Report finds sustainability primary driver in packaging industry

The report was created through a partnership with a third-party innovation and product design agency to gain consumer insights into sustainable packaging and recyclability perceptions. It also aimed to determine what consumers consider the most important aspects when purchasing packaged food, beverages and personal care products.

The research surveyed 750 consumers in the US, the Netherlands, and the UK, across rural, suburban and urban areas. To further qualify the test group, these consumers recently purchased personal care, beverage and food products.

Additionally, the research partner gathered qualitative sustainability insights from US and UK converters to validate consumer perceptions.

Regarding purchasing behavior, preference was shown to be strongly driven by the sustainability of the packaging, with findings showing that this is a key purchasing driver 70 percent of consumers are willing to pay for.

The report also highlights the prevalent consumer misconceptions about sustainable packaging types, underscoring the urgent need for consumer education about the environmental impacts of their product choices.

Dan Riendeau, strategic business unit director for packaging at Flexcon, said: ‘The findings of this study offer proof that sustainability is no longer a differentiator. It’s essential for companies in the FMCG sector. This report is a key resource for brands in understanding the market's expectations and perceptions of sustainability.’