Interest in sustainable packaging remains high and consumers want clear communication. Certificates and seals are also relevant, according to a recent study.
Sustainability sells: Almost a third of consumers prefer products with sustainable packaging when shopping, according to the study conducted as an online survey in May/June 2021. Sustainable product packaging of the global strategy and marketing consultancy Simon-Kucher & Partners.
Packaging study also shows interest in certificates and seals
In this context, 66 per cent of consumers would like to see sustainability information directly on the packaging; 20 per cent prefer information on the supermarket shelf or in the product description in the online shop. Just under a third also favour on independent certificates and labels, where the certificate „Blue Angel„, the independent eco-label of the German government, shows the strongest impact according to the survey.
„Our last survey in March revealed that only eleven per cent of consumers feel well informed, and this knowledge gap needs to be filled. The results of the current survey make it clear that paper and packaging manufacturers need to clearly communicate the added value of their sustainable products. Preferably as directly as possible, i.e. on the packaging and at the point of sale.“ Dr Daniel Bornemann, Partner and expert for Paper & Packaging at Simon-Kucher & Partners
Great interest in production and recycling
In terms of content, various factors are of interest to consumers. Information on the Recyclability of the packaging are just as important as the specification of fair production conditions (37 per cent each). However, biodegradability (35 per cent) and material origin (29 per cent) are also important. In contrast, only a few people associate the CO2 balance with the packaging (18 per cent).
„Direct information on the packaging can make production and recycling transparent: This reduces the complexity of the issues and makes sustainability more tangible. The low relevance of the carbon footprint is surprising at first glance, but it also shows, that packaging has so far primarily been associated with waste. Production and the associated CO2 footprint are still rarely associated,“ comments Bornemann.
Sustainable packaging is particularly relevant for beverage packaging, as the study results show. The respondents have a clear preference here: Packaging types with deposit are perceived by consumers to be significantly more sustainable than packaging without a deposit, with the returnable glass bottle being the most frequently mentioned (69 per cent).
Source: Simon-Kucher & Partners
