Health & Sustainability in the Swedish wine industry: how Flexpenser's valve can make the difference
Sammanfattning: Liquid and packaging waste is a major problem affecting the Food & Beverage industry nowadays. Consumers worldwide demand more sustainable and environmentally friendly products and packaging. Consequently, the companies in this field strive to reduce their environmental impact and satisfy these new market needs. At the same time, consumers are more concerned about the impact the products they consume can have on their health, demanding foods and beverages that contain a reduced quantity of added chemical substances. Regarding this industry, there is still a consistent space for evaluating the potential effects on individuals’ willingness to buy (WTB) coming from the application of new technologies. Therefore, this research aims to deepen this topic by studying how such new technologies affect consumers’ WTB by targeting a sector in particular, that is, wine. Also, a particular innovative technology working in this direction is presented to address the issue. It consists of the innovative dispensing valve technology introduced by Flexpenser. Thanks to its customizable airtight membrane, it can keep liquids inside its leakage-proof container. The non-penetrable seal is provided by a one-way valve technology that shields the product from oxidation, germs, and other impurities. Consequently, if applied to the container of liquid products, it can impede the air from entering the package, preserving the product’s quality for longer and limiting the waste of liquid and its packaging. Moreover, it can push companies within the beverage business towards reducing the usage of harmful additives and preservatives by expanding the shelf-life of beverages. This study focuses on the application of the valve to wine packaging in the Swedish wine industry. To evaluate the potential impact of the valve on consumers’ WTB, primary data have been gathered by spreading a survey among Swedish wine consumers. The analysis demonstrates that the segment of consumers who are not heavy drinkers and pay a moderate price for a wine bottle (i.e., non-premium wine consumers) show the highest interest in packaging that provide such advantages of enhancing packaging sustainability and reducing the preservative content. The research’s findings advance the knowledge of how packaging attributes influence consumers’ WTB and suggest that companies consider introducing new product lines and categories in this direction.
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