Packaging Attitudes (Cont’d from Page 9)
Roughly two-thirds of consumers say sustainable packaging is at least somewhat important when making a purchase. For consumers, packaging type is a strong indicator of product sustainability, but product ingredients are ranked as the top factor when determining whether a product is sustainable. 5. About half of consumers claim to be willing to pay more for sustainable packaging, although most are willing to pay only a small premium In all categories surveyed except one (clothing), more than half of respondents at least sometimes purchase products based on the sustainability of the packaging. The highest-ranked categories are within fresh fruit, vegetables, and produce, as well as beverages. About half of U.S. consumers are will- ing to pay more for sustainable packaging: across different end-use areas, about 50 percent of con- sumers are willing to pay 1 to 3 percent more, 25 percent are willing to pay 4 to 7 percent more, and about 12 percent are willing to pay 7 to 10 percent more. In each category, 4 to 7 percent of surveyed consumers said they are willing to pay a significant- ly higher premium than 10 percent. Conversely, 5 to 8 percent of consumers surveyed across different categories said they were not willing to pay any price premium. It is encouraging to see that in each food and nonfood category surveyed there is a subset of con- sumers highly concerned about sustainability with a considerable willingness to pay a premium for green packaging. Since McKinsey & Company’s sur- vey in 2020, consumers seem to have developed a clearer view of which environmental issues are of the highest concern. Nevertheless, the survey results clearly show there is not a universal solution for packaging players— consumers today have diverse views on packaging sustainability. For example, in some of our seg- ments, consumers rank fiber packaging as the most sustainable, and in others, they rank compostable plastic film as the most sustainable. Hence, a truly granular understanding of end-user segments will be critical to win the sustainable-packaging race. Packaging players need to not only understand how consumers buy and use products, as well as how the packaging is disposed of, but also consid- er how to improve the pain points (for example, the hassle of recycling by cleaning packaging and bringing it back to the store). Such insights will be the starting point to offering sustainable packaging with a high fit for different end uses. McKinsey & Company’s recommendation is to apply an incre-
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