Study Reveals Rising Consumer Acceptance of Sustainable Packaging Costs

A recent study by Simon-Kucher & Partners indicates a growing consumer willingness to pay more for sustainable packaging, with three out of five consumers in Germany prepared to accept a surcharge for eco-friendly solutions. This marks a six percentage point increase from the previous year, highlighting a trend towards heightened environmental awareness, particularly among younger consumers.

The study, titled “Sustainable Product Packaging,” reveals that while 60% of consumers accept higher prices for sustainable packaging, their willingness to pay is limited. Specifically, 30% of respondents would pay no more than 5% extra on the total product price. Dr. Daniel Bornemann, Senior Partner at Simon-Kucher, notes that manufacturers should not view this limited willingness as a barrier, as sustainable packaging can enhance the overall product value without significantly increasing costs.

The generational divide is notable, with 83% of consumers under 25 willing to pay more, compared to only 51% of those over 54. This 12 percentage point gap since 2025 complicates brand communication and pricing strategies for manufacturers, according to Mark-Daniel Rentschler, Senior Director at Simon-Kucher.

Factors influencing consumer purchasing decisions include minimal material usage (49%) and clear recycling instructions, while official environmental labels are less influential (26%). Notably, 12% of consumers struggle to identify sustainable packaging, indicating a need for clearer communication.

Consumers generally support political measures against packaging waste, favoring targeted interventions. The highest approval ratings were for bans on certain single-use packaging (37%) and regulations to reduce empty space (35%), while extending deposit schemes garnered lower support (25%). Stephanie Sparber, Senior Director at Simon-Kucher, emphasizes the importance of translating regulatory requirements into consumer-friendly solutions.

Despite inflation and geopolitical tensions, 71% of consumers maintain that sustainability remains a priority. Bornemann concludes that manufacturers must effectively communicate the added value of sustainable packaging to engage undecided consumers.