packaging The Concious Consumer

Growing concerns around plastic packaging and its environmental impact have driven manufacturers and consumers to opt for sustainable packaging options. The conscious consumer is increasingly making decisions based on their carbon footprint and the carbon footprint of the products they buy and consume.

These concerns regarding environmentalism have driven packaging innovations, with market trends revealing that consumers pay closer attention and tend to choose products packaged in recyclable or compostable materials. New data indicated that 68 percent of consumers had chosen a product in the last six months based on its sustainability credentials.

With this drive for sustainable and circular materials, innovation within the packaging sector has grown, with several materials being innovated to meet consumer demand. Materials included within this innovation include paper, glass, and biodegradable materials like starch to soft recyclable or recycled plastics.

Insights revealed that the paper packaging market is estimated to be valued at USD

3,83,867.8 million by the end of 2023. The key factors driving growth for the material are its versatility, flexibility, and cost efficiency. The market opportunity for paper packaging is expected to expand at astonishing rates, with a predicted compound annual growth rate of 4.1 percent over the next decade.

Global companies are experimenting with paper packaging, and with the launch of 100 percent water-resistant paper packaging, the usability of the material has only grown.

Biodegradable materials such as cassava roots and cornstarch are another route manufacturers are taking to address and meet consumer concerns over the use of the sustainability and environmentalism of their product choices. From tea bags to singleuse utensils, biodegradable materials have become an appealing area of innovation, aligning with consumers' trends towards choosing products that align with their values.

Consumers have become more knowledgeable and direct in deciding which grocery items they purchase. Key trends driving these decisions are related to how brands market their products. According to several studies, consumers preferred products that had smarter waste reduction techniques, such as the removal of excessive use of multiple layers of plastic packaging wrapped around products.

Another preferred packaging feature was products designed for reusability, minimising personal waste for consumers, and with refill and return options, creating a circular economy. Studies revealed that 74 percent of consumers would be interested in buying products that come in refillable packaging.

Bio-based and biodegradable materials are areas affluent for innovation, with consumers attracted to products that can be returned to the soil and the environment without worrying about the recycling specification that needs to be followed for other materials to be considered sustainable.

Designing for longevity is another feature consumers tend towards, product packaging which can be reused and maintain quality for consumer use over their lifetime.

Not only are consumers making decisions based on the product's sustainability features, they are also willing to spend more for sustainable products.

This is particularly true for younger generations, with new data revealing that 86 percent of consumers (under 45) are willing to pay more for sustainable products and 57 percent of consumers stating they are “less likely” to buy products in harmful packaging. n