Saturday 15 June 2024
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Europe: 70% of coffee consumers selected products solely based on packaging, says new study

Convenience is vital, as 50% of respondents see it as a key feature, and 33% of consumers state that they would not repurchase a pack if it wasn’t easy to use. When it comes to packaging functionality, consumers rate ‘easy to open and reclose’ as second most appealing, after ‘preserves coffee aroma’

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ZURICH, Switzerland – Amcor, a global leader in developing and producing responsible packaging solutions, has released new findings on European consumers’ preferences and the factors shaping their coffee purchasing decisions. Amcor’s study, conducted among 1,655 grocery shoppers in the UK, Germany, France, Spain, and Italy, explores the key role of packaging in consumer coffee choices.

Brand trust matters to consumers

Amcor’s research reveals that European coffee consumers prioritize taste, aroma, brand, and price when selecting coffee. 70% of respondents consider brand trust to be ‘very important’ in their purchasing decisions.

Additionally, packaging size and convenience are essential factors. Country-specific preferences indicate that UK respondents are particularly sensitive to the ‘premium aspect’ of coffee packaging, with 52% rating this criterion as ‘very important’.

Convenience, robustness, and packaging material are key considerations in assessing the premium quality of coffee packaging.

“These insights underscore the positive correlation between packaging and fostering brand trust”, says Giorgio Dini, Coffee Marketing Manager at Amcor. “Well-designed packaging can align with consumer preferences and significantly influence their purchasing decisions.”

Packaging functionality shapes repurchase decisions

Nearly 70% of shoppers have, at least sometimes, based their coffee choices solely on packaging. The research found that packaging proves to be particularly important for 18-34 year olds.

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Convenience is vital, as 50% of respondents see it as a key feature, and 33% of consumers state that they would not repurchase a pack if it wasn’t easy to use. When it comes to packaging functionality, consumers rate ‘easy to open and reclose’ as second most appealing, after ‘preserves coffee aroma’.

To help consumers recognize these convenience features, brands can highlight packaging functionality with clear on-pack graphics and messaging. This is especially important since 33% of consumers say they wouldn’t repurchase the same pack if it wasn’t convenient to use.

Sustainability focus

European coffee consumers emphasize the importance of more sustainable packaging, with 44% affirming its positive influence on repurchasing decisions. The 18-34 demographic is particularly mindful, with 46% prioritizing social and environmental factors.

One in five consumers indicated they would forgo purchasing a coffee brand perceived as unsustainable, and 35% said they would be deterred by overpackaging.

The research also revealed that consumers prioritize ‘less plastic’ and ‘recyclable’ claims in coffee packaging. Notably, 73% of UK respondents rated ‘recyclability’ as the most important claim.

“Amcor’s new research offers valuable insights into consumer priorities and purchasing behaviors for coffee brands,” says Giorgio Dini.

“This understanding enables brands to invest in packaging solutions that directly align with consumer preferences for sustainability and functionality. To assist brands in implementing these insights, Amcor provides more sustainable coffee packaging options, such as the AmPrima Plus Recycle-Ready range. Suitable for both roast and ground products, this range offers the barrier, material stiffness, seal strength, graphics performance, and fast run speeds of traditional packaging, while also reducing the packaging’s carbon footprint by up to 73% compared to standard coffee packs.”

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