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Consumers want Easter gifts, like eggs, wrapped in cardboard. This is revealed by a new quick study [1] conducted by Censuswide for Pro Carton, the European Association of Cardboard Packaging Manufacturers. 9 out of 10 consumers indicated that they would prefer to buy an Easter egg mainly packed in cardboard rather than plastic.

According to a new survey by Censuswide of 2,030 consumers in the UK, more than 6 in 10 (61%) said they would be willing to pay more for greener packaging Easter eggs, and around three-quarters (76%) of millennials (aged 19 to 29) were willing to pay a high price. 45% of consumers in the United Kingdom believe that Easter egg packaging has become greener in recent years, and only 6% feel that it is less so now. These results reflect the reality of the positive changes brands have made to their Easter egg packaging over the years.

Growing Influences
Ecological awareness has grown strongly lately. The new Wildlife Trusts ads, featuring celebrities such as David Attenborough, Stephen Fry and Catherine Tate, once again shed light on the impact of non-recyclable waste in landfills. The media obviously plays an important role in influencing consumers. The study found that of those who spoke, more than half (55%) indicated that the plastic packaging debate had influenced their choice of Easter eggs, and those under 40 were the age group most likely to be affected (62%)