market research

Research Consumer‘s Acceptance

The world-wide biggest model project for compostable packaging enjoys high acceptance by the consumers: 61 percent already knew the high-tech materials, 80 percent of the people living in Kassel, who have bought the new products (every 5th person) found the quality to be good or even excellent, 87 percent would buy the products again. This is based on a survey of 600 interviews as an interim result of the project in september 2001.

Furthermore, the survey results show that a third of the consumers would be ready to pay extra money. A shopping bag, which costs 10 cents today, may cost 15 cents, if it is compostable. The consumers would pay 5 cents more for a biodegradable yoghurt container than for a non-biodegradable one. Higher price increases would, however, make it more difficult to sell the new material.

 

1. How do you find the idea to replace ordinary plastic packaging through compostable packaging?

 

 

2. Expectations - BDP packaging suits very well for:

64% food from organic farming

44% conventional food

39% hygienic products

28% cosmetics

23% detergences.

 

3. Awareness (after 5 months)

61 % are aware of BDP and the Model Project.

42 % are aware of the logo.

20 % have purchased BDP applications.

Those having not purchased a compostable packaging, 90 % would like to buy one in the future.

 

4. Satisfaction

81 % say the quality of BDP is "good" or even "very good".

87 % would purchase a BDP packaging again.

 

5. Price
One third would pay more in any case.

41% would maybe pay more.