The latest survey of consumer attitudes towards packaging underline a continued preference for cartons over packaging types that are based on plastics,
The survey is published by ProCarton on behalf of the European Association of Carton and Containerboard Manufacturers. This covers 15 countries, 40 mills and 50 board making machines. The survey was answered by 5,000 adults in the UK, Spain, German, France and Italy.
Even before the US and Israeli attacked Iran, the second most important concern was war, behind the cost of living, but ahead of climate change and immigration. Was many as 73% complained about shrinkflation, saying they felt cheated by activity, 39% claiming to be very concerned about the marketing tactic. The outcome is that 80% will shun a brand because of this, by looking for a better value alternative, switching brand and ceasing to buy that product at all.
Climate change is where fibre based packaging can score and an area that ProCarton highlights. Consumers want to recycle more, to use renewable materials, move towards renewable energy and plant more trees. Fewer people are prepared to travel less. Eat less meat or ditch their ICE car in favour of EVs.
The ease of recycling is a top priority for almost two out of three consumers and almost three quarters of those aged 60 or older. Only 40% want to buy products packaged with recycled materials.
There was a strong preference for cartonboard over plastic as a packaging material across the five countries, with the UK at 73% behind Spain (85%), France (87%), Germany (88%) and Italy (89%). However, the choice is secondary to seeking out value to cope with the pressures of the cost of living crisis. The majority (73%) will only choose sustainable packaging if the cost is no more than that of the alternative comparable product.
On the other hand 53% said they had switched brands away from a product using non recyclable materials while as many as 43% of Italians switched owing to excessive use of packaging.
Once switched, two-thirds of consumers will be loyal to a brand that uses sustainable and recyclable materials in its packaging.
When asked which packaging materials they felt would be recycled, paper and cartons at 87% and corrugated (86%) scored better than glass, metal, rigid and flexible plastics.
And the carbon impact of cartons is reducing. It is down 8% since 2021 says ProCarton. This is the result of investments in renewable energy and cleaning the grid of fossil fuels. The carbon footprint per tonne pf board as dropped form 929kg in 2021 to 854kg in 2024.
