Sustainable Packaging on the Upswing

Shoppers’ demand for products sold in sustainable containers continues to increase, new data from Trivium Packaging (Amsterdam) has found.

The company’s 2023 Buying Green Report, released in conjunction with Earth Day (April 22), shows that despite consumer prices rising substantially due to inflation, shoppers are increasingly willing to pay more for products in sustainable packaging. Specifically, 82 percent of respondents would be willing to pay more for sustainable packaging, up 4 percentage points from 2022, and 8 points since 2021, signaling that even with a worsening economic situation, the environment remains a consumer priority. Younger consumers (18 to 24-year-olds) are even more willing, at 90 percent.

Consumers now consider the impact their purchases have on the environment, and the majority already have incorporated sustainable practices in their daily lives, the study concludes. Two-thirds of consumers consider themselves environmentally aware, up six points from last year’s survey, with 63 percent saying they are now less likely to buy products with packaging that is harmful to the environment.

“The data in this year’s report presents a strong case that transitioning to sustainable packaging is not only the right decision for the environment but also the right decision for the business,” said Michael Mapes, CEO of Trivium Packaging, which supplies recyclable cans, aerosols and threaded bottles to a variety of brands. “It’s clear that consumers are paving the way for a sustainable future, and businesses need to listen – external factors like the economy don’t phase the eco-conscious demand. Buyers are looking at the big picture: the survival of our planet.”

The 2023 Buying Green Report is based on a survey of more than 9000 consumers across Europe, North America and South America.

Click here to download the full report.