According to a Nielsen Global Food Packaging Survey, nearly one in two global consumers would give up all forms of packaging provided for convenience purposes if it would benefit the environment, including: packaging designed for easy stacking/storing at home (49 per cent); packaging that can be used for cooking, or doubling as a re-sealable container (48 per cent); and packaging designed for easy transport (47 per cent).

South Africans were in fact among the top 10 countries globally who would give up all forms of packaging for convenience purposes, with 60 per cent of respondents saying they would give it up in order to benefit the environment.

At the other end of the scale, the Nielsen survey found consumers were least willing to give up packaging designed to keep products clean and untouched by others (27 per cent); packaging designed to keep products in good condition (30 per cent); packaging information in the form of food labeling, cooking and usage instructions (33 per cent); and packaging that preserved products to make them last longer/stay fresher (34 per cent). South Africans were generally more willing to give up all forms of packaging, with at least 32 per cent of respondents being willing to give up each type of packaging that could possibly benefit the environment. Despite all the well known global environmental issues, however, one in ten consumers were not prepared to give up any aspect of packaging for the benefit of the environment.

This study was conducted among 26,486 internet users in 47 markets from Europe, Asia Pacific, the Americas and the Middle East. It must be noted that this survey is a reflection of internet users' attitudes and therefore represents online consumers' behavior and attitudes only.

"Our survey found consumers' responses towards packaging reflected regional and lifestyle factors which are all important considerations for FMCG manufacturers," said Lennart Bengtsson, President Nielsen Eastern Europe, Middle East and Africa (EEMEA).

Generally, Europeans and North Americans were in agreement on the kinds of packaging they would forego to help the environment. Nearly sixty-percent of Europeans and North Americans would give up packaging designed for stacking and storing at home, and 55 percent also said they were willing to give up packs that can be cooked in or kept at home as a re-sealable container.

Among Asians however, forty-two percent said they would be prepared to give up stack-and-store packaging and only thirty-nine percent would be prepared to forgo "easily transportable" packaging. "Asian homes tend to be smaller and have limited storage space, so 'stack and store' options are more practical and preferable," observed Lennart. "Asian lifestyles also determine that Asians were least likely to give up convenience packaging that can be cooked in or kept at home as a re-sealable container, and easy to transport packaging."

Interestingly, environmentally-aware New Zealanders topped global rankings as the nation most prepared to give up all these packaging aspects for the sake of the environment. This may in large part be due to high levels of "eco-consciousness," including in-store reminders and recyclable bag merchandising by supermarkets, and weekly recyclable rubbish collection instituted by local authorities in most cities.

"Asian consumers place a high priority on fresh food. Ninety per cent of urban Asian shoppers go to Wet Markets to buy their main fresh food and shop as often as ten times a month at traditional grocery stores. In Europe, Finnish shoppers visit the supermarket/hypermarket/discounters on average only six times a month, while French, Portuguese, Belgian and Swedish consumers make eight shopping trips per month, according to Nielsen ShopperTrends. "In contrast, Asians' frequent shopping trips for Fresh Food means they don't tend to buy food with packaging designed to prolong shelf life or preserve food," noted Lennart.

In Latin America, the world's region most concerned about climate change (according to Nielsen's global Environmental Concern barometer) consumers were most willing to give up all other types of packaging if it would benefit the environment. These included packaging which preserved products for a longer shelf life, packaging with included labeling and cooking information as well as packaging which kept products in good condition and packaging for hygiene which kept products clean and untouched.