As of 2025, economic pressures and global uncertainty are strongly influencing consumer behavior in the United States. A new study by McKinsey & Company, conducted in March 2025 across 11 countries and featuring 1,000 US respondents, provides insight into evolving views of US consumer priorities in sustainable packaging. While environmental concerns remain present, they have been clearly overshadowed by practical considerations such as cost, product quality, and ease of use.
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Value, Quality, and Convenience Lead Purchasing Decisions
The survey shows a clear trend: price, product quality, and convenience are the dominant factors guiding US consumer purchases. Compared to earlier surveys conducted in 2020 and 2023, the importance of these elements has grown significantly. Over 70 % of participants described them as “very” or “somewhat” important, whereas only about a third considered environmental impact with the same level of concern. This shift is largely attributed to inflation and rising living costs, which have heightened sensitivity around value for money.
Food Safety and Shelf Life Take Center Stage in Packaging Preferences
When it comes to packaging, specifically concerns over food safety and how long products last remain paramount. These considerations are closely linked to cost-saving behaviors, such as reducing food waste and extending product usability. Other consistently valued attributes include the durability of packaging, legibility of labels, and ease of use, elements seen as standard by many but still crucial. In contrast, visual aspects like packaging appearance have dropped notably in importance, likely due to the growth of online shopping, where aesthetics play a smaller role.
Sustainability Still Matters but in Specific Ways
Although environmental factors are less influential overall, sustainability still resonates with certain segments of the population. In particular, consumers place high importance on packaging that can be recycled. Recyclability emerged as the most significant sustainability-related characteristic, followed by the use of recycled materials, compostability, and reusability. Features such as low carbon emissions and bio-based materials were rated lower, possibly due to lower public familiarity or perceived complexity.
When asked to evaluate packaging materials based on perceived sustainability, glass topped the list, followed by paper and metal. These materials are generally seen as more recyclable and aligned with circular economy principles. On the other hand, various plastic formats were rated less favorably, even in cases where technical recyclability exists. This may reflect a gap between what consumers believe happens to packaging after-use and the actual recycling infrastructures in the US.
Responsibility for Sustainable Packaging Lies with Industry
Interestingly, the survey found that most US consumers believe the duty of ensuring sustainable packaging falls on companies, specifically brand owners and packaging manufacturers, rather than on individuals or retailers. Nearly 70 % of respondents identified these groups as primarily responsible. Despite this expectation, very few could name a packaging producer, suggesting a lack of public awareness about who operates in this space. This sentiment may stem from a desire for companies to take the lead in offering sustainable options without shifting the burden onto consumers.
Conclusion: A Complex Balance of Priorities
The 2025 data make it clear that while sustainability in packaging remains relevant, it is not the foremost concern for most US consumers. Economic factors like price and quality dominate decision-making. At the same time, expectations around food safety and product longevity continue to influence packaging preferences more than environmental impact.
For companies operating in this space, the message is nuanced. Businesses must navigate the dual demands of meeting practical consumer expectations while also delivering on sustainability. Strategies should involve thorough understanding of consumer segments, early collaboration across the supply chain, holistic packaging design, and proactive consumer education. Brands that succeed in combining ecological responsibility with economic value will likely be best positioned to thrive in the current climate.
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