Greener consumer expectations is giving way to more eco-friendly packaging

By Simon Pitman

- Last updated on GMT

Related tags Recycling

As consumers are growing more and more environmentally aware, this is leading to not only increasing pressure to develop natural formulations, but it is also driving demand for greener packaging.

“In order to satisfy consumers’ greener expectations, manufacturers do not hesitate to integrate a more environmental dimension into their strategy,”​ said Johanna Kolerski-Bezerra, an analyst at market researcher Euromonitor International.

Discussing the topic in a recent blog post, the researcher emphasized her belief that in Europe, this is helping to shape the future development of an increasing number of cosmetic and personal care products, creating a new generation of sophisticated lines with proven green credentials.

Although formulation has often been the main focus of this ‘greenification’, increasingly discerning consumers are not only becoming more concerned about what they put on their skin and hair, they also want to know that the packaging does not pose a significant risk to the wellbeing of future generations.

Recycled and lighter packaging materials

“More companies are adopting a greener approach not only through their sourcing practices but also through their packaging,”​ said Kolerski-Bezerra.

“Manufacturers are increasingly turning to green packaging including packaging made from recycled materials or lighter materials.”

It is now increasingly difficult to make assertions about the green credentials of packaging without being able to fully back up those claims, because the chances are that someone, somewhere along the line will catch you out.

Thorough research and development of green packaging is an absolute must. For example, packaging providers have been caught out for using bioplastics derived from corn plants, only to have the book thrown at them when it transpired that the corn was of GMO origin – a big no for most green-orientated consumers in Europe.

Groundbreaking cosmetic businesses going for green packaging

In her blog, Kolerski-Bezerra makes specific references some of the most far-reaching and innovative companies to have adopted green packaging design recently.

Specifically she refers to Bio Beauty by Nuxe, a product that uses recyclable packaging printed with vegetable inks, while she also draws attention to the new BB cream by Origins lays, which is packaged in a Forest Stewardship Council approved case made from recycled cardboard produced using renewable energy.

Ultimately Kolerski-Bezerra observes that while these products are better for the environment, they also create better perceived value to the consumer, ultimately helping to build confidence and loyalty.

Related topics Packaging & Design

Related news

Show more

Follow us


View more



Beauty 4.0 Podcast