OGILVY PUBLIC RELATIONS: FOOD PACKAGING STUDY CONDUCTED BY IPSOS PUBLIC AFFAIRS ELITE INTERVIEWS

Transcription

1 1101 Connecticut Avenue NW, Suite 200 Washington, DC (202) Interview dates: Interviews: 75 elites OGILVY PUBLIC RELATIONS: FOOD PACKAGING STUDY CONDUCTED BY IPSOS PUBLIC AFFAIRS ELITE INTERVIEWS NOTE: all results shown are percentages unless otherwise labeled. 1. What do you consider the most important issue facing the food and beverage packaging industry today? Safety (NET) Food safety Barrier packaging Tamper proof Safety (unspecified) Public/consumer safety Other safety mentions... - Miscellaneous (NET) Quality Convenience Supplies/meeting demands Labeling Sanitation Having quailed members/workers. 3 Price (NET) Price (unspecified) Cost of packaging Price of fuel (transportation) Cost of raw materials (include plastic Other price mentions... 1 Ease of Use (NET) Ease of use (unspecified) Easy to open Other ease of use mentions... - Other Not sure... 7 (COMBINED RESULTS) 2/2b/2c. Now I am going to read you a list of seven attributes related to the PACKAGING of food purchased at the store. Please tell me which attribute you think CONSUMERS consider most/ next most/ least important. Most Least Price Freshness Convenience Tamper-resistant Expiration Date Ease of opening/closing Environmental friendliness Other Not sure

2 Ipsos Public Affairs Page 2 (COMBINED RESULTS) 3/3a/3b. What do you believe CONSUMERS think is the most /next most/ third most important factor when it comes to the FRESHNESS of packaged foods? Most Appearance/taste/aroma Expiration date Safety Re-closability Airtight/leak-proof Convenience Lack of preservatives Other None/ nothing Not sure a. How important an issue is the waste or spoilage of packaged foods before being purchased by the consumer? Very important Somewhat important Neutral... 4 Not that important Not b. Once the consumer has purchased the packaged food product, how important is it that the product stays fresh until the expiration date indicated on the packaging? Very important Somewhat important... 8 Neutral... 1 Not that important Not c. Other than staying fresh until the expiration date, what is the main factor in the food and beverage packaging industry that leads to the waste or spoilage of packaged foods before they reach the supermarket shelf? NO RESPONDENTS SAID IN Q4b. NOT THAT IMPORTANT, THEREFORE NO ONE WAS ASKED THIS QUESTION

3 Ipsos Public Affairs Page 3 5a. What kinds of foods do you believe consumers usually end up throwing away as a result to waste or spoilage of packaged food after purchase? Fresh fruits Fresh vegetables, salad bag Breads Milk, yogurt & cheese Seafood and fish Fresh meat and poultry Pre-packaged sandwich meat, hot dogs, bacon None of the above... 1 Not sure b. How much money per month do you believe the average consumer wastes on food that they end up throwing away? None... - Less than $ $20 to $ $40 to $ More than $ Not sure When it comes to the food and beverage packaging industry, how important are the following packaging attributes? Please rate each of the following items on a scale from 1 to 5 where a 1 means that this is not an important factor and a 5 means that it is a very important factor. TABLE RANKED BY TOTAL IMPORTANT (4-5) 5, Very , Not (4-5) Not (1-2) Not Sure Prevents contamination Prevents leakage Preserves flavor Keeps food fresh Extends shelf life Allows for easy peel designs that make opening food items more convenient Allows microwaved food to selfvent a. Do you strongly agree, somewhat agree, somewhat disagree, or strongly disagree with the following statement? Consumers will pay more to buy products with improved packaging that ensures freshness. Strongly agree Somewhat agree Somewhat disagree... 9 Strongly disagree... 1 Agree Disagree... 11

4 Ipsos Public Affairs Page 4 7b. How much more on a $3 item do you believe consumers would be willing to pay for food products using improved packaging technology that ensures freshness? One Dollar cents cents cents cents Not willing to pay more... 9 Not sure Do you work in the food manufacturing industry? Yes No... 9 (ONLY ASKED OF THOSE RESPONDENTS WHO IN Q8. SAY THAT THEY WORK IN THE FOOD MANUFACTURING INDUSTRY.) 9. Is your company planning to invest in new packaging technology in 2006? Yes No Not sure (ONLY ASKED OF ONLY THOSE RESPONDENTS WHO IN Q9. SAY THAT THEIR COMPANY PLANNED TO INVEST IN NEW TECHNOLOGY.) 9a. Is one of the reasons for the investment in new packaging technology to improve and/or maintain product freshness? Yes No Not sure... 6

5 Ipsos Public Affairs Page 5 DEMOGRAPHICS NOTE: Results for demographic questions represent all adults unless otherwise indicated. D1. Age and over... 4 D2. Choose the title that best describes your current position. VP/GM Upper Management Operations Package Designer... - Sales/Marketing... 4 Package/Product Development... - R&D (Other than package or product development)... - QA... 4 Sourcing / Purchasing... - Plant Management 15 Production Manager 4 Owner 3 Director (All Mentions) 5 Other Not sure... - D3. How long have you been in your present career? 1-3 years years years years years years and over... 59