Bio-based food packaging
Most of the food we buy is wrapped, bagged or boxed. This is true of convenience foods like ready meals, and pre-made sandwiches and salads, but also household staples such as milk, bread and fresh fruit and vegetables.
While some packaging are made mostly out of paper and cardboard, many food containers also utilise composites and plastics derived from petrochemicals. But these can be replaced by novel, bio-based alternatives made from renewable natural resources, like potato starch, sugar beet and corn.
While some packaging are made mostly out of paper and cardboard, many food containers also utilise composites and plastics derived from petrochemicals. But these can be replaced by novel, bio-based alternatives made from renewable natural resources, like potato starch, sugar beet and corn.
The BioCannDo case study
This slideshow presents the outcomes of the BioCannDo case study on bio-based food packaging. To assess public awareness and attitudes towards bio-based food packaging materials in the EU, the BioCannDo project conducted consumer focus groups and a workshop with professional stakeholders.
The full report is available at this link.
In the workshop, in Italy, 14 people with a professional interest in bio-based products and packaging shared their opinions on the sector and discussed issues consumers and retailers face in relation to food packaging. The majority of the stakeholders represented small businesses, with others working in bio-based education or research.
Three focus groups, with a total of 24 participants, were also conducted in Italy. Consumers discussed bio-based food packaging, and their personal views and expectations of these materials.
The full report is available at this link.
In the workshop, in Italy, 14 people with a professional interest in bio-based products and packaging shared their opinions on the sector and discussed issues consumers and retailers face in relation to food packaging. The majority of the stakeholders represented small businesses, with others working in bio-based education or research.
Three focus groups, with a total of 24 participants, were also conducted in Italy. Consumers discussed bio-based food packaging, and their personal views and expectations of these materials.
Consumer choices around food packaging
The focus groups participants were asked to explain their packaging preferences for three sorts of foods, representing different product types: milk (liquids), tomatoes (fresh produce) and coffee (dry goods).
Price was a decisive factor, if different packaging options were available for the same food.
Habit, brand preference and tradition were also important – people buy what they or their family always have.
Many consumers felt that certain food containers indicated a better quality or healthier product, or influenced the taste of the food. But they had different ideas about the best materials.
And some people simply buy what is available.
Price was a decisive factor, if different packaging options were available for the same food.
Habit, brand preference and tradition were also important – people buy what they or their family always have.
Many consumers felt that certain food containers indicated a better quality or healthier product, or influenced the taste of the food. But they had different ideas about the best materials.
And some people simply buy what is available.
Consumer expectations of bio-based packaging
Before the focus groups, most participants were not familiar with bio-based products or the bioeconomy.
Once introduced to the concept of bio-based food packaging, consumers expected it to be more expensive than other materials, but thought it was a good idea and said that they would look to buy it in the future.
Bio-based materials were considered less polluting, more sustainable to produce, and more likely to be recyclable and biodegradable than other packaging.
People also believed that bio-based packaging could improve the taste of food and thought that it might be better – healthier – for them.
Once introduced to the concept of bio-based food packaging, consumers expected it to be more expensive than other materials, but thought it was a good idea and said that they would look to buy it in the future.
Bio-based materials were considered less polluting, more sustainable to produce, and more likely to be recyclable and biodegradable than other packaging.
People also believed that bio-based packaging could improve the taste of food and thought that it might be better – healthier – for them.
"Tomatoes in a plastic box because they taste better."
"Tomatoes in a paper bag because I think they are healthier."
"I prefer coffee in a metal can because of the packaging and the taste."
"Milk in PET cartons is all that's available in my village."
"My favourite coffee brand only uses foil packaging."
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"Tomatoes in a plastic box because they taste better."
"Tomatoes in a paper bag because I think they are healthier."
"I prefer coffee in a metal can because of the packaging and the taste."
"Milk in PET cartons is all that's available in my village."
"My favourite coffee brand only uses foil packaging."
The business view
When discussing bio-based packaging, the stakeholders split into two groups: producers focused on technical issues, while brands and retailers had more personal and image-related concerns.
Manufacturers are concerned about regulation, the availability of raw materials and waste streams at the end of a product’s life. Ultimately, they want to know that they can easily produce and market their products.
Corporate environmental and social responsibility is more important to brands and retailers. They are often making a conscious choice to stock bio-based products and need assurances that they are more environmentally friendly.
They also like labels that effectively communicate the advantages of bio-based products and gave them a 'green' image.
Manufacturers are concerned about regulation, the availability of raw materials and waste streams at the end of a product’s life. Ultimately, they want to know that they can easily produce and market their products.
Corporate environmental and social responsibility is more important to brands and retailers. They are often making a conscious choice to stock bio-based products and need assurances that they are more environmentally friendly.
They also like labels that effectively communicate the advantages of bio-based products and gave them a 'green' image.
"Customer is price-sensitive and is not willing to pay 5 cents more just for the packaging"
"To be just bio-based is not enough – you have to guarantee good performance"
"Lack of trust, so many products are labelled as bio-based even though they are not"
"What is better? Bio-based or recyclable?"
"Different labels are very confusing for the consumers"
"Some people think that the quality is not as good as traditional materials"
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"Customer is price-sensitive and is not willing to pay 5 cents more just for the packaging"
"To be just bio-based is not enough – you have to guarantee good performance"
"Lack of trust, so many products are labelled as bio-based even though they are not"
"What is better? Bio-based or recyclable?"
"Different labels are very confusing for the consumers"
"Some people think that the quality is not as good as traditional materials"
Business opportunities
Food packaging producers, brands and retailers all see opportunity in bio-based materials. This is mainly linked to their perceived environmental credentials.
As well as wishing to improve the sustainability of their products, the stakeholders believe there is an exploding market, driven by consumer demand, for environmentally friendly products.
They consider moving away from fossil resources to renewable raw materials to be a positive step.
While they are concerned about complying with regulation, they also think that bio-based materials have the potential to help them comply with newer and future environmentally-conscious regulations, such as requirements to use compostable packaging for food.
As well as wishing to improve the sustainability of their products, the stakeholders believe there is an exploding market, driven by consumer demand, for environmentally friendly products.
They consider moving away from fossil resources to renewable raw materials to be a positive step.
While they are concerned about complying with regulation, they also think that bio-based materials have the potential to help them comply with newer and future environmentally-conscious regulations, such as requirements to use compostable packaging for food.
"New emerging niche market – consumers are more oriented towards sustainable products"
"Big potential market – people are ready if you use the right argument"
"To be part of a greener world"
"Bio-based waste streams are a good source of raw materials, they don’t compete with food feedstock"
"Good image of sustainability – people might not want to buy bio-based plastics because they are supposedly less resistant"
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"New emerging niche market – consumers are more oriented towards sustainable products"
"Big potential market – people are ready if you use the right argument"
"To be part of a greener world"
"Bio-based waste streams are a good source of raw materials, they don’t compete with food feedstock"
"Good image of sustainability – people might not want to buy bio-based plastics because they are supposedly less resistant"
Key messages on bio-based food packaging
Stakeholders were shown and discussed 22 key messages. They felt that consumers need to be most aware of the following:
- "All bio-based food packaging materials must comply with EU health and safety regulations for food-contact materials".
- "If a packaging material cannot be reused, recycling is the preferred end-of-life option".
- "Bio-based does not mean that packaging is automatically biodegradable or compostable. Bio-based only means that a product is made from renewable resources. It can also be biodegradable, but it doesn’t necessarily have to be".
- "Especially the use of agricultural by-products as feedstock can have a positive environmental impact, because they don’t need to be specifically produced".
- "All bio-based food packaging materials must comply with EU health and safety regulations for food-contact materials".
- "If a packaging material cannot be reused, recycling is the preferred end-of-life option".
- "Bio-based does not mean that packaging is automatically biodegradable or compostable. Bio-based only means that a product is made from renewable resources. It can also be biodegradable, but it doesn’t necessarily have to be".
- "Especially the use of agricultural by-products as feedstock can have a positive environmental impact, because they don’t need to be specifically produced".
Conclusions: points of agreements
There is a lot of agreement between the stakeholders and the consumers.
They both believe bio-based food packaging is more sustainable and environmentally friendly, but they are also aware that it is currently more expensive.
Across both groups, however, there is a desire to use more bio-based materials.
The stakeholders were concerned about consumers' awareness of bio-based alternatives to traditional packaging; in fact the consumers admitted that they are not well informed.
They both believe bio-based food packaging is more sustainable and environmentally friendly, but they are also aware that it is currently more expensive.
Across both groups, however, there is a desire to use more bio-based materials.
The stakeholders were concerned about consumers' awareness of bio-based alternatives to traditional packaging; in fact the consumers admitted that they are not well informed.
Conclusions: differing opinions and misinformation
Packaging producers, retailers and brand owners were concerned about consumer confusion.
The key messages they selected suggest they worry that the general public don't understand what bio-based materials are and are uncertain about end-of-life disposal.
Do people understand terms like bio-based, compostable, bio-degradable and recyclable? Will they dispose of bio-based packaging correctly?
Stakeholders also worry that shoppers have unrealistic expectations. For example, some consumers expect bio-based packaging to improve the taste of food.
The key messages they selected suggest they worry that the general public don't understand what bio-based materials are and are uncertain about end-of-life disposal.
Do people understand terms like bio-based, compostable, bio-degradable and recyclable? Will they dispose of bio-based packaging correctly?
Stakeholders also worry that shoppers have unrealistic expectations. For example, some consumers expect bio-based packaging to improve the taste of food.
Communication is key
Most consumers had little knowledge of bio-based food packaging before the focus group. Yet, most expressed a desire to use such products, once they were made aware of them.
This suggests that there is a need to educate people about bio-based food packaging. It is important to explain to consumers what bio-based means, and discuss its benefits and limitations.
Nevertheless, users and experts seem to have different priorities on what information should be conveyed about these products. Not surprisingly, manufacturers tend to focus on technicalities and regulations, while consumers are more interested in value and performance, compared to traditional materials.
This suggests that there is a need to educate people about bio-based food packaging. It is important to explain to consumers what bio-based means, and discuss its benefits and limitations.
Nevertheless, users and experts seem to have different priorities on what information should be conveyed about these products. Not surprisingly, manufacturers tend to focus on technicalities and regulations, while consumers are more interested in value and performance, compared to traditional materials.
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Bio-based food packaging
The BioCannDo case study
Consumer choices around food packaging
Consumer expectations of bio-based packaging
What do you buy and why?
The business view
What are the concerns of producers and retailers?
Business opportunities
What opportunities do producers and retailers see?
Key messages on bio-based food packaging
Conclusions: points of agreements
Conclusions: differing opinions and misinformation
Communication is key