Consumers Worldwide Desire Food and Beverages in Glass
July 07 2009 - 6:00PM
Business Wire
Consumers around the world overwhelmingly prefer foods and
beverages in glass to other packaging materials, but new research
commissioned by Owens-Illinois, Inc. (NYSE: OI) suggests consumers
struggle to find their favorite brands packaged in glass on store
shelves.
In a global research study conducted by Siegel+Gale, one of the
world�s premiere strategic branding companies, more than 2,900
consumers in nine countries were polled about their preferences
regarding food and beverage packaging. Designed to gauge how
consumers choose among the various packaging alternatives and weigh
criteria for packaging, the study found the preference for glass
packaging is strong: 93.5 percent for wine to 66 percent for
non-alcoholic beverages.
�For the first time ever, we confirmed what we�ve theorized for
some time�consumers recognize the advantages of glass and prefer it
over other packaging materials,� said Carol Gee, chief
communications officer, O-I. �We were very pleased to discover what
the data shows. If given a choice, consumers will choose a product
in glass first versus a product in another type of packaging.�
Consumers worldwide rate glass as superior to other packaging
materials on five key factors: purity, safety, quality, versatility
and recyclability.
�We found amazing consistencies, country by country, in how
people make their product choices. Shoppers care not only about
what is in the package but about the package itself,� said Rolf
Wulfsberg, Ph.D., global director of research, Siegel+Gale. �It
appears consumers make their packaging choices based on safety,
versatility and ability to preserve the contents of what�s inside.
Ultimately, glass packaging supports each of these
preferences.�
Although the data demonstrates consumers prefer glass, glass
packaging may not always be available on store shelves. Results
from the food category show that 91 percent of consumers indicate
they prefer glass, but glass only holds about 10 percent of the
market share for packaging in the food category.
�This strongly suggests that glass packaging is not as widely
available on store shelves as consumers would like, either because
their preferred brand does not use glass or their favorite store
does not carry it in glass,� Gee said. �We hope food and beverage
producers pay attention to this new data and bring more glass
packaging options back to consumers.�
Additional data reflected preferences in individual food and
beverage categories. The data shows 84 percent of respondents
prefer glass as a container for beer, particularly in European
countries. The demand for preserved foods packaged in glass is also
strong. Approximately 91 percent of consumers surveyed prefer food
packaged in glass, especially in Latin America (95 percent).
Finally, glass is preferred by wine drinkers over any other
packaging, by as much as 98 percent.
Siegel+Gale utilized advanced technology and statistical
modeling, through its proprietary EyeOpener Brand Decision
Analyzer, to conduct the research and analysis. EyeOpener clarifies
buyer behavior by identifying how people make decisions, not just
on how they perceive, or think about, a brand (packaging
material).
Media Interviews Available
Additional research data and interview opportunities are
available to media representatives. Please contact Jennifer Foster,
jfoster@nicholsonkovac.com, for more information.
About O-I
Millions of times a day, O-I glass containers deliver many of
the world's best-known consumer products to people all around the
world. With the leading position in Europe, North America, Asia
Pacific and Latin America, O-I manufactures consumer-preferred, 100
percent recyclable glass containers that enable superior taste,
purity, visual appeal and value benefits for our customers�
products. Established in 1903, the company employs more than 23,000
people with 80 manufacturing facilities in 22 countries. In 2008,
net sales were $7.9 billion. For more information, visit
http://www.o-i.com.
About Siegel+Gale
Siegel+Gale (http://www.siegelgale.com) is one of the
world's premier strategic branding companies. Since it was founded
by Alan Siegel in 1969, the firm has applied the art and science of
simplicity to create branding programs that have helped many of the
world's best-known organizations excel. Driven by its philosophy of
"Simple is Smart," Siegel+Gale has led the way in bringing
innovation to the corporate branding field, including transforming
complex, incomprehensible customer communications into plain
English; helping clients create distinctive brand voices across all
their communications; transporting brands onto the Internet; and
aligning the brand experience for customers with the brand promise.
Siegel+Gale has full-service offices in New York, Los Angeles,
London, and Dubai and strategic partnerships around the world.
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