The love-hate relationship between consumer and packaging

Consumers are confronted with packaging on a daily basis, such as the plastic wrapping around the sweet bell pepper, the cardboard milk carton or the glass jar containing peas. Consumers want more sustainable packaging, according to research by Panel Wizard among more than 1,000 Dutch people commissioned by ABN AMRO. 66 percent of consumers indicate that they find it important to very important that the producer of pre-packaged fruit or vegetables has opted for sustainable packaging.

Consumers willing to pay for more sustainable packaging

35 percent of those surveyed said they were willing to pay more for more sustainable packaging. However, consumers often still have difficulty recognizing sustainable packaging. In addition, consumers also find it very important that products remain hygienic and stay fresh for a long time, which is precisely what packaging guarantees.

Image problem

The research indicates that plastic has an image problem and that consumers are looking to suppliers, government and the packaging industry to solve this problem. Many consumers think that plastic is the least sustainable option, while plastic can be a better option in terms of sustainability because of low CO2 emissions during production and transport.  "It is clear that consumers need more information," says ABN AMRO. "This is a task for supermarkets, food processors and packers to be more transparent and to communicate better about the choice of a certain packaging".

Solutions

Supermarkets as well as the food industry and wholesalers are working on solutions to reduce the use of plastic packaging that cannot be recycled. In this way, we are striving for more lightweight packaging and packaging made from one type of plastic (monomaterial). Supermarket chains and their suppliers are reluctant to use compostable, bio-based plastics because they do not handle waste and because these plastics are often made from raw materials that require farmland for food production.

Click here for the full report 'Sustainable Packaging | The love-hate relationship between consumers and plastic packaging' (Dutch only)

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