With the negative effects of light on the nutrients of food and drink becoming better understood and documented in the media, many manufacturers have been looking for a way to protect their products by “locking in” their goodness. Noluma has created a packaging technology that does just this by protecting food and drink products from the negative effects of light degradation. To crack the UK market, Noluma was presented with the challenge of evaluating consumer perceptions of light degradation.
Before entering the UK market, Noluma enlisted HRA Global to help them engage some of the key potential customers for their packaging technology.
We conducted 14 focus groups across the UK with a representative sample of the population so we could get under the skin of the issue and how consumers feel about the issue of light degradation and the role of light protective packaging.
We also conducted an online survey with over 1000 respondents to sense check these findings and see how attitudes differed among different consumer segments