No packaging, no problem? Potential defects of mass foodstuffs

The mass distribution model has recently been again in news, with known brands, such as Cow laughter Entering French supermarkets. Interested parties in the mass sector are trying to introduce innovations to extend and democratize the concept. But is the mass model such a clear approach to consuming in a balanced manner?

Mulk can be described as Consumer practice with lower environmental influenceBecause it requires the sale of products without packaging, plastic or unnecessary waste and the apply of reusable multiple containers by consumers. In this type of distribution, a predetermined packaging of the manufacturer becomes a past.

In this model, distributors and consumers undertake the task of self -packaging to ensure the continuity of many logistics and marketing functions, which usually fulfills the packaging. The stakeholders invaluable to this novel role in the loose sector can make mistakes or act in a way that is contrary to environmental benefits, which usually result from this practice.

Unlike the usually positive discourse on mass products, ours tests It indicates perverse and harmful effects of mass distribution. When are the interested parties left to “cope” with this novel task of product packaging, can the mass still be described as solid ecologically?

Recent approach to the packaging

The packaging has always played a key role. Performs many functions that are necessary for the distribution and consumption of the product:

• Logistics functions to preserve, protect and store the product: The packaging helps limit damage and losses, especially during transport.

• Marketing functions regarding the recognition of a product or brand that achieve characteristic colors or shapes to create attractiveness on the shelf. The packaging also has a positioning function, visually transmitting a specific range of coverage, as well as an information function, serving as a medium to transfer many key elements, such as composition, preferably before the date, etc.

• Environmental functions, such as limiting the size of the packaging and promoting some types of materials – in particular recycled and recycling materials.

On the mass market, it depends on consumers and distributors to perform these different functions in their own way: they can give them more or less importance, giving priority to some others. Unless manufacturers already offer specific packaging for their products, consumers and distributors must undertake this task together.

Assimilation or accommodation

Our test About how consumers and retailers these packaging functions used various data: 54 interviews with collective managers and shops and consumers of mass products, as well as 190 posts on Instagram and 428 photos taken in people and shops.

The study shows that there are two modes of misappropriation of packaging function:

Some consumers re -use industrial packaging, such as egg cartons and cans with detergents, due to their proven practicality. But the packaging can also reflect the identity of the owners. Some packaging is cobbled, and others are carefully chosen with an emphasis on some materials, such as wax, popular fabric in West Africa and used for reusable bags.

A weekly e-mail in English with specialist knowledge of scholars and researchers. It provides the introduction of research from the continent to the variety of research and is considering some of the key issues in front of which European countries face. Get the newsletter!

After the packaging disappears, just like the relevant information

Establishing packaging function is not always straightforward. There is a “dim side” to slack, with a possible harmful effect on health or environment and social exclusion. For example, Bulk can lead to hygiene or disinformation problems when consumers do not mean their jars correctly or apply packaging for a different purpose. For example, the apply of a glass bottle of detergent storage juices can be threatening if a household member is not aware of his content.

Mass purchases may also seem exclusive to people with less culinary education. (Specialists with high income over 50 years old They constitute 70% of all consumers of mass products.) After the packaging disappears, just like the relevant information. Some consumers actually need packaging to recognize, store and know how to cook the product. Without this information, the products can end up in the garbage!

Our study also shows the ambivalence of the so-called “environmental function” of mass purchases-the initial idea is that the mass should reduce the amount of waste generated by the packaging. In fact, this function is not always fulfilled, because many consumers buy many containers along with other items, such as labels, pens and so on to adapt them.

The priority of some consumers is not so much to apply aged packaging, but to buy novel storage containers, which are often produced in distant lands! The result is the production of huge amounts of waste – the exact opposite of the original target of mass trade.

No consumer tips

After a period of mighty growth, the mass sector passed through difficult period during the Covid-19 pandemicwhich leads to the closing of many specialized stores in France, in accordance with First weight survey and re -use. However, in supermarkets some retailers invested to make them more attractive – although in the absence of effective tips, consumers did not make them their own. Mass corrections have only become one of many other passes.

Things However, it seems to be improvedAnd innovation is growing. In France, 58% of members “Network of collective and re -use” (Collective network and re -use) reported an raise in the daily movement between January and May 2023 compared to 2022.

Distributors must adapt to changing regulations. They create that by 2030 stores worth over 400 m² He will have to devote 20% of its FMCG sales areas (rapidly moving consumer goods). In addition, mass sales officially entered the French regulations with the law of the fight against waste and the economy on circulation (Lai Lutte Contree Gaspillage et à l’économie circuulaire) Published in the French official newspaper February 11, 2020

In this context, all the more necessary and urgent support for mass stakeholders so that they can effectively accept the practice and develop it further.