According to a study by Simon-Kucher and YouGov, consumers continue to attach importance to sustainability when it comes to product packaging. Almost 62 per cent are also prepared to pay more. The study also shows that consumers want more information on the sustainability of packaging.
The willingness to pay remains high: 62 per cent of consumers are willing to pay more for sustainably packaged products: A product can cost up to seven per cent more if it is packaged sustainably. But: the trend is declining. „Compared to the previous year, the Proportion of consumers willing to pay more for sustainable packaging has fallen„, explains Dr Daniel Bornemann, Partner and expert for the paper and packaging industry at Simon-Kucher.
„This could be due to the fact that sustainable packaging is increasingly becoming the standard and is expected by consumers. Companies should therefore act quickly and adapt their products to meet customer expectations.“
Dr Daniel Bornemann
There are many reasons for not buying sustainably packaged products. For example, 25 per cent of respondents stated that sustainably packaged products are simply too expensive for them. Another reason is scepticism: 25 per cent do not believe the sustainability information on the packaging. 22 per cent consider the information on the packaging to be inadequate.
„There is a lot of greenwashing when it comes to sustainability. This has a negative impact on customers and arouses mistrust. Packaging companies should therefore ensure that sustainability information can be communicated coherently and completely. This makes the added value clear to consumers at first glance.“
Stephanie Sparber, Senior Director at Simon-Kucher
For 38 per cent of respondents, current economic events such as inflation or the energy crisis have no influence on their purchasing behaviour. They continue to value sustainable packaging. 27 per cent even stated that they would pay even more attention to sustainable packaging. „Regardless of external influences, which can also have an impact on their own financial situation, consumers attach great importance to sustainable packaging. Companies should capitalise on this and focus on sustainable packaging,“ Bornemann continues.
For the „Sustainable Product Packaging“ study, Simon-Kucher and YouGov surveyed more than 2,000 consumers in Germany in June 2023.
Source: Simon Kucher
