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5,000 residents of Germany, Poland, France, Sweden and Turkey took part in the RetailX study, commissioned by the Mondi Group. The brief summary is: every year consumers become more and more demanding on packaging
“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,” says Mondi Group eCommerce Director Nedim Nisic.
The study has become the deepest dive into online shopping behaviour and consumers’ attitudes to packaging to date. For the first time it also included an analysis of generational differences in online shopping patterns.
Trend #1: Protection of goods and environmental considerations continue to be two of the strongest customer requirements
94% of respondents consider protection of goods to be the most important feature of packaging, especially when it comes to expensive purchases. This is followed by ease of resealing for return to the seller at 88% (up 14% from last year), as well as environmental friendliness at 84% and ease of disposal at 80%.
“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,” comments Nisic.
Trend #2: Overpackaging is costing more than expected
Such packaging causes irritation in 86% of respondents (79% in 2021). More than two-thirds – 67% – said they would not buy from such sellers in the future.
“Overpackaging is not sustainable or cost-effective,” says Nisic. “The research now also shows that it can influence buying decisions, with customers choosing not to support retailers that get it wrong.”
Trend #3: The unboxing moment matters
In 2019, in Poland, only 32% of respondents paid attention to this factor, this year – 66%. Across countries, a unique unboxing experience would convince 78% of shoppers to order from the same retailer again (32% up compared to 2021).
“The concept of unboxing is more than just a customer unwrapping their order,” says Nisic. “It’s about using the opportunity to give customers a brand experience they will remember for all the right reasons.”
Trend #4: Consumers are increasingly willing to pay a small premium for packaging that meets their needs
Namely, around 1 euro per box. In particular, this was stated by 81% of respondents in Poland and 70% in Germany. Last year, the number of enthusiasts in these countries was 48% and 56% respectively.
Trend #5: The behaviour and trends of Millennials are driving the market
It is they who most often make purchases online: 8% – at least once a day, 37% – more than once a week (for all age groups, 75% of respondents order via the Internet at least once a month spending an average of €12 to €120).
Millennials are spending heavily across sectors, rating the various packaging characteristics as being crucial to them when compared to other generations.
Also, most of this age group is willing to pay extra for packaging that suits their needs – 74%, although, the leadership in this matter belongs to Generation Z – 80%.
Fashion is the strongest product segment in eCommerce, followed by homeware, consumer electronics and beauty products.
The survey confirmed that across generations and countries, the top drivers for online shopping are lower prices and convenience, specifically saving time and direct delivery to homes.
gofro.expert
