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Consumer attitudes towards animal products, especially meat, are changing. In a Europe-wide study, the global packaging manufacturer Amcor asked people about their shopping habits with regard to meat and meat alternatives. Germans in particular are keeping an eye on the packaging.
The study found that 80 per cent of consumers across Europe (1000 respondents in the UK, the Netherlands, Germany, France and Italy) have changed their consumption of meat or meat alternatives during the coronavirus pandemic, with 50 per cent of consumers eating more meat alternatives since the outbreak of Covid-19. The report entitled „Packaging and meat-alternative lovers: How an eye for detail is shaping purchase behaviour in Europe“ breaks down the results by country. The study found that more than half (55 per cent) of German consumers Meat alternatives at least once a week eat.
„The study shows that there are two main reasons: concern for animal welfare and the desire to include more vegetables in their diet„, says Rosalia Rosalinova, Senior Marketing Manager at Amcor Flexibles.
Packaging attracts attention
The report also shows that consumers of meat alternatives pay more attention to food packaging than in the past. 20 per cent want more detailed information on food packaging and 95 per cent say they want to be able to understand the finer details of what they are consuming. Meanwhile, 89 per cent demand the visibility of the product.
„Transparent packaging that shows off the appearance and texture of food is a growing consumer trend,“ says Rosalinova. „This could be because they want to understand the nature of what they are buying, as some meat alternatives are still relatively new to the market. However, brand manufacturers should also take this into account: Transparent packaging gives consumers the certainty that the food they buy is still fresh and safe. Therefore, the packaging must look minimalist and feel good, but still have a high protective effect so that the food stays fresh and is not thrown away.“
The importance attached to the sustainability of packaging as a whole has not diminished during the pandemic. 67 per cent of respondents stated that they regularly check packaging for indications of its sustainability, with terms such as „recyclable“ and „less plastic“ being mentioned most frequently (30 per cent and 25 per cent respectively). Germany is at the forefront when it comes to using packaging material as a benchmark for the sustainability of a product.
Source: Amcor
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