The results of a new survey on consumer perception of packaging show that trust in the German collection and recycling system for paper and cardboard packaging has reached new highs. At 87 per cent, this trust is currently higher than for glass packaging (84 per cent).
Despite ongoing global problems, German consumers continue to push for sustainable packaging solutions. As part of a survey carried out on behalf of Pro Carton, more than 5,000 European consumers, including 1,000 from Germany, were asked about their opinion on sustainable packaging solutions. Attitude towards the environment and their perception of packaging interviewed. The survey covered climate change as well as global problems such as war, immigration and the cost of living crisis.
Given the high number of refugees in the country, the threat of war is understandably the biggest concern for German consumers (66 per cent), followed by climate change (64 per cent) and inflation (62 per cent). These concerns motivate Germans, as well as other Europeans, Setting course for a more sustainable future. In terms of future actions to tackle climate change, German consumers see planting trees (62 per cent) and recycling more (62 per cent) as the most effective ways to bring about change, followed by increasing the use of natural renewable resources (60 per cent).
German consumers expressly want packaging solutions that take their ecological concerns into account. Ease of recycling is a major concern for Germans (70 per cent), and they are very interested in packaging made from natural, renewable materials (51 per cent), which is above the European average. This is reflected in a very clear preference for cartonboard over plastic packaging (88 per cent and 12 per cent respectively) and represents a clear commitment to renewable resources.
Consumers in Germany consistently change the brand, when they have concerns about packaging. The biggest concern is „over-packaging“ (53 per cent), closely followed by „non-recyclable packaging“ (50 per cent). German consumers continue to be very price-conscious - 51 per cent have switched to cheaper brands in order to make ends meet and save money. This is by far the highest proportion in Europe.
As in the rest of Europe, German consumers believe that retailers and brand owners are not doing enough when it comes to sustainable packaging (44 per cent). The survey shows a market opportunity for companies, who want to meet the demands of German consumers and offer natural and easily recyclable packaging options.
„Although German consumers are concerned about the current global problems, they continue to be a positive force for sustainability and recycling. German consumers trust the collection and recycling system for paper and cardboard packaging. For the first time, these are even ahead of glass packaging in the assessment. Germany leads Europe in sustainable packaging and recycling habits and is committed to environmentally friendly behaviour to promote the circular economy.“
Winfried Mühling, Director of Marketing & Communication at Pro Carton
Source: Per Carton
