Shoppers are more focused on the sustainability of a product’s packaging when deciding to make a purchase, research from Smurfit Kappa UK has found.
According to the study, there is an upwards trend in consumers shopping with brands that align with their core values. Sustainability, equity and authenticity are the driving factors when purchasing products. The report found that there has been a sharp increase in the number of consumers embracing circularity with one in two claiming to repair or reuse an item instead of replacing it.
When deciding how sustainable a brand is, Kappa said consumers will mainly focus on factors such as packaging and products over others like reducing carbon footprint and waste in manufacturing. Essential purchases made frequently drive thoughts of sustainability and increase customer interest in the ethical values of a company, according to the research.
With Gen Z customers, sustainability remains a large topic of discussion, and these younger consumers are aware of the impact their purchases make on the environment. Modern Retail data suggests that 37% of Gen Z shoppers make a conscious effort to read green messages displayed on packaging.
With this in mind, Kappa believes manufacturers should be placing more of their focus on creating a product that is recyclable, plastic-free and has green on-pack messaging in order to increase sales and keep customer loyalty.
Data from Consumer Goods Technology shows that 75% of consumers would be willing to part ways with a brand if they felt there was a conflict in values, with 15% willing to share their qualms on social media. This data shows the importance of brands promoting sustainability, as not doing so could cost brands their customer loyalty, said Kappa.
As well as environmental sustainability, health also remains a top factor in consumer buying habits. Mintel’s data, also used within the report, shows that 45% of customers define food and drink “value” as products with additional health benefits, which makes it the most prized quality that customers seek.
