08 Apr 2014 Study: Consumers prefer aluminum closures for wine/spirits

The study, which took place in five major European markets — France, Germany, Italy, Spain, and the UK — as well as in the US, was commissioned by members of the EAFA Closures Group, part of the European Aluminum Foil Assn (EAFA).

Other results of the study show that aluminium closures received top scores when consumers were asked about their preferences for reclosing a bottle of unfinished wine for later consumption. Four out of 10 surveyed confirmed they had poured away wine from a bottle closed with a cork closure that had been tainted or had gone bad.

In markets where aluminium closures have a lower market penetration, there is less understanding of the convenience offered by them, the study found. But even in these countries, the majority of consumers who responded accepted that aluminium closures offer a more convenient option for reclosing than corks or other types of closures.

When asked to compare their purchasing intentions of the same bottle of wine with different closures, more than one-third said they would prefer to buy wine with an aluminium closure, and a quarter said the type of closure would not influence their purchase.

At present, only 30% of consumers connect easy and complete recyclability with aluminium closures. This supports the industry’s continuing efforts to more proactively promote the advantages of recycling, as already in Europe, more than 40% of aluminium closures are recycled.

The study also showed that, among younger consumers and particularly females, there is a strong preference for aluminium closures

Says EAFA, “As the market penetration grows across Europe and the USA, it is expected that the figures in favour of aluminium closures will grow even further. This will increase pressure on winemakers and retailers to offer greater choice in the future.”

Source: GreenerPackage.com