Product packaging affects buying decisions made by consumers, who reject products in plastic packaging and feel guilty when they throw away plastic water bottles. They also worry about the amount of packaging consumed by society and when shopping online may consider having goods delivered in simple standard packaging instead of the original packaging if it makes them cheaper. These are the conclusions of an international study by packaging research and development specialist Innventia (Stockholm / Sweden; www.innventia.com), “Packaging 2020”, carried out in association with international consulting and research company Kairos Future (Stockholm; www.kairosfuture.com/en).

The results of the study are based on a survey carried out among consumers in the US, India and Sweden. A clear majority of the 1,500 interviewees see major problems with society’s consumption of packaging and there are particular concerns about the environmental impact of packaging in India, where 60% of consumers are prepared to avoid purchasing a specific product if the packaging is seen to be environmentally unfriendly. The corresponding figure in Sweden is 20%. Plastic packaging is the biggest environmental concern among Americans and Indians, the study says, while aluminium packaging predominantly concerns Swedes.

The survey reveals demands for tougher quality controls and a clear majority of consumers in all three countries would like to see stricter environmental legislation. Global consumers – particularly those in Sweden – are keen to see more innovative packaging. For example, 63% would like to be able to scan goods to find out more about their origin and delivery, as well as detailed information about the content.

Fredrik Rosén, manager of the market and consumer insight group at Innventia, said: “A growing global middle class, an aging population, limited access to raw materials and intensified urbanisation are a few of the megatrends posing challenges for the product and packaging industry...The growth in online shopping will bring both challenges and opportunities for the packaging industry.”