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Insight of the Day: Research highlights impact of packaging on coffee consumers

The article highlights the significant impact of packaging on consumer choices in the European coffee market. Here's a summary of the key findings:

  • Packaging drives sales: 70% of European coffee consumers have chosen coffee solely based on its packaging, emphasizing the crucial role packaging plays in purchase decisions.

  • Brand trust and convenience matter: Consumers prioritize taste, aroma, brand trust, and price when selecting coffee. Additionally, convenience features like easy opening and resealing are highly valued.

  • Sustainability is key: Consumers are increasingly concerned about sustainability, with 44% stating that sustainable packaging influences their repurchase decisions. Younger consumers (18-34 year olds) are particularly conscious of eco-friendly packaging.

  • Country-specific preferences: UK consumers are notably sensitive to the "premium aspect" of coffee packaging, valuing factors like convenience, robustness, and material quality.

Implications for coffee brands:

The research emphasizes the need for coffee brands to invest in packaging solutions that:

  • Build brand trust: Well-designed packaging can enhance brand perception and foster consumer loyalty.

  • Prioritize convenience: Easy-to-use packaging features can significantly impact consumer satisfaction and repurchase rates.

  • Embrace sustainability: Sustainable packaging options are essential to meet growing consumer demand for eco-friendly products.

  • Cater to specific markets: Understanding country-specific preferences can help brands tailor their packaging strategies for maximum impact.

Overall, the research underscores the importance of packaging as a strategic tool for coffee brands to differentiate themselves, attract consumers, and drive sales in the competitive European market.

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