UK Consumers Rank Paper and Glass as the Most Sustainable Packaging Materials, While Sweden and Japan Rank PET Highly, According to McKinsey Research

When consumers in the UK were asked “How sustainable do you think each of the following packaging types are? “ their ranking was as follows (from perceived most sustainable to least sustainable):

1 -Paper and cardboard

2- Glass bottles and jars

3 -Metal and beverage cans

4 -Liquid cartons

5 -PET bottles

6 -Aluminium foil

7 -Other rigid plastic containers

8 -Laminated packaging

9 -Plastic film

Interestingly, the same respondents ranked Recyclability, Recycled Content and Reuse as the top three sustainability characteristics, favouring them over Low CO2, less material, compostable and biobased.

48% are willing to vote with their pound for the alternatives they perceive as more sustainable,  less compared to 2020, when 57% of respondents said that they are willing to pay more.

There is still a gap between how consumers perceive packaging and the actual LCA numbers or realities of the recycling system. However, it is promising to see growing consumer interest in the sustainability of packaging and the desire to make the right choice.

More insights about other countries and consumers’ willingness to pay for sustainable packaging can be found here.