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.
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:
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.
Two times as many consumers associate sustainability with paper packaging compared to plastic.
Safety and function rank as top packaging features for consumers, with packaging that protects the product impacting satisfaction, trust and purchasing.
Premium packaging elevates consumers' view of the product inside – and aesthetics can even drive purchasing decisions.
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:
say packaging that keeps the product safe impacts satisfaction
say packaging materials that maintain the temperature of the product builds brand trust
say packaging made from materials that prevent product from leaking/breaking impacts online purchase decisions (72% in-store)
