One in four UK adults are willing to pay more for sustainable packaging

According to a new study, a quarter of UK adults would pay for more environmentally friendly packaging, but consumers should continue to “seek wines in alternative packaging where possible”, according to an industry campaigner.

New research by a global supplier of luxury packaging World delta found that consumers are making more conscious choices in and around the home, as well as when it comes to purchases and purchasing decisions.

Over the past 12 months, around three in four consumers have recycled or composted waste while 64% of consumers have limited the amount of single-use plastic they use.

The risk, according to Robert Lockyer, founder and chief customer officer of Delta Global, is not that companies lose customers, but rather that they “simply devalue their brand” by using non-recyclable products.

Lockyer added, “Data like this is proof that consumer needs and wants are changing, and it’s up to brands and businesses to make sure these are met.”

Almost a quarter of UK adults would pay more for sustainable packaging and products, which Lockyer says will only increase over the next 12 months.

Oliver Lea, managing director of bag-in-box brand The BIB Wine Company and founding member of the Wine merchants for alternative packaging (WTAF), warned that it’s not just single-use plastics that consumers should be wary of.

Lea said db that “while it’s great to see sustainability playing a big role in consumer purchasing decisions, the consumer doesn’t always have the right information at their fingertips.”

WTAF campaigns against single-use glass bottles in the wine industry and aims to raise awareness of the benefits of alternative packaging solutions.

Proponents of glass bottles argue that as an inert material, glass is the optimal material for housing wine. A study conducted by Wine Intelligence and commissioned by Vinexposium last year found that glass bottles were considered by consumers to be the most sustainable form of wine packaging.

But Lea warned that information about the disadvantages of single-use glass was often “intentionally obfuscated” by the industry.

He urged consumers to “seek wines in alternative packaging whenever possible”.

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