Home_ From Plastic to Paper: Coop Italia’s Sustainable Packaging Drives 33% Sales Growth
Coop Italia is not only an example of a company sensitive to environmental causes but also a pioneer in transforming the packaging industry. The company has made a radical shift, opting for entirely paper-based packaging for a wide range of private-label products.
From 2018 to 2022, Coop replaced approximately 16,000 tons of virgin plastic with recycled plastic, significantly reducing CO2 emissions and minimizing environmental impact. In 2022, the company took a further step forward, declaring that all its private-label products would use exclusively recyclable or compostable packaging.
These choices not only reflect a responsible vision toward the environment but also bring long-term economic benefits.
Thanks to its collaboration with Smurfit WestRock, a global leader in cellulose-based packaging solutions, Coop has developed innovative solutions that further reduce plastic use.
One example of this new initiative is the packaging for Spesotti Coop snacks. This project, developed in partnership with Freddi Dolciaria, eliminated over 4 tons of plastic, achieving a 48% reduction in flow pack usage, now only used for individual snack wrappers. The new packaging, made from recycled cardboard and food-grade inks, offers a lower environmental impact without compromising the product’s aesthetics or functionality.
A choice appreciated by consumers and rewarded by the market: the new packaging generated a remarkable 33% increase in sales for Coop Italia.
"This project," says Gianluca Castellini, CEO of Smurfit Italia, "represents an example of collaboration between companies pursuing a common goal: reducing plastic and improving packaging recyclability. Packaging can be a true driver of change, and this success is proof of that."
Thanks to this innovative policy and forward-thinking decisions, Coop Italia has achieved significant results in recent years, with notable sales increases across other product lines as well. According to the latest Coop Italia Sustainability Reports and internal market analyses:
These choices, along with collaborations with organizations like Legambiente, have strengthened consumer trust and enhanced the brand’s reputation, demonstrating that sustainability not only reduces environmental impact but also generates tangible economic benefits.
According to a 2023 Nielsen survey, 73% of Italian consumers are willing to switch brands to purchase products with more sustainable packaging. Additionally, 65% say they are positively influenced by companies’ environmental initiatives.
Coop has leveraged this trend, improving not only its reputation but also its sales performance. The growing consumer preference for products with sustainable packaging has strengthened Coop’s market position, attracting an audience more sensitive to environmental issues and solidifying customer loyalty.
Coop’s case is not isolated. Other consumer goods giants are accelerating the transition to sustainable packaging. Nestlé, Unilever, and Procter & Gamble have already launched initiatives to drastically reduce plastic use, focusing on paper-based or compostable solutions.
In an interview with Reuters, Nestlé CEO Mark Schneider stated: “The future of packaging will be defined by sustainability. Consumers are demanding alternatives to plastic, and companies must be at the forefront of responding to this need.”
Consumer attention toward sustainability is now a fact: 81% of global consumers declare they want to buy from companies that demonstrate a concrete commitment to reducing environmental impact (NielsenIQ data, 2023). This means sustainability is not just a responsibility but also an opportunity to consolidate customer loyalty and strengthen brand reputation.
Discover more about sustainable packaging solutions and how they can transform your business
Via Campagna 28
CH - 6934 Bioggio
Switzerland
