Packaging company Smurfit Westrock has published its latest packaging insights report, finding increased interest in the sustainability of packaging.

The Half-Yearly Insights Report, which looks at packaging trends and consumer needs, found that 94% of consumers had told Deloitte Global that it was a brand’s responsibility to create products that are not harmful to the earth. A further 61% said that they “shouldn’t have to think about sustainability while shopping”.

The report detailed how consumers are seeking the freshest food options that also come with less or no plastic packaging to align with “pro-plant and health values”.

It said premiumisation was set to “majorly reshape” the food market, with customers focused on optimum value for money with the highest quality ingredients to complement them and their lifestyle. Data from Soxedo showed that almost three quarters of consumers believed adopting a more sustainable way of eating is now urgent.

Sustainability Beat found that 83% of consumers said they were “concerned” about the levels of plastic in their grocery shop, while 64% said they wanted to reduce their use of single-use packaging when grocery shopping.

Smart Insights reported that 63% of consumers said convenience was “very important” when grocery shopping, with 66% saying they would be willing to pay more to ensure their purchase was more convenient.

Smurfit Westrock said that according to Kantar, consumer endorsements of sustainability had risen by 84% over the last 10 years, putting more pressure on brands to prioritise ESG strategies. Smurfit said “this, coupled with ever-increasing Government regulations, such as The Plastic Packaging Tax, Extended Producer Responsibility (EPR) and The Packaging and Packaging Waste Regulation (PPWR), means businesses must act now to survive”.