{"id":7659,"date":"2025-06-12T20:34:55","date_gmt":"2025-06-13T00:34:55","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=7659"},"modified":"2025-06-12T20:34:55","modified_gmt":"2025-06-13T00:34:55","slug":"clear-labelling-and-recyclability-now-critical-in-eu-markets","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=7659","title":{"rendered":"Clear labelling and recyclability now critical in EU markets"},"content":{"rendered":"


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The survey shows brands must offer clear, eco-friendly packaging or risk losing consumer trust and sales. \/ Credit: Utoimage via Shutterstock<\/figcaption><\/figure>\n<\/p><\/div>\n

More than three-quarters of European consumers are concerned about the environmental impact of packaging, according to a new consumer survey by Pro Carton.<\/p>\n

The research, which gathered responses from 5,000 shoppers across the UK, France, Germany, Italy, and Spain, highlights growing demand for sustainable packaging options and greater transparency from brands.<\/p>\n

The survey, carried out in late 2024 and published in March 2025, shows that 76% of respondents now actively consider the environmental effects of packaging when making purchasing decisions.<\/p>\n

Over half said they are more likely to buy a product if the packaging is made from cartonboard or other recyclable materials.<\/p>\n

Cartonboard preferred for recyclability and biodegradability<\/h2>\n

Consumers continue to favour paper-based packaging, with 60% saying they view cartonboard as the most environmentally friendly material. Recyclability remains a key consideration: 81% believe packaging should be easy to recycle, and 77% think it should also be biodegradable.<\/p>\n

In contrast, plastic packaging remains unpopular, with only 9% of respondents considering it a sustainable choice.<\/p>\n

The findings also suggest that younger shoppers are particularly engaged in sustainability issues.<\/p>\n

Among 19- to 29-year-olds, 59% said they actively try to avoid plastic packaging, compared to 43% of those over 60. However, confusion persists around what qualifies as truly recyclable or compostable, with many calling for clearer labelling.<\/p>\n

Brands under pressure to improve packaging sustainability<\/h2>\n

The majority of consumers (74%) believe brands are not doing enough to offer eco-friendly packaging. There is also widespread support for government intervention: 70% say authorities should introduce stricter rules on packaging materials and require companies to disclose their environmental impact.<\/p>\n

This shift in consumer expectations is placing increased pressure on retailers and manufacturers to move away from single-use plastics and towards recyclable, renewable, or compostable alternatives.<\/p>\n

More than half of respondents said they would switch brands if a competitor offered more sustainable packaging.<\/p>\n

Eco packaging and product appeal closely linked<\/h2>\n

Packaging design continues to influence buying decisions. Nearly two-thirds of respondents said they are more likely to choose products with packaging that clearly communicates its sustainability credentials.<\/p>\n

This trend is particularly strong among environmentally conscious consumers, with many stating they feel a personal responsibility to reduce packaging waste.<\/p>\n

However, the survey also found that many consumers feel misled by environmental claims on packaging. Almost half said they struggle to trust \u201cgreen\u201d labels, indicating a need for stricter standards and third-party verification to build trust in eco-packaging claims.<\/p>\n

As sustainability grows in importance for European shoppers, the findings suggest that brands prioritising recyclable and biodegradable packaging could gain a competitive edge\u2014while those slow to adapt may fall out of favour.<\/p>\n

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