FEVE: Consumer Preference & Packaging in Europe European Study Prepared by:InSites Consulting 20, April 2009 VERSION INCLUDING COUNTRY RESULTS

2 Consumer Preference & Packaging in Europe © InSites Consulting Consumer preference & packaging in Europe Research design European consumer KnowledgeAttitudeBehaviour Glass Beverage carton Plastics Metal beverage cans Metal & tin conserves

3 Consumer Preference & Packaging in Europe © InSites Consulting Consumer preference & packaging in Europe Sample composition Austria Czech Republic France Greece Italy Netherlands Poland Portugal Spain Turkey UK Germany Sample size of per country In all countries sample is representative for country population on age (18-54 yrs old) and gender. European sample size is Field period: september 2008

4 Consumer Preference & Packaging in Europe © InSites Consulting Europeans vote for glass. 74% would recommend glass as a better packaging material. Europeans vote for glass. 74% would recommend glass as a better packaging material.

5 Consumer Preference & Packaging in Europe © InSites Consulting Europeans vote for glass Recommendation of glass (results per country) Q : Would you recommend glass as a better packaging material to friends and family? N = 6200 / F = no filter Europe UK The Netherlands Germany France Poland Austria Czech Portugal Spain Italy Greece Turkey Recommendation of glass as packaging material is high, though with strong differences between countries.

6 Consumer Preference & Packaging in Europe © InSites Consulting Europeans vote for glass But they don’t use it for every category Glass N = 6200 / F = no filter Highest proportion of glass container usage is for alcoholic beverages. Proportion of glass container usage compared to other packaging materials for this product category

7 Consumer Preference & Packaging in Europe © InSites Consulting Europe UK Netherlands Germany France Poland Austria Czech Rep. Packaging usage Share of packaging - Glass (1/2) N = 6200 / F = no filter N.M.= Not Measured Percentages indicate the proportion of glass container usage compared to other packaging materials for each product category. N.M.

8 Consumer Preference & Packaging in Europe © InSites Consulting Europe Portugal Spain Italy Greece Turkey Packaging usage Share of packaging - Glass (2/2) N = 6200 / F = no filter N.M.= Not Measured N.M. Percentages indicate the proportion of glass container usage compared to other packaging materials for each product category.

9 Consumer Preference & Packaging in Europe © InSites Consulting Packaging usage This is partly explained by glass’ outspoken personality Q : Which packaging material applies best for each of the following statements? N = 6200 / F = no filter Glass has the most pronounced image characteristics.

10 Consumer Preference & Packaging in Europe © InSites Consulting Packaging usage Glass is clearly different from other packaging materials Q : Which packaging material applies best for each of the following statements? for special occasion beverages convenient The cheapest material offers the most prestige to the product best preserves the taste of the food or beverage keeps the content cooler for longer metal tins beverage cans beverage cartons price plastic glass convenience quality N = 6200 / F = no filter Glass is perceived as a container for special occasions, offering prestige and the highest (taste and nutrional value) preservation qualities.

11 Consumer Preference & Packaging in Europe © InSites Consulting Packaging usage Packaging characteristics - Glass Significantly higher than European average (95% confident interval) Significantly lower than European average (95% confident interval) Q : Which packaging material applies best for each of the folowing statements? The material I would buy/choose for... Best image is in Italy, Turkey and Greece. In UK, Germany, France and Portugal image of glass as container is least positive.

12 Consumer Preference & Packaging in Europe © InSites Consulting Glass has the most outspoken image of all packaging types: classy and with a good preservation of taste. Glass has the most outspoken image of all packaging types: classy and with a good preservation of taste.

13 Consumer Preference & Packaging in Europe © InSites Consulting Packaging usage Europeans would prefer to choose glass more often Q : If available in your regular grocery shop, please indicate which type of packaging material you would prefer for each of the following categories? N = 6200 / F = no filter Q : Please indicate for each of the following products which type of packaging material you use most for this category? For quite some product categories, there is a discrepancy between the packaging material Europeans would prefer to use (glass) and what they actually use.

14 Consumer Preference & Packaging in Europe © InSites Consulting Packaging usage Preference – Juices Q : If available in your regular grocery shop, please indicate which type of packaging material you would prefer for each of the following categories? N = 6200 / F = no filter Europe UK The Netherlands Germany France Poland Austria Czech Portugal Spain Italy Greece Turkey

15 Consumer Preference & Packaging in Europe © InSites Consulting Packaging usage Preference – Milk Q : If available in your regular grocery shop, please indicate which type of packaging material you would prefer for each of the following categories? N = 6200 / F = no filter Europe UK The Netherlands Germany France Poland Austria Czech Portugal Spain Italy Greece Turkey

16 Consumer Preference & Packaging in Europe © InSites Consulting A wider availability of glass packaging for categories such as milk & juices would allow consumers to choose their preferred packaging: glass.

17 Consumer Preference & Packaging in Europe © InSites Consulting But what drives this preference?

18 Consumer Preference & Packaging in Europe © InSites Consulting Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass? Reasons for choosing glass Reason 1 N = 5991 / F = only if glass is used Main reason for using glass as container is taste preservation. Other important reasons are health safety and environment friendliness.

19 Consumer Preference & Packaging in Europe © InSites Consulting Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass? Packaging usage Reasons for using glass Europe UK Netherlands Germany France Poland Austria Czech Rep. N = 5991 / F = only if glass is used Sig. higher than European average (95% confidence interval) Sig. lower than Europe average (95% confidence interval)

20 Consumer Preference & Packaging in Europe © InSites Consulting Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass? Packaging usage Reasons for using glass Europe Portugal Spain Italy Greece Turkey N = 5991 / F = only if glass is used Sig. higher than European average (95% confidence interval) Sig. lower than Europe average (95% confidence interval)

21 Consumer Preference & Packaging in Europe © InSites Consulting Glass has the most outspoken image of all packaging types, but the taste matters more than the image. Glass has the most outspoken image of all packaging types, but the taste matters more than the image.

22 Consumer Preference & Packaging in Europe © InSites Consulting Q : If you have selected glass in any of the above categories, please indicate why you have chosen glass? Reasons for choosing glass Reason 2 and 3 N = 5991 / F = only if glass is used Main reason for using glass as container is taste preservation. Other important reasons are health safety and environment friendliness.

23 Consumer Preference & Packaging in Europe © InSites Consulting Reasons for choosing glass How did the study include the environmental health? Environment friendliness KPI #1 Food products come in different types of packaging materials. Please select from the list below, the packaging material that you think is the most / least friendly for the environment in general? (% most friendly - % least friendly) Recyclability KPI #2 How recyclable do you think the following packaging materials are? Please indicate on the slider (where 0% means nothing can be recycled and 100% means you think that the packaging material can be fully recycled)? Impact waste material on environment KPI #3 For the materials that cannot be entirely recycled: To what extent do you think the waste material is harmful to the environment? (% Not harmful) Pollution impact KPI #4 Please indicate for each of the following packaging materials to what extent you think these have a high or a low pollution (0% meaning that this packaging material generates no pollution and 100% meaning that this packaging material generates a lot of pollution). Interaction material with content KPI #5 From the packaging materials listed below, to what extent do you believe there is a risk of interaction between any food or drink products and their packaging? Each type of packaging material (glass, beverage cartons, metal beverage cans, metal tins and plastics) was scored on 5 characteristics by the participants in this study. These five characteristics together cover the concept of “environmental health”.

24 Consumer Preference & Packaging in Europe © InSites Consulting What were the scores awarded by Europeans?

25 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Most / least environmentally friendly package N = 6200 / F = no filter Q : Food products come in different types of packaging materials. Please select from the list below, the packaging material that you think is the most / least friendly for the environment in general? Glass is ranked as the #1 environmentally friendly packaging product. It is perceived by half of the European consumers as being most environmentally friendly. Most environmentally friendly Environment friendliness KPI #1

26 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Most environmentally friendly package – Per country (1/2) N = 6200 / F = no filter Europe UK Netherlands Germany France Poland Austria Czech Rep. Q : Food products come in different types of packaging materials. Please select from the list below, the packaging material that you think is the most friendly for the environment in general? Sig. higher than European average (95% confidence interval) Sig. lower than Europe average (95% confidence interval)

27 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Most environmentally friendly package – Per country (2/2) Q : Food products come in different types of packaging materials. Please select from the list below, the packaging material that you think is the most friendly for the environment in general? Europe Portugal Spain Italy Greece Turkey N = 6200 / F = no filter Sig. higher than European average (95% confidence interval) Sig. lower than Europe average (95% confidence interval)

28 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Reasons most environmentally friendly N = 6200/ F = question asked related to packaging material Q : Why do you think the chosen material is the most environmentally friendly? Plastics (5%) Beverage carton (38%) Metal beverage can (3%) Metal/tin conserves (2%) Glass (50%) Recyclability is for all materials main reason for choosing it as most environmentally friendly. For glass re-usability is more important compared to other materials.

29 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Most environmentally friendly – Glass (1/2) N = 6200/ F = no filter Q : Why do you think glass is the most environmentally friendly? Europe UK Netherlands Germany France Poland Austria Czech Rep.

30 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Most environmentally friendly – Glass (2/2) N = 6200/ F = no filter Q : Why do you think glass is the most environmentally friendly? Europe Portugal Spain Italy Greece Turkey

31 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Recyclability packaging materials Q : How recyclable do you think the following packaging materials are? Please indicate on the slider (where 0% means nothing can be recycled and 100% means you think that the packaging material can be fully recycled)? 0%100% Totally not recyclableFully recyclable 89% 0%100% 71% 0%100%66% 0%100%64% 0% 100% 54% Glass Beverage carton Metal beverage cans Metal tins / conserves Plastic N = 6200 / F = no filter Glass is perceived as being the most recyclable packaging material, almost 90% being recyclable. Recyclability KPI #2

32 Consumer Preference & Packaging in Europe © InSites Consulting 0% 100% 0% 100% 89% 0% 100% 89% 0% 100% 91% 0% 100% 92% 0% 100% 91% 0% 100% 90% 0% 100% 85% 0% 100% 86% 0% 100% 91% 100% 88% 0% 100% 91% 100% 84% 0% 100% 89% 0% Europe UK The Netherlands Germany France Poland Austria Czech Rep. Portugal Spain Italy Greece Turkey Totally not recyclableFully recyclable Impact on environment Recyclability packaging materials – Glass Q : How recyclable do you think the following packaging materials are? Please indicate on the slider (where 0% means nothing can be recycled and 100% means you think that the packaging material can be fully recycled)? N = 6200 / F = no filter Sig. higher than European average (95% confidence interval) Sig. lower than Europe average (95% confidence interval)

33 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Do Europeans actually recycle glass? 86% 88% 93% 88% 91% 85% 76% 90% 80% 95% 91% 69% 86% TOP 2 N = 6200/ F = no filter Q : Can you indicate to what extent you agree with the following statement: I recycle my glass bottles. 86% of the Europeans states that he/she recycles his/her glass bottles on a regular basis. Recyclability KPI #2

34 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Waste treatment Q : For the materials that cannot be entirely recycled: how do you think the waste from these packaging materials is being dealt with? N (Metal tins) = 4863, N (Metal Beverage cans) = 4785, N ( Plastics) = 5305, N (Glass) = 2741, N (Beverage carton) = 4480 F = only if not 100% recyclable Awareness of waste treatment of glass is rather low (as for most other packaging materials). KPI #3 Impact waste material on environment

35 Consumer Preference & Packaging in Europe © InSites Consulting Q : For the materials that cannot be entirely recycled: how do you think the waste from these packaging materials is being dealt with? N = 2741 / F = only if not 100% recyclable Impact on environment Waste treatment – Glass

36 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Harmfulness waste Q : For the materials that cannot be entirely recycled: To what extent do you think the waste material is harmful to the environment? N (Metal tins) = 4863, N (Metal Beverage cans) = 4785, N ( Plastics) = 5305, N (Glass) = 2741, N (Beverage carton) = 4480 F = only if not 100% recyclable Glass is perceived as having the least harmful waste material. KPI #3 Pollution impact

37 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Harmfulness waste – Glass Q : For the materials that cannot be entirely recycled: To what extent do you think the waste material is harmful to the environment? N = 2741 / F = only if not 100% recyclable Sig. higher than European average (95% confidence interval) Sig. lower than Europe average (95% confidence interval)

38 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Pollution Q : Please indicate for each of the following packaging materials to what extent you think these have a high or a low pollution (0% meaning that this packaging material generates no pollution and 100% meaning that this packaging material generates a lot of pollution) 0%100% No pollution 73% 0%100%57% 0%100% 57% 0%100% 43% 0% 100% 29% Plastics Metal tins Metal beverage cans Beverage carton Glass A lot of pollution N = 6200 / F = no filter Glass is perceived as lowest pollution packaging material. Pollution impact KPI #4

39 Consumer Preference & Packaging in Europe © InSites Consulting Impact on environment Pollution - Glass 0% 100% 0% 100% No pollution A lot of pollution 29% 0% 100% 38% 0% 100% 0% 100% 25% 0% 100% 27% 0% 100% 23% 0% 100% 33% 0% 100% 27% 0% 100% 43% 100% 34% 0% 100% 24% 100% 29% 0% 100% 19% 0% N = 6200 / F = no filter Europe UK The Netherlands Germany France Poland Austria Czech Rep. Portugal Spain Italy Greece Turkey 25% Q : Please indicate for each of the following packaging materials to what extent you think these have a high or a low pollution (0% meaning that this packaging material generates no pollution and 100% meaning that this packaging material generates a lot of pollution Sig. higher than European average (95% confidence interval) Sig. lower than Europe average (95% confidence interval)

40 Consumer Preference & Packaging in Europe © InSites Consulting Impact on health Risks 0%100% I do not believe at allI fully believe 51% 0%100%50% 0%100%46% 0%100% 0% 100% 9% Plastic Metal tins Metal beverage cans Beverage carton Glass Q : From the packaging materials listed below, to what extent do you believe there is a risk of interaction between any food or drink products and their packaging? 27% N = 4814 / F = only if impact on health For glass the interaction of food and drink products with the packaging is perceived to be very low. Interaction material with content KPI #5

41 Consumer Preference & Packaging in Europe © InSites Consulting Impact on health Risks – Glass 0% 100% 0% 100% I do not believe at all I fully believe 9% 0% 100% 8% 0% 100% 9% 0% 100% 7% 0% 100% 6% 0% 100% 6% 0% 100% 10% 0% 100% 7% 0% 100% 15% 100% 11% 0% 100% 7% 100% 12% 0% 100% 11% 0% Europe UK The Netherlands Germany France Poland Austria Czech Rep. Portugal Spain Italy Greece Turkey N = 4814 / F = only if impact on health Q : From the packaging materials listed below, to what extent do you believe there is a risk of interaction between any food or drink products and their packaging? Sig. higher than European average (95% confidence interval) Sig. lower than Europe average (95% confidence interval)

42 Consumer Preference & Packaging in Europe © InSites Consulting 3 things to remember.

43 Consumer Preference & Packaging in Europe © InSites Consulting Glass is thought to be the green choice. 1 1

44 Consumer Preference & Packaging in Europe © InSites Consulting Three things to remember 1. Glass is the green choice Recyclability (a) Environment friendliness (a) Pollution impact (b) Interaction material with content (b) Impact waste material on environment (a) Glass Beverage carton Plastics Metal beverage cans Metal/tin conserves Figures (1-5) indicate ranking position on KPI. (a)The higher the ranking, the more positive (b)The lower the ranking the more positive

45 Consumer Preference & Packaging in Europe © InSites Consulting On a country-level, Germany, Poland, Austria & Turkey believe even more in the advantages of glass. On a country-level, Germany, Poland, Austria & Turkey believe even more in the advantages of glass. 2 2

46 Consumer Preference & Packaging in Europe © InSites Consulting Three things to remember 2. Some countries think glass is greener than others Recyclability Environment friendliness Pollution impact Interaction material with content Impact waste material on environment UKNLGEFRPLAUCZPTSPITGRTU Significant better performance than European average (95% confidence interval) Significant lower performance than European average (95% confidence interval)

47 Consumer Preference & Packaging in Europe © InSites Consulting There is a demand for more glass packaging, e.g. for product categories such as milk and juices. There is a demand for more glass packaging, e.g. for product categories such as milk and juices. 3 3

48 Consumer Preference & Packaging in Europe © InSites Consulting Three things to remember 3. Glass is often preferred, but unavailable Q : If available in your regular grocery shop, please indicate which type of packaging material you would prefer for each of the following categories? N = 6200 / F = no filter Q : Please indicate for each of the following products which type of packaging material you use most for this category? This slide is a copy of slide 10 in this document.

49 Consumer Preference & Packaging in Europe © InSites Consulting Thanks for your attention. Questions? Thanks for your attention. Questions?

50 Consumer Preference & Packaging in Europe © InSites Consulting InSites Consulting Evergemsesteenweg 195 B-9032 Gent Belguim Tel Fax About us Contact details Nanno Palte Director Market Insights & Behaviour Tel Mobile Dennis Claus Senior Research Consultant Tel Mobile