Influential Product Packaging

Chicago, IL, May 2, 2018 — A survey conducted by Ipsos on behalf of the Paper and Packaging Board highlights the significant impact of packaging design and materials on consumer behavior. The findings reveal that 72% of Americans consider packaging design important in purchase decisions, with 67% influenced by the materials used. Packaging becomes even more critical for gifts, as 81% agree design influences their selection.

Key Insights on Paper and Cardboard Packaging

• Attractiveness and Quality: Two-thirds of respondents feel paper and cardboard packaging makes products more attractive (67%) and appear high-quality (63%).
• Environmental and Practical Appeal: Roughly three-quarters say they prefer products in paper/cardboard due to its environmental benefits (78%) and reduced waste (74%).
• Consumer Preference: When choosing between identical products, 68% would choose paper/cardboard packaging over plastic.
• Willingness to Pay More: Almost half (49%) are willing to pay extra for paper/cardboard packaging, citing recyclability (66%) and ease of use (42%) as top benefits.

Demographic Trends

Younger adults (ages 18-34), the highly educated, affluent individuals, and parents are particularly inclined toward paper/cardboard packaging. Women (70%) are also more likely than men (65%) to find such packaging attractive.

Food Packaging Preferences

• Safety and Confidence: Seven in ten Americans (70%) trust paper/cardboard packaging for perishable food. Over six in ten believe it conveys safety (61%) and tamper resistance (66%).
• Perishable Goods: Nearly 38% prefer paper for meat and produce packaging, while 31% opt for paper/carton packaging for fresh liquids like milk and juice.

Packaging Innovation and Artisanal Appeal

• Creative Potential: A majority (75%) agree that paper/cardboard allows for more innovative designs.
• Artisanal Image: 69% feel products packaged in these materials seem more hand-crafted.

About The Survey

This Ipsos poll, conducted online from April 13-18, 2018, sampled 2,002 adults across the U.S. The results are calibrated to represent U.S. population demographics using the 2016 American Community Survey data. The study had a credibility interval of ±2.5 percentage points, with adjustments for design effects. For more details on Ipsos’ methodology or to access the full report, visit their Public Opinion Polling and Communication page. This study underscores the growing consumer preference for sustainable, high-quality packaging options and the opportunities for brands to leverage paper and cardboard packaging to enhance product appeal and consumer trust.