A recent study surveyed 2,041 nut buyers in Germany, the Netherlands, Spain, and the UK, aiming to uncover their preferences and the key factors influencing their purchasing decisions in the realm of food and drink sustainability.
Notably, nearly two-thirds of participants (62%) indicated that recyclable packaging would increase their likelihood of purchasing a nut product. This statistic is especially pronounced in the UK (70%) and Spain (67%), with younger consumers (ages 18-35) exhibiting the strongest response.
The research also highlighted that 6 in 10 respondents (60%) would be more inclined to purchase a nut product if the packaging contained recycled materials. Once again, this trend was particularly strong in the UK, where 69% supported this notion.
Furthermore, 20% of consumers identified “Recyclable packaging” as the most compelling sustainability claim likely to influence their buying decisions. Interestingly, many nut consumers expressed a willingness to pay a premium for their preferred products if packaged sustainably.
In fact, 62% of participants revealed they would be prepared to pay at least 3% more for recyclable packaging, reinforcing the notion that sustainable packaging is becoming an essential consideration in food and drink marketing.
As consumer demand for eco-friendly options rises, regulatory pressures are also contributing to this transition. Notably, the UK plans to implement modulated Extended Producer Responsibility (EPR) fees starting in 2026, while the EU’s Packaging and Packaging Waste Regulations (PPWR) will mandate that most packaging, including food and drink packaging, must be designed for recycling by 2030.
Sarah Neerkorn, market insights manager at Amcor, stated: “Beyond core factors such as price and taste, sustainability can directly shape preference and behaviour at the checkout. The majority of consumers (62%) said recyclable packaging would make them more likely to buy the product. In a world where consumers have more choice than ever before, sustainability factors are becoming significant and powerful influencers on nut choices.”