Consumers willing to pay more for eco-friendly food packaging

When it comes to food and beverage packaging, consumers are most likely to pay more for value-added features that relate to freshness and sustainability, according to a global study by Ipsos InnoQuest.

On a global basis, consumers were most likely to say they would pay more for “packaging that keeps food fresh longer” (55%) and “packaging that is environmentally-friendly” (55%). Following freshness and environmental benefits, consumers said they were likely to pay more for packaging that is re-usable (42%) and easier to use (39%).

Interestingly, more sophisticated packaging features were less likely to motivate consumers to spend more: packaging that prevents mess or spills, keeps food and beverages at the right temperature, and makes it easier to eat and drink on-the-go ranked lowest (34%, 33% and 31%, respectively).

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