The 2020 trend barometer by Mondi and Karmasin Research & Identity examines online consumer behaviour and packaging requirements in Germany and four other countries. According to the survey, sustainable packaging continues to be a trend.
First of all, it's no surprise: according to the quantitative study, the global coronavirus pandemic has further accelerated online retail. What remains in 2020 is the trend towards sustainable packaging. The most important criteria for shoppers are adequate protection for the goods ordered, environmentally friendly materials and easy disposal. These requirements mean that corrugated cardboard packaging is favoured in all countries surveyed*.
Sustainable packaging: consumers would pay more
While shopping habits continue to change in favour of online retail, the focus remains on sustainability. As in the previous year, 80 per cent of respondents in Germany attach importance to the environmentally friendly disposal of packaging, e.g. recycling or reuse. More than half (57% in all countries, 48% in Germany) also confirm that they are willing to pay more (13% and 3% even up to 2 and 3 euros respectively) if online goods are delivered in packaging that meets their requirements: adequate protection, easy handling and environmentally friendly material.
At the same time, respondents in all countries reject oversized packaging (79 per cent), as well as too much packaging (73 per cent) and cumbersome disposal and recycling (78 per cent); easy opening and recycling (78 per cent) also play an important role.
Unboxing still relatively unknown
The term „unboxing“ - i.e. the unpacking itself - is not yet very well known in the countries surveyed. Around a third of respondents (35 per cent) have heard of it. Unboxing is a trend that young people in particular are familiar with (68 per cent) and 77 per cent of those who have heard of it said that they have experienced the joy of receiving a parcel.
*For the study, a total of 3,052 consumers were surveyed between 22 October and 2 November 2020: in Germany, Austria, Poland, Romania and the Czech Republic.
Source: mondi
