At Amcor, understanding how people perceive packaging is just as important as understanding how packaging performs. That’s why we continually invest in consumer research to uncover what really matters to shoppers and how these perceptions shape purchase decisions.
These insights help us design solutions that reflect customers’ needs, elevate brands, and support more informed and more responsible choices. They also reveal new opportunities for businesses to stand out in increasingly competitive categories.
The recent soft-cheese packaging study is a strong example of how consumer learnings directly shape our innovation work. In this Q&A, Laura Delapeyronnie, Marketing Manager Dairy at Amcor, shares the key findings us through the main insights and offers a deep dive look at how the research was conducted.
1. Why did Amcor conduct a study to understand what consumers think about dairy packaging? Dairy is a fascinating category because it’s deeply traditional and highly emotional. Cheese, in particular, plays a central role in the diets of most European countries, and is enjoyed several times a week, at breakfast, brunch, picnics, aperitifs, or cheese-and-wine moments.
For our team, understanding how consumers connect with packaging in such a meaningful category is essential. Learning how people really respond to different packaging helps brands position their products more effectively in a changing market.
2. Could you share how you discover consumers' preferences?
Recently, we ran a two-day soft-cheese packaging study at Amcor’s Innovation Center Europe (AICE) in Ghent, Belgium. We conducted ten in-depth, face-to-face interviews. The goal was simple: understand what consumers truly notice and how different packaging materials shape their expectations.
What made this research powerful was the mix of expertise behind it. The Amcor Innovation Team brought design and prototyping capabilities that allowed us to test realistic concepts, not just ideas on paper. Our cheese R&D expert, Donatien Coulon, helped us focus the study on material structures and formats that cheese producers are actively evaluating today. And the Market Insight team, led by Sarah Neerkorn, ensured the setup captured genuine consumer reactions. This mix of expertise delivered insights that are both practical and forward-looking.
3. Based on that qualitative study how do shoppers view paper compared to other packaging for soft cheeses?
Consumers in our study generally had a positive perception of paper packaging. It was viewed as more natural and authentic.
Price and taste remain key purchase drivers, but the look, feel, and perceived sustainability of packaging play an increasing role in decision-making and can be a strong differentiator on the shelf.
4. Why is the emotional connection (such as authentic, crafted and from the farm) so powerful in dairy?
Cheese is rooted in tradition and nature, and packaging that reflects these cues strongly resonates with shoppers.
In our research, the genuine, handcrafted appearance of paper was the leading driver of preference. Unlike other categories where Amcor has also conducted consumer research, such as cereal bars or chocolate, where paper is valued primarily for its environmental benefits, in dairy, it conveys a sense of tradition and care.
Consumers said it feels “real” and “close to the farm,” evoking the experience of buying cheese at a local farmer’s market rather than the supermarket. That emotional link builds trust and brand loyalty.
5. How do factors like look and feel, finish, and even the sound the packaging makes influence how consumers perceive product quality?
Sensory cues play a surprisingly important role. Participants often associated glossy packaging with lower quality and poor recyclability, while matte or textured paper signalled a premium, responsible choice.
Participants commented: “For me, everything that’s too shiny looks cheap,” and, “Shiny means it’s harder to recycle.”
The sound and touch of packaging also mattered, several participants described the rustle of paper as “authentic” and “high-end.” Even typography and colour influenced how credible a brand felt. Still, some mentioned small concerns like the packaging tearing or sticking to the cheese. These don’t deter purchase but addressing them proactively can reinforce trust and satisfaction.
6. What role does clear on-pack communication play in helping consumers recycle (or not)?
It’s absolutely vital. What we know from the research is that most consumers truly want to recycle properly, but they don’t want to spend time decoding complex information. The conclusion from our conversations with consumers is that people want to do the right thing, but they don’t want to have to dig for it.
According to the Amcor Sustainability Claims Report*, 84% of European shoppers look for recycling instructions, and 72% of European consumers respond positively to paper-based packaging claims. In fact, ‘Paper packaging’ has consistently ranked in the top 4 packaging sustainability claims since 2022.
8. What paper-based packaging options are available for brands that want to switch?
Amcor offer the DairySeal™ AmFiber™ Matrix , a paper-based cheese wrap, which is recyclable and designed specifically for soft cheese. It combines improved sustainability with performance, addressing growing eco-awareness among consumers while meeting the unique needs of soft cheese opening.
DiarySeal™ AmFiber™ Matrix offers excellent product protection and reduces cheese weight loss. It delivers consistent quality, ensuring optimal moisture exchange for perfect taste and texture throughout the product’s lifecycle. Moreover, this solution is ‘easy-to-run', meaning no machine adjustments are required.
*Amcor Research, March 2024, based on 3,180 respondents in UK, France, Spain, Germany, Poland and Italy