Amcor has published the third edition of its European consumer claims research, revealing that recyclability claims are the most persuasive sustainability messages influencing consumer purchase decisions. The 2025 findings coincide with a growing preference for paper-based packaging across Europe.
The report, based on a survey of 3,351 consumers across the UK, Italy, France, Germany, Sweden, and Poland, provides insight into how packaging claims shape shopping behaviours. Titled The Sustainability Influence, the study builds on earlier editions from 2020 and 2022.
“Amcor’s new consumer research equips brands with the insights they need to align packaging decisions with credible claims that shoppers will easily recognise, understand and respond to,” said Gerald Rebitzer, senior director of Sustainability and Public Affairs, Amcor Flexibles Europe, Middle East and Africa.
According to the findings, 84% of consumers report checking on-pack recyclability instructions, and this claim is cited as the most influential factor in purchasing decisions. While “global warming” remains the top environmental concern since 2020, recyclability claims outrank carbon footprint reductions in consumer impact.
Rebitzer added: “Now is the time to switch to packaging that is recycle-ready and incorporates recycled material. This report is a crucial tool for brands looking to meet consumer demand for more sustainable and circular packaging solutions and stay on the front foot of mandates soon to be enforced by PPWR.”
Amcor also found that consumer understanding of claims such as ‘made with recycled materials’ has risen by 4% since 2022, with 71% of consumers now recognizing and understanding this message. These insights are particularly relevant as the EU’s Packaging and Packaging Waste Regulation (PPWR) will require a minimum percentage of post-consumer recycled content in plastic packaging by 2030.
Paper-based packaging continues to gain traction with shoppers: 72% of consumers understand claims about paper-based packaging and use them to inform purchase decisions, while 18% said they are willing to pay more for such packaging options.
The research provides guidance for brands navigating evolving consumer expectations and regulatory landscapes. By adopting recyclable, compostable, or paper-based packaging with clear and actionable messaging, companies can better meet the needs of environmentally conscious shoppers.
