Every year, consumers are becoming more knowledgeable about climate change, environmental deterioration, biodiversity loss and resource shortages. As focus on these issues grows stronger, it is important that brands who seek to target this opportunity work to build brand credibility by adopting practises that reflect ethical claims and product positions. 

Development of new packaging materials and eco-friendly solutions has been driven by growing environmental awareness. Biodegradable packs that convey ‘natural’ characteristics are constantly evolving as they can have instant appeal for environmentally conscious consumers; as such they are penetrating new product categories, including toiletries and hygiene products. Reuseable packages that can be kept longer for refilling can also be used to appeal to consumers looking for eco-friendly pack formats. 

Introducing solutions that work both for consumers and environment can help brands to stand out on the shelf. According to GlobalData 2016 Q3 global consumer survey 35% of consumers globally said that the "environmentally friendly" factor would encourage them to buy high-end/luxury/premium products.

The Durex Invisible condoms tub format available in France and Belgium provides a working example of how this can be achieved. Sold in a tall and slender blue plastic tub, the pack has a more premium presentation than the cartons typically used in the sector. Alongside its stand-out aesthetic appeal the format has potential as a refillable format and consumers might opt to keep the pack to refill it from cartons as the pack is easy to store at home and less prone to damage. 

A good packaging design can elevate a product above and beyond its competitors in the eyes of browsing consumers. If used effectively, packaging can emanate a more premium feel without the need to incur greater costs, transforming an everyday hygiene or personal care offering into a product that feels more special to the consumer through rich, colourful or raw decorations and unique shapes. 

Modern consumers are opting for high-performance, economically priced products that help them to save time and maintain a sense of control over their daily routines. Universally busier lives have fuelled growing dependency on consumption away from the home as consumer seek out offerings that best fit in with new lifestyle patterns.

For these consumers, convenient, ready-to-use toiletries and hygiene products that require minimal attention can be highly appealing. Additionally, practical and efficient features, for example, waterless, waste-free or hassle-free solutions may be well-received by time-poor consumers who like, or have to be independent. 

Authenticity is also becoming a core motivator for consumers, as is reflected by the growing interest in speciality products. For many products, there is a cachet associated with being produced the "right" way and brands can target this demand by introducing unique pack designs that convey their heritage or origin, which in turn can impart a premium image and increase the value for many consumers.

Health and sustainability conscious consumers are looking to make smarter, feel-good choices when it comes to purchasing products. Consequently, many consumers are beginning to pay as much attention to packaging as they do to the product inside, opting for products that are better for them and better for the world in which they live. Amid growing energy demands, there is now a strong focus among consumers on climate change, environmental deterioration, biodiversity loss and resource shortages.

These consumers pay close attention to how their purchasing choices impact these issues and as such bio-based packaging materials and reusable solutions that help to minimise ecological footprint are gaining popularity as they allows consumers to be more eco-friendly while making their purchase choices.