Analyzing Global Consumer Sentiments Towards Packaging Sustainability

The years since 2020 have been a time of upheaval for consumers and companies alike, and packaging players are no exception. A global pandemic shifted consumption patterns, many countries went through a period of high inflation, and geopolitical uncertainty continues to reshape trade flows—sometimes profoundly. How have these factors affected the choices consumers make and especially their attitudes and sentiments toward packaging?

To answer this question, in the first quarter of 2025 we launched another round of our comprehensive survey exploring consumers’ attitudes toward packaging. We have been conducting this research globally with tens of thousands of consumers since 2020, and this survey round encompasses more than 11,000 respondents from 11 countries that together represent four continents, 66 percent of global GDP, and 50 percent of the world’s population.

This survey addresses consumer preferences across product categories, packaging substrates, and sales channels, and it offers granular insights by demographic group (such as income level, geography, gender, and age) within each country, though analysis in this article is mostly presented at the country level. In addition, this survey round included a number of questions that were also used in 2020 and 2023, which allows us to look at trends over time.

Key Findings

Five key findings emerge from our survey:

1. Price and quality remain the most important product characteristics influencing consumers’ purchasing decisions.
2. Food safety and shelf life are the most important packaging characteristics influencing consumers’ purchasing decisions.
3. Recyclability is viewed as the most critical sustainability trait globally.
4. Consumers are not fully aligned in their views on which packaging materials are the most sustainable.
5. The majority of respondents claim to be willing to pay more for sustainable packaging.

Consumer Sentiments on Packaging Sustainability

Price and quality continue to be the top factors influencing consumer purchasing decisions globally. Environmental impact ranks lower, but a significant subset of consumers still consider it very important. Recyclability is viewed as the most critical sustainability trait, with limited consensus on the next most important factor.

There is variation in consumer preferences by geography and demographic group. Younger consumers and higher-income consumers generally show more willingness to pay for sustainable packaging. Understanding these nuances is crucial for companies in the packaging value chain.

Consumer Preferences for Sustainable Packaging

Consumer views on the most sustainable packaging materials vary across countries. Glass and paper rank high globally, but there are discrepancies based on recycling patterns and consumer experience with collection systems. Respondents generally prioritize recyclability as the most important factor in sustainable packaging.

There is increasing willingness among consumers to pay more for sustainable packaging, with younger and higher-income consumers leading the trend. This presents opportunities for companies to capitalize on consumer demand for sustainability.

Recommendations for Packaging Players

To stay ahead in the evolving landscape of packaging sustainability, companies in the packaging value chain should consider the following:

1. Accelerate time to market for sustainable solutions and target relevant demographic segments.
2. Enhance competitiveness on the total cost of ownership of sustainable packaging innovations.
3. Identify and collaborate with partners across the value chain to optimize sustainability efforts.

Conclusion

Consumer sentiments towards packaging sustainability are complex and evolving. While environmental concerns may rank lower than other factors for some consumers, there is a growing willingness to pay more for sustainable packaging. Packaging players need to take a data-driven, granular, and proactive approach to understand consumer preferences and drive their sustainability strategies forward.

FAQ

Q: Are consumers willing to pay more for sustainable packaging?

A: Yes, a significant subset of consumers across countries show willingness to pay more for sustainable packaging, with younger and higher-income consumers leading the trend.

Three critical questions to consider

1. How can companies accelerate time to market for sustainable solutions and target relevant demographic segments?
2. How can they increase competitiveness on the total cost of ownership of new sustainable packaging innovations?
3. How can companies find the right partners across the full value chain to streamline and optimize sustainability efforts?

These questions will form the basis of an actionable fact base for packaging suppliers to enhance their sustainability strategy roadmap.

Although sustainability concerns continue to be ranked as less important than other factors, they remain a critical industry-shaping trend for the packaging value chain. Both consumer preferences and the level of consumer understanding of sustainability packaging vary substantially by geography and demographic group. Consumer sentiments and the regulatory backdrop are also evolving quickly, but this varies by country as well. As a result, packaging producers looking to stay ahead of the game will need to take a data-driven, granular, and proactive approach to their future sustainability strategy.