Full report Going Green - WRAP · Going Green 7 1.0 Introduction The UK is the world’s largest...

Full report

Going Green

A consumer trial to identify opportunities for maximising the use of greenglass for wine and spirit bottles

Project code: MSG038 Research date: November 2010-March 2011 Date: May 2011

WRAP’s vision is a world without waste, where resources are used sustainably. We work with businesses and individuals to help them reap the benefits of reducing waste, develop sustainable products and use resources in an efficient way. Find out more at www.wrap.org.uk

Written by: Alastair MacGregor

Front cover photography: New Australian Vintage wine bottle in a Sainsbury’s store trial WRAP and Oakdene Hollins Ltd believe the content of this report to be correct as at the date of writing. However, factors such as prices, levels of recycled content and regulatory requirements are subject to change and users of the report should check with their suppliers to confirm the current situation. In addition, care should be taken in using any of the cost information provided as it is based upon numerous project-specific assumptions (such as scale, location, tender context, etc.). The report does not claim to be exhaustive, nor does it claim to cover all relevant products and specifications available on the market. While steps have been taken to ensure accuracy, WRAP cannot accept responsibility or be held liable to any person for any loss or damage arising out of or in connection with this information being inaccurate, incomplete or misleading. It is the responsibility of the potential user of a material or product to consult with the supplier or manufacturer and ascertain whether a particular product will satisfy their specific requirements. The listing or featuring of a particular product or company does not constitute an endorsement by WRAP and WRAP cannot guarantee the performance of individual products or materials. This material is copyrighted. It may be reproduced free of charge subject to the material being accurate and not used in a misleading context. The source of the material must be identified and the copyright status acknowledged. This material must not be used to endorse or used to suggest WRAP’s endorsement of a commercial product or service. For more detail, please refer to WRAP’s Terms & Conditions on its web site: www.wrap.org.uk

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Executive summary Recycling glass back into glass production saves energy and reduces mineral extraction compared to the use of virgin materials, and is therefore environmentally and economically beneficial. The UK has an excess of recovered green glass due to its’ substantial wine imports. Most of these bottles are green and, as a result, the UK has a surplus of green post-consumer glass (cullet). While much of this is exported for recycling back into wine bottles in Europe, a lack of domestic demand for green glass containers results in a significant proportion being used in secondary markets such as aggregates. Green glass has high recycled content; in 2010 the average post-consumer recycled content of green glass containers in the UK was 72.4%, while it was 33.4% for clear glass and 28.1% for amber glass. The difference reflects the fact that users of green glass containers can tolerate a higher level of recycled content as the green colour, produced by chromium, is dominant and therefore contamination by other colours is less of an issue. This trial sought to identify opportunities for increasing demand for green glass by identifying products that are currently packaged in clear or amber glass containers that might instead be packaged in green with a neutral or positive impact on consumer perception. . The trial had four stages: a literature review, the formation of a steering group and recruitment of trial partners, the preparation of samples, and an in-store consumer trial which had a quantitative element supported by focus groups. The review identified products for the trial, based on the likelihood that they would be accepted by consumers and that the market-wide sales volumes were sufficiently large that a partial industry shift would have a meaningful environmental benefit. Whisky, gin, vodka, white wine and rosé wine were identified as the products most suitable for the trial. The steering group was made up of industry trade associations and the two trial partners: Sainsbury’s and Australian Vintage who put their products forward for the trials conducted in two Sainsbury’s stores. The steering group advised on all aspects of the study including product selection, sample preparation, and the methodology of the trial itself. For the quantitative element of the trial, samples were allowed to be purchased and leave stores to increase the authenticity of the trial and also for logistical reasons. Australian Vintage’s McGuigan Estate Chardonnay, Sainsbury’s Scotch Whisky, Sainsbury’s Vodka and Sainsbury’s French Brandy were put forward for both elements of the trial, and these were bottled in furnace–prepared green samples in all the products’ original bottle shapes. For Sainsbury’s Dry London Gin and the rosé (McGuigan Estate Shiraz Rosé and Sainsbury’s Australian Shiraz Rosé) bottle samples could not be filled in sufficient volumes in time for the quantitative trial, however, samples were prepared in small volumes for the focus groups. Original labels and foils were used for all the products. For the quantitative trial, 644 consumers were interviewed on up to two of the trial products at the wine and spirits fixture in two Sainsbury’s stores. These provided 1,124 responses across the four products Which showed that overall the introduction of green glass had a minimal impact on consumer perceptions of the trial products’ taste, quality, appeal, look and environmental impact of the packaging. Virtually all respondents (95%) had not noticed any change at the fixture, and only one person identified the shift to green glass and that was for white wine. Brandy performed the best of all the products, with 95% of respondents stating that the change to a green bottle would have no impact on their purchasing decision. For the remaining respondents, 4% stated that they would be less likely to buy the product, but 1% said they would be more likely to buy the product in future. The white wine was the next best performer with 89% stating that it would not impact their purchasing, followed by whisky (88%) and vodka (84%). Importantly none of the products in green glass scored poorly on visual perceptions of taste or quality relative to clear glass, although 5% of Vodka consumers did think the product may be lower quality in green glass. Consumers thought the environmental performance of the green glass would be better, and 56% of respondents stated that they would be more likely to buy products in packaging with a high recycled content in the future, against 13% who said they would not. In addition, 61% stated that their opinion of Sainsbury’s had improved as a result of the trial, compared to 9% whose opinion had not changed. The key observations from the 12 X follow-up focus groups were that, for brandy, the green glass moved the Sainsbury’s product closer to some of the leading brands in the category, and that, for whisky, the foil did not obscure the empty neck of the bottle which was identified as being unattractive.

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Some consumers also liked to see the colour of the liquid when purchasing whisky. Purchasing decisions for white wine are driven by factors other than bottle colour, such as grape and label descriptions. Consumers of vodka are looking for purity and clarity. The focus group feedback was especially positive for gin with consumers citing the precedent among leading gin brands for bottling in green. The picture for rosé wine is more complex and the response depends on the knowledge of the particular consumer. The main conclusion from the trial is that consumers said that they would be more likely to buy products in packaging with a higher recycled content, and thought more highly of Sainsbury’s as a result of this initiative. With the correct messaging on the environmental benefits of green glass, at the very least there are opportunities in brandy, white wine and gin to shift to green glass, with a neutral or even positive impact on consumer perceptions. It is possible that other products could be included without negative impacts on consumer behaviour if the shift is communicated as part of a broader environmental initiative. Recommendations to retailers and brand owners:

A shift to green glass will cut packaging related CO2 e emissions by 20%;

The benefits of recycled glass and the higher recycled content of green glass should be clearly communicated

to consumers;

The use of green glass bottles should be considered for all white wine;

The use of green glass bottles should be considered for all gin or, at the very least, quantitative research

should be undertaken for this category;

For coloured spirits, there is potential to investigate whether foils should cover the gap between the product

and the cap;

The use of green glass bottles for all coloured spirits should be considered, especially where there is a

precedent in the category;

In partnership with the glass industry, retailers and brand owners should review colour specifications

generally to maximise recycled content,; and

The overall opportunity for whisky increases several fold when exports are included, even if limited to blended

whiskies. Therefore consumer perceptions in importing countries should be explored.

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Contents 1.0 Introduction ............................................................................................................................. 7 2.0 Method overview ...................................................................................................................... 8 3.0 Literature review ...................................................................................................................... 8

3.1 Introduction .......................................................................................................................... 8 3.2 Results and findings .............................................................................................................. 8 3.3 Conclusions ........................................................................................................................... 9

4.0 Steering group and trial partners........................................................................................... 10 5.0 Sample production ................................................................................................................. 10

5.1 Sample specification ............................................................................................................ 10 5.2 Sample production ............................................................................................................... 10 5.3 Sample logistics ................................................................................................................... 11

6.0 Consumer trials ...................................................................................................................... 12 6.1 Introduction ........................................................................................................................ 12 6.2 Methodology ....................................................................................................................... 12

6.2.1 Quantitative ............................................................................................................ 12 6.2.2 Qualitative .............................................................................................................. 13

7.0 Results and findings ............................................................................................................... 14 7.1 Quantitative ........................................................................................................................ 14

7.1.1 Sample details ........................................................................................................ 14 7.1.2 Results overview ..................................................................................................... 15 7.1.3 Background to purchasing decisions ......................................................................... 16 7.1.4 Impact of shift by product ....................................................................................... 17 7.1.5 Attitudes to the environment ................................................................................... 19 7.1.6 Communication ....................................................................................................... 21

7.2 Qualitative .......................................................................................................................... 21 7.3 Summary ............................................................................................................................ 23

8.0 Conclusions and recommendations ........................................................................................ 24 8.1 Conclusions ......................................................................................................................... 24 8.2 Recommendations and next steps ........................................................................................ 25

Appendix 1 Literature review results and findings ............................................................................ 26 Appendix 2 Quantitative questionnaire ............................................................................................. 33 Appendix 3 Timetable of interviews by store ..................................................................................... 56 Appendix 4 Focus group recruitment questionnaire .......................................................................... 57 Appendix 5 Discussion guide .............................................................................................................. 66

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Acknowledgements Oakdene Hollins would like to take this opportunity to thank the members of the steering group: Graham Bateman - The Wine and Spirits Trade Association Andy Burns – rdsi John Corbet-Milward – The Wine and Spirits Trade Association Dave Dalton – British Glass Hannah Davidson – rdsi Barry Dick– Australian Vintage Aileen Keyes - The Wine and Spirits Trade Association Julie Larner – Sainsbury’s Tammy Marrett – WRAP Claire Shrewsbury – WRAP Roseann Smith – rdsi Jill Watson – Australian Vintage

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1.0 Introduction The UK is the world’s largest importer of wine, purchasing 1.77 billion bottles of wine from overseas1. Most of these bottles are green and, as a result, the UK has a surplus of green post-consumer glass (cullet). While much of this is exported for recycling into wine bottles, a lack of domestic demand for green glass containers results in a significant proportion being used in environmentally suboptimal applications. Closed-loop recycling of glass containers saves 315kg of carbon dioxide equivalents (CO2e) per tonne of glass cullet2 used in place of virgin raw materials, since less energy is required during the production process, and the need for mineral extraction is reduced. Currently green glass containers have a high recycled content; in 2010 the average post-consumer3 recycled content of green glass containers was 72.4%, while it was 33.4% for clear and 28.1% for amber4. The difference is due in part to the lack of availability of good quality clear and amber cullet and to the fact that users of green glass containers can tolerate a higher recycled content as the green colour, produced by chromium, is dominant and therefore contamination by other colours is less of an issue5. The recycled content of any glass colour can be increased by the application of less stringent colour specifications. In the case of green glass, it is possible to use mixed colour cullet instead of green if the colour specification is sufficiently relaxed6. Research carried out on behalf of WRAP looking at the economics of cullet use in October 2010 showed 2 things a.) that in theory it should be cheaper to manufacture glass from cullet rather than virgin materials because cullet is priced at a discount to the virgin batch price and less energy is needed in the manufacturing process when using cullet, and b) for a given recycled content, it should be cheaper to manufacture green glass than clear glass. This is because green cullet is currently cheaper than clear cullet, in part because there is a greater supply and because the raw materials for producing green are cheaper than those for producing flint. In addition, it is possible to use a higher recycled content for green than for clear. Therefore the costs for glass manufacturers should be lower. However, in practice the unit cost of glass containers will depend on many factors such as the volumes ordered, whether a glass furnace is operating at full capacity, if a colour change is required, and the availability of good quality cullet for example. WRAP’s Courtauld Commitment 2 seeks to reduce the broad environmental impacts of the grocery sector including a 10% reduction in carbon emissions from packaging. In addition, the British Soft Drinks Association, the Food and Drink Federation, the British Beer and Pub Association and the Scotch Whisky Association have explicit targets for their members to reduce their carbon emissions, and the Wine and Spirits Trade Association encourage their members to adopt carbon-saving initiatives where appropriate. The Scotch Whisky Association also has a recycled content target for their members’ packaging of 40% by 20207. Since shifting from clear to

1 Vinexpo/ IWSR (2011) cited The Drinks Report (2011), What and how much is the world drinking - UK Data, available at URL: http://www.thedrinksreport.com/full.articles/business.folder/Business2011/full.0111_vinexpo-iwsr-global-trends.html (accessed 16 March 2011).

2 British Glass (2003), Glass Recycling – Life Cycle Carbon Dioxide Emissions, prepared by Enviros, November 2003.

3 WRAP (2011), Glass toolkit – Recycled content toolkit, available at URL: http://www.wrap.org.uk/retail_supply_chain/research_tools/tools/glass_recycled_content_toolkit/index.html (accessed 17 March 2011).

4 British Glass (2010), Reported to WRAP under the protocol for measuring the recycled content of glass, available at: http://www.wrap.org.uk/retail_supply_chain/research_tools/tools/glass_recycled_content_toolkit/index.html (accessed 16 March 2011).

5 WRAP (2006), Colourite project – maximising cullet additions in the glass container industry, Project code GLA0039, February 2006.

6 WRAP (2009), Assessing the demand for glass containers with maximum recycled content, Project code MSG029-005, September 2009.

7 Scotch Whisky Association (2009), Scotch Whisky Industry Environmental Strategy, June 2009, available at URL: http://www.scotch-whisky.org.uk/swa/files/EnvironmentalStrategy09.pdf (accessed 1 April 2011).

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green glass reduces the carbon emissions of packaging by 20% on average8, such a shift could enable food and drink producers and retailers to achieve their packaging target via a ‘quick win’. A shift from clear to green glass is further complicated by the shade of green. In the UK, a standard emerald green is produced by glass manufacturers’ furnaces. If customers request a specific shade of glass, to avoid additional costs they must either purchase sufficient quantity individually or collaborate with other packaging users to have a furnace dedicated to this bespoke colour specification. Alternatively clear bottles can be coloured in the furnace forehearth9; however the resultant container will have the recycled content of a clear container. It is possible to switch a furnace between different colours but this takes time and is costly, and it also results in a range of shades being produced during the colour changeError! Bookmark not defined.. This project sought to build on previous studies undertaken by WRAPError! Bookmark not defined.,Error!

Bookmark not defined. and provide robust evidence of the change, or lack of change, in consumer perception when a product currently packaged in clear glass is packaged in green glass. 2.0 Method overview There were four stages to the project:

1. Conduct a literature review to identify a short list of products, currently packaged in clear glass, for which there is evidence to suggest that they may be suitable for a shift to green.

2. Form a steering group of relevant stakeholders who could advise on the trial and the study in general, and would include brand owners with products to be included in the trial who were recruited simultaneously.

3. To produce green samples to an agreed specification. 4. To conduct a comprehensive in-store consumer trial of the short-listed products packaged in green

glass samples to test the level of acceptance. 3.0 Literature review 3.1 Introduction Whether a product would make a suitable candidate for the consumer trial was judged on three criteria related to product volumes or product suitability. Evidence was gathered via literature review and supported by interviews of industry participants.

1. Product volumes: i. The market-wide opportunity for shifting the product from clear glass following a successful

consumer trial must be sufficiently large so as to have a meaningful impact ii. Off-trade volumes must be sufficient since the perception of consumers during the store trials may

vary from those in a hospitality setting which is not explored in this study. Furthermore some products that are packaged in glass for on-trade may use other materials for off-trade sales channels. Therefore the total UK glass packaging volumes for those product categories may significantly misrepresent the volumes from off-trade sales.

2. Product suitability: there should be some evidence, such as a precedent having been set, that the

product will be accepted in green glass - or at least no evidence to the contrary.

3. Material substitution: in some instances the drive to increase the recycled content of glass will be superseded by the shift to other packaging materials which have lower environmental impacts over their life cycle. There should be no significant and established precedent within the category.

3.2 Results and findings The results and findings of the literature review are available in Appendix 1.

8 WRAP Carbon Calculator

9 Quinn (2011), Colouring forehearth, available at URL: http://www.quinn-glass.com/colouring.cfm (accessed 17 March 2011).

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3.3 Conclusions The estimates for the volume of clear and amber glass for the product lines explored above are summarised in Table 1.

Table 1: Estimates of clear and amber glass used in packaging off-trade alcoholic drinks and other retail products, 2009 Product category Clear and amber glass (tonnes) % total Whisky 32,000 4.5 Gin 23,000 3.2 Miscellaneous spirits 80,000 11.3 Wines* 68,000 9.6 Wines & Spirits 292,000 41.2% Beers 80,000 11.3 Ciders 7,000 1.0 Fizzy Alcoholic Beverages 4,000 0.6 Beers , Ciders & FABs 91,000 12.9% Soft drinks 10,000 1.4% Jams 35,000 4.9 Pickles & chutneys 54,000 7.6 Sauces 35,000 4.9 Cook-in-sauces 60,000 8.5 Instant Coffee 70,000 9.9 Other food 61,000 8.6 Food 315,000 44%

TOTAL 708,000 100% Source: Appendix 1 *2010 figure Whisky is by far the most significant opportunity but, as noted above, only 32,000 tonnes (or 10% of all whisky bottles) are consumed in the domestic off-trade market. Gin is also a significant opportunity, albeit slightly smaller than whisky (exports of bottled gin are approximately three times the domestic market). Furthermore there is a precedent, with both categories having high-end brands packaged in green glass. These categories are therefore strong candidates for the trial. ‘Miscellaneous spirits’ packaged in clear and amber are predominantly Baileys and vodka. Although Baileys is one of the largest single opportunities, it may be considered unsuitable for bottling in green due to the product’s colour. Meanwhile, despite the fact that there is no precedent for packing vodka in green, given the size of the market it was worth considering for the trial. In addition, rdsi - the organisation undertaking the consumer research - noted10 that it is worth including some products in the trial that test the boundaries of consumer acceptance. The opportunity for white and rosé wine is estimated to be similar to that for domestic whisky and gin sales combined. The 2010 figure has been used since, due to the increase in bulk wine importing, this category is growing rapidly. The precedent for bottling white wine in green glass makes this a natural candidate, and rosé may be worth including for the same reasons as vodka, as rosé is usually bottled in clear glass. Bottled ales are an attractive opportunity but the market is fragmented and so is not considered suitable for this trial. Bulmer’s cider is a substantial opportunity for an individual brand especially when Bulmer’s on-trade sales are included, and would be suitable for the trial. Soft drinks, while representing the greatest opportunity outside of the (fragmented) food category, were not deemed suitable for this trial because soft drinks sales in glass occur mainly in on-trade. Furthermore the products’ appearance may be negatively impacted by the use of coloured glass. Therefore while there are significant cumulative opportunities for using green glass in both the food and soft drinks categories, individually they were considered less compelling candidates for the trial. Coffee in particular represents a substantial

10 rdsi (2010), Personal communication, First Steering Group Meeting , 23rd November 2010.

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opportunity but there is a strong precedent for packaging coffee in refill pouches and therefore it was not considered a sufficiently strong example to include in an otherwise homogenous trial. While there may be individual products that would make suitable candidates, it was decided that a trial focused on wines and spirits would make a more suitable grouping and make large-scale consumer trials more practical. 4.0 Steering group and trial partners The steering group was needed to bring together the various stakeholders to ensure that the trial was relevant and robust and the results effectively communicated. Organisations from the glass industry and wine and spirits industry were asked to join WRAP, Oakdene Hollins, rdsi who would be conducting the market research, and Sainsbury’s whose stores were to be made available for the trial, on the steering group. While the steering group was being formed, wine and spirit brand owners were asked whether they wished to include their products. Five brand owners were contacted but, due to the project timescale, only Australian Vintage was able include its products alongside Sainsbury’s in the trial. While it would have been informative to have additional brands in the trial - including those from other beers, wine and spirit sub-categories - the breadth of Sainsbury’s own-label spirit products, and the inclusion of a single wine brand was considered by the steering group to be a satisfactory mix. The steering group consisted of:

Australian Vintage

British Glass

Oakdene Hollins

rdsi

Sainsbury’s

The Wine and Spirits Trade Association

WRAP.

The steering group advised on:

sample products

sample bottle shade

sample production and logistics

consumer research methodology

consumer research questionnaire and other documents

communication of results.

5.0 Sample production 5.1 Sample specification There were three options for the green shade of the samples for each of the trial products:

1. produce samples in the standard emerald green 2. produce samples in a single different shade to the emerald green 3. produce samples in different shades of green depending on the product.

It was agreed by the steering group to produce all samples in the standard emerald green. While this may not be the preferred shade for some products (since it is a bright green, and some products such as wine are bottled in other shades of green – such as ‘autumn leaf’ - historically associated with the product) it has the advantage that there is no economic barrier to producing this colour, as a number of furnaces in the UK produce this colour on a large scale, for products such as Gordon’s Gin and Stella Artois plus many other lager brands. The recycled content is also maximised by using this standard green. 5.2 Sample production In addition to coloured glass being produced on a large scale, via the addition of colouring agents to molten glass in the furnace or colouring in the forehearth, it can be manufactured economically in small batches by spray-

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tinting. This method was used successfully in similar research undertaken by WRAPError! Bookmark not defined. which sought to replicate the colour of bottles produced using mixed glass cullet. Since standard emerald green was chosen for this study it was logical to use green bottles coloured in the furnace to produce the samples. The only requirement was that bottles identical in shape and size to the trial products’ original bottle were already produced in that colour for a different product since it would also be prohibitively expensive to re-tool the moulds at a glass manufacturer whose furnace was producing green glass especially for this trial. For all trial products this was the case, and sample green bottles were readily available. These were filled by Sainsbury’s suppliers and Australian Vintage on their production lines as normal. The brandy samples were produced in France11 with a recycled content of 64% which was less bright than the samples produced in the UK (see Figure 1). The specific recycled content of those bottles produced in the UK was not known but can be assumed to be at least as high as the UK average recycled content of green glass (72.4% in 2009), since this average will be pulled down by some brands demanding tight colour specifications for their bottles.

Figure 1: Images of samples for (L to R) Sainsbury’s Scotch Whisky, Sainsbury’s Vodka, Sainsbury’s French Brandy and Australian Vintage’s McGuigan Estate Chardonnay

Due to the short time scale it was not possible to redesign labels to better suit the new bottle colour and original labels were used; the impacts of this are considered during the results discussion (Section 7.0). The same was true of the foil on the bottle which can be lengthened so that there is no ‘empty’ bottle visible above the fill-level. This gap is especially noticeable in the case of whisky. 5.3 Sample logistics A significant additional benefit of producing green samples in a furnace over spray-tinting is that they can then leave the store where the trial is taking place. This would not necessarily have been the case with spray-tinted samples since the tinted bottles would have required clearance. Therefore consumers were able to purchase the trial product as if it were the original, with the label and therefore the barcode being the same. The alternatives were to show consumers a single green bottled sample of each product at the fixture, or to replace the sample products at the checkout with an original clear bottled product. The former would not have been a realistic representation of the retail environment, and the latter was deemed impractical. Sample bottles were filled in sufficient quantities such that they could leave the store over the trial period. They were then distributed to the two stores in (North Cheam in South West London and Hazel Grove in Stockport) via Sainsbury’s supply-chain.

11 The French-bottled brandy was included as a proxy to test consumer acceptance of other spirit and liqueur products. It is possible that this may be imported in bulk in the future.

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6.0 Consumer trials 6.1 Introduction Five wine and spirits brands were approached as potential partners for the trial to take place in Sainsbury’s stores. The majority expressed an interest in the trial but were unable to take part due to the timescale. Australian Vintage offered to include its McGuigan Estate Chardonnay and Shiraz Rosé alongside Sainsbury’s own-label spirits (Sainsbury’s Scotch Whisky, Sainsbury’s London Dry Gin, Sainsbury’s Vodka and Sainsbury’s French Brandy) for testing in green bottles. The consumer trials were carried out by rdsi, a specialist market research agency, and had two elements. Initially consumers were interviewed at the beers, wines and spirits fixture in stores to quantitatively gauge the impact that a shift from clear to green glass had on their perception of the product. Secondly, focus groups were held to qualitatively assess consumers’ attitudes to the change and provide a narrative around the data collected during the first stage. Both elements of the trial were conducted in two Sainsbury’s stores, North Cheam in South West London and Hazel Grove in Greater Manchester, which were selected to give the most representative consumer base, and for their relatively large sales volumes in the relevant product categories. Furthermore both are used by Sainsbury’s for their own internal market research and therefore members of staff are experienced in handling such trials. The quantitative trial was conducted between the 10th and 24th of February, avoiding the volatility in consumer behaviour and sales around the New Year, while the qualitative trials were conducted with a slight lag between the 22nd of February and the 2nd March to allow time for participant recruitment. Unfortunately Australian Vintage were not able to supply rosé in sufficient quantity in time for the quantitative trial, and gin could not be included due to technical reasons. Therefore both these products were only included in the qualitative element and the 90 focus group attendees notwithstanding, the lack of quantitative data was acknowledged. Despite being bottled in France, brandy was included as a proxy to test consumer acceptance of other spirit and liqueur products. It is possible that this may be imported in bulk in the future. 6.2 Methodology 6.2.1 Quantitative A questionnaire (see Appendix 2) was developed to quantitatively assess consumers’ perceptions of the identified products in green glass relative to their traditional clear glass packaging, and was reviewed by two leading wine and spirit brand owners in addition to the steering group. This was to ensure that as many of the audience for the results of the trial were involved in the development of the methodology, since if they were to be convinced, they would need to consider the research sufficiently robust. The questionnaire was composed of two sections: a screening section which was used to assess the suitability of a consumer to be interviewed in-store, based on certain criteria (listed below) and the interview itself which provided the quantitative data for analysis. A consumer was considered suitable if s/he:

did not work in one of the following industries related to the trial: glass manufacturing, sale or manufacturing

of beers, wines and spirits, market research and media including journalism. It is standard practice to exclude

anyone that may be biased, or be unusually well informed on the market research topic.

had not participated in any other market research in the past 3 months

was over 18 years of age

had purchased one or more of the trial products in the past 6 months, so that feedback was based on

relatively recent experience. .

In addition to stores being selected to provide as representative a sample as possible of their consumers and therefore their products, a broad range of demographic were identified and interviewed, with the demographic of each respondent recorded in conjunction with their responses. The interviews took place at the relevant fixture in the stores and lasted up to fifteen minutes with respondents providing feedback on up to two (out of four) products in the quantitative trial (the number of responses was limited to two so that the interviews were limited to 15 minutes). Overall 644 interviews were conducted, which resulted in 1,124 responses being collected across all products.

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After ‘screening’, based on the selection criteria above, an interviewee was asked a set of questions, and steps 2 to 4 (below) were repeated where respondents were able to comment on a second product (for details see the questionnaire, Appendix 2). They were not made aware of the initiative to shift flint to green glass until step 7.

1. Respondents were asked about their drinking habits. 2. Respondents were asked to score the importance of up to 14 factors that impacted their purchasing

decision. 3. As a reminder, they were shown an image of the product in its original clear bottle and asked to rate it

against 4 factors: ‘taste’, ‘quality’, ‘appeal’ and ‘look of the product’. 4. They were asked to comment on how the product in the image (which was no longer shown) varied

from the same product on the shelf, but now bottled in green, and prompted when necessary. 5. They were asked several questions to assess how this would impact their purchasing decision. 6. They were then informed of the initiative and the benefits of green glass, and again asked how it would

affect their purchasing decision. 7. They were asked questions relating to the environmental benefit of the shift from clear to green to

assess whether this was important and if so, how it should be communicated. 8. Finally they were asked questions to develop a demographic profile.

The interviewers’ shift patterns (see Appendix 3) were arranged to coincide with expected frequency of purchase of the trial products. 6.2.2 Qualitative Focus groups are used in market research to provide context to the data collected during the quantitative interviews thereby giving users of the data a better understanding of its meaning. The environment in which the focus groups occur – for this particular piece of research – need to be conducive to an open discussion of:

participants’ consumption habits

attitudes to the product(s) in clear and green bottles

drivers and barriers to purchasing these products

attitude towards relevant issues such as the environment

suitable messaging.

Recruitment for the focus groups was conducted in stores at the fixture by Field Initiatives on behalf of rdsi, and therefore carried out independently of the quantitative interviews; if the respondents to the questionnaire were included in the focus groups then they would already be aware of the purpose of the initiative which would skew the results. The recruitment questionnaire is included in Appendix 4. Candidates had to be in socio-economic groups B to D, be responsible - either solely or jointly - for household shopping, consume alcohol in the home, and (in the case of wine) be open to purchasing Australian chardonnay. They were grouped according to:

gender (separated between groups)

whether they were primary or secondary Sainsbury’s shoppers (mixed between groups)

wine and spirit product consumption (separated between groups):

o white and rosé wine

o brandy and whisky

o vodka and gin

drinking habits (mixed between groups)

level of concern for environmental issues (separated between groups).

Four focus groups were created for each set of products across the two store locations, with a total of 90 consumers attending. They were held in the store meeting rooms at 6pm and 8pm. To ensure that the right environment for frank discussion was fostered, the attendees were split by gender with one male and one female group in each location for each product; rdsi’s experience is that this segregation improves group dynamics. In addition the recruitment questionnaire assessed participants’ concern for environmental initiatives which was used to split the groups evenly between ‘more’ and ‘less’ concerned, which ensured that there was not posturing between the two sides. This was integrated into the group-forming process to give the broadest representation of views on the six sample products across the 12 groups (see Table 2). Individuals’ age was not used when forming groups, but was recorded so that this factor could be included when analysing the results.

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Table 2: Focus group details

Focus Group

Gender Age Product

consumption habits

Attitude to environmental initiatives

Location

1 Female

Recorded ex-post

All to be vodka AND gin consumers

More aware / concerned Hazel Grove, Stockport 2

Male Less aware / concerned

3 More aware / concerned North Cheam, Surrey 4 Female Less aware / concerned

5 Female

Recorded ex-post

All to be brandy AND whisky consumers




9 Female

Recorded ex-post

All to be white AND rose wine consumers




The discussion guide that was used in each focus group can be found in Appendix 5. Participants did not initially know the purpose of the focus groups. Following some warm-up questions, participants were questioned on the drivers of their alcoholic beverage consumption to assess the relevance of participants’ views. They were then shown the trial products in their original clear packaging and questioned on their perception of these products, before the products were removed and the process repeated with the same products in green glass. To understand consumers’ preferences for communication of the shift to green glass, participants were questioned on a series of sustainability statements related to glass recycling and recycled content, and on the possible motives for the trial. Finally to summarise, participants were asked closing questions based on the knowledge of the trial that they had accumulated during the discussion. 7.0 Results and findings 7.1 Quantitative This section (7.1 Quantitative) gives an overview of the quantitative results, information gathered on what drives consumer purchasing decisions and the impact on consumer perceptions by product. 7.1.1 Sample details 644 interviews were completed across the two stores giving a total of 1,124 responses. The breakdown is given in Table 3.

Table 3: Details of quantitative sample Total North Cheam Hazel Grove

Vodka 269 121 148

Whisky 293 142 151

Brandy 243 99 144

White wine 319 167 152

Total 1,124 529 595

Going Green 15

Customers interviewed at North Cheam were slightly older, but at least 85% of respondents at both stores were 35 or older. Respondents who purchased whisky and brandy were older on average (54.3 years) than those who purchased vodka and wine (51.5 years); more men than women drank whisky and brandy. 7.1.2 Results overview Overall the introduction of green glass had a minimal impact on consumer perceptions of the trial products’ taste, quality, appeal, look and environmental impact of the packaging. 95% of the sample claimed not to have noticed any change at the fixture, and of the 5% that noticed a change, only one person identified the shift to green glass and that was for white wine. Table 4 gives the detail by product and against each factor that might impact consumer behaviour. Taste and quality perceptions see little change although the products are considered less appealing and have poorer aesthetics in green glass. However, consumers perceived the green glass to be more environmentally beneficial, and it must be emphasised that at this point they were not made aware of the reasons for the initiative.

Table 4: Percentage of respondents who thought that green packaging would not affect each factor Vodka Brandy Whisky Wine

Taste 97% 98% 97% 98%

Quality 95% 98% 96% 98%

Appeal 80% 92% 84% 87%

Look 74% 87% 79% 85% ‘Environmentally

friendly packaging’ 74% 77% 73% 78%

In terms of the impact on their purchasing, over 80% of those interviewed said that the switch to green would not impact their future purchase the products on which they were questioned in the future. For brandy this figure was as high as 95%. The details by product are shown in Figure 2. Once they were made aware of the environmental benefits of green glass, the claimed net negative impact on purchasing behaviour declined.

Figure 2: Impact of change on consumers’ purchasing decision There were notable differences between the stores, with consumers in North Cheam more concerned by quality and about the environment. Therefore the small but slightly larger negative impact on quality perceptions at North Cheam versus Hazel Grove were offset by the higher rating given to the environmental benefits of green glass. This is due to consumers at North Cheam being more product focused. It should be noted that during the trial, Sainsbury’s did not receive a single complaint or enquiry in either of the stores regarding the change in glass colour.

84%

8%

2%

6%

95%

4%

1%

0%

88%

8%

1%

3%

89%

7%

2%

2%

It would have no impact on me - I would continue to buy the same amount as I always

do

It would have some impact - I would be less likely to buy this product in the future

It would have some impact - I would be more likely to buy this product in the future

It would have a big impact - I would not buy this product in the future

White wine (319)

Whisky (293)

Brandy (243)

Vodka (269)

Going Green 16

7.1.3 Background to purchasing decisions Figure 4 to Figure 6 illustrate which factors, out of the possible 14, influence consumer purchasing behaviours for the four products included in the quantitative element of the trial. They therefore provide background data on what drives consumer purchasing decisions for each product. ‘Price’ and ‘taste’ are dominant for all products, explaining at least 65% of the purchasing decisions on average. Price is more important for consumers of whisky and vodka, and taste more important for brandy and white wine. For vodka, whisky and brandy, at least 95% of the purchasing decision can be explained by including ‘brand’ and ‘product quality’. White wine differs in that, in addition to these factors, ‘promotion’ and ‘grape variety’ are also relevant. The fact that taste and quality are dominant (other than price) highlights the importance of the lack of change in consumers’ perceptions of these factors as illustrated in Table 4. In terms of differences between the stores, North Cheam respondents rated price higher across the products, while Hazel Grove respondents rated taste consistently higher.

Figure 3: The importance of factors for consumer purchasing of whisky

Figure 4: The importance of factors for consumer purchasing of vodka

1%

2%

3%

14%

15%

41%

62%

1%

11%

9%

32%

47%

Label design

Alcohol content

Promotion

Product quality

Brand

Taste

Price

Most important

Important (Spontaneous)

1%

1%

5%

12%

15%

43%

53%

3%

10%

10%

36%

41%

Liquid volume

Alcohol content

Promotion

Brand

Product quality

Taste

Price

Most important

Important (spontaneous)

Going Green 17

Figure 5: The importance of factors for consumer purchasing of brandy

Figure 6: The importance of factors for consumer purchasing of white wine 7.1.4 Impact of shift by product Whisky Figure 7 illustrates the impact that a shift from clear to green glass has on consumer purchasing perceptions of Sainsbury’s Scotch Whisky. The vast majority of respondents’ perceptions of taste and quality did not change, and although the product was thought to look worse and be less appealing overall some consumers did think the opposite was true (see step 4, section 6.2.1). The magnitude of the change varied significantly between stores. 24% of respondents at North Cheam thought it was less appealing and 30% thought it looked worse, while few respondents at Hazel Grove thought that there was any impact on these factors. Equally respondents were more likely than those at Hazel Grove to think that the green glass was more environmentally friendly with 32% saying so.

1%

4%

13%

19%

44%

47%

1%

9%

14%

38%

37%

Liquid volume

Promotion

Brand

Product quality

Price

Taste

Most important


1%

1%

1%

6%

7%

11%

15%

20%

39%

48%

1%

3%

3%

4%

11%

12%

25%

40%

Alcohol content

Recommended product

Label design

Country of origin

Brand

Grape variety

Product quality

Promotion

Price

Taste

Most important


Going Green 18

Figure 7: The impact of the shift to green glass on consumer perceptions of whisky Vodka Figure 8 illustrates the impact that a shift from clear to green glass has on consumer purchasing perceptions of Sainsbury’s vodka (see step 4, section 6.2.1). The changes were similar to those for whisky, but with the impact being slightly greater for each factor. Again there was significant variation between stores with regard to the impact on appeal, look and environmental impact. 40% of respondents at North Cheam thought that the product was less appealing and 45% thought it looked worse, while 37% thought that the green glass was more environmentally friendly.

Figure 8: The impact of the shift to green glass on consumer perceptions of vodka

Brandy Figure 9 shows that overall there was a negligible impact on consumer perceptions of brandy when bottled in green glass rather than clear, across all the factors. Again the vast majority thought that it would taste the same, but interestingly some respondents thought that it would taste better. As with whisky and vodka, those at North Cheam were more likely to think that that taste and quality are worse, but more likely to say that the green glass is more environmentally friendly.

Better The same Worse


1%

4%

22%

97%

95%

80%

74%

74%

3%

5%

19%

22%

4%

Taste

Quality

Appeal

The look of the product

Environmentally friendly packaging

4%

4%

21%

97%

96%

84%

79%

73%

3%

4%

13%

17%

7%

Taste

Quality

Appeal



Going Green 19

Figure 9: The impact of the shift to green glass on consumer perceptions of brandy

White wine Figure 10 shows that there was also a negligible impact on consumer perceptions across all factors for McGuigan Estate (Australian) Chardonnay. Interestingly white wine was the only product for which some respondents thought that the product looked better quality in green. The same variation between stores was seen for white wine as with the other products.

Figure 10: The impact of the shift to green glass on consumer perceptions of white wine

Product summary The consumer perception results for each product by factor were consistent with consumers’ view on how it would impact their purchasing decision (Table 4). Brandy and white wine performed the best with negligible impact on perceptions of taste and quality, and for vodka and whisky these impacts were minor. All products were thought to look worse and be less appealing although, for brandy in particular, the difference was slight. Strikingly there is a substantial and consistent difference between respondents at North Cheam and Hazel Grove. 7.1.5 Attitudes to the environment Overall there was a positive impact on perceptions of products packaged in glass with a higher recycled content and of Sainsbury’s for this initiative seeking to increase the recycled content of their packaging (Figure 11). Respondents were not asked on how their opinion of Australian Vintage had changed since the name would not



1%

2%

3%

19%

98%

98%

92%

87%

77%

1%

2%

6%

9%

4%

Taste

Quality

Appeal



1%

1%

3%

3%

21%

98%

98%

87%

85%

78%

2%

1%

10%

11%

1%

Taste

Quality

Appeal



Going Green 20

be meaningful to them. There is clearly a need to inform consumers that green glass has a higher recycled content and explain the benefits of this. Across the sample, females and those at North Cheam are more likely to agree with the statements in Figure 11, as are those that are aware of environmental issues.

Figure 11: Consumers’ responses to questions regarding the environmental benefits of green glass

These positive attitudes towards minimising the environmental impact of products’ packaging were mirrored in consumer perceptions of the products in green bottles after they were informed of the higher recycled content of green glass and the benefits of this. Of those that previously claimed (i.e. before they were made aware of the benefits) that the shift to green glass would negatively impact their purchasing decision (see Figure 2), on average more than a third now said that it would have no impact. The net impact on purchasing intentions is shown in Figure 12.

Figure 12: Impact of change on consumers’ purchasing decision after respondents were made aware of the environmental benefits of green glass

84%

6%

95%

1%

88%

8%

89%

4%

"It would have no impact on me ‐ I would continue to buy the same amount as I always

do"

"I would be less likely to buy" or "I would not buy" minus "I would be more likely to buy"

White wine (319)

Whisky (293)

Brandy (243)

Vodka (269)

Agree Neither agree nor disagree

Disagree

76%

61%

56%

42%

19%

30%

31%

33%

5%

9%

13%

25%

Sainsbury’s need to inform their customers that the green glass has a higher recycled content

My opinion of Sainsbury’s has improved because of this initiative to increase content of recycled glass

I am more likely to purchase products with a high recycle content in their packaging in the future

I would need further information about the packaging before I purchase products in green

glass

Going Green 21

7.1.6 Communication When asked about how the change should be communicated, half the respondents thought that this should be done at the fixture Figure 13.

Figure 13: Responses given to question of how the shift to green glass should be communicated NB: Respondents were allowed to suggest more than one method hence the total is greater than 100%. 7.2 Qualitative In addition to the four products assessed quantitatively in-store (Sainsbury’s French Brandy, Sainsbury’s Scotch Whisky, Sainsbury’s Vodka and McGuigan Estate Chardonnay), the opinions arising from the focus groups on Sainsbury’s Dry London Gin, Australian Vintage McGuigan Shiraz Rosé and Sainsbury’s Australian Shiraz Rosé (Figure 14) in green bottles, are summarised below.

Figure 14: Rosé and gin samples prepared for the focus groups

Whisky Consumers identified conventions for bottling whisky in green glass but thought that this tended to be Irish whisky rather than Scotch whisky. The colour of the product is a major factor in perceptions of taste and therefore in determining purchasing decisions. The darker colour induced by the green glass was seen as unusual, and the product perceived as lower quality. Importantly the shape of the bottle neck and the lack of foil (Figure 1) meant that consumers were presented with three apparent colours in the airspace, the neck and the main body of the bottle.

0%

1%

2%

3%

9%

13%

14%

19%

20%

48%

48%

They don't need to inform customers

None

Outdoor advert

Other

Don't know/unsure

Press advert

On product label

TV advert

Feature in supermarket magazine

Shelf strip in supermarket

Dedicated POS in store

Going Green 22

Vodka Consumers identified the iconography within the category and the convention for bottling vodka in clear glass with a red label. Major brands use this to project the key attributes of the product: clarity, purity and lack of taste. As such a green bottle was seen at odds with established category norms and may be less suitable given the impact of perceptions of taste and quality. One consumer noted that “It’s not recognisable as the product you know – [it] looks like another product”. However there was some evidence that the green bottle may increase its profile in a competitive category since consumers commented on this (see Figure 15).

Figure 15: Vodka samples at fixture

Brandy While brandy drinkers do not identify with category conventions of glass colour, they recognise that many of the premium brands appear dark. Unlike whisky, the colour of the liquid is not identified as a key factor in purchasing decisions, with label design and messaging being considered more important. A small minority thought that the green glass made the label stand out and that the darker appearance made the product look better quality, but the vast majority saw no impact on quality and taste perceptions. The dark label and foil hiding the empty neck of the bottle appears to have contributed to this positive opinion. One consumer stated that “I think you’ll find some of the really expensive brandy is darker but I just don’t look at the colour. It’s all about the brands and the labels for me”. White wine Consumers recognise that there are several shades of green glass used to bottle wine and therefore the use of an emerald green bottle in this instance was not considered unusual. Furthermore only a small minority in the focus groups claimed that the ability to see the wine’s precise colour affects their purchasing decision. The vast majority claim to use region, grape, brand and label descriptions to inform their purchasing choice. One consumer stated that “It makes no difference at all – I’ve heard of McGuigan Estate – you know them so you’d buy it”. While another stated “I buy that one all the time and I didn’t even notice”. Gin Consumers identified the convention for gin to be bottled in green glass, especially among branded products. As well as the premium quality associations, there is also an implicit positive impact on taste perceptions. As a result, perceptions of Sainsbury’s Dry London Gin were significantly improved by a shift to green glass. One consumer thought that “They should definitely do that. They’ll sell so much more.” Rosé It was found in the focus groups that rosé purchasers fall into two categories: informed wine drinkers and a group of less knowledgeable and less confident consumers. The more knowledgeable consumers tend to base their purchasing decision on the label, the region and the grape rather than the colour of the wine and are hence less concerned by the use of green glass. The less confident consumers tend to base their decision on colour since they lack confidence to make a decision based on grape, for example, a darker colour suggests a more full-bodied, red wine-like product. One consumer questioned “Is it the same wine? To me it looks stronger”, while

Going Green 23

another thought that “It looks like red wine”. Therefore while green glass may be overlooked by some rosé consumers, it may have a significant impact on those who rely on the product’s colour. Messaging Overall there was some cynicism regarding environmental initiatives with one consumer believing that “they’re just doing it to make themselves look better”. However there were also positive responses which one would expect given the data in Figure 11. One consumer noted “That’s a good idea – it makes me feel better about recycling” suggesting that there is the opportunity to educate consumers on the use of the glass they put out for recycling and closing the loop in their minds. This could offset attitudes such as “I can do my bit but it’s a drop in the ocean”. Furthermore consumers were generally unaware of the of the benefits of green versus clear glass, and thought that a shift to green glass would have a relatively small benefit and was more of a gesture. However the evidence (Figure 11) suggests that when informed, consumers are less negative and that there is a need to educate and motivate them on this issue. When told that green glass had twice the recycled content, responses included: “Double? I didn’t expect it to be that much more”; “Those figures are a lot higher than I thought”; and “Yeah, but double what? Double 1% is still only 2%”. There is also a need to use tangible examples of the environmental benefits. When asked to comment on the statement ‘In buying products that use more recycled glass in their packaging I can help reduce the CO2 emissions associated with their manufacture’, consumers said “but what does that actually mean?” and “How much of a reduction is it – what’s it equivalent to?”. Meanwhile they felt that they were already playing their part by sorting and recycling glass and other materials, therefore the shift is perceived as more of a duty on the part of industry: “it’s Sainsbury’s responsibility to reduce CO2, not mine”. Therefore retailers and brand owners should ask for their customers ‘help’ in reducing CO2 emissions. Finally retailers and brand owners should be sensitive to consumers’ perceptions of the bigger environmental picture. One consumer noted “I don’t buy as much wine as I do cooking sauces” and therefore the shift should be communicated as part of a broader sustainability programme. In terms of how the message should be communicated, the shelf edge and the front of the bottle were seen as the best opportunities. 7.3 Summary The most encouraging results from the quantitative study were for Sainsbury’s French Brandy and McGuigan Estate Chardonnay which showed a negligible impact on consumer perceptions once they were made aware of the environmental benefits. The discussion groups found that in some cases, consumers thought that the green glass actually improved the appearance of Sainsbury’s French Brandy by moving closer in appearance to higher end brands within the category. The longer foil, which obscured the empty glass in the neck of the bottle and was identified as a positive, was observed as being negative in the case of the Sainsbury’s Scotch Whisky sample. For white wine, the focus groups found that white wine consumers’ purchasing decisions are dominated by the other factors discussed above. The low scoring of Sainsbury’s Vodka in the quantitative element was found to be due to the attributes of clarity, purity and lack of taste that are sought more than the packaging by consumers of this category. Whisky’s relatively low score, despite a precedent having been set in this category, seems to have been primarily due to the gap between the liquid in the bottle and the foil. The focus group findings from gin were especially positive towards the change, and it is likely that quantitative results would support these findings given their overwhelming bias. On the other hand the results for rosé are more ambiguous. The focus groups confirmed that there is a significant amount of enthusiasm for the shift to green for environmental reasons. Consumers viewed both individual products and Sainsbury’s more positively as a result of having a recycled content in their packaging, and therefore being less environmentally damaging. The need to communicate the shift that emerged in both elements of the trial, and the lack of understanding may have accounted for some of the initial scepticism during the focus groups.

Going Green 24

8.0 Conclusions and recommendations 8.1 Conclusions The quantitative results suggest that overall there would be a minimal commercial impact due to a shift in green glass for brandy, whisky, vodka and white wine (chardonnay). Responses indicate that only 1% of brandy consumers (the best performer) and 8% of vodka consumers (the worst performer) would be less likely to buy the product in green once they have been made aware of the environmental benefits. With the exception of vodka, the qualitative results suggest that there are no significant barriers to be overcome with regard to changing consumer attitudes towards green bottles. However, with only 8% of consumers claiming that their consumption habits would be adversely affected, the quantitative results are encouraging. While all products suffered from not having labels designed especially for green bottles, the bright red vodka label attracted the most negative feedback from the focus groups. In terms of volumes, an estimated 68,000 tonnes of clear glass were used to bottle white and rosé wine in the UK in 2010 and this is growing rapidly due to an increase in bulk importation. With approximately 400,000 tonnes of green glass produced in the UK, shifting all white wine bottling in the UK to green glass could increase domestic demand for recovered green glass by over 10% on its own. The opportunity among the other products included in the quantitative trial is approximately the same again. Taken in isolation, brandy is a smaller opportunity from a volume perspective, but sends a strong message on the opportunity for darker spirits and liqueurs, especially where there are premium products in the category packaged in coloured glass. Furthermore it also emphasises the aesthetic benefits of having the foil cover the gap above the liquid. This was especially important given the negativity surrounding whisky and this issue. While none of the products scored poorly in the quantitative trial, given the comments from the focus groups it is perhaps surprising that whisky did not score better, and vodka worse, given the strong precedent set for whisky to be bottled in green glass and the complete lack of one for vodka. For whisky, the feedback from the focus groups that the bright green strip of glass between the liquid and the cap negatively impacted consumer perceptions may explain the quantitative result. This is further supported by the feedback on brandy and the practice for some whiskies currently bottled in green. Therefore whisky is almost certain to have scored higher had the foil concealed this gap. The feedback on gin from the focus groups was the most positive of all and it is unfortunate that this could not be included in the quantitative trial. It is possible that there is in fact a ‘perception benefit’ to be had from a shift to green bottles. Furthermore the volume opportunity is significant, at 30,000 tonnes. The results for rosé suggest that there is certainly an opportunity for shifting the category to green glass. Indeed a precedent has already been set by Waitrose and Marks and Spencer who use colouring in label to identify the product. However it is clear that messaging is especially important in this instance. Communication is required for all products to help consumers understand the benefits of the move from clear to green glass and the associated benefits of increased recycled content. The quantitative trial suggests that consumers view in a positive light, products and retailers/brand owners who use containers with a higher recycled content. The use of tangible examples may be beneficial, and the messaging should be on the product or on the shelf. A balance needs to be struck between sending a strong message on the benefits and over-hyping a move which consumers may find patronising. By presenting the shift as one of a number of measures to reduce the environmental impact, packaging has more credibility as it would instigate the shift across number of products rather than a single line. For example, a clearly explained initiative by a retailer to shift all its own-label wines and spirits to green glass would satisfy all of these criteria, and in doing so might deflect some of the uncertainty surrounding specific product categories such as vodka. In light of the consumer trials, the goal of shifting clear glass containers to green glass looks attainable with the opportunity to shift significantly more with suitable messaging. As well as the use of original labels and foils, it should be noted that no attempt was made to customise the shade of green glass to suit specific products. There are likely to be opportunities for producers and consortiums of producers to use green glass containers coloured in a furnace to a different shade to the standard emerald green. This might lead to improvements in consumer perception not explored in this trial. However it should be stressed that specifications should be sufficiently loose to maximise the recycled content.

Going Green 25

8.2 Recommendations and next steps

WRAP should disseminate the results of the project through its industry contacts.

The benefits of recycled glass and the higher recycled content of green glass should be clearly communicated

to consumers by retailers and brand owners;

The use of green glass bottles should be considered for all white wine by retailers and brand owners;

The use of green glass bottles should be considered for all gin or, at the very least, quantitative research

should be undertaken for this category;

For coloured spirits, there is potential to investigate whether foils should cover the gap between the product

and the cap;

The use of green glass bottles for all coloured spirits should be considered, especially where there is a

precedent in the category;

In partnership with the glass industry, retailers and brand owners should review colour specifications

generally to maximise recycled content,; and

The overall opportunity for whisky increases several fold when exports are included, even when this is limited

to blended whiskies. Therefore consumer perceptions in importing countries should be explored.

Going Green 26

Appendix 1 Literature review results and findings Product volumes British Glass production data12 was used to identify the total glass tonnages by product category (not broken down by colour).

Table 5: UK Production by end-market, 2009 (British Glass)

Product Category UK Glass Production (‘000 tonnes)

Wines & Spirits 760

Beers, Ciders & FAB's 600

Soft Drinks 215

Food 325

Pharmaceutical 25

Toiletries 1

Household 1

Exports 175

2100 According to British Glass, whisky bottles represent more than 50% of the entire wine and spirits glass packaging volume. Other spirits’ glass packaging, including that for gin, is the next largest category followed by wine. Within soft drinks, approximately 50% comes from carbonated drinks with water and adult soft drinks making up the majority of the balance. Coffee jars are the biggest source of glass packaging amongst food products representing approximately 25% of all glass food packaging. This is followed by pickles and chutneys, cook-in sauces, other sauces and jams. Together these 5 products use over 80% of all glass packaging in the food industry. Oils represent a small proportion of UK glass packaging due to the fact that most13 olive oils are either bottled in plastic or bottled at the point of production overseas. Whisky According to the Scotch Whisky Association14, the Scotch whisky industry bottled 315 million litres of pure alcohol (LPA) (see Table 6). Using their conversion factor of 0.357 LPA per 70cl bottle, this equates to 882 million bottles. A previous WRAP study15 suggests that the average weight of a 70cl bottle is 540g which means that the total volume of glass used for bottling whisky in the UK is approximately 477,000 tonnes. An additional 41 million LPA are exported in bulk format.

Table 6: Production of Scotch whisky bottled in the UK (SWA)

Bottled sales, LPA Malt Blended Total Glass (tonnes)

UK 3,254,500 25,672,900 28,927,400 43,756

Export 23,418,228 263,079,881 286,498,109 433,358

Total 26,672,728 288,752,781 315,425,509 477,114

12 British Glass (2010), volume data supplied to WRAP.

13 Based on products offered in Sainsbury’s (North Cheam) and Sainsbury’s on-line shopping, 22 February 2011.

14 The Scotch Whisky Association (2009), Statistical Report 2008, available at URL: http://www.scotch-whisky.org.uk/swa/files/Statistical%20Report%202008.pdf (accessed 4 November 2010)

15 WRAP (2009), Food and Drink Optimisation Model.

Going Green 27

According to WRAP15 the only significant blended whisky bottle in green glass is J&B Rare. From data16,17,18 it can be calculated that sales of J&B Rare were 61 million bottles in 2009. Meanwhile, the three major malt whisky brands identified by WRAP as being packaged in green are Glefiddich, Glenlivet and Laphroaig. The volume of sales of Glenlivet are disclosed by Diageo as 7.7 million bottles19. Based on the relative capacities20 of the Glenfiddich and Laphroaig distilleries, we estimate their annual sales to be 9 million bottles and 2.4 million bottles respectively. Therefore the total sales of whisky currently bottled in green glass are estimated at 80 million bottles which equates to approximately 43,000 tonnes of glass, leaving approximately 434,000 tonnes of clear glass. While this volume is a significant proportion of overall amber and clear glass use, the brands are highly fragmented and approximately 90% is exported. On a simple pro-rata basis for green packaging between domestic sales and exports, the volume of clear glass used to bottle whisky for the domestic market is approximately 40,000 tonnes. The total spirits market is 80% off-trade21, and since a breakdown by sub-category is not available we assume this ratio to apply to whisky on which basis approximately 32,000 tonnes of clear glass are used to bottle whisky for the domestic off-trade market. Gin The only significant gin brands packaged in green glass are Diageo’s Gordon’s and Tanqueray brands. Gordon’s is only packaged in green glass for the UK market. Tanqueray global sales are 44.1 million litre bottles22 which each weigh 653g15. Assuming all Tanqueray is bottled in the UK, this gives a gives a green glass tonnage of 28,800 tonnes. Recent data on the volume of Gordon’s is not available, but data from 2002 put its UK market share at 38%23 of a 23.4 million litre market24. This equates to 12.7 million 70cl bottles each weighing 561g each, giving a total green glass packaging weight for Gordon’s of 7,100 tonnes. Therefore the total volume of green glass used to package gin in the UK is estimated to be 36,000 tonnes. Total gin bottling in the UK is assumed to be for UK consumption of 23.4 million litres plus bottled exports which are 69 million litres26. Based on an average bottle weight per litre of 700g15, total gin bottling in the UK is 65,000 tonnes. Therefore the implied volume of clear glass used in gin bottling is 29,000. As with whisky it is assumed that 80% off-trade25. Other spirits

16Just Drinks (2008), UK: Diageo claims repositioning J&B was key to success, 20 March 2008, available at URL: http://www.just-drinks.com/news/diageo-claims-repositioning-jb-was-key-to-success_id93339.aspx (accessed 8 November 2010).

17 Diageo (2009), Performance Overview, available at URL: http://www.diageo.com/en-row/investor/performanceoverview/Pages/default.aspxx (accessed 8 November 2010).

18 Diageo (2010), Performance Overview, available at URL: http://www.diageo.com/en-row/investor/performanceoverview/Pages/default.aspx (accessed 8 November 2010).

19 Pernod Ricard (2010), The Glenlivet, available at URL: http://www.pernod-ricard.com/en/pages/265/pernod/Brands/Key-brands/Top14/Priority-Prestige-spirit-Champagne-Brands/The-Glenlivet.html (accessed 8 November 2010).

20 Malt Madness (2010), Distillery Data, available at URL: http://www.maltmadness.com/whisky/index.html (accessed 9 November 2010).

21 Gin & Vodka Association (2010), Personal communication, 24 November 2010.

22 Diageo (2010), Annual Report 2010, available at URL: http://www.diageo.com/Lists/Resources/Attachments/640/Diageo_AR10_full_report.pdf (accessed 11 November 2010).

23 Marketing Magazine (2002), Great British Brands- Gordon's Gin - Dating from the late 18th century, the recipe for this iconic brand is said to be the same as it was 233 years ago, 1st August 2002, available at URL: http://www.marketingmagazine.co.uk/news/154763/GREAT-BRITISH-BRANDS-Gordons-Gin---Dating-late-18thcentury-recipe-iconic-brand-itwas-233-years-ago/?DCMP=ILC-SEARCH (accessed 16 November 2010).

24 Gin & Vodka Association (2010), World Gin Industry, available at URL: http://www.ginvodka.org/factsheets/world.asp (accessed 16 November 2010).

25 Gin & Vodka Association (2010), Personal communication, 24 November 2010.

Going Green 28

The total domestic spirit market is 270 million litres25, or approximately 188 million litres excluding whisky and gin consumption. UK bottling of spirits (excluding gin and whisky) is approximately UK consumption plus bottled exports minus bottled imports. Some spirits may be imported in bulk and then exported in bottles, thus increasing the overall bottling in the UK. Since it is not possible to verify and the volumes are expected to be small, these are not included. UK trade in bottled spirits (excluding whisky and gin) is shown in Table 7. If UK consumption is 188 million litres, UK consumption of domestically bottled spirits is 104 million litres, and total UK bottling is approximately 178 million litres.

Table 7: UK trade in bottled spirits26

Product (bottled, litres) Imports Exports Brandy 11,736,226 1,288,267 Bourbon 13,188,015 3,792,183 Rum 3,140,646 2,707,172 Vodka 17,147,932 17,971,041 Liqueurs 19,134,348 27,060,313 Other 19,237,773 20,772,821 Total 83,584,940 73,591,797

A breakdown of UK consumption by product is not available. According to WRAP15, the average weight of a 70cl vodka bottle produced in the UK is 424g, and 393g for rum. Therefore we assume that the average weight of 70cl spirit bottles across all categories is 400g. On this basis the total tonnage of glass used in the bottling of spirits excluding whisky and gin is 108,000 tonnes. While there may be instances of coloured glass being used, WRAP’s data15 suggest that the main products are all packaged in clear and so the total clear to green opportunity for this category is taken as 100,000 tonnes. Bailey’s Irish Cream is likely to represent the bulk of liqueur exports (it is world’s best selling liquer27). It has annual sales of 59 million litres18 which equates to approximately 35,000 tonnes of glass. The colour is dark brown and it is not known whether this is introduced in the furnace or the forehearth, and whether it has a high recycled content. Either way, given that it is such an iconic brand and that the product is cream (see Section 0), it is ruled out as an opportunity for this study. Therefore volume of clear in this category is approximately 65,000 tonnes, of which 80% is assumed to be off-trade. Wine A 2008 WRAP study28 found that 165 million litres of wine were imported in bulk by the UK but HMRC data26 suggests that this is now approximately 350 million litres (net imports in containers exceeding 2 litres were 355 million litres). WRAP’s Packaging Optimisation Model15 gives examples of bottles used by for bottling in the UK (see Table 8).

26 HMRC (2010), UK Trade Info, available at URL: https://www.uktradeinfo.com/index.cfm?task=Home (accessed 9 November 2010).

27 Baileys (2010), Product and Company Information, available at URL: http://www.the-baileys-lounge.baileys.com/en-gb/Product-and-Company-Information.aspx (accessed 1/12/10).

28 WRAP (2008), The economic impact of importing bulk wine, prepared by Oakdene Hollins, November 2008.

Going Green 29

Table 8: Examples of bottles produced in the UK Brand owner Brand Origin Colour

Weight (g)

Constellation Echo Falls Chardonnay (75cl) California Clear 338

Constellation Echo Falls Merlot (75cl) California Green 339

First Cape First Cape - Cape Red (75cl) South Africa Green 365

Constellation Kumala Cape Classic South African White (75cl) South Africa Clear 406

Constellation Kumala Cape Classic South African Red (75cl) South Africa Green 337

Average 357 Based on an average weight of 357g, there are approximately 167,000 tonnes of glass used to package imported wine in the UK. According to the English Wine Producers Association, 2.2 million bottles of wine were produced in the UK. This equates to an additional 800 to 1,000 tonnes of glass packaging. Approximately 50% of UK bottling uses clear glass29, therefore the tonnage of clear glass is estimated to be approximately 83,000 tonnes. The total market for wine (i.e. bottled in the UK and bottled imports) is 82% off trade25. Beer, cider and other fizzy alcoholic beverages Green is already the predominant colour used to bottle lager and beer15, the exceptions being Budweiser and San Miguel which are bottled in amber, and ales bottled in amber and clear. The total volume of beer bottles produced is approximately 460,000 tonnes. The ale market is relatively fragmented and so shifting a meaningful volume of sales to green glass from clear or amber will be difficult. For example, Newcastle Brown Ale which sells approximately 10 million litres per annum30 uses approximately 6,000 tonnes of glass. This is a small fraction of the overall glass volumes used in beer bottles. Meanwhile Green King sell approximately 8 million bottles31 annually across all their brands which equates to under 2,500 tonnes of glass. In the absence of data we assume that there are 100,000 tonnes of clear or amber beer bottles produced in the UK and that 80% of these are sold via the off-trade. By brand, the cider market is split 40% Strongbow, 9% Magners and 8% Bulmers 8%32. By channel it is split 40% on-trade, 60% off-trade. On-trade is 70% draft, 30% bottle with the off-trade dominated by PET and cans with glass making up approximately 15%. Therefore the percentage of the total cider packaged in glass is estimated to be around 20%, but Magners is bottled in Ireland and so only 11% is bottled in the UK. The total cider market in 2008 was 8.5 million hectolitres according to the National Association of Cider makers. If the average weight of cider bottles in the UK is 645g per litre15, the total weight of bottles is estimated at 60,000 tonnes. There is no data available on the proportion of clear or amber glass used but it is estimated to be at least 75% (8% of 11%) or 45,000 tonnes, since Bulmers is bottled in amber. We assume that 15% of this sold via the off-trade which equates to 7,000 tonnes. Other fizzy alcoholic beverages are a significant opportunity representing approximately 15% of the glass packaging in this category which equates to 90,000 tonnes, all of which is assumed to be flint. However the off-trade market is relatively small with Bacardi Breezers one of the few products stocked by Sainsbury’s. Therefore we conservatively assume that 95% is sold via the on-trade which equates to 4000 tonnes of clear glass.

29 WRAP (2010), Glassrite Wine Phase II, Project code MSG026, June 2010.

30 The Times (2009), Heineken shifts Newcastle Brown Ale Production, 13 October 2009, avvailable at URL: http://business.timesonline.co.uk/tol/business/industry_sectors/consumer_goods/article6872745.ece (accessed 3/12/10).

31 Green King, Personal communication, 13 December 2010.

32 Magners UK (2010), Personal communication cited A.C. Nielsen Marketing Research, 18 November 2010.

Going Green 30

Soft Drinks Although glass packaging of soft drinks is significant, it is estimated by Oakdene Hollins that most of this is for the on-trade in the form of mixers or bottles of water. Some niche products are packaged in glass in supermarkets such as Belvoir and Bottlegreen cordials, Appletiser and Schloer. Bottlegreen are of particular interest since they package in both green and clear, and their comments regarding the choice of packaging are presented below. We assume that 90% of this category is bottled in clear which equates to 193,000 tonnes, but that 95% of this is sold via the on-trade. Therefore only 10,000 tonnes of flint glass are used to bottle products destined for the off-trade. Food Of the total 311,000 tonnes of glass packaging used to package food (Table 5), the top 5 categories represent 80% of the volume. However within these product categories there is significant fragmentation. In an average sized Sainsbury’s33 there are over 15 brands of cook-in sauces plus Sainsbury’s own brand products. Furthermore a number of products are sold under each brand and each have different packaging requirements. Another example of the fragmentation of the foodstuffs market is the volume of sales for a single major product such as Branston Pickle. 28 million jars are sold annually34, and weigh either 218g or 258g depending on the product size. This equates to approximately 6000 tonnes of glass, or 0.3% of all glass packaging used in the UK. Instant coffee is the largest use of glass containers within the food sector, with a total container volume of approximately 70,000 tonnes12, all of which is clear. Other These product categories have not been considered due to their size, fragmentation and appropriateness for a UK supermarket trial. Product suitability for green glass A previous WRAP study35 explored consumer acceptance of Sainsbury’s products in containers made from different shades of green glass produced from mixed glass cullet. The 116 survey participants were asked questions relating to one of the two shades to quantitatively assess consumer perception of the trial products, and focus groups were then held to gain a greater understanding of this data. The products were then assessed against 10 factors such as ‘quality’ and ‘appetising’. The trial products were white wine (chardonnay and pinot bianco), rosé, gin, whisky, strawberry jam, mayonnaise, and a tomato-based pasta sauce. The quantitative results showed that participants were on average indifferent as to whether the packaging was clear or green for all products except mayonnaise which scored poorly against all factors except ‘attention’; the focus group comments highlighted the problem with putting a white or creamy product in green glass. Comments on the other products explained the inconclusive results of the quantitative trial as there were both positive and negative views on the products in each colour of glass. Drink White wine is an obvious candidate since most white wines are already bottled in green, including higher-end products such as Appellation d'Origine Contrôlée (AOC) Burgundy wines from France. However there is a significant variation in the shade of green wine bottles, from the softer and lighter greens typically used for packaging white wines, to darker greens typically used for red wine. While there is a precedent for bottling rosé in green glass (Marks and Spencer and Waitrose), the inconclusive nature of the earlier WRAP trial suggests that this should be tested more thoroughly. There are also existing examples of whisky and gin in green glass, including higher-end brands; so both stand a good chance of success notwithstanding the inconclusive results of the previous trial. Vodka is less clear since there is no precedent and green glass packaging may be associated with other spirits. There is high consumer acceptance of lager beer in green glass, and a precedent for cider bottled in this format, but limited evidence of ales marketed in green bottles. One exception is St Peter’s Brewery.

33 Based on products offered in Sainsbury’s (Aylesbury), 9 November 2010.

34 Crosse and Blackwell (2010), About Branston

35 WRAP (2009), Assessing the demand for glass containers with maximum recycled content, project code MSG029-005, September 2009.

Going Green 31

There are numerous examples of soft drinks bottled in green glass. Highland Spring bottle some of their sparkling water in green glass (as do Perrier of France and San Pellegrino of Italy), while Appletiser bottle their carbonated apple juice is green glass and Bottlegreen their cordials. Bottlegreen commented36 that since some of their products are colourless, bottling them in green improves their appearance. However they also noted that their pink products (elderflower and pomegranate, and cranberry and orange) appear blue in green glass hence they are packaged in clear. Therefore the opportunity for shifting fruit juices or cordials from clear to green may depend on the specific product. Another major soft drinks manufacturer had a similar view to Bottlegreen in that although they are considering moving some of their clear packaging to green glass, the shade of green would have to be lighter than the standard furnace green which makes their red drinks appear black. It also makes their orange-coloured drinks unappealing. Therefore to shift to green they have to partner with other beverage companies to generate enough demand to run an entire furnace in that lighter colour. Food As with drinks, a product’s colour is critical in determining its suitability for packaging in green glass. The previous study28 highlighted the problem with lighter coloured contents such as mayonnaise and this was confirmed by a major food manufacturer who has conducted their own internal trials. They found that while their chilli con carne looked satisfactory, creamy sauces looked fluorescent green and therefore unappealing. They also found that for longer life products, once some product had been consumed, the green brand at the top of the container was unattractive. From a production point of view, they stated that all containers for a brand should be the same colour. This is to:

gain the economies of scale in container procurement

avoid having to constantly change the set-up of production lines which would be required if the colour of the

container was being changed. This would be time consuming and therefore costly, especially at a time of full

capacity.

remove problems associated with variation in demand across sauce types which would create

surpluses/deficits in containers of different colours since although there is variation in demand between

different types of sauce, overall demand is relatively stable.

There is no precedent for using green glass for coffee jars and no comment was forthcoming from industry although as noted below there is a move away from glass to refill pouches. International experience Foreign industry associations as well as wine and spirit producers were contacted to establish whether there was any international experience that could add to that of the UK. Seven foreign industry associations37 were contacted and Going Green trial was explained to them. None of them were aware of similar consumer trials having been conducted by themselves or their members. A report by Intangible Business38 was used to identify the world’s leading wine and spirit producers. Table 9 shows the leading wine brands according to their methodology which was based on market share, sales growth and brand awareness.

36 Bottlegreen (2010), Personal communication, 16 November 2010.

37 Glass Packaging Institute, Federation de l'industrie du Verre, National Association of American Wineries, the Australian Wine and Brandy Corporation, South Australian Wine Industry Association, New Zealand Wine and Bundesverband Glasindustrie e.V.

38 Intangible Business (2010), The Power 100 – The World’s Most Powerful Spiits & Wine Brands

Going Green 32

Table 9: Leading wine brands according to Intangible Business’ index

Rank Brand Owner Country

of Origin

1 Gallo Gallo USA

2 Concha y Toro Concha y Toro Chile

3 Robert Mondavi Constellation USA

4 Yellowtail Casella Wines Australia

5 Hardy’s Constellation USA

6 Beringer Fosters USA

7 Jacobs’s Creek Pernod Ricard Australia

8 Sutter Home Trinchero Family Estates USA

9 Lindmans Fosters Australia

10 Blossom Hill Diageo USA

11 Torres Wine Torres Spain

12 Kendall Jackson Brown-Forman USA

13 Wolf Blass Fosters Australia

14 Inglenook The Wine Group USA

15 Penfolds Fosters Australia

Not all brands were able to comment on whether they had conducted consumer trials similar to those conducted in this project. Material Substitution The waste hierarchy dictates than packaging reduction should come before recycling39. As well as reduction in resource use in production, and waste creation at the end of the product’s life, light-weighting and volume efficiency reduces the energy used in transportation. In some instances, such as with cooking sauces, packaging reduction also allows single portions of a product to be sold thus minimising product waste40. This report does not explore the life cycle impacts of different packaging materials but has identified those products currently packaged in clear glass for which there is a shift underway for packaging in different materials:

Britvic offers its J2O range in a PET bottle41

Kenco42 and Nescafe43, two of the leading instant coffee producers offer their products in refill pouches

A review of products stocked by Sainsbury’s33 shows that Bertolli the world’s number one olive oil44 is bottled

in PET in the UK

Numerous cooking sauces are packaged in pouches including Dolmio Express range45.

39 WRAP (2009), Efficient use of resources in hot drinks packaging design, Project code: RSC003-008, December 2009.

40 WRAP (2010), Helping consumers reduce food waste – a retail survey, Project code RBC820-001, May 2010.

41 Packaging News (2010), Constar brings PET to J2O drink, 1 October 2006, available at URL: PET bottle for its (accessed 1/12/10).

42 Kenco (2010), Eco Refill, available at URL: http://www.kenco.co.uk/kenco2/page?siteid=kenco2-prd&locale=uken1&PagecRef=633 (accessed 2/12/10).

43 Riley, L. (2010), Refill pouches unveiled as Nescafe does a Kenco, The Grocer, 18 September 2010.

44 Grupo SOS (2010), Bertolli, available at URL: http://www.gruposos.com/web/uk/areas/bertolli.asp (accessed 1/12/10).

45 Dolmio (2010), Products – Dolmio Express, available at URL: http://www.dolmio.co.uk/productdetails.aspx?categoryid=b893180f-ed3f-46e5-bfa6-08e79f65a3bd (accessed 1/12/10).

Going Green 33

Appendix 2 Quantitative questionnaire

WRAP – WINE AND SPIRITS

INTERVIEWS TO TAKE PLACE IN THE SPIRIT AND WINE AISLES

Questionnaire #: ____________________________________________________

Respondent Name: ___________________________________________________________

Address: ___________________________________________________________

City/Town: _______________________ County: ________________

Telephone Number: _______________________ Post code: ________________

Date of interview: ___________________________________________________________

Location: ___________________________________________________________

Start time: ____________ Finish time ________________ Length of interview ______________

“I hereby certify that this interview was conducted according to the instructions given, and that the answers recorded are as given to me by this respondent, who was previously unknown to me. This interview has been conducted in accordance with Rules and guidelines of the Market Research Society, and I understand that a proportion of my work will be back-checked with the respondent for verification.” Interviewer’s Name: ____________________________ Interviewer number: ____________

Interviewer’s Signature:

STORE North Cheam Hazel Grove

1 2

SAMPLE (QTB asked to each respondent. Code 2) OL Vodka OL Whisky OL Brandy McGuigan Estate Chardonnay 75cl

1 2 3 4

QUOTAS (QTA) Primary Sainsbury’s shopper Secondary Sainsbury’s shopper

1 2

AGE Under 18 18-24 25-34 35-44 45-54 55-64 Over 64

CLOSE 1 2 3 4 5 6

SEX Male Female

1 2

MARITAL STATUS Single Married / cohabiting Divorced / separated Widowed

1 2 3 4

CHIEF INCOME EARNER’S OCCUPATION INDUSTRY? QUALIFICATIONS? # PEOPLE RESPONSIBLE FOR?

WORK STATUS Full time (30+ hrs pw) Part time (8 – 30 hrs pw) Not employed Student Unemployed Retired

1 2 3 4 5 6

SOCIAL GRADE A B C1 C2 D E

1 2 3 4 5 6

Going Green 34

CODE DATE & TIME OF INTERVIEW:

DAY TIME OF DAY Monday 1 12pm – 2pm 1 Tuesday 2 2pm – 5pm 2 Wednesday 3 5pm – 8pm 3 Thursday 4 After 8pm 4 Friday 5 Saturday 6 Sunday 7

PLEASE ENSURE YOU SPEAK TO A SPREAD OF SHOPPER TYPES

Going Green 35

SCREENER INTRODUCTION FOR F2F Good morning/ afternoon/ evening. My name is........... from rdsi, an independent market research agency. We are carrying out a survey on the wines and spirits here in Sainsbury’s and are interested in your opinion. Would you be willing to participate in this survey? IF ASKED It will take around 10-15 minutes

ASK ALL. SHOWCARD A OCC We are looking for people who work in certain occupations. Do you or any of your immediate family work in any of these fields or occupations? RANDOMISE EXCEPT EXCLUSIVE NONE. MULTICODE

Banking 1 Sale or Manufacture of chocolate or confectionery 2

Sale or Manufacture of tobacco products 3 Restaurants/ bars/ pubs/ clubs 4

Sale or manufacture of glass products 5 CLOSE Sale or manufacture of beers, wines or spirits 6 CLOSE

Marketing / Market research 7 CLOSE Public relations / Advertising / Media 8 CLOSE

Journalism 9 CLOSE Teaching 10

None of these 11

ASK ALL

Q1 Have you or any members of your household participated in any market research projects related to wines and spirits in the past 3 months?

SINGLE CODE

Yes 1 CLOSE No 2

CODE FOR ALL SEX Please code gender. SINGLE CODE

Male 1 Female 2

ASK ALL – SHOWCARD B AGE Which of the following age bands do you fall into? SINGLE CODE

Under 18 1 CLOSE 18 - 24 2 25 – 34 3 35 – 44 4 45 – 54 5 55 – 64 6

65+ 7

Going Green 36

ASK ALL – SHOWCARD C

Q2 Which of the following supermarkets would you consider to be your main supermarket i.e. the one you use most often for general grocery shopping?

SINGLE CODE

ASK ALL Q3 Which of the following supermarkets do you also use for general grocery shopping? MULTI-CODE

Q2 Main

SINGLE CODE Q3 Others

MULTICODE ASDA 1 1

Aldi 2 2 Co-op/Co-operative 3 3

Iceland 4 4 Marks & Spencer 5 5

Morrisons 6 6 Sainsbury’s 7 7

Somerfield 8 8 Tesco 9 9

Waitrose 10 10 Other discount stores, e.g. Lidl, Netto 11 11

Convenience stores, e.g. Budgens, Spar 12 12 Other 13 13

HIDDEN QUESTION QTA Code primary or secondary shopper depending on Q2 and Q3 above.

Sainsbury’s primary shopper 1 CODE 7 AT Q2 Sainsbury’s secondary shopper 2 CODE 7 AT Q3

Going Green 37

SPIRIT AND WINE PURCHASING ASK ALL – SHOWCARD D

Q4 a) Which, if any, of these ‘Sainsbury’s own label’ spirits have you purchased in the last six months?

b) FOR ALL THOSE PURCHASED: Roughly how many bottles of this own label spirit have you

purchased from Sainsbury’s in the last 6 months?

a)

Last 6 months CODE ALL THAT APPLY

b) Number of bottles

WRITE IN

Brandy 1 ? Vodka 2 ?

Whisky 3 ?

None of these 4 Don’t know 5

ASK ALL – SHOWCARD E

Q5 a) Which, of any, of these wines have you purchased in the last 6 months? THE PRODUCT IN BOLD IS THE ONE WE ARE INTERESTED IN.

b) FOR ALL THOSE PURCHASED: Roughly how many bottles of these wines have you purchased from Sainsbury’s in the last 6 months?

a)

Last 6 months CODE ALL THAT APPLY

b) Number of bottles

WRITE IN

White wine - MCGUIGAN ESTATE CHARDONNAY 1 ? Rose wine - MCGUIGAN ESTATE SHIRAZ ROSE 2 ?

Red wine - MCGUIGAN ESTATE SHIRAZ 3 ?

None of these 4 Don’t know 5

Going Green 38

QTB a) Circle the spirits and wines where at least two bottles have been purchased in the last 6

months using Q4b and Q5b above. ONLY CONTINE WITH THE QUESTIONNAIRE IF TWO OR MORE SPIRITS AND/OR WINES SATISFY THESE CRITERIA b) If two or more are circled, randomly select two to continue the survey with, preferably one spirit and one wine type. PLEASE PRIORITISE WHITE WINE PRODUCT

a)

Meet criteria CODE ALL THAT APPLY

b) Selected to continue

the interview CODE 2 MAX

Vodka 1 1 Whisky 2 2 Brandy 3 3

White wine - MCGUIGAN ESTATE CHARDONNAY 4 4 None of these 5 5 - CLOSE

Only one selected, so interview closed 6 - CLOSE

QTC Interviewer, please confirm below which is product one and which is product two for this survey.

NB - This must be filled in so we can identify which products this questionnaire relates to

Product One Product Two

Vodka 1 1 Whisky 2 2 Brandy 3 3

White wine 4 4

Going Green 39

SECTION A ASK ALL

Q6 a) What is important to you when you are choosing which bottle of <product one – please say> to buy?

(Please circle below to confirm product one)?

Vodka 1 Brandy 2 Whisky 3 Wine 4

WRITE IN SPONTANEOUS RESPONSES, AND THEN CODE BELOW

ASK ALL b) What else is important? READ OUT OPTIONS NOT MENTIONED BELOW AND MULTICODE ASK ALL c) Which is the most important factor? SINGLE CODE

a) Spontaneous

CODE ALL THAT APPLY

b) Prompted CODE ALL

THAT APPLY

c) Most importantSINGLE CODE

Price 1 1 1

Product quality 2 2 2

Brand 3 3 3

Packaging recycled content 4 4 4

Colour of the glass 5 5 5

Label design 6 6 6

Recommended product 7 7 7

Alcohol content 8 8 8

Liquid volume 9 9 9

Promotion 10 10 10

Taste 11 11 11

Grape variety (wine only) 12 12 12

Country of origin (wine only) 13 13 13

Other (please specify)

_____________________ 14 14 14

Going Green 40

ASK ALL Q7 a) What is important to you when you are choosing which bottle of <product two – please

say> to buy? (please circle below to confirm product two)?


WRITE IN SPONTANEOUS RESPONSES, AND THEN CODE BELOW

ASK ALL b) What else is important? READ OUT OPTIONS NOT MENTIONED BELOW AND MULTICODE ASK ALL c) Which is the most important factor? SINGLE CODE

a) Spontaneous

CODE ALL THAT APPLY

b) Prompted CODE ALL

THAT APPLY

c) Most importantSINGLE CODE

Price 1 1 1

Product quality 2 2 2

Brand 3 3 3

Packaging recycled content 4 4 4

Colour of the glass 5 5 5

Label design 6 6 6

Recommended product 7 7 7

Alcohol content 8 8 8

Liquid volume 9 9 9

Promotion 10 10 10

Taste 11 11 11

Grape variety (wine only) 12 12 12

Country of origin (wine only) 13 13 13

Other (please specify)

_____________________ 14 14 14

Going Green 41

ASK ALL – USE SHOWCARD D AGAIN FOR RELEVANT PRODUCTS

Q8 Looking at these products, how would you rate each on a scale of 1 to 10, with 10 being the highest and 1 being the lowest? ROTATE THE ORDER (a-d) THAT THESE ARE READ OUT. SINGLE CODE EACH ROW.

A. Product One (please circle to confirm) Vodka Brandy Whisky Wine

1 2 3 4 Lowest rating Highest rating

a) Taste 1 2 3 4 5 6 7 8 9 10

b) Quality 1 2 3 4 5 6 7 8 9 10

c) Appeal 1 2 3 4 5 6 7 8 9 10

d) The look of the product 1 2 3 4 5 6 7 8 9 10

B. Product Two (please circle to confirm) Vodka Brandy Whisky Wine


a) Taste 1 2 3 4 5 6 7 8 9 10

b) Quality 1 2 3 4 5 6 7 8 9 10

c) Appeal 1 2 3 4 5 6 7 8 9 10

d) The look of the product 1 2 3 4 5 6 7 8 9 10

ASK ALL

Q9 Looking at the product packaging of each, how environmentally friendly do you think it is on a scale of 1 -10 where 10 is very environmentally friendly and 1 is not at all environmentally friendly? SINGLE CODE RELEVANT TO THE PRODUCTS YOU HAVE BEEN DISCUSSING

Not at all

Very

Vodka 1 2 3 4 5 6 7 8 9 10 Don’t

Know Not

Selected

Brandy 1 2 3 4 5 6 7 8 9 10 Don’t

Know Not

Selected

Whisky 1 2 3 4 5 6 7 8 9 10 Don’t

Know Not

Selected

Wine 1 2 3 4 5 6 7 8 9 10 Don’t

Know Not

Selected

ASK ALL Q10 Have you noticed any changes to the look of the products we’ve been discussing today?

SINGLE CODE

Yes 1 GO TO Q11 No 2 GO TO Q12

Going Green 42

ONLY ASK IF ASWERED YES AT Q10

Q11 What has changed? MULTICODE. DO NOT PROMPT BUT CODE ALL THAT APPLY RELEVANT TO THE PRODUCTS

YOU HAVE BEEN DISCUSSING. PLEASE CODE 7 FOR PRODUCTS THAT YOU HAVE NOT DISCUSSED.

Vodka

A

Brandy

B

Whisky

C

Wine

D The bottle is now green 1 1 1 1

The bottle is a different colour 2 2 2 2 It looks different 3 3 3 3

The bottle is made from recycled glass 4 4 4 4 Don’t know 5 5 5 5

Other (write in)_________________________

____________________________________

6 6 6 6

Product not asked about 7 7 7 7

Going Green 43

INSTRUCTION: POINT OUT THE GREEN GLASS VERSION OF EACH PRODUCT TO THE RESPONDENT. IF THEY HAVEN’T NOTICED THE COLOUR CHANGE ALREADY, READ OUT: The bottle colour has now changed of these products as they used to be clear. READ OUT TO ALL: The following questions relate to this product.

ASK ALL Q12 How likely or unlikely would you be to buy these two products from Sainsbury’s?

SINGLE CODE RELEVANT TO THE PRODUCTS YOU HAVE BEEN DISCUSSING. PLEASE CODE 6 FOR PRODUCTS WHICH HAVE NOT BEEN DISCUSSED.

Vodka

A

Brandy

B

Whisky

C

Wine

D Very likely 1 1 1 1

Fairly likely 2 2 2 2 Neither likely nor unlikely 3 3 3 3

Fairly unlikely 4 4 4 4 Very unlikely 5 5 5 5

Product not discussed 6 6 6 6 ASK ALL Q13 Which of the following best describes the effect of changing the bottle colour of each of these

products? READ OUT. SINGLE CODE RELEVANT PRODUCTS. PLEASE CODE 5 FOR PRODUCTS NOT DISCUSSED.

Vodka A

Brandy B

Whisky C

Wine D

It would have no impact on me – I would continue to buy the same amount as I always do 1 1 1 1

It would have some impact – I would be less likely to buy this product in the future 2 2 2 2

It would have some impact – I would be more likely to buy this product in the future 3 3 3 3

It would have a big impact – I would not buy this product in the future 4 4 4 4

Product not discussed 5 5 5 5 ASK ALL Q14a Why do you say that?

PRODUCT A WRITE REASON(S) IN THE BOX BELOW AND TICK WHICH PRODUCT THIS RELATES TO


More likely 1

Going Green 44

ASK ALL Q14b Why do you say that?

PRODUCT B WRITE REASON(S) IN THE BOX BELOW AND TICK WHICH PRODUCT THIS RELATES TO


More likely 1

ASK ALL

Q15 Looking at these products, how would you rate them on a scale of 1 to 10, with 10 being the highest and 1 being the lowest.

ROTATE THE ORDER (a-d) THAT THESE ARE READ OUT. SINGLE CODE EACH ROW.

A. Product One (please circle to confirm) Vodka Brandy Whisky Wine


a) Taste 1 2 3 4 5 6 7 8 9 10

b) Quality 1 2 3 4 5 6 7 8 9 10

c) Appeal 1 2 3 4 5 6 7 8 9 10

The look of the product 1 2 3 4 5 6 7 8 9 10

Going Green 45

B. Product Two (please circle to confirm) Vodka Brandy Whisky Wine


a) Taste 1 2 3 4 5 6 7 8 9 10

b) Quality 1 2 3 4 5 6 7 8 9 10

c) Appeal 1 2 3 4 5 6 7 8 9 10

The look of the product 1 2 3 4 5 6 7 8 9 10

ASK ALL Q16 Looking at the product packaging of each, how environmentally friendly do you think it is on a

scale of 1 -10 where 10 is very environmentally friendly and 1 is not at all environmentally friendly?

SINGLE CODE RELEVANT TO THE PRODUCTS YOU HAVE BEEN DISCUSSING. CODE NOT SELECTED FOR OTHERS.

Not at all Very

Vodka 1 2 3 4 5 6 7 8 9 10

Don’t

Know

Not Selected

b) Brandy 1 2 3 4 5 6 7 8 9 10 Don’t

Know

Not Selected

c) Whisky 1 2 3 4 5 6 7 8 9 10 Don’t

Know

Not Selected

d) Wine 1 2 3 4 5 6 7 8 9 10 Don’t

Know

Not Selected

Going Green 46

ASK ALL Q17 I would now like you to think about how these products compare with what you could previously buy.

For each, please tell me if you think the product in the green glass is better, worse or the same.

SINGLE CODE EACH ROW – PLEASE CODE ACCORDING TO PRODUCTS BEING DISCUSSED

(i) VODKA Better Worse Same a) Taste 1 2 3

a) Quality 1 2 3

b) Appeal 1 2 3

c) The look of the product 1 2 3

d) Environmentally friendly packaging 1 2 3

(ii) BRANDY Better Worse Same a) Taste 1 2 3

a) Quality 1 2 3

b) Appeal 1 2 3



(iii) WHISKY Better Worse Same a) Taste 1 2 3

a) Quality 1 2 3

b) Appeal 1 2 3



(iv) WINE Better Worse Same a) Taste 1 2 3

a) Quality 1 2 3

b) Appeal 1 2 3



Going Green 47

Environmental aspect INTERVIEWER TO READ OUT: SAINSBURY’S ARE WORKING IN PARTNERSHIP WITH THEIR SUPPLIERS TO MINIMISE THE EFFECTS ON THE ENVIRONMENT. AS SUCH, THEY ARE LOOKING AT INTRODUCING MORE RECYCLED GLASS WITHIN THE PACKAGING OF SOME OF THEIR PRODUCTS. GREEN GLASS HAS A RECYCLED CONTENT TYPICALLY TWICE AS MUCH AS CLEAR GLASS HENCE THE CHANGE IN COLOUR FROM COLOURLESS TO GREEN GLASS IN THE PRODUCTS YOU HAVE SEEN TODAY.

ASK ALL Q18 Knowing this, how likely or unlikely would you be to purchase the two products we have been discussing

in green glass bottles in the future? ONLY ASK FOR THE TWO PRODUCTS SELECTED. CODE ‘PRODUCT NOT SELECTED’ FOR THE REMAINING PRODUCTS.

Very likely

Fairly likely

Neither likely nor unlikely Unlikely Very unlikely

Product not

selected

a) Vodka 1 2 3 4 5 6 b) Brandy 1 2 3 4 5 6 c) Whisky 1 2 3 4 5 6

d) White wine 1 2 3 4 5 6

ASK ALL

Q19 How much do you agree or disagree with the following statements on a scale of 1-5 where 5 means you strongly agree and 1 means you strongly disagree? SINGLE CODE EACH ROW, ROTATE ORDER

Strongly Disagree

Slightly Disagree Neither Slightly

Agree Strongly Agree

a) Sainsbury’s need to inform their customers that the green glass has a higher recycled content 1 2 3 4 5

b) My opinion of Sainsbury’s has improved because of this initiative to increase content of recycled glass 1 2 3 4 5

c) I am more likely to purchase products with a high recycle content in their packaging in the future 1 2 3 4 5

d) I would need further information about the packaging before I purchase products in green glass 1 2 3 4 5

Going Green 48

ASK ALL Q20 What is the best way in which Sainsbury’s could inform customers why the bottles of certain

products have changed colour? MULTI CODE - UNPROMPTED

On product label 1 Shelf strip in supermarket 2

Dedicated POS in store 3 Feature in supermarket magazine 4

Press advert 5 TV advert 6

Outdoor advert 7 They don’t need to inform customers 8

Don’t know/unsure 9

Other (please specify)_____________________________ 10

ASK ALL – SHOWCARD F

Q21 Which of the following statements best applies to the way you feel about environmental issues? SINGLE CODE

I feel very strongly about environmental issues. I actively campaign or work professionally in this field. 1

I am very aware and concerned about environmental issues and they do have an impact on my behaviour. For example I try and use energy efficient

appliances and buy locally sourced/environmentally friendly products. 2

I know the environment is an important issue and want to do my bit to help, but I can find it difficult to know what I should be doing, so I’ve not made any

major changes to my behaviour. 3

If I’m honest, on a day to day basis I’m not really thinking or acting green. It’s had little impact on my behaviour. 4

There’s nothing I can do about it 5

Going Green 49

Closing demographics READ OUT:

TXT Finally, I have just a couple of questions about you, which we only need to ensure that we have a good representation of different types of people in our survey.

ASK ALL

WS Which of the following best describes your working status? SINGLE CODE

Work full-time (31or more hours per week) 1 Work part-time (between 9-30 hrs per week) 2

Student/ in full time education 3 Unemployed (and claiming unemployment benefit) 4

Full time housewife/husband 5 Retired 6

Prefer not to say 7

ASK ALL HH How many people in your household are… (including yourself)?

NUMERIC RESPONSE PER ROW WRITE IN

Children aged 0-4 Children aged 5-9

Children aged 10-15 Male adults (16+)

Female adults (16+) ASK ALL

LA Which of the following best describes your living arrangements? SINGLE CODE

Own home – own outright 1 Own home but still have mortgage 2

Renting from council 3 Private rental 4

Living with parents/ relatives in their home 5 Other 6

Prefer not to say 7

ASK ALL HI And finally, what is your annual household income, before tax?

SINGLE CODE Under £20,000 1

Between £20,000 and £30,999 2 Between £31,000 and £40,999 3 Between £41,000 and £50,999 4 Between £51,000 and £60,999 5

£61,000 or more 6 Prefer not to say 7

Thank & Close

Going Green 50

SHOWCARD A - OCCUPATION

Banking 1

Sale or Manufacture of chocolate or confectionery 2

Sale or Manufacture of tobacco products 3

Restaurants/ bars/ pubs/ clubs 4

Sale or manufacture of glass products e.g. wine or spirits 5

Sale or manufacture of beers, wines or spirits 6

Marketing / Market research 7

Public relations / Advertising / Media 8

Journalism 9

Teaching 10

None of these 11

Going Green 51

SHOW CARD B – AGE BAND

Under 18 1

18 - 24 2

25 – 34 3

35 – 44 4

45 – 54 5

55 – 64 6

65+ 7

Going Green 52

SHOW CARD C - SUPERMARKETS USED

ASDA 1 Aldi 2

Co-op/Co-operative 3 Iceland 4

Marks & Spencer 5 Morrisons 6

Sainsbury’s 7 Somerfield 8

Tesco 9 Waitrose 10

Other discount stores, e.g. Lidl, Netto 11 Convenience stores, e.g. Budgens, Spar 12

Other 13

Going Green 53

SHOWCARD D – SPIRITS

1. SAINSBURY'S FRENCH BRANDY, 3 YEAR OLD, 70CL

2. SAINSBURY’S VODKA 70cl

3. SAINSBURY’S BLENDED WHISKY 70CL

Going Green 54

SHOWCARD E – WINES

1. MCGUIGAN ESTATE CHARDONNAY 75CL

2. MCGUIGAN ESTATE SHIRAZ ROSÉ 75CL

3. MCGUIGAN ESTATE LIMESTONE SHIRAZ 75CL

Going Green 55

SHOWCARD F – VIEWS ON RECYCLING

I feel very strongly about environmental issues. I actively campaign or work professionally in this field.

1

I am very aware and concerned about environmental issues and they do have an impact on my behaviour. For example I try and use energy efficient appliances and buy locally sourced/environmentally friendly

products.

2

I know the environment is an important issue and want to do my bit to help, but I can find it difficult to know what I should be doing, so I’ve not

made any major changes to my behaviour. 3

If I’m honest, on a day to day basis I’m not really thinking or acting green. It’s had little impact on my behaviour.

4

There’s nothing I can do about it 5

Going Green 56

Appendix 3 Timetable of interviews by store Date* North Cheam, interviewer times and sample number Hazel Grove, interviewer times and sample number

Vodka Whisky Brandy Wine Total Vodka Whisky Brandy Wine Total Wed 9th Feb 12 - 6pm 4 9 5 4 22 12 - 6pm 8 4 2 8 22 Thurs 10th Feb 12 - 6pm 1 3 0 2 6 12 - 6 pm 6 4 4 4 18 Thurs 10th Feb 2 - 8pm 3 3 7 3 16 2 - 8pm 3 4 5 4 16 Fri 11th Feb 12 - 6pm 4 5 3 8 20 12 - 6pm 5 5 5 10 25 Fri 11th Feb 2 - 8pm 0 0 0 0 0 2 - 8pm 6 8 6 7 27 Sat 12th Feb 12 - 6pm 6 5 1 3 15 12 - 6pm 5 4 3 8 20 Sat 12th Feb 2 - 8pm 9 6 2 6 23 2 - 8pm 5 8 6 5 24 Sun 13th Feb 10 - 4pm 4 5 2 5 16 10 - 4pm 4 3 3 4 14 Sun 13th Feb 10 - 4pm 5 2 0 7 14 - - - - - - Mon 14th Feb 12 - 6pm 2 4 7 4 17 12 - 6pm 8 5 5 10 28 Tues 15th Feb 2 - 8pm 10 6 7 9 32 12 - 6pm 5 6 5 8 24 Tues 15th Feb - - - - - - 1 - 7pm 6 6 6 6 24 Wed 16th Feb 12 - 6pm 1 4 1 10 16 12 - 6pm 7 9 6 10 32 Wed 16th Feb 2 - 8pm 6 4 6 7 23 - - - - - - Thurs 17th Feb 2 - 8pm 5 8 5 12 30 12 - 6pm 6 10 10 6 32 Fri 18th Feb 12 - 6pm 5 5 4 12 26 2 - 8pm 7 7 8 10 32 Fri 18th Feb 2 - 8pm 10 8 5 15 38 12 - 6pm 9 9 7 7 32 Fri 18th Feb 12 - 6pm 8 9 6 11 34 - - - - - - Sat 19th Feb 12 - 6pm 8 5 2 15 30 12 - 6pm 8 6 6 12 32 Sat 19th Feb 2 - 8pm 4 8 5 7 24 2 - 8pm 6 10 6 10 32 Sun 20th Feb 10 - 4pm 6 3 6 7 22 10 - 4pm 8 9 10 0 27 Sun 20th Feb 12 - 6pm 3 6 1 7 17 10 - 4pm 8 9 9 0 26 Monday 21st 2 - 8pm 6 5 5 0 16 - - - - - - Monday 21st 12 - 6pm 4 13 9 0 26 - - - - - - Tues 22nd Feb 12 - 6pm 7 9 6 0 22 2 - 8pm 8 10 12 0 30 Weds 23rd Feb 12 - 6pm 0 3 4 0 7 2 - 8pm 3 0 8 0 11 * Each date represents a single interviewer; hence there are multiple lines for the same day in most instances.

Going Green 57

Appendix 4 Focus group recruitment questionnaire

FIELD INITIATIVES DURKAN HOUSE, 155 EAST BARNET ROAD, NEW BARNET, HERTS, EN4 8QZ

TEL: 020 8449 6404 FAX: 020 8449 8132 PROJECT NAME: WRAP

JOB NUMBER: 015315 (009606)

Date of Interview/Group:

Time of Interview/Group:

Attended Interview/Group:

Group NO:

RECRUITMENT QUESTIONNAIRE

NAME:

ADDRESS:

POSTCODE:

Mobile:

Home: (incl. STD code)

OCCUPATION OF RESPONDENT/CHIEF WAGE EARNER: (Probe for skills, responsibilities etc.) TITLE:

BUSINESS/INDUSTRY:

QUALIFICATIONS:

NO OF PERSONS RESPONSIBLE FOR: SOCIAL GRADE: (PLEASE CIRCLE) B C1 C2 D -TO FALL OUT NATURALLY

INTERVIEW DECLARATION: I have carried out an interview within the Market Research Code of Conduct. The respondent is not a relative or friend of mine. Interviewers Signature: ____________________Date: __________________

We are carrying out a market research survey and are looking for people representing various occupations. I need to ask you a few questions to establish if you are amongst the type of people we need to talk to.

Going Green 58

Q1. Firstly, do you or any members of your family or close friends work in any of the following occupations, either now or in the past?

YES NO Advertising 1 1 Design 2 2 Journalism 3 3 Market Research 4 4 Marketing 5 5 Public Relations 6 6 Anyone connected to supermarkets 7 7 Any retailers, wholesalers, manufactures of alcohol 8 8

IF YES TO ANY OF THE ABOVE - CLOSE INTERVIEW

Q2a. Have you ever attended a Market Research group, depth or session?

Yes 1

Go to Q2b No 2

Go to Q2d

Q2b. What was the discussion about?

IF ON A SIMILAR SUBJECT AS THIS SURVEY - CLOSE INTERVIEW

Q2c. How long ago did you attend a Market Research group, depth or session?

In the last 6 months 1

Close interview Between 6 – 12 months 2

Over 12 months+ 3

Q2d. How many sessions would you say you have attended in the last 2 years?

3 or more 1 Close interview

Less than 3 2 Continue

Q2e. Would you be willing to be re-contacted in the future for this project specifically?

Yes 1 No 2

TO COMPLY WITH THE DATA PROTECTION ACT

Q3a. Gender (do not ask but code)

Male 1 Female 2

Going Green 59

GROUPS 1 4 5 8 9 12 All to be female GROUPS 2 3 6 7 10 11 All to be male

Q3b. Please can you tell me your age? WRITE IN

ALL GROUPS No quota set – record for information

Q3c. Are you currently either:

Living at home with parents 1 (Close)

Living on your own

2

Living with friends

3

Cohabiting/married without children

4

Cohabiting/married with child/ren WRITE IN KIDS AGED

5

Cohabiting/married with children at home aged 18+ years

6

Cohabiting/married and children have left home 7

ALL GROUPS No quota set – to fall out - record for information

Q4. Looking at these statements, can you tell me which one best applies to you?

I am solely responsible for the food shopping in our household

1

I am jointly responsible for the food shopping in our household

2

Someone else is solely responsible for the food shopping in our household

3 CLOSE

ALL GROUPS All to be either solely or jointly responsible for their household good shopping

Going Green 60

Q5. Which of the following supermarkets, if any, do you:

A) Shop in most often and spend the most money in nowadays? (primary) B) Shop in occasionally/use for top up shopping nowadays? (secondary) C) Never shop in/choose not to shop in nowadays?

A B C M&S (food department) 1 1 1 Morrison’s 2 2 2 Asda 3 3 3 Co-op 4 4 4 Aldi 5 5 5 Sainsburys 6 6 6 Lidl 7 7 7 Somerfield 8 8 8 Tesco 9 9 9 Waitrose 10 10 10 Other, please specify 11 11 11

ALL GROUPS

In each group, half to be Sainsbury’s primary shoppers and half to be Sainsbury’s secondary shoppers

Primary shop destination of secondary shoppers to fall out

Q6. Do you drink alcohol at home?

Yes 1 No 2

Close

All Groups All to drink alcohol at home

Q7a. Which of the following alcoholic drinks do you purchase to drink at home?

Beer/lager 1 Wine 2

Go to Q7c Spirits 3

Go to Q7b None of these 4

GROUPS 1 – 8 All to purchase spirits to drink at home (can be buying other as well)

GROUPS 9 – 12 All to purchase wine to drink at home (can be buying others as well)

Going Green 61

Q7b. ASK FOR GROUPS 1 – 8 OTHERS GO TO Q7C

Can you tell me which types of spirits you purchase for drink at home nowadays?

DARK SPIRITS Brandy 1 Cognac 2 Whisky (i.e. Scotch) 3 Whiskey (i.e. Irish, Bourbon) 4 Sherry 5 Port 6 Rum 7 WHITE SPIRITS Vodka 8 Gin 9 White rum 10 LIQUEURS Baileys 11 Tia Maria 12 Other Spirits used for shots (Tequila, Sambucca, Jagermeister)

13

Other Spirits and cocktail ingredients (Martini, Archers, Malibu, Archers, Pimms)

14

GROUPS 1 – 4 All to purchase vodka AND gin for home consumption GROUPS 5 – 8 All to purchase brandy AND whisky (Scotch, code 3) for home consumption

Q7c. ASK FOR GROUPS 9 – 12 And is that either

Red 1 White 2 Rose 3

GROUPS 9 – 12 All to purchase white AND rose wine for home consumption

Q8. ASK ALL Thinking of the <whisky, brandy, vodka, gin, wine> read out for relevant group from quotas at Q7a, please can you tell me the size of the bottle(s) that you tend to purchase? Use showcard

VODKA/GIN 35cl 1 50cl 2 70cl 3 1 litre 4 WHISKY/BRANDY 35cl 5 50cl 6 70cl 7 1 litre 8 WINE 35cl 9 75cl 10

Going Green 62

GROUPS 1 – 4 All to buy 70cl/1 litre bottles of vodka AND gin GROUPS 5 – 8 All to buy 70cl/1 litre bottles of whisky AND brandy GROUPS 9 – 12 All to buy 75cl bottles of wine

Q9. ASK FOR GROUPS 1 – 8 – OTHERS GO TO Q10 Which one of the following statements best reflects your drinking habits? Read out relevant drink as quota

I enjoy a nightcap of <whisky, brandy, vodka, gin> most evenings

1

I have a drink or two of <whisky, brandy, vodka, gin> at the weekend

2

I only really tend to drink <whisky, brandy, vodka, gin> on special occasions

3

GROUPS 1 – 8 Please ensure that all typologies are represented within each group – now go to Q11

Q10. ASK FOR GROUPS 9 – 12 Which one of the following statements best reflects your drinking habits with regards to wine?

I enjoy a glass of wine most evenings with dinner

1

I have a glass or two of wine at the weekends 2 I only really tend to drink wine on special occasions

3

GROUPS 9 – 12 Please ensure that all typologies are represented within each group – now go to Q12

Q11. ASK FOR GROUPS 1 – 8 – USE SHOWCARD When buying your <whisky, brandy, vodka, gin> read out relevant quota, please can you tell me which statement best applies to you?

I always buy branded spirits (eg Bells, Smirnoff etc) and would never consider buying own label spirits

1 CLOSE

I always buy branded spirits (eg Bells, Smirnoff etc) however I would consider buying own label spirits in the future

2

I usually buy own label spirits but can be swayed to buy brands on occasion by prices and promotions

3

I always buy store own label spirits 4

GROUPS 1 – 8 At least 3 to be current OL purchasers of the relevant product (e.g. OL whisky and

brandy, OL vodka and gin, as relevant to the group), agreeing they are the products I always buy (code 4)

At least 3 to be current OL purchasers of the relevant product (e.g. OL whisky and brandy, OL vodka and gin, as relevant to the group), agreeing they buy OL most of the time, but can be swayed to be brands on occasion by prices and promotions (code 3)

Going Green 63

No more than 2 to be non purchasers but non rejecters of the products relevant to the group (code 2)

NOW GO TO Q14

Q12a. ASK FOR GROUPS 9 – 12 Which of the following wines, would you consider buying and drinking in the future?

Shiraz 1 Merlot 2 Pinot Grigio 3 Chardonnay 4

Continue Sauvignon Blanc 5 None of these 6

Q12b. And would you consider buying and drinking an Australian Chardonnay? Yes 1

Continue No 2

Close Don’t know 3

Close GROUPS 9 – 12 All to be open to buying and drinking an Australian Chardonnay

Q13. ASK FOR GROUPS 9 – 12 SHOW PHOTO PROMPT

Looking at the photograph of this bottle of wine, please can you tell me if you have ever bought this wine in the past? Use showcard

Yes I have bought McGuigan Estate wine in the past 1

No I have never bought McGuigan Estate wine in the past

2

GROUPS 9 – 12

At least 4 in each group to have bought McGuigan Estate wine in the past No more than 1 in each group to not have bought McGuigan Estate wine in the past

Q14. ASK ALL

Do you, or any members of your household, currently work for OR actively campaigns in any of the following areas? Animal Welfare 1 Organic foods 2 Food miles 3 Local produce 4 Fairtrade 5 None of these 6 ALL GROUPS Screen out anybody who actively campaigns (or has members of their household) or works professionally in any of the above areas

Going Green 64

Q15. ASK FOR GROUPS 1 3 5 7 9 11 – OTHERS GO TO Q16

From the following statements, please can you tell me which ones you agree or disagree with? Read out list, rotate start AGREE DISAGREE Packaging plays a role in my decision making when I buy things

1 1

Ingredients are the most important factor I take into account when buying food and drink

2 2

I recycle household waste 3 3 I can sometimes be influenced by attractive packaging

4 4

I sometimes or often look for products that have limited packaging

5 5

I look for low prices when buying food and drink as I work to a grocery budget

6 6

Pack size is a factor I take into account when I buy things

7 7

I sometimes or often look for products that have recycled packaging

8 8

I look for high prices when I buy food and drink as a quality reassurance

9 9

Pack size and shape is important to me when I buy things

10 10

I sometimes or often look for products that have recyclable packaging

11 11

All respondents are to agree with one or more of the SHADED statements above Q16. ASK FOR GROUPS 2 4 6 8 10 12

From the following statements, please can you tell me which ones you agree or disagree with? Read out list, rotate start AGREE DISAGREE When I buy things, other factors are more important to me than packaging

1 1

Ingredients are the most important factor I take into account when buying food and drink

2 2

I do not recycle household waste 3 3 I can sometimes be influenced by attractive packaging

4 4

I rarely or never look for products that have limited packaging

5 5

I look for low prices when buying food and drink as I work to a grocery budget

6 6

Pack size is a factor I take into account when I buy things

7 7

I rarely or never look for products that have recycled packaging

8 8

I look for high prices when I buy food and drink as a quality reassurance

9 9

Pack size and shape is important to me when I buy things

10 10

I rarely or never look for products that have recyclable packaging

11 11

All respondents are to agree with one or more of the SHADED statements above

Going Green 65

12 x 2 hour groups

No. Gender Lifestage

Product consumption habits

Attitude to environmental initiatives

Location

1 Female

To fall out All to be vodka

AND gin consumers

More aware / concerned Hazel Grove, Stockport

2

Male

Less aware / concerned

3 More aware / concerned North Cheam, Surrey

4 Female Less aware / concerned

5 Female

To fall out

All to be brandy AND

whisky consumers


6

Male




9 Female

To fall out

All to be white AND

rose wine consumers


10

Male




Going Green 66

Appendix 5 Discussion guide Introductions and warm up (10 mins)

• Moderator introductions and explanations of the format and purpose of the session • Respondent introductions

• Name, age, household, employment • Hobbies and interests • Ice breaker question: what’s your favourite tipple to drink at home?

Explore drinks consumption (15 mins)

• Establish repertoire of alcoholic drinks bought for consumption in the home • Establish where vodka / whisky / gin / wine fits within the repertoire, prompting where necessary on:

• When bought / consumed • Why product chosen for that usage / occasion / recipient • Where typically bought from and why • How often bought / drunk • Formats / sizes typically bought and why • The role of brands vs. OL

• Explore the decision process • Describe the last time you bought <product>, what did you choose and why? • Flipchart capture of factors influencing choice, prompting where necessary on:

• Brand, Price, Size / format, Availability, Product type, On pack information, Product appearance, Packaging

• What’s the most important thing? • To what extent do you stick to a particular product / brand vs. Switching?

• Explore frequency of and drivers to switching

Mapping exercise (15 mins)

• Moderator to produce a range of existing marketplace products (not including new packaging) and gather initial impressions

• Any more / less familiar products • Perceived heroes and losers and why? • Anything they feel more or less drawn towards

• Encourage respondents to work together and talk about the individual products and the differences between them – grouping if appropriate

• What have they put together and why? • What pulls the products together? • What draws them apart? • Tell me about the look of each of the products • What about taste perceptions? • What about quality perceptions? • Which products do they feel closest to and furthest away from and why? • If not for them, what kind of person do they see the products as being for? • Listen out for, but at this stage do not prompt for any discussion around environmentally

friendly credentials at this stage

• Probe specifically on relevant products (JS Vodka, JS whisky, JS Dry London Gin, McGuigan Estate Chardonnay)

• Price • Taste • Quality • Appeal

• Moderator to remove all stimulus from view

Going Green 67

Initial response to new packaging (15 mins) • Moderator to reveal <product> in new packaging • Spontaneous reactions • Like and dislikes • Specifically, can you tell me what has changed? • Moderator to reintroduce existing packaging to help prompt if respondents are struggling • Can you tell me what the difference is? • Establish impact on price, taste, quality, brand perceptions, label • Why do you think Sainsbury’s / McGuigan Estate have done this?

• What are the benefits? • Moderator establish if environmental benefits emerge spontaneously, if not introduce explanation

stimulus • Sainsbury’s are working in partnership with their suppliers to minimise the effects

on the environment. As such, they are looking at introducing more recycled glass within the packaging of some of their products. Currently Green glass usually has a higher recycled content than clear glass.

• Initial reactions • Likes and dislikes • Gauge levels of appeal and relevance • Propensity to purchase

• By occasion • Prompt specifically on shade of green

Messaging and communications (50 mins)

• Moderator to recap and list all the factors / reasons think could be driving this initiative • Which are most and least relevant to you? • Most and least compelling to you? • Most and least motivating to you?

• Moderator to show each messaging route in turn, rotate order across the sample • Buying products in green glass is an easy way to do something good for the environment • Green glass often contains double the recycled content of clear glass • Buying products in green glass is a convenient way to do something good for the environment • I don’t have to change the products I buy, and the products themselves won’t change, but I’m

doing my bit to help • Clear glass contains on average 34% recycled glass while green glass contains on average 70% • Some wine experts believe green glass keeps certain wines fresher for longer • Products in green glass are more attractive • By buying products in green glass I can do my bit to help increase the amount of glass overall

that goes back into making new bottles • In buying products that use more recycled glass in their packaging I can help to reduce the C02

emissions associated with manufacture • Buying products with higher recycled content is one way to do our bit to sustain the

environment for generations to come

• Why do you think Sainsbury’s have done this? • What does it make you think about Sainsbury’s? • How and in what ways has this changed your opinion of Sainsbury’s? • What does it make you think about the alcoholic drinks industry? • How and in what ways has this changed your opinion of the alcoholic drinks industry? • What can Sainsbury’s / McGuigan Estate learn going forward:

• Facts / messages to shout about • Tone of voice to use • What messages should be communicated on pack and how? • What messages should be included on supporting POS at fixture? • What messages could be communicated through other channels prompting on interest in/use of

• Website • In store magazine • POS elsewhere in store • Press including ads, advertorials, etc. • Other advertising

Going Green 68

Development ideas (5 mins) • Spontaneous suggestions for use with other products

Summary and close (10 mins)

• Thinking back across everything we have discussed, if this glass were used for <product> sum up what would be the impact on perceptions of

• Quality, taste, appearance, appeal • Propensity to purchase

• Summarise which are the most appealing and motivating messages Sainsbury’s / McGuigan Estate should use to explain to people like you why they have done this

• Key overall message, specific words and phrases, tone of voice • And sum up where these messages should be

• Communication channels • Thank and close

Oakdene Hollins Ltd is registered to BS EN ISO9001:2008, certificate number 21298

This report has been prepared for WRAP by: Alastair MacGregor

Checked as a final copy by: Katie Deegan and Lesley Maddox

Reviewed by: ………………………………………………….

Date 5 April 2011

Contact: [email protected]

File reference: WRAP01 248 MSG038.doc

Printed on xx% recycled content paper

www.wrap.org.uk/goinggreen

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