Unpacking Sustainability

Do Consumers Really Understand Packaging Claims?

Sponsored by

Bridging the Gap Between Understanding and…

11:15 AM – 12:00 PM

Throughout the grocery store, items with sustainable packaging claims have become a $72 billion category, growing by 6.2% over the past four years. However, they currently account for only 7% of total store sales. While 61% of shoppers recognize the impact of environmental issues on their health and finances and most consumers want to make the right choices for the environment, confusion around packaging claims persists. From 2018 to 2022, products with sustainability claims grew 34% faster than those without, yet significant opportunities remain unaddressed.

With mounting government pressure through regulations like Extended Producer Responsibility (EPR), it is critical for manufacturers to align consumer understanding with regulatory demands. This session will explore long-term trends in consumers’ approach to sustainability, the nuances in their green behaviors and purchase triggers, as well as sustainable packaging data from both the consumer and US state perspectives, focusing on the impact on sales in states like California and Oregon, which are intensifying their scrutiny. We will highlight the most impactful packaging sustainability claims and analyze consumer purchasing behavior in the emerging EPR landscape that is shaping the future of sustainable packaging.