Ecological packaging and retail: the new era of conscious choices

Packaging observatory: some data

Sustainability drives food consumption choices in Italy, with green packaging at the center of attention. This is what emerged from the 2025 Consumer Packaging Observatory, presented on 15 January 2025, during the event “Packaging in the choices of retailers and consumers” organized by Nomisma at MARCA by BolognaFiere. The study, discussed with representatives of the food, packaging and distribution industries, highlighted how sustainable packaging increasingly influences purchasing behaviour.

According to the Observatory, sustainable packaging is a key element for 7 out of 10 Italians when choosing food products. Green purchases are among the most widespread sustainability practices: 79% of consumers pay attention to the environmental impact of their food decisions. The main preferences include sustainable packaging (46%), local or zero-mile products (43%) and with low CO2 emissions (42%).

Packaging confirms itself as a crucial factor in the perception of sustainability and healthiness of products. Italians identify green packaging as recyclable (51%), free from overpackaging (43%) and made with renewable raw materials (40%). This attention is even more marked in sectors related to well-being and health: 76% consider ecological packaging essential for sustainable products and 73% for healthy ones. These data confirm the central role of green packaging in consumer choices.

Sustainable packaging: challenges for retailers

Retailers also recognize the importance of sustainable packaging, considering it essential to respond to consumer expectations and regulatory changes. All the brands involved in the study have undertaken initiatives to make packaging more ecological, but the path is hindered by difficulties such as the high cost of raw materials, regulatory uncertainty and the limited availability of materials.

These factors lead to an increase in costs related to sustainable packaging, consequently encountering a certain resistance from consumers.

The exceptions concern local or healthy products, for which Italians are more willing to spend. A positive note emerges on the equal price front: in the case of identical costs, consumers prefer packaging with a low environmental impact compared to traditional ones.