Marketing, sales and consumer behaviour – February 2022

28 February 2022

Packaging - Market information and trends
Fortaleza Capital has published a report (13.78 MB) entitled “Market Trends & Implications of Sustainable Packaging.” In addition to market information, the report contains several case studies of recently introduced vegetable and fruit packaging. As part of the Goed Verpakt (Well Packaged) project (in Dutch), students at the HAS University of Applied Sciences studied unprocessed fruit and vegetable products (in Dutch) and ready-made meals (in Dutch).
Plastics Recyclers Europe (PRE) has published a report (2.16 MB) on the production, collection and recycling of PET in the EU. FINAT’s half-yearly Radar report looks at key trends affecting the European label industry. You can read more in a recent article.
L.E.K. Consulting conducted a survey to find out about the brand owner perspectives on packaging. The survey focussed on sustainability, e-commerce and the product portfolio. More information can also be found here.
Appetite Creative has surveyed FMCG/CPG and media brands executives in the UK and Spain about connected packaging. You can download the report after filling in your details. In an article (1.24 MB) published in Hindawi, Xi’an Technological University researchers study the application of Virtual Reality in packaging design.

Consumer trends
Wunderman Thompson has published “The Future 100: Trends and Change to Watch in 2022”. The report offers trend predictions across 10 sectors and highlights emerging consumer behaviours. You can download the report after filling in your details.
PIM (in Dutch) has published its 17th Trend Report. The theme is the inclusive society and the role that brands can play. You can download the report after filling in your details (in Dutch).

Encouraging consumers to buy sustainable products
UvA research has found that both implicit (packaging material) and explicit (eco-labelling) packaging cues influence the perceived environmentally friendliness of the packaged product. An article (1.94 MB) about the research is published in the Journal of Food Products Marketing.
Sustainability labels can have a positive impact on consumer acceptance and can raise awareness, but they are not actually driving more sustainable consumer behaviour yet. A literature review (1.86 MB) by WUR shows that improvement is needed. On the other hand, in the Cargill FATitudes™ survey (infographic, 884 kB) more than half of global consumers say they’re more likely to purchase products with a sustainability claim.
On 10 February 2022, Tao Heslenfeld held a speech entitled “Tool design on sustainable consumer behaviour for food packaging companies” as part of her master assignment at the University of Twente. Chairman of the assessment committee was prof. Roland ten Klooster who holds the NVC Chair Packaging Design and Management.

Consumers and packaging waste
MLU research (1.76 MB) published in Resources, Conservation & Recycling shows that consumers are willing to pay for packaging that they perceive to be sustainable.
A UK survey on plastics recycling behaviour by RECOUP finds that simplicity is the key to citizen engagement both in pack design and recycling messaging. You can download a summary after filling in your details.

Prices for plastics
Dutch trade magazine Vraag en Aanbod publishes a weekly overview of the prices for plastics (in Dutch). The prices given are estimated averages between the gross prices published in the trade journals and the net prices.

NVC members receive this information with all the relevant links in the monthly NVC Members-only Update. If you have any questions, please contact us:, +31-(0)182-512411