Concern for the environment continues to grow in importance for consumers, says the company. But packaging appears to be the area where that concern translates most directly into purchasing patterns.

Some 57% of UK consumers questioned by Datamonitor thought it was important to buy ethical or socially responsible products, but only 42% said they changed their shopping habits accordingly.

Analyst Katrina Diamonon said: "The attitude/behaviour gap is less evident when it comes to minimal or reduced packaging. The issue seems to be one that is most likely to translate into actual purchasing behaviour, rather than merely good sentiment."

She contrasted the questionable nature of many on-pack claims and logos with the more tangible evidence of sustainable packaging, particularly the "obvious ethical implications" of buying products with reduced packaging.

Jane Bickerstaffe, director of the Industry Council on Packaging and the Environment (Incpen), agreed that packaging had some strong sustainability stories to tell. But she said: "Reduced packaging is only a 'good thing' if the product is still properly protected and the packaging performs all the other functions expected of it."

She emphasised its protective role: "Consumers tend to take this for granted, so perhaps that's where we need to focus sustainability messages."