmental] sustainability,” says Jiang.

Consumers of hard cheese pay special attention to the sealing of the packaging when picking products from the shelf, finds Amcor.Transparency and resealability 
The research also shows that if the packaging is not transparent enough, particularly for new products, it could mean leaving the product on the shelf, as consumers don’t want to risk spending money on an unknown product they cannot see.  

The research also finds that consumers of hard cheese pay special attention to the sealing of the packaging when picking products from the shelf, with 70% ranking seal integrity as the most important packaging requirement. 

Fifty-three percent of respondents also recognized “reclosability” as a key factor – influencing a willingness to repurchase. Resealable packaging was most popular among consumers in France, with 76% highlighting it as important.

“Transparent and resealable packaging that showcases the quality of hard cheese products and keeps products fresh are key packaging attributes for hard cheese consumers,” explains Jiang.

Overcoming consumer frustration
Amcor’s research shows that consumers’ experience with using resealing features is not always positive, which can cause frustration and indicates room for brands to improve their consumers’ packaging experience.

When asked about ways to improve resealability features, Jiang explains consumers prefer the ease of use of resealable packaging, with the convenience of not requiring a second container after the cheese is opened. 

“There is also the added convenience for out-of-home consumption, meaning dairy products can be eaten anywhere with this form of packaging. An easy to open and reclose function that works smoothly will reduce consumer frustration and could even generate brand loyalty.”

Recyclable packaging 
Amcor’s research finds that 80% of European consumers recycle their hard cheese packaging in compliance with local instructions, with Italy and Germany being particularly high. The research also uncovered that 22% of respondents chose “recyclable packaging” as the most meaningful sustainability claim, while 16% chose “less packaging” as appealing.  

The study also finds some reasons among respondents who said they do not recycle. For example, 37% of respondents stated that they don’t know how to recycle, while 28% said there is no local recycling stream in their area. Moreover, 25% of respondents think it is too much trouble to separate and clean materials for recycling. 

“The survey shows that consumers want brands to make it easier for them to recycle product packaging. Clear, on-pack information stating that the packaging is recyclable is important to attract consumers, but so is providing details of how they can recycle the packaging,” asserts Jiang. Amcor’s research finds that 80% of consumers recycle their hard cheese packaging in compliance with local instructions.

“Consumers want to recycle more, and if brands clearly state what they need to do to recycle, they will more likely choose that brand over a competition.”

When it comes to hard cheese packaging, some respondents associate paper with “artisanal” and “quality” of the cheese indicating paper packs to be an attractive premium option.

Environmental sustainability demands 
Meanwhile, Innova Market Insights identified that to meet consumer needs, companies launching dairy products have shown actions to promote environmental sustainability through their packaging. Out of all dairy products launched between 2021-2022, most were Recyclable (62%), Green Dot Certified (16%) and claimed to be made from recycled materials (1%).

At the end of last year, Amcor released its 2022 Sustainability Report, detailing continued progress against key environmental sustainability metrics and announcing an enhanced target to achieve 30% recycled content across its portfolio by 2030. 

The packaging giant highlighted this new recycled content target, which is three times its previous target of 10% and comes as it reflects on a landmark year in its efforts toward greater environmental sustainability.

“Hard cheese brands should take note of this research because it identifies the need to design packaging that is easier to recycle with simple and clear recycling instructions on the pack. There is an opportunity to explore paper options and enhance the quality and [environmental] sustainability profile of their brand,” concludes Jiang.

By Natalie Schwertheim

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