Recyclability tops the list of packaging features that influence European consumer purchase decisions, according to new research from Amcor.
In its 2025 edition of The Sustainability Influence report, the global packaging leader reveals that clear recyclability claims now carry more weight with shoppers than other environmental factors, including carbon footprint reduction.
The findings are based on a survey of 3,351 consumers across six countries—France, Germany, Italy, Poland, Sweden, and the UK. Amcor's data shows that 84% of respondents actively check on-pack recycling instructions, while 71% understand the meaning of “made with recycled materials”—a 4% increase since 2022.
“European consumers are not just aware of sustainability—they’re acting on it,” said Gerald Rebitzer, Senior Director of Sustainability and Public Affairs at Amcor Flexibles Europe, Middle East and Africa. “This research gives brands a roadmap for packaging that meets rising expectations and new regulations.”
Paper-Based Packaging Gains Ground
The study also underscores growing trust in paper-based packaging. Seventy-two percent of consumers report understanding and using paper-related sustainability claims to guide their purchases, with 18% willing to pay more for paper-based options.
Amcor's findings come at a crucial time as the European Union’s Packaging and Packaging Waste Regulation (PPWR) is set to enforce minimum recycled content requirements by 2030. Early adopters of recycled and paper-based packaging may find themselves well-positioned both with regulators and consumers.
Messaging That Matters
The report highlights that straightforward claims like “recyclable,” “compostable,” and “made from recycled materials” resonate most with shoppers. Brands that align their packaging strategies with these consumer preferences can expect stronger shelf appeal and loyalty.
Amcor encourages packaging producers to act now, combining sustainability with clear communication to meet demand and stay ahead of evolving regulations.
For a deeper dive into the research findings, the full report is available on Amcor’s website.
About Amcor
Amcor is a global leader in responsible packaging solutions, serving industries such as food, beverage, healthcare, and personal care. With operations in over 40 countries, Amcor focuses on creating packaging that is recyclable, reusable, and made with more recycled content. The company is listed on the NYSE (AMCR) and ASX (AMC).
