MWV, PSU Conduct Consumer Insights Study of Takeout Packaging

 

MeadWestvaco Corp. (MWV), Richmond, Va., USA, this week released research findings from a study conducted jointly with Pennsylvania State University via a webinar hosted by QSR Magazine. The study reveals key insights into consumer preference and behavior regarding takeout packaging. 

The findings suggest that brands can increase consumer satisfaction by offering their customers better protection against oil and grease. Research shows that 67% of consumers report they have had their clothes and/or cars stained by greasy takeout containers—and 32% of those affected say they would not return to the establishment where they received greasy containers. This presents an opportunity for brands to take their takeout packaging to the next level and drive deeper consumer loyalty, MWV notes. 

 

 

"Food service packaging is falling behind in meeting consumers’ expectations," said Bill Kuecker, global strategic marketing director, Materials, MWV. "Our global consumer satisfaction survey Packaging Matters finds that fewer than 1 in 15 consumers—only 7%—are completely satisfied with to-go packaging today. MWV developed EnShield™ kit 5, an innovative paperboard solution that is significantly more resistant to oil and grease, to tackle just that. We offer brand owners an opportunity to improve consumer satisfaction with their food service packaging, leading to a better consumer experience and, ultimately, increased loyalty." 

MWV teamed up with nationally renowned research university Pennsylvania State University to conduct the study. Researchers surveyed more than 250 consumers in the university’s world class sensory analysis facility. The respondents represented a broad range of ages and qualified for the study based on their purchase behavior, including buying takeout or to-go food at least once a month and at least occasionally eating food in their car while on the go.