Packaging solutions are increasingly gaining importance among consumers - especially when it comes to conscious purchasing decisions. Above all, reducing packaging waste is a central criterion for the majority: 66 percent consider as little packaging as possible the most important sustainability feature - a significant increase compared to the previous year. This is the conclusion of the current “Sustainable Product Packaging” study by the strategy consultancy Simon-Kucher. Recycled, recyclable, and biodegradable materials are also endorsed by over 60 percent of respondents. However, CO2 balances remain a secondary concern for many. “Consumers want visible, simple solutions - waste avoidance is the leading theme”, says
Dr. Daniel Bornemann, Senior Partner at Simon-Kucher.
Sustainability creates trust - if it is transparent
Sustainable packaging strengthens a brand's image: 63 percent of respondents perceive brands with sustainable packaging solutions more positively. “Especially in product categories with close brand experiences - such as cosmetics or to-go food - companies can specifically score when they act visibly sustainably”, explains Mark-Daniel Rentschler, Senior Director at Simon-Kucher. “However, transparency is crucial. Consumers expect comprehensible information about materials and environmental impact - ideally through labels, QR codes, or recognized certifications.”
Willingness to pay stagnates - surcharge differentiates
Currently, 54 percent of respondents are willing to pay
more for sustainable packaging - a decline compared to previous years (2021: 81 percent, 2022: 72 percent, 2023: 62 percent, 2024: 64 percent). The accepted premium today averages eight percent. Particularly younger target groups, urban households, and higher-income groups show above-average willingness to pay. “Sustainability is set as an expectation for brands - but it is now only paid for selectively„“, says Stephanie Sparber, Senior Director at Simon-Kucher. “This requires differentiated pricing and product range strategies - especially for target groups that are willing to financially support sustainable offerings.“
Form follows function: Consumers show limited tolerance
62 percent of respondents accept optical changes
in favor of sustainable packaging. But as soon as the function is impaired - for example, in terms of durability or hygiene - the willingness to compromise drops significantly. "Packaging must therefore convince both ecologically and functionally," says Bornemann.
74 percent of respondents welcome legal requirements to reduce unnecessary packaging, as provided for by the EU packaging regulations since February 2025. For companies, this means: The time for waiting is long over. "Those who now invest in sustainable, functional, and differentiating packaging solutions secure brand advantages - ecologically and economically - and reduce the risk of being left behind very soon," Bornemann summarizes.
