Cost of living hitting UK’s demand for sustainable products
New research has revealed that 81% of UK consumers’ demand for sustainable products is being impacted by the cost-of-living crisis.
Pro Carton, the European association for cartonboard and carton manufacturers recently commissioned new research surveying over 5,000 European consumers. The 2025 European Consumer Packaging Perceptions Survey explores attitudes towards sustainability, packaging and the role of businesses in addressing environmental challenges.
When asked about what the biggest issues facing UK consumers were, out of the 1,000 people respondents 79% stated the cost of living, 53% climate change and 52% the economy as the greatest concerns. The concern over the cost of living has not only remained the most prominent issue for UK consumers, but it has increased since last year’s survey results, with a reported 77% having become more anxious about the economy.
The results show a decrease in the UK consumer’s concern for climate change, last year’s survey had a 65% response rate yet, interestingly results suggest an increase in environmental practices. Within the last 12 months a reported 67% of respondents are recycling more than in previous years and 50% are reducing their water usage. This reflects the cultural movement towards an increasingly eco-conscious lifestyle, supported by the 51% of consumers who stated a sustainable lifestyle had become more important to them over the last 12 months.
While the climate is not the primary concern for UK consumers, it still has a substantial influence on behaviour as according to the survey, 36% have purchased more products in environmentally friendly packaging and 36% have reduced the number of plastic packaged products in the past year. The recyclability of packaging was a top consideration for UK consumers, as 69% of responses credited the ease of recycling as the most influential aspect when choosing packaging. The survey results highlighted the growing demand for sustainable packaging further, revealing that over a third of participants have switched brands in the last twelve months due to concerns over recyclability and wanting to move away from plastic packaging use.
The overriding impact of the concerns over the cost of living was revealed by the 60% of UK consumers who stated they would continue to purchase sustainable goods but only if they cost the same as other products, creating demand for products that are sustainable and easy to recycle whilst affordable.
Cartonboard adheres to these consumer requirements with its potential as a cost-effective sustainable solution. It is a reliable environmental packaging choice, with 85% preferring it over plastic products when given the choice. UK consumers have the highest confidence in the recycling of paper and cartonboard materials (88%).
Winfried Muehling, director of marketing & communications at Pro Carton, noted that despite the economic concerns over the cost of living remaining the most prominent issue for the UK, it is clear the British consumers are actively trying to make sustainable choices where it is affordable and possible.
“The increase in recycling rates and the clarity on defining the recyclability of materials is very positive to see, and we are pleased to see that cartonboard is widely recognised as a trusted material,” Muehling stated. 2We look forward to seeing how the UK continues to progress towards sustainability and the advancements with sustainable packaging.”
