Speaking at the Pro2Pac exhibition, Mintel International innovations and insight director David Jago told Packaging News: “Sustainability as an issue has not gone away and if you look at the tracking data that we have got, consumers still say they are interested around issues of sustainability.
“However, this does not always translate to purchase behaviour, which is why it is important that we see more focus around very simple steps around packaging materials reduction. So, you are able to communicate an economic benefit as well as an environmental benefit. I think that there is a big driver around this area.”
Jago also explained that if brand owners are lightweighting their materials they must clearly communicate this to the consumer, so that they understand why they have taken environmental steps to do this.
