What consumers feel about beverage packaging

When it comes to beverage consumption, every market is different. Shares of glass or PET bottles and also cans may vary greatly due to a number of factors: consumer habits, deposit regulations, availability in shops and – not least – the presence (or absence) of a returnable bottle system. These are just some of the parameters that must be considered when assessing chances of gaining market share. One way to achieve this goal is by introducing a new packaging method that not only optimises processes in the value chain, but also boosts sustainability. Some degree of general knowledge about consumer preferences and trends is already available, but a detailed survey is the only way to obtain factual insights geared to a specific market.

This prompted Vetropack to commission just such a study in Switzerland. The goal: to gain a better understanding of people’s attitudes and behaviours regarding beverage consumption (beer and soft drinks), focusing on the influence of packaging and (returnable) glass bottles in particular. As the first step, the survey aimed to differentiate the user groups. Many factors are at play here, including age, environmental awareness, income level and place of residence. However, one differentiating factor emerges as the most important of all: as in almost every country on earth, there is a significant divide in Switzerland between people with a (more) urban lifestyle on the one hand, and those with a (more) rural way of life on the other. The study labels these opposing Swiss consumer groups as “Urbanistas” and “Traditionalists”.

Why – and how – consumer habits are influenced by where people live

Typical Traditionalists spend more time at home; they have more storage space, and they use cars more regularly – especially when they go shopping. Urbanistas tend to have a more spontaneous lifestyle and they usually buy in smaller quantities, partly because their carrying and storage capacities are limited. So how do these aspects influence consumers’ perceptions of beverage packaging and their related behaviour patterns?

We can make one general statement: people clearly perceive glass bottles as the beverage packaging with the highest quality. Drinks from glass bottles taste fresher, they stay cold for longer, and glass has no negative influence on taste – unlike PET bottles and cans. Glass is also seen as more hygienic, more sustainable, and more “premium”: this last attribute is especially important for consumption in social settings such as events, parties and other gatherings. However, both Traditionalists and Urbanistas also mention some disadvantages: they perceive glass as less convenient due to its weight and risk of breakage, and because glass bottles are non-resealable.

The detailed analysis of results from the survey shows that Urbanistas attach greater importance to convenience. Traditionalists, on the other hand, are more open to glass because they are less concerned about transport and storage. The survey also revealed that older generations in Switzerland still remember returnable bottles as a sensible system, especially in terms of sustainability – even though large-scale use of such systems was abandoned back in the 1970s. Surprisingly, respondents were not able to identify a general environmental advantage for glass: packaging of all types is usually sent for recycling, so it was not obvious to participants that (returnable) glass is more eco-friendly than PET or cans. They only reached this conclusion after giving some thought to the question. This shows that sustainability is seen as less relevant than might have been expected, given that it is such a prominent issue in the media and society in general.

Closing the convenience gap: making glass light and robust

As an industry innovator, Vetropack has recently developed a new type of glass that is not only light but also robust. We have already completed a successful pilot in Austria (read more about this in the Mohrenbrauerei Success Story), and the aim now is to close the “convenience gap” between returnable glass and the other types of beverage packaging (PET, cans, and single-use bottles) that dominate the Swiss market.

The study has clearly shown that glass packaging harbours significant potential – especially in the beer segment, where glass is the most established packaging format. Traditionalists, who are generally open to glass and returnable bottles, would appreciate reduced weight and enhanced robustness. Urbanistas, too, would probably be more willing to buy drinks in glass bottles if combinations of smaller quantities were offered, such as six-packs instead of large crates.

Needless to say, one key success factor is the possibility of returning used bottles almost anywhere. This is why retailers are such an important link in the distribution chain: for example, they could start out by offering speciality beers in the new improved glass bottles as the basis for re-establishing a returnable bottle system.

Then they could gradually expand the system to include other beers and soft drinks, thus leveraging sustainability by offering their customers a more eco-friendly way to enjoy their favourite beverages. Lower weight and higher stability are also factors that deliver benefits for beverage bottlers. Lighter bottles reduce labour effort and energy consumption, and their robustness helps to lessen breakage rates throughout the lifecycle.

Closing words from Evan Williams, Chief Commercial Officer at Vetropack: “This study has endorsed the improved performance attributes of Vetropack’s glass technology as a step forward in returnable systems. In Switzerland, we already have returnable glass in the HORECA segment, and a number of retailers have also introduced it. Further effort will be needed to involve and educate the various stakeholders so we can transform consumer habits and overcome the specific entry barriers at the point of purchase. The sustainability advantages are multiple and obvious – however, sustainability is more of an emotional argument for a brand or product; it has to be backed up by tangible convenience benefits, especially in urban areas.”