NEW research has revealed that 70% of European coffee consumers have selected products solely based on packaging.
Amcor conducted a study on consumers’ preferences and the factors shaping their coffee purchasing decisions. The research, conducted among 1,655 grocery shoppers in the UK, Germany, France, Spain, and Italy, explores the key role of packaging in consumer choices.
The findings revealed coffee consumers prioritise taste, aroma, brand, and price when selecting coffee. 70% of respondents consider brand trust to be ‘very important’ in purchasing decisions. Additionally, packaging size and convenience are essential factors.
Country-specific preferences indicate that UK respondents are particularly sensitive to the ‘premium aspect’ of coffee packaging, with 52% rating this criterion as ‘very important’.
Convenience, robustness, and packaging material are key considerations in assessing the premium quality of coffee packaging.
“These insights underscore the positive correlation between packaging and fostering brand trust,” said Giorgio Dini, coffee marketing manager at Amcor. “Well-designed packaging can align with consumer preferences and significantly influence their purchasing decisions.”
Nearly 70% of shoppers said they have, at least sometimes, based their coffee choices solely on packaging. The research found that packaging proves to be particularly important for 18-34 year olds.
Convenience is vital, as 50% of respondents see it as a key feature, and 33% of consumers stated they would not repurchase a pack if it wasn’t easy to use. When it comes to packaging functionality, consumers rate ‘easy to open and reclose’ as second most appealing, after ‘preserves coffee aroma’.
Consumers emphasized the importance of more sustainable packaging, with 44% affirming its positive influence on repurchasing decisions. One in five consumers indicated they would forgo purchasing a coffee brand perceived as unsustainable, and 35% said they would be deterred by overpackaging.
73% of UK respondents rated ‘recyclability’ as the most important claim.
“Amcor’s new research offers valuable insights into consumer priorities and purchasing behaviors for coffee brands,” added Giorgio Dini. “This understanding enables brands to invest in packaging solutions that directly align with consumer preferences for sustainability and functionality.
“To assist brands in implementing these insights, Amcor provides more sustainable coffee packaging options, such as the AmPrima® Plus Recycle-Ready range. Suitable for both roast and ground products, this range offers the barrier, material stiffness, seal strength, graphics performance, and fast run speeds of traditional packaging, while also reducing the packaging’s carbon footprint by up to 73% compared to standard coffee packs.”
