EU markets prioritise clear labelling, recyclability packaging

SWITZERLAND – According to a new consumer survey by Pro Carton, more than three-quarters of European consumers are concerned about the environmental impact of packaging.

The survey covers across the UK, France, Germany, Italy, and Spain. With responses gathered from 5,000 shoppers, the survey highlights the growing demand for sustainable packaging options and greater transparency from brands.

“76% of respondents now actively consider the environmental effects of packaging when making purchasing decisions.” This is according to a survey conducted in late 2024 and published in March 2025.

More than 50% of the respondents said they are more likely to buy a product if the packaging is made from cartonboard or other recyclable materials.

Cartonboard preference

Not only do 81% believe packaging should be easy to recycle, but also 77% think it should also be biodegradable.

60% of the consumers say they view cartonboard as the most environmentally friendly material.

With only 9% of respondents considering plastic packaging a sustainable choice, it remains an unpopular option.

Additionally, younger shoppers are particularly engaged in sustainability issues, as highlighted in the findings.

59% of shoppers aged 19 to 29 years said they actively try to avoid plastic packaging in comparison to 43% of those over 60.

The need for more transparent labelling persists as there is confusion around what qualifies as truly recyclable or biodegradable.

The need to improve packaging sustainability

Most consumers, about 74%, believe brands are not doing enough to offer sustainable packaging. 70% of them say authorities should introduce stricter rules on packaging materials and require companies to disclose their environmental impact.

The shift in consumer expectations is driving a positive change in the industry, compelling retailers and manufacturers to enhance the sustainability of their packaging.

According to the findings, more than half of the respondents stated that they would switch brands if a competitor offered more sustainable packaging.

Packaging design role in buying decisions

Packaging design continues to have a significant influence on buying decisions. Approximately two-thirds of respondents stated that they are more likely to choose products with packaging that effectively communicates their sustainability credentials.

Most environmentally conscious consumers express a strong sense of personal responsibility towards reducing packaging waste, empowering them to make more sustainable choices.

On the other hand, the survey also indicates that many consumers feel misled by environmental claims regarding packaging.

The need for stricter standards and third-party verification is crucial to building trust in eco-packaging claims, as nearly half of respondents reported struggling to trust “green” labels.

As the sustainability demands of European shoppers continue to grow, the survey suggests that brands offering recyclable and biodegradable packaging could gain a competitive edge. At the same time, those who are slow to adapt may fall behind.

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