Lightweight wooden packaging continues to enjoy broad consumer support in France, according to a July 2025 study conducted by OpinionWay on behalf of the Fédération Nationale du Bois (FNB). The research highlights strong positive perceptions around sustainability, reuse, and product quality, while also pointing to a gap between consumer interest and in-store availability.
The findings are based on an online survey of 1,027 adults representative of the French population. Together, the study results and a companion summary note provide a detailed look at how consumers view and use lightweight wooden packaging in everyday life.
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Environmental perception remains a key driver
Environmental performance emerges as the dominant factor shaping consumer attitudes. Nine out of ten respondents associate lightweight wooden packaging with environmental benefits, and nearly 80% consider it more environmentally friendly than other packaging materials. More than seven in ten respondents also view the use of wooden packaging as a concrete contribution to the fight against climate change.
These perceptions are particularly pronounced among younger consumers. Respondents aged 18–24 consistently express higher agreement with statements linking wooden packaging to sustainability and renewable materials, suggesting continued relevance among younger demographics.
Beyond environmental attributes, respondents also associate wooden packaging with product quality and local sourcing. More than 80% say it enhances the presentation of products and supports the perception of locally produced, high-quality goods.
Purchasing behavior reflects familiarity, not novelty
The study indicates that lightweight wooden packaging is already well established in French consumer habits. Nearly 80% of respondents say they purchase products packaged in wood, with more than one-third doing so at least once per month. Higher-income households report more frequent purchases, reinforcing the link between wooden packaging and perceived product value.
At the same time, availability appears to lag behind demand. More than 80% of respondents believe lightweight wooden packaging is not sufficiently present on store shelves. This gap suggests potential growth opportunities for producers and brand owners, particularly in categories where sustainability and presentation play an important role.
Reuse is widespread and varied
One of the study’s more notable findings concerns reuse behavior. More than 80% of respondents report reusing lightweight wooden packaging after purchase, with households averaging more than two distinct reuse applications.
Storage is the most common secondary use, cited by nearly 60% of respondents. Many also report using wooden packaging as fire-starting material for barbecues or fireplaces. Creative and decorative reuse, including DIY projects and crafts, accounts for nearly one in five responses, with higher rates among younger consumers and families with children. Composting is less common but still reported by a meaningful share of respondents.
These patterns suggest that lightweight wooden packaging is often treated as a durable household object rather than disposable waste. Among respondents who do not reuse wooden packaging, most still report disposing of it through selective recycling channels.
Common formats are already embedded in daily life
The study highlights the prevalence of specific wooden packaging formats across French households. Trays and crates are the most commonly encountered, followed by cheese boxes, baskets, wine cases, and gift boxes. Many households report encountering multiple formats, reinforcing the idea that lightweight wooden packaging is already integrated into everyday consumption rather than confined to niche uses.
While the study focuses on consumer perception rather than operational metrics, the findings carry implications for packaging producers, brand owners, and retailers. High reuse rates and positive environmental associations support the role of lightweight wooden packaging within circular economy frameworks. At the same time, consumer frustration over limited availability suggests that current supply may not fully align with demand.
The data also reinforce the importance of aligning packaging choices with both sustainability goals and consumer expectations. As regulatory and environmental pressures continue to shape packaging decisions in Europe, consumer acceptance remains a critical factor in determining which materials gain broader traction.
Rather than signaling a shift in consumer behavior, the study suggests that lightweight wooden packaging already occupies a stable place in the French market. The challenge ahead may lie less in changing attitudes and more in aligning product availability, packaging design, and supply chain strategies with consumer expectations that are already well established.
Rick LeBlanc, EMBA, is the founder and editor of Reusable Packaging News (subscribe to the free newsletter) and editor of Western Pallet Magazine. A supply chain journalist with more than 30 years of experience, he specializes in pallets, reusable packaging, material handling and related operations. Rick is co-author of Pallets: A North American Perspective and Pallets & Progress: A Collected History of Pallets and Palletized Handling 1922–1945. He is also an advisory board member of the Virginia Tech Center for Packaging and Unit Load Design. Read Rick’s full bio.
