The 2025 Amcor Report brings new understanding about how sustainability claims affect European customers as they decide what to buy. According to the study which interviewed 3,300 consumers across European regions claims regarding recyclability have the greatest impact on purchasing actions. Society is embracing sustainable packaging choices including paper-based alternatives while this represents a wider change toward more sustainable solutions.
Through the Amcor Consumer Claims Report 2025 the company elaborated previous studies from 2020 and 2022 to analyze consumer receptiveness toward sustainable packaging features. These results deliver important wisdom to brands both for creating customer-aligned solutions and early compliance with future guidelines.
Key Insights from the Research:
- European shoppers actively search for recyclability instructions on their packages because 84% of them routinely check such information. Customers seek direct information about responsible disposal methods so brands that present this instruction prominently experience greater consumer endorsement.
- A rise of 4% has been observed in the number of consumers who grasp packaging claims about using recycled materials since 2022 resulting in 71% awareness. Recycling awareness rises among consumers due to environmental benefits of recycling therefore brands which use recycled materials in their packaging expand their market among environmentally responsible shoppers.
- More than 70% of consumers utilize paper-based packaging statements during purchasing choices because they understand these claims. Society now prefers paper-based packaging solutions because they meet consumer requirements for packaging which remains sustainable along with being easily recyclable.
The claim about recyclability stands as the most convincing argument in the market.
Consumer purchasing behavior shows that claiming products can be recycled acts as the most effective element to shape purchasing choices. Many consumers consider recyclability claims to be more persuasive than other environmental factors including carbon footprint reduction even while global warming remains their main environmental concern. Consumers demonstrate concern for environmental impacts but they give stronger emphasis to sustainability declarations that present clear actions for understanding.
Clear recyclability instructions on brand packaging represent an opportunity for the company to achieve higher sales figures. Consumers choose paper-based packaging especially because it expresses their commitment to environmental values. Brands which transition to recyclable packaging alongside paper materials will gain enhanced consumer loyalty because of increased trust from their customers.
Growing Understanding of Recycled Content
The insights from Amcor demonstrate that European consumers are developing increasingly accurate knowledge about recycled content. The percentage of consumers who understand how recycled packaging adds value reached 71% during 2025 making it a 4% rise above 2022 levels. Brands should focus on PCR post-consumer recycled content integration in their plastic packaging since the Packaging and Packaging Waste Regulation (PPWR) by the European Union requires this by 2030.
The existing use of recycled materials in brand packages creates more market advantages through this research. Product packaging labeling of sustainability claims helps brands simultaneously please their consumers and follow regulatory standards.
Paper Packaging Gains Consumer Trust
The study reveals that European consumers strongly favor packaging materials based on paper and paperboard. The research shows that 72% of consumers can comprehend paper-based packaging claims thus using these claims as their decision-making criteria when purchasing. Customers trust paper packaging because it presents environmentally-friendly qualities to them. Consumer trust regarding paper-based materials remains strong because 18 percent would increase their product budget to secure packaging made from this material.
brand manufacturers can benefit from rising consumer preference for paper packaging since it enables them to defend both environmental ethics and enhance their product value perception. Customers who are willing to pay additional costs for paper-based packaging indicate brands should launch premium-price products enclosed in sustainable packaging solutions.
What Brands Should Do Now
The findings from Amcor’s report indicate that sustainable packaging options are receiving rising market demand. Consumer packaged goods brands should concentrate on increasing packaging label transparency for meeting market expectation levels. The ability to recycle stands as the strongest appeal to consumers followed closely by packaging recycled materials and using paper-based materials.
Brands need to use paper-based packaging when possible while implementing straightforward recyclability information to the public. The market requires this change and simultaneously gives brands the chance to stand apart from competition.
EU regulations which enforce recycled content in plastic packaging create an optimal moment for brands to modify their packaging strategies. Those companies who implement sustainable packaging solutions first will achieve competitive advantages by winning consumer faith while adhering to regulatory guidelines.
Conclusion
Research conducted by Amcor for 2025 demonstrates that European consumers base their purchasing choice on recyclability and sustainability claims about products. Brands need to address consumer needs and regulatory changes promptly because responsible packaging demand continues to rise. The path toward enhanced sustainability includes applying recyclable materials combined with recycled substance integration and using paper-based packaging formats to maintain market leadership.
Gerald Rebitzer from Amcor Flexibles Europe, Middle East, and Africa about Sustainability and Public Affairs concluded that brands should move to recycling-compatible packaging that contains recycled materials right away. Brands must use this important evaluation tool to fulfill customer needs about sustainable and circular packaging choices.
You can obtain a full understanding of these findings and learn better packaging strategy alignment with consumers by downloading the Amcor Consumer Claims Report 2025 through their official website.
