David Feber, Senior Partner at McKinsey, says:“ Consumers are increasingly conscious of the importance of sustainable packaging, yet they balance this with practical needs such as food safety, shelf life and value.”
Daniel Nordigården, Partner at McKinsey, added:“ Our research shows that while younger and higher-income consumers are willing to pay premiums, there is no one-size-fits-all solution. Brand owners and packaging producers must take a data- driven and proactive approach to meet these nuanced and evolving demands.” Recyclability was cited as the most important sustainability feature by 77 % of respondents, followed by packaging made from recycled content, reusability and compostability. While bio-based materials and carbon impact are considered less critical overall, they matter greatly to specific segments, such as high-income women in the US Northeast.
74 November 2025