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Article | March 24, 2014
Study: Consumers prefer aluminum closures for wine/spirits
Among the factors driving the preference for aluminum wine/spirits closures are reclosability and recyclability.
When it comes to wine and spirits closures, a majority of European consumers prefer aluminum over other options. That’s according to a recent survey of 6,000 consumers conducted by market research company IPSOS.
The study, which took place in five major European markets—France, Germany, Italy, Spain, and the U.K.—as well as in the U.S., was commissioned by members of the EAFA Closures Group, part of the European Aluminum Foil Assn. (EAFA).
Other results of the study show that aluminum 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 aluminum 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 aluminum closures offer a more convenient option for reclosing than corks or other types of closures.
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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 aluminum 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 aluminum closures. This supports the industry’s continuing efforts to more proactively promote the advantages of recycling, as already in Europe, more than 40% of aluminum closures are recycled.
The study also showed that, among younger consumers and particularly females, there is a strong preference for aluminum closures
Says EAFA, “As the market penetration grows across Europe and the USA, it is expected that the figures in favor of aluminum closures will grow even further. This will increase pressure on winemakers and retailers to offer greater choice in the future.”
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