DEERFIELD, Ill. — Health and beauty shoppers want packaging that is better for the planet, but they won't sacrifice quality, function, or ease of use to get it, according to new research from Curion LLC, which helps clients bring products to market.
The company’s Sustainable Packaging Consumer Pulse Survey found that 64% of U.S. consumers consider sustainable packaging somewhat or very important when choosing health and beauty products, while only 12% consider it unimportant.
That importance does not translate into a willingness to compromise. When asked to weigh packaging quality against sustainability, consumers responded:
• 41% said quality and sustainability are equally important.
• 38% said quality is more important.
• 21% said sustainability is more important.
For most consumers, sustainable packaging must still protect the product, function properly, and deliver a positive experience.
Difficulty opening and handling tops consumer complaints. Half of respondents reported frustrations with opening or using sustainable packaging, making difficulty opening or handling the most common complaint. Other concerns included packaging that feels flimsy, durability issues, and confusion about whether a package is actually recyclable.
The first thing that consumers notice
Packaging is often the first thing consumers notice about a health and beauty product — and one of the things they interact with most. Pumps, sprays, tubes, jars, droppers, caps, and refill systems shape convenience, application, product protection, and perceptions of quality every day.
"Consumers are sending health and beauty brands a clear message: they want sustainability, and they want a package that works," says Curion’s Cris Stoever. "People rarely separate the package from the product inside it. When a pump stops working, a cap cracks, or dispensing gets messy, that frustration lands on the brand, not the packaging design. When packaging works well, consumers hardly notice it. When it doesn't, it's often the first thing they remember."
Confusion over recyclability also raises a question of trust. Curion notes that when packaging appears recyclable but is not accepted by local recycling programs, or when disposal instructions are unclear, consumers may feel misled. Consumers appreciate brands working to reduce their environmental footprint, but they also expect sustainability claims to be honest, clear, and easy to understand.
What the findings mean for health and beauty brands
Curion's research indicates that sustainable packaging performs best when it is evaluated for everyday use as well as environmental benefit. Consumer research conducted before launch can help brands answer practical questions: whether a package is easy to open and use, whether it feels durable and high quality, whether consumers understand its sustainability benefits, and whether recycling instructions are clear.
Methods such as focus groups, observational research, and in-home use testing frequently uncover issues that are easy to miss during development. Identifying them early can help brands refine packaging, reduce consumer frustration, and avoid costly changes after launch.
"The future of sustainable packaging isn't about asking consumers to choose between environmental responsibility and product performance. They expect both," Stoever asserts. "The most successful health and beauty brands will look at packaging through the consumer's eyes and design solutions that protect the planet while enhancing the product experience. Sustainability works best when consumers don't feel like they're making a sacrifice."
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