New research indicates that recyclability has become the most important feature consumers look for in packaging, highlighting the growing importance of sustainable packaging solutions across the consumer goods sector. According to a study conducted by McKinsey, consumers are increasingly prioritizing packaging that can be easily recycled, reflecting a broader shift toward environmental responsibility.

The findings are reinforced by additional research from PwC, which shows that around 80% of consumers are willing to pay more for products that are produced and sourced responsibly. This trend demonstrates how sustainability considerations are becoming central to purchasing decisions, encouraging brands to rethink their packaging strategies.

Companies are responding to this shift by redesigning packaging materials and formats to meet both consumer expectations and environmental goals. One example is ScottsMiracle-Gro, which has introduced a new paper-based packaging solution for its O.M. Scott & Sons brand. The packaging combines product protection with improved recyclability, helping the company align with growing consumer demand for sustainable options.

The paper packaging format has been designed to achieve an 85% pulp recovery threshold for curbside recyclability, making it compatible with many municipal recycling systems. By prioritizing recyclable materials, the company aims to reduce packaging waste while maintaining the performance and durability consumers expect from its products.

Ray Severa from ScottsMiracle-Gro recently discussed the transition toward more sustainable packaging during a conversation with Packaging World. In the interview, he explained the practical challenges companies face when shifting from conventional packaging materials to more environmentally responsible alternatives.

The discussion also highlighted the importance of certification systems such as How2Recycle, which help communicate recycling instructions clearly to consumers. These labelling initiatives are increasingly seen as essential tools for improving recycling rates and reducing contamination in recycling streams.

As sustainability becomes a defining factor in packaging design, manufacturers and brand owners are expected to continue investing in recyclable materials, improved labelling systems, and circular packaging solutions. Research findings like those from McKinsey and PwC demonstrate that consumer demand for environmentally responsible packaging is no longer a niche preference but a mainstream expectation across global markets.