Health is the bridge that turns eco-intent into everyday action—when sustainability feels personal, it becomes easier to choose. Among eco-conscious consumers, 65% prefer eco-friendly products because they believe they’re better for personal health, making wellness a primary driver of purchase decisions. That means positioning health benefits clearly and credibly can convert “I care about the planet” into “I’m buying this today.”
Behavior follows health concerns: 57% say they changed what they buy to reduce exposure to chemicals from food or beverage packaging, showing that risk-avoidance directly shapes purchasing decisions. When consumers perceive packaging as a potential source of unwanted exposure, they don’t just think differently—they switch brands, formats, or materials. This makes packaging transparency and safer-material cues a powerful lever for converting health motivation into measurable behavior change.
This sits atop a broad belief that packaging can meaningfully affect what we ingest—84% say some containers can leave undesirable chemicals in beverages, reinforcing that material choice isn’t a minor detail to consumers. When that level of concern is present, packaging becomes part of the product’s “health story,” not just a functional wrapper. Brands that proactively address these perceptions with clear materials guidance and credible claims are better positioned to earn trust and reduce purchase hesitation.
And this concern extends beyond drinks—85% say some containers can leave undesirable chemicals in food, signaling that packaging is viewed as a direct part of what people consume. When consumers believe the container can influence the safety of the meal, they’re more likely to scrutinize materials and avoid options that feel risky. Clear, credible messaging around safer packaging choices can reduce doubt at the shelf and strengthen the product’s health-forward positioning.
