Consumer perceptions of sustainable packaging
Consumers have been paying closer attention to product packaging and are increasingly considering switching to more sustainable packaging alternatives when grocery shopping. In 2023, food and beverage products had the highest likelihood of consumers purchasing sustainable packaging in the future. Food companies are investing in packaging alternatives and solutions, and it is important to address consumers preferences for different packaging. Globally, consumers ranked compostable and plant-based packaging formats as the most sustainable and aluminum foil wraps were listed as the least sustainable. Additionally, consumers are more likely to purchase products with packaging claims such as refillable/recyclable, and compostable and biodegradable.Consumers’ willingness to pay
Those who choose to make more responsible purchase choices are also willing to spend more on products that are less harmful to the environment. The percentage of people who are willing to pay a premium for sustainable packaging is growing every year. As of 2024, packaging attributes such as “made from recyclable materials” or “biodegradable” encouraged consumers the most. Over 30 percent of consumers in selected regions were willing to pay over ten percent for those attributes.Despite consumers’ intentions to supporting sustainable products, price remains the main factor when making decisions. Food products with sustainability claims are often more expensive and that has become a main barrier for shoppers. According to consumers of all ages worldwide, the biggest barrier to leading a more sustainable lifestyle is the cost that comes with it. In 2023, approximately half of surveyed millennials, Gen X, and baby boomers said sustainable products remain prohibitively expensive.
