Consumers prefer produce in reusable containers

Do customers respond differently to fresh produce displayed in RPCs versus corrugated containers? To find out, IFCO engaged customers across the U.S. in a web survey, focusing on adults (18+ years of age) who identified themselves as the primary grocery shoppers in their households. Interviewees were shown images portraying comparable produce displays in corrugated boxes and RPCs and then asked a series of questions related to preference for shopping as well as perceptions with respect to quality, freshness and value.

According to the IFCO research, respondents overwhelmingly preferred produce displayed in RPCs as opposed to corrugated boxes. About 60 percent believed that produce displayed in RPCs appears fresher (another 25 percent had no preference), while 76 percent of interviewees believed that RPC displays are more attractive, In a similar pattern, 61 percent believed produce displayed in RPCs appears to be of higher quality (27 percent with no preference) and 51 percent saying they would pay more for produce displayed in RPCs (39 percent with no preference). In aggregate, 68 percent said they would prefer to shop RPC displays, with 18 percent being indifferent between the two choices.

The study determined that income level of respondents did not have an influence on preference for RPCs versus corrugated containers.

IFCO found that interviewees who said they preferred fresh produce displayed in RPCs often mentioned that the display container was the reason for their preference, while those who preferred corrugated containers did not mention them specifically in their responses. RPC displays were often described in variations of clean, organized, neat and fresh.

One point of interest, some interviewees were under the impression that fresh produce has been transferred from corrugated containers to RPCs. IFCO believes this to be an opportunity to combine the positive perception of produce displayed in RPCs as being neatly organized and of high quality, with the explanation that the produce has been shipped directly from the farm in the same container, helping ensure quality by limiting handling of product while providing overall efficiencies.

For more information:
Rick LeBlanc
Tel: +1 778 791-2585
Email: rick@packagingrevolution.net