Consumers are gradually becoming aware of the great power they hold — purchasing power — which is capable of influencing the commercial strategies of businesses through critical consumption, that is, consumption that evaluates the social and environmental effects of a product's entire life cycle. In particular, consumers today are paying close attention to packaging, which is considered a fundamental element in the purchasing process.

Consumers are driving sustainability

Demand for sustainable packaging is growing steadily, and the sector will reach a value of around 440.3 billion dollars by 2025, with an annual growth rate of approximately 7.7 per cent. This is the finding of a study conducted by market research firm Research and Markets, according to which consumer demand is driving growth in the sector.

Bamboo and mushroom packaging

Among the companies doing most to steer the market towards the use of recyclable packaging, the report cites Dell, the American multinational in the information technology sector. The company has for years been using recyclable and compostable materials such as bamboo, used to replace cardboard or plastic packaging in boxes, and mushrooms, used to replace the foam or plastic used in the shipping of certain components. Dell has also set the goal of making its packaging 100 per cent sustainable by 2020.

Sustainable packaging makes business sense

In addition to consumer influence, this trend is also driven by policy choices: some cities and states are banning the use of plastic bags and other forms of packaging that end up in landfill. According to a study conducted in 2016 by Lux Research, biodegradable packaging can compete with petroleum-derived packaging and even deliver better performance. The combination of these factors, together with the lower price of recycled materials compared to virgin resources, is pushing a growing number of major companies — including Procter & Gamble, Walmart, Unilever, PepsicCo and Coca-Cola — to use recyclable packaging.

The research

The Research and Markets analysis assessed historical data relating to the sustainable packaging sector, drawing up forecasts based on market trends, key players, technological innovations and future strategies. The study focused in particular on twenty-three countries, including the United States, Canada, Mexico, the United Kingdom, Germany, Spain, France, Italy, China, Brazil, Saudi Arabia and South Africa.