Consumers Rate Quality of Frozen Seafood
Higher Than for Other Frozen Offerings

MeadWestvaco’s Andy Luke addresses delegates attending the International Boston Seafood Show.

Ethnographic research conducted by data collectors who accompanied consumers as they shopped in retail stores shows that they associate frozen seafood with higher quality meals compared to other frozen products, reported an executive with Richmond, Virginia, USA-headquartered MeadWestvaco (MWV), in a presentation made March 14 at the International Boston Seafood Show.

As such, said Andy Luke, vice president of business development at MWV, consumers expect packaging that communicates top quality. A separate study showed that products in better looking packaging made from higher quality paperboard substrates are more likely to end up in a shopping cart, and that consumers are even willing to pay more for these products.

Researchers found that Custom Kote® paperboard, which is tear, puncture and moisture-resistant, had the least incidence of damage on freezer shelves, compared to packaging made with other materials. The also discovered that packages that were crushed, damaged or opened were more likely to be left on the shelf – even if the product inside remained intact.

The new research findings were presented as MeadWestvaco also showcased high quality, moisture-resistant paperboard packaging solutions, such as Printkote® HMR, a solid bleached sulfate paperboard designed to endure multiple freeze-thaw cycles throughout the cold chain.

Over the past year MWV commissioned a number of studies to determine both qualitative and quantitative data about consumer preferences and perceptions while shopping in the frozen foods aisle.
The company has also completed research that compares how various packaging materials withstand damage due to rigors of shelving, transport and moisture on frozen food shelves in retail stores.

“Understanding how the consumer views and interacts with packaging in the frozen foods aisle creates better, more informed packaging decisions, which, in turn, leads to better brand management for our customers,” said Luke. “We invest in this type of consumer research to help our customers make smarter choices. In a category as competitive as frozen seafood, packaging can make the difference in helping consumers connect with what they view to be a high quality product.”

MWV offers a full range of paperboards for primary and secondary frozen seafood packaging, and specializes in working with frozen food customers to create customized solutions that fit their needs. All MWV paperboards are compliant with a full range of rigorous, global food contact and safety standards including USFDA, ISEGA, CONEG, ASTM and RoHS, and all US-made MWV paperboards are made under Sustainable Forestry Initiative and PEFC Chain of Custody and Fiber Sourcing standards.