Nestlé’s unique sustainable packaging initiatives likely to be attractive to 31% of French consumers but may be more difficult to recycle, says GlobalData

Following Nestlé’s announcement that it will be launching two new sustainable packaging developments to its Vittel range, with testing commencing in France in July;

Holly Inglis, Beverages Analyst at GlobalData, a leading data and analytics company, offers her view:

Packaged water is one of the most consumed non-alcoholic drinks categories in France, and is buoyed by sales from tourists, as well as local consumers. In recent years, the category has come under increasing scrutiny for its packaging types, with many producers switching to more eco-friendly substitutes such as recycled PET and glass. According to GlobalData’s Q1-21 consumer survey, 31% of consumers in France stated that environmentally friendly packaging material is essential to their purchasing decisions, highlighting that Nestlé has potential to excel sales growth for its Vittel brand if prototypes are successful.

“However, while Nestlé’s innovative protective case and hybrid bottle are certainly unique packaging developments, there are some potential risks. For instance, the combination of plastic and a recycled cardboard could make the bottle harder for consumers to recycle overall, as well as heavier in weight, which may hinder sales from on-the-go consumers in the long-term.

“That said, GlobalData’s survey found that 27% of French consumers said that they would like to hear news about brands’ sustainability initiatives after the COVID-19 pandemic – it is likely that just news of Nestle’s initiative will resonate well with consumers as a means of meeting their needs.

“If prototypes are successful, this will mark a significant and highly innovative development to the packaged water market, with potential for other global producers to follow suit.”

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