Amcor has unveiled a comprehensive consumer insight report indicating a significant shift in European shopping habits towards recycled plastic packaging. The report, titled “Recycled Content, Real Impact,” surveyed 3,201 consumers and conducted 32 in-depth qualitative interviews across six major European markets. Findings show 91% of consumers are now aware that supermarket staples use recycled plastic in packaging.
The study reveals that awareness is rapidly influencing purchasing decisions. Key statistics include 76% of European grocery shoppers actively buying products with recycled packaging, 79% believing recycled plastic reduces environmental impact, and 63% stating that recycled content increases brand trust.
Despite concerns that recycled materials could compromise product integrity, Amcor’s data dispels these fears. Over half of the consumers (53%) perceive no difference in quality, while 22% — rising to 34% among those aged 18 to 34 — believe it enhances quality, linking sustainability with premium value.
“Consumers understand recycled material and respond very positively to it,” stated Sarah Neerkorn, market insights manager at Amcor. However, consumer enthusiasm is tempered by concerns over greenwashing, with 79% seeking independent third-party certification and 58% wanting clear disclosure of recycled content percentages.
With the European Union’s mandatory recycled plastic targets approaching in 2030, Amcor experts stress the urgency for brands to integrate recycled materials now. Lucie Charbonnel, Amcor’s sustainability director, advises starting with specific SKUs or regions to enable technical validation and traceability for certifications. She also highlights financial incentives, such as reduced plastic taxes or bonuses in Extended Producer Responsibility schemes, available for early adopters.
