In recent years, Italians have become increasingly interested in the theme of environmental protection. Consumers recognize the responsibility of the role they play and are increasingly adapting to a green lifestyle and habits.
Data confirm the "sustainability trend"
A research carried out by Nomisma in collaboration with the SpinLife-University of Padua shows how 33% of the population gives even more centrality to environmental sustainability following the health emergency. Consumption has also been affected: research shows how 75% of consumers prefer to buy from producers who choose raw materials of natural origin and sustainable packaging.
In the specific case of the agro-food sector, research shows that 32% of the population defines the sustainability of the product based on the characteristics of the packaging.
Main features to drive consumers' choice:
- The absence of overpackaging (55%);
- Recyclability (43%);
- The presence of raw materials from renewable sources or with reduced CO2 emissions (43%);
- The presence of compostable or biodegradable material (41%);
- The complete absence of plastic (32%).
The characteristics that packaging absolutely must-have for it to positively influence the consumer's purchasing process are:
This new trend also concerns items sold in online shops, where there are often entire sections dedicated to the choice of packaging for shipping. Consumers are quickly getting used to and appreciating this new sensitivity, to the point of being willing to change their established purchasing habits.
Companies, to face this great change, can only adapt. Consumers are becoming increasingly attentive and the number of players on the market is growing all the time. What makes the difference is what revolves around the product, starting with the packaging, the first point of physical contact that the end consumer has with the product he is buying. The presence in the packaging of features that are not in line with the message that the company is trying to build could frustrate the efforts made on other fronts. It is, therefore, necessary to align with change, giving consumers what they want. Doing so will not only increase growth but first and foremost respect the environment for a greener world.
