Understanding decision making and brand perception in F&B packaging

Overview

A global leader in packaging and processing solutions for the food and beverage industry wanted to understand how sustainability and packaging decisions are made, and how its brand compares to competitors on sustainability, innovation, and trust.

They partnered with Phronesis to conduct a study among food and beverage manufacturers and retailers, capturing their operational priorities, decision making drivers, and brand perceptions.

Objective

Assess how packaging and processing decisions are made and how the client’s brand is positioned, including:

• Operational and sustainability pressures facing customers
• Key decision-making challenges, such as balancing cost, compliance, and ROI proof points
• A ranked hierarchy of the factors driving packaging and processing decisions
• Cost versus sustainability tradeoffs, and the regulatory pressures customers expect over the next five years
• Brand awareness and competitive positioning on sustainability, innovation, and service

Approach

Surveyed senior decision makers, including owners, C-suite executives, board members, heads of department, and senior managers, across organizations with 1,000 or more employees globally. The sample spanned:

• Global organizations active across the Americas, EMEA, and Asia Pacific
• International and cross-border organizations
• Local and national organizations

Manufacturers and retailers were each routed through tailored versions of the questionnaire relevant to their role. Manufacturers answered production and packaging decisions, while retailers covered private label and distribution decisions.

Business Outcome

• Surfaced the operational and sustainability pressures that matter most to customers, helping sharpen the client’s product development and go-to-market priorities
• Delivered a ranked view of what drives packaging decisions, helping the client position its value proposition
• Revealed the tradeoffs customers are willing to make between cost and sustainability
• Provided a clear read on the client’s competitive standing on sustainability, innovation, and service
• Captured how emerging packaging legislation is influencing investment decisions