How sustainable packaging impacts consumers

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How sustainable packaging impacts consumers

1 Oct 2025

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

LAS VEGAS — With a show feature dubbed “Sustainability Central,” one can assume PMMI, the association for packaging and processing technologies, would spotlight the top innovations and conversations happening in the sustainable packaging world at Pack Expo 2025.

During the show, held Sept. 29-Oct. 1 in Las Vegas, Kasra Eskandari, director of sales consulting at NielsenIQ (NIQ), and Eric Wagatha, head of consumer life at NIQ, led an education session titled Sustainable Packaging Impact on Consumer Behavior.

The pair highlighted rising packaging trends and their subsequent impact on consumers, sharing vital insights to help companies stay in front of this new world of sustainable packaging.

Through its research, NIQ asked consumers, “What makes a brand sustainable?” Most of the responses were standard, with many noting plastic reduction, biodegradable products, and reduced or zero waste as their top sustainability indicators.

“[Consumers have] started caring about the whole life cycle. How is the product sourced? How is it used, how is it discarded, and how is it packaged?” — Kasra Eskandari | director of sales consulting | NIQ

But, among this perception, there is a new segment emerging: the environment. Better-for-climate products and brands are rising to the top of consumer priority as calls for protection of natural resources and responsible sourcing increase.

“The consumer’s perception of sustainability is evolving beyond just the reduction of plastic packaging,” Eskandari said. “They’ve started caring about the whole life cycle. How is the product sourced? How is it used, how is it discarded, and how is it packaged?”

They’re also taking sustainability initiatives into their own hands, but often struggle due to the perceived small impact of their individual choices. It’s up to companies to lead the way and provide clear information for consumers to make informed decisions and, in turn, support the right brands.

“Consumers are left wondering, ‘I’m doing this, but really, what impact can I have when there are other forces behind me that aren’t actually working?’” Wagatha said.

Trends are always shifting, but by using data and advanced analysis, brands can prioritize sustainability and not only appeal to these shifts, but also increase revenue, decrease costs and make a positive impact on the environment.

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