Food and Beverage Business
Packaging

Amcor Study: European Coffee Consumers Prioritize Convenient and Sustainable Packaging

Amcor Study: European Coffee Consumers Prioritize Convenient and Sustainable Packaging beverage packaging, Flexible packaging, food and drink packaging, food and drink sustainable packaging, Food packaging, Recyclability Food and Beverage Business

Amcor, a global leader in developing and producing responsible food and drink packaging solutions, has unveiled new insights on European consumers’ preferences and the factors that influence their coffee purchasing decisions.

Amcor’s recent study, conducted among 1,655 grocery shoppers in the UK, Germany, France, Spain, and Italy, delves into the pivotal role of packaging in shaping consumer coffee choices.

Key findings include:

Brand Trust and Packaging Quality:

In selecting coffee, European consumers prioritize taste, aroma, brand, and price. According to Amcor’s research, 70% of respondents consider brand trust to be ‘very important’ in their purchasing decisions. Packaging size, convenience, and material robustness also play key roles. UK respondents, in particular, value the ‘premium aspect’ of coffee packaging, with 52% rating this criterion as ‘very important’.

Packaging Functionality and Repurchase Decisions:

Nearly 70% of shoppers have, at least sometimes, based their coffee choices solely on packaging. Convenience is crucial, with 50% of respondents highlighting it as a key feature. ‘Easy to open and reclose’ and ‘preserving coffee aroma’ are top considerations for packaging functionality. Brands can enhance consumer awareness of these features through clear on-pack graphics and messaging.

Sustainability Focus in Packaging:

European coffee consumers demonstrate a strong preference for sustainable packaging, with 44% citing its positive impact on repurchasing decisions. The 18-34 age group is particularly attentive to social and environmental factors. Notably, consumers prioritize ‘less plastic’ and ‘recyclable’ claims in coffee packaging. Amcor’s research highlights the importance of sustainability in packaging design to align with consumer demands.

Giorgio Dini, Coffee Marketing Manager at Amcor, emphasizes the significance of these findings, stating, “Well-designed packaging can align with consumer preferences and significantly influence their purchasing decisions.”

To assist brands in meeting these consumer preferences, Amcor offers sustainable food and drink packaging options, such as the AmPrima® Plus Recycle-Ready range. This range, suitable for both roast and ground products, offers enhanced barrier properties, material stiffness, and reduced carbon footprint compared to standard packaging.

This primary research conducted by Amcor surveyed 1,655 grocery shoppers across the UK, Germany, France, Spain, and Italy, who have purchased coffee products in the last six months.

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