Last Updated on August 22, 2024 by admin
Consumer appetite for sustainable products is shaping the packaging market.
Packaging now needs to be not only renewable, recyclable, or compostable, but consumers also expect clearer and more transparent recycling information, especially when dining out at cafes and restaurants. A recent independent survey of European consumers highlights these evolving expectations and shows that respondents, particularly those aged over 65, are eager to recycle packaging.
Consumers expect more from the products they purchase, and packaging is no exception. The survey, commissioned by global packaging solutions provider Huhtamaki, showed that consumers consider sustainable packaging to be important. More than one in three respondents said they would even be willing to pay a little bit extra for more sustainable packaging, and 8% would be willing to pay significantly more for a product that was packaged sustainably.
“40% of consumers surveyed had a positive response and are willing to spend more on sustainably produced or sourced goods”.
The insights from the European consumer survey align with global studies. A Nielsen IQ study found that 78% of customers value sustainability, and 43% base their purchasing decisions on the environmental impact of product packaging.
People over 65 more positive towards recycling
In addition to consumer expectations, regulatory changes are strongly shaping the future of packaging solutions, with rising recycling targets, for example across the EU. According to the European Environment Agency (EEA), the highest recycling rate in 2021 was registered for packaging, with 64 percent being recycled.
Over 80% of participants feel that they recycle enough or nearly enough. And interestingly the survey found that women are more enthusiastic recyclers than men. Traditionally, younger people are the forerunners in this area but, older people may have more time to focus on recycling, raising the question – has recycling been made easy enough?
Innovation across the value chain is key in ensuring packaging materials are not wasted, and the resource they represent is reused, at Label Craft and as part of the Asteria Group this is a key factor in our sustainable practices.
However, manufacturing recyclable packaging is not enough. By prioritising renewable sources, helping to build infrastructure for collection, working with recyclers and composters, and by participating in educating and empowering consumers, then as an industry can we succeed to ensure circularity of its packaging.
