A new research report released by Flexcon Global has found that 70 per cent of consumers choose products based on the sustainability of the packaging.

The in-depth quantitative market research report was created through a partnership with a third party innovation and product design agency to gain consumer insights on the perceptions of sustainable packaging, recyclability, and what consumers consider to be the most important aspects when considering purchasing packaged food, beverages and personal care products. 

When it comes to purchasing behavior, preference was shown to be strongly driven by ease of use, with findings showing this to be a key purchasing driver that 70 per cent of consumers are willing to pay for.

The report also exposes the most common consumer misconceptions about sustainable packaging types, emphasising the need to better educate consumers about the environmental impacts of their product choices.

Dan Riendeau, strategic business unit director for packaging, said the study’s findings offer proof that sustainability is no longer a differentiator. It’s essential for companies in the FMCG sector.

“This report is a key resource for brands in understanding the market’s expectations and perceptions of sustainability.”

The research surveyed 750 consumers in the US, the Netherlands, and the UK, across rural, suburban, and urban areas.

To further qualify the test group, these consumers recently purchased personal care, beverage, and food products.

Additionally, the research partner gathered qualitative sustainability insights from converters in the US and the UK to validate consumer perceptions.

The full findings from the research are available to download: Elevating Sustainability Beyond The Label. 

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