With sustainability being one of the most significant aspects taken into consideration by consumers when purchasing goods, following value, it has become increasingly critical for brands and manufacturers to capitalise on this demand to remain competitive in the market.
Sustainability, a global concern of consumers, suppliers, manufacturers, and governments, has propelled a shift in the packaging market to reduce waste where possible.
Consumers seek out products that align with their ethics and values. According to leading market research expert Innova, 39 percent of consumers said the planet's health was their leading global concern. While value remains the driving reason behind consumer purchasing decisions, the sustainability of a product can be the difference between two products of the same value, with consumers opting for the eco-conscious option.
To appeal to these consumers, brands will need to invest in sustainability to market this to the consumer with verified, on-pack claims that highlight the alignment of the product with the eco-conscious consumer.
Innova's research shows that the planet's health is becoming consumers' most important global issue, even passing human and economic health concerns. Naturally, this interest encompasses a general demand and desire for reduced waste, with two in three respondents stating they were prepared to pay more for products designed to tackle food waste.
Different qualities of packaging will motivate consumers to spend more. Innova's 2023 Packaging Survey shows that the top three packaging qualities consumers would pay more for are preserving food quality, sustainability (recyclability and reusability) and enhancing shelf life, directly supporting food waste reduction.
Consumers have excellent clarity regarding their expectations. When asked what they would most like to see brands do to help environmental or social causes, consumers list nature protection, sustainable packaging and improving waste management at 34 percent, 33 percent and 29 percent, respectively.
Packaging plays a critical role in the move to a more sustainable future. From increased certifications and claims to consumers gravitating toward (and paying more for) planet-friendly packaging, brands can benefit from greater consumer buy-in if committing to innovative packaging solutions.
