On 15 January, the event "Packaging in Retailers' and Consumers' Choices," organised by Nomisma, was held at Marca by BolognaFiere. During the event, the 2025 edition of the Packaging Observatory for the Mass Market was presented, offering an overview of Italian consumers' preferences regarding sustainable packaging.
The Central Role of Sustainable Packaging
According to the data presented, 73% of consumers consider sustainable packaging essential for healthy products. This percentage rises to 76% for food products deemed "sustainable." It is therefore unsurprising that 7 out of 10 Italians state that green packaging directly influences their food purchasing decisions.
The most sought-after features in sustainable packaging include:
- Full recyclability (51%)
- No overpackaging (43%)
- Use of renewable raw materials (40%)
- Reduced CO2 emissions during production (35%).
Purchasing Preferences and New Market Drivers
The Observatory highlights that Italian consumers view food not only as nourishment but also as a means of fostering conviviality, health prevention, and environmental sustainability. This holistic approach to food is reflected in concrete behaviours:
- Green food choices (38%)
- Preference for local products and loose packaging (79%).
However, a significant issue remains: the cost of sustainable packaging. While widely appreciated, many consumers hesitate to bear additional costs unless it concerns products that are healthy or strongly linked to sustainability.
A Challenge for Retailers
For retailers, offering private-label products with sustainable packaging is now indispensable—not only to meet growing consumer demand but also to comply with evolving regulations. However, rising raw material costs and supply chain difficulties represent significant obstacles.
Nomisma: A Benchmark for Sustainability
The Packaging Observatory for the Mass Market confirms its role as a crucial tool for understanding the connection between packaging and sustainability, providing detailed analyses that help businesses and retailers shape their strategies.
With increasing attention towards conscious food choices, 2025 is shaping up to be a pivotal year for consolidating sustainable practices in the packaged mass market sector.
