07.12.2010

French Food Industry Focused on Reduced Packaging

A recent French consumer survey on attitudes towards sustainability carried out by CREDOC* for the French environment and energy management agency Adema, shows that one out of every two French consumers who sort their rubbish are now sensitive to the quantity of packaging at time of purchase. This represents a 19 percentage point increase since 2003. In spite of the obvious marketing advantages packaging offers, key groups are being obliged to integrate the change in attitude. Danone launched its “nude” programme for their Activia and Taillefine yogurts (sold by four and without sleeves) in April. Sales increased by 5-10% as a result and Danone are now planning new actions for 2011. Auchan’s self discount shelves launched in 2005 with 650 SKU’s now sees 20% of its products sold in bulk. This “greener” attitude has attracted a new clientele estimated at 10-15 per cent of shoppers. Even luxury products are joining in with Kenzo Flower perfume on sale in refillable bottles. An online petition has been launched on Facebook - with the objective of modifying the EU Directive 94/62/EC on packaging and packaging waste which currently excludes criteria to limit same. This is an interesting development as packaging can represent as much as 80% of the total weight of finished products or 65 per cent of its cost. Therefore, reduced packaging will ultimately enable consumers and manufacturers to save money. Irish export companies should take this new development into consideration when targeting the French market.


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