Defining the message for recyclable packaging and reusable alternatives

What does it take to persuade consumers to choose your product over similar products on store shelves? One key factor is understanding consumers’ non-negotiable packaging priorities, such as hygiene, convenience, and sustainability. When introducing new reusable packaging or recyclable fiber-based solutions, conveying the right message about the package is vital to overcoming these obstacles getting your product chosen.

Consumers are open to reuse systems. We recently conducted a survey of European consumers and found that 77% hold a positive view of reusable packaging; however, only 30% have a clear understanding of what reusable packaging means. This highlights the first challenge for brand owners: how to efficiently explain to consumers how the reuse system works while also addressing their priorities.

Consumers rightly prioritize their health, questioning the hygiene and safety of reusable containers, particularly in the cases of food. Our survey showed that 78% of consumers raise this issue, making it one of the most common obstacles to adoption.

Consumer concerns can stem from a lack of information or confusion about different types of reuse systems. To overcome this, brand owners and retailers can communicate transparently about the materials used, cleaning procedures, and efforts to discard unfit packages. Education will play a pivotal part in dispelling these apprehensions, but with a complex message to convey, this is easier said than done and not all consumers can be swayed.
more at: https://www.storaenso.com/en/newsroom/news/2024/1/defining-the-message-for-recyclable-packaging-and-reusable-alternatives