The importance of packaging sustainability

The study was conducted in five major European markets: Germany, the UK, France, Italy and Spain. The study focused on the views and attitudes of major European brand owners and retailers towards the sustainability of packaging and its importance to retailers. The most important part of the survey was a series of in-depth interviews with leading decision-makers.96 % of interviewees felt that sustainable packaging was important to their business, with just over half (52 %) saying it was either 'very important' or even 'crucial'.The most important criteria for packaging to be considered 'sustainable' are:- recyclable 29.2 %- renewable and abundant materials 19.6 %- lightest possible material 15.5 %- low environmental footprint 8.2 %)- biodegradable or compostable 5.1 %.The most important statements from brand owners and retailers:- 96 % of all respondents thought sustainable packaging was important to their business.- Recyclability is the most important factor: 81 % think it is important, 48 % think it is critical.- Recyclability, renewability and light weight are all important when it comes to sustainable packaging.- A third of respondents think sustainability is already well implemented in their business, the others think its importance is growing.- Reducing packaging weight and waste are highlighted as the most important sustainability (and cost reduction) goals.- 62 % of brand owners and retailers expect the need for sustainable packaging to grow. 62 % of brand owners and retailers expect a growing need for sustainability in packaging.- Increasing consumer awareness as well as government policy and local authorities are the main drivers of growth.- Folding cartons are seen as the most sustainable form of primary packaging.- Plastic is seen as difficult to recycle, containing unsustainable resources and potentially hazardous chemicals.The study puts folding cartons in a very favorable light, but the understanding of what makes packaging truly sustainable was not universal among all respondents. Recycling is considered more important than the use of renewable materials, but packaging is only truly sustainable if renewable resources are used. Paper-based packaging is a prime example. This fulfills both criteria (renewable and recyclable) and is therefore the best example of a packaging material that meets the requirements of a circular economy.knowledge of the key issues is obviously greatest in Germany. More respondents there recognized the importance of renewable materials than in other markets, and 90% gave cardboard higher sustainability ratings than rigid or flexible plastics.