{"id":12177,"date":"2026-03-12T06:01:38","date_gmt":"2026-03-12T10:01:38","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=12177"},"modified":"2026-03-12T06:01:38","modified_gmt":"2026-03-12T10:01:38","slug":"sustainable-packaging-drives-brand-loyalty-for-europeans-study","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=12177","title":{"rendered":"Sustainable packaging drives brand loyalty for Europeans \u2013 study"},"content":{"rendered":"


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Preference for cartonboard packaging is most notable among consumers in Italy, Germany, and France. Credit: Ground Picture \/ Shutterstock.com.<\/figcaption><\/figure>\n<\/p><\/div>\n

New research from Pro Carton indicates that 37% of European consumers have switched brands due to concerns about packaging, with 66% reporting that sustainable packaging increases their trust in a product.<\/p>\n

Surveying more than 5,000 people from the UK, Germany, France, Italy, and Spain, the study highlights how environmental issues and economic pressures are shaping consumer attitudes.<\/p>\n

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Over half of those surveyed (53%) now consider the environmental impact of packaging before making a purchase, a slight increase compared to last year.<\/p>\n

Recycling convenience is a key priority for many, with 64% saying it is their top requirement for product packaging.<\/p>\n

However, the cost of sustainable options remains a barrier. Nearly three-quarters (73%) of the respondents said they would only select environmentally friendly products if prices match those of less sustainable alternatives.<\/p>\n

Preference for cartonboard packaging is most notable among consumers in Italy, Germany, and France. <\/p>\n

The survey also found that this preference becomes stronger with age, reaching its highest level (92%) among baby boomers.<\/p>\n

The findings suggest that both affordability and environmental considerations are influencing brand loyalty across Europe, with many consumers willing to change their purchasing habits based on packaging attributes, particularly recyclability.<\/p>\n

Pro Carton\u2019s marketing and communications director Winfried Muehling said: \u201cEven in a challenging economic climate, the message from consumers is clear: sustainability matters, but it must be practical and affordable. <\/p>\n

\u201cThe 2026 data shows that recyclability has become a decisive factor in purchasing decisions while trust in fibre-based packaging continues to grow as consumers look for materials they believe will be successfully recycled.<\/p>\n

\u201cWith cartonboard consistently preferred over plastic when given the choice, brands have a clear opportunity to build trust and loyalty through packaging that fits into established recycling systems and supports the transition to a circular economy.\u201d<\/p>\n

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