Sustainable packaging is becoming increasingly important to consumers – especially the reduction of packaging waste. This is shown by the latest representative study, "Sustainable Product Packaging," conducted by strategy consultancy Simon-Kucher. According to the study, 66 per cent see less packaging as the most important sustainability feature – significantly more than in the previous year. Recycled, recyclable and biodegradable materials are also supported by more than 60 per cent, while CO₂ balances remain a secondary consideration. "Consumers want visible, simple solutions," says Daniel Bornemann, Senior Partner at Simon-Kucher. Younger target groups are more open to this than older ones. The study was conducted for the fifth time in May 2025 in collaboration with the market research institute YouGov. A total of 2,031 consumers in Germany were surveyed.

Sustainability creates trust

Sustainable packaging even improves a brand's image: 63 per cent of respondents perceive brands with sustainable packaging solutions more positively. "Especially in product categories with a strong brand experience, such as cosmetics, companies can score points if they act visibly sustainable," adds Mark-Daniel Rentschler, Senior Director at Simon-Kucher. However, customers expect transparent information about materials and environmental impacts, for example through labels, QR codes or certifications. 54 percent of those surveyed are also willing to pay more for sustainable packaging – although less than in previous years. The accepted surcharge is currently eight percent on average. Sustainability is an expectation of brands – but consumers are only willing to pay for it selectively.

Little tolerance for functionality

62 per cent of respondents accept visual changes in favour of sustainable packaging. However, if functionality is compromised – for example, in terms of shelf life or hygiene – willingness to compromise declines. "Packaging must be both environmentally friendly and functional," says Bornemann. 74 per cent of respondents also welcome legal requirements to reduce unnecessary packaging, as stipulated by the EU since February 2025. For companies, this means: "Those who invest now in sustainable, functional and differentiating packaging solutions will secure brand advantages and reduce the risk of being left behind," says Bornemann.

Source: Simon-Kucher