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★Mark us as a preferred sourceWillingness to pay for eco-friendly packaging is growing again, but the pricing margin remains narrow. The latest and sixth representative survey by Simon-Kucher reveals that despite economic hardships, more than two-thirds of consumers hold on to their sustainability demands. According to the data, buyers increasingly support targeted regulations, including bans on certain single-use packaging.
The Resurgence of Willingness to Pay for Sustainable Packaging
The issue of sustainable packaging is becoming increasingly decisive in everyday consumer choices. According to the “Sustainable Product Packaging” study published on August 18, 2026 (based on data collected in May 2026) by the global strategy consultancy Simon-Kucher and the market research institute YouGov, which surveyed 2,108 consumers in Germany, 60 percent of buyers are fundamentally willing to pay a premium for eco-friendly packaging.
This represents a six percentage point increase compared to the previous year. However, the extent of the surcharge has clear limits: 30 percent of respondents are willing to accept a maximum of a five percent additional cost based on the total product price. According to Dr. Daniel Bornemann, Senior Partner at Simon-Kucher, manufacturers should not prematurely view this limited willingness to pay as an obstacle. The expert highlighted that greener solutions can noticeably increase the value of the overall product, while the associated extra costs often remain manageable.
The Generational Divide in Consumer Preferences
One of the most striking results of the research is the drastic increase in differences between age groups. While the overwhelming majority of young people under 25 (83 percent) are open to paying more, this ratio is only 51 percent among those over 54, roughly every second person. This difference between the two age groups has risen significantly by 12 percentage points since 2025. Mark-Daniel Rentschler, Senior Director at Simon-Kucher, pointed out that this degree of divergence among age groups poses a serious challenge for companies, as brand building and pricing strategies become much more complex for manufacturers.
Challenges in Identifying Sustainable Packaging
Nearly half of the respondents (49 percent) consider the minimization of material use to be the most important visual proof of eco-friendliness. Clear recycling instructions also play a key role. Surprisingly, official environmental labels serve as the primary point of reference for only 26 percent of buyers. A further issue is that 12 percent of consumers admit they cannot reliably identify these types of packaging at all. Stephanie Sparber, Senior Director at the firm, stated that any sustainability effort that the consumer does not immediately notice essentially fizzles out.
Regulation and Consumer Acceptance Amid Economic Burdens
Political interventions aimed at reducing packaging waste enjoy basic support, but consumers prefer targeted measures. The more a measure affects buyers’ everyday convenience, the lower its acceptance. The highest level of support (37 percent) goes to bans on certain single-use packaging. This is closely followed by regulations on reducing empty spaces inside packaging (35 percent). In contrast, expanding mandatory deposit systems (pfand) to other types of packaging is supported by only 25 percent of the respondents.
Notably, inflation, high energy prices, and geopolitical tensions have not sidelined environmental awareness. 71 percent of respondents stated that the issue remains at least as important to them as before. Dr. Daniel Bornemann emphasized: pricing pressure does not shift priorities; the task for companies is to translate regulatory requirements into practical, understandable solutions for consumers in their everyday lives.
FAQ
How much more would consumers pay for sustainable packaging?
According to the Simon-Kucher study, 60% of consumers would fundamentally pay more, but 30% are willing to accept a maximum surcharge of 5% of the total product price.
How do buyers recognize sustainable packaging?
49% of respondents recognize eco-friendly alternatives by reduced material usage, while official labels serve as the primary indicator for only 26%.
Which regulations do consumers support the most?
Consumers mostly support bans on certain single-use packaging (37%) and regulations to reduce empty space within packaging (35%).
