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A survey of consumers in several European countries shows that a sustainable lifestyle has become more important - this also applies to packaging and especially the topic of recycling. 58 per cent of respondents recycle more than they did 12 months ago.
Two out of three European consumers (63 per cent) are determined to make their lifestyles more sustainable, and More than half (58 per cent) of consumers put recycling at the top of their list of prioritiesto reduce the impact of climate change. Despite the current challenges for consumers, respondents in all five countries surveyed - the UK, France, Germany, Spain and Italy - agreed that a Sustainable lifestyle has become more important is. Respondents in mainland Europe were found to be more decisive in this regard than those in the UK, where just over half (57 per cent) consider a sustainable lifestyle to be more important, compared to 69 per cent in Italy, 67 per cent in Spain, 66 per cent in France and 59 per cent in Germany.
The study commissioned by Per Carton conducted surveyed over 5000 consumers about their attitudes towards the environment and their perceptions of packaging and related issues such as deforestation, transport and other global problems such as the war in Ukraine, Covid-19 and the economic crisis.
Reasons for a sustainable lifestyle
The survey found that consumers across Europe are increasingly concerned about the environmental impact of plastic packaging (55 per cent), while more than three quarters (79 per cent) say that the cost of living crisis, the war in Ukraine and the consequences of the pandemic are hindering the move towards a more sustainable lifestyle.
With regard to the More emphasis is now being placed on increased recycling in the fight against climate changewhich rose from second place in the ranking in the same survey conducted by Pro Carton in 2019 to first place in 2022. This is closely followed by planting more trees - the previous leader - and the use of more natural, renewable materials, which continues to hold third place in the list of priorities.
The environmental impact of packaging is important
In terms of the circular economy, 58 per cent of European consumers are recycling more than they were 12 months ago, while more than half (54 per cent) say that the the environmental impact of a product's packaging has become more important to them in the last 12 months. Brands that do not respond to this increased environmental awareness are also feeling the effects: One in two consumers are switching from brands or products to alternative options because of the packaging used.
From the answers regarding the decision between two different packaging formats, the Growing consumer preference for cardboard packaging to be recognised. The preference for this economically and ecologically compatible packaging medium rose from 81 per cent in 2019 to 86 per cent in the 2022 study. Consumers in Spain and Germany are even more likely to buy cardboard-packed productsThe British are behind with only 79 per cent.
Recognising the importance of the recyclability of packaging, 85 per cent of those surveyed "Convenient recycling" is the most important packaging feature. Packaging made from natural, renewable raw materials is also very popular, with 81 per cent of respondents equating this with the role of packaging in protecting the product. And: consumers are prepared to pay for these benefits. Almost three quarters (72 per cent) would pay more for the product they want if its packaging has less of a negative impact on the environment. would have. A quarter would be prepared to pay 5 to 10 per cent more, and 8 per cent could even imagine paying 10 to 20 per cent more.
Paper and cardboard are popular
Consumers in Europe also show great confidence in their knowledge of the recyclability of packaging materials. 77 per cent of consumers are confident that they know which packaging materials are recycled. can be used. At the top of the confidence scale are paper and cardboard with 82 per cent, followed by glass (80 per cent) and corrugated cardboard (78 per cent). At the lower end of the scale, only 48 per cent believe in the recyclability of plastic coffee cups and 47 per cent in that of flexible plastic packaging.
"The findings of our latest consumer survey clearly show that consumers are determined to do their bit for recycling and protecting the planet. The study highlights not only the impact of the current global crises, but also the determined attitude of consumers since the sustainability debate has come to the forefront of public interest. The results show us that consumers are willing to do their bit, but they also expect brands and manufacturers to respond to their appeal with greener packaging and recycling advice - both of which are key components of the cartonboard and carton industry's strengths. The confidence of consumers in Europe in the collection and recycling system for fibre-based packaging materials is particularly noteworthy. The high recycling rate of 82% for paper and cartonboard packaging, combined with the high resilience of the fibres used to make cartonboard, makes the material a true champion of the circular economy."
Winfried MühlingDirector of Marketing & Communication at Pro Carton
Source: Per Carton
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