US consumers are placing greater emphasis on price, product quality and food safety in their packaging choices, as economic uncertainty and inflation continue to influence shopping habits in 2025, according to a new McKinsey survey.
The research, which surveyed 1,000 US consumers as part of a broader global study, highlights a shift in priorities.
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While sustainability remains a concern for many, consumers are now more focused on packaging that supports value for money, long shelf life and food safety—factors that are perceived to help reduce waste and control household spending.
Value and convenience now outweigh environmental concerns
When making purchasing decisions, US consumers consistently rank product quality, affordability, and convenience ahead of environmental impact.
Over 70% of respondents identified these economic factors as “very important” or “somewhat important,” with sustainability considerations trailing behind.
The data suggests that while around a third of consumers still consider environmental impact in their decision-making, it is no longer a leading factor. This growing price sensitivity appears to be shaped by ongoing inflationary pressures and a desire to make practical, cost-effective choices amid broader economic uncertainty.
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By GlobalDataFor packaging, this trend is especially clear. Consumers are increasingly focused on packaging that protects food and prolongs shelf life—features that can help avoid spoilage and reduce overall food costs.
The appearance of packaging has dropped in importance, particularly as online shopping continues to grow and consumers interact less with physical packaging before purchase.
Recyclability tops sustainability preferences
Among those still concerned about sustainable packaging, recyclability stands out as the most important feature.
Some 77% of respondents described recyclable packaging as “extremely important” or “very important,” followed by packaging made from recycled content and materials that are compostable or reusable.
Glass and paper-based packaging are perceived as the most sustainable options, largely due to their high recycling rates in the US. Plastic packaging, particularly laminated or multimaterial formats, is viewed as less environmentally friendly, even when technically recyclable.
This disconnect suggests that consumer perceptions are influenced not just by material types, but by their understanding of what actually happens to packaging after disposal.
The study also found that while bio-based and low-carbon packaging options are gaining traction in some demographics, such as high-income women in the Northeastern US, these attributes remain less influential for the wider population.
Responsibility for sustainability lies with brands and producers
Most US consumers believe the onus for improving packaging sustainability lies with brand owners and packaging manufacturers. Nearly 70% placed the responsibility with these groups, compared with just 10% who said it should fall to consumers themselves.
Despite this expectation, fewer than 10% of respondents could name a single packaging company. This suggests a disconnect between consumer expectations and awareness, and may reflect a broader reluctance to take on the practical or financial burden of sustainable choices.
In this context, consumers appear to prefer that the industry—not individuals—leads efforts to improve packaging outcomes. They expect packaging to be designed with sustainability in mind, but without compromising on cost or convenience.
A nuanced approach required for future packaging strategies
The McKinsey report underscores that while sustainable packaging remains important to many US consumers, it is not the dominant factor shaping behaviour in 2025.
Packaging companies and brands are encouraged to take a more granular, data-driven approach to understanding their customer base.
Designing packaging that balances sustainability with durability, food safety and usability will be key to success.
Education also plays a role: the more clearly companies can communicate the environmental benefits of their packaging, the more likely they are to influence purchasing decisions.
In a competitive and uncertain marketplace, packaging solutions that deliver on value, quality, and credible environmental credentials will be best placed to capture consumer trust and drive long-term growth.
