According to a recent study, sustainable packaging solutions are becoming increasingly important to consumers.

According to the ‘Sustainable Product Packaging’ study by consulting firm Simon-Kucher, sustainability is already standard for many consumers today – especially when it comes to packaging. The company reports that 2,031 consumers in Germany were surveyed for the study about their attitudes, expectations and willingness to pay for sustainable packaging. According to the study, consumers expect environmentally friendly solutions but are not willing to compromise on usability and hygiene. The key findings of the study, which was conducted for the fifth time in May 2025 by Simon-Kucher in collaboration with the market research institute YouGov, are as follows:

 

• Over 60 percent are in favour of recycled, recyclable and biodegradable materials.
• 66 percent consider minimal packaging to be the most important sustainability feature.
• 63 percent have a more positive perception of brands with sustainable packaging solutions.
• 54 percent are willing to pay for sustainable packaging. This is less than in previous years (2024: 64 percent, 2023: 62 percent, 2022: 72 percent, 2021: 81 percent).
• Younger consumers are significantly more open-minded than older target groups.
• 74 percent welcome legal requirements to reduce unnecessary packaging.
• 62 percent accept visual compromises in favor of sustainable packaging – but not when it comes to shelf life or hygiene.

‘Sustainability is expected of brands – but consumers are only willing to pay for it selectively,’ says Stephanie Sparber, Senior Director at Simon-Kucher. ‘Those who invest now in sustainable, functional and differentiating packaging solutions will secure brand advantages – both ecological and economic – and reduce the risk of being left behind very soon,’ says Dr. Daniel Bornemann, Senior Partner at Simon-Kucher, summarising the results of the study.

 

Sources:

• Press release Simon-Kucher (13.8.2025)
• Photo: © Siepmann / Pixelio (symbolic image)