78% of European consumers concerned about reusable packaging hygiene



New study finds that while 77% of European consumers hold a positive view on reusable packaging, 78% express concerns about packaging cleanliness and only 30% fully understand the concept.

Stora Enso says over 7,000 consumers aged between 18 and 64 responded to the survey from across the UK, Germany, France, Italy, Spain, Poland and Sweden.

The survey, conducted by Division Packaging Materials, reveals that 78% of respondents would be worried about hygiene if a product was packaged in a reusable container. 22% said it would take “too much effort” to return packaging to the point of purchase.

The research also finds that recyclable carton packaging solutions are the preferred option for many consumers with 51% of respondents favouring this material due to its recyclability and 52% for its ease of recycling. 75% also view recycling packaging as a form of reuse.

According to the study, recyclable cartons are preferred by consumers. When asked about their packaging preferences for fresh produce, milk, juice, laundry detergent, and takeaway coffee; for four out of five of these products, most consumers stated a preference for a carton container suitable for home recycling.

The research shows consumers want retailers and restaurants to offer reusable packaging programs. 71% believed it’s important for these businesses to put effort into providing reusable packaging options and 73% believe that retailers, like grocery stores, should provide refill stations.

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