Earlier this year, data from Trivium Packaging in its “2023 Buying Green Report” showed that products with sustainable packaging continue to be a priority for consumers, who are becoming ever-increasingly more environmentally minded.
The report, released in celebration of Earth Day (April 22), mentioned that, despite rising prices due to inflation, consumers still are willing to pay more for products in sustainable packaging.
“The data in this year’s Buying Green Report presents a strong case that transitioning to sustainable packaging is not only the right decision for the environment, but also the right decision for the business,” said Michael Mapes, Trivium CEO, in a statement. “It’s clear that consumers are paving the way for a sustainable future, and businesses need to listen — external factors like the economy don’t phase the eco-conscious demand. Buys are looking at the big picture: the survival of our planet. Consumers are turning away from harmful packaging and turning toward sustainable, recyclable options like metal packaging.”
Based on a survey of more than 9,000 consumers across North and South America and Europe, the report explored the values and behaviors of participants in relation to sustainable packaging.
Some key takeaways from Trivium’s report:
- 82% of consumers across age demographics showed a willingness to pay for more sustainable packaging, up 4 points from 2022 and up 8 points since 2021.
- 90% of Gen Z consumers showed a willingness to pay more for sustainable packaging.
- 71% of consumers have chosen a product in the past six months based on its sustainability credentials.
- 80% of consumers said they would be interested in buying products that come in refillable packaging to reduce their environmental impact.
Trivium’s report highlights reasons why beverage companies should lean into sustainability trends. Not only does eco-friendliness benefit the planet and appeal to consumers, but it also helps business.
In Beverage Industry’s annual Best Packages of Year feature, sustainability in one of the trends driving packaging innovations; however, beverage-makers also are showing how novelty can make a product stand out.