BROWN. Why do green consumers

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1 A WHITE PAPER FOCUSED ON BROWN. Why do green consumers prefer brown packaging? SEE INSIDE. FOODSERVICE CONSUMER PREFERENCES 1

2 SPOTTING TRENDS. TAPPING INSIGHTS. DELIVERING SOLUTIONS. Today s consumer isn t like yesterday s. Now more than ever foodservice consumers crave environmentally conscious options. From locally sourced ingredients to sustainable packaging, trend researchers report increasing demand for natural food choices. And, these consumers are willing to pay more for these options. 3 TRENDS WORTH WATCHING: NATURAL INGREDIENTS/ CLEAN MENUS ENVIRONMENTAL SUSTAINABILITY LOCALLY SOURCED PRODUCE Source: FOODSERVICE CONSUMER PREFERENCES 2

3 THE MILLENNIAL MIND Who s driving this focus on sustainability? The Millennial generation. Eighty million strong, this massive market segment was raised on a steady diet of television shows helmed by celebrity chefs. From local sourcing to environmentally friendly packaging, sustainability is a key concern. Features like sustainable and local sourcing, organic and GMO-free are table stakes for Millennials. Source: Millennials are driving the future of food. Are you ready?. Maru/Matchbox, February 2017 FOODSERVICE CONSUMER PREFERENCES 3

4 WHEN BRANDS SHOW DEDICATION, SO DO CONSUMERS. Nielsen studies show brands that demonstrate a greater dedication to sustainable practices reap the rewards of consumer loyalty. 66% of global consumers are willing to PAY MORE for products from companies committed to making a positive environmental and social impact. Source: Green Generation: Millennials say sustainability is a shopping priority. Nielsen, November 2015 A COMMON CONCERN, NO MATTER THE GENERATION. MILLENNIALS 72 % say they SPEND MORE MONEY on brands that demonstrate social and environmental stewardship. BABY BOOMERS 51% say they will SPEND MORE MONEY for socially and environmentally conscious products, an increase of seven percentage points from the previous year. FOODSERVICE CONSUMER PREFERENCES 4

5 PACKAGING IS AN IMPORTANT PART OF THE COMPLETE PACKAGE. The right packaging makes a world of difference. In fact, packaging is the most outward testament to a brand s commitment to sustainability. That s why WestRock dedicates resources to researching consumer beliefs and behaviors regarding packaging. Our Packaging Matters study uncovered key insights to fuel brand success. WHEN IT COMES TO CONSUMERS JUDGING A BRAND S SUSTAINABILITY EFFORTS, PACKAGING RANKS HIGHEST. Percentage of consumers who said this activity would be important in demonstrating commitment to sustainability: 43% Clearly articulated sustainability message on brand website. 44% Speak out about sustainability issues within the industry. 52 % Partner with organizations to promote sustainability. 54% Use renewable energy to manufacture and transport products. 65% Package products in a sustainable and environmentally friendly way. Source: WestRock 2016 Packaging Matters Study FOODSERVICE CONSUMER PREFERENCES 5

6 2 STUDIES. 4,800 HUNGRY PARTICIPANTS. 1 CONCLUSION: BROWN WINS. Insights are invaluable. They ensure your success and ours. So, at WestRock we set out to determine how packaging with a natural appearance affects consumer preference. We focused two research studies on quick service restaurants (QSR) and fast casual markets. Our respondents were a solid sampling of the overall U.S. population, and all had purchased relevant foodservice items at least twice in the previous month. RESULTS WORTH NOTING: TWICE AS MANY PREFER ALL-BROWN COMPARED TO ALL-WHITE. FOODSERVICE CONSUMERS EVALUATED PACKAGING FOR TWO MENU ITEMS: fries hamburgers 33% MORE PREFER ALL-BROWN COMPARED TO ALL-WHITE. Source: WestRock 2017 Natural Packaging Consumer Study FOODSERVICE CONSUMER PREFERENCES 6

7 STRAIGHT FROM THE MOUTHS OF CONSUMERS Looks like it came from recyclable materials and it looks better. It appears recyclable, which makes it good for the environment. In return making it safer for the planet and our future on it. Different look than the norm. Appears more environmentally friendly. Source: WestRock 2017 Natural Packaging Consumer Study FOODSERVICE CONSUMER PREFERENCES 7

8 WHAT S THE SCOOP ON FRIES? SIDE-BY-SIDE COMPARISONS SHOW STRONG FOODSERVICE CONSUMER PREFERENCE FOR BROWN: 39% Brown/Brown 28% White/Brown 17% White/White 16% Brown/White Source: WestRock 2017 Natural Packaging Consumer Study FOODSERVICE CONSUMER PREFERENCES 8

9 A BETTER CHOICE FOR BURGERS. DIGGING DEEPER, FOODSERVICE CONSUMERS HAD THIS TO SAY ABOUT BURGERS: 29% more agree brown packaging is GOOD FOR THE ENVIRONMENT. 48 % more believe brown packaging is MORE NATURAL. 20% more believe brands that use brown packaging CARE ABOUT THE ENVIRONMENT. Source: WestRock 2017 Natural Packaging Consumer Study FOODSERVICE CONSUMER PREFERENCES 9

10 BROWN BOARD. GREEN POSITIONING. After digesting the data, what s the key takeaway? The potential reward is massive. Brown packaging represents a verified opportunity for quick service and fast casual restaurants to win over conscious consumers. Why? It s simple, really. These consumers perceive brown to mean the food and packaging are more natural. And by using brown packaging, restaurants show a greater commitment to the environment. In short, brands like yours can tap into a growing segment of consumer preference. FOODSERVICE CONSUMER PREFERENCES 10

11 GOING GREEN STARTS WITH BROWN. At WestRock, insights fuel innovation. And, collaboration enables success. We work with clients like you to deliver brown/kraft solutions that not only meet your performance needs but also tap into current consumer preference trends. Natural appearance High strength Recyclable High OGR (Oil & Grease Resistance) High MVB (Moisture Vapor Barrier) A PAIR OF WINNING SOLUTIONS. WestRock EnShield Natural Kraft Kit 12 rated oil and grease resistance 100% recyclable and repulpable All-brown kraft exterior and interior WestRock FoldKraft Excellent print performance 100% recyclable and repulpable All-brown kraft exterior and interior FOODSERVICE CONSUMER PREFERENCES 11

12 YOUR GOALS BECOME OURS. Contact us and see how our paperboards can help your green initiatives. TOGETHER, WE WIN. westrock.com FOODSERVICE CONSUMER PREFERENCES 12