McKinsey & Company

https://www.mckinsey.com
From McKinsey & Company
When consumers were asked to identify the single purchasing attribute they consider 'extremely important,' price/value ranked first by a wide margin (41%), followed by brand preference (23%) and nutrition information (18%). Packaging recyclability ranked last at 2.5%, suggesting it plays a limited role in purchase decisions relative to cost, brand, and product information.
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Consumers see everyday products; packaging leaders see a complex mix of materials, tradeoffs, and sustainability challenges shaped by cost, regulation, and recycling infrastructure.
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Panel starting from the left: Ron Puvak of CPA, Eric Klingenberg, of Mars, Steve Sena of Truvant, Robert Cotton of PepsiCo, and David Feber of McKinsey & Company.
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