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What are the reasons that lead consumers to choose a specific product rather than another? What kind of reactions do consumers have when faced with similar products that have different packaging? If we know what consumers think, we can understand the needs and reasons that lead them to choose one product over another. This is why Gruppo Fabbri has asked ISPO Ricerche to carry out an international quantitative survey on a large group of people representing purchasers among families in Italy, France, Germany, Spain and the UK. The survey, involving online interviews with 500 people chosen randomly, is aimed at understanding, in particular, whether those who purchase meat from refrigerated counters, which is already available in portions, notice the difference between MAP or stretch packaging, and which they prefer.
The arising figures show that stretch packaging is preferred by 44% of the people interviewed, whereas 33% prefer MAP, 15% believe they are the same, and 8% decide depending on the type of meat in the package. By analysing the differences in these various countries, it is evident that stretch packaging is the preferred choice everywhere, especially in Germany, with Spain as the only exception.
The reasons for this choice arise from the different perception that consumers have of these two types of packaging, given by their intrinsic features rather than by their ability to preserve meat, which is considered to be the same for both.
Stretch packaging is considered more eco-friendly, since a smaller amount of packaging is used. Moreover, stretch packaging makes it easier and quicker for consumers to assess meat quality.
Modified atmosphere packaging is considered more resistant and suitable for transport, therefore it protects the meat much better. It is also perceived as more hygienic, since the film does not touch the wrapped meat.
The most interesting aspect highlighted by this research is that opinions are very similar in all the countries analysed, with a slight preference for stretch packaging in Germany and for MAP in Spain. This demonstrates how consumers react in the same way, for example both in Italy and in the UK, when having to choose between one of these two options. Fortunately, thanks to attentive and demanding consumers, who are consistent and certain of their own evaluations, the company is able to offer products that are increasingly adequate in order to meet customer needs in the best possible way. Today, our goal is to continue on this path.
For more information on this study please contact Mr. Hendrik Jan Bartels – Director Global Sales & Marketing (h.bartels@gruppofabbri.com)
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