Mondi confirms the trends of online shopping in Central Europe

Demand for sustainable eCommerce packaging is increasing

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Mondi confirms the growing trends of online shopping and consumers preference for sustainable eCommerce packaging in Central Europe
Mondi confirms the growing trends of online shopping and consumers preference for sustainable eCommerce packaging in Central Europe

The latest market research on eCommerce shopping and packaging trends in Germany and Poland, commissioned by Mondi, a global leader in packaging and paper, shows that consumers of all ages continue to buy online and favor eCommerce packaging that is ‘green.’

Online interviews with 3,085 consumers in Germany and Poland conducted on behalf of Mondi during the fourth quarter of 2021* showed that an impressive 90% of the surveyed population shopped online in 2021. The data was gathered during the annual peak season for online shopping, between Black Friday and New Year’s, a period in which holiday presents were often bought online due to the pandemic. In addition to regular online shoppers of all age groups, a rise in the senior generation of shoppers who have entered the digital malls is visible, and they seem to enjoy the online experience.

Mondi Silver surfers are here to stay

Mondi Silversurfer Supremebox
Mondi Silversurfer Supremebox

‘Silver surfers’ are and will continue to be important contributors to eCommerce growth. In 2021 the growing demographic of consumers aged 55+ in Germany and Poland have been buying even more online than they did in 2020. Safety and health reasons during the pandemic motivated 41% of this group to shop online in 2021, but Silver Surfers also say they shop online for convenience (39%), the chance to buy things not available locally (45%), and to get a better overview of brands and offers (52%).

Sustainability expectations driving purchasing behavior

As shopping online becomes routine, more people of all ages in Germany and Poland prefer practical and sustainable packaging. A strong majority of respondents want the packaging to be reusable for returns (79%), easily foldable (69%), and recyclable (82%).

According to the research, environmentally responsible packaging can be a driver of sales. Almost half of the surveyed consumers (48%) would be willing to pay up to three Euros extra to receive their online purchases in environmentally friendly packaging.

“As a supplier of multi-material sustainable eCommerce packaging solutions, we’re delighted that online shoppers are showing a strong preference for packaging that is fit-for-purpose and considers the impact on our planet. We support companies and brands by partnering with them to produce packaging solutions, such as boxes, mailers, or paper bags, that are sustainable by design, made from paper, and with the minimum amount of packaging that still ensures products arrive safely at the doors of online shoppers. What’s increasingly important to consumers is how they can reuse or recycle that packaging afterward,” Daniela Dorner, eCommerce director at the company.

Unboxing becoming brand loyalty influencer

‘Unboxing’ is the latest example of packaging’s importance to brand loyalty and sales. Awareness of this trend has been increasing over the past three years. Today, close to half (44%) of surveyed online consumers have experienced the joy of unboxing, which is particularly valued by people in Poland (50%). More than half (58%) of consumers in Poland say that a nice unboxing experience would convince them to order again from the same online store.

Mondi Silversurfer Carrierbox
Mondi Silversurfer Carrierbox

“Packaging influences online consumer behavior, and ‘unboxing’ is the ultimate packaging experience. Fueled by social media, unboxing is so far mostly a topic of conversation among younger people, but it will be interesting to see how this trend develops given how popular online shopping has become across all generations,” Armand Schoonbrood, chief operating officer at Mondi Corrugated Solutions.

* The data used is based on an online survey conducted by YouGov Deutschland GmbH in which 3,085 persons participated between 8 and 15 December 2021 in Germany (n = 2,082) and Poland (n = 1,003). The results have been weighted and represent the respective population (18+).

 

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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