A new consumer survey from Pro Carton indicates that sustainability remains a major influence on purchasing decisions in the United Kingdom, even as consumers continue to face inflation and cost-of-living pressures.

The 2026 European Consumer Packaging Perceptions Survey, titled “The Power of Packaging: What Makes European Consumers Trust, Stay or Switch?”, found that 73% of UK consumers prefer cartonboard packaging over plastic for the same product, while 82% consider climate impact when making purchasing decisions.

The UK findings form part of a broader European survey covering 5,000 consumers across the United Kingdom, France, Germany, Italy and Spain.

Sustainability Remains a Purchasing Priority

Although 76% of UK respondents reported becoming more concerned about the cost of living over the past year, environmental considerations continue to influence buying behavior.

According to the survey:

• 55% said sustainability has become more important during the past 12 months.
• Only 8% reported that sustainability has become less important.

Inflation, geopolitical uncertainty and climate change were also identified among consumers’ leading concerns, demonstrating that environmental priorities continue alongside broader economic challenges.

Recyclability Becomes the Leading Packaging Attribute

The survey found that recyclability has become the most important packaging feature influencing purchasing decisions.

Among UK respondents:

• 65% ranked ease of recycling as the most important packaging attribute.
• 45% valued packaging made from renewable natural materials.
• 45% prioritized resealable packaging.
• 44% considered product protection a key factor.

Consumers also linked recycling directly with climate action, with 64% identifying increased recycling as the most effective way to reduce environmental impact.

Packaging Influences Brand Switching

Packaging sustainability is increasingly affecting brand loyalty.

More than one-third (34%) of UK consumers said they switched brands during the past year because of packaging concerns.

The primary reasons included:

• Non-recyclable packaging (54%)
• Excessive or unnecessary packaging (36%)
• Plastic packaging (29%)

The findings suggest that packaging design has become an increasingly important competitive factor beyond product quality and price.

Consumer Confidence Strongest for Fibre-Based Packaging

Consumers expressed the highest confidence in the recyclability of fibre-based packaging materials.

According to the survey:

• 88% believe paper and cartonboard packaging is recycled.
• 85% expressed confidence in cardboard recycling.
• 79% trusted glass recycling.
• Only 48% believed soft plastic packaging is successfully recycled.

When presented with identical products packaged in cartonboard and plastic, 73% selected the cartonboard option.

However, purchasing preferences varied significantly by age group. While 92% of consumers aged over 60 preferred cartonboard, only 50% of respondents aged 18 to 29 made the same choice.

Brands Benefit from Clear Sustainability Communication

The survey also found that packaging plays an important role in building consumer trust.

Nearly 62% of respondents said environmentally friendly packaging increases their confidence in a brand, while 89% preferred packaging that clearly explains how it should be recycled.

Although some skepticism toward environmental marketing remains, consumer trust appears relatively strong:

• 16% completely trust brands’ recyclability claims.
• 46% mostly trust those claims.

The findings suggest that transparent sustainability communication and clear recycling guidance are becoming increasingly important components of packaging design.

Fibre-Based Packaging Gains Competitive Advantage

The latest survey reinforces growing momentum behind fibre-based packaging as companies respond to evolving consumer expectations and tightening sustainability regulations.

As recyclable packaging, circular economy policies and Extended Producer Responsibility (EPR) schemes continue expanding across Europe, brands that combine recyclable packaging with credible environmental communication may be better positioned to strengthen customer loyalty and differentiate themselves in increasingly competitive consumer markets.

Last Updated on 06/07/2026 by Jota Machinery