Green Premium for French Fried Box Brands: Environmental Certification Increases Customer Price by 17%
Under the wave of green consumption, it has become a new trend in the industry for french fried box brands to achieve premium growth through environmental certification. According to market research, the average unit price of french fried box brands using environmentally friendly packaging has increased by 17%. This phenomenon is driven by consumers' deep recognition of sustainable value and a significant increase in their willingness to pay.
Environmental certification: the core driving force of premium
Taking the Dutch brand Paardekooper as an example, its Depa ® french fried box approved by FSC ® Certified by the Forest Management Committee, the three-layer corrugated paper structure without plastic coating not only solves the insulation and brittleness problems of French fries, but also reduces environmental burden through recyclable design. This dual upgrade of "environmental performance+functional optimization" has increased the unit price of the product by 0.5-1 yuan compared to traditional packaging, but the consumer acceptance rate is as high as 82%. Similarly, after Mr. Organic changed the rice packaging to a 100% paper solution, although the cost increased by 12%, with the positioning of "designed specifically to protect the earth", the unit price increased by 15% and the repurchase rate increased by 23%.
Consumer behavior: Environmental care determines premium space
Research shows that consumers with high levels of environmental care are 34% more willing to pay for eco-friendly packaging than ordinary consumers. Starbucks' "Green Store" certification system has achieved a 40% increase in sales and a 17% increase in average order value of bottled Starbucks Frappuccino Oat Lattes with environmental labels through measures such as 100% recycling of coffee grounds and reusable straws. This confirms the strengthening effect of the green product logo and packaging environmental attributes on purchase intention - when the packaging attributes match the green positioning of food, consumers will not lower their purchase intention due to price increases.
Industry Insights: From Cost Allocation to Value Co Creation
The premium brought by environmental certification is not simply a transfer of costs. LeShi has upgraded its formula by "reducing 50% saturated fat" and linked it with environmentally friendly packaging, achieving a dual premium of health and sustainability. After covering 300 SKUs, the single unit cost has only increased by 0.3 yuan, but the unit price has increased by 14%. This indicates that when environmental certification is deeply tied to product innovation and brand value, consumers are more willing to pay for "comprehensive green value".
In the future, with the rise of carbon prices and the deepening of consumer environmental awareness, the green premium of french fried box brands will further shift from "differentiated choices" to "mainstream standards". Enterprises need to reduce environmental costs through technological innovation and establish a transparent and trustworthy certification system in order to achieve a balance between premium growth and market popularity.
Zhejiang Dongou Printing Industry Co.,Ltd, the expert in French fried box production
