Role and function of food packaging: what consumers prefer

Today, food habits have more and more tended to prefer food according to itssafety-related aspects, such as, hygienic-health conditions, the use of environmental-friendly production techniques, organic raw materials, true controls throughoutthe production cycle, and its ethic-related ones, that is, sustainability and protectionof the environment. The packaging, then, is to be considered among the specificelements that catch consumer’s needs and desires, affects the buying and consumptionbehavior, a sort of “means of dialog” within the market. Several are thematerials used for food packaging. Some are better for processed food since theykeep unaltered the taste, protect it from contamination, make the content clearlyvisible and have details that foster consumption. We are talking of glass packages,which have become more and more popular, especially within the large-scale retailtrade. Glass packages, in fact, meet EC and national regulations concerning recyclableand eco-friendly products, on one side, and the need of increasing the addedvalue of food, on the other. This survey has aimed at highlighting the importanceof glass packaging within the distribution of processed food. Recent surveys, infact, have pointed out a wide range of determinants of the demand for glass packages.They include more social and psychological aspects than economical ones,even if they are very much correlated to each other. However, by means of a surveyamong retailers, we tried to catch the reasons why consumers prefer glass containersrather than others made with different materials still widely used to packagecommon food. The results showed that consumers prefer glass packaging becausethey consider glass healthier, better preserving food and its sensory and nutritionalcharacteristics. It is also appreciated to better present the product, making it moreattractive and elegant, especially that manufactured with a strong local know-howand the organic ones.