Consumers in the UK (79%) are the most concerned about the cost-of-living, higher than any other country in a survey of over 5,000 Europeans carried out by Pro Carton.
The European Consumer Packaging Perceptions Study 2025 showed, while increased prices and a higher cost-of-living is a big worry, positivity around recycling was on the rise.
Some 67% of those asked said recycling was the best way to combat climate change, leading 62% of respondents to increase their recycling efforts in the last year, and 57% saying living sustainably is important to them.
In terms of the packaging they sought, 89% said they would choose a fibre-based packet over plastic when given the option, and 88% had the highest confidence in the recyclability of paper and cardboard materials, compared to 49% of flexible plastics.
How important is recyclability?
When selecting packaging, 65% of those asked claimed ease of recyclability is a deciding factor, alongside ‘resealability’ and the use of natural, renewable materials.
A growing number of consumers claimed to be moving away from plastic packaging, with 37% reducing their consumption of plastic-packaged goods.
Recycling knowledge is also growing, with 84% of those asked saying they could distinguish between recyclable materials. The percentage remains high for cartonboard and corrugated cardboard, with 83% and 85% of respondents respectively feeling confident in their recyclability.
Brands can do more to boost the positive environmental credentials of their products, 79% of survey respondents urged.
What packaging do consumers want?
Over half of those asked said brand-owners have the greatest responsibility to reduce packaging waste, though 21% believe the onus is on consumers, 14% governments and 8% retailers.
Though 40% of respondents said they had switched brands in the last year due to packaging concerns, with non-recyclable materials identified as the main reason for a switch.
Younger consumers lead the pack, with 57% of 18 to 29-year-olds choosing alternative brands due to sustainability concerns.
But, affordability remains a concern, with 64% of those asked saying they would only opt for a more sustainable product if they cost the same as the conventional option.
“The results highlight an opportunity for brands to demonstrate leadership in sustainable packaging, particularly in balancing affordability with environmental responsibility,” said Pro Carton marketing and communications director Winfried Muehling.
