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Less is more? What consumers really think about sustainable packaging - Dr Daniel Bornemann (Simon-Kucher)

Is sustainability really bought - or just applauded? Dr Daniel Bornemann from Simon-Kucher found out in a recent study. In an interview at FACHPACK 2025, he explains what consumers look for when buying packaging, what role materials and deposit systems play - and what all this means for manufacturers.

Less is more? What consumers really think about sustainable packaging - Dr Daniel Bornemann (Simon-Kucher)

Is sustainability really bought - or just applauded? Dr Daniel Bornemann from Simon-Kucher found out in a recent study. In an interview at FACHPACK 2025, he explains what consumers look for when buying packaging, what role materials and deposit systems play - and what all this means for manufacturers.

How sustainable does packaging need to be today - and how much does this actually determine purchasing behaviour? Dr Daniel Bornemann, Senior Partner at the international consulting firm Simon-Kucher, gets to the bottom of this question in a recent, representative study. The survey was conducted for the fifth time together with the market research institute YouGov - and shows a clearer picture than ever in 2025.

What is particularly striking is that two thirds of consumers now prioritise reducing the use of materials as much as possible. Avoiding packaging is therefore not just a media buzzword, but a concrete consumption criterion. At the same time, unpackaged products are becoming much more popular - a trend that poses a real challenge for manufacturers of packaging solutions.

In conversation with Dr Bornemann, we discuss key study results, surprising findings - such as the effect of the one-way deposit on milk drinks introduced at the beginning of 2024 - and the question of how much willingness to pay and ecological demands are really compatible.