Consumer behaviour

Bioplastics' - a consumers choice

In many sectors of plastics applications, it is the consumer who determines market success. Market research has shown that bioplastics and conventional plastics are quite clearly differentiated. According to this research, consumers want to see more products made from bioplastics on the market*.

However, bioplastics still face significant barriers in penetrating the consumer market. Consumers in general are not very well informed about the differences between conventional plastic products and bioplastic products. Often they mistakenly believe bioplastic products are more expensive and of inferior quality as conventional plastic products. The study also indicated that ultimately the purchasing decision is influenced more by price, recognition factor and familiarity of logo than concerns of the environmental impact of the product.

Brand recall – necessary for full market penetration

Nonetheless, these hurdles are not insurmountable. According to the Wissenschaftszentrum Straubing, as soon as bioplastic products can achieve brand recall (e.g. through packaging or logo), the tendency of consumers to purchase them exponentially increases. This is due to the brand identification being inherently linked to recalling the advantages of the products.

Big brands adapt bioplastics for prominent consumer products

With first big brands adapting bioplastic packaging solutions the market penetration is well on its way. Brands and brandowners such as Procter & Gamble, Coca-Cola, Danone, Puma, Samsung or Toyota have already introduced first large scale products in Europe. Other prominent companies such as PepsiCo, Heinz, Tetra Pak and many more have announced corresponding plans coming up.
The introduction of different bioplastic materials with these new products will raise the European consumers’ level of awareness and information significantly. Quality of the materials will become apparent and accepted. With increasing volumes of bioplastics in the market, higher production costs will soon adapt to prices paid for conventional materials.