New Data Reveals Preference for Sustainable Packaging Remains Strong

New data released by Trivium Packaging reveals that consumer demand for eco-friendly and sustainable product packaging has proven remarkably stable and robust throughout the societal changes that have occurred in the last several years.

  • 86% of consumers among younger generations (under age 45) showed a willingness to pay more for sustainable packaging
  • 57% of consumers are “less likely” to buy products in harmful packaging
  • 74% of consumers said they would be interested in buying products that come in refillable packaging
  • 68% of consumers have chosen a product in the last six months based on its sustainability credentials

Trivium Packaging released its 2022 Global Buying Green Report April 22, based on a survey of more than 15,000 consumers across Europe, North America, and South America on their values and behaviors related to sustainable packaging, including willingness to pay more for eco-friendly packaging, perceptions of materials, and interest in refillable packaging.

The study reveals a steady climb in younger consumers’ dedication to sustainable living.  In fact, 86% of those age 45 and under said they are willing to pay more for sustainable packaging, up from 83% comparing the same data set from Trivium’s 2021 Global Buying Green report. Consumers strengthened their commitment to sustainable packaging and continue to lead the way in rewarding brands for moving to sustainable packaging, translating their values into behaviors.

Key findings conclude that overall consumer demand for sustainable packaging remains high. This year, 70% identify as environmentally aware, up 3 percent from last year. In a new finding, 68% have chosen a product in the last six months based on its sustainability credentials. This result aligns closely with the more than two-thirds of consumers that identify as environmentally aware and demonstrates that consumers are translating awareness into action.

Meanwhile, 74% expressed interest in buying products in refillable packaging. Consumers want products in recyclable packaging, but they also recognize the value of extending the life of packaging through reuse. Refillable packaging is proving to be a versatile and valuable solution for consumer products.

Brands risk reducing their market share when they cannot meet consumer demand for sustainable packaging. Consumers are 57% less likely to buy products in packaging they consider harmful to the environment. And 44% go one step further and declared they “won’t buy” products in packaging that is harmful to the environment. Therefore, it is important for brands to share the full sustainability credentials of packaging so consumers can make informed decisions.

To download the full report and review a more detailed report specific to each region surveyed, visit www.triviumpackaging.com.

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