ALPLA, a leading packaging solutions provider, has released the results of its 2024 sustainability and convenience in packaging survey, shedding light on generational divides in consumer preferences for sustainable packaging.

The survey highlights that younger shoppers, aged 18-34, prioritize sustainability in packaging, even if it means paying more or making extra efforts to choose products with eco-friendly packaging. This presents a lucrative opportunity for brands to adapt and meet the demands of this environmentally conscious generation.

Key findings from the survey:

• 54% of young consumers prioritize products with sustainable packaging "always" or "often," compared to 33% of respondents aged 35 and older, and 25% of those 55 and older.
• Nearly half (48%) of young consumers consider it a "deal-breaker" if a product lacks sustainable packaging.
• 68% of young consumers are willing to change their habits or lifestyles to choose products with eco-friendly packaging, compared to 50% of respondents aged 35 and above, and 41% of those 55 and above.
• 34% of young consumers choose sustainable packaging even when it is less convenient, such as being harder to open or not resealable, compared to 23% of older consumers.
• 79% of young consumers are willing to pay more for eco-friendly packaging, with most willing to pay an extra 25% or more.
• Social circles play a significant role in young consumers' choices, with 53% stating that their eco-conscious shopping decisions are influenced by friends and family.

Billy Rice, ALPLA North America sustainability manager, highlights the growing demand for sustainable packaging and the opportunity for brands to differentiate themselves by meeting these preferences.

The survey underscores the importance of understanding and catering to the preferences of different consumer demographics, particularly as younger generations drive demand for eco-friendly solutions in packaging.