According to new research commissioned by Pro Carton, a survey of over 5,000 consumers across Germany, France, Italy, Spain, and the UK found that the cost of living is now the top factor influencing consumer behaviour, followed closely by climate change.
The 2025 European Consumer Packaging Perceptions Survey explores consumer attitudes towards sustainability, packaging preferences, and the role of businesses in addressing environmental challenges.
Apparently, 66% of Europeans cite the cost of living as their primary worry, overtaking climate change (62%) for the first time. In the UK, 79% of respondents identify it as their top concern.
There is also concern about ongoing conflicts, particularly in Germany (65%). Despite these concerns, a reported 57% of respondents say that living sustainably has become more important to them over the past year, especially in Spain (64%) and Italy (65%).
When it comes to how to tackle climate change, Pro Carton reports that 67% of consumers cited recycling as their top choice - 62% of consumers increased their recycling efforts in the past 12 months, with the over-60s demonstrating the highest increase in recycling rates engagement at 70%.
Elsewhere, Pro Carton says that 89% of consumers state they would choose cartonboard over plastic when given the option (an increase from 87% in 2024) with 37% consciously reducing their consumption of plastic-packaged goods. When selecting packaging, 65% say ease of recyclability is a deciding factor, alongside “re-sealability” and the use of natural, renewable materials.
Reportedly, consumer confidence in recycling knowledge has grown with 84% of respondents feeling assured in their ability to distinguish recyclable materials. Confidence is said to be highest in cartonboard and corrugated cardboard, with 83% and 85% of consumers respectively believing these materials will be successfully recycled.
According to Pro Carton, over half of consumers believe brand-owners hold the greatest responsibility for reducing packaging waste, while 21% believe the onus lies with consumers themselves, 14% look to governments to take action, and 8% say retailers should play a bigger role.
Pro Carton adds that four in ten consumers across Europe have switched brands in the past year due to concerns over packaging, with non-recyclable materials identified as the primary reason. 57% of 18-29-year-olds have apparently chosen alternative brands in response to sustainability concerns. However, affordability remains a key factor, with 64% of consumers stating they will only opt for sustainable products if they cost the same as conventional alternatives.
Last year Elisabeth Skoda spoke with Pro Carton’s Winfried Muehling about the insights and takeaways from the 2024 Consumer Study, as part of our Packaging Europe podcast series. The study covered topics including sustainability, global concerns such as the economic crisis and war in Ukraine.
Towards the end of 2024, we looked at the differences between industry and consumer perceptions of ‘sustainability’. In an edition of The Brief, we examined both industry and consumer perceptions of what sustainability is, how this can be measured, and its impact on areas such as consumer choices and companies’ sustainability targets.
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