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A report from independent market analyst Datamonitor has identified sustainable packaging as a growing consumer issue, revealing that, although sustainable packaging is not yet a primary motivator of purchases, it is becoming a consumer expectation.

"Sustainable packaging is one of a growing number of issues driven by ethics, economics and environmentalism," says Matthew Adams, consumer analyst at Datamonitor and author of the report. “Economic imperatives, as well as possible greater regulation, mean that more brands need to consider adapting their present approach to accommodate sustainable packaging.”

Although it is universally recognized that the global economic recession is having a negative impact on countries and individuals, it may result in some consumers changing their lifestyles for the better. While recession means that consumers often have to act in a more self-serving manner, for instance buying fewer Fairtrade groceries, many of the recession-inspired consumer behaviours could be said to be beneficial for the environment.

Recession makes everyone act more efficiently and, as fewer purchases are made, there is potentially less waste. Rising fuel costs have also made numerous consumer packaged goods companies question their current practices and seek cost savings by reducing packaging in order to cut the amount of weight that is transported from factory, to shop, to end consumer. However, producers must continue to protect products throughout their lifecycle, while making credible adjustments to packaging that benefit all.

Of the 15 countries and 10,000 individuals surveyed by Datamonitor, the UK had the greatest proportion of respondents (17 per cent) showing high levels of concern about the packaging of products in the household goods market. 43 per cent of those questioned said they were ‘somewhat concerned’, compared with 25 per cent in America and 32 per cent in France. This does not, however, necessarily mean that UK consumers are the most ecologically minded; it could be that household goods in the UK are packaged less efficiently than in other countries (or that consumers believe this to be the case), or that media influence is driving these concerns.

Nevertheless, the survey results issue a warning to unresponsive producers in the household goods market: consumers may react to continued excessive packaging with their own proactive, pre-emptive methods.

40 per cent of UK respondents told Datamonitor that they seek alternative products if they believe their first choice to be packaged excessively. This is a slightly higher proportion than in the US, but lags behind other European countries such as France, Spain and Sweden. In the Netherlands, consumers are less likely to boycott products than in the UK.

With this in mind, all consumer packaged goods companies should continue to evaluate their packaging in order to align themselves with an emerging consumer trend. Sustainable packaging would not only benefit the environment but also manufacturers and consumers. Updating packaging can also be a more credible way to make cost savings than using methods such as ‘package shrink’ or more accurately ‘portion shrink’, where a smaller amount of the product is sold at the same price.

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