Sustainability as a key factor in the purchasing decision

Sustainability is no longer a niche topic – it has become central to many consumer purchasing decisions. Numerous studies show that for over 80% of consumers, the environmental friendliness of packaging plays a decisive role when buying a product. Packaging is therefore far more than protection or design – it is a key communication channel for brand values and corporate attitude.
In markets where products often appear interchangeable, sustainable packaging can make the difference. It becomes a signal of responsibility, credibility, and innovative strength – values that customers value more than ever today.

Rejection by principle – when packaging fails to convince

The numbers speak clearly: Up to 70% of consumers have already decided against purchasing a product because the packaging did not seem sustainable enough. Almost one in five makes this decision regularly. This sends a clear message to companies: those relying on single-use plastics, oversized secondary packaging, or hard-to-recycle materials risk not only negative customer feedback, but measurable revenue losses.
This trend is not limited to niche markets or particularly eco-conscious consumers – it cuts across a wide range of target groups. Sustainability expectations are becoming mainstream.

Willingness to pay as a revenue opportunity

At the same time, demand for sustainable packaging holds significant economic potential. According to studies, more than 60% of consumers are willing to pay a premium for products with environmentally friendly packaging. This can be strategically used for differentiation, especially for branded or premium products.
Credibility is crucial here. Consumers pay close attention to whether the packaging concept is coherent – greenwashing is quickly exposed. Companies succeed when they demonstrate transparency and clearly communicate their commitment externally.

What does “sustainable packaging” mean from the consumer’s perspective?

Not every package that looks green is perceived as sustainable. Consumers primarily focus on the following characteristics:

• Recyclable or recycled materials
• Biodegradable solutions
• Reduction of packaging waste – as little as possible
• Use of paper, cardboard, or glass instead of plastic

These factors influence not only brand image, but often actual purchasing behavior.

Less is more – the benefits of packaging reduction

Reducing packaging is not only an ecological advantage, but also brings logistical and economic benefits: less material means lower raw material costs, reduced transport volumes, and more efficient storage. At the same time, it signals to customers that the company acts thoughtfully and resource-efficiently.

Conclusion: Using sustainability as a competitive advantage

Companies that design their packaging solutions in a sustainable and innovative way benefit twice over: they strengthen their brand image and increase sales. Sustainability sells – not just as a moral value, but as a tangible driver of revenue growth. Those who act now secure not only regulatory advantages, but above all the loyalty of tomorrow’s customers.

The Product Data Sheet – Key to PPWR Compliance

With the entry into force of the new EU regulation PPWR (Packaging and Packaging Waste Regulation), pressure on companies is increasing to provide detailed and reliable information about their packaging. At the center of this requirement is the product data sheet issued by the packaging manufacturer.
It contains the most important technical and regulatory information – yet many of these details are technically complex and not standardized.

Misinterpreting or incompletely evaluating this document can result in compliance violations, fines, product returns, or even market access restrictions.

What Must a Product Data Sheet Contain?

A complete product data sheet should include, among other things, the following information:

• Material type (e.g. PP, PET, PE, glass, cardboard)
• Material structure (for composites, e.g. PET/ALU/PE)
• Packaging weight, broken down by components
• Recycled content (post-consumer or pre-consumer?)
• Recyclability (tested according to which standard?)
• Labeling requirements (e.g. symbols, codes)
• Additives or coatings used
• Food contact compliance (approved for direct contact?)
• Reusability (yes/no, how many cycles tested?)

This information is mandatory to meet PPWR requirements. Missing data can make it impossible to prove circularity or material origin – with potential legal consequences.

Typical Technical Terms – and What They Really Mean

Many data sheets contain terminology that is difficult to interpret. A selection:

• Mono-material: Packaging made from a single material type – crucial for recyclability.
• Multilayer: Multi-layer structure, often difficult to recycle.
• Post-consumer recycled content (PCR): Recycled material derived from consumer waste – preferred under regulatory frameworks.
• Design for Recycling: Packaging design aligned with recycling standards (e.g. CEFLEX or RecyClass).
• Inertization: A process used to stabilize problematic additives – often relevant in thermal recovery scenarios.

Are All Product Data Sheets the Same? No.

Each manufacturer uses its own format. Some provide only a brief overview, while others deliver extensive technical documentation. This lack of standardization makes comparisons difficult and often requires internal harmonization, for example through supplier questionnaires or standardized validation checklists.

What Should Companies Pay Particular Attention To?

1. Consistency: Do the data sheet and product labeling match?
2. Currency: Is the most recent version of the data sheet available? Standards change rapidly.
3. Verifiability: Are claims regarding recyclability or recycled content supported by test reports or certificates?
4. Clarity: Can procurement and legal teams interpret the information without ambiguity?

Conclusion: Technical Data Is No Longer a Side Issue

Product data sheets are becoming a legal safeguard. They directly influence market access, customer trust, and sustainable growth. Companies that are able to read, validate, and assess them secure their supply chains – and protect themselves from unnecessary regulatory risks.