Global Consumers Market Research
WORLD'S CONSUMERS UNITED IN DESIRE FOR NATURE-BASED PACKAGING
 Summary
Studies conducted in 2003 and 2004 have found a large group of consumers worldwide are interested in purchasing fresh food in nature-based packaging, with most expressing a willingness to pay extra for items contained in packaging made from NatureWorks® polymer.
Market researcher Grapentine Company, Inc.* asked more than 3.500 consumers in the United States, Western Europe and Japan about a number of trends in the grocery retail industry. Across all regions, a large share of those surveyed ranked the concept of purchasing fresh food in nature-based packaging as "very desirable," a description that relates closely to a consumer's likelihood to purchase.
Fresh foods in packaging made from NatureWorks polymer were ranked as desirable, and at times even more desirable, than two of grocery retail's highest-selling product trends, fresh-packed herbs/green leaves and organic meats and vegetables. In all regions, there was a strong correlation between a "very desirable" rating and a willingness to pay more for fresh foods in nature-based packaging.
Western Europe
More than 2,400 consumers in Germany, France, Italy and the United Kingdom were surveyed. Respondents to the survey were their household's primary grocery shopper and had recently purchased delicatessen items from a local grocery store. Approximately 59 percent of the shoppers surveyed ranked the concept of fresh foods in natural packaging "very desirable". Of this group, 72 percent were willing to pay 10 euro cents more per food item.
Japan
Of 600 Japanese respondents considered to be their household's primary grocery shopper, 56 percent rated packaging made from NatureWorks polymer as "very desirable". Within the group rating the packaging "very desirable", more than 54 percent were willing to pay at least 10 yen more per food item contained in the nature-based packaging.
United States
Respondents to the survey had a household income of at least $50,000 per year and were their household's primary grocery shopper. Roughly 63 million households fit this demographic in the United States. Of the more than 600 consumers surveyed, 41 percent rated the concept of nature-based packaging for fresh foods as "very desirable," with more than 74 percent willing to pay at least 5 cents more per packaged food item.
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Results
The desirability and price sensitivity data of these studies indicate a substantial segment of global grocery shoppers find the concept of fresh food in packaging made from NatureWorks polymer very appealing.
More importantly, where NatureWorks polymer packaging is in stores, shopper preference for fresh food in nature-based packaging is being replicated in the checkout line. A number of U.S. and European supermarkets are now capitalizing on the unique appeal of the made-from-corn containers to bring attention to delicatessen bakery, dairy and produce items. These grocery retail chains are finding the packaging to be an effective marketing tool for generating increases in department and item sales. |
 From survey results to in-store successes, it is becoming increasingly clear that consumers around the world are willing to reward companies that embrace packaging made from NatureWorks polymer in feeding their desire to take home fresh foods in nature-based packaging.
*The study, conducted by independent market research firm Grapentine Company Inc., was commissioned by NatureWorks LLC. Additional survey detail is available upon request.
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