What kind of packaging do consumers want? The EKObarometer report identifies the key features

The EKObarometer once again analysed the current attitudes and sentiments of Polish consumers towards ecology and the green transition. The seventh edition of the report provided a wealth of information about packaging and the associated difficulties and expectations of the average Polish consumer. What is the customer's dream packaging and is this vision consistent with the guidelines of the PPWR?

Ecology and ergonomics priorities in the choice of packaging for everyday products

In the latest edition of the EKObarometer report, an entire chapter was devoted to packaging and its design. To begin with, respondents were asked what factors they pay attention to when choosing packaging for everyday products.

• 24% respondents do not pay attention to the product packaging at all.
• For consumers who pay this attention, the most important things are: the use of easily recyclable, environmentally friendly materials and ergonomics, handiness and comfort of use Each of these 2 responses was indicated by 32% respondents.
• 12% consumers, however, prioritise the aesthetics of the packaging.

We are able to pay more for products in packaging that meets our key requirements. By how much? Most often between 1 and 5% of the product price. Interestingly, we are most willing to pay extra for the greater convenience of the packaging (42%) and only secondarily for the use of environmentally friendly, easily recyclable materials (38%). Few of us want to pay extra for aesthetics - a categorical NO to more expensive but nicer packaging was said by as many as 51% respondents.

Facilities that good packaging should have

According to the participants of the EKObarometer survey, good packaging should present key information about the product packed in it in a simple way. This will enable consumers to consciously choose what they need and use the purchased product comfortably. And what does this mean in practice?

Respondents indicated that good packaging should have:

• unambiguous information on the intended use of the productu (70%) and the use of easy-to-understand pictograms (62%),
• larger subtitles (65%), legible text and simple fonts (70%) and greater contrast between subtitles and graphics (61%),
• opening systems (65%) and elements enabling a comfortable grip and manipulation of packaging (64%).

As many as 63% of the survey participants indicated as "rather important" or "very important" the inclusion of information on the packaging about its correct segregation. Slightly less important (58%) was comprehensible information about the environmental impact of the product. Consumers therefore want to make informed decisions and actions, but they still put their comfort first. Why? One hypothesis is suggested to us by the research report itself.

Packaging needs and difficulties of the silver generation

For the first time in an ECObarometer survey, respondents were asked about packaging design standards in the context of the special needs of senior citizens. Only 11% respondents were of the opinion that the current packaging of everyday products takes full account of convenient use by people with poorer vision, reduced manual dexterity and reduced hand mobility.

Data and forecasts from the Central Statistical Office (CSO) indicate that the number of seniors will increase year on year. In 2022, Poland will have 7.35 million people aged under. 65 years of age, and in 2060 there will be between almost 9 and over 11 million of them. There is no doubt that manufacturers should take into account the needs of such a large group of consumers when developing not only the products themselves, but also their packaging. This is the opinion of as many as 35% respondents. Another 45% of them openly say that facilities for opening and using products are important for all age groups, not just seniors. The EKObarometer report thus indicates that When it comes to packaging, Poles want inclusiveness - not a separate 'senior citizen' packaging design, not minimisation at all costs, but creating packaging in a way that takes into account the needs of each social group and eliminates rather than creates barriers to accessing everyday products.

"Silvers" are a group with underestimated financial potential, globally people aged 50 and older in 2020. [...] accounted for approximately 34% of global GDP. - says Magdalena Sułek-Domańska, Lecturer in Sustainable Marketing at The Chartered Institute of Marketing, among others. - Thus, given the financial and numerical potential of the oldest consumers, it becomes justifiable for companies not only to apply eco-design principles, but also to design in the spirit of the silver tsunami design. This is all the more so because older people are more likely than the majority of the population to be willing to pay more for a product with economical and/or ergonomic packaging.

Designing inclusive, accessible packaging for all social groups can become a manufacturer's competitive advantage and differentiate its products on the shop shelf. Having such a distinctive feature will be particularly important in view of the changes that will be introduced in just a moment regulation of the PPWR.

The anticipated homogenisation and standardisation of the appearance of the packaging of competing brands' products may cause a real earthquake in the market for the cosmetics and household chemicals surveyed by EKObarometer. Even a small step to meet the needs of a social group as large as silvers can empower the manufacturer The company has a strong position on the market and is the first choice for senior citizens. Especially since we are willing to pay from 1 to 5% and even 11 to 20% more for ergonomic and convenient packaging.

The challenge: eco-design in the age of the silver tsunami

Combining eco-design with ergonomics that takes into account the needs of the silver generation will be a major challenge for manufacturers. The minimisation of packaging, introduced by the aforementioned PPWR regulation, is likely to prompt producers to abandon systems that facilitate opening (e.g. stoppers with ribs or tabs) and additional handles and grips. At the same time, designers will strive to 'slim down' the walls of packaging and reduce the volume and weight of their caps.

All the more so because, as Magdalena Sułek-Domańska points out:

Eco-design principles indicate the need to reduce the weight of packaging or the size of labels. Meanwhile, packaging flexibility or too-small fonts are indicated as elements that make it difficult to use everyday products.

What hinders the use of packaging?

Also of interest in the context of seniors (but not only) are the respondents' answers regarding factors that hinder the use of packaging. They indicated as "hindering" and "hindering to a great extent", among others:

• openings requiring the use of force (52%),
• too small or illegible font on the label (51%),
• cumbersome opening and closing system (50%),
• Blending of text with background (47%),
• incomprehensible (e.g. foreign language) lettering on packaging (47%),
• packaging too thinthat tear quickly, e.g. the bottle 'breaks' in your hands (43%),
• the shape of the packaging making it difficult to grasp and pour (40%),
• packaging too large (33%) and too small (31%).

The seventh edition of the ECObarometer report thus highlights a problem with the use of packaging that affects not only the silver generation, but also other age groups. This should be a clear signal to packaging manufacturers and designers that Minimisation must be followed by improved ergonomics in packaging. Seeking to minimise at all costs can be counterproductive and discourage consumers. For this reason, it is important that packaging design not only takes into account the requirements of the PPWR regulation and the specifics of the packaged product itself, but also takes into account the expectations and demands of consumers. All these aspects are linked by our Made4Circle service, which focuses on developing packaging that is environmentally friendly and easy to recycle, yet convenient for the customer.

Sources:

1. CSO, Population forecast for 2023-2060, https://demografia.stat.gov.pl/BazaDemografia/Prognoza_2023_2060.aspx
2. ECObarometer report, 7th edition, https://ekobarometr.pl/lib/z55kyx/RaportSW132_EKObarometr_VII_SWR-mc0jns97.pdf