The demand for sustainable packaging continues to rise in Germany. A recent study by Pro Carton, the European Association of Carton and Folding Box Manufacturers, shows that 88 percent of German consumers would prefer cardboard over plastic when choosing between the two for the same product. This preference reflects the increased awareness of the environmental impact of packaging materials.
A decisive factor for consumers' purchasing decisions is the recyclability of packaging. 64 percent of respondents stated that ease of recycling is their top priority when choosing packaging. This shows that consumers are increasingly valuing a functioning collection and recycling system. At the same time, 34 percent of consumers switched brands last year due to concerns about packaging.
Winfried Mühling, Director of Marketing & Communications at Pro Carton, emphasises that Germany has always been a market where brand promises are critically questioned. The current data clearly shows that this scrutiny is now taking place directly at the checkout.
Shrinkflation as a risk
Another issue of concern to consumers is so-called „shrinkflation“. Almost half of those surveyed (49 %) would look for better value for money if the product quantity were to decrease whilst the price remained the same. This sends a clear signal to brands that hidden price rises achieved through smaller pack sizes carry the risk of losing customers.
Age differences in consumption behaviour
The study also shows that while younger consumers are positive towards sustainable packaging, they are more sensitive to price changes. 67 percent of 18- to 29-year-olds stated they could not afford a price increase for sustainable alternatives. In contrast, older consumers are less willing to accept a deterioration in the price-performance ratio.
Trust in cardboard
Paper-based materials enjoy the highest level of consumer trust. 86 percent of respondents consider cardboard to be a highly recyclable material. In contrast, only 60 percent trust that flexible plastics are actually recycled. These figures illustrate that cardboard has now taken the leading role in consumer perception.
The results of the Study underlining that brands that do not adapt to changing consumer preferences risk economic losses. Sustainable packaging is not just a trend, but a crucial factor for customer trust and loyalty.
Source: Per Carton
