Six in 10 would pay more for reduced plastic packaging

Written by: Maddie Ballard | Published:

Six in 10 (62%) European consumers would be willing to pay 12.5% more for food products contained in less plastic packaging.

The finding comes from a study by packaging business DS Smith, which surveyed 3,395 people across its key markets of Belgium, Germany, Poland, and the UK about their attitudes and habits around packaging, recycling and waste management.

The study revealed several encouraging trends. The majority of those surveyed (86%) said that environmental issues are the most major concern facing society today.

When offered a choice between two packaging options for the product and without a price increase, 91.5% of European consumers would choose the packaging with less plastic.

Additionally, an average of 59% said they recycled more now than they did five years ago. The UK leads the way on this at 64%. UK respondents said they felt better informed about and paid more attention to recycling.

Two-thirds (66%) of Britons say they feel sufficiently informed of the recyclability of food packaging and look for the presence of recycled materials in food packaging when shopping.

The survey revealed that media coverage and the removal of plastic bags from shops are the two main drivers for consumer awareness of packaging issues in Britain.

Chris Murray, managing director of DS Smith Packaging UK, said: “Excessive packaging and plastic packaging are a real worry for Europe’s consumers – so much so that they’re now willing to pay for less plastic in their packaging.

“Europeans have really upped their game and are sorting and recycling more than just five years ago.

“For the sake of our planet we need to create a truly circular economy where packaging is reduced to the minimum necessary, and consumer goods packaging is increasingly made from and with recyclable and recycled materials like cardboard and carton.”


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