A survey conducted by UK survey consultants Censuswide has revealed that 91% of UK adults would prefer to purchase carton or cardboard-packaged Easter eggs over plastic.

Of the 2,030 UK consumers surveyed, 61% said they would pay extra for Easter eggs in more environmentally-friendly packaging, with 76% on millennials prepared to pay a premium. The survey also revealed that 45% believe Easter egg packaging has become more environmentally-friendly over the last few years, while 6% believe it is less environmentally-friendly.

The big plastic packaging debate continues to impact UK consumers spending habits, with 55% saying the debate had influenced their purchasing decision when choosing Easter eggs.

The European Association of Carton and Cartonboard Manufacturers, Pro Carton, general manager Tony Hitchin said: “These results show how important the packaging material can be in helping consumers make their purchasing decision. Consumers understand that cardboard packaging is renewable, recyclable and biodegradable, and clearly prefer it to less sustainable alternatives.

“The opinion of the UK general public when it comes to Easter eggs mirrors what we found previously that consumers want more environmentally-friendly packaging and many of them are willing to pay more for it.”