Mondi’s fourth annual consumer trend survey has reflected the views and insights of 5000 consumers based in Germany, Poland, Sweden and Turkey on macro trends in e-commerce packaging. It examines online shopping patterns and consumer attitudes to packaging.
The survey, which was conducted by RetailX is its most in-depth study to date, with 1000 consumers surveyed each in France, Germany, Poland, Sweden and Turkey, with an in-depth analysis of generational differences in online shopping patterns.
“We want to be at the forefront of understanding what consumers want when they are shopping online, and what they expect from the packaging protecting their purchases,” explained Nedim Nisic, eCommerce Director at Mondi Group. “This research has revealed five macro trends shaping the growing eCommerce packaging market, providing useful insights as we partner with leading retailers to co-create the most sustainable packaging solutions for their needs.”
Three-quarters of customers shop online at least once a month and spend an average of EU€12 to €120 a month; understanding why they choose to shop online is important and understanding the e-commerce features they value the most. The survey confirms that, across generations and countries, top drivers for online shopping are lower prices and convenience, saving time and direct delivery to homes.
For packaging, the first trend identified is the protection of goods and environmental considerations as they continue to be two of the strongest customer requirements. 94% of consumers have cited the protection of goods as the most important factor, particularly when it has a high value.
“As customers have seen the growing availability of easy-close packaging, so they have also realised how well it fits their needs, both in terms of the convenience of being able to easily reseal without hunting for the packing tape but also the sustainability aspect of reusing packaging,” added Nisic.
Packaging being environmentally friendly (84%) and easy to dispose of (80%) were the next most important factors.
The research also revealed that oversized packaging annoys 86% of consumers, up from 79% in 2021 and excess internal packaging annoys 78%. More than two-thirds (67%) of respondents across the countries said that overpackaging would put customers off from buying the brand.
“Overpackaging is not sustainable or cost-effective. The research now also shows that it can influence buying decisions, with customers choosing not to support retailers that get it wrong,” Nisic explained.
The other trends reflected in the survey showed that the unboxing moment matters, consumers are willing to pay a small premium for packaging that meets their needs and the behaviour and trends of millennials are driving the market as the millennial generation are most likely to rate various packaging characteristics being crucial to them compared with other generations, and have the greatest willingness to pay extra for packaging that suits their needs.
The report can be viewed and downloaded here.
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