European Consumer Packaging Perceptions Study 2024
European Consumer Packaging Perceptions Study 2024
The importance of packaging sustainability on consumer purchasing decisions
Published in August 2024 by Pro Carton info@procarton.com
Pro Carton is the association of European cartonboard and carton manufacturers. For further information, please visit www.procarton.com
The study, conducted independently for Pro Carton by Perspectus Global, surveyed 5,061 adults across five countries – Germany, France, Italy, Spain and the United Kingdom.
The research was designed to gauge consumers’ views on different packaging and environmental issues and how this may have been affected by current affairs.
Due to roundings, some of the charts do not add exactly to 100.
Forewords
We are pleased to present the latest findings of our wide-reaching European consumer survey, conducted independently with over 5,000 consumers across five countries. With continuing concerns surrounding global conflict and the economy, environmental issues remain very high on consumer’s agenda, which can be seen throughout the report.
This is the fourth survey of its kind conducted by Pro Carton since 2018 and it confirms again that recycling, and sustainability are most relevant for consumers.
For me, some of the most important takeaways from this report can be found on page 8, where we see that:
• Consumers in Europe are increasingly knowledgeable on recycling.
• Consumer trust and confidence in the recycling of paper and cartonboard packaging exceeds glass for the first time since the series of reports began.
More people than ever are aware of the environmental benefits of cartonboard. However, this does not mean the industry should cease to innovate. All parties must continue to push boundaries.
We hope you find the research insightful, thought provoking, and that it serves as a motivational tool to guide the industry closer to the goal of a sustainable circular economy.
Winfried Muehling Director of Marketing & Communication Pro Carton
This far-reaching consumer survey, independently conducted across five of the largest European nations, highlights what matters most to consumers in Europe.
Amidst ongoing global and economic uncertainty, consumers clearly value environmental concerns. The report also reveals that consumers prioritise packaging made from renewable fibre-based material.
This fourth iteration of the survey demonstrates the enduring relevance of recycling, and the widespread recognition of cartonboard’s environmental advantages.
Pro Carton members are committed to leveraging these insights to drive further innovation and cooperation within the industry and partner organisations. While promising, the findings also serve as a call to action: all of us across the value chain must intensify our efforts.
Let this research inspire and mobilise our industry to continue our journey toward a fully sustainable circular economy.
Horst Bittermann Director General
Pro Carton
“Amidst ongoing global and economic uncertainty, consumers are unequivocally prioritising environmental concerns.”
Climate change remains top of mind
The last two years have seen global conflicts and economic instability dominate headlines, which has led to a significant change in the way we live in terms of work, lifestyle, and how we consume. Gen Z and Gen Alpha consumers are the first time exposed to true inflation in Europe.
Unsurprisingly, three major issues were consistently reported as significantly affecting consumers in 2024 – climate change (68%), cost of living (66%), and warfare (56%). Across France, Italy, and Spain, climate change was the most significant issue, with the UK reporting the cost of living to be the most severe. Germany, geographically closest to the war in Ukraine and housing more than one million refugees from the country, stated warfare as its greatest concern.
For the older generations, climate change was their greatest concern, with 60+-year-olds reporting above the European average, at 71%.
Percentage of consumers that believe climate change is one of the biggest issues facing us today
In our previous study, 63% of consumers in Europe listed climate change among the biggest issues facing the planet
Two in five consumers (42%) believe plastics in the ocean is one of the biggest issues.
Rising concerns on costs of living
Consumers’ wallets are now front of mind, with 79% of respondents reporting they have become more concerned with the cost of living, and 67% more with inflation. Concerns about climate change remain top of mind for consumers. Respondents in the South of Europe had this concern at the top of their list.
Attitudes towards Covid-19 have shifted dramatically over the last 12 months, with 45% of consumers stating they have become less concerned.
Consumers in the south of Europe are more concerned about climate change than their northern neighbours
More than half of consumers in Europe have become more concerned about climate change over the last year
79% of consumers across Europe will continue to purchase sustainable products but only if they cost the same as other alternatives
Recycling is best way of stopping climate change, followed by planting more trees
In terms of what we need to do to tackle climate change, there has been a slight shift in perception since 2022. Previously the second most popular choice, recycle more, is now the top choice across the five countries surveyed, at 71%.
The second most important point is now plant more trees, which saw 62% of consumers report to be one of the best ways to stop climate change. Consumers clearly see the positive contribution of trees for our climate.
There was a remarkable difference in action travel less between Germany and Italy. 40% of Germans saw a positive contribution to the environment, while only 18% of Italian respondents made this link.
Despite wider concerns of geopolitical affairs, consumers are still taking the time to be considerate and follow their beliefs, such as recycling. One in two (49%) of those surveyed said they were now recycling more than they were a year ago. This is an encouraging development, notably in Italy, which reports the greatest rise in consumers recycling over the last 12 months, at 59%.
What do consumers think are the best ways
How many consumers think using less man made products, like plastic, is the best way of stopping climate change?
Six in 10 Italian consumers are recycling more today than they were last year
Consumers preference for cartons increases to 87%
Across Europe, consumers overwhelmingly favour cartonboard packaging (87%) over plastic (13%) when buying products.
This preference is particularly strong in Italy and France, where cartonboard enjoys a 92% and 90% share respectively, while the UK lags behind with a lower 77% preference for cartonboard.
While the European average of 86% in favour of cartonboard back in 2022 is similar to the findings from this year, wider research from this study suggests there has been a clear upward swing towards sustainable packaging solutions, driven by concerns about plastic pollution and a desire for eco-friendly options.
European consumers are increasingly prioritising sustainability in their purchasing habits, with a
significant portion reporting efforts to reduce their environmental impact through responsible waste management.
Over the past year, 66% of respondents recycled more of their waste, while 58% reduced their water usage.
Notably, 46% of consumers specifically reported buying fewer products packaged in plastic, highlighting a growing awareness of the issue of plastic pollution and a willingness to make informed choices that benefit the environment.
These trends suggest that sustainability is becoming a key driver of consumer behaviour in Europe, and manufacturers and retailers can use this as a true differentiator to provide competitive advantage.
Consumers were asked that if the same product was packaged in two different forms of packaging - one in plastic and one in cardboard/cartonboard - which one would you choose?
CARTONBOARD
On the whole, consumers are actively looking to recycle more and purchase products
82% of European consumers are very or somewhat confident about which packaging materials can be recycled, 5% more than in 2022.
Strong trust in collection and recycling of paper and carton packaging
There is strong trust in the collection and recycling system for sustainable materials like cartonboard and cartons.
Consumers exhibit generally high confidence levels about recycling basics. More than 82% of consumers feel somewhat/very confident in their ability to differentiate recyclable and non-recyclable packaging.
There’s strong trust in the recyclability of traditional materials like corrugated cardboard and folding cartons, with around 9 in 10 confident that these materials will be recycled. Flexible plastics continue to challenge consumer knowledge of proper recycling, with confidence levels dipping below 54%, on average. Additionally, consumers very well distinguish between plastic and paper cups.
Overall confidence levels are higher when it comes to paper-based cups, highlighting a potential focus for education and awareness campaigns. Collection systems for both solutions need to be further improved to secure consumer cooperation.
It takes a continued value chain effort to achieve sustainability targets
While a significant portion of European consumers are willing to pay more for eco-friendly packaging, their perception of retailers’ and brand owners’ efforts in this area is mixed.
Across the EU, only 16% believe companies are “definitely” doing enough, with 43% stating “possibly”, but 42% say “no”. However, two in five wish for more concrete action. This sentiment echoes throughout the continent, with some interesting variations:
• The UK stands out, with 20% feeling companies are definitely on the right track.
• France holds a less optimistic view, with just 12% saying that they are definitely doing enough, closely followed by 13% in Italy and 14% in Spain.
• However, “possibly” doing enough garners higher agreement across the board, ranging from 37% in the UK to 53% in Italy. This suggests a sense of potential and openness to improvement.
This presents an opportunity for retailers and brand owners to address consumer concerns, communicate their sustainability initiatives effectively, and offer more eco-friendly packaging options to bridge the gap and gain trust.
Older age
groups
are less convinced that brands and retailers are definitely doing enough to introduce environmentally-friendly packaging
Are retailers and brand owners doing enough to introduce more environmentally friendly packaging?
Compared to our 2022 findings, fewer consumers believe that retailers and brand owners are definitely doing enough to introduce more environmentally
41% of consumers have switched brands specifically because of the packaging used
European consumers are increasingly vocal about environmentally friendly packaging, with 41% confirming that that have switched brands or products in the past year due to packaging concerns. This trend resonates across the continent, though the degree of action varies:
• Spain and France are leading, with 48% and 45% of consumers, respectively, switching brands due to packaging. Italy follows closely at 41%, while the UK stands at 38% and Germany at 31%.
• Non-recyclable packaging tops the list of culprits across all countries, exceeding 50% in most. Unnecessary or excessive packaging follows closely, ranging from 42% in Italy to 53% in Germany. Plastic use also remains a significant concern, impacting 34% to 44% of consumers across Europe.
These findings paint a clear picture: sustainability matters to European consumers, and they are willing to act with their wallets. Companies that prioritise ecofriendly packaging solutions, minimise unnecessary materials, and ensure recyclability are well-positioned to capture this consumer demand and gain a competitive edge.
Younger consumers are clearly more eco-conscious, with more than a half switching brands because of concerns about the packaging used, compared to a third of those aged 60+
In the last 12 months, how many consumers have switched brands or products because of concerns about the packaging used?
No
Primary reason
Secondary reason
Tertiary reason
Consumers are willing to pay more for sustainable packaging
European consumers show a clear preference for eco-friendly packaging, even if it means paying a bit more.
Across the EU, a consumer is willing to spend 5.4% more on a product if its packaging has a lower environmental impact.
Interestingly, this willingness varies slightly by country: Italians top the list at 6.3%, followed by Britons at 5.7%, while French and German consumers hover around 5%. Even Spain shows a significant 5.2% average.
Consumers were asked how much extra they would pay for a product if it meant that the packaging had less impact on the environment?
These data are consistent with previous studies and signify a growing trend in Europe, where environmental consciousness translates into purchasing decisions.
Companies embracing sustainable packaging solutions not only contribute to a healthier planet but also stand to gain customer loyalty and increased sales.
Younger consumers are willing to pay more, with 18-29 year olds happy to pay 7.5% more for a product
Consumers are ready to pay 5.4% more for products in sustainable packaging.
The cost of packaging, on average, represents just 3-5% of the total cost of a product.
Nearly 60% of consumers would reduce/ stop fast food consumption if they were forced to use reusable packaging
In a fast-food setting, European consumers overwhelmingly prioritise recycling.
72% across the EU prefer to recycle their packaging, rather than rinse and reuse. This trend is consistent across most countries, with Italy leading at 76% and France showing the lowest preference at 67%.
Recently, fast food outlets in France have publicly trialled the ‘reuse’ alternative, which is reflected in the stats. In Germany, latest figures1 showed there is a very low acceptance of reusable packaging (food 0.3% and beverage 7% of total packaging volumes).
These findings suggest that recycling remains the dominant preference across Europe.
1 Ein Jahr Mehrwegangebotspflicht: Was hat sich verändert?, WWF Deutschland, 2024
Single-use vs. Re-use
Independent studies in Germany show that there is a very low acceptance of reuse systems.
Indeed, across the EU, the introduction of a deposit scheme for reusable plastic packaging raises concerns for some consumers, with nearly 60% indicating they would either stop going to fast-food establishments altogether or reduce their frequency.
European consumers’ lack of commitment to rinse, store and return demonstrates that reusable plastic packaging is not a viable alternative
In a fast-food setting, what would consumers prefer to do with the packaging once they have finished their meal?
72%
would
packaging for recycling
28%
2024: Positive trends towards recyclable carton packaging
In 2022, Pro Carton conducted a similar survey amongst 5,000 consumers across Europe. Some key questions were revisited in this study, to analyse changes in attitudes over time and, in particular, the affect that current affairs might have had.
Overall, consumers have become less concerned about COVID-19 as other issues grip the continent, notably warfare and economic uncertainty.
Environmental impact
In our 2022 and 2024 studies, two in five consumers across Europe have confirmed that they have switched brands or products because of concerns about the packaging used.
When asked about a preference between plastic and cartonboard packaging, cartonboard popularity continues to dominate, with 87% of people choosing the packaging in this survey, whereas it was 79% in 2021, a significant shift. All findings from the research suggest that consumers have become more environmentally-conscious, and are making purchasing decisions reflecting that.
Recyclability
Recycling waste was top of the agenda in 2022, with 66% of all Europeans saying that they were recycling more. This percentage increased with age.
The results are equally encouraging in 2024, with 66% claiming they are recycling more, and that they are confident that materials like corrugated cardboard and cartonboard are being recycled - 87% confidence in paper and cartonboard, which is higher than other materials such as glass (85%), metal (64%) and flexible plastics (54%).
This suggests that consumers are actively purchasing products in sustainable packaging. As a result, we are naturally seeing a greater level of recycling.
Summary of key findings from 5,000 EU consumers
Sustainability concerns
• Climate change is the top concern across all countries, followed by cost of living and warfare.
• Concern about cost of living has increased significantly in the past year, impacting purchasing decisions for sustainable products.
• Over 60% of respondents believe a more sustainable lifestyle has become more important in the last two years.
Packaging preferences
• Easy to recycle is the most important packaging feature, followed by natural renewable materials.
• Cartonboard is overwhelmingly preferred over plastic packaging (87% vs. 13%). Consumers are increasingly choosing cartonboard over plastic (79% vs 21% in 2021). 41% of consumers switched brands due to packaging.
• Non-recyclable materials and reducing unnecessary packaging are key drivers for switching brands.
• Consumers are willing to pay an average of 5.4% more for a product with environmentally friendly packaging.
Recycling and re-usability
• Nearly half of respondents are recycling more than 12 months ago.
• 82% of consumers feel confident/very confident to judge on the recyclability of packaging material, compared to 79% in 2022:
• Confidence in recycling varies:
• Corrugated cardboard (90%) and paper/cartonboard (87%) lead together with glass (85%)
• At the bottom end are flexible plastics (54%) and plastic coffee cups (55%)
• Paper cups vs plastic cups (78% vs 55%)
• Consumers send a resounding message to brand owners: An overwhelming 75% prioritise the development of recyclable packaging over reusable options.
• Introduction of deposit schemes for reusable packaging will deter consumers from shopping/dining out. 58% of consumers will react and stop consuming or consume less.
• Recycling remains the preferred option for fast-food packaging disposal (72%).
Regional differences
• Italy tends to be more concerned about climate change and prefers packaging made from renewable materials.
• If the same product was packaged in cartonboard and plastic, consumers in France and Italy are most likely to chose the product packaged in cartonboard (more than nine in 10).
• Germany values functionality and is less willing to pay extra for eco-friendly packaging.
• Spain shows the highest confidence in recycling and a strong preference for recyclable packaging.
Packaging can create theatre, it can create story. Steve Jobs
