Following similar reports in 2020 and 2022, this is the third edition of our findings. Five years on from our initial report, we map the changing trends and pinpoint insights that will guide you to better packaging decision-making that will truly resonate with your consumers.

Recyclability is still the claim that means most to consumers

Consumers have a good understanding and a high level of awareness around recyclability. More importantly, recycle-ready packaging is a reason for them to favor one product over another. Our research found that recyclable packaging remains at the top of the list of sustainability claims that influence what shoppers buy. 84% of European consumers also say they actively check pack instructions before recycling, demonstrating that consumers are not only positively influenced by it, but that their intention to actively recycle is high.

*please note, due to the upcoming Green Claims Directive, in the future claims such as eco-friendly will not be allowed.

If your product packaging isn’t recycle-ready yet, then it’s time you made the transition. Consumers expect recyclable packaging and they look out for it. Soon, regulation will demand it, with the EU Packaging and Packaging Waste Regulation (PPWR) mandating that all packaging must be recyclable by design by 2030.

Packaging looks good on paper

As well as having a well-established recycling stream in Europe, paper has strong shopper-appeal. 72% of consumers in Europe understand paper-based packaging claims and find them persuasive. From a choice of 12 different sustainability claims, paper-based has remained in the top 4 since 2022 as positively influencing the purchasing decision.

AmFiber™ Performance Paper, with high barrier product protection and over 80% paper-fiber content, provides the ideal packaging solution for a sustainability-minded brand.

Written claims are easier to understand than logos

Consumers understand written sustainability claims much better than the many visual logos. In 2025 (as in 2022) around 80% of consumers still don’t understand what most of these logos mean. This probably explains why, on average, only 6% of consumers are prepared to pay more for sustainability logos while 20% state they would pay more for written claims.

There are many logos out there saying slightly different things which can make it confusing for consumers to know which logo means what. Simplifying the system would help increase consumer understanding and encourage correct recycling behavior once products have been used.

Based on our latest round of consumer research, which now provides us with learnings gathered over five years, our report provides six key insights as well as useful actionable tips for brands and retailers. To get the full story on how different sustainability packaging claims are now viewed, download our new research report here.