UPM-Biofore-Magazine-2-2019

As sustainability becomes even more important in singletons’ purchase decisions, brand owners need to be able to provide more sustainable packaging alternatives.

Since 2001, the number of single- person households has risen by 50%, to 330 million in 2016.

raised some questions. “I make coffee at home in the morning. It’s the only thing I have for breakfast. Have you noticed howmuch trash takeaway coffee produces? I’m always surprised at the amount of plastic waste it creates.” Alice, too, tries to avoid overly packaged products. “I try and reduce the amount of plastic waste I generate by buying shampoo and conditioner bars, so they don’t come in bottles. I have started making my own toothpaste, for example, it’s really quite easy.” “It’s easier in Europe to carry a reusable water bottle, but this could be difficult in places where tap water is not safe to drink. I also try to avoid eating and drinking on the go. It’s part of Italian culture to sit down for food – whether it’s just for an espresso or for a full meal. If I have no other choice, though, I’ll choose unpackaged options like a focaccia or a panino,” Alice explains. As sustainability becomes even more important in singletons’ purchase decisions, brand owners need to be able to provide more sustainable packaging alternatives. The range of fibre-based packaging materials offered by UPM Specialty Papers meets consumer and brand requirements for renewable and recyclable alternatives to fossil-based materials. “We’re usually too busy to have a proper meal at lunch here in London, so you end up buying a sandwich and a drink and then eating it ‘al desko,’” Anna says with a laugh. “I tend to make a conscious decision about what I buy, but I am also practical. Sometimes you can only make the best choice among what’s possible. One thing I still do here – a habit I picked up in Finland – is that I always carry a canvas bag for my shopping. That way, I can at least avoid using plastic bags.” 

Reading the labels Lulu, Alice and Anna all share a preference for organic and local

produce. “I read the labels carefully to check if a product is organic,” says Lulu. “I try to eat organic as much as possible. I buy fruits and vegetables locally and eat what’s in season. Eating seasonal means food is cheaper and fresher. Organic seems like a fairer option, with better quality and superior products, although of course it’s not always guaranteed.” Anna, who describes her diet as “almost vegan,” chooses organic for health reasons. “My health is important to me. One of the good things about living in a melting pot like London is the number of choices available. I don’t mind paying a premium for organic because I think it’s important that we take care of ourselves.” Alice also prefers supporting small, family-owned shops to promote organic and local products. “Buying from specialty shops might be a bit more expensive, but I prefer it to chain supermarkets. Thankfully, I can afford to make these kinds of choices. I know there are people, like those who are just starting out, who cannot do the same.” Conscious consumption patterns Single-person households have the advantage of autonomy. They can freely decide what to spend their money on, with only their personal preferences in mind. As consumers, this gives singletons immense power – to choose products that reflect their beliefs and values. Sustainability, especially of the packaging used, is proving to be one of the most important determinants of what makes it into a singleton’s shopping basket. Takeaway coffee is something commuters all over the world pick up almost without a second thought. For Lulu, though, this requisite prop for working people everywhere has

By 2020, single-person households will account for 18% of total households globally.

Most of the more than 16 million people who live alone in the US are between

the ages of 35 and 64.

Single-person households are the most common household type in the EU.

In Sweden, 59% of

households have only one member.

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