Which Carton Suits Plant-based Drinks?
A study conducted by the market research company Kantar on behalf of Elopak looked into the question of which packaging consumers in Germany want for plant-based milk alternatives. According to the study, the sustainability of the packaging is particularly important in this product segment.
Complete recyclability and a low plastic content; better natural brown, unbleached cardboard than white: these are some of the core results of a study conducted by the market research company Kantar on behalf of Elopak. The study focused on the question of what consumers expect from the packaging of plant-based milk alternatives.
As part of the study, 83 percent of respondents said that sustainable packaging for plant-based drinks was important or very important to them. Forty-seven percent look for complete recyclability in packaging, while 40 percent want the least amount of plastic possible. According to the survey, a natural look with a natural brown board best suits the plant-based drinks segment.
Innovations in demand
New technological solutions that further increase the environmental friendliness of the carton are also increasing its acceptance, according to the survey. Aluminum-free cartons, where in addition the plastics are based entirely on renewable materials, perform best in the survey due to their reduced CO2 emissions by up to 50 percent. The study also makes it clear that gable-top cartons stand out most on the shelf from other plant-based drinks because of their special shape.
“For us, these results clearly show that consumers are increasingly demanding environmentally friendly packaging from manufacturers, especially in this segment,” notes Astrid Näscher, Marketing Director Europe North at Elopak. “If ecological benefits are communicated in a clearly understandable way, brands can gain a competitive edge. This also works through the appearance of the carton.
More information and graphics on the study are available on Elopak’s website.