The Power of Recyclability: AMCOR's Consumer Study
15/05/2025
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Madeleine Royère-Koonings
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Packaging
New 2025 research from Amcor, a global packaging leader, reveals that recyclability claims are the strongest driver of European consumer purchase decisions regarding packaging sustainability. The report, Amcor's third on this topic, also highlights increasing consumer preference for paper-based packaging and offers brands insights into 'The Sustainability Influence.'
This report looks at what consumers in the UK, Italy, France, Germany, Sweden, and Poland think about how sustainable product packaging is (over 3,300 people were surveyed). It gives six practical tips to help companies understand what consumers want, plan their packaging, and stand out from competitors. It also reminds companies that they need to pay attention to the new rules about packaging waste in Europe. Here below is a summary of their findings.
#1. Consumers still rank global warming as their biggest sustainability worry. However, concern about plastic pollution has increased since 2022, rising by 5% to 25%, while worry about global warming has slightly decreased from 52% to 47%. This shift is particularly evident in Germany and the UK. Looking at the longer term, though, global warming has consistently been the top sustainability concern since 2020, indicating some fluctuation in priorities.?
#2. Consumers widely understand and expect packaging to be recyclable. Our 2022 findings showed recyclability is a consumer requirement, not just a preference. With the upcoming PPWR mandating recyclable packaging by 2030, the need to switch is urgent. While slightly down from 2022, a significant 49% to 66% of European consumers (depending on their country) still say recyclability claims positively impact their purchase decisions. Recycling claims clearly influence purchases, and most European consumers actively check recycling instructions on packaging. This behavior remained at 84% overall, with a 2% increase in the UK and Sweden since 2022. Upcoming PPWR regulations will further support this by mandating harmonized sorting labels on all packaging by August 2028, simplifying the recycling process for consumers.
#3. Paper-based packaging is well-received, aligning with sustainability goals and attracting shoppers. 72% of European consumers understand and are persuaded by paper-based claims, consistently ranking it among the top 4 claims influencing purchase decisions since 2022. 18% of European consumers are willing to pay more for paper-based options, with this reaching 28% in Italy.
#4. Carbon footprint claims remain poorly understood despite high concern for global warming, likely due to inconsistent labeling guidelines. The upcoming EU Green Claims Directive aims to clarify this by standardizing environmental claims. Services like Amcor’s ASSET™ and labels like the Carbon Trust’s "Reducing CO2 Packaging" (for 20%+ reduction) can help brands communicate carbon reduction efforts. Interestingly, more consumers now prioritize recyclability claims over reduced carbon footprint claims (except in Italy, where reduced carbon footprint is more influential for 51% of consumers).
#5. Consumers understand written sustainability claims better than logos. Around 80% still don't understand most sustainability logos, causing confusion about their meaning and recycling instructions. The upcoming PPWR aims to simplify this, improving consumer understanding and recycling. The current lack of logo recognition represents a missed opportunity for brands with genuine sustainability efforts, as many consumers are willing to pay more for claims like recyclable and compostable. While logo understanding remains low, comprehension of written claims has improved since 2022.
The EU's new Green Claims Directive aims to resolve current confusion by requiring verification for all sustainability claims, ending "greenwashing." This will standardize environmental marketing, increasing transparency and consumer trust by banning vague terms and requiring verifiable data (life cycle assessments, third-party certifications). Non-compliance will risk financial and reputational damage. Companies should ensure clear, credible communication now, backed by genuine environmental efforts. Importantly, recyclability claims will be banned on packaging in Europe by 2030, as all packaging must be recyclable by then.
#6. The argument for using recycled materials in packaging is growing stronger. Claims about packaging being made with recycled materials are the third most influential on European consumers' purchasing decisions out of twelve options. Furthermore, PPWR regulations will mandate the inclusion of post-consumer recycled (PCR) content in all plastic packaging by 2030. Consumer understanding of "made with recycled materials" claims has also increased to 71% (up from 67% in 2022).Achieving a circular economy for packaging requires shared responsibility among governments, material producers, brands, waste management, and consumers, with collaboration being key.
Regulations like PPWR and initiatives such as CEFLEX will facilitate this transition.
PPWR aims to reduce packaging waste and promote circularity by mandating that all packaging be recyclable by 2030, requiring minimum PCR content in plastic packaging by the same timeframe, and incentivizing sustainable packaging through EPR schemes.
CEFLEX is a European collaborative effort targeting circularity for all flexible packaging by 2025 through redesign, improved collection and recycling, and sustainable market development.
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