According to a recent survey conducted by Amcor, over half (52%) of European consumers indicate that the environmental impact of packaging on global warming is influencing their purchasing choices. Additionally, a significant majority (84%) actively look for written recycling instructions before making a purchase of packaged goods.
The study conducted by Amcor involved surveying more than 3,000 consumers across the United Kingdom, Italy, France, Germany, Sweden, and Poland. The findings reveal that a substantial 84% of respondents actively seek out recycling instructions on product packaging. Furthermore, the results indicate that clear recyclability and sustainability logos have a notable impact on the purchasing decisions of 60% of the participants.
In the study, it was observed that Italian shoppers exhibited a particularly high level of concern regarding recyclability, with a staggering 96% of them stating that they check a product’s recyclability instructions before making a purchase. Moreover, the research suggests that customers in the United Kingdom have shown a significant increase in their understanding of recyclability logos, rising from 86% in 2020 to an impressive 94% in 2023.
The study revealed that a mere 5% of consumers expressed a willingness to pay higher prices for a product solely based on its sustainability logos. However, when accompanied by a written explanation, this percentage rises to 20%. Amcor emphasizes the similarities between these findings and the European Commission’s Green Claims Directive, which aimed to address the issue of over 230 sustainability labels in Europe causing confusion among consumers due to a lack of clear and evidence-based information.
In total, 21% of respondents identified plastic pollution as their primary environmental concern, which represents an 11% decrease compared to the findings from 2020.
According to Amcor, global warming has emerged as the top priority among consumers, with the percentage of individuals considering it a significant concern rising from 45% in early 2020 to the current figure of 52%. Notably, there has been a significant 17% increase since 2020, with 62% of Italian consumers expressing their concern about the issue of global warming.
The report underscores the importance for brands to transition towards more sustainable packaging solutions and minimize their environmental footprints.
Gerald Rebitzer, the sustainability director at Amcor EMEA, emphasizes the critical importance for consumer-facing brands and retailers to take action as consumers become increasingly aware of the environmental consequences associated with their purchasing choices. Rebitzer asserts that adopting more sustainable packaging practices, such as transitioning to recycle-ready solutions and incorporating post-consumer recycled content instead of virgin resources, is crucial for brands to showcase their dedication to promoting circularity, minimizing their carbon footprint, and assisting consumers in making more sustainable purchasing decisions. By implementing these measures, brands can demonstrate their commitment to environmental responsibility and contribute to a more sustainable future.
Furthermore, the report highlights that paper is the third most influential sustainability claim when it comes to influencing consumers’ purchasing decisions. Amcor attributes this to the widespread availability of paper recycling streams in Europe and consumers’ clear understanding of how to properly dispose of this material.
The responses from consumers are believed to align with the draft Packaging and Packaging Waste Regulation (PPWR), which proposes the introduction of a minimum percentage of recycled content in all plastic packaging. The PPWR proposes the inclusion of a minimum percentage of recycled content in all plastic packaging and sets a requirement for packaging to be designed with recycling in mind by the year 2030.
Gerald Rebitzer further commented that Amcor has been actively working towards its commitment to design all its packaging to be recyclable or reusable by 2025 since 2018. He mentioned that in 2022, they made the significant announcement that 83% of their global flexible packaging portfolio now has a recycle-ready alternative.
Amcor underscores that its commitment to recyclable packaging is in line with the imperative to expand recycling infrastructure and complements the objectives of the upcoming Packaging and Packaging Waste Regulation (PPWR). The research findings reinforce the importance of implementing more sustainable packaging solutions to foster a thriving circular economy and meet consumer expectations.
Surveys conducted by the University of Reading and its partners in late last year revealed that consumers in Poland and Spain faced challenges in effectively disposing of their food packaging due to a lack of understanding about the proper disposal methods. The findings emphasized the need for more widespread consumer education initiatives to reduce packaging waste.
In a collaborative study conducted by McKinsey and NielsenIQ, it was identified that multiple on-pack environmental, social, and governance (ESG) claims are reported to be effective in influencing consumer spending habits. This finding suggests that companies can pursue both sustainability goals and commercial success simultaneously.
In a recent report, Tetra Pak has advocated for the development of a new framework for on-pack environmental labeling. The company has stressed the importance of fostering a better understanding of the food industry’s role in achieving sustainability and net-zero targets.
