And wine in pouches pack the least punch with consumers because they believe that glass is more recyclable.
The results were revealed at this years London International Wine Festival (LIWF) where packaging has been a prime focus in response to the ever-increasing trend towards all things green.
Wine market analyst, Wine Intelligence, conducted an online survey and asked regular wine drinkers in the UK, Ireland and the US whether they thought glass bottles were green. More than 65% of respondents in the UK thought that glass was environmentally friendly, cartons came joint second with Tetrapak and ring pull cans at 40% and 41% respectively, bag-in-box came third with 31%, plastic bottles got 28% and pouches came last with 21%.The results were similar for Ireland and US consumers.
Addressing a seminar at the LIWF, Wine Intelligence chief executive Lulie Halstead said: Both in the UK and US with all consumers, glass bottles are not seen as being a problem. Consumers are thinking I have been responsible because I have recycled. It just doesnt appear to be an issue for consumers about packaging when it comes to wine.
Glass is a clear favourite, not only because of the environmentally friendliness but also because of the ceremony with the opening of a bottle.
But the results changed when analysts asked what type of wine packaging consumers would be more likely to purchase. Glass still came on top, but bag-in-box followed with 37%, plastic bottles with 24%, Tetrapak with 21%, pouch with 21% and ring-pull cans came last with 19%.
Halstead explained: What this says to us as researchers is, that even if I think something is sustainable, it doesnt necessarily mean I am going to change my behaviour and purchase it. This is what consumers think today as opposed what they might be doing in the future.
Halstead added that wine manufacturers that wanted to use alternative forms of packaging need to think about how they communicated the benefits to customers.
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