Consumers' Expectation for Sustainable Packaging Grows

Sustainable packaging will not motivate purchases but it is becoming a consumer expectation, according to new research from Datamonitor.

And, it is one of a growing number of issues driven by ethics, economics and environmentalism.

Sustainable packaging is becoming a consumer expectation

“Economic imperatives, as well as possible greater regulation, mean that more brands need to consider adapting their present approach to accommodate sustainable packaging,” said Matthew Adams, consumer analyst at Datamonitor and author of the report.

While the global economic recession is having a negative impact on countries and individuals, it may result in some consumers changing their lifestyles for the better, says Datmonitor.

While recession means consumers often have to act in a more self-serving manner, many of the recession-inspired consumer behaviors could be beneficial for the environment, it says.

Recession makes everyone act more efficiently and, as fewer purchases are made, there is potentially less waste, reports Datamonitor.

Rising fuel costs have also made consumer packaged goods companies question their current practices and seek to cut costs by reducing packaging.

The results of Datamonitor’s consumer survey in the second half of 2008 show 39% of UK consumers feel packaging design has a medium or high level of influence over their choice of food and drink products.

However, only 9% felt it exerted a high level of influence on their purchases. Few consumers will admit to the influence packaging has on their decision-making process, as it is often taken for granted. But increasing consumer concern about ecological matters means packaging is rising to prominence.

Of the 15 countries surveyed by Datamonitor, the UK had the greatest proportion of survey respondents showing high levels of concern about the packaging of products in the household goods market.

This is a threat to unresponsive producers in the household goods market, says Datamonitor, and consumers may react to excessive packaging with their own proactive, pre-emptive methods.

One of the most obvious methods consumers use to bring about change is to boycott products that do not meet their requirements or expectations, report researchers.

In its 2008 survey, Datmonitor asked consumers if they have changed their buying behavior due to concerns about excessive packaging. In the UK, 40% of respondents said they seek alternative products if they believe their first choice to be packaged excessively. This is a slightly higher proportion than in the US, but behind other European countries such as France, Spain and Sweden.