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Shoppers say sustainability initiatives influence what brands they buy, but most don’t notice these claims on product packaging, according to a new study from QuadPackaging and Package Insight. For the study, researchers had people “shop” at Clemson University’s retail lab using a mobile eye-tracking system that showed what on-pack information drew shopper attention.
While 53% of study participants said a simple rating system on products affects their buying decisions, and more than 40% noted that sustainability influences their purchases, 92% didn’t notice sustainability logos on food packaging.
“These results are not surprising if you take into account the barrage of logos, seals and stamps found on consumer package goods claiming some form of sustainability,” Paul Nowak, senior director of sales strategy and business development at QuadPackaging, said in a release. “Consumers have become numb to all the messaging on packaging which hinders the penetration of sustainability claims.”