Nine out of ten consumers prefer paper-based packaging and labels

A major new study reveals that, given the choice, almost nine out of every ten shoppers would choose products packed in paper rather than plastic or other materials.

The results were highlighted in a recent survey carried out by IPSOS, the world’s second largest market research agency. IPSOS based their conclusions on interviews with 6,500 consumers in seven major European countries. The sample consisted of 48 per cent male and 52 per cent female respondents, with all age groups equally represented: 18-34 year old, 35-54 years and 55 years plus.

93 per cent of the respondents said that they prefer paper because they consider it more ‘environmentally friendly’, while 87 per cent of the group would choose paper because of ‘convenience’ factors. The group noted that paper packaging is easier to open and close and they like the ‘controlled tear’ features, meaning that paper tears only as far as the consumer wants it to – i.e. without the unpleasant surprise of seeing the contents falling out of the pack.

Almost 80 per cent of the group surveyed said they find paper more pleasant to handle and touch, while 78 per cent said that paper-based bottle labels make a beverage look more ‘valuable’ or ‘special’. The pro-paper score was especially high in Germany where 96 per cent of all respondents like the touch of paper more than any other packaging or label substrate.

The preference for paper on ecological grounds appears to be highest in Poland, France and Germany. The lowest preference for paper on ecological grounds was found in Spain and even here 86 per cent of those questioned still found paper to be the more environmentally friendly packaging material.

PaperPlus is the trade association that represents the majority of the producers of papers for flexible packaging of food and for the labeling of food and beverages. As such, PaperPlus is extremely pleased with the results of the survey, but at the same time, not all that surprised.

As the president of PaperPlus, Diego Borello, pointed out: ‘We have always known that paper is excellent in environment terms, because paper is made from a renewable resource, i.e. wood. Paper is also biodegradable and has one of the highest recycling rates of any material.

‘As paper specialists, of course, we have always known that people like the convenience that paper offers and its pleasant “feel”. But it is still really rewarding for us to see so many consumers recognizing the important advantages that paper has to offer. We are not stopping there though. Our industry continues to develop new paper grades that suit the needs of both consumers and brand owners and we are determined to invest even more to find new ways of improving the ecological performance of our products and of our industry.’