Cartonboard has come out as the most preferred packaging substrate among consumers and industry experts, according to parallel surveys conducted by the sector’s leading action group Pro Carton.

47% of consumers and 71% of packaging specialists respectively voted cartonboard as the material most likely to gain importance in the future – well ahead of plastics, glass, paper and metal. It was also found to be the packaging medium demonstrating the most environmentally friendly attributes.

Overall, packaging out-performed all other promotional media in generating repeat sales and getting across product information.

87% of all respondents supported the view that brand loyalty, brand extensions and increased product offerings were certain to make packaging increasingly important as an advertising medium.