When It Comes to Packaging, U.S. Consumers Feel Less Is More, Says NMI


Using less packaging ranked higher than use of recyclable packaging and environmentally friendly packaging materials.

More U.S. consumers prefer a minimal use of packaging materials, followed by a preference for recyclable packaging and environmentally friendly packaging materials, according to the Natural Marketing Institute’s (NMI) annual U.S. LOHAS (Lifestyle of Health and Sustainability) Consumer Trends Study.

Three-quarters of Americans believe many consumer products are over-packaged, NMI reported in a press release. Additionally, one-quarter of consumers indicated they would pass over overly packaged products and instead seek other product options.

“The ‘less is more’ trend continues to resonate with consumers,” stated Steve French, NMI’s managing partner, in the press release. “Marketers can maintain current and attract new consumers by using less packaging and ‘greener’ packaging materials. Specifically, ‘renewable’ and ‘plant-based’ materials are rated most environmentally-friendly among consumers.”

Companies should also take advantage of postconsumer-recycled packaging materials, as well as new environmental materials when possible, NMI said-while pointing out that any environmentally friendly packaging should also maintain the quality product experience consumers expect.

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