Sustainable packaging factors into the buying decisions of 54% of consumers.1 Concern over environmental impact is a key driver — and consumers are putting their money behind their convictions. Approximately 70% are willing to pay more for sustainably packaged products.1 Even during the shifting buying behaviors brought about by the pandemic 54% reported being “likely/very likely” to choose products with recyclable or reusable packaging.1
Major retailers like WalMart and Amazon have responded to consumer demand by adopting sustainable packaging initiatives that have since filtered across all industries. The programs require suppliers to not only use recyclable and reusable packaging but also eliminate extraneous materials like clamshells, wire ties, and plastic bindings.2
This commitment to sustainability is a win for the planet, but where do tissue manufacturers go from here? Trends point to more kraft paper, less secondary packaging, and technological innovations such as Körber BioPack and Casmatic Zephyrus solutions.