Consumers willing to pay more for differentiated eco-centric packaging, Amcor research finds

08 Jul 2020 --- Australia-headquartered Amcor has published results from its latest research into consumer perceptions of environmental sustainability and packaging. The proprietary insights offer an understanding of evolving preferences, including a willingness to pay more for differentiated products from top brands. Michael Zacka, Amcor’s Chief Commercial Officer, highlights that consumers are increasingly making buying decisions that factor in environmental considerations and expect brands to provide more responsible packaging options.

“At a time when people are rethinking their choices in light of a global pandemic, we are using our deep expertise and insights to help customers better understand what consumers want, right down to country-level,” says Zacka.

The survey of more than 4,000 participants found differences in perception between countries, but identified that generally consumers are increasingly aware of the impact of their purchasing choices. Across the countries surveyed, 83 percent say they check on-pack instructions to know how to dispose of packaging.

The research is part of Amcor’s continued investments in environmentally sustainable solutions. The company is accelerating toward a fully ready-to-recycle portfolio and partnering with NGOs to improve waste management infrastructure, consumer education and participation in recycling.

“Sustainability is our most exciting growth opportunity and we continue investing in highly sophisticated R&D capabilities,” maintains Zacka. “Our portfolio has an ever-wider choice of more responsible packaging, from recyclable PET containers made from 100 percent post-consumer recycled content to unique recyclable flexible pouches and lighter weight paper-based alternatives.”Across the countries surveyed, 83 percent say they check on-pack instructions for information on how to dispose of packaging.

The Amcor study’s findings echo a similar theme emerging from new Innova Market Insights’ data showing how 50 percent of surveyed consumers are willing to pay more to support ethical causes within an F&B industry context. The market researcher notes that launches of new food and beverage products with ethical claims have been increasing steadily in recent years and is “certainly seen as a growing niche by innovators.”

“Significant job losses related to the pandemic will leave many consumers in financial difficulty and, as a result, they may be unable to afford to shop ethically. On the flip side, a stronger community spirit has developed in many populations during the crisis and those who emerge economically unscathed may actually increase their ethical spending, particularly where local causes are concerned,” Innova Market Insights reflects on its findings.

Activities in the sustain domain
Amcor works with consumer goods companies, including global heavyweights like PepsiCo, Nestle, Unilever and Mars who have made public commitments to reducing their environmental footprint. Amcor engaged with many of these companies during a recent webinar, with its experts sharing findings from the company’s study while exploring implications for the consumer packaged goods industry.

The packaging specialist made a pledge to develop all its packaging to be recyclable or reusable by 2025 and is a founding signatory to the New Plastics Economy Global Commitment. Last month, Amcor joined the World Wildlife Fund-led ReSource: Plastic, which aims to accelerate plastic commitments by organizations and prevent 50 million tons of plastic from entering nature by 2030.

Last August, Amcor pledged a further US$50 million to accelerate its sustainability agenda by investing in R&D, infrastructure, equipment, open innovation and extensions to its partnership network.

Amcor is a member company of the Materials Recovery For the Future’s (MRFF) consortium, which includes major industry players like Nestlé Purina PetCare, Nestlé USA and P&G. The industry body is motivated by the need to reduce plastics in the environment, increase recycled resin use in products and create an innovative and effective recycling solution for flexible plastic packaging.

Edited by Benjamin Ferrer