Packaging play a key role in the purchasing decision, as it interacts directly with consumers. However, packaging does not mean only the appearance of the product on the shelf, but also the role it plays throughout the product life. In this context, and given that the buyers appear more sensitive than ever to protect the environment, they tend to prefer efficient and functional packaging that enable them to fully consume their content and reduce waste. This trend is particularly evident in consumer products with sticky, viscous substances such as mayonnaise, toothpaste, shampoos, detergents, etc. The packaging of those products is considered inadequate by users, as it does not allow them to consume the entire quantity and they are forced to resort to dangerous techniques.
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According to the relevant consumer research findings:
– A plastic tube of toothpaste leaves 1-13% of the product untapped
– 17 to 25% of the content of the packaging body lotion remains on the package and is not consumed
– Packaging the liquid detergent not allow the user to consume 7-15% of their content
– 3-15% of the content of the seasoning containers remain after use in the packaging
These rates are not negligible for buyers as according to another research where the behavior and the habits of 1000 consumers were examined regarding the use and disposal of packaging, the vast majority of those (89%) considers that the amount of waste generated is extremely high. The packaging which is particularly inconvenient and causes frustration to buyers are mainly those used for dentifrices, the body lotions and shampoos. Furthermore, 85% believe that the price payable for the purchase of these types of products do not correspond to the value offered, while 60% think that their market is wasteful. In fact 57% of them are convinced that the manufacturers of these products are not honest and trustworthy.
The generation of waste due to inefficient packaging primarily raises the issue of money wasted which is the greatest concern of consumers (60%). More specifically, the majority of them (60%) believes that they lose annually about $ 1 – $ 49 (0,90 € – 44 €), while for 33% of the respondents the  is estimated loss calculated at more than $ 50 ( € 45) a year. But beyond monetary concerns inadequate packaging raise a question of principle, as 20% of consumers believe that the quality does not correspond to their cost, while 16% consider them to raise environmental issues.
In addition a significant proportion of buyers (40%) are willing to consume the last drop of the goods they use. In fact 60% of them spend several minutes pressing the packaging, while 69% say they avoid to open a new packaging, before they consume the whole quantity. Still, most consumers (97%) appear willing to resort to dangerous tricks in order to use the whole content of the product. Many consumers are still not afraid to break, to heat, to click on them or even the bite so as to have access to the last drops containing. However, the adoption of these techniques has its price, as 60% of the users acknowledge that they have created a mess around them due to the sudden injection of the product. And last but not least, 13% of those have hurt themselves trying to consume the entire content.
In conclusion, the packages that incommodate users to have access to the entire product, contribute to increased waste and simultaneously increase the distrust and frustration of bidders. As a result, most consumers are willing either to test new packaging (93% of them say they would choose new packaging for toothpaste, 89% of them would buy new shampoo packaging, and 88% new body lotion packaging) or to switch to other brands (71% would resort to another brand of toothpaste, 74% would buy another brand of body lotion and 69% would change the shampoo brand they use) because those applications are more efficient. Packaging is also an important source of diversification and if combined with the successful evacuation of the entire content, it can attract the demanding and environmentally conscious consumers who are looking for ease of use and wish to protect the environment.
References : www.prnewswire.com, www.sustainablebrands.com, www.environmentalleader.com, www.consumerreports.org, Heather Caliendo (2014), Leslie Rose (2015), Jenny Eagle (2014), www.dkconsultants.gr