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Market Data 17.05.2017

Glass declared number 1 by European consumers

Growing concern for the environment, combined with consumer preference for healthy living, is driving increased trust in glass as the ultimate packaging choice for food and drinks. According to a Europe-­wide independent survey, commissioned by the Friends of Glass community, 85 % of Europeans would recommend glass to their friends and family.

Glass declared number 1 by European consumers

85 % of Europeans vote for glass packaging for a sustainable and healthy lifestyle

Growing concern for the environment, combined with consumer preference for healthy living, is driving increased trust in glass as the ultimate packaging choice for food and drinks. According to a Europe-wide independent survey, commissioned by the Friends of Glass community, 85 % of Europeans would recommend glass to their friends and family. This marks a 15 % increase since eight years ago.

Almost 18,000 European consumers in 11 countries across the region were surveyed, with the findings revealing that 76 % of Europeans see glass as the most environmentally friendly packaging material. This represents a 50 % increase since 2008.

While glass is regarded as one of the most sustainable and eco-friendly forms of packaging, more education on its benefits is needed. There are still many Europeans who are not fully aware of the full range of benefits glass offers to the environment and sustainable living; in fact, glass is 100 % infinitely recyclable, yet a majority of Europeans believe that it is only 84 % recyclable. Only 49 % of them believe that glass waste is not harmful to the environment. While this marks an increase from three years ago (at the time this was 40 %), there is an awareness gap.

Living sustainably is not just about saving the planet; it is also about looking after your health. Indeed, Europeans associate glass packaging with numerous health benefits. Consumers believe glass has the lowest risk of interaction with food (14 %). Because of its inert properties, glass provides a natural protective barrier which ensures the product contents do not change over time. Among those who opt for glass, 53 % believe glass is the safest food packaging material while 73 % consider glass to be the safest drink packaging material.

A Generation Gap?

This latest research highlights that older generations are better informed about the importance of choosing the right packaging for a healthy and sustainable lifestyle. Younger consumers buy fewer glass-packaged products than older generations, and expect less glass across food and beverage products. Price (34 %) and availability (34 %) are the main barriers to buying glass.

However, younger generations identify glass packaging as the trendier option, and find glass to be the best packaging option in preserving taste and quality. Whilst the younger generation votes in favour of glass, they are less concerned about food safety issues and environmental issues related to packaging materials than older consumers.

For further results, see national scorecards on news.friendsofglass.com.

About the Survey
This Europe-wide survey was conducted in 11 EU countries: Germany, France, Italy, UK, Spain, Austria, Croatia, Czech Republic, Poland, Slovakia and Switzerland, from 28 November to 14 December 2016. The purpose was to measure the evolution of consumers’ perception and usage of glass packaging since a similar study was undertaken in 2014.  Overall, 17,377 Europeans were surveyed.
The survey included a first sample size of 13,054 Europeans between 25-65 years old, with a focus on women (75 % of surveyed consumers). All participants are (co)responsible for household grocery shopping. The second sample size included 4,323 Europeans between 16-24 years old.

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