Consumer Expectations for Sustainable Packaging in the Nordics

This report presents research conducted by DS Smith and Toluna on Nordic consumers' perceptions and expectations regarding packaging, particularly focusing on sustainability. The study involved over 2,000 consumers from Norway, Denmark, Sweden, and Finland, aiming to understand their attitudes towards packaging when shopping both in-store and online. The findings indicate that sustainability remains a significant concern for consumers, with 71% considering sustainable packaging important when purchasing products. Additionally, 57% have consciously chosen products with more sustainable packaging. The report highlights the role of information in influencing purchasing decisions, with many consumers seeking sustainability details before and during their shopping experience. It also notes that a substantial portion of consumers feel guilty about receiving unsustainable packaging and emphasizes the need for clear communication regarding sustainability on packaging. The report concludes that companies must prioritize sustainable packaging to meet consumer expectations and maintain their reputation.