In this third issue of [DECODING], we examine the solutions envisioned by both consumers and wine and spirits brands to rethink packaging in this age of environmental awareness.
“Regarding food, yes I will be careful with what I buy. But when I want to have a drink with my friends, I’m thinking about us having a good time together. I want to relax and enjoy myself. These environmental issues just don’t cross my mind.” United States
Concern for the environment has infiltrated the daily lives of individuals in upper socio-professional categories in France, the United States and even China. Increasingly aware of the ecological impact of what they consume on a daily basis, they are looking for alternatives in food, beauty, hygiene and household products, not to mention fashion. Means of transport and tourism activities are not immune to this questioning either.
Yet one product category falls further off the eco-friendly radar: wines and spirits. Consumers are less well informed about the ecological damage caused by this industry, which enjoys an almost sacred aura. Even among the most responsible consumers, the ecological aspect is far from being the most important element considered at the time of purchase.
Upon gaining awareness, three major concerns emerge: the use of pesticides, the carbon footprint of transporting bottles, and packaging.
What are the eco-friendly packaging options for wines and spirits in France, the United States and China?
We offer you an overview of the innovations imagined by brands and their perception by consumers in our Decoding report for the month of September.
[Article and reports based on a meta-analysis of several qualitative studies conducted by IFOP IQ in France, China and the United States with individuals in upper socio-professional categories, between 2021 and 2022]
These 5 insights can be explored in the file available (in french) for download.
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