Fost Plus: What is excessive packaging?

When is packaging excessive?

The industry needs to prove its involvement and responsibility

Fost Plus helps companies with their prevention

Clarifying opinions In order to better understand consumer perception of what constitutes excessive packaging, Fost Plus and the Packaging and Packaging Waste Platform* ordered a qualitative analysis.

The goal of this analysis was to identify which aspects and which types of packaging are being criticized, and to define possible action paths. The results of this analysis are summarized in this brochure.

Finding out what opinion leaders think The interviewees were professionals who have good knowledge of packaging-related issues, as well as of prevention principles and strategies.

They are active in the political or associated sectors, as well as in intermunicipal authorities and consultancy bureaus.

Each person was questioned regarding their selection and purchasing processes when doing their daily shopping.

The analysis focused on the individual aspirations of each person. They expressed their own opinions and did not speak in name of their organization.

➡ Communicates its choices better regarding certain types of packaging ➡ Underlines the usefulness of packaging given the requirements of everyday life ➡ Shows that they have already deployed considerable reduction efforts ➡ Continues efforts to reduce the environmental impact related to their packaging

Qualitative analysis carried out by a specialized agency The analysis was carried out in 2010 by Mythos, a company recognized as an expert in market analyses.

Approximately thirty people were interviewed for the purpose of this analysis.

Fost Plus provides a wide range of services to companies to help them optimize their packaging prevention policy. The Preventpack Newsletter, for instance, contains numerous special reports and prevention examples informing companies of best practices in the field of packaging prevention. It is published three times a year. In addition, the www.pack4recycling.be Website offers companies the opportunity to ‘test’ the recyclability of their packaging.

Contact For any question related to packaging prevention, send an e-mail to prevention@fostplus.be. www.preventpack.be www.pack4recycling.be www.fostplus.be

Fost Plus also provides customized advice on the eco-design and recyclability of packaging. Companies can also benefit from a diagnosis of their packaging system: an expert visits their site to identify various improvement paths. Moreover, Fost Plus offers customized training courses and seminars to companies.

Perceptions, reality and recommendations Qualitative analysis of the perceptions relating to excessive packaging R.E.: J.Goossens • asbl Fost Plus • Rue Martin V 40 • B-1200 Brussels / Printed on recycled paper • Do not litter public highways • November 2011

The interviewees are well aware of the manufacturers’ logic and efforts in terms of packaging. However, they believe that manufacturers do not explain their choices clearly enough. Enhanced communication would result in better understanding by consumers as to the true environmental impact of a product/packaging combination. The interviewees therefore recommend that the industry:

In-depth interviews were carried out; each individual interview lasted from 45 minutes to 3 hours.

*The Packaging and Packaging Waste Platform was established in order to create a permanent discussion framework. It brings together the Federation of Enterprises in Belgium (FEB), the Flanders Chamber of Commerce and Industry (VOKA), Brussels Entreprises Commerce and Industry (BECI), the Union of Entreprises in Wallonia (UWE), as well as their members.

asbl Fost Plus • Rue Martin V 40 • BE-1200 Brussels T + 32 2 775 03 50 • F +32 2 771 16 96 • fostplus@fostplus.be

www.fostplus.be

Together

Good sorting

Better recycling

Some types of packaging are indeed deemed excessive…

They are found both in food and non-food applications.

Where does this perception come from?

It occurs when the consumer feels that there is too much unjustified packaging for the product or when there is no alternative product offering less packaging.

This perception of excessive packaging can be categorized along two axes.

Products located in the ‘excess’ range and/or ‘obligation’ area entail a sense of over-packaging. The following products were mentioned most often during the survey:

Knowledge of existing alternatives for consumers

An impression of excess?

Many consumers seem to think that packaging is often excessive. But is this perception actually true? Where does it come from and what is its influence on buying behaviour?

What can industry do to remedy this perception? This analysis aims to provide answers to all of these questions.

Accessories in prepared meals Disposable bags

Marketing gadgets Promotional packaging (present, festive events)

Buying behaviour is a key aspect in the packaging debate. Indeed, consumers continue to purchase the products for which they believe the packaging is excessive because the latter brings them other benefits such as comfort, convenience, pleasure, or time savings.

An answer to modern life requirements

Pre-packaged meat, fruit and vegetables Individual portions Multiple packaging (snacks) Prepared meals

Beverages Maintenance products in the broad sense Tubes + cardboard (mayonaise, toothpaste)

Sense of excess sense of coherence

‘I received a parcel that I ordered over the Internet; the box was too big and the weight of the packaging exceeded that of the product.’

‘Despite my efforts, my garbage bins are still full of packaging.’

Products packaged in blisters

Furniture for DIY assembly

Luxury products and cosmetics

Electrical goods

Parcels ordered through Internet Toys

‘Throwing away packaging is always a moment of confrontation and questioning.’

‘Daily time constraints sometimes force me to purchase over-packaged food products.’

‘I often buy ready-made meals and even individually packaged snacks because it is so convenient.’

‘Given that I hate washing and cutting salad, I buy it already prepared in sealed bags. It is also a form of over-packaging.’

Electronic goods (portable phones,…)

Biological’ fruits and vegetables with compulsory packaging Medicine

Plastic films around mailers

Sense of obligation

A sense of excess occurs when consumers feel that the product/packaging combination is not balanced. The packaging weight or volume does not seem justified compared with the product it contains.

… but purchasing criteria have multiplied

Consumers feel an obligation when there is no alternative to a packaging. Cosmetic products packaging, for instance, is perceived as being excessive and without alternative. The same goes for products that are only available in blisters (shaving blades, for example).

Modern packaging is multifunctional. In addition to its product protection and preservation role, it provides buyers with a whole series of benefits: Comfort When alternatives exist, the choice of a more heavily packaged product often has to do with comfort. Certain consumers prefer to buy their fruits and vegetables prepacked instead of in bulk, their salad pre-cut and prewashed, or their meals already prepared.

Convenience Buying packaged food enables the spacing of purchases thanks to a longer preservation period. Individually packaged biscuits are easy to carry along, even though they entail additional packaging waste.

Freshness and quality These same individually packaged snacks maintain the freshness of the product longer, thus reducing product waste. The same is true for food products in small portions.

Time savings Buying a prepared meal avoids having to cook. While the inclusion of a plastic fork or spoon is convenient

away from home, it is viewed as superfluous when the meal is consumed at home. However, it doesn’t stop the purchase. Pre-packaged fruit, vegetables and meat provide time savings during shopping.

Emotion Packaging also plays a symbolic role. Giving a present or receiving one is nicer when it is packaged aesthetically or creatively. Another instance of emotion is children preferring to use shampoo in a bottle shaped like their favourite cartoon hero.

Rationalizing one’s buying behaviour The sense of purchasing too much packaging makes consumers feel an ‘intimate contradiction’. This contradiction requires some form of legitimization. The functional, emotional and/or comfort reasons mentioned above are cited by the majority of people interviewed to justify their purchase. This need for rationalization is even stronger when at least one alternative exists.

Moreover, consumers today better understand that certain environmental impacts—in terms of waste, for instance—can be avoided thanks to packaging.

Some types of packaging are indeed deemed excessive…

They are found both in food and non-food applications.

Where does this perception come from?

It occurs when the consumer feels that there is too much unjustified packaging for the product or when there is no alternative product offering less packaging.

This perception of excessive packaging can be categorized along two axes.

Products located in the ‘excess’ range and/or ‘obligation’ area entail a sense of over-packaging. The following products were mentioned most often during the survey:

Knowledge of existing alternatives for consumers

An impression of excess?

Many consumers seem to think that packaging is often excessive. But is this perception actually true? Where does it come from and what is its influence on buying behaviour?

What can industry do to remedy this perception? This analysis aims to provide answers to all of these questions.

Accessories in prepared meals Disposable bags

Marketing gadgets Promotional packaging (present, festive events)

Buying behaviour is a key aspect in the packaging debate. Indeed, consumers continue to purchase the products for which they believe the packaging is excessive because the latter brings them other benefits such as comfort, convenience, pleasure, or time savings.

An answer to modern life requirements

Pre-packaged meat, fruit and vegetables Individual portions Multiple packaging (snacks) Prepared meals

Beverages Maintenance products in the broad sense Tubes + cardboard (mayonaise, toothpaste)

Sense of excess sense of coherence

‘I received a parcel that I ordered over the Internet; the box was too big and the weight of the packaging exceeded that of the product.’

‘Despite my efforts, my garbage bins are still full of packaging.’

Products packaged in blisters

Furniture for DIY assembly

Luxury products and cosmetics

Electrical goods

Parcels ordered through Internet Toys

‘Throwing away packaging is always a moment of confrontation and questioning.’

‘Daily time constraints sometimes force me to purchase over-packaged food products.’

‘I often buy ready-made meals and even individually packaged snacks because it is so convenient.’

‘Given that I hate washing and cutting salad, I buy it already prepared in sealed bags. It is also a form of over-packaging.’

Electronic goods (portable phones,…)

Biological’ fruits and vegetables with compulsory packaging Medicine

Plastic films around mailers

Sense of obligation

A sense of excess occurs when consumers feel that the product/packaging combination is not balanced. The packaging weight or volume does not seem justified compared with the product it contains.

… but purchasing criteria have multiplied

Consumers feel an obligation when there is no alternative to a packaging. Cosmetic products packaging, for instance, is perceived as being excessive and without alternative. The same goes for products that are only available in blisters (shaving blades, for example).

Modern packaging is multifunctional. In addition to its product protection and preservation role, it provides buyers with a whole series of benefits: Comfort When alternatives exist, the choice of a more heavily packaged product often has to do with comfort. Certain consumers prefer to buy their fruits and vegetables prepacked instead of in bulk, their salad pre-cut and prewashed, or their meals already prepared.

Convenience Buying packaged food enables the spacing of purchases thanks to a longer preservation period. Individually packaged biscuits are easy to carry along, even though they entail additional packaging waste.

Freshness and quality These same individually packaged snacks maintain the freshness of the product longer, thus reducing product waste. The same is true for food products in small portions.

Time savings Buying a prepared meal avoids having to cook. While the inclusion of a plastic fork or spoon is convenient

away from home, it is viewed as superfluous when the meal is consumed at home. However, it doesn’t stop the purchase. Pre-packaged fruit, vegetables and meat provide time savings during shopping.

Emotion Packaging also plays a symbolic role. Giving a present or receiving one is nicer when it is packaged aesthetically or creatively. Another instance of emotion is children preferring to use shampoo in a bottle shaped like their favourite cartoon hero.

Rationalizing one’s buying behaviour The sense of purchasing too much packaging makes consumers feel an ‘intimate contradiction’. This contradiction requires some form of legitimization. The functional, emotional and/or comfort reasons mentioned above are cited by the majority of people interviewed to justify their purchase. This need for rationalization is even stronger when at least one alternative exists.

Moreover, consumers today better understand that certain environmental impacts—in terms of waste, for instance—can be avoided thanks to packaging.

Some types of packaging are indeed deemed excessive…

They are found both in food and non-food applications.

Where does this perception come from?

It occurs when the consumer feels that there is too much unjustified packaging for the product or when there is no alternative product offering less packaging.

This perception of excessive packaging can be categorized along two axes.

Products located in the ‘excess’ range and/or ‘obligation’ area entail a sense of over-packaging. The following products were mentioned most often during the survey:

Knowledge of existing alternatives for consumers

An impression of excess?

Many consumers seem to think that packaging is often excessive. But is this perception actually true? Where does it come from and what is its influence on buying behaviour?

What can industry do to remedy this perception? This analysis aims to provide answers to all of these questions.

Accessories in prepared meals Disposable bags

Marketing gadgets Promotional packaging (present, festive events)

Buying behaviour is a key aspect in the packaging debate. Indeed, consumers continue to purchase the products for which they believe the packaging is excessive because the latter brings them other benefits such as comfort, convenience, pleasure, or time savings.

An answer to modern life requirements

Pre-packaged meat, fruit and vegetables Individual portions Multiple packaging (snacks) Prepared meals

Beverages Maintenance products in the broad sense Tubes + cardboard (mayonaise, toothpaste)

Sense of excess sense of coherence

‘I received a parcel that I ordered over the Internet; the box was too big and the weight of the packaging exceeded that of the product.’

‘Despite my efforts, my garbage bins are still full of packaging.’

Products packaged in blisters

Furniture for DIY assembly

Luxury products and cosmetics

Electrical goods

Parcels ordered through Internet Toys

‘Throwing away packaging is always a moment of confrontation and questioning.’

‘Daily time constraints sometimes force me to purchase over-packaged food products.’

‘I often buy ready-made meals and even individually packaged snacks because it is so convenient.’

‘Given that I hate washing and cutting salad, I buy it already prepared in sealed bags. It is also a form of over-packaging.’

Electronic goods (portable phones,…)

Biological’ fruits and vegetables with compulsory packaging Medicine

Plastic films around mailers

Sense of obligation

A sense of excess occurs when consumers feel that the product/packaging combination is not balanced. The packaging weight or volume does not seem justified compared with the product it contains.

… but purchasing criteria have multiplied

Consumers feel an obligation when there is no alternative to a packaging. Cosmetic products packaging, for instance, is perceived as being excessive and without alternative. The same goes for products that are only available in blisters (shaving blades, for example).

Modern packaging is multifunctional. In addition to its product protection and preservation role, it provides buyers with a whole series of benefits: Comfort When alternatives exist, the choice of a more heavily packaged product often has to do with comfort. Certain consumers prefer to buy their fruits and vegetables prepacked instead of in bulk, their salad pre-cut and prewashed, or their meals already prepared.

Convenience Buying packaged food enables the spacing of purchases thanks to a longer preservation period. Individually packaged biscuits are easy to carry along, even though they entail additional packaging waste.

Freshness and quality These same individually packaged snacks maintain the freshness of the product longer, thus reducing product waste. The same is true for food products in small portions.

Time savings Buying a prepared meal avoids having to cook. While the inclusion of a plastic fork or spoon is convenient

away from home, it is viewed as superfluous when the meal is consumed at home. However, it doesn’t stop the purchase. Pre-packaged fruit, vegetables and meat provide time savings during shopping.

Emotion Packaging also plays a symbolic role. Giving a present or receiving one is nicer when it is packaged aesthetically or creatively. Another instance of emotion is children preferring to use shampoo in a bottle shaped like their favourite cartoon hero.

Rationalizing one’s buying behaviour The sense of purchasing too much packaging makes consumers feel an ‘intimate contradiction’. This contradiction requires some form of legitimization. The functional, emotional and/or comfort reasons mentioned above are cited by the majority of people interviewed to justify their purchase. This need for rationalization is even stronger when at least one alternative exists.

Moreover, consumers today better understand that certain environmental impacts—in terms of waste, for instance—can be avoided thanks to packaging.

When is packaging excessive?

The industry needs to prove its involvement and responsibility

Fost Plus helps companies with their prevention

Clarifying opinions In order to better understand consumer perception of what constitutes excessive packaging, Fost Plus and the Packaging and Packaging Waste Platform* ordered a qualitative analysis.

The goal of this analysis was to identify which aspects and which types of packaging are being criticized, and to define possible action paths. The results of this analysis are summarized in this brochure.

Finding out what opinion leaders think The interviewees were professionals who have good knowledge of packaging-related issues, as well as of prevention principles and strategies.

They are active in the political or associated sectors, as well as in intermunicipal authorities and consultancy bureaus.

Each person was questioned regarding their selection and purchasing processes when doing their daily shopping.

The analysis focused on the individual aspirations of each person. They expressed their own opinions and did not speak in name of their organization.

➡ Communicates its choices better regarding certain types of packaging ➡ Underlines the usefulness of packaging given the requirements of everyday life ➡ Shows that they have already deployed considerable reduction efforts ➡ Continues efforts to reduce the environmental impact related to their packaging

Qualitative analysis carried out by a specialized agency The analysis was carried out in 2010 by Mythos, a company recognized as an expert in market analyses.

Approximately thirty people were interviewed for the purpose of this analysis.

Fost Plus provides a wide range of services to companies to help them optimize their packaging prevention policy. The Preventpack Newsletter, for instance, contains numerous special reports and prevention examples informing companies of best practices in the field of packaging prevention. It is published three times a year. In addition, the www.pack4recycling.be Website offers companies the opportunity to ‘test’ the recyclability of their packaging.

Contact For any question related to packaging prevention, send an e-mail to prevention@fostplus.be. www.preventpack.be www.pack4recycling.be www.fostplus.be

Fost Plus also provides customized advice on the eco-design and recyclability of packaging. Companies can also benefit from a diagnosis of their packaging system: an expert visits their site to identify various improvement paths. Moreover, Fost Plus offers customized training courses and seminars to companies.

Perceptions, reality and recommendations Qualitative analysis of the perceptions relating to excessive packaging R.E.: J.Goossens • asbl Fost Plus • Rue Martin V 40 • B-1200 Brussels / Printed on recycled paper • Do not litter public highways • November 2011

The interviewees are well aware of the manufacturers’ logic and efforts in terms of packaging. However, they believe that manufacturers do not explain their choices clearly enough. Enhanced communication would result in better understanding by consumers as to the true environmental impact of a product/packaging combination. The interviewees therefore recommend that the industry:

In-depth interviews were carried out; each individual interview lasted from 45 minutes to 3 hours.

*The Packaging and Packaging Waste Platform was established in order to create a permanent discussion framework. It brings together the Federation of Enterprises in Belgium (FEB), the Flanders Chamber of Commerce and Industry (VOKA), Brussels Entreprises Commerce and Industry (BECI), the Union of Entreprises in Wallonia (UWE), as well as their members.

asbl Fost Plus • Rue Martin V 40 • BE-1200 Brussels T + 32 2 775 03 50 • F +32 2 771 16 96 • fostplus@fostplus.be

www.fostplus.be

Together

Good sorting

Better recycling

When is packaging excessive?

The industry needs to prove its involvement and responsibility

Fost Plus helps companies with their prevention

Clarifying opinions In order to better understand consumer perception of what constitutes excessive packaging, Fost Plus and the Packaging and Packaging Waste Platform* ordered a qualitative analysis.

The goal of this analysis was to identify which aspects and which types of packaging are being criticized, and to define possible action paths. The results of this analysis are summarized in this brochure.

Finding out what opinion leaders think The interviewees were professionals who have good knowledge of packaging-related issues, as well as of prevention principles and strategies.

They are active in the political or associated sectors, as well as in intermunicipal authorities and consultancy bureaus.

Each person was questioned regarding their selection and purchasing processes when doing their daily shopping.

The analysis focused on the individual aspirations of each person. They expressed their own opinions and did not speak in name of their organization.

➡ Communicates its choices better regarding certain types of packaging ➡ Underlines the usefulness of packaging given the requirements of everyday life ➡ Shows that they have already deployed considerable reduction efforts ➡ Continues efforts to reduce the environmental impact related to their packaging

Qualitative analysis carried out by a specialized agency The analysis was carried out in 2010 by Mythos, a company recognized as an expert in market analyses.

Approximately thirty people were interviewed for the purpose of this analysis.

Fost Plus provides a wide range of services to companies to help them optimize their packaging prevention policy. The Preventpack Newsletter, for instance, contains numerous special reports and prevention examples informing companies of best practices in the field of packaging prevention. It is published three times a year. In addition, the www.pack4recycling.be Website offers companies the opportunity to ‘test’ the recyclability of their packaging.

Contact For any question related to packaging prevention, send an e-mail to prevention@fostplus.be. www.preventpack.be www.pack4recycling.be www.fostplus.be

Fost Plus also provides customized advice on the eco-design and recyclability of packaging. Companies can also benefit from a diagnosis of their packaging system: an expert visits their site to identify various improvement paths. Moreover, Fost Plus offers customized training courses and seminars to companies.

Perceptions, reality and recommendations Qualitative analysis of the perceptions relating to excessive packaging R.E.: J.Goossens • asbl Fost Plus • Rue Martin V 40 • B-1200 Brussels / Printed on recycled paper • Do not litter public highways • November 2011

The interviewees are well aware of the manufacturers’ logic and efforts in terms of packaging. However, they believe that manufacturers do not explain their choices clearly enough. Enhanced communication would result in better understanding by consumers as to the true environmental impact of a product/packaging combination. The interviewees therefore recommend that the industry:

In-depth interviews were carried out; each individual interview lasted from 45 minutes to 3 hours.

*The Packaging and Packaging Waste Platform was established in order to create a permanent discussion framework. It brings together the Federation of Enterprises in Belgium (FEB), the Flanders Chamber of Commerce and Industry (VOKA), Brussels Entreprises Commerce and Industry (BECI), the Union of Entreprises in Wallonia (UWE), as well as their members.

asbl Fost Plus • Rue Martin V 40 • BE-1200 Brussels T + 32 2 775 03 50 • F +32 2 771 16 96 • fostplus@fostplus.be

www.fostplus.be

Together

Good sorting

Better recycling