Consumer Attitudes Towards Packaging

WestRock is a global leader in sustainable paper and packaging solutions. We regularly conduct our own consumer insights research to stay informed about changing preferences for packaging and its impact on purchase behavior, product satisfaction and brand trust.

 

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Pulse Packaging Survey Results

In 2022, we conducted our latest survey to understand current consumer perceptions, attitudes and behaviors about packaging. Our data supports these four findings as the top priorities for consumers:

  • Sustentabilidade
  • Paper vs. Plastic
  • Function and Safety
  • Premium Packaging and Design
Pesquisa de opinião Pulse Packaging da WestRock
Sustainability Defined
Sustainability Defined

Consumers define sustainable packaging as recyclable and more – with packaging that is right-sized and doesn’t overuse materials being most the most impactful measures of sustainability to consumers. And they’re willing to pay more for eco-friendly packaging.

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Pesquisa de opinião Pulse Packaging da WestRock
Paper vs. Plastic
Paper vs. Plastic

Two times as many consumers associate sustainability with paper packaging compared to plastic. 

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Pesquisa de opinião Pulse Packaging da WestRock
Function & Safety First
Function & Safety First

Safety and function rank as top packaging features for consumers, with packaging that protects the product impacting satisfaction, trust and purchasing.

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Pesquisa de opinião Pulse Packaging da WestRock
Packaging Impacts Perception
Packaging Impacts Perception

Premium packaging elevates consumers' view of the product inside – and aesthetics can even drive purchasing decisions.

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Pulse Packaging Survey Results

In 2022, we conducted our latest survey to understand current consumer perceptions, attitudes and behaviors about packaging. Our data supports these four findings as the top priorities for consumers:

  • Sustentabilidade
  • Paper vs. Plastic
  • Function and Safety
  • Premium Packaging and Design

Sustainability defined as recyclable and more - and worth paying a premium

Pesquisa de opinião Pulse Packaging da WestRock

Paper viewed as most sustainable packaging material – two times more than plastic

Pesquisa de opinião Pulse Packaging da WestRock

Safety and function drive packaging satisfaction, brand trust and purchasing behavior

 

 

Pesquisa de opinião Pulse Packaging da WestRock
0
%
of consumers

say packaging that keeps the product safe impacts satisfaction

Pesquisa de opinião Pulse Packaging da WestRock
0
%
of consumers

say packaging materials that maintain the temperature of the product builds brand trust

Pesquisa de opinião Pulse Packaging da WestRock
0
%
of consumers

say packaging made from materials that prevent product from leaking/breaking impacts online purchase decisions (72% in-store)

Packaging can elevate perception of a product

 

 

Pesquisa de opinião Pulse Packaging da WestRock
Pesquisa de opinião Pulse Packaging da WestRock
WestRock Pulse Packaging is designed to measure consumer perceptions, attitudes and behaviors about packaging. 1.034 U.S. consumers were surveyed online in September 2022.
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