Sustainability in packaging changes consumer choices

Sustainability and service content are the assets on which the packaging innovation of the products presented at the last edition of Cibus, the food fair staged in Parma from 7 to 10 May. Also according to the latest edition of Nomisma's Osservatory on FMCG Packaging, "achieving sustainability goals inevitably also involves actions to revise and rethink packaging". Which translated into action means elimination of overpackaging, lighter packaging, replacement or elimination of virgin plastic with more sustainable materials, recycling and recovery, and reduction of emissions.

"In this scenario," comments Emanuele Di Faustino, Head of Industry, Retail & Services at Nomisma, "the agro-food chain does not escape the debate on the responsibilities of the current climate crisis, so much so as to be considered one of the sectors most involved in climate change. The tipping point is, therefore, the assessment of the real contribution that the food system and the packaging industry can make to achieving the climate neutrality and environmental, social and economic sustainability goals set by the European Green Deal and the UN 2030 Agenda, but also to address the urgent and unpostponable challenges to be in line with the ESG principles".

The analysis produced by Nomisma clearly shows the attention of consumers towards the sustainability of food and beverages and the central role played by packaging: 1 Italian out of 2 believes that the presence of packaging with sustainable connotations gives the product a green footprint.

Specifically, the most sought-after characteristics are the absence of excess packaging (45%), fully recyclable packaging (43%), and packaging made of biodegradable (38%) and recycled material (35%). There is also a strong focus on plastic-free packaging and packaging that can be used several times. As further confirmation, 7 out of 10 consumers consider sustainable packaging to be important in their food purchasing decisions.

Sustainability is what Cilento, specialising in the production of buffalo mozzarella di bufala campana Dop, now in its third generation, thought of when it devised its multipack, rethinking its materials and packaging logic. "We are talking," explains sales manager Damiano Cilento, "about the classic bag inside which three or five PDO Campania buffalo mozzarellas are contained. We have completely eliminated the outer grouping bag, reconfiguring the product units into 'cartridge' packaging, where each mozzarella is made separable from the other by means of a pre-perforated cut. This is possible thanks to a careful eco-design study and investments in upgrading the packaging production lines, which have resulted in a 50% plastic saving compared to the past.