Key insights

Key insights

Key insights

Key insights

Time magazine’s decision to name teenage climate activist Greta Thunberg as its Person of the Year was a fitting conclusion to a decade that saw the environment become a concern for the majority of Americans. In 2019, 57% of U.S. adults said they considered climate change a major threat, up from 40% in 2013, according to the Pew Research Center.

In an attempt to curb plastic waste, a growing number of consumers are demanding that consumer packaged goods (CPG) companies rethink how they package their products.

According to survey data from GlobalWebIndex, a market research company, the percentage of shoppers around the world willing to pay more for sustainable/eco-friendly products increased from 49% in 2011 to 57% in 2018.

Manufacturers seem to be listening.

Jenny Frazier, global commercial leader of Nielsen’s innovation business, has seen enough ripples of change in the types of materials used to make bottles of shampoo and dish soap to forecast that a tsunami is coming.

“Product packaging as we know it is going to disappear over the next 10 years,” Frazier said.

Last November, Coca-Cola and two of its bottling partners, Coca-Cola Hellenic Bottling Company and Coca-Cola European Partners, announced new packaging called the KeelClip, which consists of minimal recyclable paperboard material that clings on top and wedges between can multipacks.

The company stated that the new design, a first for the non-alcohol ready-to-drink industry, is meant to replace plastic shrink wrap in all European Union markets by the end of 2021. Coca-Cola anticipates the redesign to save 2,000 tonnes of plastic and 3,000 tonnes of CO2 each year.

With the aim of reducing its use of virgin petroleum plastic by half in the next decade, Procter & Gamble intends to increase its dependence on recycled material. The amount of post-consumer recyclate used to make the company’s laundry detergent brand Ariel, for instance, is scheduled to increase from 25% up to 50% across Europe sometime in early 2020.

“That isn’t necessarily sexy or flashy or something that’s going to jump off the shelf at our consumers, but it plays a critical role in sending a strong demand signal back up the supply chain,” said Jack McAneny, director of sustainability at P&G.

McAneny argued that because of the company’s sheer size and output, even seemingly small changes could play a big role in altering the consumer goods manufacturing ecosystem.

“People aren’t going to invest in collecting and recovering these things unless they know there’s going to be a strong market for them to sell into,” he added.

Not to be outdone, Nestlé recently established the Nestlé Institute of Packaging Sciences—a first for the food industry, the company claimed. The facility, located in Lausanne, Switzerland, is meant to speed up Nestle’s development of new packaging designs and help the company attain its stated goal of making 100% of its packaging either recyclable or reusable by 2025.

“We are pushing our suppliers because we have the feeling they have not really delivered,” Nestlé CEO Mark Schneider told Reuters during a tour of the research center.

S.C. Johnson, the home care products conglomerate, began selling its Windex product in a bottle made with 100% recycled ocean plastic last February. It claims to be the first company to do so with a home cleaning brand.

This upcoming February, the company will go one step further to become the first to incorporate 100% recycled “social” plastic—which is created from products dropped off by consumers and collectors in exchange for money or goods—for the packaging of its Windex line in the U.S. and Canada, according to a spokesperson. The recycled social plastic will be the result of a partnership with Plastic Bank, with the aim of setting up 509 collection sites in several countries, including Indonesia, Thailand, Vietnam, Brazil and the Philippines. 

Paul Hiebert is a CPG reporter for Adweek.

Richard Collings is Adweek's retail reporter.