Hi-Cone Research Highlights Importance of Environment in Bottled Water Packaging

Date:2009-4-26 14:15:00

Consumers throughout Europe believe bottled water should be offered in packaging that is safer for the environment. That is a key finding of research undertaken by multi-packaging specialists Hi-Cone into bottled water Packaging in France, Germany, Spain and the UK.

Hi-Cone says a major concern among European mineral water producers is finding Packaging solutions that help control costs and satisfy consumer demands. During the market research consumers expressed strong sentiment in favour of more convenient and environmentally friendly multipacks for bottled water. This is typified by the growing popularity of eight-pack, half-litre PET bottles among French consumers of all ages for on-the-go consumption.

The research showed bottled water consumers in Europe fell into two categories: those who responded well to brand visibility and were influenced by shelf appeal, and those classified as "purists" for their preference for packaging that showed the clean, natural features of the product. Both types of consumer, however, agreed that alternative packaging concepts were needed for bottled water multipacks. They were well represented in all four countries and concern for the environmental impact of Packaging was stronger in the purist group.

Concerns shared by survey respondents about bottled water Packaging included:

• Over packaging. Consumers believed there were too many PET bottles disposed in the environment, even though a large majority of bottles were recycled.
• Lack of functionality. There was a strong preference for packages that were easy to carry and open, convenient for storage and generated less waste for disposal.
• Cost. Consumers believed minimal packaging was a lower-cost alternative.
• Poor distinction. Bottled water purchases were motivated by brand recognition, product availability and, above all, price because the brands had little differentiation, with a few exceptions.

The research revealed certain differences between the four countries. In the UK, bottled mineral water was viewed as an indulgence because of the cleanliness of the public water supply. While the product represented purity, freshness and healthy lifestyles, this was compromised by the perceived negative environmental impact of the packaging.

However, British consumers appeared undecided about which packaging options were best for the environment or least harmful to it. Only the most committed "green" consumers said they would sacrifice convenience or pay extra for environmentally friendly packaging options.

In Germany, consumers drank bottled water primarily as a healthy lifestyle choice. German consumers were drinking more water in different circumstances and locations, which has fuelled growth in PET multipacks of smaller bottles. Multipacks were preferred for this convenience, while in terms of environmental considerations, consumers preferred multipack options that generated less waste and offered convenient transport and storage.

In Spain, where bottled water is popular as an alternative to the tap, shrink-wrapped six-packs of large and small bottles are the most common water multipack. Consumers associated elaborate packaging designs with competitive brands, but also believed flashy or excessive packaging overshadowed the austere natural aspects of water. Simpler or minimal packaging designs were associated with generic brands and were viewed as better for showing purity.

Spanish consumers were concerned about the environment and felt obligated to recycle and generate less waste. However, they believed that bottled water companies should be responsible for providing more environmentally friendly packaging and not pass any extra cost on to consumers.

French consumers are avid drinkers of bottled water. Like their English, German and Spanish neighbours, they were concerned about the environment and believed bottled water companies should offer packaging options that were safer for the environment. French consumers responded well to the concept of minimal packaging and also believed photodegradable plastic was less toxic to the environment.

According to Ton Hoppenbrouwers, business unit director Europe for ITW Packaging, the Hi-Cone research clearly showed that European consumers expected something new in terms of bottled water packaging and will look favourably on companies that respond to this burgeoning demand.

He said: "Companies are getting the message about minimal packaging, but they have to reconcile this with the need to differentiate their brands on shelf. From Hi-Cone’s perspective, we are advising that these goals are not incompatible. Truly minimal packaging solutions are available with ring carrier multipacks, and these packages can also provide excellent shelf visibility."

As a result, several European bottled water companies are exploring Hi-Cone’s new BrandPak multipack solution. This provides an alternative to shrink wrap that enables companies to display eye-catching graphics on their packaging and achieve valuable on-shelf differentiation without excessive plastic waste.