Research: Which packaging sustainability claims have credibility with European consumers?

ARTICLE UPDATED IN JUNE 2022

Now, more than ever before, consumers expect FMCG brands to provide more sustainable packaging alternatives. In fact, 60% of consumers are likely to switch to a brand that is more sustainable than their current brand. This highlights how vital sustainability is in maintaining trust with modern shoppers.

However, consumers are also more confused than ever about what more sustainable packaging looks like and deciphering the meaning of various sustainability logos, claims, and messages.

In 2019 and 2020, Amcor conducted research with more than 4,000 European consumers to unpack the motivations, needs and frustrations that drive consumer sustainability behaviors.

In the course of our research we found that the majority of shoppers are keen to play their part in recycling, make more sustainable choices and, in some cases, they say they are willing to pay extra to ensure they’re doing their part for the planet.

But understanding what that means varies from country to country and consumer to consumer.

In a webinar, we discussed this research in more detail with the aim of providing FMCG brands more clarity around how to create a brand experience that resonates with conscious consumers.

The webinar addressed:
● Six common sustainability personas consumers relate to,
● Which packaging sustainability claims carry the most credibility with consumers,
● How sustainability beliefs and habits vary across 5 European countries,
● How brands can focus on what consumers value most.

If you would like to read the report itself, you can download it here to find out more about the following key insights:

1. Over ⅓ of respondents are determined to make a difference.

2. What consumers say, and what they do, don’t always match up.

3. Global warming and plastic pollution compete for leading concern status.

4. Recyclable packaging is non-negotiable, while other sustainability claims are hit or miss.

5. Consumers don’t need more information - they need better information.

6. Some consumers say they will pay more for sustainable packaging.

A webinar we held in April 2022 on "How to make sustainability claims on packaging: a focus on recyclability"​, could be also of interest to you.

Would you like to stay up-to-date on the latest industry trends? Sign up to receive regular information, invitation to webinars about sustainability, regulations and other topics.

If you want to learn more about how to make your packaging more sustainable, contact us and a member of our team will be in touch to discuss your options.