Plastic waste avoidance
- "Who cares? Who does?"

As consumers change their shopping behavior, what actions should brands take?
With plastic waste being the number 1 environmental concern amongst Europeans, how should manufacturers and retailers respond to changing consumer behavior and values?

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Concerns about plastic waste are influencing the behavior of vast amounts of shoppers. Brands that fail to position themselves on this crucial concern will find it increasingly difficult to maintain market share. 

GfK surveyed more than 40,000 shoppers in 12 countries and 70% of all shoppers across these markets mentioned plastic waste as one of their top five environmental challenges. No other concern is mentioned this often.

Our new report on plastic waste avoidance - "Who cares, who does" shows that shoppers particularly expect manufacturers and retailers to take responsibility for the reduction of plastic waste. We show you different "plastic avoidance shopper" types and identify their main concerns and how they have changed their shopping behavior. Most importantly, we show you what it means for your own shoppers!

It covers key issues such as awareness, current plastic waste prevention activities and intended & real behavior. We look at how this impacts shoppers, retailers & manufacturers.

 

The study provides answers to the most pressing questions including:

 

The study provides answers to the most pressing questions

Who should be responsible to limit plastic waste - manufacturers, retailers, government, or shoppers?
The study provides answers to the most pressing questions

How do those views change by market? 
The study provides answers to the most pressing questions

What should manufacturers and retailers be doing now and in the future? 
The study provides answers to the most pressing questions

What are the shoppers doing and what impact will that have on you?
The study provides answers to the most pressing questions

How far do shoppers want manufacturers, retailers and government to go – to limit its use, or to avoid plastic altogether? 
The study provides answers to the most pressing questions

What should manufacturers and retailers be doing now and in the future? 
The study provides answers to the most pressing questions

Which plastic-reducing strategies do the shopper use now and which do they intend to employ to lower their plastic waste?
The study provides answers to the most pressing questions

At point of sale, do shoppers pay attention to recycling information on product packaging? 
The study provides answers to the most pressing questions

Are shoppers willing to pay more for recyclable/reusable/biodegradable products? 

 

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Matching attitudes with behavior  

Uniquely, our research links consumers’ stated attitudes, desires and claimed behavior towards plastic waste with actual shopper purchase behavior from our single-source Consumer Panel. So, for the first time on this hot topic, you can connect the dots to compare claimed actions and attitudes with the all-important real ones. Discover important questions such as what packaging types are popular and whether your brand is being bought by eco-actives… or avoided.

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There are two types of report available:

 

Test multi-country report

Multi-country report providing an overview on the global impact of plastic waste and concerns of shoppers across 12 countries in Western and Central Eastern Europe.
Test country report

Country report on the perception of plastic in each of the 12 markets covered providing local results, including segments and category performance.

 

 

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Report methodology

 

The impact of the plastic issue on the shopper
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Together with Europanel we can offer the report in 25 countries

Report
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Please contact us for more information about the report for your country:

 

GfK Lenneke Schils-1

Lenneke Schils 
Consultant Advanced Solutions 
GfK Consumer Panel & Services
ShopperMarketing@gfk.com 

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If you want to discuss in further details
please contact us directly.

 

Discover our webinar and presentation!

Our webinar on plastic waste avoidance "Who cares? Who does?" held in August 2019 has proved to be one of our most popular presentations ever, underlining the importance of this issue to manufacturers and retailers.

To find out how shoppers are willing to change their buying behavior and what brands should do on the plastic waste issue, watch the webinar and download the presentation.

Watch our webinar recording