Tetra Pak Environment Research Global Report - Key findings

Transcription

1 Tetra Pak Environment Research 2013 Global Report - Key findings

2 Research objective Understand consumer and key food industry influencers attitudes and priorities regarding Environmental areas over time Utilize information to shape Tetra Pak communication & product development priorities September 2013 / 2

3 A global coverage of markets and cultures Understanding the key drivers / behaviours in order to improve our performance Target and methodology: Consumers: about 7,000 consumer interviews in 11 countries - online Industry and other influencers: 200 in depth interviews Note: Influencers only in NED and BEL September 2013 / 3

4 Key Findings Increase in consumer interest and demand for information and availability of environmental products, especially in developing countries Recyclability, typically related to packaging, confirmed as the most well recognized characteristic of environmental products Renewability - use of materials from renewable resources emerging as focus area September 2013 / 4

5 Recycling and Renewability are key factors according to influencers Shaping the future of beverage packaging 1. Recycling Value of materials Composting will play a less important role Easy to engage consumers (if there is recycling system) 2. Renewability It is already happening and tends to grow among industry players FSC is perceived to be good driver of this concept Growing consumers awareness, need of better communication 3. Carbon / Water footprint Good because of life cycle approach, but often misleading Some companies are trying to internalize in financial worksheets (to monitor savings) Water consumption highly linked to social issues 3. Packaging Weight It will continue as it does not demand drastic changes Concerns on negative impacts on functionality Q18. Thinking further about packaging and the environment, which factors are important in shaping or driving the future use of beverage packaging? September 2013 / 5

6 Overall rise in consumers environmental actions since 2005 Recycling is the most common environmental behaviour % of consumers performing environmental actions, at least occasionally Sort and set aside for recycling Gathered information about environmental topics, issues or concerns Avoided a particular product or brand for environmental reasons Looked for environmental information - labelling Purchased a product with "environmentally friendly" packaging Purchased an "environmentally friendly" product, even if it costs more Q30 (PROMPTED). Below is a list of activities. Thinking about the past year, please indicate which of the following actions you have actually done or considered doing, or have not considered doing, using the below ranking: Q10 (PROMPTED). Do you sort and set aside waste for recycling? September 2013 / 6

7 Consumers in Developing markets are more active on Environment With the exception of recycling (less opportunity ) Environmental actions Performed (Frequently+ sometimes+ occasionally) Mature France Germany Japan UK USA Developing Brazil China India Russia South Africa Turkey Sort and set aside for recycling Purchased a product with an environmentally friendly packaging Purchased an environmentally friendly product, even if it cost more Looked for environmental information labelling Gathered information about environmental topics, issues or concerns Avoided a particular product or brand for environmental reasons Q30 (PROMPTED). Below is a list of activities. Thinking about the past year, please indicate which of the following actions you have actually done or considered doing, or have not considered doing (Scoring: Frequently+ sometimes+ occasionally done) September 2013 / 7

8 Environment is a top consideration when consumers purchase milk and juice Total % Easiness/convenience 81 Suitability for the product 50 Environmental profile 49 Q4 (PROMPTED). Why do you buy this type of container for milk or juice? September 2013 / 8

9 Need to clarify, communicate and create environment product choices Also, low acceptance of higher cost Total % Greater cost of green products 46 Lack of awareness in distinguishing what is or is not a green product Lack of information on products which are less harmful to the environment Lack of green products available to purchase Most growing factor from 2011 A lack of impact on the environment A lower quality (easy to hold/ robustness/ easy to use/ dispose) between green products and traditional ones Less of a willingness to devote time to green issues In developing countries, probably due to a lack of information, there are also some difficulties in defining a product as environmental friendly and low availability at point of sale Q9 (PROMPTED). Which of the following aspects could make you not buying an environmentally friendly product? September 2013 / 9

10 37% of consumers regularly search for environmental logos Total % (Always + Often) Global India Turkey China Brazil Russia USA Mature South Africa UK Developing France Germany Japan Always Often Q27 (PROMPTED). When you shop for beverages, do you typically look for environmental logos on the products you buy? September 2013 / 10

11 Around 20% of consumers recognize the FSC logo Global UK Germany France Brazil South Africa India China USA Russia Turkey Japan Yes No Q26 (PROMPTED). Now you will see some environmental logos or labels that you can find on food and beverage packaging. Which of them have you seen or heard of? Please select all the logos this applies to. September 2013 / 11

12 Majority of consumers associate FSC to sustainable forestry The forest products used for the package come from responsibly harvested and sustainably managed sources The package sponsors sustainable forestry The package comes from renewable resources The package comes from trees The process to produce the paper is environmentally friendly The package is made with recycled paper The package is made of bio-based plastic Nothing specific Total % Using renewable resources is the next frontier of environmental sustainability! Base: FSC recognized at Q26 (1305) Q28 (PROMPTED). What does this logo mean to you? September 2013 / 12

13 50% of consumers say bio-based plastic improves the environmental profile of cartons % saying it is a great improvement Replacing the plastic parts of the packaging with bio-based plastic 52 Using raw materials that are certified and labelled as sustainably sourced and produced 45 Q22 (PROMPTED). Now we are going to show you potential improvements to beverage carton packaging. How much, if at all, do you believe the following changes in carton beverage packaging would reduce its environmental impact? Please use a scale from 1 to 5, where 1 is not at all and 5 is great improvement. September 2013 / 13

14 Consumers think carton is the most environmentally friendly pack type Same ranking as in 2011 Carton 38 Glass 34 Can 17 Plastic 12 Q14 (PROMPTED). For each of the following types of packaging, please indicate your belief in the environmental impact of the below packaging types, using a scale from 1 to 5, where 1 is not environmentally friendly and 5 is environmentally friendly. September 2013 / 14

15 Results are in line with our strategy Study results Tetra Pak Environmental objectives Consumer demand for more environmental products / information Develop sustainable products Recyclability the key factor characterizing environmental products Increase recycling Renewable resources focus emerging Develop sustainable products September 2013 / 15