Packaging company Smurfit Kappa has unveiled its 2024 Insights Report, highlighting the importance of “sustainable and honest” packaging when consumers are deciding to make a purchase.
Smurfit Kappa turned its focus to sustainability in packaging, as it said that in 2024, businesses that “embrace sustainable practices not only contribute to a healthier planet but also build trust and loyalty with consumers”, which it said ensured “long-term success in an increasingly conscious market”.
The report is based on a variety of different sources, with one set of data from insight company Deloitte Global stating that “94% of consumers say it’s a brand’s responsibility to create products that are not harmful to the earth”. It added that of those who responded, “61% [believed] they shouldn’t have to think about sustainability while shopping”.
A further study from Packaging Insights was cited in the report, showing that one in five companies using plastic packaging in the UK have seen costs increase by more than 75% due to the UK Plastic Packaging Tax, while a Barclay’s statistic said that 69% of UK businesses were “currently facing supply chain issues”.
In response to these statistics, Smurfit Kappa said that changing to sustainable packaging is “not only environmentally responsible but also strategically beneficial”. The company said that it could mitigate some of the challenges faced by businesses in 2024, from “the Plastic Tax to supply chain issues”, helping to “propel business growth for a more financially sustainable future”.
Consumers look for value
Smurfit Kappa observed a trend of consumers looking for convenient, value-for-money products “driven by a desire for simpler, more efficient lifestyles”.
It said that there was rising demand for brands that comply with values like sustainability, equity and authenticity, with a study from Consumer Goods Technology showing that 75% of consumers would part ways with a brand over value conflicts.
In terms of value, American Express was cited in the report as having found that 62% of UK shoppers believed they had seen “a dip in the quality or size of products as retailers grapple with supply chain challenges”, with 77% of Britons “increasingly focused on value for money”.
Responsible food choices
Research within the report showed that consumers seek out food options “prioritising both emotional and physical health”, with FMCG Guru’s revealing that of 46% of consumers who have cut back on spending in restaurants and cafes, “almost half have sought out more premium treats at home”.
Further insight from FMCG stated that “40% of global consumers have sought out products and flavours that remind them of past and simpler times over the last year”.
Earning consumer trust
In 2024, Smurfit Kappa stressed the importance of providing consumers with transparency and honesty, as more seek clear on-pack messaging. The company said that businesses should look to “create an emotional connection” with consumers and prioritise eco-friendly messaging in order to enhance consumer appeal.
It said that looking forward, “the trend of using packaging for storytelling is likely to continue shaping consumer relationships and influencing purchasing decisions”.
Smurfit Kappa said: “Businesses need to connect with consumers on a deeper level, aligning with their values. Embracing these changes presents opportunities for businesses to future-proof their operations and establish a meaningful connection with consumers.”
