Turning consumer evidence into a stronger business case for glass.
Consumer intelligence the Glass Packaging Institute can use to influence packaging decisions, protect demand and strengthen the business case for glass.
- Research base
- 4,046U.S. adults, age 18+
- Client deliverable
- Strategic research report
- Fieldwork
- May 28–June 14, 2026
The challenge
More than favorable statistics. Evidence that moves decisions.
GPI needed a repeatable consumer measurement system to help members influence real packaging decisions, support public communications and reinforce glass as a premium, trusted choice.
The research needed to show where consumers prefer glass, how packaging influences purchases, and what happens when brands switch to plastic or cans.
What GPI needed the research to do
- Deliver credible evidence for conversations with brand partners.
- Connect glass with health, quality, trust and environmental responsibility.
- Quantify loyalty and switching risk when brands move away from glass.
- Identify priority audiences, categories and communications channels.
- Create an ongoing source of PR, thought leadership and member content.
The EcoFocus approach
Designed around the decisions GPI needed to influence.
Longitudinal tracking
Research conducted since 2010 helped GPI distinguish enduring consumer preferences from emerging shifts.
Custom GPI questions
Questions explored brand associations, switching behavior, natural and organic expectations, and the role of packaging in recent purchases.
Action-oriented analysis
Findings became audience priorities, category opportunities, ready-to-use talking points and communications recommendations.
Methodology: Nationally representative online survey of 4,046 U.S. adults age 18+, balanced to the U.S. Census. Reported margin of error: ±1.55%.
What the research revealed
Consumer preference. Commercial implications.
Chemical reassurance
59%
say glass is the only food and beverage packaging where they do not have to worry about chemicals.
Unmet demand
64%
wish more food and beverages were available in glass.
Brand-switching risk
49%
would leave a preferred brand entirely if it switched from glass to plastic.
Packaging preference
42%
of packaging-influenced shoppers were specifically looking for glass — the most sought material tested.
Source: EcoFocus Research 2026 Syndicated Study, Consumer Attitudes & Behaviors on Glass Packaging, prepared for GPI. Findings reflect consumer perceptions and stated intentions.
From findings to strategy
A clearer path from insight to action.
Lead with health
Health reasons influenced purchase decisions more consistently than environmental reasons. The report recommended leading with safety and chemical reassurance before broader sustainability language.
Make switching risk visible
Moving away from glass can expose brands to customer loss, demands for lower prices and weakened trust. Packaging decisions have consequences beyond procurement.
Target shopping behavior
Frequent organic food and functional beverage buyers emerged as especially receptive audiences. Shopping behavior proved more predictive than demographics alone.
Match the channel to the audience
Social media stood out for frequent organic and functional beverage buyers and younger consumers. Packaging and labels remained especially important among older consumers.
Built for activation
A research report built to be used.
GPI received a 73-page strategic research report. The six-page case study available here summarizes the approach, findings and value. The client report combined consumer data, trend and subgroup analysis, category implications, communications guidance and ready-to-use business language for researchers and non-research stakeholders alike.
- Nine themed chapters, from chemical safety to strategic recommendations
- Trend and generational views
- Behavior-based audience analysis
- Talking points for marketing, procurement, packaging, R&D and executives
- A full data appendix with question wording and significance testing
The value created for GPI
- Credibility
- Independent, nationally representative evidence for consumer preference, trust and purchase behavior.
- Commercial relevance
- A clear connection between consumer attitudes, switching risk, unmet demand and business decisions.
- Communications utility
- Practical language for presentations, memos, member outreach and media.
- Long-term intelligence
- A biennial framework to track change and keep member conversations current.
“EcoFocus gave us more than data. They gave us a credible, consumer-backed story that we and our members can use in conversations with brands, policymakers and the marketplace.”
President, Glass Packaging Institute
Take the full case study with you.
Explore the research approach, findings and business value in the original six-page PDF.
Turn sustainability intelligence into market advantage.
Talk with EcoFocus about the business questions you need to answer. We combine nationally representative consumer research with deep sustainability and packaging expertise to turn evidence into clear action.
Book a discovery call