Packaging Sustainability in 2025: What European Consumers Really Think
Sustainability
July 25, 2025Reading time: 1 minutes
Our latest research, The Sustainability Influence, explores how European consumer perceptions of more sustainable packaging have evolved in 2025. Key findings show that recyclability is not only expected — it's becoming mandatory, with 84% of shoppers looking for clear on-pack recycling instructions. The report also highlights which sustainability claims resonate most, how legislation like the EU’s Packaging & Packaging Waste Regulation (PPWR) are shaping expectations, and what brands can do to meet and exceed consumer expectations.
Our latest research, The Sustainability Influence, explores how European consumer perceptions of more sustainable packaging have evolved in 2025. Key findings show that recyclability is not only expected — it's becoming mandatory, with 84% of shoppers looking for clear on-pack recycling instructions. The report also highlights which sustainability claims resonate most, how legislation like the EU’s Packaging & Packaging Waste Regulation (PPWR) are shaping expectations, and what brands can do to meet and exceed consumer expectations.
As sustainability expectations rise and regulations evolve, how do consumers really perceive packaging claims in 2025? Our latest European research reveals that while recyclability remains a top priority, with 84% of shoppers actively seeking clear recycling instructions — other claims are gaining traction too.
Building on findings from our 2020 and 2022 studies, this new 2025 edition report, The Sustainability Influence, offers fresh insights into how consumer expectations have shifted, and which claims truly impact purchasing decisions. Whether you're navigating the upcoming EU Packaging and Packaging Waste Regulation (PPWR) or simply aiming to exceed consumer expectations, this report is your essential guide to making informed, future-ready packaging choices.
Explore key insights in the infographic!
Related Insights
How European consumer views of packaging sustainability claims are changing: 2025 edition
April 23, 2025
New regulations such as the European Union's Packaging and Packaging Waste Regulation (PPWR) will move brands and retailers toward more sustainable packaging options. But does the sustainability of packaging matter as much to consumers as to regulators? After our latest round of research exploring current consumer perceptions of sustainability packaging claims in Europe, we answer this question.
New regulations such as the European Union's Packaging and Packaging Waste Regulation (PPWR) will move brands and retailers toward more sustainable packaging options. But does the sustainability of packaging matter as much to consumers as to regulators? After our latest round of research exploring current consumer perceptions of sustainability packaging claims in Europe, we answer this question.
5 things to know about the EU Packaging and Packaging Waste Regulation
March 16, 2023
Perhaps you’ve heard about the new European Union draft Packaging and Packaging Waste Regulation (PPWR). Maybe you even know a little about it. Yet, you might be wondering what it means for your business, your consumers, and the planet. Read on to learn more.
Perhaps you’ve heard about the new European Union draft Packaging and Packaging Waste Regulation (PPWR). Maybe you even know a little about it. Yet, you might be wondering what it means for your business, your consumers, and the planet. Read on to learn more.
More sustainable packaging: 5 common questions
December 5, 2024
Bust common sustainability myths, with the five most common questions our packaging sustainability experts hear. Gerald Rebitzer, Sustainability Director, shares his answers.
Bust common sustainability myths, with the five most common questions our packaging sustainability experts hear. Gerald Rebitzer, Sustainability Director, shares his answers.
