Coffee Packaging: influencing European consumer choices

Amcor has unveiled new research revealing that coffee packaging significantly influences European consumers' purchasing decisions.

The study, conducted among 1,655 grocery shoppers in the UK, Germany, France, Spain, and Italy, highlights the critical role of packaging in shaping coffee buying behaviour.

Key findings include:

• Packaging as a primary decision factor: 70% of respondents reported having chosen coffee products solely based on packaging. This trend is especially pronounced among 18-34 year olds, with convenience and ease of use being major considerations.
• Importance of brand trust: 70% of consumers regard brand trust as 'very important' when selecting coffee. Packaging features such as convenience, robustness, and premium materials are essential in establishing and maintaining this trust. In the UK, 52% of respondents rated the premium aspect of packaging as 'very important'.
• Functionality and repurchase decisions: Nearly 70% of shoppers have made coffee choices influenced entirely by packaging. Convenience is crucial, with 50% of respondents identifying it as a key feature. Additionally, 33% indicated they would not repurchase a coffee if the packaging was not user-friendly.
• Sustainability concerns: Sustainable packaging plays a significant role in repurchasing decisions for 44% of European coffee consumers. This is particularly true for the 18-34 demographic, with 46% prioritising social and environmental factors. One in five consumers would avoid purchasing a brand perceived as unsustainable, and 35% are deterred by over-packaging.

Amcor's research underscores the substantial impact of packaging on consumer preferences, emphasising the need for brands to prioritise functionality, sustainability, and premium quality in their coffee packaging.