Amcor, a global leader in developing responsible packaging solutions, has released the third edition of its European consumer claims research. Based on responses from over 3,300 consumers across six European countries – including Italy – the study highlights a clear trend: recyclability is now the most influential factor in consumer purchasing decisions, surpassing even carbon footprint reduction.
According to the report, 84% of European consumers check packaging instructions to understand how to recycle the product, and view recyclability claims as the most persuasive when choosing which products to buy. At the same time, trust in paper-based packaging is growing, with 72% of consumers stating they understand these claims and use them to guide their purchasing choices.
“Now is the time to switch to packaging that is ready for recycling and incorporates recycled content,” said Gerald Rebitzer, Senior Director of Sustainability and Public Affairs at Amcor Flexibles EMEA. “This report is a vital tool for brands looking to meet growing consumer demand for more sustainable, circular packaging – and to stay ahead of the new requirements set by the upcoming EU Packaging and Packaging Waste Regulation (PPWR).”
Key findings from the research:
- 84% of consumers check on-pack recycling instructions.
- 71% understand the claim “made with recycled materials”, a 4% increase since 2022.
- 72% understand and value claims related to paper-based packaging.
- 18% of consumers are willing to pay more for paper packaging.
The findings reveal that clear, action-oriented claims – such as “recyclable” or “made with recycled materials” – resonate more strongly with consumers than broader environmental statements. For brands, this presents a real opportunity to increase transparency and improve the sustainability of their packaging, particularly in light of upcoming PPWR regulations.
