A recent survey by Eviosys, a European metal packaging company, reveals a significant shift in consumer and business attitudes towards sustainable packaging.

The survey, which included more than 2,000 consumers and 600 business leaders across Europe, highlights a growing focus on environmentally friendly packaging solutions.

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European consumers are taking the lead in this movement with 59% expressing frustration with the deemed excessive use of plastic packaging in supermarkets.

In fact, 63% of surveyed consumers recognise metal as a more sustainable alternative due to its infinite recyclability.

A total of 57% are willing to pay more for products with sustainable packaging and 82% are more inclined to purchase a product if it is in metal packaging.

“There are only two permanent materials that can be recycled over and over again infinitely: glass and metal, the other packaging materials will end up in waste at one point in time,” said Laetitia Durafour, marketing director at Eviosys.

“As a metal packaging producer, we need to support the brands in their transition to the powerful and truly circular packaging material that metal can be with more clarity and education for consumers.”

Reusability and recyclability are now top priorities for 70% of European consumers, even outweighing unique or luxurious packaging designs.

European businesses are acknowledging the importance of sustainability as well, with 90% of surveyed companies reporting investing in research or implementing sustainable packaging solutions in the past year.

However, cost remains a significant hurdle, with 33% of businesses citing it as the primary barrier to the wider adoption of sustainable practices.

Other concerns include consumer interest, supply chain issues, regulations, and availability of suitable materials.

Despite these challenges, the survey reveals a positive outlook, with 45% of businesses expecting to transition to 100% recyclable packaging within the next one to three years.

Eviosys said it emphasises educating consumers and businesses about the recyclability of different packaging materials to promote the wider adoption of metal packaging.

With a growing number of European businesses aiming for a sustainable future, Eviosys remains committed to developing innovative packaging solutions.

It is confident that packaging can not only serve its functional purpose but also represent a commitment to environmental responsibility and consumer awareness.