Consumers want sustainable packaging without sacrificing quality

DEERFIELD, Ill. — Nearly two-thirds of U.S. consumers say sustainable packaging is important when choosing health and beauty products, yet most are unwilling to prioritize sustainability over packaging quality, according to new research by Curion LLC.

Curion’s Sustainable Packaging Consumer Pulse Survey found that 64% of consumers consider sustainable packaging somewhat or very important when buying health and beauty products, while only 12% consider it unimportant.

When asked to weigh packaging quality against sustainability, 41% said the two are equally important, 38% said quality is more important, and just 21% placed greater importance on sustainability.

Packaging usability also emerged as a significant issue. Half of respondents reported frustrations with opening or using sustainable packaging, with difficulty opening or handling the most common complaint. Consumers also cited flimsy packaging, durability problems, and uncertainty about whether packaging is actually recyclable.

“Consumers are sending health and beauty brands a clear message: they want sustainability, and they want a package that works,” said Cris Stoever of Curion. “People rarely separate the package from the product inside it. When a pump stops working, a cap cracks, or dispensing gets messy, that frustration lands on the brand, not the packaging design.”

Curion also identified recyclability as a potential trust issue. Consumers may feel misled when packaging appears recyclable but local recycling programs don't accept it, or when disposal instructions are unclear.

The company said health and beauty brands should evaluate sustainable packaging for everyday usability as well as for environmental benefits. Consumer testing before launch can help identify issues with ease of use, durability, perceived quality, and understanding of sustainability claims.

“The future of sustainable packaging isn't about asking consumers to choose between environmental responsibility and product performance. They expect both,” Stoever said. “The most successful health and beauty brands will look at packaging through the consumer's eyes and design solutions that protect the planet while enhancing the product experience.”