Food and Beverage Packaging March 2010 : Page 8ConsumerInsights Later” sales, in which the purchase of one item gets the shopper a coupon for a free one of the same item within a given time period. This approach is extra TOP TEN ATTRIBUTES FOR importance rating for attibuteS 1. easy to read 2. easy to reclose 3. easy to open 4. clear Freshness date 5. easy to use 6. easy to pour 7. clear instructions 8. easy to understand 9. clear ingredient laBeling 10. less plastic Source: the consumer network inc. age 21-49 79% 90 95 95 84 83 80 67 44 60 ELDER-FRIENDLY PACKAGES Survey reSpondentS rated importance of attributeS to their idea of conSumer friendlineSS on a 5-point Scale. age 50+ 100% 98 97 96 91 90 86 85 85 74 work for the retailers, but they are promoting the new idea as their way of helping their shoppers reduce waste. It will encourage some shoppers to make addi- tional trips to the store, but it will also put even more attention on freshness dates. American shoppers who would flock to BOGO- Later promotions are those who take freshness dates seriously, use them religiously, and try to buy the freshest package on the shelf, which they assume is the one with the latest date. The dates are especially important to those who are trading down from fresh to packaged foods in hopes of saving money. • “You know there’s a certain amount of waste when you buy fresh, but I am trying hard to make sure I get stuff that won’t go bad when I buy packaged products.” • “I hate myself when I don’t remember to check the freshness date.” Packaged salads are a category in which dates are especially important to consumers who are looking for value. Shoppers who are pulling back from res- taurant spending and eating more at home want to 8 Food&Beverage packaging m a r c h 2010 w w w . f o o d a n d b e v e r a g e pa c k a g i n g . c o m TGW International |
