Today, consumers are becoming more aware of packaging, especially when it comes to criteria such as hygiene and food safety. However, the question is: when customers touch the paper packaging, do they feel the same confidence in its sustainability compared to plastic in the terms of hygiene and food safety?
Consumer Attitudes Towards Sustainable Packaging
A recent McKinsey & Company study provides valuable insights into consumer perceptions of sustainable packaging, showing that a full 75% of respondents said that hygiene and food safety were extremely or very important to their packaging preferences. Meanwhile, the appearance of the product was the least important, with only 34% citing it as a reason for shopping online.
Consumer Perceptions
However, it is important to highlight that while consumers appreciate the concept of more sustainable packaging, materials that deviate from category norms can cause hesitation. An analysis by Nielseniq in 2023 highlighted this point by showing that the thickness of a paper wrapper for a chocolate bar can be perceived as being unsustainable due to the number of materials used. Conversely, consumers are more likely to associate a product such as deodorant with sustainability if it is packaged in thin plastic.
Adopting Sustainable Practices: An Opportunity for Brands
But how can brands embrace their sustainable practices? Companies should clear up any confusion about their packaging and use graphics to communicate well with customers about their sustainable efforts, to reinforce their commitment to green practices and empower customers to make choices that align with their values.
Looking forward to the future
Consumer preferences are constantly changing, which means brands need to remain agile. This implies addressing evolving priorities such as hygiene, food safety and sustainability in packaging. By being transparent about their sustainability initiatives through packaging imagery, brands can empower consumers to make value-driven choices. Making these improvements will not only meet customer expectations, but also promote a more sustainable future for all.
