We recently worked with market research specialists Ales Market Research to gather information around consumer behavior and preferences across Italy and the UK. In the resultant report, 61% of the interviewed consumers indicated that the presence of a resealable closure is an important or very important factor in their purchasing decision for food items.
But while it is helpful to recognize that consumers prefer resealable food packaging, it is far more valuable to understand why this is the case. According to Nicola Bucchioni, Atlantic team leader at UBE Europe’s engineering plastics business unit, the primary reason is changes in consumer lifestyle and shopping patterns. These changes are, in turn, influenced by increased sensitivity to food waste, desire for convenience, and higher expectations of brand interactions.
Let us explore these underlying reasons to gain a better view of why consumers prefer brands that provide resealable packaging options.
According to the United Nations Environment Programme, nearly half of all fruit and vegetables produced globally end up going to waste. In a world where nearly 10% of all people on earth experience food insecurity, that much waste is hard to ignore. It also means that the environmental impact of the agricultural industry is disproportionally high compared to the amount of produce that’s actually used.
Resealable food packaging is a clear, simple, and effective way to reduce waste. When food can be resealed properly, such as with the tesa® Lift & Reseal adhesive solution, households can use a single container of food for a longer period of time without spoilage. At scale, this means less food waste, less plastic waste, and better value for money.
People tend to favor convenience in practically all aspects of life. It’s a principle that the fast food industry was founded upon, and why convenience-first companies like Uber and Venmo are so successful. Food packaging is no different.
Resealable food packaging offers convenience in a number of ways. For example, it eliminates the need for surplus food to be stored in a separate container. This empowers consumers to use the exact amount they need, while saving the rest for future use. As such, food preparation is more convenient, with the added bonus of having more fresh ingredients at any given time.
From a lifestyle perspective, resealable packaging can adapt to busy lifestyles and people on the go. If a professional only has a limited amount of time to eat, they can conveniently save the rest for later without risking spills, spoilage, or contamination.
Everything mentioned in the articles thus far contributes to a positive product experience, which in turn leads to a positive brand association. But outside of convenience and a visible commitment to reducing food waste, reusable packaging can have additional benefits for brand equity.
For example, reusable food packaging can serve as a key differentiating factor in a crowded competitive landscape. In doing so, it can also raise the bar for packaging options and force competitors to play catch up to regain consumer trust and attention. For this to work effectively, however, brands must ensure their packaging is high quality, reliable, and user friendly.
Reusable food packaging also maximizes brand visibility and exposure. This is because the longer that food stays fresh in a customer’s fridge or cupboard, the more that customer will see any branding that’s printed on the packaging. This is a significant departure from the fleeting brand experience of single-use packaging, which almost immediately ends up in the trash.
No matter your food packaging adhesive needs, tesa has the experience and expertise to deliver your perfect solution. We have a range of single-sided and double-sided adhesives that can turn almost any food packaging into a long-lasting reusable experience.