Research shows that, in 2017, nearly half of all Dutch consumers (48%) kept aspects of sustainability in mind when purchasing products or services. Until 2013, this figure had always been approximately 30%. Since then, it has gradually increased (source: Gfk and B-open). Packaging materials play an important role in this development. The global market for sustainable packaging materials is growing by more than 14% per year (source: Marketing Tribune). For the consumer’s perspective, this presents a range of opportunities.
At the same time, the positive properties of packaging materials are not always immediately clear to consumers. This concerns for example the prevention of product loss, avoiding wastage, and guaranteeing save product usage. These functions are sometimes overlooked during social discussions about the use and necessity of packaging materials, the excessive use of packaging materials, and the amount of packaging materials that end up as litter.