COVID-19 experience reinforces Europe’s plant-based and less-plastic preferences, finds Amcor

03 Feb 2022 --- Amcor is revealing that 8 in 10 European shoppers have changed the way they consume meat or meat alternatives since the pandemic outbreak, with 50% eating more meat alternatives.

The research included interviews with 1,000 meat alternative shoppers across the UK, Germany, France, Italy and the Netherlands, investigating how the plant-based food sector’s growth – coupled with the ongoing pandemic – has affected consumer shopping habits and their corresponding attitudes to packaging. 

Attitudes toward environmental sustainability have remained the same, with 75% of shoppers indicating they would pay more for packaging with “sustainability credentials.” Notably, meat alternative consumers are more likely to pay attention to food packaging than before.

Some 20% want more detailed information on their food packaging, and 95% say they want to understand the finer details of what they are consuming. Meanwhile, 89% demand visibility of the product. Amcor’s EZ Peel Reseal tray combines product visibility with easy-to-open and reclosable PET sealing for extended shelf life. 

“Transparent packaging that shows off the appearance and texture of food is a growing consumer trend,” explains Rosalia Rosalinova, senior marketing manager at Amcor Flexibles. “This [trend] could be because they want to understand the nature of what they’re buying, given the relative novelty of some meat alternatives on the market today.”

“But brands also need to take into account that transparent packaging also reassures consumers the food they’re buying is still fresh and safe to eat – so packaging needs to achieve a minimalist look and feel, while still providing high-barrier performance to ensure the food remains healthy and does not go to waste.”The term “less plastic” resonates most for consumers that check packaging.

Animal welfare and vegetables
Amcor suggests the pandemic made many shoppers reconsider where their food comes from, increasing demand for products perceived to support immune systems and reduce environmental impact. These considerations might explain why 50% of Europeans are consuming less meat since the pandemic.

The report – “Packaging and meat alternative lovers: How an eye for detail is shaping purchase behaviour in Europe” – breaks down the results by country. Italy had the highest percentage of consumers (43%) eating more meat alternatives during the pandemic.

“The research shows there are two reasons that stood out: concerns about animal welfare and wanting to incorporate more vegetables into their diets,” notes Rosalinova.

The UK led on the number of consumers who stopped eating meat altogether (12%). Last year, Wagamama became the first UK restaurant chain to offer a more than 50% plant-based menu.

Green money
Amcor’s 2020 report – “It’s a Wrap” – revealed 72% of European consumers were willing to pay 5% more for food products in more environmentally sustainable packaging. In 2021, 75% of meat alternative shoppers indicated the same.

Amcor suggests COVID-19 has encouraged consumers to reconsider where their food comes from.The overall importance placed on packaging’s environmental sustainability has not reduced during the pandemic, suggesting that even as many consumers change certain lifestyle habits, the desire to protect the planet is still top priority.

Some 67% of respondents say they regularly check packaging for clues to determine its environmental sustainability credentials, with terms like “recyclable” and “less plastic” resonating the highest (30% and 25%, respectively).

In the UK, the term “recycling” especially resonated with 38% of consumers, while “less plastic” showed the same level of engagement as the European average.

Amcor’s SkinNova skin pack reduces plastic waste by 70% and carbon footprint by 45% compared to conventional MAP packaging. Meanwhile, its Packpyrus solution uses a lightweight, thermoformable paper-based tray for a 52% reduction in non-renewable primary energy and a 56% reduction in carbon footprint compared to traditional plastic APET/PE trays.

Plant-based opportunities
With more meat alternative products to choose from every year, brands face tougher competition with increased expectations to provide packaging that is environmentally sustainable, informative and attractive.

In the UK, 38% of consumers want to see the term “recycling” on packaging.“The European meat alternatives market is expected to grow at a CAGR of 28.67% from 2020-2027,” says Rosalia. “While the pandemic has seen some changes in consumer attitudes to meat and meat alternatives, attitudes to [environmental] sustainability have remained largely the same.”

“Brands should pay attention to these findings as they highlight a growing shift toward more eco-conscious consumers, who supplement their reduced meat consumption with a keener awareness of packaging and labels,” she concludes.

As the pandemic compelled more consumers to stay indoors and cook for themselves and their families, shoppers have shown an increased awareness and sensitivity to packaging when making purchasing decisions.

Many of these decisions have been based around affordability, environmental sustainability, safety and nutrition – which brands can highlight on their product labels. Last year, Amcor began offering printed “Reducing CO2 Packaging” labels on a range of flexible packs.

Yesterday, Avery Dennison launched animal-free self-adhesive labels, noting that veganism demands have moved beyond diet.

By Joshua Poole