Food waste reduction has driven innovation in packaging as consumers increasingly prioritise sustainability in their purchasing decisions. With sustainability emerging as a global concern for consumers, the packaging market is evolving rapidly to meet these demands.
According to Innova Market Insights, brands are leveraging on-pack claims and certifications to appeal to environmentally conscious consumers, with trust in these claims growing, especially among younger demographics. Certification plays a crucial role in validating these claims, with independent certification being highly valued by consumers.
While the use of the Upcycled Certified logo remains limited primarily to the US, more companies are seeking certification, and the use of the Upcycled Arrow logo is on the rise. Product launches featuring upcycled or rescued ingredients, though niche, are growing, particularly in the treat and beverage categories.
Consumer interest in reducing waste is driving the growth of upcycled product launches, with two-thirds of consumers willing to pay more for products designed to tackle food waste. Additionally, many consumers have taken personal actions to minimise waste in the past year, indicating a strong interest in upcycling as part of sustainability efforts.
Packaging qualities such as preserving food quality, sustainability, and enhancing shelf life are critical motivators for consumers to spend more. Consumers expect brands to contribute to environmental and social causes, with nature protection, sustainable packaging, and waste management ranking high on their priorities.
Innovation in packaging is crucial for brands looking to align with consumer preferences and contribute to a more sustainable future. By investing in planet-friendly packaging solutions and addressing consumer expectations, brands can enhance consumer buy-in and contribute to waste reduction efforts.
