Is it worth switching to sustainable packaging?

This article is available for reading in Trade magazin 2025/2-3.

With people constantly on the move, convenient and portable packaging can be popular, just like sustainable, environmentally friendly packaging solutions. According to PwC, consumers are willing to pay up to a 10% premium for sustainable options.

New packaging instead of product innovation

Packaging is responsible for nearly 40% of global plastic waste, making it a priority for companies to introduce environmentally friendly alternatives in this area too. Sustainability, the use of innovative materials such as corrugated board or flexible plastics, and technological solutions such as QR codes not only make the environmental impact smaller, but also enhance consumer confidence, loyalty and experience. Online purchases are expected to account for more than 25% of total sales in 2025, further increasing the demand for safe, sustainable and innovative packaging solutions.

Since 2007, the number of new packagings have risen by 170 per cent

It is a revealing trend that according to Mintel research, the number of new packaging launches has increased by more than 170% since 2007! As demand for sustainability continues to grow, we will see more projects of this kind in 2025. However, sustainable packaging projects also carry a significant risk: Mintel has found that 70% of new packaging projects result in a sales loss. What is the reason for this? New packaging isn’t always convenient or practical for consumers. Brand new packaging can also disrupt the shopping process.

The new Tropicana box has proved to be huge failure

Greener, but the same?

According to research by Bamboo Brands, it is much safer to introduce new packaging if the design elements are retained but the raw material is a greener option. For instance British kitchen and household goods company Harts of Stur had previously used styrofoam (expanded polystyrene, EPS), but recently they switched to biodegradable air foam packaging made from natural materials, which is more sustainable and more cost-effective. Customers received this move very well: sales of products marketed in the new packaging grew by 10-12% already in the first few weeks. There are concept tests, focus groups and panel surveys to find out how consumers like new packaging. But there is a problem: these don’t test actual purchasing behaviour, they only measure shopper intentions, which often differ from actual behaviour.

A mere 7 per cent is willing to pay more for sustainability

According to Bamboo Brands, one of the most effective approaches is an in-store packaging test, where products in the new packaging are placed on supermarket shelves and their impact is analysed based on real purchase data. Online A/B testing also works, where the same product is offered with two different packaging designs in order to compare how they perform. Eye-camera tests and in-store observations also help to reveal how shoppers react to packaging visually. Retail sales data and loyalty programmes provide valuable insights into customer habits, while digital coupons and mobile apps can measure consumer response in real time. //