Majority of European hard cheese consumers value transparent packaging a priority
Amcor research into consumer attitudes and expectations across Europe reveal changing views towards hard cheese packaging.
Amcor’s research surveyed 3,176 hard cheese shoppers across the UK, France, Germany, Italy, Netherlands and Sweden to understand how packaging influences purchasing decisions and what their preferences are for hard cheese packaging.
Key findings include:
- Transparency is at the forefront of consumer decision-making – Amcor’s research revealed that 89% of consumers across Europe said that transparent packaging was important to them when buying hard cheese. Consumers want to assess the product’s appearance, size and freshness before making any purchasing decisions. 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.
- Resealable packaging plays a role in customer loyalty – The research also found 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. 53% also recognised “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,” explained Yi Jiang, marketing director dairy, Amcor EMEA. “Our research also 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.”
- Consumers are on board for a more sustainable packaging journey – Amcor’s research found that 80% of European consumers say they 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, whilst 16% chose “less packaging” as appealing.
The study also found some common reasons given 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, a quarter (25%) of respondents think it is too much trouble to separate and clean materials for recycling.
When it comes to paper packaging for hard cheese products, consumers associate paper more with characteristics such as “artisanal” and “quality” than with eco-friendly appeal. Although paper is not typically expected for hard cheese products, when shown hard cheese in paper packs, some respondents found it to be a more attractive and premium option.
Jiang adds: “It is apparent that hard cheese consumers want to recycle more and have a positive perception of paper packaging. 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 sustainability profile of their brand.”
The European hard cheese market has been growing steadily in recent years, propelled by increasing consumption for both at-home cooking and snacking. Meanwhile, demand is increasing for cheese packaging to be recycle-ready, driven by consumers, and by the European Commission’s Packaging and Packaging Waste Regulation (PPWR) proposal, as well as by retailers’ and cheese producers’ sustainability agendas. In this context, Amcor’s research provides valuable insight into packaging preferences for hard cheese and how brands can design better packaging, to improve consumer experience and sustainability.
For more information, read Amcor’s report Hard cheese packaging in Europe here.
