DESIGN AND MARKETING
In the case of beverages , the most important request is for plastic bottles that are more recyclable or entirely made of recyclable content . In this segment , consumers also ask for more metal and glass packaging , Tomkinson said .
When it comes to dry fruit , consumers show a high level of interest in both recyclable and recycled plastic packaging , as well as fiber-based packaging .
In the case of dairy products , consumers demand plastic packaging , both flexible and rigid , that is either recyclable or compostable or includes recycled content . For frozen food , consumers want plastic with more recycled content .
z Will consumers pay for green ?
Not only are consumers demanding more sustainable packaging , they are also willing to pay for them . According to Tomkinson , across all segments , 60-70 % of the consumers surveyed , said that they would pay more for sustainable packaging . A willingness to pay more was relatively equally distributed across the enduse segments . About 52 % of consumers said they would buy more products that use sustainable packaging if those products didn ’ t cost more than conventionally packaged ones . Approximately 35-36 % of the respondents would buy additional sustainably packed products if they were more easily available in stores , available for more products , and better labeled to indicate green packaging .
z Conclusion
Mark Tomkinson , communications leader at United Caps
Concluding his presentation , Tomkinson said that today ’ s consumers are concerned with the overall sustainability of the products they are purchasing , especially about the use of plastics .
He added that 61 % percent of the millennials in the study , stated they are happy to pay more for eco-friendly products , and by 2026 this group is expected to command a 46 % share of the beverage market , Tomkinson said . In general , the study indicates that perhaps as many as 53 % of the consumers in the US , and 65 % of consumers in the UK , support environmentally friendly products . z
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