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Some 81% claim products purchased in supermarkets are “over packaged” and 58% say the material used to wrap items influences their purchase decision with 33% of them now avoiding single-use plastic.
Consumers are now more likely to have sustainability front-of-mind when shopping, with 55% actively seeking brands featuring this type of packaging, and 29% avoiding plastic packaging on food.
The survey also shows consumers under 45 are most eager for the industry to prioritise eco-friendly packaging.
The study of 2,000 shoppers commissioned by sustainable packaging initiative Beyond the Box found 62% of shoppers claim to be thinking more about sustainability when shopping than they did five years ago.
However, perceptions of higher pricing for eco-friendly packaging remain a barrier for many consumers. Some 23% of Britons believe that shopping sustainably is “too expensive for most people” and 20% say they always buy the cheapest product available.
Andy Barnetson, spokesperson for Beyond the Box, said: “Packaging has a vital role to play across fmcg – most notably extending the shelf life of goods and protecting them in transit.
“However, we know shoppers are increasingly seeking eco-friendly, recyclable options which have the least impact on the environment.
“While there has been a definitive move in the right direction over recent years, we hope this new data encourages even more of the industry to integrate sustainable packaging materials like cardboard across the supply chain.”
