A recent study by global packaging leader Amcor reveals that recyclability has become a pivotal factor in European consumers' purchasing decisions. The research, encompassing over 3,000 consumers across the UK, Italy, France, Germany, Sweden, and Poland, indicates that 84% of consumers actively seek recycling instructions on product packaging before making a purchase.
This growing emphasis on recyclability aligns with heightened environmental concerns, particularly regarding global warming. The study found that 52% of European consumers now consider global warming their primary environmental concern, up from 45% in 2020.
Country-specific insights reveal that Italian consumers exhibit the highest environmental awareness, with 96% checking recyclability instructions before purchasing and 62% expressing concern about global warming—a 17% increase since 2020. In the UK, understanding of recyclability logos has risen to 94%, up from 86% in 2020.
Despite the prevalence of sustainability logos, the study notes that nearly 80% of European consumers struggle to understand most of them. Only 5% are willing to pay more for products based solely on these logos; however, this figure increases to 20% when the logos include a written explanation, emphasizing the importance of clear and informative labeling.
Paper-based packaging is gaining traction, ranking as the third most influential sustainability claim affecting purchasing behavior. This preference is attributed to the widespread availability of paper recycling streams across Europe and consumers' familiarity with disposing of paper materials.
The findings coincide with the European Commission's draft Packaging and Packaging Waste Regulation (PPWR), which aims to mandate recycle-ready packaging and a minimum percentage of recycled content in all plastic packaging by 2030.
Gerald Rebitzer, Sustainability Director at Amcor EMEA, emphasizes the need for brands to align with these evolving consumer preferences. He advocates for adopting more sustainable packaging solutions, such as recycle-ready designs and incorporating post-consumer recycled content, to demonstrate commitment to circularity and carbon footprint reduction.
As consumers become more environmentally conscious, clear and actionable sustainability claims, particularly regarding recyclability, are proving to be pivotal in influencing purchasing decisions.
