New research released by McKinsey & Company (McKinsey) reveals important generational and socioeconomic differences in consumer attitudes toward sustainable packaging. In the years following the pandemic—and amid periods of high inflation and geopolitical uncertainty—price and quality have remained the dominant factors in purchasing decisions worldwide. However, findings from McKinsey’s fifth annual global consumer packaging attitudes survey highlight that sustainability continues to resonate with a significant and stable segment of consumers.
The survey gathered insights from more than 11,000 respondents across 11 countries covering 66% of global GDP. It addresses consumer preferences across product categories, packaging substrates, and sales channels, and it offers granular insights by demographic group (such as income level, geography, gender, and age) within each country.
Key findings indicate that younger generations—particularly Gen Z and millennials—generally reported the most willingness to pay more for sustainable packaging. This trend is especially pronounced among higher-income consumers. In Germany, for example, 25% of high-income Gen Z consumers say they are willing to pay “a lot more” for sustainable packaging, compared with just 1% of high-income Gen X consumers.
Notably, however, the research also found that food safety—ranked most important by 10 out of 11 countries—and shelf life—ranked second most important by 9 out of 11 countries—have remained the most important packaging characteristics influencing consumers’ purchasing decisions globally. Meanwhile, the importance of environmental impact has once again ranked much lower, coming in sixth place out of seven characteristics across all 11 countries. Consumers also ranked other factors, including value for money, higher than in previous years.
David Feber, Senior Partner at McKinsey, said of the findings: “Consumers are increasingly conscious of the importance of sustainable packaging, yet they balance this with practical needs such as food safety, shelf life, and value.”
Daniel Nordigården, Partner at McKinsey, added: “Our research shows that while younger and higher-income consumers are willing to pay premiums, there is no one-size-fits-all solution. Brand owners and packaging producers must take a data-driven and proactive approach to meet these nuanced and evolving demands.”
The survey also found that consumers across all age groups place the responsibility for sustainable packaging primarily on brand owners and packaging producers, not governments or individual consumers. This is particularly the case in Mexico, India, France, and the UK where 44%, 40%, 37% and 37% respectively place brand owners responsible. As such, these groups will need to carefully consider how to respond to evolving consumer demand.
Overall, the survey findings underscore the complexity of consumer sentiment towards sustainability and packaging. Packaging players who proactively review their portfolio with time to market and targeted marketing approaches, competitiveness on total cost of ownership, and strategic partnerships across the value chain in mind will be best positioned to stay ahead of the game.
To read McKinsey’s survey findings in detail, click here.