2Sustain

A new report from market analyst Datamonitor identifies sustainable packaging as a growing consumer issue. In particular, the study found that over-packaged goods are a major concern for consumers worldwide.

The survey, conducted in the second half of 2008 in 15 countries across Europe, Asia Pacific, South America, and the U.S., revealed that 34% of American respondents were concerned about excessively packaged goods (slightly below the global average of 44%). Consumers in the United Kingdom were much more likely to be concerned about over-packaging (60%), followed by China (56%) and India (53%).

For many, this concern factors into purchasing choice. France (51%), Germany (45%), and Italy (46%) were the top three countries with consumers who said they would seek alternative products if the brand they were interested in had excessive packaging. 35% of the respondents from the U.S. said they would seek alternative products if their first choice was overly packaged.

Overall, 37% or respondents said packaging design had a “medium” amount of influence on their food, drink, and alcoholic beverage purchases. 14% gave packaging a “high” amount of influence, and 6% gave packaging a “very high” amount of influence. Among Americans, these numbers were 32%, 11%, and 6%, respectively.

“Sustainable packaging has the potential to become the new breakthrough consumer issue of its time, in the same way as organic food or fair-trade products a decade or so previously,” Matthew Adams, Consumer Analyst at Datamonitor and author of the report, told Manufacturers’ Monthly. “Sustainable packaging need not only be seen as a worthy environmental issue but more so as a ‘win-win situation’ where consumers, producers and the environment all reap the benefits.”

The Datamonitor survey results (registration required) echo findings from other reports published earlier this year. For example, see “Food: Consumers prioritize fresh ingredients and green packaging over taste and convenience” and  “More evidence of trend toward sustainable packaging.” However, I am particularly intrigued with this study’s findings regarding overpackaging. Isn’t it utterly ridiculous to buy a 4? toy or electronic gadget ensconced in a 20×20? plastic package?  Wal-Mart’s package scorecard project is focused on rewarding suppliers who reduce packaging, and other retailers are behind –though catching on. As Adams says, there are “win-win”s here as reducing packaging can save significant fuel during shipping as weight is decreased, etc.

Obviously, packaging is essential. It’s used to protect, distribute, and display product, and it has impact throughout the value chain. The crucial point is that we need to find ways to optimize packaging performance while minimizing the risks of supply chain inefficiencies and maximizing benefits to a company’s overall sustainability plan.