Essentra Tapes survey: UK consumers see “over-packaging” as top e-commerce frustration

08 Mar 2021 --- “Over-packaging” in e-commerce is UK consumers’ number one frustration, according to a survey from packaging tapes supplier Essentra Tapes. Fifty-three percent of consumers highlighted this issue, an increase from 49 percent reported in 2013. 

Meanwhile, ease of access remains a packaging essential. Nearly 60 percent of those surveyed in 2020 cited “difficult to open” as a top frustration, while 48 percent said they had to use knives or other tools to get into packs. This compares to 61 percent and 69 percent, respectively, in 2013.

“Our latest research shows the image of packaging among consumers has improved somewhat since 2013 but there is clearly still work to do,” says Essentra head of marketing & development, Ian Beresford. 

“In particular, it underlines the need for packaging manufacturers to continue to adapt their solutions in line with current market trends and consumer attitudes to sustainability, making it easier for them to make the right choice.”

Innova Market Insights crowned “Home Delivery Haven” as its top-ranking packaging trend for 2021. 

As much of the world has been hit with COVID-19 social restrictions, demand for grocery and premium F&B home delivery is skyrocketing, presenting new challenges and opportunities for consumer packaging.

Sustainability concerns soar
The Essentra survey was conducted in Q4 2020 and asked 1,000 UK respondents aged 18 to 88 to share their packaging preferences and opinions. Results from the survey were compared to Essentra’s previous independent research held in 2013. 

The top ten most frustrating and pleasing packs cited by Essentra Tapes.Fifty-six percent of respondents said there was too much packaging in home-delivered goods and two-fifths highlighted the amount of waste this generates.

This concern has spurred a demand for increased local recycling infrastructure accompanied by easily recyclable packs labeled with simple, clear instructions. 

Meanwhile, a third of consumers say they would be prepared to pay more for sustainable packaging. 

The findings mirror an Innova 2021 global consumer survey, where 46 percent indicated they would accept decreased product shelf life if it meant more sustainable packaging.

Purpose is a must
Ease of opening continued to be a particular problem for the over 55-year-olds between 2013 and 2020. Access was also the deciding factor behind consumers’ least and most favorite pack styles. 

The three most frustrating packs all lacked convenient opening devices. Meanwhile, the hard plastic clamshell retained its top spot as the most frustrating pack to open from 2013. Juice cartons with screw caps and cans with ring pulls were pegged as the number one and two most pleasing packs in 2020.

“Packaging solutions that focus on opening, closing, informing and protecting can resolve many of the typical consumer pack frustrations,” notes Beresford.

Difficulty in opening packs remains a major gripe among respondents. “At the same time, they can deliver added value and enhance brand image, to the extent of becoming an integral part of the brand experience.”

Hygiene heroics
The COVID-19 pandemic has heightened hygiene and bacterial transmission concerns, as spotlighted in Innova’s fourth top trend Hygiene Heroics. 

In Essentra’s 2020 survey, more than half of respondents indicated they are either very or extremely concerned about the hygiene of goods in supermarkets and takeaway food deliveries amid the pandemic.

“Our research shows that consumers respond positively to packs that serve a clear purpose,” says Beresford.

“When packaging works, it makes people feel good about the product. Conversely, a poor pack can have a deeply negative effect on their perception of the brand, affecting repurchase decisions.”

Essentra has pinpointed a connection between meeting various consumer needs with multi-functional packs. “For example, a tear tape for easy-opening can also provide a means of communication between a brand and its consumers,” Beresford highlights.

“A resealable pack can combine user-convenience with product protection, portion control and the minimization of food waste. Such additional benefits can help to reinforce positive perceptions about a product and support brand image and positioning.”

By Anni Schleicher