What European consumers really think about packaging & sustainability: 2023 Edition

A lot has changed since 2020. But have consumers’ perceptions and expectations of more sustainable packaging also changed?

We recently updated our 2020 research to discover exactly what consumers want today, how they view packaging sustainability claims, and how this impacts consumer purchasing behavior and recycling.

Based on a survey of over 3,000 consumers from the UK, Italy, France, Germany, Sweden and Poland, the research shows significant changes relating to global warming concerns, consumer understanding of sustainability claims and the expectation for recyclability.

So, how can brands adapt their packaging to meet these changes? Keep reading for some key findings.

Download the full report to discover all the key insights from this latest research.

1. Consumer concern about global warming has increased since 2020

Global warming is now the top environmental concern for 52% of those surveyed, compared to 45% in 2020. Furthermore, a smaller number of European consumers (21% in 2023, vs 32% in 2020) identified plastic pollution as their main environmental worry.

This increased concern in global warming is seen across all surveyed countries. Brands and retailers have an opportunity to demonstrate their commitment to addressing global warming and plastic pollution by adopting more sustainable packaging solutions and communicating their efforts clearly. For example, by transitioning to a recycle-ready pack, incorporating recycled content or understanding how paper-based packaging could work for your product, there is an opportunity to resonate with consumers who are looking to brands to lead the way in the efforts against global warming.

2. Third-party claims add credibility, but should be easy to understand

For European consumers, third-party claims and logos play a crucial role in adding credibility to a brand's sustainability efforts. However, almost 80% of consumers in Europe don’t understand what most sustainability logos mean.

In fact, just 5% of participants said they are willing to pay more for products that have sustainability logos; but that figure rises to 20% when products include clearly written claims.

By providing clear, on-pack explanations, you can enhance consumer understanding of these logos and their significance – leading to more informed purchases and increased brand trust.

These findings are also supported by the European Commissions’ Green Claims Directive, which identified over 230 sustainability labels across Europe, contributing to consumer confusion. Clear, specific, and evidence-based claims are therefore crucial to minimize consumer confusion.

3. Using recycled material can differentiate your brand

Our research shows that consumers have a clear preference for packaging made from recycled materials. However, the specific terminology used to describe the materials, such as PCR (post-consumer recycled), can be confusing. Brands will resonate by demystifying more technical wording and acronyms with clearly written claims to aid consumer understanding.

As well as growing consumer interest in recycled content, the European Union's Packaging and Packaging Waste Regulation (PPWR) also sets targets for the use of PCR in all packaging by 2030. And as early as 2025, some countries will include PCR as part of eco-modulated Extended Producer Responsibility (EPR) fee calculations.

By using recycled materials and communicating it on-pack through third-party-certified claims, your brand will reduce the use of virgin plastics, contribute to a more circular economy for packaging and increase brand trust and repeat purchase.

Amidst changing consumer expectations and evolving regulations it’s clear brands need support to accelerate their sustainability efforts. Our report provides valuable insights into consumer perceptions of various sustainability packaging claims, helping you to align your packaging with consumer demands, and meet your sustainability goals.

Download the full report to:

• Learn more about recyclability going from nice-to-have to must-have
• Understand the role of compostable packaging
• See how certain sustainability claims are driving purchase intent
• And more