Some 66% of German consumers see a reduction in packaging waste as a key purchase consideration, a new study by Simon-Kucher has found.
Simon-Kucher’s Sustainable Product Packaging survey found that consumer expectations around sustainable packaging continue to play an important role, however the willingness to pay extra for such solutions is declining.
The survey of 2,031 German consumers also found that the use of recyclable, reusable and biodegradable materials are favoured by 60% of consumers.
‘Visible, simple solutions’
“Consumers want visible, simple solutions – waste avoidance is the key theme,” commented Dr. Daniel Bornemann, senior partner at Simon-Kucher.
In addition, some 63% of respondents associated sustainable packaging with positive brand perception, particularly in categories where consumers directly engage with the product, such as cosmetics or ready-to-eat meals.
“However, transparency must be accurate,” added Mark-Daniel Rentschler, senior director at Simon-Kucher. “Consumers expect comprehensible information about materials and environmental impact – ideally through labels, QR codes, or recognised certifications.”
Paying a premium
A notable takeaway from the study was that 54% of those surveyed said that they would be willing to ‘pay a premium’ for sustainable packaging, a percentage that has fallen in recent years – in 2021, this was as high as 81%, before standing at 72% in 2022, 62% in 2023 and 64% in 2024.
The average accepted premium that consumers would be willing to pay stands at 8%, with younger target groups, urban households, and higher-income groups more willing to pay above the average.
Functionality was another decisive factor, with 62% of respondents accepting changes in visual design for the sake of sustainability, however this support declined sharply if functionality is compromised. Elsewhere, three quarters (74%) of respondents approved of legal requirements to reduce unnecessary packaging.
“Those who invest now in sustainable, functional, and differentiating packaging solutions secure brand advantages – both ecologically and economically – and reduce the risk of being left behind,” Bornemann added. Read more here.
