European Consumers Embrace Recycled Plastic Packaging, But Demand Greater Transparency
Strong Awareness and Purchasing Behaviour
A new report by packaging giant Amcor, based on surveys of more than 3,200 consumers and 32 qualitative interviews across six European countries, reveals that recycled plastic packaging has gained significant traction among European shoppers. An overwhelming 91% of respondents are aware that everyday supermarket products — including food, beverages, cleaning products, and beauty items — can be packaged using recycled plastic. This awareness is translating into action, with 76% reporting that they have deliberately chosen products with recycled packaging.
Positive Impact on Brand Trust and Quality Perception
Consumer sentiment towards post-consumer recycled (PCR) content is largely favourable. Nearly four in five respondents (79%) believe that using recycled plastic reduces environmental impact, and 63% say it increases their trust in the brand. When it comes to quality perception, most consumers (53%) see no difference, while 22% feel it actually enhances quality. Younger consumers are notably more positive, with 34% of 18–34 year-olds saying recycled packaging improves their view of product quality — a promising signal for brands targeting this demographic.
Sustainability Drives Consumer Support
The primary motivations behind consumer support for PCR use are environmentally driven. Reducing environmental harm was cited by 67% of respondents, followed by resource conservation (53%), carbon footprint reduction (43%), and support for a circular economy (40%), reflecting a broad and values-based commitment to sustainable consumption.
Demand for Transparency and Verification
Despite the positive outlook, consumers are not taking recycled content claims at face value. A significant 79% want independent third-party certification to verify such claims, and 58% want packaging to clearly display the exact percentage of recycled material used. This underscores the growing importance of credible, independently verified labelling.
Industry Called to Act Ahead of 2030 EU Targets
Amcor’s sustainability director Lucie Charbonnel is urging brand owners not to wait for the EU’s mandatory recycled plastic targets, due in 2030, before acting. Early adoption, she argues, allows time for technical validation and traceability certification, while also enabling brands to capitalise on existing financial incentives such as reduced plastic taxes and Extended Producer Responsibility (EPR) bonuses already available in several European markets.
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