MORE than nine out of ten UK adults (91%) would prefer to buy an Easter egg predominantly packaged in carton/cardboard rather than plastic, new research has revealed.
A survey, conducted amongst 2,030 consumers by Censuswide, also found that 61% of respondents said they were prepared to pay extra for Easter eggs that had more environmentally-friendly packaging, with 76% of millennials prepared to pay a ‘premium’.
45% of consumers think Easter egg packaging has become more environmentally sound in the last few years, with just 6% thinking it is less environmentally friendly. 55% of respondents said the plastic packaging debate had influenced their choice of Easter eggs, with the under 40s the most likely age group to be affected (62%).
Tony Hitchin, general manager for Pro Carton, the European Association of Carton and Cartonboard Manufacturers said, “These results show how important the packaging material can be in helping consumers make their purchasing decision. Consumers understand that cartonboard packaging is renewable, recyclable and biodegradable and clearly prefer it to less sustainable alternatives.
“The opinion of the UK general public when it comes to Easter eggs mirrors what we found previously – that consumers want more environmentally-friendly packaging and many of them are willing to pay more for it.”