German consumers show rising willingness to pay for sustainable packaging

A study by Simon-Kucher & Partners titled ‘Sustainable Product Packaging’ reveals that consumer willingness to pay more for eco-friendly packaging is increasing in Germany. Approximately 60% of German consumers are now willing to accept a price premium for sustainable packaging, marking a six percentage point increase from the previous year.

Despite this trend, the acceptable price margin remains narrow. About 30% of respondents stated they would pay a maximum of 5% more than the total product price for sustainable options. There is a significant generational divide: 83% of consumers under the age of 25 are willing to pay more, compared to 51% of those over the age of 54.

Regarding identification, 49% of consumers recognize sustainable packaging by the minimal use of materials. While official environmental labels are used by 26%, clear recycling instructions are also considered a relevant factor. Additionally, the study notes public support for specific regulations, with 37% favoring bans on certain single-use packaging and 35% supporting rules to reduce empty space in packaging.