US packaged goods companies happy with 100% recycled paperboard

A comprehensive study of packaged goods company attitudes towards 100% recycled paperboard, has revealed insights into today’s packaging marketplace and the industry’s major materials, including 100% recycled paperboard and virgin paperboard.

Priority Metrics Group, an independent, South Carolina-based research firm, interviewed packaging professionals on behalf of the 100% Recycled Paperboard Alliance (RPA-100%).A report was issued in December 2003.

“The study proves that consumer product packaging companies who use 100% recycled paperboard have high regard for the substrate,” comments Lynn Harrelson, executive director of RPA-100%. “They also view it as a key tool in catching the attention of the end-consumer by communicating an environmentally positive image,”

The study documents which packaging materials represent preferred value and use among packaged goods companies, identifies what drives their satisfaction and the performance attributes they view as improving and as important in the selection of a packaging material.

According to Priority Metrics, the study is statistically projectable across all current and likely folding carton users within US packaged goods companies. The study consisted of 220 telephone interviews with packaging, technical and purchasing professionals at 143 US companies in dry and frozen/refrigerated foods, pharmaceutical, toothpaste, pet supply, soap and office supply industries.

Six findings. Analysis of the study reveals six key findings:

1. Over 55% of respondents rate 100% recycled paperboard as having superior value, especially in the categories of dry and frozen/refrigerated foods. Here, value is defined as price combined with product quality, performance and service.
2. One-third of heavy users of 100% recycled paperboard see it as superior to other types of packaging regarding consumer preference and shelf impact. There is similar satisfaction with process attributes such as filling-line performance and distribution efficiencies. Over all, 56% of respondents identify, on average, two areas where 100% recycled paperboard packaging is superior to other types.
3. Current users of any amount of 100% recycled paperboard are 20 to 25% more positive in their evaluation than non-users and find it superior to other packaging on a number of attributes.
4. Among users of any amount of 100% recycled paperboard, it represents nearly 60% of their total packaging. Among likely and current users, recycled paperboard represents 40% of their total packaging.
5. Nearly 55% of packaged goods companies says that an environmentally positive image is important in marketing their products. A majority (70%) recognizes the consumer appeal, value and importance of the recycled paperboard “chasing arrows” symbol in their marketing.
6. The four attributes identified as most critical drivers of respondents’ over-all sense of satisfaction when choosing and using 100% recycled paperboard are value, car-ton runnability, over-all quality and over-all carton performance.

Harrelson says the study shows that people closest to actually using and running 100% recycled paper-board cartons have the most positive perceptions. The frozen food sector is the most positive over all, while dry foods are more likely to see improvements in 100% recycled paperboard and to see the cartons as superior to other packaging alternatives. In terms of its over-all value proposition, producers of both frozen and dry foods rate 100% recycled paperboard higher than virgin paperboard.

Runnability, printability, consistency and strength are identified as critical quality attributes for packaging decision-makers that have improved substantially over the last five years. PI
RPA-100%, www.rpa100.com

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