EAFA/IPSOS survey shows aluminium closures are top consumer choice

25 March 2014


The majority of wine and spirit consumers prefer an aluminium closure over other closure options for its convenience, according to IPSOS research results announced recently by the European Aluminium Foil Association (EAFA).

Market research company IPSOS conducted an in-depth survey among 6,000 consumers of wine and spirits in five major European markets (France, Germany, Italy, Spain and the UK) and the USA, commissioned by the European aluminium closure manufacturers and suppliers who are members of the EAFA Closures Group.

As well as being the top choice for convenience, aluminium closures also rated the highest when the consumers were asked about their preferences for re-closing an unfinished bottle of wine for later consumption.

“Four out of ten surveyed confirmed they had poured away wine from a bottle closed with a cork closure which had been tainted or gone bad,” EAFA reports.

According to EAFA, in markets where aluminium closures have a lower market penetration, such as France and Spain, there is “less understanding” of the convenience they offer.

But even in these countries, the organisation says that consumers would benefit from a greater choice: “The majority responding accepted that aluminium closures offer a more convenient option for re-closing than corks or other types of closure,” EAFA says.

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

The survey also reveals that only 30% of consumers currently make a connection between aluminium closures and easy and complete recyclability.

“This supports the industry’s continuing efforts to more proactively promote the advantages of recycling,” EAFA says, “as already in Europe more than 40% of aluminium closures are recycled.”

A final and significant finding in the survey was that there is a “strong preference” for aluminium closures amongst younger consumers, and particularly females.

“As the market penetration grows across Europe and the USA it is expected that the figures in favour of aluminium closures will even grow further,” EAFA concludes.

This will, the body says, increase pressure on winemakers and retailers to offer greater choice in future.

www.aluminium-closures.org



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