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Fri, Apr 19, 2024 02:02
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Mondi consumer trend survey reveals generational attitudes towards e-commerce

Mondi, a global leader in sustainable packaging and paper, shares its fourth annual consumer trend survey, which offers a deep dive into online shopping behaviour and consumers' attitudes to packaging. The survey, conducted by RetailX, is the most in-depth study to date, with 1,000 consumers each in France, Germany, Poland, Sweden and Turkey. For the first time it also includes an analysis of generational differences in online shopping patterns.

"We want to be at the forefront of understanding what consumers want when they are shopping online, and what they expect from the packaging protecting their purchases. This research has revealed five macro trends shaping the growing eCommerce packaging market, providing useful insights as we partner with leading retailers to co-create the most sustainable packaging solutions for their needs." Mondi Group eCommerce Director, Nedim Nisic

With three-quarters of customers in the five markets shopping online at least once a month and spending an average of €12 to €120 a month, knowing why they choose to shop online is important, as is understanding the eCommerce features they value the most. Fashion is the strongest product segment, followed by homeware, consumer electronics and beauty products. The survey confirms that across generations and countries, the top drivers for online shopping are lower prices and convenience, specifically saving time and direct delivery to homes.

The five key trends are outlined below.
Trend #1: Protection of goods and environmental considerations continue to be two of the strongest customer requirements

94% of consumers cite protection of goods as their most important factor, especially when it is a product of value. This is followed by ease of closing for returns, which has increased from 74% in 2019 to 88% this year.

Trend #2: Overpackaging is costing more than expected

Oversized packaging annoys 86% of consumers, up from 79% in 2021, and excess internal packaging annoys 78% of customers

Trend #3: The unboxing moment matters

Packaging is not just about functionality; it is about the total experience. This survey found that awareness of 'unboxing' is rising in many markets.

Trend #4: Consumers are increasingly willing to pay a small premium for packaging that meets their needs

Consumers say they are increasingly willing to pay around €1 extra for packaging that best suits their needs.

Trend #5: The behaviour and trends of Millennials are driving the market

These are customers who are shopping online with the greatest frequency and are the most likely to be buying online at least once a day (8%) and more than once a week (37%).

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