Shoppers are turning against 'over packaged' supermarket products shrouded in plastic – and avoiding products that come wrapped in needless packaging.
Around 80% of shoppers now believe that there is too much packaging in supermarkets, the survey found.
Gillian Garside-Wight, director of consulting at Aura, said: "Packaging is the new pressure point for brands and retailers. It's become a visible test of their environmental credibility, and if they're willing to accept the costs of positive change. Consumers are clearly making decisions based on whether businesses are serious about sustainability.⁘
"It's no longer just about what's inside the package – it's the packaging itself.
We're entering a phase where consumer loyalty can be won or lost through trust.⁘
But Yahoo News spoke to a recycling expert who said that supermarkets are still failing to make simple steps that could reduce the amount of plastic we use, and build on the success of the plastic bag ban .
A separate survey by DS Smith found that 70% of grocery items come plastic-wrapped and half of this could be removed.
Research by DS Smith has shown that people would prefer to get fruit in paper bags to plastic punnets, with just 5% comfortable with plastic punnets.
Other packaging irritations include meat packaging that has a corner to peel but is extremely difficult to open.
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