As the cost of living continues to rise, 79% of consumers in the UK cite it as their biggest concern. In a survey of over 5,000 Europeans conducted by Pro Carton, the growing pressure on household budgets has overtaken all other issues, but alongside financial challenges, consumers are increasingly focused on sustainability. Particularly in packaging, consumers are pushing for more recyclable and eco-friendly materials, making it clear that brands must address both affordability and environmental impact in their offerings.
The Demand for Sustainable Packaging
The Pro Carton European Consumer Packaging Perceptions Study 2025 reveals that 89% of European consumers prefer fiber-based packaging over plastic when given the choice, reflecting a growing confidence in the recyclability of materials like paper and cardboard. In comparison, only 49% of respondents trust the recyclability of flexible plastics. As consumers place a higher value on sustainability, the demand for packaging that supports environmental goals is clear.
With 62% of consumers increasing their recycling efforts over the past year and 57% emphasizing the importance of sustainable living, brands that fail to adopt eco-friendly packaging solutions risk losing customer trust. Notably, 40% of consumers have switched brands in the past year due to concerns over packaging, with non-recyclable materials being a key driver for change.
Recycling as a Key Consumer Concern
The ease of recyclability is a deciding factor for 65% of consumers when selecting packaging. Younger consumers, particularly those aged 18 to 29, are leading the charge, with 57% reporting that sustainability concerns influence their purchasing decisions. However, affordability remains a critical barrier, as 64% of respondents would only opt for sustainable products if they were priced similarly to conventional options.
This indicates a significant opportunity for brands to innovate in creating recyclable packaging solutions that are both environmentally responsible and cost-effective. Addressing these challenges can position brands as leaders in sustainability while satisfying consumer expectations.
The Role of Brands in Driving Sustainable Change
As the demand for sustainable packaging continues to rise, 79% of consumers believe brands should do more to highlight the environmental benefits of their products. Companies that demonstrate leadership in this area, particularly by adopting fiber-based packaging materials and promoting recyclability, have the potential to build stronger connections with eco-conscious consumers and enhance their market position.
Brands have an opportunity to not only contribute to sustainability goals but also to capitalize on the growing consumer demand for eco-friendly products. By incorporating sustainable packaging into their product lines, companies can improve their public image while driving long-term value.
Conclusion: Addressing Cost and Climate Concerns
To succeed in today’s market, companies must address both the financial pressures faced by consumers and the growing demand for sustainable packaging solutions. As sustainability becomes an increasingly important factor in consumer purchasing decisions, executives must focus on providing environmentally friendly products that are affordable and accessible. By doing so, brands can meet consumer expectations, strengthen their reputation, and lead the way in a more sustainable future.