Amcor, a global leader in developing and producing responsible packaging solutions, has released the third edition of its European consumer claims research report. The report reveals that recyclability claims are the most influential on consumer purchase decisions. This coincides with a growing preference for paper-based packaging. The report shares Amcor’s 2025 findings, which builds on the company’s previous 2020 and 2022 research. Based on the responses of 3,351 consumers surveyed in the UK, Italy, France, Germany, Sweden, and Poland – the report provides brands with valuable insight into ‘The Sustainability Influence’ and how consumer preferences are accelerating the move to more responsible packaging.

Key findings include:

• Awareness and interest in recyclability is strong with 84% of consumers reporting that they check on-pack instructions to inform how they dispose of products.

• 71% of consumers understand claims that state ‘made with recycled materials’. This has risen by 4% since 2022.

• Paper-based packaging is a growing trend, with 72% of consumers reporting that they understand paper-based packaging claims and use them to inform purchasing decisions.

Amcor’s research shows that European consumer awareness around recyclability is strong. Eighty-four percent of consumers check packaging recyclability instructions and cite this as the most persuasive claim in influencing their purchase decisions. Interestingly, recyclability claims are 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. This points to the fact that some sustainability claims resonate more strongly with consumers than others.
Brands can respond to this preference for straight-forward, actionable claims by switching to recyclable or paper-based packaging with clear on-pack messaging and instructions.

Shoppers respond most positively to claims that relate to ‘recyclable packaging’ followed by ‘compostable packaging’, ‘packaging made of recycled materials’ and ‘paper-based packaging’. These findings help brands make more informed choices about the type of packaging they use.

Under the European Union’s now final Packaging and Packaging Waste Regulation (PPWR) brands will be required to incorporate a minimum percentage of post-consumer recycled (PCR) content into plastic packaging by 2030. This mandate is further supported by growing consumer awareness today. Amcor’s research reveals that the number of shoppers who understand recycled material claims has risen by 4% since 2022. These findings benefit early adopters of packaging made with recycled material and provides them with a competitive advantage on supermarket shelves.

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. Seventy-two percent of European consumers understand paper-based packaging claims and use them to inform purchasing decisions.

The case for paper-based packaging is made even more compelling by the fact that 18% of consumers said they are willing to pay more for this kind of packaging.

Gerald Rebitzer, Senior Director of Sustainability and Public Affairs, Amcor Flexibles Europe, Middle East and Africa said: “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.

“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”.

To explore the complete findings and gain deeper insights into evolving consumer preferences around more sustainable packaging, you can download the full report at this link.