Sustainable Packaging - Does It Exist?

GETTING packaging right can help convince a cynical consumer that a product's ethical claims are real, according to new research from Datamonitor. A major study1 from the independent business analyst has found that although over half of consumers globally reported that protecting the environment is significantly more important to them now than two years ago, this does not translate into their grocery purchasing behaviour except when it comes to packaging.

'Sustainable packaging is a claim that can be physically substantiated, rather than just supported by a stamp or logo which can draw considerable scepticism' - Katrina Diamonon, Datamonitor analyst

Indeed, 57% of consumers thought that it is important to buy ethical or socially responsible products but only 42% reported altering their habits to do so, revealing a significant disconnect between what consumers perceive as important to their purchasing habits, and what they actually buy. Exactly the same proportion of consumers said packaging was a key consideration in their purchase decisions, to those who changed their buying habits to include products with reduced packaging. "The more tangible nature of packaging allows consumers to actually see and feel the difference they are making. Sustainable packaging is a claim that can be physically substantiated, rather than just supported by a stamp or logo which can draw considerable scepticism," said Katrina Diamonon, consumer insights analyst at Datamonitor. Is the industry listening? Retailers and food manufacturers are seeking to address packaging and sustainability through the Global Packaging Project (GPP), an initiative of the Consumer Goods Forum (formerly known as CIES, an industry group that brings together the CEOs and senior management from 400 food retailers, manufacturers, service providers, and other stakeholders across 70 countries). GPP, co-chaired by Roger Zellner of Kraft Foods and Sonia Raja of Tesco, is working toward developing the first global program to collaborate on sustainability across the food industry. In January, the group adopted the definitions and principles that reflect the guidelines on packaging and sustainability produced by ECR Europe and EUROPEN, the European Organisation for Packaging and the Environment. The metrics to be tested are adapted from those developed and recently released by the US Sustainable Packaging Coalition (SPC). Collectively there was recognition that inconsistent measures between different actors in the packaged goods supply chain intended to improve packaging's contribution to sustainable development. "The GPP started because retailers and manufacturers wanted a consistent approach to packaging of consumer goods," said Ms Raja, who is Head of Packaging, Tesco. "We needed to find a common way of measuring environmental and sustainability improvements on packaging that can be used across the world." Mr Zellner is hopeful the GPP will help raise awareness, build collaboration, and change behaviour. "Sustainability is a shared responsibility," said Zellner, who is director, Sustainability, Research, Development & Quality at Kraft Foods "By creating a common language and identifying shared global industry metrics this initiative will enable manufacturers and retailers to work together to develop packaging solutions to help achieve agreed sustainability goals." Package reduction The food and drink industry worldwide is becoming more active in reducing packaging not only for economic reasons but also to further corporate responsibility. "Buying products with reduced packaging has obvious ethical implications, so this is becoming an increasingly popular way for consumers to translate their good intentions into action - a marketing technique that brands will need to continue to taadidas superstar damen glitzer silber