New study highlights demand for sustainable drinks packaging

NEW research from Ball Corporation has revealed that today’s environmentally-conscious consumers expect more from packaging, with brands increasingly being judged on their green credentials.

According to the firm’s 2019 Consumer Survey, 73% of respondents said they would opt for environmentally friendly containers given the choice. 79% felt that companies should already be adopting environmentally responsible packaging.

Half of all respondents said they would be willing to pay more for sustainable packaging, with 78% expecting all beverage brands to use environmentally friendly containers within the next five years.

A Ball customer survey carried out this year found that 73% of beverage makers agree that companies will look outdated if they do not have the most sustainable beverage containers within five years.

Claudia Bierth, European sustainability manager at Ball Beverage Packaging Europe said, “Consumers want packaging solutions that they can trust will be actually recycled and used in new high-quality products – ideally in a never-ending cycle. With aluminium beverage can recycling at 74.5% and carried out in Europe, the can is a true recycling champion.

“Aluminium loses little material during the recycling process, retaining its quality every time it’s processed and using 95% less energy than primary production, making the can a poster child for the circular economy.”