Dairy Shoppers Want Packaging That Provides Freshness, Sustainability

Evergreen Packaging, Memphis, Tenn., USA, and EcoFocus Worldwide, St. Petersburg, Fla., this week presented key insights at the International Dairy Show in Chicago, Ill., regarding sustainability drivers for dairy shopper purchase decisions. Linda Gilbert, CEO of EcoFocus Worldwide, said that "we know that dairy shoppers are rethinking their shopping decisions and making changes and choices that reflect a lifestyle commitment to being environmentally friendly. This is an opportunity for the dairy industry to use packaging choices to differentiate their products at the grocery store."

With more than 86% of Americans saying that consideration of the environment influences their purchases, it is important for dairy brands, manufacturers, and retailers to understand the intersection of sustainability and freshness in relation to packaging, according to evergreen and EcoFocus. This insight can inform brand building and package choices to more effectively connect with this growing trend.

The two companies pointed out that dairy manufacturers should consider these key insights and strategies to build brand affinity with eco-conscious consumers via packaging:

Understand and align with consumers' eco-priorities: Specifically, environmental concerns that surround recycling, helping reduce household waste, and interests in the use of renewable resources
Make it easy for consumers to make eco-friendly choices: Consider on-package labels and directions about recycling and disposal options
Use packaging to tell your environmental story: This can enhance a brand's reputation and reinforce eco-priorities, and communicate messages that shoppers consider important
Speak to both freshness and sustainability: Show how packaging protects contents and can support consumer efforts to lead an eco-friendly lifestyle.

"Clearly, eco-conscious consumers want companies to be committed to environmental responsibility," said Derric Brown, director of sustainability at Evergreen Packaging. "Consumers today want responsible packaging options for dairy products, such as cartons, that can deliver on freshness, while also offering sustainability benefits. One of the benefits is that more than 75% of the carton is made from paper, which comes from a renewable resource -- trees. Another benefit is that cartons are recyclable for millions of households."

Additionally, the barrier technology in cartons helps to enhance freshness and protect dairy product quality by controlling interaction of dairy products with the environment. Cartons help to preserve flavors, minimize ingress of odors, and maximize nutrient retention, specifically Vitamin A and riboflavin (Vitamin B2).

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