Consumers like aluminium closure, claims report

An survey of 6,000 consumers, by IPSOS* to discover consumer preferences on wine and spirit closures claims the majority prefer an aluminium closure, over other closure options.

The study, which took place in the US and five major European markets (France, Germany, Italy, Spain and UK) was commissioned by the European aluminium closure manufacturers and suppliers who are members of the EAFA Closures Group, part of the European Aluminium Foil Association (EAFA).

Aluminium closures also scored top when the consumers were asked about their preferences for re-closing a bottle of unfinished wine for later consumption. Four out of 10 surveyed confirmed they had poured away wine from a bottle closed with a cork closure which had been tainted or gone bad.

In markets where aluminium closures have a lower market penetration there is less understanding of the convenience offered by them, says the EAFA Closures Group commissioned research. Even in these countries the majority responding accepted that aluminium closures offer a more convenient option for re-closing than corks or other types of closure.

When asked to compare their purchasing intentions of the same bottle of wine with different closures, EAFA says more than one third said they would prefer to buy wine with an aluminium closure and a quarter said the type of closure would not influence their purchase.

The IPSOS research says at present only 30% of consumers connect complete recyclability with aluminium closures. This supports the industry’s continuing efforts to more proactively promote the advantages of recycling, as already in Europe more than 40% of aluminium closures are recycled.

The survey showed that, among younger consumers and particularly women, there is a preference for aluminium closures.

As the market penetration grows across Europe and the US it is expected that the figures in favour of aluminium closures will even grow further. The EAFA Closures Group concludes this will increase pressure on the winemakers and retailers to offer greater choice in future.

*IPSOS is the world’s third largest market research company with more than 80 offices around the globe.