Low prices and convenience drive online shopping, reveals Mondi

EUROPE – Mondi has released its fourth annual consumer trend survey on e-commerce, online shopping and consumer attitudes toward packaging.

The survey, conducted by RetailX, drew responses from 1,000 consumers each in France, Germany, Poland, Sweden and Turkey.

The survey also includes the first data on generational differences in online shopping patterns.

“This research has revealed five macro trends shaping the growing e-commerce packaging market, providing useful insights as we partner with leading retailers to co-create the most sustainable packaging solutions for their needs,” says Mondi Group e-commerce director Nedim Nisic.

The findings show that three-quarters of customers in the five markets shop online at least once a month and spend an average of €12 to €120 (US$124) a month.

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.

Five key trends are outlined from the survey results, the first being consumers’ demand that packaging protects the product – voted as the most key factor by 94% of participants.

Meanwhile, 84% of respondents highlighted environmental friendliness as a priority, and 80% easy disposal of the packaging following the products’ delivery.

Compared to a customer trend survey conducted in 2019, the ease of closing for returns has risen in the ranks of customer priorities from 74% to 88%.

“As customers have seen the growing availability of easy-close packaging, they have also realized how well it fits their needs, both in terms of the convenience of being able to easily reseal without hunting for the packing tape but also the sustainability aspect of reusing packaging,” adds Nisic.

Packaging environmentally friendly (84%) and easy to dispose of (80%) were the next most important factors.

Last year, paper packaging player DS Smith reported that €1.3 billion (US$1.5 billion) worth of damaged goods would be delivered in Europe alone over the Black Friday weekend, based on past consumer experiences.

The second trend is overpackaging, with 86% of participants expressing their annoyance at oversized packaging – a 7% increase compared to 2021 – and 78% growing frustrated with excess internal packaging.

More than two-thirds (67%) stated that they would decide against buying a product if they felt that it was overpackaged.

“Overpackaging is not sustainable or cost-effective. The research now also shows that it can influence buying decisions, with customers choosing not to support retailers that get it wrong,” says Nisic.

The third trend shows that consumers care more than functionality. Awareness of “unboxing” as an experience is rising in many markets, says Mondi.

In Poland, 32% of consumers had heard of “unboxing” in 2019 compared to 66% this year.

In 2021, 46% of those surveyed said that a unique unboxing experience inspired by standout product packaging would convince them to order from the same retailer again. This year that has risen to 78%.

“The concept of unboxing is more than just a customer unwrapping their order,” says Nisic. “It’s about using the opportunity to give customers a brand experience they will remember for all the right reasons.

“Another apparent trend is consumers’ willingness to pay a small premium of around €1 to ensure that the packaging they purchase suits their needs.”

The fourth trend shows consumers are increasingly willing to pay around €1 extra for packaging that best suits their needs.

Willingness to pay for best-fit packaging rose from 48% in Poland in 2021 to 81% this year and from 56% in Germany in 2021 to 70% in 2022.

Overall, in the five markets, 72% of consumers are willing to pay for packaging, with Generation Z (80%) and Millennials (74%) being the most likely to agree.

Innova Market Insights packaging survey this year also found that 20% of consumers are willing to pay more for aesthetically pleasing packaging designs.

Lastly, Mondi’s survey finds that Millennials are the consumers 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%).

They are also spending heavily across sectors, says the company. Millennials’ views are also some of the strongest, with respondents saying they are most likely to rate the various packaging characteristics as being “crucial” to them compared to other generations.

Moreover, millennials are also the generation with the greatest willingness to pay extra for packaging that suits their needs.

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