New research from Amcor suggests that recyclability claims are the most influential on consumer purchase decisions, with 84% of consumers reporting that they check on-pack instructions to inform how they dispose of products.
Amcor has released the third edition of its consumer claims research report, sharing its 2025 findings. Based on the responses of 3,351 consumers surveyed in the UK, Italy, France, Germany, Sweden, and Poland – the report aims to provide brands with valuable insight into how consumer preferences are accelerating the move to more responsible packaging.
Key findings include 71% of consumers understanding claims that state ‘made with recycled materials’, up by by 4% since 202, and a growing trend in paper-based packaging, with 72% of consumers reporting that they understand paper-based packaging claims and use them to inform purchasing decisions.
Amcor says recyclability claims were found to be more important to consumers for packaging than a reduction to carbon footprint, even though survey participants ranked ‘global warming’ as their top environmental concern – which has been consistent since the first edition of the research in 2020. Shoppers respond most positively to claims that relate to ‘recyclable packaging’ followed by ‘compostable packaging’, ‘packaging made of recycled materials’ and ‘paper-based packaging’.
The company recommends that brands can respond to this by switching to recyclable or paper-based packaging with clear on-pack messaging and instructions. The research also points to a growing preference for paper-based packaging as a material that has strong shelf appeal and is easily recognised and trusted by consumers.
Apparently, 72% of European consumers understand paper-based packaging claims and use them to inform purchasing decisions, and 18% of consumers said they are willing to pay more for this kind of packaging.
In related news, Orkla Suomi recently began piloting a high-barrier paper wrapper from UPM Specialty Papers for its Panda Milk Chocolate brand, intending to increase the share of renewable content in its packaging portfolio while maintaining recyclability. Claiming to offer a suitable grease barrier without an additional plastic layer, the paper has received BfR and FDA certification for food safety.
Ahlstrom introduced LamiBax Flex to its portfolio of base papers last month, designed for flexible packaging and said to achieve ‘exceptional’ barrier properties while optimizing costs. The new paper is said to maintain a recyclable profile and its design enables reduced primer coating needs.
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