European consumers opt for carton packaging in home and personal care products, research reveals

EUROPE – A recent survey commissioned by Elopak and conducted by Absolute Research reveals that most consumers are open to buying products such as laundry detergent, fabric softener, and hand soap in paperboard cartons.

The survey results show that 65% of respondents are comfortable purchasing fabric softener in cartons, while 59% and 56% of consumers approve of laundry detergent and liquid floor cleaner, respectively.

The positivity also extends to refill packs, with 64% of consumers indicating they would opt for fabric softener in carton refills, 61% for detergent, and 59% for floor cleaners.

The preference for carton refills, which includes hand soap, surface cleaner, bubble bath, and washing-up liquid, is not just a trend, but a practical choice.

Fifty-seven percent of consumers favor this option, allowing them to replenish their containers at home. This offers a convenient and hassle-free alternative to in-store refilling methods, further reinforcing the appeal of cartons in the market.

Conducted in December 2023, the survey was commissioned by Elopak, a global leader in packaging. It polled 1,025 adults across the UK and Germany who are primarily responsible for shopping in their households, further highlighting Elopak’s commitment to understanding consumer preferences.

Martin Shaw, Elopak’s market unit manager for the UK and Ireland, expressed enthusiasm about these findings, highlighting cartons’ environmental advantages.

“Multiple Life Cycle Assessment (LCA) studies have demonstrated that cartons are less carbon-intensive than plastic bottles,” he said. “It’s gratifying to see consumers ready to extend their sustainable choices to cleaning and personal care products.”

The survey also explored general attitudes towards refillable packaging, revealing a preference for pre-filled refills over in-store refilling options.

For example, 54% of consumers purchase pre-filled hand soap refills, but only a tiny fraction opts to refill their bottles at the store.

Regarding refillable packaging, 91% of consumers said reducing plastic use is a critical factor in their choice, with 75% also citing the importance of lowering their carbon footprint. Additionally, 90% emphasized the importance of recyclability in pre-filled refill packs.

Astrid Näscher, Elopak’s marketing director for Europe North, commented on aligning consumer preferences with environmental benefits.

“This research confirms that cartons meet consumer needs for convenience and sustainability. “They are recyclable, easy to use, and generate significantly fewer greenhouse emissions than plastic bottles.”

Building on its success with fresh milk and juice, Elopak has expanded into packaging for personal care and cleaning products.

Their D-PAK™ cartons now package brands like Klar hand soap and Sainsbury’s laundry detergent in the UK and Louro’s Paperdent mouthwash in Germany, demonstrating a growing trend toward sustainable packaging solutions in various consumer markets.

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