Over 80 per cent of consumers are willing to pay more for sustainable packaging. This is the result of a recent survey on the topic of „sustainable product packaging“.
Sustainable packaging has become an important factor in the paper and packaging industry and is highly valued. However, consumers want to be better informed. The global strategy and marketing consultancy Simon-Kucher & Partners has in March 2021 Consumers on the topic Sustainable product packaging questioned. Almost three quarters of respondents stated that they value sustainable packaging. The results also show that 83 per cent are prepared to pay more for this, on average even an additional 6.5 per cent.
For consumers, packaging is particularly sustainable if it is biodegradable and made from recycled or recyclable materials. When asked about the most sustainable packaging materials, the following stand out in particular Paper/cardboard (70 per cent) and glass (62 per cent) out. Beverage cartons, plastic and cans, on the other hand, only occupy the bottom places.
Sustainable packaging: Consumers want more information
It is also clear that customers are showing an increased interest in packaging: Only eleven per cent feel sufficiently well informed about the sustainability of packaging.
„The results show that for many consumers, sustainability is primarily associated with clearly categorisable topics such as recyclability. The lack of information means that other backgrounds cannot be categorised. This The industry should urgently address the information deficit, to emphasise the sustainability of other materials and prevent misinformation.“ Dr Daniel Bornemann, Partner and expert for Paper & Packaging at Simon-Kucher & Partners
Focus on sustainability
The study also reveals that there is little difference in opinion between female and male study participants on this topic: 79 per cent of female participants attach importance to sustainable packaging, compared to 67 per cent of men. This is also the case across all age and education levels.
„The topic of sustainability has reached the centre of society and demand is high, including in relation to product packaging. The industry urgently needs to overhaul its image of the end consumer and fulfil customer wishes with more information and greater variety. The necessary willingness to pay is there, Companies should make the most of this opportunity.“ Stephanie Sparber, Director at Simon-Kucher & Partners
The representative end consumer study Sustainable product packaging was conducted as an online survey by Simon-Kucher & Partners in March 2021. 1001 consumers in Germany were asked about their attitude towards and willingness to pay for sustainable packaging.
SourceSimon-Kucher & Partners
