Amcor 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:
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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.
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71% of consumers understand claims that state ‘made with recycled materials’. This has risen by 4% since 2022.
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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.
Consumer brands can have a greater impact with clear recyclability messaging
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.
