Research by Nestlé revealed a disconnect between consumer awareness about excess packaging and their purchasing behaviour. The result is an Easter egg range with 50 per cent less packaging than competitors.
The research found 90 per cent of Australians notice the amount of food packaging, 54 per cent were looking for less packaging this Easter, but only five per cent considered it was an important factor in their product choice.
Sustainability expert and research fellow at Monash Sustainable Development Institute Jenni Downes said many consumers are attracted to bigger packaging – either consciously or unconsciously – on special occasions like Easter or Christmas.
Nestlé’s research supported this, finding 49 per cent of respondents were drawn to bigger boxes, even if it didn’t mean a bigger Easter egg.
Nestlé director of Sustainability Margaret Stuart said the company wanted to “break the mould” that says a bigger pack means a bigger egg.
“Using less packaging meant carefully considering every detail so we could deliver our Easter eggs in a fully recyclable box,” Stuart said.
“Across Nestlé, we are working to make all or packaging recyclable or reusable and reduce our virgin plastic use by a third by 2025, so getting the details right is critical. We need to be innovative.
“Easter, which sees a significant increase in chocolate gifting purchases, is a key time to shake up the category and start a conversation around packaging.”
In response, Nestlé developed a new Easter pack range without hard plastics for KitKat, Allen’s lollies ranges, and Milkybar.
The packaging has 50 per cent less packaging weight than the average. It eliminates the need for the traditional, rigid plastic used in many Easter egg boxes and all are packed in a 100 per cent recyclable box. Of the total weight – Easter goodies plus packaging, Nestlé packaging is clocking around just 19 per cent of its Easter boxes, compared to around 41 per cent packaging weight for the five top-selling boxed Easter eggs of similar net weight in Australia.
