Environmental concerns now share the spotlight with cost, safety and convenience, yet attitudes toward packaging materials differ sharply across countries.
Drawing on McKinsey’s latest global survey of more than 11,000 people across 11 nations, this article explores how preferences for recyclability, material type and responsibility vary regionally—and what that means for brands and consumers everywhere.
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Safety and function often outweigh sustainability
Globally, price and product quality remain the dominant factors influencing consumer choice, with packaging’s environmental impact further down the list.
Food safety and shelf life rank as top packaging considerations across every country surveyed, largely unchanged since before the pandemic.
Even though around 39% of consumers consider environmental impact “very important”, this sits well behind factors like convenience and hygiene.
In times of higher prices or global uncertainty, such as inflation or COVID‑19 disruptions, consumers prioritise performance over labels and eco‑claims.
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By GlobalDataGlobal consensus—and regional divergence—on recyclability and materials
Recyclability stands out as the most important sustainable trait worldwide, with around 77% of people saying it matters most when evaluating green packaging.
But views on what constitutes sustainable material vary significantly:
- Glass and paper consistently top the list in nearly every country.
- Metal follows closely, thanks to widespread recycling and consumer perception.
- PET plastic bottles are viewed favourably in countries with strong deposit-return systems like Germany and Sweden, but are seen as less sustainable in markets with poor recycling infrastructure, such as the United States.
- Plastic films and laminates are often judged harshly when recycling options are unclear.
These nuances highlight the importance of matching packaging materials to regional recycling infrastructure and consumer awareness.
Who holds responsibility—and who’s willing to pay?
When asked who should take responsibility for packaging sustainability, consumers overwhelmingly point to brand owners and packaging producers, not retailers or themselves.
That reflects a public expectation that corporations lead the way in sustainable design and disposal systems.
On the subject of cost, most respondents say they are willing to pay more for green packaging—but this willingness is fragile. It is strongly influenced by age (with Gen Z and millennials more open) and income level.
Why it matters
These insights hold lasting relevance for manufacturers and policymakers:
- Localise packaging strategies. What works in one market—say, paper in Sweden—may flop in another. Successful brands tailor packaging materials to fit both the region’s recycling systems and consumer perceptions.
- Emphasise recyclability. Any consumer-facing sustainability message should highlight recyclability and the availability of collection systems. That’s what resonates first.
- Hold the brands to account. Consumers expect corporations to carry the burden of sustainable innovation. Refillable systems, clear eco‑labelling, and recycled content should feature prominently in brand strategy.
- Balance cost and values. Green packaging will only tip decisions when it performs and costs competitively. Sustainability remains a tie-breaker, but hygiene and value win the race.
Ultimately, while sustainability has remained a steadfast concern—hovering between 38–39% over recent years —it no longer leads consumer priorities in isolation.
Instead, green packaging must integrate seamlessly with safety, cost-effectiveness, convenience, and local context, while showcasing recyclability as a core strength.
By understanding and addressing these cross-country differences—from PET perception in Europe to raw recyclability concerns in North America—brands can craft packaging strategies that endure and engage in every market.
