A recent survey commissioned by Huhtamaki, a global leader in sustainable packaging solutions, revealed significant consumer demand for eco-friendly packaging in Finland. Conducted by Aula Research in March 2024 with 1,483 Finnish participants aged 18 and older, the survey found that over one-third of consumers are willing to pay extra for sustainably packaged products. Notably, 8% of respondents would pay significantly more for sustainably packaged items. This highlights a growing commitment to sustainability, even amid economic pressures.
The survey also identified a strong preference for packaging made from renewable, recyclable, or compostable materials, with 67% of respondents favoring fiber-based, paper, or cardboard materials. Additionally, half of the participants supported the increased use of recyclable plastics, including innovative mono-materials. This shift reflects consumers’ increasing focus on the environmental impact of packaging choices.
Interestingly, people over 65 showed more positive attitudes toward recycling than younger generations. Over 80% of individuals in this age group felt they recycled adequately, in contrast to younger groups. Women were also found to be more enthusiastic recyclers than men, which could suggest that older people, having more time, are more engaged in sustainable practices. These findings raise questions about whether recycling systems are sufficiently accessible and user-friendly for younger generations.
The survey also revealed that consumers want greater transparency in recycling, particularly in public spaces such as cafes and restaurants. Many respondents expressed a desire for clearer instructions on how to recycle food service packaging and better understanding of its environmental impact.
These findings align with global trends, such as a Nielsen IQ study that showed 78% of consumers value sustainability in their purchasing decisions. Additionally, regulatory changes in the EU are shaping packaging solutions, with rising recycling targets encouraging both businesses and consumers to adopt more sustainable practices.
In response, Huhtamaki is leading innovation in sustainable packaging, including recyclable solutions like molded fiber lids and mono-material packaging. The company emphasizes the importance of collaboration across the value chain to improve recycling infrastructure and consumer education, ultimately fostering a circular economy.
Sources:
- Huhtamaki, "Survey highlights consumers willing to pay extra for sustainable packaging and over 65s lead the way," 28 June 2024.
- European Environment Agency (EEA), "Recycling rates of packaging materials," 2021.
- Nielsen IQ, "Sustainability in consumer purchasing behavior."
