June 7th, 2023, Lesley Simeon
Confectionary brand Mars is swapping its current plastic wrappers with recyclable paper for a limited time. The company is trialling this environmentally friendly packaging at 500 Tesco stores and will leverage feedback for pilot exercises in the future.
We look at YouGov data to see what Mars’ customers personally do to reduce unnecessary packaging that cannot be recycled. We also look at what Tesco’s customers feel about the same given that the supermarket will stock Mars’ products in question.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - just over a third of Tesco’s customers (35%) and almost a quarter (24%) of Mars’ customers say they try to buy less goods that have packaging that cannot be recycled. Tesco’s customers (27%) are also more likely than Mars’ (18%) to say they make an effort to buy more products made from recyclable packaging.
This suggests that Tesco's customers are more likely than Mars’ to make shopping decisions in favour of sustainable packaging.
Profiles data also shows that 31% of Mars’ current customers agree with the statement that they “try to buy only from companies who are socially and environmentally responsible.” An equal proportion of Tesco’s customers agree too. By comparison, 36% of the general British population agrees with the statement.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.