New Data Reveals Consumers Increasingly Choose Products In Sustainable Packaging Globally, Despite Rising Prices

25 April 2023

New data from Trivium Packaging shows demand for sustainable packaging products continues to grow like never before, as more consumers become environmentally conscious.

The Buying Green Report 2023 , released in conjunction with Earth Day, shows that despite significant consumer price increases due to global inflation, consumers are increasingly willing to pay more for sustainable packaging. Overall, 82% of respondents would be willing to pay more for sustainable packaging, up four points from 2022 and eight points from 2021. This shows that even when the economic situation is deteriorating, consumers attach great importance to solving environmental problems. Even greater readiness is shown by young consumers (18-24 years old) - 90% of the total.

Consumers are now thinking about the impact their purchases have on the environment, and most of them have already adopted sustainable practices into their daily lives; two-thirds of consumers consider themselves environmentally conscious. 63% of consumers are now less likely to buy products with environmentally harmful packaging, up 6 points from last year's survey. And their intentions are reflected in their actions: 71% are already reusable (and 80% are interested in purchasing reusable packaging to reduce their environmental impact), while more than halfare committed to reducing food and packaging waste.

In particular, when it comes to sustainable packaging, 71% of consumers actively choose products based on the sustainability of their packaging. Interest in buying products in sustainable packaging has increased since 2022 , especially among young consumers and people with high incomes. 59% look for recycling and sustainability information on the label, but 46% say the biggest barrier to buying was the confusing label on the packaging.

“In this area, we have a great opportunity to help consumers better understand environmental claims,” said Jenny Wassenaar , director of sustainability at Trivium Packaging. “The data in this year's Buying Green Report shows that consumers are looking for more information than ever before to better understand when it comes to sustainable packaging. Trivium's mission is not only to implement sustainability principles at all levels of our business, but also to educate consumers about what they buy and the impact of their purchase."

“The data from this year's Buying Green Report provides compelling evidence that moving to sustainable packaging is not only the right decision for the environment, but also the right decision for the business,” said Michael Mapes, CEO of Trivium Packaging . “Clearly, consumers are leading the way to achieving sustainable development in the future, and businesses should listen to them, because external factors, such as the economy, do not influence demand from buyers who are aware of the importance of environmental issues. Buyers are looking at the big picture – the survival of our planet. Consumers are moving away from harmful packaging and moving towards environmentally friendly and recyclable options such as metal packaging.”