Sustainable Packaging on the Rise

LONDON—Sustainable packaging is one of a growing number of consumer issues driven by ethics, economics and environmentalism; therefore, more brands need to consider adapting their present approach to accommodate sustainable packaging, according to a new Datamonitor report.

Results of Datamonitor’s consumer survey in the second half of 2008 revealed that 39 percent of U.K. consumers said packaging design has a medium or high level of influence over their choice of food and drink products. However, of this proportion, only 9 percent said it exerted a high level of influence on their purchases. Few consumers will admit to the influence that packaging has on their decision-making process, as it is often taken for granted. However, increasing consumer concern about ecological matters means that packaging is an issue that is rising to prominence.

According to the report, all consumer packaged goods companies should continue to evaluate their packaging in order to align themselves with an emerging consumer trend. Sustainable packaging would not only benefit the environment but also manufacturers and consumers. Updating packaging can also be a more credible way to make cost savings than using methods such as “package shrink” or more accurately “portion shrink”, where a smaller amount of the product is sold at the same price.